How Does The Shoe And Clothing Brand Adhere To The Core Value Of The Brand?

Building a good brand building environment, serving the development of regional economy, and further enhancing the brand influence of Quanzhou has become a

Industry consensus.

Gao Yang, deputy director of the quality control department of the AQSIQ, Gao Bohai, President of China brand magazine, Xiao Lihua, general manager of XTEP electronic commerce, Yang Zhou, assistant chairman of the seven wolves, and other elites, discussed the theme of "how to seize the international discourse power by brands".

Viewpoint 1: snatching international discourse power

"75% of the world's sporting goods, watches, nearly 1/3 clothing, 1/2 shoes are all made in China, but there is no one in China.

Enterprises can participate in the formulation of international standards. "

Gao Yang said that the world economy is becoming more and more complex, and the European and American markets continue to explore the bottom.

"Setting standards is to seize the right to speak in the industry."

Gao Yang said that China is trying to get the eligibility criteria of the international standard set up in the recent period.

In this context, many brands in Quanzhou are expected to become international standard makers in related industries.

Gao Yang said that China has become one of the chairmen of the international standard setting. For China's major industries, this is no less than the meaning of the permanent members of the ISO. "All the competitive industries in the country are willing to participate in this international feast. Quanzhou is the core area of Fujian's economic development."

He believes that Quanzhou brand should continue to give full play to its advantages in terms of cultural connotation, popularity and reputation, and expand its brand's premium capability, inject more wisdom and painstaking efforts to create a century old shop.

Point two: stick to the core value of brand

Gao Bohai believes that to seize the right to speak in the industry, we must grasp its core values.

He said: "the core value is the ultimate pursuit of the brand, and is the origin of a brand marketing communication activity, that is, all activities of the enterprise must focus on the core value of the brand."

He said: "once the core value of the brand has been determined, it is necessary to maintain it with the power of dropping water and wearing stones. In the ten or twenty years, it is persistently adhering to this core value in the process of brand building.

In the long period of time, with extraordinary efforts to achieve this point, not be disturbed by wind and grass, so that every marketing activity and every advertising fee of the brand will add to the brand, play the role of conveying the core value to consumers or prompting consumers to associate their core values.

Over time, the core value will be branded deeply in the consumer brain and become the most infectious connotation of brand to consumers.

Viewpoint three: import quality control system

Yang Zhou said that the seven wolves have always adhered to the mission of "using fashion to inherit classics and let brands inspire life". The industry took the lead in putting forward the theory of clothing brand culture management, and formed a modern business management system with brand as the core and Lifestyle industry as the leading factor.

"In our company, we set up a special study class very early, combining self-evaluation with practice, focusing on consumer experience, strengthening quality management, optimizing operation management, and upgrading brand."

He said that the seven wolves had a large number of professional fashion designers, and the seven wolves brand clothing was autonomous.

The design team is mainly composed of outstanding designers from all over the world, including Paris, Hongkong, Taiwan and Mainland China.

Besides brand building and improving quality system, it will further enhance the brand of enterprises.

Xiao Lihua said that quality is a systematic concept.

XTEP has established a perfect quality system in recent years. From the research and development stage, the qualified raw materials have been introduced into quality control and management, including the whole process of R & D, design, material selection, production, packaging, warehousing, distribution, display, sale and service, with emphasis on strengthening the quality control and control of raw materials and garment production in the prophase and mid-term, and controlling the quality of the manufacturers in the whole process.

Xiao Lihua said: "good brands are inseparable from the quality of products, and we will continue to focus on more stringent production checks and deepen the brand culture market.