Public &Nbsp; Value &Nbsp; Achievement - Three Big Touchstones Of Brand Added Value

The achievement of public value is the three touchstone of brand value added. The most important function of brand enterprises is to guide consumption.

If we want to guide consumption, we must constantly innovate, including: management, marketing, system, culture...

And so on.

Public brand awareness and reputation support

The public awards nominated brands: Anta, HOSA, and strong fighter.

If a brand really wants to be strong, it is the most necessary way to gain public approval. Only when there is a mass basis - public support can brand reputation and reputation exist.

In the spring of 2008, Ding Shizhong told Ma Jilong, director of the market development department of the Chinese Olympic Committee, Anta hopes to become a partner of the COC in 2012.

Bidding is fierce, including Anta, including six companies, including multinationals such as Adidas, and past sponsors such as Lining.

On the day of September 10th, it was half an hour before the four p.m. mark. At half past three, Ding Shizhong filled in a column of bid price and filled a high number calculated by Anta team.

This figure and previous efforts to help Anta finally get the wish to become a partner of the 2009-2012 Olympic Committee of China.

At that time, Anta was in the crucial stage of brand promotion. Ding Shizhong, as the most steadfast promoter, had asked the opposition: "(no sponsorship).

Anta related responsible person said: "compared with the same industry, Anta's outstanding characteristics, is also our consistent position: Anta has always locked the mass market, positioning in the grass roots.

We are looking forward to providing high performance price and professional sporting goods for the most widely populace in China. We aim to integrate the spirit of pcending ourselves into everyone's life.

In 2004, Anta invited JW to consumers in 10 cities in China.

It is precisely based on this positioning that Anta always adhered to its own people in the course of its operation.

"The brand, which is compatible with the mass groups that Anta is facing, is the highest resources and gold rights of China sports, which we have won by the Chinese Olympic Committee partners."

The person in charge said.

In the four years from 2009 to 2012, China's sports delegation will be equipped with a full set of award winning equipment designed and produced by Anta, including the Vancouver Winter Olympic Games, the Guangzhou Asian Games and the 2012 London Olympic Games. In the 10 international competitions, Anta will receive the award.

Anta has grown up to be the most representative sports brand in China, representing the spirit of sports.

This is also a resource that resonates with the public.

"As China's leading local sporting goods brand, we always believe that only brand building and technological innovation can be regarded as the core competitiveness of Anta," the official said.

Another brand owner, HOSA group, which takes the lead in "dislocation" to observe the new trend as the public award of the brand annual award, has developed into a large international and diversified industry group with brand, design, manufacturing, sales, foreign trade, service, finance, real estate and so on, and has the most complete indoor sports industry chain with the brand management concept of "dynamic, happy, fashionable, healthy" and excellent product quality.

Whether it's fitness yoga, water sports, sporty underwear, indoor sports accessories indoor sports products or fitness clubs, HOSA brand provides not only products and services, but also superficial fashion trends, but a positive and positive attitude towards life and a healthy and happy lifestyle.

As a disseminator of a fashionable healthy lifestyle, HOSA has been developing its own way of being "misplaced", observing and discovering new consumption trends, and catching the market demand from the trend.

HOSA, with its representative and leading indoor sports fashion trend, has become the first choice brand in China, the world's top model beauty contest and various sports events. Whether professional models or all kinds of beauty pageant, it has been pformed into the HOSA fashion indoor sports product launch site. HOSA fitness club has also become the designated training venue for many top beauty contest events and many famous model companies, showing the fashion trend of HOSA fashion and industry integration.

"HOSA" is the sole supplier of the water cube swimsuit, and has set up the only water sports bathing experience hall in the water cube, which has won the absolute brand influence for it.

The vice president, who is closely related to the needs of business and leisure groups, says that public recognition has two core factors: popularity and reputation.

He said that from the process of clothing development, clothing is a block development.

The first block is the development of the formal dress section of the famous men's clothing enterprises, such as Shanshan and YOUNGOR, which led the initial trend of clothing development, followed by the rise of casual wear pieces represented by Guangdong, and the rise of business casual sections in recent times.

With the development of business and leisure section, the strong fighter is developing and growing.

"Business and leisure groups are the ethnic groups that are rich before China's reform and opening up."

Lian Jin said.

Lian Jin believes that the reason why business casual is mainly jacket is that the jacket meets the needs of the largest Chinese people. With the success of this group, jacket has gradually become a part of culture, representing the psychological demands of this group: freedom, free and easy, hard work and hard work.

Lian Jin believes that as the cowboy has become a representative of the American spirit, jacket culture will continue to deepen and become an integral part of China's mainstream culture.

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When it comes to the position of "strong fighter" in the public, we even use a story that happened around us to tell us.

Even in the course of his business trip, he can always see many people wearing a powerful Blazer Jacket. Once again, he met a consumer like this in Hongkong, and he talked freely. The customer said: every time he takes part in business activities, he will wear a powerful jacket.

Consumers feel confident when they wear strong jackets.

The strong fighter represents in the public: pragmatic, pragmatic, powerful and able to win.

I think this is the reason why consumers have a bottom line.

Even in this way.

It is important for him to gain public recognition in the business and leisure field. It is a word of the founder: a person can do well in a lifetime.

Therefore, today, with the development of many brands and many brands, the strong fighter has been working hard in the field of jacket.

The accumulation of these 31 years has led to a lot of unique features.

The first is to stick to the unique design, followed by the experienced version. These two points make it possible to understand the changing trend of Chinese men and lead the jacket fashion at any time.

Professionalism and dedication are the persistent insistence of Jin Ba, "we all like single-minded people, and we believe that consumers will also like dedicated businesses."

Even in this way.

The greatest function of brand enterprises is to guide consumption.

If we want to guide consumption, we must constantly innovate, including: management, marketing, system, culture...

And so on.

The innovation of strong fighter on short sleeved jacket is generally followed by the industry.

It also laid the foundation for the strong leader's leading position in the business and leisure field, and won fame and reputation for the strong fighter.

"Now the clothing industry is already the consumer's world. The products produced can only satisfy the needs of consumers, so that they can have good sales performance.

Therefore, it can be said that "customers get the world."

For the clothing industry, innovation is endless. Under the premise of grasping the core competitiveness, we should constantly innovate, so as not to limit the development of enterprises.

A learning organization, with a rapid response team, a unified and enterprising leadership, and a faith-based employee, achieves these four points, that is, enterprises with core competitiveness can shine forever.

Lian Jin said.

Reporter's line of vision:

The public is the basis for the long-term development of the brand. Only when a brand is recognized by the public can it maintain its vigorous vitality and the brand can survive and develop.

Public recognition, in the eyes of the brand represents the brand's popularity and reputation, is the pursuit of every brand, and the added value of the brand is constantly accumulated in this pursuit.

On the road of public recognition, Chinese brands are constantly learning from the international mature brands. It is precisely because of this continuous learning process that Chinese brands have gradually matured.

Netizens view:

How can an enterprise establish its influence in the public? Products, services and added value are all being done by everyone. Therefore, we need to find a new way to make the public know ourselves.

But how can it be established? Good deeds and charity?

But not every company has the strength to do charity.

Therefore, I think it is better to make up the benefits of our enterprises, so that it can also produce good effects in the public.

Confucius once said, "close relatives, come far away."

That's the reason.

What aspects should we improve?

Generally speaking, there are four aspects: 1. initial salary.

2. feasible career planning.

3. improve personal skills training.

4. good working environment.

To do these things well, employees will have high spirits, work well, product quality and service will naturally go up, personnel stability, and enterprises will be able to last longer.

More importantly, you can get a good reputation in the society. This company has a conscience for its employees. It is absolutely no problem.

Netizen red

An excellent brand, its influence is not the consumer's purchase of its products, but the accumulation of the brand culture in the public life. The value of an excellent brand is not reflected in the pricing of products or services, but the brand itself has been constantly optimized and improved after public selection or elimination, and has filtered out of the sand to show the true gold glare.

Netizen Wei Wei

In addition to the strength of technology and products, Responsibility competitiveness and corporate image competitiveness are becoming more and more important for the development of Chinese enterprises, especially today's clothing brand enterprises.

The nomination of the brand public award has made more and more enterprises realize their responsibility to the society.

And this sense of responsibility for the public is a kind of corporate image, is an important competitiveness.

Small leaves of netizens

Value makes brands fly.

Value Award nominated brand: love, doctor frog, {page_break}

For a long time, China's title of "big producer" and "big exporter" of the world's clothing has always been difficult to be called "the powerful country of clothing". One of the biggest reasons is that Chinese clothing is weak in the brand. There is still a certain gap between the brand value and brand value of the domestic clothing brand and the international brand.

As a matter of fact, the Chinese clothing industry has realized this deficiency when embarking on the road of brand development.

In the 90s of last century, the Chinese garment industry unequivocally put forward the "three" (famous enterprises, famous teachers, famous brand) projects, and established the development direction for China's clothing brand strategy.

In the past 30 years, the famous brand strategy has become the core of the development of the garment industry. The development of its own brand has also become a conscious action of the whole industry. A batch of domestic clothing brands that are full of gold have come to the fore. China is moving forward from the "clothing power" to the "clothing power".

The Chinese clothing brand annual award, launched in 2004, is known as Oscar, the Chinese clothing industry. It is the witness and promoter of the growth of Chinese clothing brand.

Recently, the seventh China clothing brand Annual Award nominated brand was officially released.

For the nomination of the value award, Yang Yan, deputy director of the brand, said: "brand value is important for the industry and enterprises.

It is a comprehensive evaluation of enterprises, including product quality, market performance and internationalization.

This time the admiration has been nominated for value award, which is a great recognition of the industry's admiration for the brand.

According to introducing, admiration has made a lot of contribution in promoting brand value in recent years, especially in the aspect of internationalization.

In 2009, the international superstar Gong Li became the spokesman of the global brand image. This also marks the process of admiration towards the international fashion field, which has been clearly drawn into the development blueprint. After the establishment of the sales channel in Saudi Arabia, in 2010, it established branches and stores in Singapore and Malaysia, and set up an international market headquarters in Hongkong. In 2011, the official website of Singapore was officially launched.

In Yang Yan's view, at present, only 18 year old admiration has a certain disparity in brand value compared with international underwear brands with a history of over 100 years, but internationalization is a great development direction, and is also an important index for evaluating brand brand value. It must develop in this respect. Moreover, admiration has reached the same level as foreign brands in production and technology, and some links even surpass them.

Admiration has full confidence in internationalization.

Yang Yan also said that the admiration of the future will pay more attention to developing industry related activities related to Chinese culture in enhancing brand value.

For example, in 2010, love took the initiative to assume the social responsibility and mission of "protecting traditional Chinese culture and making it continue and continue".

In May 26th of that year, the Kunqu Opera version of the "garden dream" was solemnly premiered at the Kunqu Opera Hall in Suzhou. At the same time, it admired the new Jiangsu Kunqu heritage promotion fund every year to help Kunqu Opera.

It is not only the artistic form and elements of Kunqu Opera, but also the national spirit expressed by Kunqu Opera, which marks the beginning of the admiration of Kunqu Opera.

Li Lang is one of the fast growing brand representatives of the domestic garment industry.

As one of the brands nominated for the seventh annual award of China's clothing annual awards, Li Lang has also made remarkable progress in promoting brand value in recent years.

Leon launched its five-year strategic plan, "12345" - 1, a Leo gene, that is, 1 lebrons and multi brand development strategies; 2 refers to the dual male dream, 2 is to achieve the dual status of Chinese clothing; the 3 goal is to provide a simple and simple way of life for human beings to achieve the new goals of corporate mission, GiorgioArmani and turnover in China; 4 values: innovation, struggle, sharing and dedication; 5 strategic pillars: deepen brand extension, enhance terminal support, enhance terminal support, strengthen operational execution, foster continuous innovation, and optimize the strength of supply chain L2. In 2009, Leon was officially listed on the Hongkong stock exchange, and in 2010.

Children's clothing is one of the highlights of the clothing industry in recent years.

In the seventh China clothing brand annual award value award nomination brand, there is a children's clothing brand - frog.

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In recent years, the performance of doctor frog has also been strong in the market: in 2010, the PhD frog was listed in the HKEx and became the first enterprise in the children's clothing industry to list in Hong Kong.

Since then, Dr. frog has opened a one-stop shopping main shop with an area of more than 2000 square meters in the Fang Heng shopping center of Wangjing, Beijing.

It is understood that similar doctoral frog main stores have been fully opened in Shanghai, Qingdao, Xi'an and Shenyang.

In January 22nd this year, Dr. frog opened the world's largest 365 main store in Wanda Plaza, Wujiaochang, Shanghai, and joined the Internet, mobile Internet and the Internet of things in the original store network.

Two or three months after the operation and adjustment of the Wujiaochang store, all the stores in the country have introduced the application of Internet of things to achieve the convergence of the four networks, and each shop has about 35 000 registered members. The annual consumption of each member is over ten thousand yuan.

Reporter's line of vision:

Brand value is the most important part of brand management elements, and is also an important symbol of brand differentiation from competing brands.

Michael Porter mentioned in his brand competitive advantage that the brand assets are mainly reflected in the core value of the brand, or that the core value of the brand is also the essence of the brand.

If the number of clothing brands is registered, Chinese clothing is much stronger than any fashion country, but the main criterion of such assessment is not quantity but quality.

The gap is not terrible, because any change is a process.

More importantly, Chinese clothing has already defined the direction of development.

Netizens view:

Some people say that the brand that can be widely recognized is valuable; others say that the brand that can undertake social responsibility is valuable.

It seems that it is really difficult to judge what value is.

Lily of netizens

When you buy clothes, you will choose the brand that you consider the same price.

Maybe this is a kind of subconsciousness of human beings.

After all, it takes a long process for a brand to accumulate to make people feel valuable, just like the wine of old age is more fragrant.

However, it is best to quantify whether a brand is valuable or not. If they are listed companies, they may be judged to be simpler.

- netizen's Pastoral rest

Brand value is above everything else.

The rich profits are gratifying, but the brand value is more valuable. No matter whether it is internal or external, we must never do anything that damages brand value.

Because building brand is not a day's work, destroying the brand is destroying the long-term interest, and abandoning the brand value is to give up everything.

Sounds of everyday life

Brand is an important means for enterprises and competitors to compete for consumers.

From an enterprise perspective, it is a comprehensive manifestation of an enterprise's business activities. It is not only a bridge between enterprises entering the market and consumers, but also a support for the positioning market of enterprises.

From the perspective of consumers, it is the basis for consumers to buy products and services, reflects the identity and personality tools, and is also a means to meet higher demand.

Chinese enterprises are facing an unprecedented golden age. However, when products filled with "made in China" are flooded with shopping malls and supermarkets around the world and cause panic among foreigners, we are surprised to find that the number of products exported by China is huge, but profits are few.

So we began to pay attention to a noun "brand", and thus produced the desire of Chinese enterprises to build "brand power".

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Achievement tests brand responsibility

Nominations for achievement awards: Lining, Semir, JEANSWEST

First, the brand must have the most basic style and quality factors. After its innovation in business mode and organization and management, the product will be listed and sold after the product is planned and packaged, and the potential and Marketing Award of the brand will be separated from the sales performance. Finally, it will be a heavier public, value and achievement award. This is the award idea of the Chinese clothing brand annual award in the past 6 years.

In this sense, the "achievement award" is not merely a review of some aspects in a simple sense. It must be a comprehensive consideration after a comprehensive assessment.

In fact, the "achievement award" contains the economic benefits, social benefits and public reactions of the brand, which can not be formed overnight.

At the same time, after winning the award, these brands still have their own advantages and stable development.

In the past 6 years, a number of leading enterprises in China, such as Shan Shan, YOUNGOR, red beans, Bosideng, seven wolves, mus and bang Wei, have won the "achievement award" successively.

The three brands nominated by the seventh China clothing brand annual achievement award were Lining, Semir and JEANSWEST.

Lining is the earliest sports brand in China, and its company was founded in 1990.

Over the past 20 years, Li Ning Co has become the leader in sporting goods enterprises in China.

In June 28, 2004, Li Ning Co listed on the Hongkong stock exchange, which is the largest domestic sporting goods company in China.

At the opening date, its opening price increased by 8%.

After listing, we can easily find the way of development of the company: in 2004, Li Ning Co officially advanced to the basketball field, developed "flying a" basketball shoes, and signed NBA star Damon Jones. In 2007, we bought the old table tennis equipment manufacturer "red double happiness"; in 2009, we introduced the badminton racket series.

In 2010, the slogan of LOGO was changed from "AnythingIsPossible" to "MakeTheChange", and "after 90" became the target consumer group.

When it comes to Lining's brand, it doesn't matter how late it was in August 8, 2008 when its brand helm Lining flew to light the Olympic flame.

This wonderful "non Olympic marketing" is enough for most people in the world to remember.

When many sports brands at home and abroad want to break their heads and rush to the Olympic Games, Lining has developed a new way: he does not sponsor the whole event or sports team. He only sponsors reporters and hosts, and cooperates with CCTV Olympic Channel.

In fact, at the beginning of Lining's establishment in 1990, he began working with the Chinese Olympic Committee to promote the development of Chinese sports through sporting goods business, and spare no effort to sponsor various sports events.

In 1997, the Li Ning Co founded the Lining gymnastic school in Foshan. This is the first gymnastic training institution built by enterprises, dedicated to pporting gymnastics talents for the country. In December 2003, Li Ning Co co operated with the school of economics and management of Tsinghua University and University of Technology Sydney business school jointly opened the first Sino foreign cooperative sports management master program to train outstanding sports management talents for the 2008 Beijing Olympic Games.

In addition, while contributing to the domestic sports industry, Li Ning Co is also committed to public welfare undertakings, subsidized hope primary schools and aided disaster areas, and has long supported the "one sports" public welfare training program to improve the sports education in poor areas.

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Semir is a famous casual wear brand in China. It is famous for its "virtual operation" in China.

For the "achievement award", the relevant person in charge of the company believes that whether it brings Radical Enlightenment to the practice or theory of brand marketing, whether it brings substantial results to the practice or theory of the industry marketing, and whether it is of great value to the marketing practice of the enterprise.

"A successful brand depends on two dimensions, namely, establishing a unique and reliable position in the minds of consumers, as well as the value that the brand proposition brings to society."

According to the person in charge, in May last year, Semir and the largest animation company in the United States launched the "Iron Man 2" jointly promoted, participated in the design of male and female costumes, advertising implants, and around the film released PR, product and shop integration, so that brand awareness has been significantly improved.

In 2011, the person in charge said that Semir will further improve the consumer research system, especially the Semir brand shopper research, and continue to maintain the Semir brand's consumer evaluation and market share in the top two industries. At the same time, it will take the store as the core, carry out integrated communication and visual marketing, and initially establish the mechanism of integrated marketing.

Another leader in the field of casual wear, JEANSWEST, has also won the award of the year award.

In response, the company's responsible person said in an interview with reporters that the quality of a successful clothing brand must be tested, and the style of clothing must be welcomed by the market.

On this basis, clothing brands also need to have the potential to tap the market, the enterprising spirit of enterprising spirit, and the corporate attitude of fulfilling social responsibilities, making positive contributions to the progress and social development of the industry.

Since the 70s of last century, JEANSWEST's sunrise group, Hongkong's parent company, has been engaged in the garment industry, developing from the 600 square meter garment factory in Hongkong to the more than 2700 JEANSWEST stores in the whole country.

When the brand came to mainland China, JEANSWEST decisively abandoned the more prosperous Guangdong. Instead, it chose the market to the north of the Yangtze River.

The strategy of the enterprise at that time was "avoiding the reality".

Over the past 30 years, JEANSWEST has driven the trend of the domestic casual wear market, and has also achieved its brand influence in the Chinese market.

It is said that JEANSWEST is such a brand.

From 1998 to 2010, JEANSWEST donated 36 JEANSWEST hope primary schools throughout the country, improving the learning environment of tens of thousands of children in the poor areas of China, donating 18 million of the fund to establish the "JEANSWEST student aid fund" in the Chinese Youth Foundation, subsidized the poverty-stricken college students from the countryside, invested 6 million yuan to carry out the "JEANSWEST hope teacher plan", and sent teachers to the primary schools in poor areas; and donated 10 million yuan to the China Youth Entrepreneurship and employment foundation to support young college students' Entrepreneurship and employment.

As of 2011, JEANSWEST has contributed more than 100 million yuan to social charity.

It is worth mentioning that JEANSWEST, by naming "JEANSWEST entertainment live" and hosting the JEANSWEST entertainment ceremony, will combine leisure and entertainment to expand brand awareness.

With the appeal of the stars, the whole society will be brought into action, so that we can be moved to a wider range of actions so that the whole society can unite and spread good and good.

Reporter's line of vision:

Achievements in business: This is Baidu's interpretation of "achievement".

In fact, in the growing Chinese garment industry, any brand is labeled "achievement", which may be a pressure for them.

Achievement, to some extent, means that the industry is an integral whole, which means carrying more responsibilities, which means that every word and action must be cautious.

Zhou Chengjian, the chairman of the last year's "achievement award", can not help saying, "this award is both a responsibility and a spur for Mertes Bonwe."

What our Chinese garment enterprises most expect and hope most is that they will have the opportunity to win awards in every fashion center in the US and Europe.

Yes, winning the trophy is not the ultimate goal. What we should see is the deeper meaning behind the honor.

For example, how to promote innovation through science and technology, increase efficiency through innovation, and enhance the value added of brand by science and technology, and this is also the place where the "achievement award" is established.

Netizens view:

For brands that are in a dynamic development period, it may be too early to say "achievement"; and yardsticks for measuring achievements are numerous and difficult to quantify with one or two specific criteria.

However, whether Lining, JEANSWEST or Semir, they have made some contributions to China's garment industry with their own practical actions. Whether they are supply chain management, product development, or channel expansion, cultural connotation mining, and public welfare undertakings, they have set an example in their respective industries.

Netizen Meng Mao

In my understanding, the "achievement award" represents a great recognition of a brand from its establishment and development to its present performance.

Whether it is in the sales and marketing of enterprises, in the management and management of teams, or in the establishment of corporate cultural image and the establishment of social responsibility and integrity, this award represents a great recognition of the winners in the industry.

Lining, Semir and JEANSWEST, who are nominated for the nomination, are all leisure sports brands. This also caters to the trend of rapid development of the Chinese apparel industry casual wear.

These enterprises are one of the top industries in terms of public trust and influence.

Small netizens BABY

The nomination of achievement award is an affirmation and encouragement to the brand enterprises. Lining, Semir and JEANSWEST, after their own efforts and continuous innovation, deserve this honor.

In addition, the achievement award is also a kind of invisible enterprise's soft power and competitiveness for a brand, which is undoubtedly a great impetus to the future development of enterprises.

Net friend leaves