Listen To The Voice Behind The List Of Shoes And Clothing Brands In Quanzhou.

2008 Quanzhou shoe clothing brand origin influence investigation last week after the announcement, in the industry has both applause and doubts.

Although the survey method has been widely recognized, the results of the survey seem somewhat unexpected.

However, after a reporter's interview, it was found that there are many reasons for the cold war. The sales and influence of a brand are not directly linked to each other, but also have a great relationship with the brand's layout in the region.

After the announcement of the 2008 Quanzhou brand origin influence investigation, many people in the industry have telephoned the reporters. They have both queries and questions. It comes down to the fact that many brands that sell well do not have any finalists or qualifying places.

In terms of sports brands, many people in the industry believe that Anta has done relatively well in both the coverage of the terminal and the promotion of advertising.

But other survey results seem to be against the general impression of the industry. For example, Jordan and Mu Lin Sen have not even entered the list, while noble birds, Philharmonic, and Ali have become a big upset because many people in the industry believe that the three brands have fewer terminals in Southern Fujian and less advertising.

In the clothing sector, the industry believes that it is not surprising that the nine top four kings, the tiger cities, the seven wolves, and the seven cards are separated by the top four. However, the star's ranking is quite surprising before Lee Lang and the powerful fighter.

The great bird seems to be the biggest upset.

However, in the interview, many people in the industry hold a more positive attitude towards the rapid development of the brand in recent years.

The head of the Quanzhou Footwear Association said that the overall sales volume of the birds has reached the top five in Quanzhou.

Another resident in Jinjiang said that the "bird of honor" adopted a different expansion mode compared with the general brand. For example, from the very beginning, it paid great attention to the rapid expansion of the terminal, and the manufacturers' support for the channel providers and terminals was relatively large.

In addition, it may also be a more important reason for this result. The bird chose to put the bus TV advertisement on the Minnan express express in the three places of fuxiamen spring. The main audience is business people and student groups.

Jordan and Mu Lin Sen did not get the recognition of consumers. Insiders analyzed that from the perspective of consumers, many consumers classified Jordan as an international brand because of its trademark and brand name, and seldom knew that it was Jinjiang products.

While the product of the production process, style and other products itself is much more affirmative in the industry, but the investment in brand promotion is not much, the impact is not large, resulting in the scale has not been greatly improved over the past few years.

Compared with the unexpected, Xu Wenyu, the chairman of the group, is confident that the five top brands will be named after the brand.

"In recent years, we have upgraded the brand connotation to" siren de Ya ", and made relevant dissemination and promotion, which has won the recognition of the vast number of consumers.

I don't know what consumers in other parts of the world are saying about the evaluation of the group, but at least I know that there are more and more people who like St. "in our locality."

The survey method was widely accepted by the reporter, and the survey method used in this newspaper has been widely recognized in the industry.

On the day of the release of the survey, Yan manager, the brand of the global brand, received a lot of information from his friends and looked at the findings.

Yan manager told reporters that because he missed the relevant reports of the first two issues of the 2008 Quanzhou brand origin influence investigation, he suddenly got the results of the investigation.

"For the industry professionals who specialize in brand promotion, such findings must be very much concerned.

If the investigation method is reasonable, we will serve as a reference material for some regional layout. "

Yan manager said that over the past few years, he has gone through too many choices, but most of the ways are single, such as short message, Internet, telephone voting and so on.

If we can really do the anonymous survey from the perspective of the terminal consumers, this way of investigation is more reasonable.

Xu Jingnan, chairman of PEAK group, also expressed greater recognition of the investigation.

From the 90s of last century, PEAK began to cultivate the Fujian market, and witnessed the twenty years of the whole Quanzhou movement plate.

"It should be said that from the perspective of our industry, the findings are quite reasonable. Both the emergence of the new generation and the demeanor of the veteran are still there.

The key is what we can learn from the survey method and findings in our industry.

Many people in the industry say that through the survey, they are more concerned about their performance in the Fujian region, such as target consumers, single brand satisfaction, advertising recognition and so on.

It is suggested that Lu Changquan, a well-known brand marketing expert with the corresponding reference, be set up in Beijing to serve another famous sports brand Lining in China. He once conducted a market research on Jinjiang brand.

The results of the survey are quite different from that of our newspaper. According to his findings, Beijing consumers' recognition of Jinjiang sports brand is relatively low.

"This is related to the consumption level and consumption grade of a city, and is related to the brand layout in Beijing. In addition, it is related to the way we contrast with other famous brands such as Nike, ADI, Lining and so on."

Lu Changquan said, from the way of investigation, our investigation is more reasonable and objective.

But there are still some improvements in the content of the investigation.

For example, this newspaper and the third party investigation organization mainly carry on the investigation to the local 28 shoes and clothing brand, compared to go, is in the same plate, oneself compares oneself.

"Choose 20 brands from 28 brands and answer some related questions. This may bring some fatigue to the investigator, which leads to the randomness of the survey results.

If we can introduce other plates, such as the Wenzhou plate, internationally renowned sports plates such as Nike and Adi, it is easy to make a more objective evaluation of the weight of the entire Quanzhou sports plate in the minds of local consumers. Such an evaluation is relatively simple for consumers, and the results obtained are also more meaningful.