Shishi Started The Brand War &Nbsp; Accurately Positioned The Product.

Many stone lions have doubts in the hearts of the people. Previously, CCTV Hunan satellite TV can occasionally see Shishi enterprises' image or product advertisements, such as the enterprises such as altzold Bao, and so on.

But nowadays, apart from a few of the two companies still insisting, other enterprises basically disappeared from the view of the national audience.

When one of the brands in Jinjiang bombarded the national media of CCTV and Hunan satellite TV in a prime time column, we could not help asking: where did the Shishi brand enterprise go?

Perhaps there is no excuse to stall our questions, or indeed, some of the business owners for the Shishi enterprise collective "absent" CCTV and other authoritative media advertising feast mostly because "may be advertising effect is not good."

In China, if you want to say that the advertising effect of CCTV is not good, I am afraid I can not find second TV stations that dare to call the advertising effect "one level".

In fact, we all know that advertising is not necessarily effective, but not advertising, the effect will be better, for the majority of Shishi enterprises,

As long as it is a market, advertising is inevitable. It is nothing more than how much money is put into it. The 100 year old brand LV, which only showed up in newspapers and magazines, is now showing its beauty on TV commercials. If LV's brand value is concerned, it doesn't need to put any advertisements on it. But the fact is, memory and memory are only between one idea. If the stone lions enterprises ignore the "change between memory and forget" in order to preserve value, it will be more than enough.

Shishi famous enterprises start brand war

The more we are in crisis, the more we need to pay attention to brand promotion, and really push the brand influence of "lion building" to the world.

This is a new move for Shishi's backbone enterprises to fight the brand war against the financial crisis.

Recently, Shishi more than 30 well-known enterprises coincide with Beijing, Shanghai, Guangzhou, Xiamen and local brand planning company "marriage" bundled development.

"If we say that increasing R & D innovation and enhancing the added value of products is a strong backing for the development of enterprises, the implementation of brand planning and promotion is to intensify market expansion under the severe situation.

In the second half of last year, after the outbreak of the global financial crisis, Shishi enterprises were also faced with severe challenges.

Under the encouragement and support of the municipal Party committee and municipal government, many brand enterprises quickly recognized the development situation and further strengthened their confidence in development.

On the one hand, the introduction of advanced equipment and technology, increase scientific and technological research efforts, strengthen the backbone and enhance core competitiveness.

On the one hand, it actively marries the brand planning companies of the local and other provinces, and increases the intensity of brand planning and promotion.

In addition to the more than 60 local consulting companies active in the forefront of the enterprise, establishing strategic cooperative relations with Shishi enterprises, providing financial management, marketing, consultation, exhibition and other business, Beijing's classic planning, Xiamen, Guangzhou, Quanzhou, AQ, China and other more than 20 provincial consulting and planning companies have entered Shishi or established marketing organizations. They have developed with Shishi small naughty group, such as Howard fox, and other Shishi famous enterprise alliances, and jointly launched a "lion building" brand battle in the new situation.

After being fully investigated, the brand enterprises, such as po Wei, old town and others, jointly established a brand operation company to jointly resist the impact of market turbulence in the form of "joint fleet".

"From passive to active, from wait-and-see to awakening, from hesitation to attack, this reflects the determination and confidence of Shishi enterprise to expand the market."

It is reported that these planning companies and enterprises after marriage, not only provide VICI and other routine services, more importantly, in the new situation, for enterprises to implement brand strategy to help.

On the one hand, they give full play to the advantages of popularity and wide market, and grasp the various market information for the first time, so as to respond quickly to the changeable market situation and give warning to enterprises in a timely manner, so as to help business owners make flexible decisions, turn passivity into initiative and turn crises into opportunities.

On the other hand, they aim at the present situation of enterprises, redefine the style and fashion trend of products, package the whole, formulate medium and long-term development plans for enterprises, and help establish modern enterprise management mechanism.

At the same time, they help enterprises integrate existing market resources, expand marketing channels, and jointly solve problems such as terminal marketing, profit control, and continuous promotion of brands.

If the products such as birds and birds are respected, the products of marketing will be extended to the blank points of the domestic market such as the rural market, the county level, the two or three tier market, the Midwest market, and so on, so as to increase the profit margins.

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How to develop Shishi clothing brand?

In the clothing industry, there has always been the praise of "North Dalian and South Shishi", which shows the prosperity and prosperity of these two regional textile and garment industries. As the core representative of Fujian style clothing, Shishi clothing has been slightly depressed in recent years. Compared with the Jiangsu and Zhejiang clothing industry that has been surging abroad in recent years, the Shishi clothing with brand superiority has been lost in the last century in 70s and 80s. Many of the old brand names that have already been worshipped have long gone away, and the existing Shishi new brand is also being ignored by consumers because of its large number of brands that can hardly impact the international market.

Some people say that Shishi's brand is like a girl in the middle of a boudoir, with a thick face and a thick head.

In Shishi, the population of less than one million county level cities, there are more than 5000 clothing and its industrial supporting enterprises. Everyone is good at women workers, and every family is cutting. The Shishi clothing industry has many years of thick and exquisite clothing technology and unique regional economic advantages.

Shishi's clothing industry also has nearly more than 2000 registered trademarks, and these independent trademarks can hardly be called brand names.

As we all know, the reason why Zhejiang clothing is famous is that it owns YOUNGOR (600177, stock bar) fir, and the left Jinjiang of Shishi has Anta seven wolves. These brands are well known and have a very high reputation. They represent the core value of the brand's location, forming strong communication and affecting other brands in their area.

Shishi is not, Shishi's many brands are often blurred, brand recognition is low, similar to the same.

What is a brand, popularly speaking, is a distinctive logo for products or services. This logo is not a simple symbol. It is not a slogan, a slogan, nor a simple commodity. It contains rich cultural connotations and represents a tangible and intangible value.

Why can't the Shishi's clothes be declared like Jinjiang's shoes and Ningbo's suits? It only depends on the lack of planning and strength on the brand building.

Forging brand and adhering to "Shishi big brand"

Shishi's clothing brand is to start the whole country and even the world. First of all, it is to give full play to the advantages of the group and integrate the core resources and create a beautiful "stone lion" brand.

Shishi's industrial advantages lie in casual clothes. As early as several decades ago, Shishi's jackets were already well known, and as Shishi was awarded the title of "China's leisure clothing capital", it has an irreplaceable advantage to spread it with the brand of big stone lion.

Similarly, in recent years, Jiangsu, Zhejiang, Guangdong, Dalian, Yantai and Jinjiang have been developing rapidly in the traditional and emerging garment industries.

The same is true in other countries. When the fashion week of Paris, Milan was opened, the world's attention focused on those big international brands, while the clothing group army of Turkey, Sri Lanka and India was unified. The group was displayed with dazzling single product design and different styles of cards.

Shishi's big brand is "casual wear". This brand appeal can be distinguished from the fashion of Jiangsu and Zhejiang's suit in Guangdong. The positioning of differentiation is more conducive to the spread of brand.

In recent years, Shishi has seen more success in implementing this brand. In collaboration with CCTV, it held the 2007 clothing conference. This move has spread the brand of Shishi well, and has made more consumers agree with Shishi.

The bigger the cake, the more brand income is in the region.

Therefore, for Shishi nearly more than 2000 small and medium-sized brands, the integration of Shishi big brand group army is a great opportunity to better build its own brand.

Shishi brand needs leading sheep

Big brands need to be done. Leaders in the industry are absolutely necessary.

In Jinjiang, because of the rapid growth of Anta brand, more people are optimistic about Jinjiang.

Among the more than 2000 brands owned by Shishi, there are dozens of famous brands in Quanzhou but only a dozen or so in Fujian. Only a few of them can be identified and recognized in the country. Such a proportion shows the serious shortage of the development of Shishi clothing brand. A good girl, who has been overshadowed for many years, has not been known by more people in the world.

Shishi clothing brand should be better developed and become a worthy model of Fujian style clothing. It needs several famous brands with high reputation and high reputation.

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CABBEEN's western camel and its dancing with wolves, these brands that grow in stone lions still have a certain reputation in the market, but their popularity is far less than that of YOUNGOR heavyweight brands.

In just over ten years, Anta has seven wolves in Jinjiang, and Shishi, who belong to Quanzhou with Jinjiang, lack such a loud brand.

How to effectively and effectively improve the overall brand image of Shishi clothing is greatly influenced by the existing resources.

Personality should be displayed.

Shishi's clothing brand should first be unified in such a big concept of "leisure school". This is a big coincidence. Big brands must be deeply rooted in the hearts of the people, so that consumers can think of Shishi's casual clothes immediately.

But the main reason for a brand to do a good job is whether the brand has vitality, unique brand ideas and brand highlights. This is the brand personality and the unique personality of the brand. This is the driving force for brand development.

Take the European brand ONLY, which is now a fairly high volume of sales, for example. Its role and choice of materials are not very valuable. The price of the middle price is not very high.

But the brand has been popular in large and medium-sized cities in recent years, and other brands belonging to one group are also popular in the market.

The reason why ONLY is popular among consumers, especially young people, is that their brand personality is spread in Europe. This brand, which is positioned in popular clothing, is described as a free street fashion in China.

This can be felt from the aspects of fashion design, shop terminal display, packaging, poster advertising and brand promotion.

Similarly, ZARA brand from Spain has created almost a miracle in China because of its unique brand positioning and brand personality.

Two years ago, walking on the streets of Beijing, many fashion conscious girls were still wondering which brand of the big clothing ads on the street were not heard of, and two years later, ZARA has quietly captured the hearts of a large number of young consumer groups. This year's sale in Shanghai was once handed down by fashionable men and women.

This is the strength of the brand and the strength of the brand with individuality.

ZARA also takes the popular route in Europe, but its brand conveys a simple, elegant, lovable and lazy Mediterranean temperament.

Looking back at the domestic clothing, the vast majority of brands face blurred, but consumers know the brand, to talk about the brand personality, the meaning conveyed by the brand can not be expressed.

In fact, these brands will have their own positioning at the beginning of their creation, who will be sold to them, what kind of routes and styles will be taken.

But these are the emerging brand personality, the same pattern in the dress design, the stereotyped advertisements on the endorser, which have led to the lack of brand personality and blurred face.

Therefore, for the high stage development of Shishi clothing brand, creating a brand is by no means simply a name, applying for a trademark, and finding a star to shoot an advertisement is so simple.

Under the big frame of leisure clothing, how to better subdivide, subdivide the target consumer groups from the design and subdivide the research and development.