Hong Zhongxin: The Core Concept Of Hammers And Nails

On the road of brand building, the strong drum was continuously applauded, and honor came one after another.

Over the years, the company has won the brand honor of "Chinese jacket national standard reviser", "China jacket fashion trend publisher", "China garment industry innovation incubator" and other brand names.

The first brand of the world jacket, the first brand of Chinese men's wear, is the vision of Hong Zhongxin's brand.

In the year of 2015, "China's 500 most valuable brand list", Hong Zhongxin's leader's men's wear ranked sixty-seventh in the total list of 34 billion 869 million yuan, and again won the China business casual menswear.

Brand.

And the "world jacket first brand" is Hong Zhongxin's goal for himself.

In 2010, the company published a book called "the thirty years of power drive".

Hong Zhaoming, the old chairman, wrote this sentence on the title page of this book: "it is impossible for a man to do well in one life."

His father's words are now carved in hongzhongxin's heart and become the core idea of the brand.

If you concentrate on one thing well, you will be rewarded.

Over the years, the company has always focused on the men's clothing business dominated by jackets, concentrating all resources, concentrating on the research and development of business and leisure, and not blindly entering other fields that are not related to the business leisure product chain.

The constantly innovating style design and the accumulated experience of the editions have made the brand of the strong brand, which focuses on jackets, full of vitality.

Hong Zhongxin, a 24 year old general manager of RBA, is now a brand marketing expert. In the practice of more than 30 years, he has accumulated a mature brand concept.

In his eyes, every jacket has its own character.

Only by focusing can we carefully Polish every work.

"Positioning is like a nail, it is the focus of attention, brand is to focus on this point unwavering; strategy is like a hammer, is an invisible force to control the positioning of this point."

Hong Zhongxin believes that positioning and guiding strategy, a person or an organization's strength and resources are limited, focusing on one thing is good, just like

When you focus on the jacket and focus on deciding the direction, your supporting resources will gradually take shape in this direction.

"When consumers want to buy a category, the first brand that they think of is often the representative of this category, which can account for 20%~30% of the market share."

Hong Zhongxin said, a brand should let consumers know who you are, what kind of goods you are and what your value is. When your brand is presented in this category, it will move towards a more professional direction.

"The right way is the vicissitudes of life," which is Hong Zhongxin's lips.

In his view, whether the traditional industries such as textiles and clothing, or the surging mobile Internet emerging industries, all need to be down-to-earth, they must "sell the goods to the right people, sell their products to the right people".

In short, we always study the market positioning of products.

Started in 2000.

At that time, Hong Zhongxin firmly believed that the men's clothing should become an excellent brand and become a representative of the category.

For this reason, Hong Zhongxin was very careful.

Since then, every time the world cup and Olympic Games, the strong will carefully plan brand marketing.

Hong Zhongxin believes that the world cup and the Olympic Games are the most attractive Party in the world. They can attract the most male attention in the shortest time and have a very strong support for communication.

Through the world cup, Olympic Games and other major events, the strong fighter has established a high reputation.

And the advertising campaign of "the only Chinese men's clothing brand selected in Le Louvre Museum" will enhance the brand's height, taste and culture.