Hong Zhaoming: Jin Po'S Clothing Marketing Is Going All The Way.

　　 30 years ago, 46 year old Hong Zhaoming led his family in Jinjiang, Fujian, and embarked on a hard road to entrepreneurship. 30 years later, Hong Zhaoming's K-boxing became the first brand of Chinese business casual men's wear. 。

In the 30 years, from the unknown public dress to China Casual Wear What is the driving force of the rapid growth of the first brand? In fact, in order to explore the core competitiveness of the company, we have to examine the brand development strategy of the 30 years.

　　 Brand building Step by step

If an enterprise fails to form its own brand influence, it is difficult to develop. There is no shortcut in brand building. It is a relatively long process. In 2009, operation headquarters moved to Shanghai, and restructured the brand marketing chain and R & D supply chain with the help of Shanghai's talent and resource advantages to achieve brand upgrading.

From beautiful to strong

In 1980, the domestic market is still under the control of the planned economy. The policy is not open but smart. Hong Zhao Ming With two door panels, the tailor's bed has been cut into pieces, and the clothing business has been flourishing and expanding with the family workshop style. In 1984, Hong Zhaoming and his brothers jointly founded the new art Jiali garment factory, and formally began the factory production and operation. In 1985, Hong Zhaoming brothers registered the trademark of Jiali, which was also the first enterprise in Quanzhou, Fujian to produce garments with its own trademark. In 1986, Hong Zhaoming began to operate independently and founded the two factory of Jiali clothing, and began to use Daming trademark the following year. In 1980s, China's clothing market was fragmented, and brand awareness was generally not strong. Enterprises focused on short-term growth in sales. The market segmentation did not take shape and there was no complete marketing concept. In 1989, when Hong Zhaoming applied to the local industry and Commerce Department to apply for the registration of Daming trademark, Daming trademark had been registered by others. After careful consideration, Hong Chao Ming chose the "strong fighter", a trademark containing male masculine, confident, steady and strong personality and independent style. From then on, it took a long road of brand building.

The way of brand building

In the face of increasingly fierce market competition, how to make it strong and become the leader of the garment industry? Hong Zhao Ming knows that only by establishing a complete product structure system that belongs to the powerful power, can the strong power be in an invincible position in the market competition. Through market research, Hong Zhaoming believes that jacket has a huge market development prospects, and will be the dominant direction of the product of "strong" positioning jacket. This precise market segmentation makes it possible for the company to focus on the production of jacket, and to create the first brand of China's casual men's clothing has become a common vision of the powerful people.

The cornerstone of brand lies in the quality of products. Only high quality products can win the trust of consumers. In 1990, Jin Ba invested hundreds of millions of yuan to introduce hundreds of advanced international equipment, and began to absorb large quantities of clothing design, management and marketing talents. Under the strict quality management of Hong Zhaoming, the strong fighter gradually established a set of scientific performance evaluation methods and incentive mechanisms, which laid a solid foundation for its rapid development.

In 1992, "strong head" registered the first "rocket head" trademark. It took the lead in regulating the brand visual identity in China's men's wear field and began to take a place in the Chinese market. In 1997, PowerLeader introduced into the CIS image recognition system, which had far-reaching significance for the strong fighter. It not only set up a good brand image for the strong fighter, but also effectively promoted the sales of the product. After that, it strengthened its ties and cooperation with domestic and foreign clothing design and research institutes, invested huge amounts of money in new product development and design, and enhanced the brand image of the powerful brand. In 1999, JP became the first brand of Chinese market jacket products.

Before 2000, the powerful agent adopted the wholesale selling system, which could enable the rapid sale of the market to gain short-term economic benefits. But in the long run, this model is not conducive to brand building, and even to a certain extent, dilute the brand value. Is it continuing to dissociate itself in the low-end market, or in building the brand? In 2000, RBA abandoned the wholesale selling system that had been used for nearly 20 years, and launched the franchise system in an all-round way. It became one of the first batch of garment enterprises to launch franchise business in China.