Analyze How The Model Brand Comes Out Of &Nbsp?

In November 2010, the "Jack seventh China clothing brand annual awards" Nomination review meeting ended in Beijing, which means that the day of the new "grand prize" Nomination brand has been opened up and the collective appearance is not far away.

At this point, the industry and business systems are still most concerned about who is the role model for this year. The deeper meaning is why they become our model this year. From another perspective, the question is: can the "grand prize" accreditation system be sure that they are our role models?

Reviewing the evaluation system of the annual awards for Chinese clothing brands is not hard to see. review We always follow the principles of market inspection, follow the objective laws of market changes, and constantly adjust and change to meet the needs of those brands that are rising and changing constantly.

From business nominations to business coverage statistics to present the brand's existing market performance.

In the nomination of the Jack seventh annual award for Chinese clothing brands, the fourth "commercial nomination" was changed to the statistics of commercial coverage. That is to say, the previous way is to investigate the individuals in the management department and ask them to recommend the relevant brands. From the current "Grand Prix", it is the statistics of the existence of clothing brands in each shopping mall, so as to obtain the coverage rate of individual clothing brands in the National Mall. This change directly reveals the existing market situation of the brand, and also marks the 100% objective of the commercial investigation link.

The organizers, together with PWC, have selected 100 key national billion dollar large department stores and SHOPPINGMALL in 15 representative provinces and cities nationwide, collecting the existence of brands in the shopping malls, including Beijing, Tianjin, Shanghai and Guangzhou, including Nanjing, Hangzhou, Chengdu, Harbin and other provincial capital cities through letter investigation and Internet search. In addition, the two or three line cities that are developing rapidly are also involved, such as Qingdao, Wenzhou, Wenzhou and so on. Shopping malls investigation Basically covering all important coastal cities, cultural cities and fashion cities in the whole country, the shopping malls investigation has a high representativeness.

In addition to considering the geographical coverage, the survey also takes into account the different levels of shopping malls targeted, basically covering the needs of consumers in all walks of life in the society. For example: Beijing Jin Yuan new Lufthansa MALL, Beijing Lotte shopping center, Beijing Joy City, Beijing Sanlitun village, Chengdu Renhe Spring Department store, Nanjing Golden Eagle International Shopping Center Xinjiekou shop, Qingdao Hisense Plaza, century old golden flower, Guo Guo Fang Department store, department store, department store, shopping mall, shopping mall, shopping mall, shopping mall, Limited by Share Ltd, Dongtai Plaza, etc.

At the same time, taking into account the brand of the independent store, the organizers visited the main commercial streets of 10 cities throughout the country, supplementing the data of the shopping malls. For example: Nanjing road in Shanghai, Jiefang Road walking street in Xi'an, Chunxi Road in Chengdu, Dongmen pedestrian street in Shenzhen, Yanan road in Hangzhou, and Dali commercial pedestrian street in Dalian.

Objective business data, supplemented by PWC scientific statistical analysis, the current "award" Nomination review "existing" Brand market The final part of the data is released.

Street consumers' initial nomination review confirms the brand's existing market conditions.

In the nomination review session, the current "grand prize" has joined the "new" element consumer survey. In fact, the way of consumer investigation has been adopted in the first evaluation of the "grand prize", but it has only been used for the final review. This adjustment has enlarged the voice of consumers, and has also made full use of the means of evaluating the existing market situation of the brand through "final purchase".

The organizers and PWC in the six major regions of the country, including North China, Northeast China, East China, central China, Southern China and the northwest, selected 10 representative cities to conduct a questionnaire survey among local consumers. Among them, Beijing, Qingdao, Dalian, Harbin, Shanghai, Hangzhou, Changsha, Shenzhen, Xi'an and Xi'an, six research teams organized by the organizers collected 1000 valid questionnaires.

The content and form design of the questionnaire was completed by PWC. The method of "recall method" was adopted. Through the consumer's reference to the brand, four different age groups of consumers, aged 20 and below, 21~30 years old, 31~40 years old and over 40 years old, were evaluated on the brand's overall price. Consumers aged 20~40 are the mainstream consumer groups, the main undertakers of family economy, and the most fashionable and dynamic groups. Consumer surveys can better reflect public opinion and support the relevant data of this grand prize.

The setting of questions in the questionnaire takes into account consumers' consumption psychology, and reflects consumers' recognition of brand from different angles through the answers of consumers. For example, "what are the Chinese clothing brands that you and your family have purchased in the year"? The objective recognition degree of purchase behavior itself is a comprehensive evaluation of brand in the past period of time under the real economic conditions from the perspective of "individual". Another example is: "in your impression, what Chinese clothing brands do you usually wear or buy around your colleagues or friends?" this is the evaluation and mention of the brand from the perspective of consumers' group. {page_break}

Consumers are the most impartial arbiters of brand evaluation. Only the brands that win the praise of consumers can be invincible in the market. At the same time, consumers' love for brands also reveals the potential of brand development. Through consumer surveys, the organizers not only gathered voice from consumers in various regions of the country, but also provided strong arguments for the nomination review. Meanwhile, a number of brands with outstanding performance in various regions also entered the "grand prize" vision objectively.

Highlights of news events, evaluation of rich brand stereoscopic image

With the objective data from the market, Jack's seventh China clothing brand annual award has not forgotten the role of soft factors such as brand culture and brand management in brand building.

The organizers used the network platform, the media platform and the brand's own publicity instructions to conduct a quantitative study of the outstanding brands in the market in 2010, and objectively added the brand's operation status. This measure reflects the core internal factors of brand development, such as brand culture, brand management and brand value, which makes the image of a single brand full.

In addition to changing the way of "business investigation" and adding the way of "consumer survey", the nomination of this "grand prize" still continues the collection of data collected by industry experts, because the opinions of these 100 experts indicate the brand development and prospects.

From the above analysis, it is easy to see that the nomination and appraisal of the "Jack seventh annual award of Chinese clothing brand" has focused on the brand from the brand market status (brand marketing coverage + consumer market share), brand development potential (brand operation status + industry experts comprehensive evaluation), development prospects (industry experts comprehensive evaluation + consumer market share) and so on, resulting in the example brand of this year's industry.

There are more than 5000 brands in the aggregate data. What does the more than 5000 brands show for a big clothing country? And the more than 20 brands nominated by the "big prize" stand out from them. Can we not call them model brands? We can see that the nomination of the "Jack seventh China clothing brand annual award" will be sought after such a perfect appraisal system, or it can be said that they are finding the best performance in the market and excellent performance in operation.