in-depth interviews with business after several days, the growth mechanism of the brand side too, mind gradually clear up at the press. side too is a very innovative company, which from the side so the first generation of products in the market selling off the storm, it marked by a deep imprint, the imprint is enterprise Side too brands of Chinese Elements
Mao Zhong-Qun was born in Cixi, Cixi longer. He single-handedly built the brand is too square, too, was born in Sri Lanka, grew up in Sri Lanka.
Cixi in Ningbo city communities in the plains, not a big city, but here's rich cultural heritage In 1973, in Yuyao and Cixi adjacent discovered Hemudu cultural sites, unearthed thousands of pieces of seven thousand years ago, bone, pottery, jade, wood, and by the production tools made of these materials, household items and decorative handicrafts, a true reflection of the original matriarchal society of prosperity, the discovery has shocked the world.
From traditional culture to the side too products. Hemudu culture, representing the advanced productive forces of society at that time. Our ancestors since then has begun to focus on through labor, to improve their quality of life, and in the Hemudu exhibits unearthed cultural relics, feel at home. Who can say, this Hemudu clan society from the A unique creative side too active not just the first generation of products, but also for the vitality of enterprises to find a continuation of the brand value of the content.
Transmission to help from the business side too brands. Jiangsu and Zhejiang region is a rich place to help business, business to help in the top ten in the Ming and Qing Dynasties, Ningbo Gang to create a well-known clothing brands such as Youngor.
Start at the beginning of Mao Zhong-Qun, Li Mao did not go to follow his father's cause both Xiang, Ningbo, did not take the traditional path of doing business, and he's starting his own business career, and was locked in the power industry, the humble kitchen, plunge is fourteen years. fourteen years of concentrated business, loyal group of Mao not only made the side of the industry is too well-known brands, but also for the regional economy and driving out to create a new cluster.
Ningbo plains of the human environment and the Ningbo people's business intelligence, for the party too brand growth, provide a rich soil and nutrition, in the side too sales revenue exceeded 2 billion yuan on the occasion, Mao Zhong Group to proceed with the management, he is trying to bring more traditional Chinese culture and into the side too, the enterprise, and ultimately the formation elements in the life of the brand side too. none other than the field. The reason is simply the vast majority of apparel companies will own the previous product focus to a consumption capacity of the adult world, ignoring the operation of market development in this area. But as the market matures and changes in consumer demand, many manufacturers suddenly found I look back rooms, children's wear market place is a dim light. huge market demand and the objective of profit margins immediately attracted the concern of a large number of clothing manufacturers, clothing and even some international giants have also shot, their eyes on this emerging market. All this shows that children's wear market is booming, with great potential.
However, as the NIKE, Eddie Das and other international children's wear brands have moved into the Chinese market and other capital markets Hushi end to end for the children, the children of domestic enterprises will no longer be facing and their own water for about the same domestic enterprises will face more mature markets abroad has strong operational experience and resources to support a new round of competition. need to attract major manufacturers concerned that the new round of competition, not simply reflected in the price or the production capacity competition, the more the brand is reflected in the overall competition.
How can enterprises in the new round of competition, how to enlarge and strengthen the existing brand? This is a children's clothing business threshold. Decent sail to the wind, make life difficult to remain busy and did not earn much considerable profit.
Based on this, I combine years of practical experience, children's clothing companies to make the following recommendations to enhance the brand.
1. Market segmentation, cutting the market.
Market or that market, the different needs of specific segments of the market, only groups clearly defined, can be conducive to business. Children's wear market, and its population range from 0 to 14 years age range of children, even in some of the parents eyes, 14 years old 16 years old junior high school children are also counted as a range, specifically from the market can be divided into 0, 1-year-old baby equipment installed 3 years old child, 4-6-year-old children, 7-9-year-old segment The 10-12 years in the Kids section of a large section of children aged 13 to-16 segment of juvenile loaded six. Specifically as follows:
The main purpose of this subdivision is for children 0-16 years of age during development, facing different stages of their psychological characteristics and physiological characteristics, and there are differences in growth characteristics. From the figure we can see that the growth of children process, the mental consciousness is gradually realized by the non-conscious process of development that the rebellious. effectively understand the process, will determine the children at different stages of their differences in style and materials, for example, in early childhood, because the baby skin The immune system is extremely low and delicate skin, it is bound to a number of chemical raw materials for the children rejected by their mothers. Meanwhile, the China's national conditions, only two age groups, there is no taboo clothing, one infant groups, other One is the elderly population. Therefore, from clothing styles and colors, can be said of 2. Product functionality development, brand-oriented interests of
Children's wear market and the biggest difference between the market and different adults is that children's clothing market, consumers have two members, one of the users are children is the children, the other is to buy children's clothing is the decision-makers and staff are parents of children . children's clothing brand to promote this special brings problems, the user is locked children or parents of the children? After all, this decision-making power to judge, but the two have radically different. The younger the children, their self-consciousness weaker,
Nike Air Max 90 Ltd, higher grades of children, the stronger the self-consciousness. From this analysis, infants, young children should be the point of parents, consumers, not children! and children to the juvenile within the growing awareness of children strong sense of self-selection is stronger, which led to the greater age of the child, pointing to its market, the more consumers move closer to the children themselves. This will determine the trends and changes in vendor products as tone, stress that the efficiency of marketing that the enterprises should be in the shortest possible time to sell their products to consumers. and leveraging this market is to leverage the most effective way to find the right fulcrum, in terms of children's clothing, the fulcrum is the precise brand positioning, to meet consumer needs.
For the children themselves, the children's clothing products are two core points, one is the quality of the product itself is not bad, followed by the representative of the product itself is the child's own spiritual quest, in which case the more the performance of older children more significant. A typical case is
Nike shoes, the same product, do not paste Nike trademark, the price is not known if less than one, but with the NIKE mark, the price can suddenly quadruple, or even higher . This is a quality which in itself is no longer competitive, but because consumers and representatives of NIKE shoes itself behind the spirit of a positive resonance, which is called the spirit of the brand mark.
Similarly, for parents, concern for children's wear market has two core points. One is the product to its own manufacturing quality and product quality, the other is behind the product represents the derivative interests. The former is mandatory product requirements, are necessary conditions. The latter is a spiritual pursuit. The reason, no wonder the parents are reflected in the meticulous care and vision care for children a future of unlimited. logic diagram is as follows:
Either from the user point of view, or from the perspective of decision makers or staff who, in the process of brand positioning brand value will follow a line, that value delivery. simple example is as follows:
For example, children products, claiming 100% cotton material, they play a role is to show the product has a soft and lightweight function, which gives consumers the impression that the product must be comfortable and will not stimulate the child's skin lead to allergies. and all the mothers want their children to grow up healthy and happy, this is their primary motivation, so they buy clothes for children when in the painstakingly described, picked and chose only one objective, that is to do a due diligence of the good mother, if they do not choose for their children to the appropriate clothes, then your heart may be sorry, but because of his implicit question is not worried about being dedicated and the power of social condemnation, fear itself a bad mother. So, if the chosen 100% cotton children's wear product attributes, then select the product indirectly proved the mother must choose 99% of the cotton than the more conscientious mother, the social benefits is to choose the Products mother must be two-tailed mermaid wood carving patterns, her naked breasts and a fully visible double fish tail.
Then Starbucks by Howard. Mr. Schultz founded by merger of coffee a day, so for a new trademark. The second edition of the mark, followed the original mermaid logo, but made little changes, and she did not bare breasts and on behalf of the trademark color to green coffee per day, it is so integrated with the original Starbucks coffee a day was born a trademark feature.
Currently located in Seattle's Pike Place Market, market street.
Brand Culture
culture-specific comments from multiple perspectives Brand positioning: and the history of world literature have a high status, but Melville's readers, and not that much, mostly well-educated, have higher cultural taste who, without a certain culture, educated people can not read Petty Bourgeoisie rich people-based white-collar city.
Brand Identity: the green Starbucks logo is a two-tailed mermaid looks like the image of Poseidon, the logo is a young designer in 1971 by Terry in Seattle. Hechler statues from the medieval woodcut was inspired by the sea designed to identification. Mermaid on the original image also conveys a double meaning and the modern: her face is very simple, but with a modern abstract forms of packaging in the middle is a black and white, only color on the outside surrounded by a circle. Twenty years ago, Starbucks created The logo, only a coffee shop. Today, the beautiful Brand Appeal: customer experience is the core demands of the Starbucks brand equity. Just like McDonald's has been promoting sales of joy, like Starbucks, the typical American culture can be gradually broken down into elements of experience: a warm visual, auditory arbitrary, smell the smell of coffee and so on. Imagine through the huge glass windows, watching the crowds on the streets, gently sip of coffee, which is very consistent with kunde in the The Coffee l Religion r. Starbucks people think: their products not only coffee, coffee is just a carrier. And it is through this vector of coffee, Starbucks, a unique style to send to customers. Coffee consumption is largely a cultural sensibility level of consumption, cultural communication needs is an environment created by cafe culture can infect customers, and create a good interactive experience.
Brand communication: the Starbucks brand communication is not a simple imitation of the traditional sense of the huge avalanche of advertising and promotion, but inventive, using a different kind of communication strategies mm word of mouth marketing, the way of consumer word of mouth to promote the goals of Starbucks growing customer base.
Schultz's explanation is: The success of Starbucks proved a cost of millions of dollars of advertising is not the creation of a national brand prerequisite for adequate financial resources to create brand-name products is not the only condition. You step by step, once a customer , once a shop or a market to do one. In fact, this may be the best way to win customer trust, but also the unique Starbucks!
Starbucks, through a series of events to build a good reputation. For example, before the loss of a customer that put the original stuff return; store manager win the lottery and the prize money distributed to the employees to work as usual; Southern California, a manager hired a hearing impaired people taught him how to point one and to win the hearing-impaired people, so that they feel such a friendly atmosphere.
Brand Alliance: Starbucks Another strategy is to enhance the brand's rapid expansion of the brand by brand alliance advantages in the development process to enhance their brand equity to find a strategic partner to expand sales channels, alliances with powerful partners, to expand marketing network.
barnes & nobile bookstores cooperation with Starbucks, one of the most successful companies. barnes & nobile has launched a campaign to become the book that is the center of people's social life, which Starbucks And together, beginning in 1993, barnes & nobile collaboration with Starbucks, so Starbucks in the bookstore to open their own retail business, Starbucks may be attracting people eager to rest,
Nike Shox Shoes, not textbook, but the flow of bookstore coffee shop sales increased by .1996 Starbucks and Pepsi alliance as the product image. In 2007, Starbucks and Apple reached a cooperation agreement in Starbucks stores in the chain terminal equipment related to the installation, iPod music player and iPhone users are mobile phone users can use the Starbucks brand new iTunes store online music download service, coffee and music blend to create new forms of service marketing precedent.
Brand expansion: the expansion of the Starbucks chain, thanks to Starbucks to their brand into the values and the corporate culture into a consumer can feel content and form. Starbucks brand expansion, has always insisted Direct line: the Starbucks Headquarters direct management, unified leadership, the purpose is to control the quality standards. so that each store planning, management and training by the headquarters staff, to ensure that each store is one hundred percent of overseas origin Starbucks. Although a larger initial investment capital, but the staff high professional quality, easy to coffee, the promotion of education and the establishment of the industry's most professional image of the Starbucks brand and reinforce the strong expansion.
The end of 2001, the United States Kellogg School of Management survey showed that: the success of companies with a consistent, clear and multi-level approach to define and use emotional relationship. Xing Bake Zaiyu added to the mystery of the rise of coffee beans in a kinds of special ingredients: caring children. Starbucks have all along been carrying out this core value. The origin of the core values and focus on the interpersonal Scholz, believe that the most powerful and most enduring brands in the minds of customers and partners to establish. the brand inside and outside the final analysis, is a company (between partners, between partners and customers) to form an alliance and a loss of spirit all loss, a prospering community of interests.
Starbucks is responsible for Michel, vice president of beverage. Gass said: value, should be regarded as a company's core assets that the company's customers, suppliers, alliance partners and employees, the value of the network. as important assets.
Client assets: Starbucks is a major competitive strategy in the coffee shop to communicate with customers, raw coffee is particularly important to communicate with customers. Each students must undergo 24 hours of coffee mm customer service training, basic sales skills, basic knowledge of coffee, coffee making skills. coffee, students need to hunch to customer needs, patiently explained the different taste of coffee aroma when boldly make eye contact. Starbucks has adopted to seek the views of customers, strengthen customer relationships. each weeks of the project leaders are based in public made the customer feedback card.
Staff assets: Starbucks to build not only a new experience for the customer to create a company, is a high degree of emphasis on staff emotions and employee value of the company. Howard. Schultz will be the company's success is largely attributed to companies and employees between the ;
At Starbucks, the staff called become a partner in the company, so that each employee and the company took the overall performance of link, whether it is CEO, or any partner, have adopted the same attitude .20 mid-90s, Starbucks employee turnover rate 6%, far lower than the fast food industry, 14% of part-time to 30% quit rate.
Supplier assets: the relationship between Starbucks model also extends to the supply chain to upstream suppliers have, including coffee plantation farm, bakery, paper cups, plants and so on. Starbucks supplier selection and assessment procedures are very strict, Starbucks to spend a lot of manpower, material and financial resources to develop suppliers to secure the long-term stability with suppliers to maintain relationships, so that switching costs can be saved, two suppliers to avoid the impact of adjustments to the business. vice president john yamin said:
is a trademark? choice to purchase a certain kind of trademark. In the back of a trademark is consumer acceptance of an emotion, a strong country, its products must be a strong trademark, a strong national culture and connotation of the value of a trademark is a consumer purchase driving force, even for consumers to learn and imitate, fanaticism, the object of worship.
Trademarks, patents, copyrights, intellectual property is the traditional three. Trademark strategy of national intellectual property strategy an important part. To strengthen the strategic implementation of the trademark organization and leadership, according to the views of the implementation of consumer groups to get world recognition it? of how the Chinese culture embodied in the trademark and rehabilitation of it? Mr. Wu Jiajie for your interpretation of the Chinese trademark Historical Status of China Trademark
China's increasingly strong national strength, China will inevitably contribute to the upsurge of national self-confidence. In terms of products to reflect the trademark, the Chinese trademark is a culture and history, and has always been that we are proud of. Head Ma Ju Yuan (hat shop ); wearing eight Xiang (Chou Duandian); liter inline foot (shoe store); around his waist four constant (banks), Linfair Reform of the past three decades, the Chinese economy has made great achievements, but the Chinese trademark is labeled Under the booming economy, on the whole, a trademark of strategic awareness of enterprises are generally lower than in Western developed countries, many enterprises to implement trademark strategy of how there are significant errors. trademark quantity and quality is generally poor, lack of innovation and culture, the commercial value of trademarks have sufficient understanding of the concept of Chinese enterprises still remain in importance only to the funds, equipment and other tangible assets of the status quo. As for the trademark flip of some of the Chinese enterprises, trademark strategy is also limited to planning, and no be vigorously implement their own way, mainly to chase market share and sales margins based, not high gold content mark, international competitiveness is not strong, there is no unified national trademark development strategy, emphasis on the value of the competitive atmosphere trademark.
At present, there are the following issues:
Worship mm trademark incorrect operators and consumers generally do not attach importance to the local trade mark, the market of foreign brand advocates, or joint-venture brands. Some China-made products, but also from a foreign name altogether. Chinese people do not understand, foreigners do not understand, And up is low, many registered trademarks are the side edge of marketing, there are significant business risks. At the same time, old Chinese domestic trademarks are registered in foreign countries frequently, the Chinese trademark wall of the wall is not fragrant incense.
Lack of cultural orientation mm trademark brand name in the cultural misunderstanding. from the support of the Chinese culture, the simple domestic trademark of foreign letters to the mainstream consumer groups is difficult to win the respect, China is facing not only the high-end luxury goods, only the product, no brand of foreign competition faced embarrassment.
Cultural values are the trademarks of too few mm mark if the Chinese do not value our own cultural heritage, is not long, reflecting the national spirit and excellent quality of Chinese trademarks is extremely rare.
Domestic enterprises is not enough the importance of trademarks, famous trademarks few mm in today's world, no smoke in this commercial war, with the number of brands has become the measure of a country's economic strength is one important indicator of strength. However, China is now or the real In addition, Chinese enterprises should be given to sound the alarm, to attach great importance to trademark rights abroad, the importance of registered overseas. Our business, particularly well-known enterprises, the lack of the sense of old now, to our export products to countries that mark more up.
Is a trademark of development history, from the company's start-up times for the product name, has now entered a trademark innovative products to the culture of the new future products bearing trademarks of age, a trademark of World War II but also through a very long period of time. < br /> Decided to mark achievements of national culture
Trademarks, patents, copyrights, intellectual property is the traditional three. Trademark of National Intellectual Property Strategy is an important part of the strategy. Implementing trademark strategy, developing brand economy depends mainly on the innovation, research, technology, management, quality and corporate culture. Enterprise inseparable from culture, leader Mao Zedong once said: An army without culture is a stupid army. no recognition of cultural values, business can not grow up. inseparable from culture, trademark, consumers buy the product, the value of product in the identification At the same time, more recognition is the emotional value products, on product labeling with the interpretation of the cultural spirit.
The history of civilization in the world, dating is not the only Chinese civilization, the blood and bone marrow that an in-depth cultural gene can not be changed. With the rapid development of society, although the Chinese people's cultural values are the times in development and change, the pursuit of personal, cultural diversity, consumer groups to determine the diversity of products in the decision. So,
Nike Air Max Shoes, what kind of product is a favorite of consumers do? mm for Chinese consumers, some of the basic Chinese The basic idea and the spirit of national aspirations and values are the same, which determines the strength of the core spirit of the brand and the national aspirations of the outreach strategy.
From birth to trademark intellectual property rights, the protection of intangible assets during the development process of China's trademark for a long time, the mounting of a superior, the fate of the Chinese nation magnificent, undulating varied, but the consensus for recognition is a trademark of universal, decisions that mark the achievements of culture.
The product is not foreign occupation of China market, China is a multi-ethnic integration of the country, for the brand, too, a country on the brand if you want in a so-called pure descent into account the views of the country, there is no market , no history of the founding of China's long history of Cardiff on behalf of foreign products, what qualifications are five thousand years of civilization in China, land of talk about mm can be translated into a nice, have the connotation of the Chinese name for foreign products to enter the Chinese market, the first step.
Culture is to get the local culture. Foreign CEO, many of the Chinese market has a very Chinese name, is up to national level foreign ambassador, after the name of every individual has a Chinese name. Decided to mark the visibility of economic behavior
Market behavior is economic behavior, economic base determines the consumer awareness, it is common sense, but also an important factor in purchasing decisions.
Consumers are not blind to buy the product, but by Grade by it. Products on the trademark, factory standard, a slogan, a good image to consumers in order to stimulate, enable them to purchase in the event generated when the effect of conditioned reflex.
The so-called desire, emotion, will have a positive impact and the main way an important means.
