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Brand Strategy: Win The World By Brand

2011/5/30 10:17:00 90

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Nine Mu Wang Brand Strategy Brand Culture

Clothing as the most basic consumer goods, its status is self-evident.

With the development history of human society for thousands of years, from the early stage as the "shield" and "protect" body's "tools" to today's leading fashion, clothing is not only a commodity, but also shows its artistic flavor.

If design is the soul of today's clothing culture, brand can better show its status in the eyes of consumers.

The popularity of brand culture and the spread of brand loyalty have made countless beauty lovers follow closely.

If an enterprise wants to remain invincible in the market, its correct brand strategy is directly affecting its success or failure.

Joeone

As the leader of China's business casual men's wear, its correct and consistent brand strategy in China's specific market will make it permanent and will affect the world.

China's modern garment industry has developed along with the flood of reform and opening up. In the 30 years of development, from the initial O E M business model to the "implementation of brand strategy" concept, the brand of Chinese clothing (14.49,0.60,4.32%) manufacturers has been strong.

According to the data of E urom onitorInternational, the retail sales of China's men's wear market in 2009 amounted to 377 billion 600 million yuan, accounting for 39.2% of the total retail sales of clothing from 39.2% in 2004 to 47.6% in 2009. It is estimated that in the next five years, the Chinese men's wear market will continue to maintain its growth rate higher than the whole market.

The nine bru Wang brand advocates "steady, atmosphere, without losing enthusiasm and vitality". It is the mission of "making men's fashion products with high cost performance on different occasions"; advocating the concept of fashion culture of "delicate life".

Its core brand, the nine generation of men's clothing, is pursuing the fashionable, portable and innovative young generation. It constantly pursues the perfect traditional perfectionist and the mass oriented general public as the main market position. On the basis of quality, it strengthens the concept of "self protruding" and "showing itself" and combines the idea of "technology", "fashion" and "fashion".

In terms of brand building, the king of nine herding has been closely surrounding since its establishment.

Nine Mu Wang brand

Positioning, core value and characteristics, through product design, sales terminal image, advertising, men's trousers Cultural Festival and Western style cultural festival and other marketing activities, continuously improve the reputation of the nine herd brand, reputation and loyalty.

At the same time, the "good quality" product has won the good reputation of consumers. It has further enhanced the reputation of the brand and accumulated a large number of loyal consumers.

At present, the brand of "nine herd king" has become one of the most influential and popular leading men's clothing brands in China.

The strong popularity, reputation and loyalty of the brand have led to sustained sales growth.

On the basis of brand building, how to pass the brand image and product image accurately and timely to consumers through various means, stimulate consumers' desire to buy and eventually produce sales results, is the focus of clothing retailing industry.

China's traditional brand building is based on price. Under the premise of guaranteeing quality, it wins market share at lower price. Its characteristic is that it can get a considerable market share in a short time, but its brand loyalty is very low, so it is easy to be eliminated by the market.

However, with the continuous improvement of per capita national income, people's sensitivity to clothing prices has been declining, but their sensitivity to brands has been increasing.

In combination with market orientation, the product is defined as an accurate interpretation of brand positioning through trademark and other fashion elements.

Its goal is to create a prominent and distinctive style of nine herd king to improve the quality, fashion sense and collocation of its products.

The brand is committed to building China's "world-class brand". Through its marketing channels such as products and stores, it spreads its entire series of men's wear brand image, emphasizes its brand positioning, and promotes "men's pants experts" to professional menswear brands in China and even the world.

In terms of terminal management, King Mu disseminate its brand image and display brand positioning through direct stores and franchisees.

Marketing strategies that embody quality and fashion and emphasize affinity and sense of belonging quickly occupy the market.

In terms of price strategy, the brand image and market positioning should be matched in an all-round way, so as to avoid excessive damage to brand image caused by excessive discount and other promotional methods, and set up a set of effective disposal plan for over season inventory.

The company will distribute the parent brand of the company on the basis of the original brand.

Sub brand

The two tier brand structure.

Jiunu Wang as the company's mother brand, as the business casual men's wear brand, continues the original male trousers market advantage, and continues to deepen the commodity series operation on this basis, extends the brand line of jiunu Wang to meet the individual needs of consumers, and maximizes the occupation of market segments. In addition, it intends to build a number of sub brands: there are three sub brands of FU N, C alliprim o, V IG A N O, of which F F is used as the mass leisure brand, and the main style is fashion, taste and simplicity;

The serialization and multi brand operation plan of the company will be fully covered from the low end to the high end, and adapt to the different needs of the consumer groups in different market segments, and determined to make the company the leading brand of China's business casual men's clothing industry.

As the largest producer and exporter of clothing in the world, China's apparel industry is still at the initial stage of brand building.

As the leader of the industry, "nine herd king" insists on the business philosophy of "animal husbandry and animal husbandry". With professional quality and design, combined with the advantages and characteristics of "men's pants experts" and strong multi brand operation, it will surely strengthen its leading position in the Chinese men's wear market and become an internationally famous clothing brand operator.

The king of nine herd is winning the world by brand today!