Jiangsu Brand Enters Dalian To Shine Brilliantly

When Jiangsu just broke away from the high temperature in the midsummer, thousands of miles away, Liaoning Dalian has already had a sense of autumn. The winter in the northeast is much faster than that in the south. Even Dalian, a coastal city, is no exception.

Although it was mid September, several shopping malls near the Qing wa wa bridge near the center of Dalian have been ready for listing winter clothing.

Liu Feng, general manager of the Dalian branch of Yalu group, a clothing company from Suzhou, Jiangsu, is busy planning new products down jacket listing activities with relevant departments of the company.

Dalian shopping center is located in the central business circle of Dalian. It is the most famous department store in Dalian. It is also the best selling place in Yalu in Dalian.

Entering the Dalian shopping mall, you can see the large poster of Yalu, and the Yalu advertisement video is also displayed on the LED display of the shopping mall.

From the sales data provided by the counter, the clothing enterprise from Suzhou is very popular in the northeast.

Many consumers who are shopping in the store say that the Jiangsu brand is impressive.

A consumer said: "compared with other brands in the region, Yalu gives people the feeling of being warmer and thicker in fashion."

For the down jacket industry, fashion and warmth are difficult choices. Old fashioned down garments often have to ensure a certain thickness for the sake of warmth. The tailoring is also simple. This makes it difficult for the fashionable consumers nowadays to accept it.

Yalu, as a long-term commitment to the professional down jacket business, is also exploring the fashion that does not affect the thermal insulation of down jacket.

And others

The difference is that in the light of the characteristics of the Northeast market, Yalu, while pursuing fashion, regards professionalism and warmth as the primary goal of the design and manufacture of down garments, and this persistent spirit is the greatest guarantee for product quality.

It is precisely this localization of product positioning, so that Yalu Jiangsu brand in the northeast of the earth bloom full of vitality.

Sticking to quality is the foundation of enterprise survival. Continuous improvement of operation mode is the driving force for enterprises to keep moving forward.

It is understood that at present, there are many brands of down garments in the Northeast market. Besides the traditional three leading brands, there are many northern brands.

Beginning in 2010, many northern feather clothing brands began to seize the Northeast market. However, compared with the Yalu from the south, its design tailored to fit the northern figure, so it has won the favor of many Northeast consumers.

Faced with this competitive pressure, Yalu, a native of Suzhou, actively adjusts the product mix, learns from the competitors in the tailoring design, absorbs the advantages of the other side, and ultimately expands the market share in Dalian by virtue of brand advantage.

At present, Yalu down clothing is firmly in the forefront of the Northeast market share. The locals not only recognize the quality and brand of Yalu down coat, but also admire the Jiangsu brand after sale.

Dalian Yalu set up a customer information file for consumers, regular visits to customers, understanding of product usage, and design of costumes for customers.

Speaking of the future development, Liu Feng said that for Yalu, apart from the challenges of competitors, another major challenge is coming from the weather.

He deeply touches on the previous failure experience: "one year, we held a small roadshow when the new product was listed, according to past experience can drive the same sales, but in the end of December, the temperature in Northeast China was as high as 15 degrees Celsius.

It is precisely because of this experience, Liu Feng in the process of reporting to the company put forward the integration of different products, reduce the dependence on the weather, enhance the competitiveness of the brand recommendations.

Yalu also actively integrated three brands of its down garments, men's wear and women's clothing, and constantly promoted the innovation of business mode.

With the gradual lowering of air temperature in Northeast China, Yalu outlets in major shopping malls in Dalian are actively preparing promotional activities for new products.

One day's visit not only made us feel the busy season of Yalu sales, but also the Dalian consumers' love for this brand from Jiangsu.

Believe in the future, Yalu, on the basis of adhering to the product quality and innovating the operation mechanism, will make better achievements in Dalian and even the Northeast market with its own brand influence, so as to bring more warmth to the severe cold in Northeast China.

Hengli Petrochemical: drive regional development to defend the blue sky

The picturesque Changxing Island is located ten kilometres north of Dalian city. In the west of Bohai, two bridges connect the island to the mainland. The natural bathing beach is very slow, attracting eight tourists from Dalian.

From Dalian across the bridge to the island, drove through a piece of salt field to continue to the north, a more than 4000 acres of Petrochemical Industrial Park stands in the sea, this is the 2010 Jiangsu settled in Dalian Hengli Petrochemical (Dalian) Co., Ltd.

Hengli Petrochemical is a large-scale PTA industry project invested by Hengli Group of Suzhou. It is one of the important factors that Changxing Island's unique geographical location is put into operation from thousands of miles away from Suzhou.

In 2009, the state incorporated the development plan of Liaoning coastal economic belt into the national development strategy, attracting the attention of Chen Jianhua, chairman of Hengli Group. After several visits, Hengli Group invested 25 billion in 2010 to start the construction of Hengli Petrochemical (Dalian Changxing Island) petrochemical industrial base.

In September 19, 2012, the first phase of PTA project was formally put into operation.

Facing the endless sea and blue sky, and in the Hengli petrochemical factory area, which is full of modern high-tech breath, Li Feng, deputy general manager of the company, said: Suzhou Hengli Group is an integrated enterprise which is mainly composed of four major plates, including petrochemical, polyester chemical fiber, engineering plastics, real estate and weaving. The construction of Changxing Island Petrochemical Industrial Park in Dalian is a successful attempt to develop the company's layout to the upstream of the chemical fiber industry chain and strengthen the world discourse power of China's chemical fiber industry.

Li Feng pointed to the storage tanks on the roadside. "At present, we have nearly a hundred large storage tanks for raw materials. Our PTA project has reached 4 million 400 thousand tons at present and will be further increased to 6 million 600 thousand tons by the end of the year."

The commissioning and operation of the industrial park has led to the rapid development of the whole region. It will play an important role in promoting the development of petrochemical industry in Changxing Island Lingang Industrial Zone, promoting the downstream industry gathering and promoting the optimization of Liaoning petrochemical industrial structure.

In 2013, Hengli Petrochemical contributed 95% of GDP to Changxing Island, which also occupied an important position in the GDP proportion of Dalian, and had to be impressed by the company from Suzhou.

On the west side of the industrial park, 17 high-rise residential buildings are built on the sea.

In order to protect employee benefits, Hengli Petrochemical has built 17 employees' dormitories of 80 thousand square meters in construction area before the industrial park is formally put into production. It is free to be admitted to company employees. A commercial block for employees and island residents will also be open to the public within the year.

"At present, the number of employees in Hengli Petrochemical Company is 2000, of which 1500 are admitted to our staff quarters. In the next two and a half years, with the promotion of our refining and chemical project, we will gradually increase 4000 jobs, which will undoubtedly lead to employment in the surrounding areas.

The advent of Hengli Petrochemical has brought many convenience and income improvements to the residents on the island. Many local residents are deeply grateful to the Jiangsu enterprise.

To contribute taxes to the government and provide employment for the people, Hengli Petrochemical has made an important contribution to the development of Changxing Island, and in terms of environmental protection and pollution control, Hengli Petrochemical is strict with itself.

In the industrial park, in addition to tidiness and beauty, we can see that there are 2 billion yuan advanced environmental protection equipment imported from abroad.

At present, the daily capacity of Hengli petrochemical wastewater has reached 100 thousand tons, far exceeding the daily output of 30 thousand tons of sewage. At the same time, a lot of waste water in the treatment process has been recycled for two times, which has greatly reduced the waste of resources.

With the development of Hengli petrochemical, the petrochemical industry of Changxing Island Lingang Industrial Zone has surpassed the original shipbuilding industry and become a pillar industry in Changxing Island.

Hengli Petrochemical not only contributed to the simple GDP data, but also promoted the development of petrochemical industry in Changxing Island Lingang Industrial Zone, and promoted the agglomeration of Dalian's textile and garment industry. At the same time, Hengli Group's Suzhou brand enterprise expanded to the northeast of China.

What is even more remarkable is that Hengli Petrochemical adheres to environmental protection. This beautiful island of Changxing Island still maintains a blue sky and sea water, attracting many visitors every year.

The Yanghe River: the ultimate service

Let the brand promotion be more popular.

Northerners are famous for their liquor consumption and their forthright character. The northern market has undoubtedly become one of the markets that many liquor companies focus on.

From the Dalian Zhou Shui Zi International Airport to the urban area, we see that all kinds of liquor advertisements are dazzling, and the Jiangsu the Yanghe River liquor seems particularly eye-catching.

According to Zhuo Yangyang, director of the Yanghe River Dalian branch, the Yanghe River sells the top three in Dalian liquor market, especially in the past two years, and has maintained two digit growth.

As a well-known liquor brand from famous wine villages, the Yanghe River does not seem to be "acclimatized" in Dalian, but occupies more market than many local brands.

Why?

The Yanghe River group Dalian branch was formally established in 2011. Compared with other brands that have been developing in the Northeast market for many years, the Yanghe River from Jiangsu has no advantage on the market basis.

"To understand the market profile, precise positioning is very important."

Zhuo Yang said with deep feeling, "the Northeast market is mainly consumed by medium and low-end liquor, so we do not take the high-end product line like Jiangsu and Zhejiang, but choose the flagship low-end products."

With the help of high-end products to establish brand image, the Yanghe River's mid and low-end liquor makes more and more consumers really have the opportunity to taste Jiangsu famous liquor, and sales are getting better.

In addition to product positioning, the Yanghe River is constantly adjusting its publicity strategy.

Over the past few years, the number of outdoor brand advertisements in the Yanghe River has gradually been reduced, while consumers feel that the the Yanghe River brand seems to be integrated into their own lives, appearing on the poster of the smoked hotels and shops in Dalian.

Zhuo Yangyang said: "in the Dalian market, the Yanghe River currently covers the front door signboards of more than 150 tobacco and liquor stores. Meanwhile, many X exhibition stands, push and pull stickers and posters are placed in the store, so that the products are more grounded and the publicity mode of the Yanghe River is more popular."

A non localized brand can occupy the doorway sign of many local tobacco and liquor stores in Dalian. This is not only a brand promotion strategy in the Yanghe River, but also a value-added service for the Yanghe River marketing personnel.

Entering a liquor and wine store with the Yanghe River posters near the center of Dalian, there are more than a dozen varieties of the Yanghe River products in the counters.

The shrewd shopkeeper said that the the Yanghe River brand was more of a praise for the Yanghe River marketers.

He said that the relevant salesperson visited his store almost every day for a return visit and communication, to understand the sales situation, to analyze the market with the shopkeeper, to provide the shopkeeper with scientific purchase and sales suggestions.

It is this close and intimate service that lays a good foundation for the Yanghe River to gallop its brand in the hot land of Dalian.

Precision marketing is a strong foundation for the Yanghe River to expand its market share in Dalian, and the recognition of distributors and consumers is the fundamental guarantee for expanding the market territory.

The Yanghe River often organizes some important local customers to visit headquarters, so that dealers can get a deeper understanding of the Yanghe River's brand attractiveness and product system, while lamenting the scale of production and innovation ability of enterprises, at the same time, they will enhance their recognition of the Yanghe River brand.

One invited to visit the the Yanghe River distillery.