The brand is containing between the person and person's relations actually. With an analogy: The shop is person's face, the body is the commodity, the left hand is to customer's service, the right hand is the sale and the management, the left right foot respectively is the advertisement and the network; But most importantly head, is also the operation thought and the brand overall idea.
What is a brand? Takes a name to be able to be called the brand? Island Tian Haosi takes the prologue with such question. As the Japanese senior brand expert, island Mr. Tian the understanding experienced the surmounting perception to the brand, the theory summarized, returned the perceptual again stage, therefore, he spoke the brand way always rational to have according to, explained wonderfully serial.
Not only brand a marketing tool
The brand is containing between the person and person's relations actually. With an analogy: The shop is person's face, the body is the commodity, the left hand is to customer's service, the right hand is the sale and the management, the left right foot respectively is the advertisement and the network; But most importantly head, is also the operation thought and the brand overall idea. The brand has runs quickly also has runs slowly, the hand, the foot, must coordinate only then to run mutually quickly, these brand most primary factor lacks is not equally good. Regarding the brand essential factor's first question, island Tian Haosi so answers. In his opinion, the brand is one kind of overall quality, is each kind of essential factor illusion combination.
Analyzed the brand general principle, island Mr. Tian has refined the clothing brand unique profession characteristic. Each clothing brand had a heart, the brand localization had decided the marketing method, each brand needed to ask itself much: I face which people are the customer group? Is all populace is the specific community? Because of the clothing and consumer's contour, the intrinsic training, the social position and so on is closely linked, the customer has high, short, fat, thin difference, has the spicy younger sister, division the virtuous young woman, has the sharp elder brother,homemade kids costumes, rich two generation of gaps. These are the questions which the clothing brand's majordomos first want to consider.
Moreover, not only regarding the clothing enterprise, the brand a marketing tool, how its real sense lies in with the customer contact. For example, if only has the advertisement constantly, the sales result may rise suddenly temporarily, but the customer very quick was bored. Present's consumer is the personalization, if the brand advertizing makes the insufficient scale,homemade kids costumes, they will think that this brand will not exist; If went all out to make the advertisement, they will think that this brand will have impure motives. Island Mr. Tian take LV and the GUCCI two big luxurious brands as the example, why can they the long-term development? Is mainly because they have chosen the outstanding customer, makes the advertisement specially for them, serves for them, the brand achievement unceasingly will grow - - them to use the brain to use the heart.
The small brand must look for the small group competition
The question which should locate accurately how regarding the middle and small scale clothing brand, island Mr. Tian has put out an investigation graph, above is the big and small clothing brand sphere of influence which expressed with the great-circle small circle.
The big brand's customer group will obtain very, high, the low end will obtain is very clear. Customer level's economic capacity and quantity can also consider carefully, like this in propaganda time can with a clear goal. Island Mr. Tian unifies the graph to analyze carefully,homemade kids costumes, but the middle and small scale clothing business economic strength is not strong, the customer is not many, therefore do not go constantly with the big brand competition. For example the host hits the leisure style the brand to have several dozens, over a hundred, this circle's competition is very intense. Such being the case, why not does strategic shift another circle have a look? The professional female attire, the supposition only then three brands are quite for example famous, that competition will be small a spot, will join so long as price low spot, style again a little difference line. The island field has stressed in the interview that the small clothing enterprise do not need to participate in the big circle the competition to bump badly beaten all of a sudden, looked for the small group competition easily to be many.
Which clothing brand impression talks about is deepest to China's, the island field was first said that ONLY, Vera Moda developed very quickly in China, then has enumerated three pure Chinese blood relationship brand: The virtuous young woman room, accepts Wei, JNBY (the south of Yangzi River cotton garment), they are quite respectively obvious in the profession market's characteristic.
Pointed studies other people experience
Japan is a luxury goods consuming country, has many may supply the experience which China travels together uses for reference. For example, the Japanese Enterprise's customer service level is universally accepted. Not only the enterprise the education is strict to the staff, leads buying to need to understand to the product that is well-mannered in conversation manner various aspects, but must shoulder the `fashionable shepherd ' and Consultant `fashionable ' role. China present does in this aspect is not very also good.
Island Mr. Tian has also given a Japanese brand counter-example: Toyota is the famous world big brand, but the Toyota braking gate also reminds us,（Related Articlescheap kids clothing The shoes business cold curren）, makes the brand not to get it over and done. A bigger enterprise, high-level and the first floor relations are farther, was separated the multi-layer, the news possibly was twisted very much in the transmission process. Therefore, the communication is very important. Chinese Many Enterprises should request a staff to give boss every week the situation report, boss can know the following situation. After the investigation, China's many shopkeepers diligently are also writing the report, some even spend 3 hours to write a report, but is not actually understood very much to the following situation. In fact, must grasp the shop as the shopkeeper the first material, writes the report is not the goal, must discover records with emphasis.
Island Mr. Tian also put forward the concrete proposal: China now also in study many country experiences, but various countries' experience are many and is various, is not can learn all of a sudden, if thought that this good that also good, result which kind can also'tlearn. Should look for one present most to have the help to oneself to study, grasps has gone to study again other.
Regarding dealt with the negative news which the brand appeared, island Mr. Tian also introduced Japan travelled together experience. The Japanese Enterprise has a set of crisis management mechanism specially, some management flow handbook, high-level, the intermediate deck, how does the terminal encounter this kind of situation to manage, will have the detailed plan. Each superintendents must achieve know fairly well, knew how to process. The brand must have this kind of overall standard, can develop with steady steps.
China is born the luxurious brand opportunity already
The clothing fashion and the time background are closely related, as soon as for instance the BURBERRY windproof coat comes from fights the period British troops the high-quality military uniform. But the 21st century is honored as is the Chinese century, island Mr. Tian thought that under such time background, China has the possibility to be born very much the native place luxurious brand, the reason has three:
First, the Olympic Games, World Expo's big background will definitely urge the Chinese brand to obtain makes great strides; Next, in China, the yearly income 30,000,000 Japanese Yen above wealthy levels are getting more and more, before GDP was Japan is in the lead China, the present is China is in the lead Japan, the economical big situation transformation the brand growth has laid the foundation for China; Third, China's growth rate of population is reducing, to 2025 when China's economic development can be quicker.
The island field believed that the Chinese native place's luxurious brand has the possibility appearance in all professions, but can be born according to the general rule in the fashionable profession, is the family installs industry.
Island Mr. Tian said that he only one after another attended three exhibitions in March, wants to introduce the Japanese product China. But he discovered in the participation that the Chinese likes approaching in Europe and America, but is not close Japan, if will bring directly the Japanese product will be very difficult to sell. He also discovered that with the Chinese designer cooperation is a good way, for instance this time cooperates on CHIC with Chinese designer Xie Jiaqi, Japan's lining, the craft and China designs unifies, the effect is quite good. (thanks scene translator who specially Miss Li Ai holds the post of this interview)
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