Driving Force: Enterprise Marketing Construction Step By Step

On September 28th, 30 years ago, 46 year old Hong Zhaoming led his family in Jinjiang, Fujian.

In the past 30 years, from the unknown public dress to the first brand of Chinese casual wear, what is the driving force of the rapid growth of the real power?

Brand building, step by step

If an enterprise fails to form its own brand influence, it is difficult to develop.

There is no shortcut in brand building. It is a relatively long process.

In 2009, operation headquarters moved to Shanghai, and restructured the brand marketing chain and R & D supply chain with the help of Shanghai's talent and resource advantages to achieve brand upgrading.

From beauty to power

In 1980, the domestic market was still in the control of the planned economy, and the policy was not open, but the shrewd Hong Zhaoming used two pieces of doors to cut the bed into the bed.

In 1984, Hong Zhaoming and his brother co founded the new art beauty clothing factory, formally started the production and operation of the factory.

In 1985, Hong Zhaoming brothers registered the trademark of Jiali, which was also the first enterprise in Quanzhou, Fujian to produce garments with its own trademark.

In 1986, Hong Zhaoming began to operate independently and founded the two factory of Jiali clothing, and began to use Daming trademark the following year.

In 1980s, China's clothing market was fragmented, and brand awareness was generally not strong. Enterprises focused on short-term growth in sales. The market segmentation did not take shape and there was no complete marketing concept.

In 1989, when Hong Zhaoming applied to the local industry and Commerce Department to apply for the registration of Daming trademark, Daming trademark had been registered by others.

After careful consideration, Hong Chao Ming chose the "strong fighter", a trademark containing male masculine, confident, steady and strong personality and independent style. From then on, it took a long road of brand building.

The way of brand building

In the face of increasingly fierce market competition, how to make it strong and become the leader of the garment industry? Hong Zhao Ming knows that only by establishing a complete product structure system that belongs to the powerful power, can the strong power be in an invincible position in the market competition.

Through market research, Hong Zhaoming believes that jacket has a huge market development prospects, and will be the dominant direction of the product of "strong" positioning jacket.

This precise market segmentation makes it possible for the company to focus on the production of jacket, and to create the first brand of China's casual men's clothing has become a common vision of the powerful people.

The cornerstone of brand lies in the quality of products. Only high quality products can win the trust of consumers.

In 1990, Jin Ba invested hundreds of millions of yuan to introduce hundreds of advanced international equipment, and began to absorb large quantities of clothing design, management and marketing talents.

Under the strict quality management of Hong Zhaoming, the strong fighter gradually established a set of scientific performance evaluation methods and incentive mechanisms, which laid a solid foundation for its rapid development.

In 1992, "strong head" registered the first "rocket head" trademark. It took the lead in regulating the brand visual identity in China's men's wear field and began to take a place in the Chinese market.

In 1997, PowerLeader introduced into the CIS image recognition system, which had far-reaching significance for the strong fighter. It not only set up a good brand image for the strong fighter, but also effectively promoted the sales of the product.

After that, it strengthened its ties and cooperation with domestic and foreign clothing design and research institutes, invested huge amounts of money in new product development and design, and enhanced the brand image of the powerful brand.

In 1999, JP became the first brand of Chinese market jacket products.

Before 2000, the powerful agent adopted the wholesale selling system, which could enable the rapid sale of the market to gain short-term economic benefits.

But in the long run, this model is not conducive to brand building, and even to a certain extent, dilute the brand value.

Is it continuing to dissociate itself in the low-end market, or in building the brand?

In 2000, RBA abandoned the wholesale selling system that had been used for nearly 20 years, and launched the franchise system in an all-round way. It became one of the first batch of garment enterprises to launch franchise business in China.

The construction of brand depends on accurate market positioning. Throughout the operation of world famous brands, there are clear and precise positioning. For example, Coca-Cola's "pure Cola" positioning, IBM's "computer integration service" positioning, Southwest Airlines's "single economy class" positioning, have made them successful.

At the end of 2002, through the careful market investigation, strong boss launched the brand positioning of "every jacket has an original design".

Seemingly concise and concise sentence, but in the minds of consumers established a strong brand position, not only enhance the brand influence, but also expand the value of the brand of the strong brand, sales increased significantly.

From pioneer to leader {page_break}

In November 26, 2009, the national garment Standardization Technical Committee set up the working group of the national garment Standardization Technical Committee and the first committee meeting was held in Shanghai in November 26, 2009.

As a secretariat unit, Jin Ba takes the lead in launching the jacket industry standard, and will be responsible for studying the supply and demand changes, fashion trends and industry research in the Chinese jacket Market in the future.

In the 20 years since the emergence of "power fighter" in 1989 and the establishment of the jacket industry standard in 2009, the company has developed into the leading brand of "leading the Chinese jacket to the world".

But Hong Zhaoming believes that the brand operation of Zhen Ba is actually a part of the system operation, rather than a "red flower". It is the result of the joint operation of the powerful R & D design, strong brand operation management and sound sales system.

Sports marketing, fission communication

"The path to sports marketing can be said to be inevitable.

In the early days of brand development, the powerful champion of the early growth of the wings urgently needed a strong marketing hotspot to push the brand to a stage of rapid development.

Whether it is the world championship of professional boxing or the world cup, the spirit it advocates and the brand character that has been conveyed by the rivalry are interlinked with each other.

"Dare to compete with the world" and "strive for men", as a man's clothing brand with distinct spiritual temperament, it is a necessity for li ba to choose sports marketing.

The vice president of Jin Ba said.

As long as the domestic enterprises attach importance to sports marketing before, they have realized the unique value of sports marketing, and began to use sports resources to brand communication.

It can be said that the road of brand promotion of Jin Ba has been indissoluble from sports marketing at the very beginning.

Whether it is the uninterrupted sponsorship of the world boxing championship in recent ten years or the explosive investment in 2002, 2006, 2010 World Cup and 2008 Olympic Games, it is the strategic decision made by RIBA based on brand development.

After every sports sponsorship, the brand value of the powerful brand has been leaping forward and the market size has been changing rapidly.

Boxing marketing

Speaking of the boxing champion, people will come up with powerful, masculine and aggressive boxing players in mind, and this association is highly consistent with the idea contained in the brand.

Therefore, CCTV-5 took the first step in sports marketing and chose the CCTV-5 as the platform for the brand communication. In 2002, the strong fighter landed in the CCTV-5 world championship.

Up to now, there has been 8 years of cooperation between CCTV-5 and the world champion boxing competition. Such long cooperation time is rare in domestic advertising operation.

It can be said that the world championship of professional boxing has witnessed the whole process of the rapid growth of the brand.

Facts prove that "CCTV-5" as a brand communication platform has achieved great success, and brand publicity has reached a certain extent.

But it did not stop. It wanted to go further.

Considering that the breadth of the brand has been expanded to a greater extent, Rb takes the second step of sports marketing: promoting the brand in depth.

Before promoting the brand deeply, RBA noticed the interaction between media publicity and terminal network, and realized that the deep propaganda of RBA brand must let its idea go deep into the group spirit of loyal consumers of RBA brand through carefully selected media, and seize the first intellectual ladder of consumers.

World Cup

2010 is the year of the world cup, buzz has blown the horn of the world cup in South Africa, and has also sounded the horn of World Cup marketing.

The world cup is a sports event that must not be absent. For example, the vice president of the powerful League said that the reason why the world cup is the focus of brand continuous communication is that the world cup has a strong focus of attention.

"The world cup is a gas field. It can gather the most male attention in the shortest time. It attracts many fans and fans.

Compared with other sports resources, the high attention platform of the world cup has a highly suitable docking point with the demand of the brand, and has a very diverse support point for communication, which can bring the highest promotional returns to the brand.

In April 16th this year, the World Cup advertising resources online bidding meeting in CCTV2010 this year, the strong fighter competed in 5 advertising positions, including pre competition, competition and overtime, and once again boldly attacked in sports marketing.

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And every time world cup marketing has been achieved with ideal results.

During the world cup in 2002, with less than 10 million yuan advertising investment, CCTV began to broadcast the brand image ads of the powerful brand, and opened a prelude to the market expansion and brand image building.

In 2006, with the establishment of the leading position in China's men's wear market, CCTV was named the "shooter list" of the world cup. It focused on "strong man's men's clothing, leading the Chinese jacket to the world", and confidently emphasized the brand status of the king as king of jacket.

Olympic marketing

In 2008, the men's costume of Jin BA was priced at 89 million 440 thousand yuan, which was 100 higher than that of Mount Qomolangma. It was put into the "2008 Olympic Games live broadcast in a set of advertisements". It became the only Chinese garment enterprise winning the CCTV Olympic advertising.

During the Beijing Olympic Games, the new CCTV logo was launched, and the "return of the king" advertising film with the new logo of the powerful fighter was displayed in the live broadcast of all the events, upgrading the brand again.

From the initial sponsorship of the world professional boxing championship to enhance brand awareness, through the world cup marketing and communication of the core concept of the brand of "strong driving force", "leading the Chinese jacket to the world", and during the Beijing Olympic Games, the focus was on "focus" and "jacket".

Simple principles of brand communication

"Bidding CCTV advertising resources has no magic weapon, and more comes from intelligence and precise research.

Many times have been involved in CCTV advertising resource bidding, which can be compared with other companies.

Before bidding, we have carefully studied the advantages and value of the bid resources, and combined the past bidding experience to give the general budget.

Of course, compared with the previous budget, there will be some discrepancies in the final bid results, but basically we did not exceed the forecast we made earlier. It should be said that our identification of the resource value of the index is quite accurate.

When it comes to the magic weapon that repeatedly wins in the CCTV advertising resources bidding, Jin says.

Is this related to the corporate culture of the company?

"Strong fighter" is a simple brand.

As Mr. Hong Zhaoming, chairman of our board of directors, has been regarded as the brand name of the strong brand, "a person can do a good job in his life". He always believes in the power of choice, concentration and perseverance.

So in the brand communication strategy, we also uphold the simplest principle of thinking.

Lian Jin said.

"The first key element of strategy is not to defeat competitors, but to maximize the value of brands to customers.

Therefore, the choice is undoubtedly the first.

The ability to capture the communication points is the biggest key to the success of the brand marketing. The most appropriate hot events and time points are selected. Relying on the most high-end media platform for cluster high-density pmission, the most powerful and powerful brand communication effect can be obtained.