The Golden Male'S Men Strive To Break Through With Wisdom And Excellence.

The new spring and summer conference of golden birds (China), with the theme of "intelligence change and new height" as its theme, has sounded the new horn of intelligence change strategy, and achieved the brand take-off through a comprehensive strategic upgrading.

Change from thought to change.

The only thing that remains unchanged is the environment, businesses, markets and consumers.

Facing the post Olympic economic era of 2009, the Golden Eagle's brand is constantly seeking change. Through wisdom deduction, it completes self pformation, achieves brand breakout with a new strategic thinking layout, truly achieves product brand growth, brand takes "resourcefulness" layout, channels with "wisdom" for "excellence", and market "wisdom" is in thousands of miles, through "intelligent change" to achieve "qualitative change", and promotes commodity force, brand power, terminal power and market control power to a whole new height.

We should take the initiative to change brands and win by "wisdom". As one of the most important business systems in contemporary China, Fujian businessmen are also the main force in the men's clothing industry in China.

Fujian businessmen always gallop at home and abroad with the hard work style of "daring to fight hard to fight". In the men's clothing market, they have always pursued the strategy of "brave is king". As long as they dare to fight and fight hard, they will not hesitate to hire heavy spokesmen, but they can attack the market in five sets of CCTV's advertising bombing.

Indeed, in the past few years, this strategy has been described as "advertising and gold."

However, with the increasing rationality of consumer behavior, advertising can no longer tear away the pockets of consumers, and the "brave" way of "star + advertising" has gradually failed.

Moreover, with the expansion of the industry capacity and the intensification of market competition, the middle and low end market has gradually moved towards the "meager profit era", while the international first-line brand and second tier brand have basically monopolized the high profit first-line market in China, and the local brands are facing the fate of fighting the high-end market with international brands.

Under the current industry structure, as the southern Fujian men's wear plate, the golden bird is faced with the challenge of "breaking through".

Shi Yingjun, chairman of the golden harrow, said that the development of the market indicates that "foolhardy" can no longer achieve success. The brand must use "wisdom" to win, and if the merchants want to really rise, they need to integrate more modern business management and operation science.

It is precisely under this background that the strategic thinking of "intelligent change" of the golden birds has emerged.

How does the brand win by "wisdom"?

The product is the top priority of a clothing enterprise. No matter how famous the brand is, how strong the strength is and how advanced the idea is, the product is the most fundamental foothold of the market, and also the best carrier of brand strength and culture.

It is an inevitable trend for local brands to compete with international brands, but core competitiveness and strong brands have always been the short board of local brand competition.

All along, the phenomenon of local brand "follow suit" is serious. What is the international men's wear brand, local brands are rushing to the top.

On the one hand, the phenomenon of homogenization of products is serious, and there is no advantage of differentiation.

At the same time, enterprises have lost the ability of independent research and development, and can not achieve the core competitiveness of the brand.

On the other hand, the follow-up strategy of local brands is hard to grow into a strong brand, and the distance from the high-end market has never been close.

Golden Eagle's brand "smart change" strategy is symptomatic. According to Shi Chunshun, deputy prime minister, the product is the basis of market exchange value. The primary task of brand "intelligence change" is to train internal strength and achieve core competitiveness, so improving product quality is the top priority.

Zhang Huaming, vice president of golden house marketing, believes that a strong brand must be created for the value added.

In the era of information expansion, "advertising bombing" plays a very limited role in brand communication. In the strategic planning of brand, application strategy is very important.

Under the guidance of "smart change" strategy, the Golden Eagle has formed the "four in one" integrated marketing communication system, namely, the main target of "building a leading brand of Chinese fashion casual men's clothing" with four main units, namely, sponsoring, advertising, public relations and terminal display.

In the area of advertising and public relations communication, the Golden Eagle ordered the target arrival rate as the primary goal. Instead of pursuing a simple exposure rate, it aims to study the audience's reception habits, optimize the integration of media delivery, and strive to maximize the "target arrival rate".

On the other hand, by strengthening the creative demand, we can achieve the maximization of "target cognition" and establish a brand culture.

At the same time, when the film and television advertising is invested, more emphasis is put on the strategy of putting the region into play, changing the way in which only the CCTV has been put into practice in the past, and adopting the mode of key regional key delivery, so as to achieve the goal of bringing the brand to a full extent and finally enhance the popularity of the brand.

In view of the "stereotype" displayed by consumers on brand terminals, an authoritative marketing expert is invited to conduct a unified guidance for its terminal store design and product display.

At this new product conference, the Golden Eagle presents a new generation of terminal image monopoly system to the agents and dealers. The new terminal image is based on "black, white and gray", adding more fashion elements to it. It truly embodies the stylish leisure style of the golden bird products, and is the most direct embodiment of the golden bird.

Under the integrated marketing communication system, the efficiency of the golden birds can spread their resources. The brand target of "China fashion casual men's leading brand" has a more complete and systematic resource. Only in this way can we build a strong brand and increase the value of excellent products.

But in the final analysis, product and brand training are all internal strength, and brand "smart change" strategy finally needs to channel the market through channels to achieve success.

The construction of the traditional men's wear industry channel is also a hard work model. Spare no effort to build a channel network, focusing on product distribution rate, and ignoring the optimization and integration of channel resources.

Moreover, the cooperation agreement between upstream enterprises and downstream agents is often signed in one year, and the cooperative relationship is unstable, resulting in short term interest cooperation becoming the dominant channel.

International front-line men's wear brand has always regarded "access" as the top priority, and the advantage of channel resources has been raised to a strategic height.

Behind this strategy, there is a deep sense. In fact, the channel resources of the advantages can not only create sales performance, but also enhance the brand greatly.

In view of the problem of the current channel mode, this paper puts forward the strategy of "boutique channel network", drawing on the advanced experience of international brands, focusing on the construction of scarce resources, and taking the route of "high quality, low cost and more".

In the implementation of this strategy, the golden birds adopt the "two leg walk" approach.

On the one hand, the flagship store has been gradually established in the bustling commercial blocks of major cities in China, making it a "surprise soldier" in the strategy of golden tit, making a strong attack at the forefront of the market.

On the other hand, we should focus on the long-term strategic cooperation with the scarce advantageous channel resources and directly link the interests of the agents with the interests of the enterprises, so that the agents will become a "strong soldier" in the market strategy of the golden birds.

With the model of "surprise soldiers + strong soldiers", we will build a long-term "quality channel network". We will use this scarce 20% channel to complete the 80% sales task of the enterprises, and at the same time enhance the brand image and help the brand break through at the forefront of the market.

2008 is a year when the golden birds increase their own strength and value their internal management.

During this year, the Golden Eagle joined the world's leading enterprise management software vendor yum, internationally renowned strategic brand management company and professional terminal image consultant company.

Through the operation of these wisdom, I believe that 2009 will surely achieve the brilliant year of the golden bird.