Knitting Enterprises Implement Brand Strategy And How To Build Regional Brand?

　　 knitting Enterprises pay more and more attention to brand awareness, which is the embodiment of an enterprise's comprehensive strength. Brand is not only a symbol of a product, but also embodies the intrinsic value of products, and is an intangible asset of enterprises and even the whole industry. How to integrate the concept of brand building into the upper and lower reaches is not only to create knitting brand, but also to segment the market in production and design, and win the opportunity through differentiated brand strategy.

　　 The overall goal of "12th Five-Year" knitting industry brand building

The "12th Five-Year plan" clearly pointed out that enterprises and industrial clusters above designated size should fully implement brand strategy, foster dominant brands and further enhance the core competitiveness of brands. To form a brand cultivation system that meets the requirements of accelerating the transformation of the industry development mode, and fosters the fabric brand with international reputation as the fabric supplier of the top international brand garments. Expand the influence of knitted garment brand in the global market and form 5~10 brand with strong independent innovation ability and high influence and competitiveness in the international market. Cultivate a number of brands with strong competitive advantages in the domestic market, so as to make knitted garments in China. Apparel products The annual sales of famous brands account for 10% of the annual sales volume of Enterprises above designated size.

　　 What are the basic principles to achieve this specific goal?

To achieve this overall goal, we should take Scientific Outlook on Development as the leader, take independent innovation as the support, take enterprises as the main body, give full play to the main role of enterprises in technology, products, services and market innovation, continuously enhance brand value, persist in taking market as the leading factor, strengthen international cooperation, make full use of global resources, promote the development of strong brand enterprises, persist in policy oriented, comprehensively use guidance and norms, and create a favorable development environment for the growth of independent brands.

In any industry, brand building and training are a long process. In the field of knitting, what are the key points in brand building?

Cultivating independent brands with competitive advantages and promoting the contribution rate of industry brand is the only way for the knitting industry to adjust its structure and transform its development mode. Brand building should focus on four aspects: quality, innovation, rapid response and social responsibility.

In terms of quality, we should establish a reliable quality position in the market through technological optimization, equipment improvement, technological progress and management science measures to improve product quality, improve the control ability of production process and product quality.

In terms of innovation, we should vigorously promote innovative activities based on effective demand, encourage enterprises and industrial clusters to carry out technological innovation and technological improvement, integrate resources, and actively try new diversified innovation system construction, combine the development strategy of independent brands and industrial clusters themselves, so as to achieve the upgrading of enterprise innovation ability in brand enterprises and clusters.

In terms of quick response, we should strengthen the research on the trend of fashion, realize the short cycle operation of product development to product listing, quickly feedback the market information and popular elements, strengthen the integration of informatization and industrialization, vigorously advocate the application of information technology in the knitting industry, and enhance the comprehensive and quick response ability of the brand.

In terms of social responsibility, we should establish a sound social responsibility management system, strengthen the integrity system, and strengthen the social responsibility information disclosure system. We should strengthen the training and capacity-building work in the field of social responsibility and improve the level of corporate social responsibility management. We should strengthen the promotion of enterprise credit evaluation in the whole industry, and strengthen the propaganda of advanced enterprises and successful cases. Comprehensively promote the advanced technology of knitting production, and promote low carbon environmental protection to consumers. Knitwear 。 We should guide and organize more enterprises and industrial clusters to participate in the construction of the social responsibility management system, and create a responsible industrial chain in an all-round way.

　　 How should enterprises implement brand strategy and how to create regional brand?

Knitting industry to cultivate more famous brands and create regional brand names should start from many angles. Brand cultivation should adhere to the spirit of innovation as the brand development, vigorously promote innovation activities based on effective market demand, actively try new and diversified innovation system, promote enterprise culture construction, and enhance market discourse power. It is a long-term process for an enterprise to cultivate its brand, and at least do well in all aspects of product design, production and marketing.

First, improve product design. Enterprises should improve brand Fame and influence must be unique in product design. Enterprises can establish an excellent designer team through the establishment of design and research centers, maintain the brand loyalty and market influence of the products, establish cooperation with the famous international and domestic design rooms, and develop the new products suitable for consumption and expand the market share through the application of computer aided design system according to the prevailing trend.

Second, increase technological innovation. On the basis of scientific and technological innovation, we should actively promote technological innovation and technological improvement, and adopt automation, digitalization, and information production technology. With advanced technology, production technology and production management will reach the advanced level of the industry.

Third, ensure quality. Establish and improve product quality management system and control system, enhance enterprise quality control ability and product quality testing ability, improve product quality. Using high and new technology to improve quality control means. Actively participate in the formulation of industry standards, improve the industry standard system, and implement high-quality product standards above industry standards. Enterprise product standards should be integrated with international standards.

Fourth, optimize the supply system. Under the rational allocation of resources, we should actively participate in the production and process reengineering of upstream suppliers, establish a solid cooperative relationship, and adopt lean production management and rapid processing information system to continuously optimize the supply chain process. A perfect supply chain system is a powerful embodiment of the competitiveness of modern enterprises. By strengthening the integration and control capabilities of the supply chain, enterprises occupy the prosecution link in the industry chain, and even occupy the market in an unfavorable environment such as low demand.

Fifth, expand marketing channels. Building marketing network and controlling marketing channel is an effective way to expand product market share. Enterprises can create a rapid response system through innovative marketing mode, and try physical stores. Internet sales The combination of brand, virtual management, new life experience Museum and other ways to promote branding, scale and network operation. We should attach importance to the specialized market, promote the brand and expand the market influence with the professional market. In addition, we should implement the strategy of brand going out, push the independent brand to the international market through various channels, and promote the international reputation of the independent brand. By participating in and holding international exhibitions, we will cooperate with international famous brands to track frontier technologies and strengthen sales and service channels.

To promote regional brand construction, we must adhere to the market orientation, implement product differentiation strategy, bring into play a cluster advantage, enhance the cooperation and matching capabilities between the upstream and downstream industries, enhance the overall operation efficiency of the industrial chain, and speed up industrial upgrading; promote the fashion design and enhance the added value of products through the publication of the popular trend; develop regional brand standards for products, improve the quality of cluster products; strengthen the cultural construction of regional brands and the construction of cultural and creative demonstration parks, intensify the promotion and promotion of regional brands, give play to the leading and exemplary role of leading enterprises and dominant brands in regional brands, enhance the recognition of regional markets, enhance the overall recognition of regional markets, enhance the overall competitiveness of regional brands, and ensure the healthy and rapid development of independent brands.