Huang Congbao Reveals The Secret Of Brand Development

He entered

In the past ten years, from clothing design to promotion and operation to top managers and professional managers, he has been engaged in almost all the posts of garment enterprises.

At present, he is building a brand-new children's clothing brand -- Xin Wei Er, with his unique operation concept. Although it is still a "baby" in children's clothing market, it has already come to the forefront. It has attracted the attention of industry and consumers. He is vice president Huang Xin Bao of Guangzhou Xin Wei Er Clothing Co., Ltd.

Reporter: please briefly introduce Guangzhou Xin Wei Er Garments Co., Ltd.

Guangzhou Xin Wei Er Garments Co., Ltd. is the strategic development base of Hinville's children's clothing brand. It is located in the "1850 creative garden" of Guangzhou fashion creative base. The company has over ten years of experience in clothing production and brand operation.

In 2012, the brand of Xin Wei Er children's clothing formally met with consumers. In the short period of time when it launched the market, the brand was recognized by the market with its unique brand concept and operation mode, and also attracted the industry's high attention.

Reporter: for your personal experience, how do you think a brand can flourishing?

Huang Congbao: I am very willing to start with my own brand and expect to gradually change some old business concepts of the business owners, at least by taking practical actions to influence some enterprises' helmsman, making the brand of the clothing brand healthier and more stable.

Brand building should start with shaping the value of the brand, studying what the real demand of consumers is, and understanding and interpreting the needs of consumers with products and marketing methods.

In Xin Wei Er

In the process of brand operation, I use this innovative strategic thinking, starting from the basic things, and seeking the long-term development of the brand through the highlight of brand value.

Looking at the current market for children's clothing, when the product can not achieve greater differentiation, the price is more competitive. The price war is no different for the brand. So "killing one thousand of the enemy and losing eight hundred" is a great disadvantage for the healthy and long-term development of the brand and industry.

Reporter: in the view of many enterprises, domestic consumers' loyalty to brands is low, so they will broaden their channels, hoping to seize more market share through the expansion of channels. What do you think?

Huang Congbao: the main reason for the low brand loyalty of consumers is still from the brand itself. In today's growing consumer pursuit of quality and value, it is absolutely not a long-term development plan to blindly expand channels, but to start with brand value.

Hendwell advocates the core value of "Jane's lifestyle" to get a simple but not simple fashion life experience.

Adhere to the environmental health products as the foundation, give children a safe and comfortable product experience; through interactive experience, advocate simple and fashionable collocation style, respect the development of children's personality, and strive to improve the quality of life of children, bring the children a better childhood.

"Caring concept" is the core of the development of Xin Wei Er brand.

Reporter: what is the core value of the above brand in your experience?

Huang Congbao: throughout the history of world brand development, all successful brands have a common character, that is, they all have distinctive and distinctive brand core values.

However, many brands lack clear core values.

From the children's clothing brand market, we can see that there are few brands that can really go deep into market research and understand the real needs of consumers. Therefore, the core value of the brand is large and empty, lacking distinctive and distinctive personality, so it is difficult for such empty brands to capture the hearts of consumers.

Many brands claim to be "foreign brands" imported from abroad, but the fact is that they are genuine Chinese brands.

Although these brands have a "foreign name", they can not make the brand truly international "blood", no real brand culture and core value, let alone any distinctive brand personality.

The bruising of brand personality has become an important factor that restricts the development of local brands. To create a century old brand, we must first make the brand distinctive and unique.

Reporter: how to create the core value of the brand?

Huang Congbao: the current clothing enterprises have advanced international level in terms of capital strength and production technology. The key to brand development lies in the pformation of business philosophy by the business owners, the operation of the market by "creating brand" rather than "seeking profits", and creating the value of the brand after the foundation of the product, winning the consumer's love and loyalty with the core value.

The shaping of brand core value should go through the development of brand.

From the establishment of brand, Hinville's children's clothing has established the brand concept of "care", starting from every drop of life and truly concerned about the healthy growth of children.

This kind of care is not only reflected in products, but also in the sales environment of terminals.