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After Seven Cards: Who Is The 108Th Jinjiang Brand?

2010/7/24 11:56:00 66

according to

Jinjiang

According to official statistics, Jinjiang now has 107 well-known brands.

Then, will there be another 108th? Where is the opportunity for the next Jinjiang brand? We might as well make a simple SWOT analysis of the Jinjiang brand.

Anta, 361 degrees, XTEP, Jin Ba, seven wolves, seven cards...

There are so many famous brands in Jinjiang. According to the official statistics of the Jinjiang government, Jinjiang now has 107 well-known brands.

Then, will there be another 108th? Where is the opportunity for the next Jinjiang brand? We might as well make a simple SWOT analysis of the Jinjiang brand.

Advantages: accurate positioning, strong channel

The positioning of Jinjiang enterprises is mostly the domestic mass market, but also has a certain brand awareness of the crowd.

This market is not only the largest consumer base in China, but also avoids direct conflict with international mature brands.

And Jinjiang brand publicity is simple, straightforward, easy to understand and close to consumers.

The channel is the brand advantage of Jinjiang brand. Both Anta and power boss have said that as the first batch of self built channels in the market, they have the best franchisee resources. After all, there are not many early optional brand agents. The company can choose franchisees instead of the other.

These franchisees are strong and have the best store in the locals. The resources of these commercial real estate are very important for locating two or three line cities and hoping to become high-end brands.

They are equally powerful in controlling the channel. It took only half a year to replace the brand name from 361 to Buick.

Disadvantages: lack of details and low recognition.

Whether it is Adidas,

Nike

Such first-line brands are Puma, Kappa and CONVERSE, which locate a niche market brand. Their product characteristics are very distinct, even if the consumers are covered up, they can recognize which brand is the product.

However, most enterprises in Jinjiang do not have their own unique design and poor brand recognition. "Everyone is seeing who sells good products, and produces similar products", which has become a common understanding of most Jinjiang enterprises.

For clothing, shoemaking and other industries, a large proportion of product value depends on product design.

If it's just a product of goods, the design may not be that important, but if it's a brand enterprise, the lack of design is very difficult to establish the brand loyalty of consumers.

The fashion industry of clothing and shoemaking is very demanding for the enterprise culture, which is why international brand names appear in cultural centers such as Milan, Paris, New York and Tokyo.

Threats:

Homogenization

Competition is serious, consumption escalation

The homogenization of brand competition in the region is serious. The advantage of Jinjiang enterprises lies in the deep digging and positioning of channels. However, as many international brands begin to focus on the domestic market and participate in the competition, the relatively stable market becomes more complicated.

The market is changing at any time. The products with low discount from Nike and Adidas are at the same price as Anta. With the gradual upgrading of Chinese consumers' consumption ability, they will be more insightful in judging the quality and taste of their products. This is precisely the short board of Jinjiang enterprises.

Opportunity: finally, return to our question. Where is the survival space of the 108th Jinjiang brands? Will it choose a differentiated market position or subdivide a niche market with high quality or super low price as a selling point?