Card Hin: 2012 leading Chinese pants industry cocoon into a butterfly

An economist at China Garment Expo 2012 said that the Chinese garment industry is currently affected by the entire economic environment and has encountered a strong cold current, which means the garment industry may not be able to achieve broader market conditions this year. Pants industry is an important part of the garment industry, is the cause of tens of millions of people, how to live in the moment, looking for the survival of a single product brand, point brand consulting firm Chief Brand Planner He Jun teachers believe that: the current pants industry brand First, the strategic bottleneck: Most pants industry brand is in the process of initial development, the overall corporate strategy, sub-strategy, the lack of overall development strategy, lack of strategic thinking, the functional strategy of various departments is not clear, the business Development goals are not clear, it is difficult to achieve business goals, management mechanism is not perfect, the lack of monitoring system, the sense of crisis is not strong, the lack of early warning mechanism and oversight mechanisms, understanding of the core competitiveness of enterprises, enterprises create and change weak, Enterprise upward breakthrough is very difficult. Second, the brand bottleneck: brand development strategy chaos, the brand structure is not clear, brand positioning, brand recognition, the direction of brand ambiguity; brand influence is weak, heavy sales and light brands, brand CEO, designers and some other core team members vacancies , There is no planning for the operation of the brand; corporate image, brand image, employee image, space image, product image, etc. need to be greatly enhanced; re-positioning of the brand or re-establish a new brand of the lack of systematic thinking, the lack of systematic and effective brand communication, brand appeal Not accurate enough, clear, there is a misunderstanding of brand building, did not make full use of the terminal display image. Third, the bottleneck channel: the agents take shape, while representing a lot of brands, the brand center of gravity shift, the lack of management methods, multi-brand agency highlights awkward, flat channels, agents how to dig deep channel consolidation status is jumped back Seek a way out; team building is relatively weak, lack of core staff, recruit people, educating people, employers lack some good ways; not good at developing a sound business plan, the lack of comprehensive planning operation. The number of terminal bulk stores, brand awareness is not enough; the number of monopoly shops is small, the area is not large, the overall level of franchisees is not high, the idea is weak, not good at clerk management, mostly husband and wife, do not understand the product planning, Lack of methods for inventory management of goods; Mostly located in the secondary business district, traffic is not busy; Shop management lack some practical methods. Fourth, the product bottleneck: a single product, product development capabilities, portfolio capacity, the overall output capacity is poor, there is no overall planning awareness, did not do a good job listing the overall product planning, product positioning and structure of the lack of strategic thinking, selling products The store is not clear, USP claims are not clear, the ratio of new and old products assessment is unreasonable, due to the general rise in raw material prices, workers increased the average salary, lack of sales methods and other factors lead to inventory problems are more concentrated, inventory problems actually make brands and agents headache , More than one-third of the agents appeared inventory crisis, inventory digestion has become the highlight of agents, a large number of inventory hit the agency's enthusiasm. In 2012, brand development and far-reaching, Chinese pants industry brand, are you ready? As an outstanding representative of China's trousers industry, Kaixuan brand enjoys a high reputation, reputation and loyalty. It is favored by consumers. In 2012, under the background of vigorously developing the cultural industry in China, the country facing foreign brands Big name Dangdang, card Hin that took the lead in leading the perfect transition pants industry, rapid restructuring of the industry has a significant impact on the development of the industry, consciously shoulder the sole responsibility for the successful transformation of a single brand responsibility, the card that transformation thinking is: In the spring, the adversity of competing products is the good luck of Kaixuan! Do not do the first one to create the absolute superiority of the first category! Quickly ahead of the second echelon. Accelerate the integration of resources, break the bottleneck and find the magic weapon to win! A step forward, a big step forward for the enterprise. "Card Xuan that the pursuit of specialization, standardization, large-scale development, strengthen brand services, strengthen cooperation with domestic and foreign upstream and downstream industry chain, innovation service value system, focus on brand Value dissemination, trendsetting dissemination and international exchange, further deepening the brand's influence at home and abroad. Ka Xuan that follow the scientific laws of enterprise growth, and take the lead in the brand development is divided into three phases: The first phase: the entrepreneurial stage, the focus of the work to product operation, through competitive profits to the business to do a living. The second stage: the expansion phase, the main focus of the brand management business, through competitive core staff professional operation, the brand intensive, so bigger and bigger. The third stage: the mature stage, through competitive organizations and systems, strategic control and cultural rule, so that enterprises Everlasting. The current brand is in the second stage, in 2012 the brand will be heavy attack, a clear direction, one hand grasp the brand (aircraft carrier): Ka Xuan that three years to do brand planning, refining the core values ​​of the brand, developing brand development strategy, brand revision Extend direction, improve brand structure, formulate practical development plan. Assist channels (repair runway): the establishment of the general manager of management mode, the development of channel development planning, improve operational planning, to seize the high ground in the market, build store profit system, import multi-storey operation and management mode. Intentions to learn, keep grope, in-depth analysis of the industry situation, adhere to the principle of good faith, and fully implement the corporate brand management philosophy, market-oriented innovative thinking, reform marketing, a unique business model to open a Star Walk. 2012, China pants industry where? Dream: is the most beautiful place, dream: that is the way forward; toward dreams, set sail with struggle, carrying sweat, with a lifetime collection, I believe that history contains values, glorious achievements in the future! . (He Jun brand planner, Trader QQ: or TEL: blog; http://blog.sina.com.cn/victor5252)

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