The Success And Worry Of Yihe Professional Wear From The Perspective Of Brand Marketing

宜禾股份有限公司地處長江島市鎮(zhèn)江揚中市，1983年從生產(chǎn)滑雪衫、風衣等起家，1988年起進入職業(yè)裝專業(yè)生產(chǎn)領(lǐng)域經(jīng)過多年精耕細作，成功打造出“宜禾”品牌，已從普通的職業(yè)工裝發(fā)展到職業(yè)制服、職業(yè)時裝、特種防護服裝等業(yè)務，年產(chǎn)各類職業(yè)服飾600萬套（件），產(chǎn)品有高檔西服、茄克、襯衫、特種防護服、防護鞋、安全帽等，不僅覆蓋了國內(nèi)2000多家企事業(yè)單位，成為中國石油、化工、航空航天、冶金等200多家國有大型企業(yè)和500多家酒店、賓館、銀行等企事業(yè)單位職業(yè)裝定點生產(chǎn)企業(yè)，還遠銷日本、歐美等十多個國家和地區(qū)，為中國最大的職業(yè)裝專業(yè)生產(chǎn)企業(yè)，榮獲“國家免檢產(chǎn)品”、“中國職業(yè)裝第一品牌”、“中國職業(yè)裝十大領(lǐng)銜品牌”等稱號，被中國職業(yè)裝專業(yè)委員會授予“為中國職業(yè)裝事業(yè)發(fā)展做出突出貢獻的企業(yè)”。

1. Review of the development of Yihe

A comprehensive survey of the development of Yihe has the following characteristics:

(1) "the supply of salesmen" and sales of personnel.

Yangzhong is poor in resources and less than 4 yuan per person in cultivated land. In addition, people have to buy land in the field.

In the mid 80s of last century, the number of sales of 270 thousand people in Yangzhong reached 30 thousand. At that time, about 80% of Yangzhong's industrial output came from orders in the hands of suppliers.

This group of "sales and supply forces", relying on the spirit of "forty million and forty thousand", has gone all over the mountains and waters, eaten all kinds of hardships, talked a thousand words, and has gone through all difficulties and dangers. With the indomitable tenacity and dare to rush, it has won the contract and won the market, and has accumulated a strong explosive force for the development of Yangzhong's people based economy.

One of the differences between professional wear and ordinary clothing is the difference of sales channels. Ordinary clothing is mainly sold through the shop system, while the professional wear and the small part are sold in the labor protection shop, mainly relying on personnel to sell to various enterprises and obtain orders.

Therefore, the "supply and sale economy" of Yangzhong is the selling basis for Yihe to engage in professional clothing production.

(two) specializing in the production of professional wear.

Now many garment and textile enterprises are diversifying, some belong to similar diversification, others belong to cross industry diversification, such as red bean group from clothing to bedding, rubber, machinery and real estate.

And he proposed to be an expert in Chinese professional clothes, emphasizing "concentration, concentration, professionalism and expertise".

In September 2003, Yihe established the first National Institute of professional clothing, and worked with relevant research departments to develop high-tech protective clothing for aerospace, navigation, medical and other fields, and strive to occupy the commanding heights of the market in the field of intelligent occupational wear.

(three) pay attention to the construction of independent brand.

In 2006, Yihe entered the brand strategy project in an all-round way and entered the international market with the strategic vision of "Chinese professional wear experts". It invited Shanghai professional consulting company to directly intervene in the brand planning of the company, import new visual symbols, expand and enhance the influence of the brand through exhibitions and various public relations activities.

Yihe has always emphasized that international cooperation is limited to technological and design learning. We must maintain "Yihe" as a complete independent brand.

(four) strengthen cooperation with foreign countries and pay attention to style design.

Yihe has hired internationally famous brand German BOSS suit senior technician Fries and Italy fashion designer Bruno as well as domestic senior craftsmen as technical guidance, and has a group of young designers. The design works have won many awards in international and domestic competitions, adding more fashionable and humanized elements to Yihe products.

In fact, inviting foreign design masters to serve as technical guidance can not only enhance the design level of Yihe, but also publicize and publicize the news, adding a legendary color to the brand of Yihe, which belongs to the brand story.

(five) pay attention to the research and development of the fabric and the overall quality improvement.

Yihe has endeavor to introduce high technology into the field of occupational wear protection, pform sophisticated technology into simple application technology, and focus on the research and development of professional clothing in special fields such as aviation, navigation, metallurgy, power, petrochemical and so on. It has designed professional tooling for many domestic enterprises, and not only can meet the special protection needs such as high temperature resistance, acid and alkali resistance, fire prevention, radiation protection, and static electricity protection.

"Yihe" antistatic, acid and alkali resistant protective clothing has been awarded the gold medal of Beijing international new technology and famous products fair. In the finals of the China international professional wear design Grand Prix, 6 entries selected by Yihe were awarded the "best material award" in the design competition of the bank's theme dress design.

Yihe has always maintained high intensity R & D investment, ensuring that more than 2% of its annual sales volume will be used as R & D fund and Achievement Award Fund.

Yihe has invested hundreds of millions of yuan to upgrade its production facilities. It has adopted the most advanced production equipment in the world. It has introduced a complete set of American CAD design system, CAM single layer cutting system, Germany BRISAY computer stereoscopic ironing system, and Germany Duke, Bai Fu, Shi duo Bao, Japanese heavy machinery, brothers, and Zhi Ben's professional clothes car.

We first introduced the ERP management system into the production process, and realized the "production scale base, production process informatization, product quality standardization, enterprise development marketization and enterprise management institutionalization".

Two, Yihe brand marketing status

(1) the core elements of the clothing brand are three elements.

Zou Taojia, a Brand Strategist, puts forward three core elements of clothing brand in China: brand value, clothing design, clothing quality (including fabric quality and workmanship quality), these three constitute the core elements of clothing brand.

Brand value is a kind of value idea advocated by clothing brand, such as life philosophy and life style, such as Semir's "what to wear," and "simplicity and simplicity" of Li Lang.

Brand value is not only expressed through advertising language, but also visual language, mainly brand VI and core visual elements.

Clothing design mainly refers to the style of clothing, which is the killer of clothing sales.

Fabric is also an important part of clothing brand, such as "heated card" and "far infrared" which had been badly fried in the past few years, but if the fabric is not the unique patent of the clothing enterprise, it will easily be duplicated by the opponent.

The work is mainly determined by the production equipment and production process, and the same design and fabric will also be different because of different workmanship.

The above are the three core elements of clothing brand, and other factors such as price, packaging, channels and so on are also important for clothing marketing, but not the core elements of clothing brand.

This is like the initial marketing of 4P, which was later extended to 7P, but the most important thing is 4P.

Clothing prices are basically determined by brand values, clothing design and clothing quality.

Brand value is located in high grade, the price is bound to be high, brand value orientation is practical and practical, and the price is lower.

The costume design comes from the designer of the big designer, and the price is naturally high.

The fabric and workmanship are better, and the price is naturally higher.

The style of clothing packaging and shop facade design depends on the brand value of clothing.

Other channels such as channels are also determined by clothing brand values. Brand values are located in high grade, mainly in exclusive stores, shop outlets and advanced consumption places. Brand value orientation is mainly practical and practical.

Taking a comprehensive look at the core three elements of Yihe clothing brand, the brand values of Yihe are mainly "fashion, classic, green and safety". On the design, Yihe clothing invites foreign design masters and domestic senior craftsmen, and has a professional clothing Institute. Quality, the fabric of Yihe professional clothing can better meet the special protective requirements such as high temperature resistance, acid and alkali resistance, fire prevention, radiation protection, antistatic and so on. The ERP management system of Yihe enterprise manages both the market and the production workshop and production process. It is understood that the ERP system is the first in the national garment industry.

Jiangsu's Ben Xian silk clothing company, located in the Gaogang District of Taizhou, which is located across the river from Yihe River, is relatively weak in its own brand building, not only for the VI aging of the enterprises, but also for the three core elements of the clothing brand.

The company is the executive director of the China Silk Association, the first batch of 17 high-grade silk signs enterprises in the country. The "Ben Xian" brand senior silk pajamas was awarded the silver award of the Chinese silk Expo in 1995. In 1997, "Ben Xian" brand silk underwear and pajamas were awarded the famous brand products of China's silk industry by the China Textile Federation. In 2003, the "Xin Xian" brand underwear was awarded the gold award of the new silk product of China.

In the core three elements of the clothing brand, Ben Xian's clothing design and clothing quality are all available. What is missing is the clothing brand values. We do not know what the brand connotation of Ben Xian is, and the corporate culture of Ben Xian is not clear.

(two) double connotation of brand.

Zou Taojia, a brand strategy expert, points out that the connotation of brand must be clear, and there should not be multiple explanations at the same time. The connotation of brand from the angle of enterprise itself and the connotation explanation from user experience should be unified.

If it can not be unified, it can only choose one of the two, and the best choice is to explain the connotation of user experience.

Semir group is based on the interpretation of the brand connotation of the enterprise. Semir is interpreted as "Sen Li Tian Di" and "Ma Zhi Li Li". The meaning of "Sen" extends to ten years of trees and hundred years of people. It provides employees with good growth environment and development space and makes them grow into pillars.

Semir group, with the aim of "creating popular clothes and famous brand", adheres to the brand advocation of "advocating youthful vigor and showing off youth itself".

The vigorous growth of trees and the enthusiasm of horses are basically consistent with the brand image of Semir products.

Therefore, Semir's interpretation of brand connotation based on the enterprise's own brand and the interpretation of brand connotation based on user experience are basically the same.

Jiangsu Shuang Deng group, its battery products are also "double boarding" brand, based on the enterprise's own brand connotation, "double boarding" for climbing "never stop" and "climbing new technology peak, climbing new spirit realm" double climbing meaning.

From the perspective of user experience, the product technology of "Shuang Deng" brand communication battery has been constantly improved and improved, reflecting the peak of new technology. The after-sales service of Shuang Deng has been continuously improved, and the sense of responsibility of enterprises has been constantly strengthened, which shows a new spirit of climbing.

The two are unified.

Daquan Group is a large national enterprise group that produces electricity. 7 of its member companies are co operated with world-famous multinational groups.

Based on the interpretation of the brand connotation from the perspective of enterprises, "Daquan" is interpreted as "tolerance is big and harmony is the whole", but this has nothing to do with the brand connotation based on user experience.

In fact, the advantage of Daquan Group is to provide system solutions for the power industry. Daquan has been involved in many fields such as switchgear, bridge and bus to power pformers, intelligent appliances, power and environmental protection, and now it has entered the cable industry.

Therefore, from the perspective of user experience, the brand connotation of "Daquan" is "systematized products and whole process services", providing customers with industry system solutions.

Now let's take a look at Yihe. The connotation of Yihe's brand has been doubled. It not only explains the "Yihe" from the perspective of the enterprise itself, but also explains "Yihe" from the perspective of user experience.

From the point of view of the enterprise itself, for example, in Yihe's corporate propaganda film, "Yihe" has been interpreted as "Yi Tian Shi" and "land of grass", which is rooted in the fertile soil of the south of the Yangtze River and is nourished by modern civilization, growing in natural harmony and thriving in the sunshine and rain.

"Yihe" is not only a group name but also a clothing brand. It has two advertising slogans: "sparkling life with a peaceful and happy color, and fashions" and "fashion, classic, green, and safety" with a natural attitude.

The interpretation of "heaven, time, place, and people" from the perspective of enterprises is too traditional and not fashionable enough, which is inconsistent with the interpretation of user experience of Yihe, and the connotation of Yihe brand needs to be adjusted.

"Suitable" is also suitable.

Fit with the times is fashion, and users are comfortable.

"Wo", green plants are also natural and healthy.

At the same time, considering the occupation.