Dongguan'S "Hot" Strategy: Rebuild Image

Dongguan

Dongguan needs to relocate

The experience of global urbanization shows that the agglomeration effect of industrialized cities is obvious, and the cost of urban operation is low, and the output efficiency is high.

As one of the most industrialized cities in China, Dongguan is developing like most industrial cities in China. It relies on low labor costs and excellent geographical location to start the industrial city's leading dance.

However, with the rapid development of Dongguan, the income of ordinary workers has gradually increased.

In times of peace, how can Dongguan's industrialized cities avoid the urban hollowing due to the relocation of other enterprises due to the increase of labor costs in cities due to the economic effects of migratory birds?

In recent years, with the attention of city leaders and citizens to the sustainable development of Dongguan, new elements have been injected into the city of Dongguan.

Cultural city, ecological green city and famous manufacturing city have become Dongguan's new urban location.

There are many landmark buildings in the city, such as Dongguan exhibition hall, Dongguan Magnolia theatre, Dongguan library and so on.

Songshan Lake has become a scenic spot in Dongguan.

Dongguan has taken a crucial and solid step in urban hardware.

With the positioning of cities and the availability of urban hardware, what else is needed to turn Dongguan into a "hot" city?

Recently, Fortune magazine is the best emerging country in China.

Suzhou, which has the same strategic position as the Yangtze River Delta and Dongguan, has made brilliant achievements in this survey.

"The best emerging business city with the most comprehensive investment environment" ranks third. "The most promising new business city with labor supply" ranks first. "The most promising new business city in the future" ranks first.

Suzhou is also the only prefecture level city in the first five places of "China's best emerging business city". In 2009, GDP was as high as 774 billion yuan, ranking fifth after Shanghai, Beijing, Guangzhou and Shenzhen, and its total industrial output value was 237 million yuan. It is the second largest industrial city in China after Shanghai.

A city that does not seem to have big business, nor has a major brand and a prefecture level city similar to Dongguan. It has successfully built itself into the most arrogant city in China through the creation of hot products and hot industries. How does the city brand of Dongguan turn into a hot hot city from a hot city of manufacturing?

Strategy of building a hot city {page_break}

Lewis Mandford, a famous city historian, said: "historically, cities are the most concentrated point of community power and culture.

All kinds of light scattered by life are gathered here and achieve greater social benefits and significance.

Cities are the form and symbol of the overall social relationship.

The life process of a city is essentially different from that of ordinary advanced organisms.

Cities can grow locally, partially disappear, and self renew.

The construction of a hot city must produce a highly competitive hot enterprise, hot product, hot industry and hot brand. With the popularity of hot brands and hot products, the popularity of the city will be promoted gradually.

With the reputation of "China Shoes Capital", "China zipper capital", "China's leisure clothing town", "brand capital" and "China's clothing capital", Jinjiang was originally a migratory bird economic city, mainly for the processing of clothing products of famous foreign brands. After three strategic adjustments, in 2005, it put forward the strategy of "city brand building market". In 2009, under the advice of professional consulting and communication company, it further upgraded and clarified its own positioning, forming a strategic orientation of "China's sports city".

Through the development of just over ten years, Jinjiang has developed a number of Chinese and even world-class brand enterprises and brand industries, including Qipai, Qipai, seven wolves, Li Lang, nine Mu Wang, sports and leisure industry Anta, PEAK, Hongxing Erke, del Hui, XTEP, Yaki, Fuma, pan pan and relatives of the food and beverage industry; Anne, heart, India, seven space of life service industry.

With the rise of thermal industry and hot brands, Jinjiang's migratory bird economic city has been successfully pformed into the brand capital of China. This is worth learning from Dongguan, and also the brand capital of China's only county-level city.

At present, the urbanization of Dongguan and the development of urban brand remain only in the "name" city level of manufacturing. Dongguan lacks the building and promotion of strong thermal products. The hot products of the city are the strong brands and related industrial clusters and exclusive channels of cities. How can we make use of the existing resources to build Dongguan's own hot products?

Landmark: excavating the existing product resources of enterprises in the city, mining related mature industries and markets, promoting cooperation and reorganization through cities, optimizing products and industries, and directly selling them to related markets, and establishing private brands and their own channels through the promotion of exhibitions and other channels.

Upgrade: through the inherent products of enterprises in the city, find differentiated demand in the market, and do fine and strong.

Integration: integrate some production lines of related enterprises, form a reasonable industrial chain, and create a hot industry and a hot brand.

Grafting: in the form of cooperation, one side borrows the other party or the partners to borrow each other's marketing resources or marketing platform to sell their products.

Subversion: subverting existing market standards, promoting the establishment of new standards through urban platforms, thereby occupying the market and building brands.

Fusion: establishing a joint platform for all enterprises in the city's own brand, through the unified product category publicity, product channel promotion, management and supervision system, so that the urban enterprise brand formation is integrated and promoted, so that Dongguan's own brand can be rapidly developed in a large scale.

Under the guidance of such strategy and planning, the promotion of hard advertising and soft dissemination of flexibility and softness will create Dongguan's own hot products, hot businesses, hot industries and hot brands in the true sense, and eventually make Dongguan a hot city for the masses to go.