Next Stop, "Tian Hou"? Growing Brand CHIC2011 Is Attracting Attention.

"Nurture

Brand ecology construction: basic strength should not be neglected

"The list of China's clothing growth brands" is a review of the clothing brand with excellent growth ability, independent and original clothing in the professional market.

The Chinese Textile Industry Association circulation committee first launched the China apparel growth brand selection campaign in 2010 by supporting the growth of small and medium-sized independent clothing brands, strengthening the construction of clothing professional market service system, and promoting the upgrading of service function of garment professional market.

The first batch of 74 "Chinese clothing growth brands" have been released.

In 2011, there will be a group of "Chinese clothing growth brand" again.

"The professional market should help operators to build roads together, and incubate brand growth through channel construction."

Last year, Cheng Jiuzhou, the general manager of Guangzhou white horse clothing market, was reminiscent of what he said.

Like the white horse clothing market, last year, there were 14 clothing professional markets that were well established in the field of brand management and service work. By the Circulation Association of China Textile Industry Association, it was rated as "China's clothing brand incubator base". Similarly, such bases will be added another batch this year.

With the independent growth desire and efforts of the clothing brand, the investment in the construction of the public service platform of the "China garment brand incubator base" and the improvement and upgrading of the service system can provide a better growth environment for the brand.

This is undoubtedly the most basic force of Chinese clothing brand, the most valuable "seedling" and "reserve army" in the Chinese clothing brand ecology.

Growth brand: next station "Tian Hou"

In the past year, the "Chinese clothing growth brand" has strengthened the development of brand development. Whether it is to strengthen publicity and promotion, or to strengthen brand awareness and expand marketing channels, it has positive actions and effects.

In the late autumn, the sweater enterprises in the Pu Yuan are also well-known enterprises in the field of cardigan. After they won the title of "China's clothing growth brand", they actively carried out the brand reengineering project.

First of all, the repositioning of products, leaving the original cardigan address positioning in the field of leisure knitting, so that the characteristics of its products are more distinct.

At the same time, the redesign and processing of logo is also very important. The re optimized logo is more internationalized and identifiable. The logo, which is based on grey system, shows elegant and mature brand charm.

In addition, its cooperation with the international wool Bureau has also made the application of brand technology and fabrics more advanced and fashionable.

The stage of China International Clothing and Accessories Fair is no longer just for famous brands, but more growth brands are starting to take a small test.

The clothing growth brand represented by Bai Xian Prince and maple Dan Lu formed the Xi Liu exhibition group. Last year, they took part in the clothing fair, showing the charm of the northern style dress.

The representative of Chengdu's own brand has been participating in the Expo for several years, and this year is no exception.

And the export brands from the Beijing Ya Ya Bao Road clothing market, this year is a big hand to win nearly 200 square meters of booths.

The "five cars, three good" brand of children's clothing in Dacheng clothing market in Chengdu has been appraised as the growth brand of Chinese clothing after strengthening its brand management concept. In the course of its operation, it also pays more attention to channel maintenance and tries to expand the monopoly mode. In 2010, 800 thousand pairs of jeans were produced and sold, and the sales amount reached 39 million yuan, an increase of 8% over the 2009 turnover.

It is noteworthy that the honor of "China's clothing growth brand" is valued by more and more new and medium-sized brands.

They not only put the bronze medal awarded by the association in the most prominent position of the company, but also put the honor into the brand brochure.

It is precisely because of such a positive and upward growth mentality that "China's clothing growth brand" is becoming more and more concerned about the consumer market.

The hope that these brands grow from "seedlings" to "towering trees" is also growing.

Brand evaluation criteria: basic conditions and development considerations.

This year's Chinese clothing growth brand has been jointly released by the China Textile Industry Association Circulation Association and the China Apparel Association. Based on the "Chinese clothing growth brand" and the "Chinese clothing brand incubation base", the "excellent channel brand of Chinese clothing" has been launched.

As a necessary condition to declare the growth brand of Chinese clothing, the declared brand must have legitimate trademark registration certificate, realize enterprise management, and have a complete brand image and corporate image, and the ability of enterprise's design, research, marketing management, operation mode and quick reaction is the content of further examination.

"China's clothing growth brand" and "excellent channel brand of Chinese clothing" respectively put forward specific amount requirements for the turnover and the number of distributors.

For example, the minimum turnover of men's clothing, women's wear and children's clothing declared by China's clothing growth brands is 30 million, 20 million and 5 million respectively, and the number of distributors in the country reaches 30 or more. The lowest turnover of brand men's clothing, women's wear and children's clothing is 30 million, 20 million and 10 million respectively, and the number of distributors in China reaches more than 20, and the number of operating brands is more than 2.

"Setting such standards is not only a measure of the growth base of a brand, but also a good expectation of our brand growth. We hope that more and more small and medium-sized brands will be run by enterprises, have a good brand awareness, establish brand development ideas, and make painstaking efforts in R & D, marketing and quality management."

The head of circulation branch of China Textile Industry Association said.

It is learnt that the circulation branch has striving for more brand preferential policies and services for the excellent growth brands in the unity of core units, making use of the opening and cooperation of the channels, and providing them with brand docking and related promotion services.

For example, the priority entry of the well-known professional market, the priority of market development, the priority participation in the docking promotion and training of the circulation branch, providing tracking services and creating a brand friendly ecological environment.