In 2009, China's feather famous brand "climb to the strongholds" began to introduce "project", the image store opened brand strategy, when "prelude to upgrade climb to the strongholds" heroic people to Shouting: "three years to achieve the new breakthrough, three years to achieve sales doubled, three years recreating a climb to the strongholds" slogan and goals. The loud On July 10, 2011, "exceed dream" as the theme, "the gang" climb to the summit and new product marketing 2011 order exhibition in changshu held successfully. At the summit, we feel is a new "climb to the strongholds", "climb to the strongholds" with the practical action people tell the world: "climb to the aircraft carrier" formal hillock set sail.

"The world all the success of an enterprise comes from dream, 'climb to the hillock' have a great and good dream: that's become a world-class clothing enterprises, for the development of Chinese garment industry to make the contribution. DuoNian, we have for the dream and work on, we want to use our action to transcend the dream." "Climb to the chairman ZongRenYuan strongholds" said. Three years of brand strategy, make "upgrade climb to the strongholds" brand have earth-shaking changes: the correct direction and the development of new pattern for the brand new vitality into the; Hardware upgrade, the spread of culture brand appearance to look brand-new; Brand in total sales of the new high, regional sales record continuously break; Staff and brand agents, distributors passion is completely lit and brand bottom-up sudden is incomparably powerful the cohesive force and the battle efficiency. These are now "climb to the strongholds" brand true portraiture, "climb to the strongholds" the development of the brand people as the cause, the enterprise as home.

After "the gang" people climb to the learning and efforts, today, "climb to the strongholds" has been top domestic a line down the brand, and with two line ranks, three line down the distance is open. Brand But, distance "become a world-class clothing enterprise" the brand dream is still far off, still have a long way to go, how to break through the bottleneck of sales, and finally achieve the dream beyond, is the "f" climb to the problem to solve.

 

ZongRenYuan said in the country, the expansion of domestic demand, the rural urbanization background, the "climb to the strongholds" brand development space has been opened, we need to do is to use the new marketing mode and market measures, the integration of resources to optimize market, to achieve a breakthrough of the sales bottleneck. In 2011, "climb to the strongholds" will take five measures for the brand, development ", and finally the escort in 1025 to realize national group company during the form:

One is to create and expand production base, to ensure the supply of high quality products. As is known to all, clothing has a strong seasonal, sales season short. In the sales season comes, if not sufficient supply products for feather brand certainly is fatal. "Climb to the strongholds" as early as 2005 in jiangsu siyang established 180000 square meters, with 4000 other employees, nissan 22000 a down jacket production base. In 2011, "climb to the strongholds" will be in on the basis of its products quality, continue to expand the scale of production, siyang base eventually realize with 5000 other employees, production capacity of 8 million pieces have to production capacity. In addition, "climb to the strongholds" in anhui province and a new 15 square meters, with 5000 employees, with an annual capacity of 600-8 million a scale down production base, will in the end of 2011 began to hire put into production, and to ensure the high quality of the brand down sufficient supply.

Second, strengthen television, newspaper and Internet media comprehensive brand promotion efforts. "Climb to the strongholds" knows "bouquet will often call the" this truth, 2011 brand will be marketing as the guidance, through theme in CCTV, the main local TV and other media brand advertising, in newspapers and magazines, and the Internet media events of news reports communication, cooperate with the brand annual and monthly sales promotion of the scheme to advance and implementation, and makes the brand to consumers to maintain sustained, effective influence.

Three is to continue to push forward the terminal shop, enhance the brand image reconstruction terminal. "Climb to the strongholds" completed in 2010 500 home terminal shop on the basis of the transformation and upgrade, increase the terminal shop reform subsidies, and finally achieve 2011 efforts to finish 700 home terminal shop upgrading, program goals with three years of time to achieve brand terminal 2000 home standard boutique, flagship store of the building. As for terminal location of the transformation and upgrade of the first-class shop, also will break through the conventional subsidies dynamics, build the green channel, strengthen the logistics and product support, will position the first-class terminal shop transformed into image first-class, the management first-class "first-class terminal".

Four is to promote the Marketing Department function, strengthen terminal services. "Climb to the strongholds" brand terminal to carried out the "local office management center of provincial level +" double service management mode, namely in the original brand on the basis of regional offices, set up the provincial management center this organization, to strengthen the brand and office, office and agents, distributors communication and service. In 2010, "climb to the provincial management center strongholds" by the first two to the development of the eight, 2011 "climb to the strongholds" in all provinces will establish provincial management center, to enhance the brand information collection and feedback, terminal construction and retrofit, market supervision and service, promotion plan implementation and promote, terminal staff training and guidance, etc, to assist terminal display good internal and external resources integration brand.

Five is the order of the futures mode promotion and popularity. In 2010, "climb to the strongholds" in order for the products on futures order model, that is, by the terminal brand retailers to brand new product for order in advance. This order mode changes the brand in the production of past the blindness and capriciousness, increased production planning, deepen and optimize product group, realize the goods production and sales of the perfect docking, reduce the risk of brand inventory. In 2011, "climb to the strongholds" will increase the order of the futures promotion and popularization, mode of brand retailers to realize 40% in order of the futures brand. By 2012, reach 70% of the brand retailers to headquarters of the order.

 

Finally, ZongRenYuan said, in the face of dream, "climb to the strongholds" people keeps learning, and into action, through the continuous pilot and the promotion, achieved brand "every year there are new development". Over the long haul, we believe that one day we can beyond the dream.

Source "the Chinese textile nets"

Author: ChenHui editor: floor division