Tongxiang sweater brand was quietly looking forward to breaking "茧" out

Not long ago, Tongxiang Tengniu Cashmere Garments Co., Ltd. formally submitted the application of “Tiu Niu” sweaters and cashmere sweaters to “Zhejiang Famous Brand Products” to the Zhejiang Provincial Famous Brand Certification Committee. This move broke the situation in which Tongxiang sweaters’ famous brand products were once reported to be silent.

What is gratifying is that more and more brand awareness has become stronger than the “chininess” family. In May of this year, Wang Lixiao, chairman of Zhejiang Aoyang Pure Garments Co., Ltd., quietly went northward and reached an agreement with a famous film and television star in the country regarding the company’s own brand “Australian Pure” image spokesman. Wang Lixiao disclosed that this year, the company will invest at least 2 million yuan to promote its own brand.

More than 4,000 production and processing companies, brand awareness is less than 1%, this contrast exists in the sweater industry in Tongxiang City, a sustainable industry in the development of a "barrier stone." The reason, the industry analysts believe, the key is the lack of a company to create a brand of hard work. The persistence of the brand requires long-lasting courage and perseverance. "Big Boss" once and the "three shots", "suitable and cool" and known as the thermal underwear industry in the "Three Musketeers" for the country's well-known brands. In December 2001, Junren Ma Knitting Garment Co., Ltd. obtained a three-year right to use the “big boss” for 7.7 million yuan. However, due to the lack of experience in brand operation, the annual sales volume of “big boss” products has gradually shrunk from 300,000 in the beginning to less than 20,000 last year, and the awareness of the “big boss” market has continued to decrease. Last year, more than 7.5 million yuan and Ningbo "Rentou" apparel companies jointly captured the "Big Boss" trademark ownership of the handsome horse needle clothing Co., Ltd. aware of their own weaknesses, has recently brewing commissioned brand operations. Xu Xinchang, general manager of "Just People's Horse," expressed his hope that through the brand's operation, local brands --- "big bosses" -- will get out of the declining situation.

To make their own brands bigger and louder, this slogan many companies have indeed shouted for a long time, but always thunder and rain, small. Also in May of this year, Tongxiang Handsome Costume Co., Ltd. and Bosideng Co., Ltd. intimately hand in hand, became "Bosideng" in China's ding shirt designated production enterprises. For most of the enterprises that love OEM, as one of the "Hengyuan Xiang" sweaters franchisee Zhejiang Aoyang pure costumes Co., Ltd. Chairman Wang Lixiao deep feelings. He said: “The processing volume of 30,000 pieces a year is basically 'not enough to eat' for my company that has 500,000 sweaters' production capacity.” He admitted that OEM processing is “such as under the meter”. The days of pots are not good, and companies must develop their own brands if they want to develop in the long term.

Global economic integration has changed the way people think and do business. Insiders pointed out that a successful brand strategy has become an important and most effective and lasting bond for maintaining businesses and customers. Enterprises must pay attention to brand building, focus on the brand's huge potential value, use the brand as a stepping stone for the market, focus on product quality, scrupulously abide by integrity, willing to invest, and strive to form a brand mechanism that takes the enterprise as the main body, the government promotes, and the whole society participates together.