Brand, Making "Dotting" For Zhuji

　 "11th Five-Year" report on the achievements of Zhuji's economic and social development.

In January 2, 2011, the Zhejiang satellite TV battle of marriage, which is sought after by young couples, will launch a special star program and let love warm up in entertainment. A few days ago, under the auspices of the famous host Zhu Dan and Dai Jun, Shi Changjia, chairman of the board of directors of the group, joined the director of Zhejiang satellite TV, Xia Chen an, to press the premiere. In 2011, she unveiled the official title of the battle of marriage.

The group has invested heavily in testing the water entertainment marketing, completely subverting the live advertising campaign, placing products as background or props into the program, which will undoubtedly further expand the brand influence of Jie Liya.

Brand: an inestimable influence.

Just 5 years ago, "Jie Lai Ya" was only an unknown enterprise. Sale The amount is only 56 million yuan, and the market share is less than 3%. Since 2005, "Jie Liya" launched a brand revolution, set up a "brand operation center", and repositioned its brand to create a symbol of high quality life, relying on CCTV and other media to build high-end image, and create the first brand of domestic towel.

5 years, as the leading brand of towel industry in China. Grace "In the brand building and construction, it can be seen as a pioneer in many circles. In a few years, the 3 level jump has been completed rapidly -- from" China famous brand, China's well-known trademark "to" China's industry logo brand "," China environmental label product "," China's 500 most valuable brand ", and then to" Asian brand 500 strong ". It not only realizes the myth that towel sales have kept more than 60% growth rate for 5 consecutive years, but also creates a growth miracle of 1 yuan worth of 1 billion 268 million yuan in brand value.

Not only "Jie Liya", "Tai Zi Long", "Busen", "Hai Liang", "forever"... More and more manufacturing in Zhuji, with brand building, famous throughout the country. According to the latest statistics, there are 18 well-known trademarks in China, 110 famous brands in the province, 4 famous brand bases at the provincial level, well known trademarks and provincial level. Famous trademark The number of them ranks among the top counties in the province, and the contribution of the brand to the economic development of the city has exceeded 65%.

Value: bringing increasing competitiveness

These days, the head of Zhejiang Jinyu Knitting Co., Ltd. is busy negotiating with CCTV and local satellite TV. The brand operating cost of the budget in 2011 is 15 million yuan, an increase of 50% over 2010. This decision comes from the brand value of Jinyu knitting. In 2010, Jinyu knitting invested 10 million yuan for naming Jinyu shadow theater, advertising and so on, and received a surprise return of 1 yuan to 85 million yuan in November and an increase of 75% in the domestic market.

Thanks to the brand effect, there are also longevity birds. Beginning in 2007, the longevity bird, under the leadership of chairman Ruan Huajun, began to promote the Internet. With the reputation of the brand, today, the online consumption of the pearl bird beauty net is about 100000, and online sales account for more than 60% of the company's sales. It has been rated as the top 50 of online retail consumer brands in 2009.

In 2010, the longevity bird joined hands with the domestic fashion magazine "Ruili" to promote its brand products, such as pearl powder and skin care products, aiming to make Zhuji cosmetics a first-rate brand. {page_break}

The value of a brand is far more than that of numbers. It is the golden key to realize the leap of regional economy. Jilia, Tai Zi Long made people remember Zhuji textile, and also promoted the growth of the textile industry; Jinyu and Dan Jia spoke for Zhuji socks, and also led a large number of socks processing enterprises to move towards the forefront of the trend. In the financial crisis, none of the private enterprises in Zhuji above scale appeared to shut down and shut down.

Upgrading: from "grass roots economy" to "big brand market"

The development of Zhuji is born out of the "grass-roots economy". Although the total amount is relatively large, its industrial level is low, the scale of enterprises is small, and its sustainable development capacity is not strong. How to grow from big to strong? Brand awareness plays a strong role in it.

In 2006, our city has promulgated the "11th Five-Year" brand development plan, "11th Five-Year" brand development plan and the key area economic trademark brand development plan. Since then, licensing and licensing began to prevail in Zhuji enterprises. Under the policy encouragement, green sea, Heng Long, dun an and Fei Ying were recognized as "well-known trademarks in China" through administrative means in a short span of 2 years.

After brand building in recent years, 50 enterprises in the city have established a relatively complete marketing network, and more than 100 enterprises have entered their own brand products into WAL-MART, Auchan and other global large supermarkets and shopping malls, and more than 200 enterprises have 327 international registered trademarks.

The emergence and construction of a number of leading enterprise brands constantly enhance the core competitiveness of Zhuji regional brand. In the past 5 years, the popularity of "Datang socks", "Shan Xia Hu pearl" and "Dian Kou copper processing" has become more and more popular in the whole country. At present, 18 enterprises in the city have entered the top 5 industries in the country. The 2 trademarks of "Jie Lai Ya" and "Busen" have entered the "500 most valuable brand list of China", with brand value of 3 billion 90 million yuan and 876 million yuan respectively.

Nowadays, the reputation of Zhuji brand in the whole province and even the whole country is getting bigger and bigger. The scale effect of the brand economy has already been released. Zhuji has also been named "2009 hundred counties (cities) of China's trademark development", ranking sixth.