How to create from China to create in China, the brand upgrade is a very important part or an upgrade path. What is the core of brand upgrade? One is autonomy, one is innovation. Brand to do, what is its driving force? Overlord Shampoo to me often say a point of view, the brand what to do? Go to advertisements on it. Please Jackie Chan, 12 million a year, four years to create a nearly 2 billion. But when you vote hard advertising, we must think about my money is not so strong. 12 million, overlord can afford, I can afford it? In addition to this, there are actually many factors. Most Chinese enterprises in troubled brands, always hope that today do not make money, make money tomorrow, tomorrow do not make money, money the day after tomorrow. But I tell you, you may never make any money. Where is your positioning? The first strategy is the high-end brand strategy. Some people predict that the basic amount of luxury goods in China will not exceed 3 million, but in fact China is now second only to Japan. To such a high-end market positioning into the entire market, the share is very high under the premise of the benefits you get more than 20%. A very important strategy for such enterprises is that R & D and innovation are the eternal theme of the enterprise. The second strategy, a small brand. In fact, so far, most clothing brands, especially women's brands are still done in the popular level, if there is a niche, such as very high-end, many brands must be through the public brand to support this niche brand. Minority, including the development of customized brands, is not yet mature in China. Low-end brand by what? By the relative market share of possession, you rely on the amount of expansion, depends on the scale. The last one is Jueluo brand, how to break through in this area? Let me give you an example. The core of Italy is its design. However, the Italian design is like a pearl string, and it makes the whole Italian design a scale effect. Italy a lot of small businesses, the design concept is not just clothing, jewelry, including many architectural design, are very strong. From this perspective, we not only consider market share, but also consider the level of the category, affecting the future development. This is an external driving force. Brand upgrade internal driving force in the end is what? I made a lot of research, if I want to make a brand, we must first have a brand vision. We look at the case of IBM development, at first it was just an international business machine company named after the electronic scale, its transformation is very successful, completed the process from manufacturer to service provider, and now, the brand is strong enough to represent the United States National Image. The whole IBM development provides two inspiration: one is to have a clear vision of the brand. When the vision is not clear, you have no direction. Another must have internal creative management skills. What are the supporting points of brand competitiveness? The core of the brand is definitely not just advertising. The brand can not be a virtual symbol. He needs to have a core. R & D competitiveness is the core point of brand competitiveness. Second, marketing competitiveness, consumer orientation. Clothing design is very important, but can not be designed to a degree of self-appreciation, you have to stand on the consumer's position, my design can not be consumer acceptance. I often give an example. For example, the MTR in Hong Kong is a very good slogan. It is for consumers to consider it as fast as it is convenient. The last one is cultural management. Brand is not a tactic, the brand is a strategy. Half of the brand is culture, through the culture to enhance brand value, intangible assets.
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