The Development Road Of "Brand": Brand Building And New Vitality Of Enterprises

First, the infinite Kose.

Before the mid 1990s, Chinese factories were divided into three categories.

The first category is state-run enterprises (subdivided into central, provincial, regional and county level Four).

The second category is collective enterprises in handicraft industry.

The third category is the township enterprises in the core position of course, not state-owned enterprises.

The Gaoping silk weaving factory, a state-run enterprise in the southeast of Shanxi Province, was once full of scenery. At the meetings of various levels related to silk weaving, "Kose" always had a voice in its voice. Even the workers who wore the words "Kose" were also walking on the street.

Gaoping silk weaving factory was famous for its reputation in 60s and 70s. It is known as the last flower in Taihang Mountain. It is the largest silk state enterprise in North China. Its annual production capacity is 3 million meters, and its total industrial output value is 10 million yuan. Until 80s, the Gaoping silk weaving factory also received the title of "advanced enterprise" of the Ministry of textile industry.

With the pition from planned economy to market economy, the heavy burden of Kose and the obsolete plant and equipment are hard to conceal in the tide of market economy.

Two, explore the growth of "Ji Li Er".

Faced with the severe market situation, the factory leaders decided to adopt "one plant, two systems" and set up a small company to explore the way to save the factory.

The small company named "Ji Li Er", boldly launched the 20 year old Wang Shuqin as manager.

The open-minded director gave Wang Shuqin two independent powers and independent accounting.

Facing the impact of the market, Wang Shuqin, headed by the "leader" team, went on trial in the sea to study in the field.

At the end of his study, Wang Shuqin wrote a report to the director, and he proposed to create his own brand with Kose's raw materials, and designed a silk jacket and gave it to the factory leader.

Silk jacket made 5000 pieces, 5000 pieces did not go out of Taihang Mountain, Jincheng has been sold out.

Wang Shuqin, chairman of the company

Wang Shuqin set a goal for him: to keep Kose's traditional silk shirt and not to make shirts less than one hundred yuan.

She boldly made use of infrared cotton technology to make shirts and opened the brand strategy of kill.

The "IR cotton" shirt came into the market, causing a sensation: the dress of the office workers could not be so bloated, and a cotton shirt made men look smart and women gentle.

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Starting to train Jincheng people's consumption concept, tell consumers how to dress in order to be gentlemanly. They should not sleep naked and wear silk pajamas at night.

So a Jill brand silk pajamas captured the city of about 2000000 people.

The new product has been tried again.

The brand of the brand was echoed throughout the three Jin Dynasties.

And other honors.

Wang Shuqin has also become.

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In 1999, Wang Shuqin became a general manager of Gaoping silk weaving factory and continued to serve as general manager of the company.

She focuses on the market with the team, focuses on group buying business, and uses the market sensitivity of the city to enhance the spirit and temperament of the urban population, so that the social groups first learn to express their connotation with clothes.

Jill brand tells the society that Jill can not only make shirts, pajamas, but also make suits and trousers.

On this basis, the brand expands the field of research, and extends the design tentacles into the seasons, festivals and etiquette of China.

Studying clothes from different angles is the real skill of his and is also his unique character.

Use the market, keep up with the market and expand the market.

Since 2014, great changes have taken place in the market environment.

The sailing boat in the surging sea surges, unable to find the lighthouse. Where is the road?

Three, Nirvana reborn "Lu silk"

Fame is great.

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The reputation of its popularity is evident.

But the origin of silk weaving industry is obviously earlier.

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On the basis of the development of silk weaving, it is logical.

Zhu Yuanzhang, the emperor of the Ming Dynasty, sent the emperor, Shen Wang Zhu Mo, to the state of Luzhou. He made the Lu silk for the Royal School. After that, Lu silk has been listed as a tribute to the imperial court.

The royal family is no exception. Guo Zhizhang in Ming Dynasty.

It can be seen that Lu silk sells the world and the market is vast.

Moreover, Lu silk went in.

There are as many as 17 paragraphs in Lu silk, and more widely distributed with storytellers.

Lu also repeatedly mentioned Lu.

Gaoping County, which is not part of Lu'an Prefecture and Changzhi county where Luan Fu governs, is the two largest producing area of Lu silk.

Since the silk of the ancestors in the history has been able to lead the coquettish for hundreds of years, why can't today's gill be able to do so? Besides, the silkworm can produce high-quality silk in the special geographical and climatic environment of Taihang, which is the unique resource advantage of gill.

Today, the market, the industrial yarn is like a flood of water, the truth and the false, the fish and the birds, how does our brand reposition its products? What is the rigid demand of the products when the economy is down?

Lu silk can not only live in the literature, nor can he live in his own world.

Her vision in the international market is to be the best marriage partner in the world.

Favored by celebrities

Reciprocal diplomatic gifts

Permanent collection of China Silk Museum

High value trust wins market recognition

Today, the brand has become the first choice for high-end silk wedding quilt.

While constantly developing the domestic market, Lu silk, as a national intangible cultural heritage, followed the steps of "one belt and one road" along the way of Hungary, Kyrgyzstan, Germany (Frankfurt), Italy (Milan) and other countries and regions. "Gill" brand has entered many families and has been favored by people. It has become a symbol of high quality wedding.

The road of brand building by Ji rill confirms a truth: brand building is the only way for an enterprise to become stronger and bigger.

In the past, brand building has imported a continuous source of innovation for the "Ji Li Er". She has let the brand "Ji Li Er" go through and grow stronger and stronger.