Quietly Watching The Market Consumption Change, North Qi Deducts "Refined" Brand Upgrading (1)
In this era of rapid growth of the brand, Local enterprises Facing a new topic -- brand upgrading. The upgrading of brand is based on the long-term development of the overall demand of enterprises. When the market is constantly changing, consumers are becoming more rational and their competitors are becoming stronger and stronger, the upgrading of brand connotation can be achieved through continuous self-renewal, and product upgrading will be realized synchronously. Marketing Upgrading, dissemination and upgrading Administration Upgrading strategies that enable enterprise brands to meet the needs of market consumers and continue to move towards the top of "brand Pyramid".
Brand upgrading involves many aspects, such as sublimating corporate vision, young brand image, brand differentiation, shaping entrepreneur image, disseminating brand story, inputting emotional factors, foreshadowing brand expansion and so on, all of which should start with the refinement of brand. Because only in this way can we get closer to the market and to the consumers.
For a closely followed market Brand innovation is the basic rule of the development of local consumers. Since 2007, the company has begun to integrate the brand identity, commodities, channels, terminals and marketing to show the infinite vitality of an innovative brand everywhere. With the internationalization upgrading of brand identity, the comprehensive promotion of channel construction and the upgrading of terminal image, the company has integrated the excellent team of designers and fashion promotion methods at home and abroad to improve the taste and market affinity of the local brand in every detail, so as to make full preparations for building the "first retailer brand of China fashion industry" and promote the upgrading of the brand.
核心事件：諾奇快人一步的品牌升級
In the past two years, in Quanzhou, where the private economy is active and the clothing brands are gathering, many famous clothing brands have been playing the role of "internationalized" brand upgrading.
And for a long time. Clothing market The change of demand and the dynamic of consumer demand, as early as 2007, began to upgrade the brand identity, launched the English LOGO "N&Q", and upgraded it from the original "wonder fashion chain" to "N&Q| wonder fashion" Chinese and English combination LOGO. So far, the company has started to upgrade its products, advertising slogans, publicity channels, supply channels and sales services. This also makes the nuqi brand system more systematic and micro, and the brand connotation is more thorough and comprehensive, which is closer to the needs of consumers.
Coincidentally, in August, the "power boxing man" announced the opening of a new logo to replace the "champion" image that has been revised and used several times since 1996. Zhejiang's Prince Tai Lung menswear has announced "changing the standard" in the past July high profile. Some of the strength brands belonging to Fujian style menswear camps with strong driving force have also taken the bid change action.
產業淵源：服裝品牌的新沖擊波
In 2008, China's private economy welcomed the 30th anniversary of reform and opening up. The first climax of the Olympic economy was also erupted this summer. At the intersection of this historical opportunity, many foreign brands with strong market competitiveness have made a new round of shock to Chinese clothing brands with the help of Olympic business opportunities.
For a while, the voice of high-end line and brand internationalization has been heard. The domestic men's wear brands have launched a series of wave of brand upgrading from brand positioning, product manufacturing, terminal channel and marketing strategy.
But Ding Hui, chairman of the group, believes that the upgrading of a brand does not mean that it is enough to upgrade the logo, advertising language and other external things to the international level. Instead, we should make a comprehensive refinement of the brand, including all the items including products, packaging, brand identification, brand personality, brand trench, sales and services, and integrate all the factors such as product, quality, service, culture and history into the brand value. The most important thing is to be recognized by the market and consumers.
精細化：諾奇的品牌升級
品牌標識：與國際接軌的識別系統升級
The refinement of LOGO and identification system is an inevitable choice for Chinese enterprises to become internationalized, and has also become a trend and trend. In order to cope with the constantly updated market environment, enterprises have to continuously update their Logo to meet the competitive needs of the new era. As an outstanding representative of China's local brands, Haier's LOGO has also undergone a continuous evolution process.
In July 2007, he upgraded the original "logos fashion chain" brand logo to English LOGO "N&Q" and launched the "N&Q| wonder fashion" brand logo in Chinese and English. At the same time, in order to coordinate with the image of publicizing and improving the overall shopping environment of the store, the company has integrated with the popularity of the store identification system and upgraded the overall standard.
The black-and-white hue and decoration style shows the elegant and chic style of black and white. Under the background of black background, the white LOGO in Chinese and English matches is very eye-catching, fashionable and dynamic; the spacious and bright shop design, the high-grade and exquisite decoration, the fashionable avant-garde window display, the varied fashion collocation and so on, all reflect the unique fashion taste and infinite innovation spirit.
The emphasis on detail enhances the humanized design style of the local store, while the large space design and innovative cabinet technology enable customers to enjoy the rich visual enjoyment while bringing unprecedented experience of clothing consumption.
品牌個性：自有品牌服裝專業零售
The homogenization of brand personality is a common phenomenon in Chinese brands. This has led to the absence of resistance from local brands under the attack of distinctive brand names. A brand with distinct and unique personality can be inundated or stand out in the sea of brands and gain opportunities for survival and development. The purpose of the refinement of brand personality is to avoid the ambiguity of brand personality and make the uniqueness of the brand become a competitive tool that can not be duplicated.
And the brand personality of the park is SPA mode (private brand apparel retailer). In 1997, he started the way of fashion retailing, and in 2004, he defined the SPA development mode with unique and broad market prospects, and began to create "the first retailer brand in China fashion industry".
Since the beginning of 2008, the company has moved from a multi brand business to a single private brand, and has made efforts to build a professional retailer of its own brand clothing. That is, on the basis of the successful experience of hundreds of garment brands in the past, it gradually unified the commodity into a single, self owned clothing brand, and continued to maintain and build the two businesses of "N&Q" and the "first" brand retailer.
品牌定位：理性選擇
When we mention the word "fashion", we often think of Paris, colorful Milan, even old fashioned London. When it comes to fashion, it will also involve "Chanel", "Dior", "GUCCI" and "Armani". "High quality, fashion, luxury" is their pronoun. The development history of dozens or even hundreds of years has made it more integrated into the aristocratic sense.
The emergence of Nash has broken the way of traditional clothing brand operation. Its core value lies in "fashion parity", that is, while providing fashion clothes and clothes, it does not give consumers lion talks. It is in the same quality, it serves customers at the best price. And minimize operating costs, reduce commodity prices, and popularize the lifestyle elements with a more popular threshold.
In 2008, the "rational choice" of nold, the enterprise mission "to provide value for customer value of fashion" extended to "make more people fashionable", that is, through the efficient product organization system and fast supply chain system to achieve "fast fashion", and use the price of the civilian price, appropriate publicity to popularize and popularize fashion, so that more people are fashionable.
品牌溝通：貼近消費者的宣傳
Along with the market competition and the upgrading of media environment, brand communication has also been evolving. The era of an advertising film has become popular in China. Nowadays, brand communication needs professional fine operation. From brand story to advertising performance to public relations activities, a series of communication activities between brands and consumers should be closely related to the minds of consumers, so that consumers can enjoy them.
After becoming the eighth CCTV model TV competition in Fujian last year, he named the ninth CCTV model TV contest in Fujian. Through the CCTV model TV contest, not only did he provide the model players with the stage to display themselves and realize their dreams, but also set up an effective platform for the interaction between fashion industry and business economy. The "fashion + model" brand shaping movement has injected more fashion and popular elements into the park, and has made the strategy of Vogue's brand fashion to a new height.
In August 2008, he also shot a new version of advertising film specifically for the design of the slogan "rational choice". The advertising film is divided into three chapters, namely, "Da Dao Pian", "Shui Pian" and "hurdle". From three different points of view, there is no fashion and parity brought by any intermediate link in the fashion. Plain and unfailing taste, humorous and unassuming real picture and advertising discourse, concise and accurate expression of the connotation and essence of "rational choice". At the same time, he also covered the market in various stores for targeted broadcasting.
At the same time, in September, he joined hands with several internationally renowned models, and temporarily established a strong fashion selection team and make-up modeling team.
- Related reading
Spinning And Clothing Industry: Concerned About Good Physical Fitness Enterprises
|- Dress culture | Girls' Clothing Tips
- Local hotspot | The Fourteenth Jiangsu International Fashion Festival Releases News In Beijing
- College students'Entrepreneurship | College Students Start Their Own Businesses And Earn 7.
- Workplace planning | 求職誤區：穩定放在第一位
- Popular this season | Wearing Tights To Tide Men! Men Wear Women'S Clothing To Sweep Fashion Circles.
- Collocation | Hitting Seven Colors Is Enough.
- Workplace planning | How To Understand Your Career Interests
- effective communication | The Core Secret Of Interpersonal Relationships: Taking The Other Side As The Center
- City Express | Bangladesh'S Clothing Exports Were Hit By India'S Payment Crisis.
- Fashion character | Learn "Iron Lady" &Nbsp; Wear Noble.
- "Refined" Brand Upgrade (Two)
- Three Pillar Policies To Help Enterprises Overcome Difficulties
- The Pearl River Delta Economy Is Expected To Continue To Lead The Country.
- Under The Crisis, Wen Urged The Government To Lend A Helping Hand.
- Footwear And Other Export Tariffs Have Been Neglected.
- Indonesia Has Issued New Regulations On Footwear And Other Industries.
- Shoe Industry Three Ways To Resist "Cold Winter"
- Spinning And Clothing Industry: Concerned About Good Physical Fitness Enterprises
- Textile Industry: Quickening The Pace Of Pformation
- Jiangsu Cotton Purchase Market Active Price Rises Farmer Satisfaction