The "Grand Prize" Review Presents The True Meaning Of The Brand.

The nomination review of "grand prize" focuses on the overall consideration of brand market status, brand development potential and development prospects.

In November 2010, the Jack seventh China clothing brand annual award nomination review meeting ended in Beijing, which meant that the nomination brand of the new "grand prize" had been put off, and the days of collective appearance were not far away.

At this point, the industry and business systems are still most concerned about who is our model this year, and the deeper meaning is why they become our model this year. From another perspective, the question is: can the "grand prize" accreditation system be sure that they are our role models?

Reviewing the appraisal system of the annual awards of Chinese clothing brands, it is easy to see that the evaluation of "awards" always revolves around the principles of market inspection, following the objective laws of market changes, and constantly adjusting and changing to meet the needs of brands that are increasingly rising and changing.

In 2010, the seventh "Grand Prix" made adjustments to the work of nomination and evaluation, and added new ways. No doubt it once again proved that the "grand prize" is a real insight into the process of finding brand names.

Present

In the nomination of the Jack seventh annual award for Chinese clothing brands, the fourth "commercial nomination" was changed to the statistics of commercial coverage. That is to say, the previous way is to investigate the individuals in the management department and ask them to recommend the relevant brands.

From the current "Grand Prix", it is the statistics of the existence of clothing brands in each shopping mall, so as to obtain the coverage rate of individual clothing brands in the National Mall.

This change directly reveals the existing market situation of the brand, and also marks the 100% objective of the commercial investigation link.

The organizers, together with PWC, have selected 100 key national billion yuan in 15 representative provinces and cities throughout the country.

In addition to considering the geographical coverage, the survey also takes into account the different levels of shopping malls targeted, basically covering the needs of consumers in all walks of life in the society.

For example: Beijing Jin Yuan new Lufthansa MALL, Beijing Lotte shopping center, Beijing Joy City, Beijing Sanlitun village, Chengdu Renhe Spring Department store, Nanjing Golden Eagle International Shopping Center Xinjiekou shop, Qingdao Hisense Plaza, century old golden flower, Guo Guo Fang Department store, department store, department store, shopping mall, shopping mall, shopping mall, shopping mall, Limited by Share Ltd, Dongtai Plaza, etc.

At the same time, considering the independent operation of stores

Objective business data, supplemented by PWC scientific statistical analysis, the current "award" Nomination review "existing brand market status" part of the final data released.

Supporting the brand's existing market conditions {page_break}

In the nomination review session, the current "grand prize" has joined the "new" element consumer survey. In fact, the way of consumer investigation has been adopted in the first evaluation of the "grand prize", but it has only been used for the final review.

This adjustment has enlarged the voice of consumers, and has also made full use of the means of evaluating the existing market situation of the brand through "final purchase".

The organizers and PWC in the six major regions of the country, including North China, Northeast China, East China, central China, Southern China and the northwest, selected 10 representative cities to conduct a questionnaire survey among local consumers. Among them, Beijing, Qingdao, Dalian, Harbin, Shanghai, Hangzhou, Changsha, Shenzhen, Xi'an and Xi'an, six research teams organized by the organizers collected 1000 valid questionnaires.

The content and form design of the questionnaire was completed by PWC, mainly using the "recall method", through the consumer's brand mention, to get the overall evaluation of the brand of four different age groups, such as "20 years old and below, 21-30 years old, 31-40 years old, 40 years old or older."

The 20-40 year old consumer is the mainstream consumer group, the main undertaker of the family economy, and the most fashionable and dynamic group. The consumer survey can better reflect public opinion, thereby supporting the relevant data required for the current "grand prize".

The setting of questions in the questionnaire takes into account consumers' consumption psychology, and reflects consumers' recognition of brand from different angles through the answers of consumers.

For example, "what are the Chinese clothing brands that you and your family have purchased in the year"?

The objective recognition degree of purchase behavior itself is a comprehensive evaluation of brand in the past period of time under the real economic conditions from the perspective of "individual".

Another example is: "in your impression, what Chinese clothing brands do you usually wear or buy around your colleagues or friends?" this is the evaluation and mention of the brand from the perspective of consumers' group.

Consumers are the most impartial arbiters of brand evaluation. Only the brands that win the praise of consumers can be invincible in the market.

At the same time, consumers' love for brands also reveals the potential of brand development.

Through consumer surveys, the organizers not only gathered voice from consumers in various regions of the country, but also provided strong arguments for the nomination review. Meanwhile, a number of brands with outstanding performance in various regions also entered the "grand prize" vision objectively.

Enrich the brand stereoscopic image

With the objective data from the market, Jack's seventh China clothing brand annual award has not forgotten the role of soft factors such as brand culture and brand management in brand building.

The organizers used the network platform, the media platform and the brand's own publicity instructions to conduct a quantitative study of the outstanding brands in the market in 2010, and objectively added the brand's operation status.

This measure reflects the core internal factors of brand development, such as brand culture, brand management and brand value, which makes the image of a single brand full.

In addition to changing the way of "commercial investigation" and "consumer survey", the nomination of the "Grand Prix" continues to collect data collected by industry experts, because the opinions of these 100 experts indicate the brand development and prospects.

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From the above analysis, it is easy to see that the nomination of the "Jack seventh annual awards for Chinese clothing brands" has focused on the brand from the brand market status (brand shopping coverage + consumer market share), brand development potential (brand operation status + industry experts comprehensive evaluation), development prospects (industry experts comprehensive evaluation + consumer market share) and so on, which has produced the example brand of our industry this year.

It can be said that the "Jack seventh China clothing brand annual award" Nomination brand we will soon see is looked after by such a perfect appraisal system, or it can be said that they are excellent performance in the market and excellent performance in operation. They are looked for by the "big prize". They are the real example brand of our industry.