When we browse the development strategy of the sewing machine enterprise in 2006 and the “Eleventh Five-Year Planâ€, it is not allowed to find that accelerating brand building has become a strategic choice for enterprises.
It should be said that the Chinese sewing equipment industry is currently rising from the stage of capacity expansion to the stage of “brand buildingâ€. The concept that “brand is the core competitiveness of the enterpriseâ€, “quality is the life of the brand†and “the core of the brand is the quality of the product†has reached consensus in the industry.
In 2005, the brand building of some major manufacturing companies and distribution companies in the sewing machine industry achieved gratifying results. In the meantime, there have been some cases of brand communication and management that have attracted attention, which has greatly improved the overall competitiveness of the brand and the management level of brand managers, and has accelerated the construction of industry brand culture.
Shanggong Shenbei acquired the German DA company as a whole; Zhongjie exclusively sponsored the “China Garment Brand Annual Awards†series of activities; Gems won the “China Famous Brand†and the gem brand “Liangjian†series activities; Jack’s “Great Service†and “Re-take†Changzheng Road; Tongyu has designated 2005 as the “brand promotion year†for enterprise development, comprehensively promoted brand building, and successfully launched the “Market Miles†and the World Antique Sewing Machine Exhibition to enhance the brand connotation.
These activities have carried out deeper exploration and experimentation on the brand strategy, strengthened the brand concept, enhanced the brand value and brand effect, and extended the cultural connotation of the brand, so that the sewing machine industry has stepped up from behind the scenes and upgraded to a The new realm has enabled the apparel industry to have more understanding and understanding of the national sewing machine brand.
Conversion transforms the brand into market competitiveness
In the years of development, the standard shares have demonstrated the advanced level of the world's sewing machines and enhanced the core competitiveness of the company with comprehensive technical strength and advanced quality management system, marketing system, service system and all-round diversified internationalization strategy. The reputation and influence of the “standard†brand has also increased day by day, forming a strong international competitiveness. In some markets, it has already ranked first in the sales rankings and has become a favorite brand.
In 2005, the standard shares stood out among the hundreds of thousands of Chinese light industry companies, ranking 138th among China's top 500 light industry profits, ranking first in China's sewing machinery industry. In the development strategy during the “Eleventh Five-Year Plan†period, they pointed out that they must achieve strong change, while “strong†refers to the comprehensive competitiveness formed in terms of technology, production, R&D, sales, management and brand in terms of influence, reputation and guiding ability.
As another key enterprise in the sewing machine industry, Feiyue has taken the brand as the core of its overall goal in the development process. Leap is committed to "starting China's manufacturing, striving for world famous brand", and adopting comprehensive measures such as technology to build strength, quality to survive, service to win trust, integrity to build eternal, and marketing to expand influence.
This series of measures has greatly improved the core competitiveness of Feiyue, which has had an important impact in the world of sewing equipment, and has started its own brand made in China. In November 2005, Feiyue won the "Made in China, the most promising self-owned brand in the industry" medal, and ranked first in the top 50 brand competitiveness of China's manufacturing private enterprises in 2005. During the “Eleventh Five-Year Plan†period, Feiyue will continue to strive to create a world-famous brand and create a world-class bald set of sewing equipment manufacturers.
Sewing machine step into the era of brand building, brand building will become the "accelerator" of enterprise development
China's sewing equipment industry is on the track of rapid development. When it comes to the joy of success, it needs more rational thinking and long-term planning to meet a new round of higher-level competition and leap.