Bosideng Brand Value Of 19 Billion 749 Million Yuan Ranked The Top Of The Apparel Industry.

Recently, the AQSIQ and China brand building Promotion Association jointly released the evaluation results of China's brand value in 2014. After evaluation, the brand strength of Bosideng brand reached 918, and its brand value reached 19 billion 749 million yuan, ranking the top of China's textile and garment industry.

Bosideng developed from the village sewing group with only 8 sewing machines to the world's largest and most technologically advanced down garment production enterprise. Its products have been ahead of the country for 19 consecutive years. For 18 consecutive years, the only representative of China's winter clothing has been released to the world.

Through continuous brand building, Bosideng has become the only enterprise in the field of consumer goods in China that dominating "China's world famous brand", "National Quality Award" and "China Industry Award".

In recent years,

Referring to the requirements of the international standard "brand evaluation brand currency value evaluation" (iso10668) and the national standard of brand value evaluation, the brand evaluation multi cycle excess yield method (gb/t29188-2012), we should establish a brand building standard system that is in line with international standards, strengthen brand management, and establish a brand management system such as brand management system and brand culture construction management regulations. We should pay close attention to all aspects such as brand positioning, product positioning and channel positioning, so that the brand performance is consistent with brand positioning, and the positioning of each brand is clearer and the target consumer group is more correctly locked.

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The chairman of Boston

Around the topics such as brand value evaluation, developing brand economy and creating an upgraded version of China's economy, the participants discussed and shared the practice of Bosideng in enhancing brand value.

Gao Dekang believes that for an enterprise, brand not only means market share, but also means survival and development.

When the market goes from "commodity consumption" to "brand consumption" stage, enhancing brand value and influence has become the commanding point that market competitors must contend for.

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In fact, in exploring the clothing industry O2O, Tencent and Ali have launched the micro shopping and shopping guide, but in fact, after the VERO MODA, many businesses of the Tencent micro shopping are quietly working. Some of the stronger marketing businesses actually have a lot of powder, but online sales pformation is very weak.

And Ali's O2O, which has always been praised by O2O as a classic and most of its advocacy, only stays on the Yintai project. Although the shopping guide has attracted many businesses involved in micro shopping in the clothing industry, it has never set up a benchmarking brand.

First of all, we might as well take a look at the design intention of Tencent's Micro shopping. It is based on the advantages of Tencent mobile platform (which should be based on the advantages of WeChat), and provides the overall solution of mobile O2O to merchants.

According to its official statement, the main functions are focused on the following four points: 1, scan code shopping guide, with one-dimensional or two-dimensional code as the medium, through WeChat to connect the brand, the goods, the salesperson and the four users, realize the digitalization of the merchant's mobile terminal, solve the problem of missing color and break code, and further optimize the service and sales efficiency.

2, mobile CRM platform helps enterprises establish CRM system on WeChat, providing professional tools support such as membership system, precision marketing, merchandise and order management, LBS services, data analysis and other professional tools.

3, WeChat customer service center, using multiple customer service in parallel to serve an enterprise account, helps businesses respond to user queries quickly, and provides mobile customer service tools based on WeChat to maximize the response time of users to communicate with users.

4, intelligent data support, through user collection of goods and associated data, help offline merchants capture the data blind area of the store, analyze the behavior trajectory of users, and provide strong intelligence data support for businesses.

Again, we make a comparison, Ali O2O mode, through the integration of PC Internet and wireless resources within the group, through wireless technology and big data products, provide marketing for the offline retail business, member interaction, order to support a full range of solutions, to achieve online offline data, commodities, inventory trading, capital through the whole channel retail mode.

In fact, behind the support is Ali three treasures, that is, guide shopping treasure, membership treasure, marketing treasure, shopping guide treasure is used to guide the purchase of an intelligent APP, the offline goods to online shop form.

Member treasure and marketing treasure, I believe you can understand its usefulness from the name.

Commodities have realized the business mode of customer online ordering and offline self promotion; secondly, online shopping outlets have used the shopping guide shopping code to realize the two business scenarios of "on-site delivery" and "door-to-door". In fact, the "on-site delivery" actually changed the way of receiving cash, while the "door-to-door" can solve the problem of shortage, lack of color and broken codes encountered by shops under the electricity distribution; third, through the "guide shopping treasure" to manage online and offline membership cards to achieve member relationship management, in addition to effectively stimulating consumption, it can also record and analyze the customers' purchase times, styles and sizes, and then achieve the guide and guide of customers through interaction and recommendation. Specifically, the whole process of playing with the shopping guide of Ali shopping guide should be clear. The practical application of guide shopping treasure is shown in the following aspects: first, the issuance of electronic certificates.

Fourth, through the use of "shopping guide treasure", the offline store has virtually become a wireless shop. Whenever and wherever, the shopping guide can recommend to people who have potential purchase intention, as long as there are mobile phones and networks, and can make online shop opening.