Analysis Of The Misunderstanding In The Current Garment Industry And Avoid Falling Into The Trap Of Corporate Image

We are living in a time of quick success and quick profits and impetuous impetuosity. Many people are busy pursuing rapid money and fame and interest, but few people can think deeply about what is the long-term solution of an enterprise.

Mr. Ma Yun once said that he did not like to observe others' successful cases, but liked to study others' failure cases and learn from them, so each of us should learn to draw knowledge from others' experience and learn to foster strengths and circumvent weaknesses.

Lack of brand strategy consciousness

Nowadays, many enterprises are scrambling to create brands, and all trades and professions are talking about implementing brand strategy, but most of them only stop in brand image publicity and advertising activities.

Lack of genuine brand strategy consciousness.

The growth of some industries, though able to create objective profits, does not know the hidden crises and reefs.

Looking back, looking back from the growth period of the market to the mature period of the market today, there are many enterprises which have been brilliant for a moment, and they have been the "Chinese brand" and "China famous brand". However, to today, their brilliance has not existed.

What is worrying is that some enterprises still do not learn from it. Insisting that by creating a new brand image through a large number of advertising promotions, they can give the brand a powerful force and create a strong brand. As a result, they can not get anything, but they lose a lot of money.

In order to enter the market, many enterprises are spending money like gold, advertising and promotional campaigns.

The strategy is to launch one campaign after another, until exhausted.

Although such changes can be drastic, whether they can improve customer experience or cognition of the brand, and ultimately improve the reputation and image of the brand, have not been carefully considered by these companies.

In other words, they lack the real brand strategy, and the change of the company's image stays on the surface rather than a brand strategy.

The lack of brand strategy consciousness is a problem existing in many enterprises.

Wrong brand image recognition

Many business leaders believe that brand image building is to expand brand awareness. It is believed that the creation of brand is to do more advertising and publicity, and "hype" and "planning" as a way to build brand.

But the fact is that the establishment and shaping of brand image is a long-term and systematic project. A brand image deeply rooted in the hearts of the people needs to be based on high quality products, with excellent leaders as the soul, with good business guarantee and deep corporate culture as the soil.

Turn into soil.

The reputation of brand image, that is, to create a brand is to do more advertising and publicity, to "hype" and "planning" as a rapid way to build brand.

But the fact is that the establishment and shaping of brand image is a long-term and systematic project, which is deeply rooted in the hearts of the people.

Based on high quality products, with good leaders as the soul, good business as a guarantee, and deep corporate culture as the soil.

Turn into soil.

In addition, brand image building should not only pay attention to the cultivation of higher quality, but also pay attention to the cultivation of high reputation and pay more attention to the brand reputation and loyalty.

Popularity is an important job in shaping the image of an enterprise, but the reputation and loyalty of an enterprise brand are more important than its popularity.

The promotion of popularity can rely on strong advertising, but the cultivation of loyalty and reputation requires enterprises to pay close attention to the interests of customers and market oriented, through long-term customer habits development and continuous emotional input.

Not considering the conditions of the enterprise itself

Some companies have a short-sighted view, blindly follow the trend in pursuit of immediate interests, adopt popular management methods, such as institutional restructuring, customer service, quality management, CI system, ERP and so on. However, due to the lack of understanding of their connotation and the integration of resources, they have failed to put the enterprises on the track. Although this is very effective in strengthening the management capabilities of enterprises and enhancing the competitiveness of enterprises, enterprises are like big ships sailing on the sea. If the directions are all wrong, these systems can not cooperate with each other and coordinate their work, so it is bound to accelerate the demise of enterprises.

Other enterprises have introduced ISO9000 certification work, not just to improve production efficiency, strengthen production management, ensure product quality, but do superficial work, just a display.

Many enterprises not only fail to increase profits, but decrease.

Some enterprises rely heavily on the role of advertising in shaping corporate image, ignoring the huge pressure of excessive brand packaging and advertising investment on the development of enterprises. Once the short-term capital turnover of enterprises and the long-term returns of advertising are in conflict, they will bring fatal risks to the development of enterprises.

For example, Qin Chi ancient wine group, which was famous for its reputation in the past year, has won great profits from the CCTV king in 1996. After that, Qin Chi people did not take into consideration the actual situation of their own production capacity. They resolutely used 320 million huge sums of money to compete for the 1997 champion. This behavior, which did not take into account the actual situation of the enterprise and overly relied on advertising investment, eventually led to the bankruptcy of the large enterprise and withdrew from the stage of the market economy.

From this, we can see that enterprises must start from their own conditions and adopt suitable methods for enterprises to develop their own brand image.

Changing corporate image arbitrarily

Corporate image refers to the general impression of people established by various signs of an enterprise.

But there are many such enterprises in the market: Reshaping enterprises once sales decline or market conditions change.

Image, want to start again; some enterprises because of the initial lack of a clear brand positioning, wantonly blind propaganda, holding a try mentality, the result is often invested a lot of money, and spent a lot of strength on it, when the brand image value down or disappear, enterprises have to choose to re shape the corporate image.

Redesigning and building the brand image of an enterprise makes everything start from scratch. In this rapidly changing market environment, every time a new start means a weakening of the competitiveness of the market.

The above four points are the brand image problems faced by many enterprises in China, so we can also think deeply about whether we have similar problems, and find the problem is to analyze and solve problems.