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Brand Building Of Yuhang Garment Enterprises: Investment Is More Important Than Investment.

2011/12/23 9:33:00 6

Investment In Brand Building Of Yuhang Garment Enterprises Is More Important.

It may be more difficult to persist than to find ways.

In 2006, a foreign trade in Jiangsu.

clothing

The company wanted to turn into a domestic dress brand, and invited Yang Dayun to be a consultant.

Since then, the enterprise has spent a year researching, positioning, locking the product style and establishing a specialized domestic sales team.

At that time, the budget was invested 20 million yuan in the first year, and it could not be counted on the stock. The result was only six months in the first year. When the money was spent to 15 million yuan, the business owner became hesitant and began to ask, "we have spent tens of millions of dollars, but nothing has yet been seen."

The reality is, however, that this is just the beginning.

If a brand is represented in Beijing, there are not enough 2000 to open 5.

Exclusive shop

。

Finally, under the influence of capital, the brand aborted.

Such an example is

Foreign trade type

Businesses are everywhere.

Brand construction often requires continuous investment, which is obviously different from that of productive enterprises.

Foreign trade clothing enterprises often invest in equipment and expand factory buildings.

"This is actually accumulating assets, which are tangible assets.

If we make brand, what we need more is to do intangible assets. In tangible assets, we should go to light assets and make heavy intangible assets, including recruitment, brand building, product development and so on.

Deng Lifu said, "continuous investment every year will bring new changes to brand every year, and every stage will have growth and promotion.

In this way, the brand will continue to develop.

His other feelings may be worth pondering. "Brand building is a long distance running project. It needs constant adjustment and progress. Since it is a long-distance race, it is impossible to get instant results by investing money.

After making an investment, we must put in considerable energy and constantly revise and upgrade. In the process, we must be tolerant of loneliness and temptation.

Maybe in this process, we will feel very boring, even a lot of pain, suffering, there will be a lot of entanglements, such as this should not be done, if I do not see the effect in the short term, how to do? The answer is only insistence, brand must adhere to, only adhere to the brand will win the possibility. "

At the same time, Wang Xiangsheng also confidently gave entrepreneurs a reassurance: the brand will not disappear. So far, I have not heard of any brand that quit because of the fierce market competition and no profit margins.

"A lot of factors that often disappear are directly related to brand positioning, organizational structure and management structure."

"Focus on the main business, step by step, step by step, constantly ponder the development of enterprises, comply with the pace of the times, enterprises will definitely develop in the right direction."

Several foreign trade clothing enterprisers in Yuhang district said with one voice that although they were worried about the brand building in the future, they never gave up the road of pformation.