The Brand Of Jinjiang Will Become Bigger And Stronger Under The Crisis.

Jinjiang is a miracle. Jinjiang is a tiny place, with only 649 square kilometers of land area, 121 kilometers of coastline, and 1 million 30 thousand of the local population of the county level cities. However, it has created the first 15 consecutive years of total economic development in Fujian, and the county's economic competitiveness ranks sixth among the top 100 counties in the country.

We can not be familiar with Jinjiang, but we are familiar with the brand from Jinjiang. We are familiar with the brand, such as ease, mind, seal, yak, kiss, pan pan, Anta, XTEP, del Hui, 331 degrees, seven wolves, and nine herdmen.

These well-known brands and their products are all produced in Jinjiang.

Jinjiang's brand development path. But Jinjiang enterprises also started to do OEM (originally refers to the supply of equipment and technology by the buyers, the manufacturer provides manpower and venues, the buyer is responsible for sales, the manufacturer is responsible for the production of a modern popular production mode, but often by the buyer to provide brand and authorization, allowing manufacturers to produce products that are affixed with the brand.

Whether it's food processing or shoes, whether it's sports shoes or casual shoes.

However, after the setbacks encountered in 2002, Jinjiang enterprises realized that OEM is very risky. In order to pfer risks, it is very important to create and own their own brands. Since then, Jinjiang enterprises have turned the wind direction to domestic sales, expanded the innovation of enterprises, owned their own brands and technologies, and put a lot of advertisements on them. The experience of exporting and exporting in the early stage has been applied to the products produced by their manufacturers, leading in product quality and cutting-edge technology, coupled with the strong strength of enterprises, making Jinjiang brand grow and develop rapidly.

From another point of view, advertising is very important to the brand of Jinjiang. The advertising effect really makes Jinjiang brand popular. However, the fast development of advertising for Jinjiang's private enterprises also makes Jinjiang's private enterprises' advertising investment climbing steadily. Some people blindly believe in advertising effectiveness. Experts say that this brand mode driven by advertising investment is in great danger.

Here, the world clothing shoes and hat net Xiaobian also prompts private enterprises to rely on advertising investment to create brand, thus thousands of enterprises in the same category "out" and take the lead, showing the astute of Jinjiang's private enterprises.

But the same commodity, the same advertisement and many famous brands will get together in the same place, which will undoubtedly cause the advertising investment and brand effect to be diluted, and should not blindly invest.

Under the crisis, the brand of Jinjiang has gone against the tide. In this global financial crisis, China's SMEs have been through the coldest winter. Who can stand firm in this financial storm in turmoil? What about Jinjiang enterprises?

Due to the good brand foundation in the early stage and the small number of import and export enterprises, it is a good case for Jinjiang enterprises to successfully pfer risks by brand. In the financial crisis of people's danger, Jinjiang brand has ushered in good development opportunities, and Jinjiang brand can be stronger and bigger in this financial turmoil.

Yang Jing: editor in charge