Jinjiang Clothing Enterprises Clear Positioning To Enhance Brand Influence

This small piece circulated in the industry reflects Jinjiang. Sports textiles and garments The influence of shoes and other products in China and the explicit positioning of Jinjiang enterprises in brand building and their great investment. From the strategy of "quality based market" proposed by the municipal government in 1998 to the strategy of "brand building market" put forward in 2000, the brand building of Jinjiang enterprises has been flourishing, becoming the undoubted brand capital of China. Among the more than 100 existing brands, textile and garment enterprises account for 1/3, and the position and influence of textile and garment industry in Jinjiang is self-evident. If a brand wants to be loud, it can not be separated from its distinct personality. Secretary General Chen said that at this point, many brands in Jinjiang can be regarded as the industry's example.

In demonstrating the brand's personalized characteristics, the company has attracted the attention of consumers by the promise of "an original design for each jacket." seven wolves, nine herd kings, Qipai, and llun respectively played the "jacket experts", "western trousers experts", "Chinese collar" and "business men's clothing" personalized products. In terms of brand promotion, the seven wolf group implemented a multi brand strategy, and successfully operated 4 brands including its seven wolves, dances with wolves, Hong Kong Dragon, seven wolf sports and Mark Ed Faye. The company is the only selling spot of the Le Louvre Museum in Paris, plus the three consecutive advertisements for the world cup, shaping the unique personality of the brand.

Talking about the great influence of successful publicity and positioning on the brand, Chen Weijin, deputy secretary general, told reporters about the extraordinary development experience of "Li Lang". In 1998, the company's sales channels were sluggish, and it was on the verge of bankruptcy. The chief executive of the company has raised funds and spent millions of dollars on building brand influence. According to the brand positioning, Chen Daoming, the famous film star, was invited to be the product spokesperson, which reversed the adverse situation in one fell swoop. In 2011, the company realized its output value of more than 3 billion yuan, and the company hired internationally renowned designers to make progress towards the international market while trying to tap the potential domestic market.

In terms of market operation, in recent years, many clothing brands have adopted the right to recall agents. At present, the apparel industry has accumulated more than 5 domestic chain stores, among which, Seven wolves , nine Mu Wang, Qipai, HOSA and Jin Ba have more than 4000. Seven wolves take the high-end, integrate resources, Jinjiang brand stores twenty or thirty, product diversification, market segmentation, small brands, high-end brands, into a second tier cities.

In order to encourage textile and garment enterprises to make greater progress in brand building, the Jinjiang municipal government has vigorously promoted the "Anta experience" this year. According to Chen Weijin, deputy secretary general, Anta started with shoes products, and the efforts and efforts behind famous domestic sports brands with the introduction of Olympic dragon clothing are worth learning from the whole city. Anta has spared no effort in scientific and technological innovation. They set up the first national sports science laboratory. No matter shoes or clothing, efforts to reduce human pressure and improve the quality of sports are reflected in every detail.

While emphasizing technological innovation, Jinjiang municipal government encourages enterprises to restructure and go public on the one hand, and promote the internationalization of enterprise brand on the one hand. Organize a batch Brand clothing enterprises Baotuan develops the international market. They encouraged powerful enterprises to grasp the opportunities of the European loan crisis at the recent stage, learn from Anta's experience in acquiring Mark Ed Faye from Philippe and the seven wolves, face the second tier brand resources in Europe, strengthen the integration of mergers and acquisitions, and acquire better foreign brands through the acquisition of foreign brands of the same industry, and open up the international market with the help of the original terminal sales channels of foreign brands.