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"Thousand Ren Gang": Five Initiatives "Beyond Dreams"

2011/7/27 9:32:00 31

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09 years, China's down label " Chericom "Began to carry out the" thousand store image project ", unveiled the prelude to the upgrading of brand strategy. In those days," thousand Ren Gang "people shouted heroically:" the slogan and goal of "three years to achieve a new leap forward, three years to achieve double sales, and three years to rebuild a thousand Ren Kong". In July 10, 2011, the 2011 Marketing Summit and new product order meeting with the theme of "beyond dreams" was successfully held in Changshu. At this summit, what we feel is a brand new "thousand thousand posts". "Thousand Ren Gang" people tell the world with practical action: "thousand li gang aircraft carrier" officially set sail.

"The success of all the enterprises in the world stems from dreams." Qian Ren Gang "has a great and beautiful dream: to become a world-class garment enterprise and contribute to the development of China's garment industry. Over the years, we have been striving for this dream, and we must use our actions to transcend this dream. "Thousand thousand Gang" Chairman Zong Renyuan said. Three years brand The upgrading of strategy has brought about tremendous changes in the brand of "Qian Ren Gang": the correct direction of development and the new development mode have injected new vitality into the brand; the upgrading of hardware and the dissemination of culture have made the brand look brand new; the total sales volume of the brand has increased year by year, and the sales records of the region have been constantly broken; the passion of employees and brand agents and distributors has been thoroughly ignited, and the brand's bottom-up burst is extremely powerful cohesive force and fighting capacity. These are the true portrayal of the brand of "Qian Ren Gang". "Qian Ren Gang" takes the development of the brand as a career and regards the enterprise as a home.

After thousands of people have been studying and working hard, today, "Qian Ren Gang" has become one of the first line down brands in China, and the distance from the second line and the three line down brand is being pulled away. However, it is still far away from the brand dream of "becoming a world-class garment enterprise". There is still a long way to go. How to break through the bottleneck of sales and finally achieve the dream surpass is a problem to be solved at present.

Zong Ren Yuan said that under the background of expanding domestic demand and promoting urbanization in rural areas, the development space of "Qian Ren Gang" brand has been opened. What we need to do is to integrate new resources and optimize the market with new marketing mode and market measures, so as to break through the bottleneck of sales. In 2011, we will take five measures to escort the brand development, and finally achieve the establishment of state level group companies in 12th Five-Year.

First, create and expand production bases to ensure the supply of high quality products. As we all know, down garments are very seasonal, and the selling season is short. When the selling season is coming, if the product is not adequately supplied, it will be fatal for the down brand. In 2005, "Qian Ren Gang" began to build 180 thousand square meters in Siyang, Jiangsu, with more than 4000 employees and a daily production base of 22 thousand down garments. In 2011, "thousand Ren Gang" will continue to expand the production base of Siyang base on the basis of product quality, and ultimately achieve more than 5000 employees, with an annual production capacity of 8 million units. In addition, "Qian Ren Gang" has built a new 150 thousand square meter in Anhui, with 5000 employees and an annual output of 600 to 8 million scale down production base. It will start production and put into operation at the end of 2011, so as to ensure the full supply of brand high quality down garments.

The two is to increase the full range of brand promotion efforts of TV, newspapers and Internet media. "Thousand Ren Gang" knows that "the liquor must also shout diligently" this reason, in 2011 the brand will take the theme marketing as the guidance, through the CCTV, the main local satellite TV and so on. media The brand advertising, the event news reporting and dissemination in the newspapers, the Internet and other media, will cooperate with the brand to promote and implement the annual and monthly promotional programs, so that the brand will maintain a sustained and efficient impact on consumers.

Three is to continue to promote the transformation of terminal stores, enhance the brand terminal image. Based on the transformation and upgrading of 500 terminal stores completed in 2010, "thousand thousand Kong" increased subsidies for terminal store transformation, and finally completed the goal of upgrading and upgrading 700 terminal stores in 2011, and plans to build 2000 standard stores and flagship stores in 700 years. At the same time, for the upgrading and upgrading of the first-class location shops, we will break through regular subsidies, establish green channels, strengthen logistics and product support, and transform the top end terminal stores into a "first class terminal" with first-class image and first-class management.

Four is to enhance the function of marketing department and strengthen terminal service. "Thousand li gang" has implemented the dual service management mode of "local offices + provincial management centers" for brand terminals, that is, on the basis of the original brand local offices, the provincial management center has been set up to strengthen the communication and service between brands and offices, offices and representatives, distributors and distributors. In 2010, the "Qian Ren Gang" provincial management center developed from the first 2 to 8. In 2011, "Qian Ren Gang" will set up provincial management centers in all provinces of the country, so as to enhance the collection and feedback of brand information, terminal construction and transformation, market supervision and service, promotion and implementation of promotional programs, training and display guidance for terminal personnel, and so on, to help terminal integrate the internal and external resources of the brand.

The five is the promotion and popularization of the futures order mode. In 2010, "Qian Ren Gang" tried out the futures order mode on product orders, that is, the terminal retailers of the brand made advance orders for the brand new products. This order mode has changed the blindness and randomness of the brand in the past, increased the planning of production, deepened and optimized the product group, realized the perfect docking between production and sale, and reduced the risk of brand inventory. In 2011, "Qian Ren Gang" will increase the popularization and popularization of the futures order mode, and achieve 40% of the brand retailers participating in the futures order of the brand. By 2012, we will strive to achieve 70% of the brand retailers ordering at headquarters.

Finally, Zong Ren Yuan said that in the face of dreams, the "thousand Ren Gang" continued to learn and put into action. Through continuous experiments and promotion, the brand had "new development every year". Over time, we believe that we will one day surpass dreams.