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Brand Building Of Shoes And Clothing In Wenzhou

2008/11/15 9:23:00 72

品牌是什么？

With this question, we can ask the citizens, entrepreneurs or government officials of Wenzhou, almost everyone can tell the views of benevolence and wisdom.

The answer is incisive, profound, or popular.

Yes, Wenzhou people don't know much about brands.

This is the ten years after a sense of shame and a strong sense of urgency.

More than 10 years ago, a fire in Hangzhou's Wulin gate burned Wenzhou enterprises, but at the same time, it also ignited the brand dream of Wenzhou enterprises.

From then on, Wenzhou enterprises began a pursuit of brand persistence and made it a shining gold.

　　崛起

　　品牌创建初尝甜头

In October 1996, the the Great Wall shoes industry (Kangnai group predecessor) Kangnai shoes were named "China's ten real leather shoes king".

The industry agreed that this can be said to be a milestone in the history of the development of footwear industry in Wenzhou. It indicates that after many years of hard work in Wenzhou footwear industry, the product has finally been recognized by the market and the industry, and has embarked on the road of brand promotion.

"At that time, in order to celebrate the fact that Wenzhou had its own real leather shoes king, the relevant departments of the municipal government, the shoe and Leather Association, the Kangnai group and the Wenzhou footwear industry colleagues who came to congratulate the group formed a fleet of more than 100 cars. Each car was decorated with red color, and made a special trip to the Wenzhou Airport to meet Zheng Xiukang, who received the award from Beijing."

Recalling the glory of that year, Zhou Jinmiao, vice president of Kangnai group, is still excited.

By 1998, three brands of Wenzhou leather shoes, Kangnai, AOKANG and Jill, won the trophy of "China's ten real leather shoes".

China's 10 real leather shoes king got 3 from Wenzhou at once.

At this time, the national colleagues no longer dare to belittle the leather shoes of Wenzhou.

At the same time, the brand strategy of every shoe industry in Wenzhou is also thrived.

Kangnai, AOKANG, Dongyi, julda, red dragonfly, spider king, Japanese Thai, Australia, gull king, giant day and so on nearly a hundred well-known brands of footwear in Wenzhou, in the market are distinct, set up a good brand image.

Not only is the shoe industry, but also in the city's low-voltage electrical appliances, pumps and valves, smoking sets, automobile and motorcycle fittings, and other industries, it has also stepped up the pace of brand building.

Today's Wenzhou brand is further extended.

Wenzhou enterprises have emerged as the core of brand expansion, merger and reorganization of assets. Footwear companies have launched clothing, clothing enterprises have launched leather shoes, and the wedding birds have bought flangshton; CHINT has extended to solar energy and other fields.

　　魅力

　　区域品牌群星璀璨

If the rise of a single enterprise brand makes Wen enterprises find the way to success in business, then the emergence of many regional brands will make Wenzhou's development road more and more exciting.

Wenzhou's brand building is not only gold like, but also like diamonds, emitting many angles of sparkle.

In September 19, 2001, Wenzhou was officially named "China Shoes Capital".

This is the first public area brand in Wenzhou.

At present, the footwear industry in Wenzhou has set up the first tier national brand with Chinese famous brands and well-known trademarks in China, and has actively promoted the formation of the two or three echelon by taking the form of shoes, meritorious enterprises and other outstanding enterprises, which have made outstanding contributions to the creation of "China shoes capital". It has formed an industry brand joint fleet and established a better brand Pyramid level support system.

By the end of 2007, China's famous brand and well-known trademark had reached 48, accounting for nearly half of the city's shoe leather industry.

The construction of regional brand integrates the brand resources of the whole industry and forms a three-dimensional brand structure in Wenzhou.

According to the industrial characteristics of Wenzhou, it is more suitable for developing regional brands, which will further promote the development of Wenzhou.

Feng Kai, executive director of Wenzhou brand association and deputy director of Commerce and Industry Bureau of the Municipal Industrial and commercial bureau, said.

The contribution of regional brand is not confined to shoe industry. Similar phenomena occur in different parts of Wenzhou.

Subsequently, China's famous clothing city, China lock capital and Chinese pen capital.

One after another has fallen to Wenzhou.

In particular, these "national brand" brands, because of their high gold content, are recognized as a whole on the industrial brand of Wenzhou. Therefore, the acquisition of these "national brands" not only laid the foundation for Wenzhou to cultivate regional brands, but also created the shared intangible value for all Wenzhou SMEs, and also brought some positive externalities to other enterprises.

The rich brand resources hold up the "country name" of the 32 industries, including the footwear industry. With its large scale of industry, complete division of labor, well-developed marketing network and absolute market share, it enjoys a reputation in the domestic and foreign markets.

Many products play an important role in the whole country and occupy a place in the world.

In addition to the "country name" sign, Wenzhou has successfully won 9 provincial trademark brand bases.

Today, Wenzhou enterprises are no longer satisfied with the domestic market, and are looking at the world.

However, a world-class brand is created from scratch, and only a large number of individual brand names are aggregated by industry or industry.