This stage belongs to the pure primitive accumulation of capital stage.
The second stage: June 2004-June 5438 +2007 10.
In 2006, Yijun Sports hired Kong, the Olympic champion and coach of the national table tennis team, as its image spokesperson. The registration of the new logo, the soul of the corporate image system and the most important communication element are all formed at this moment. The company launched 5S management and brand image project in an all-round way, which laid the foundation for the development of professional sports brands. From production and processing enterprises to professional sportswear brands, every step of Yijun is particularly practical and real; Yijun people know that no matter how good the publicity is, there must be good products, and no matter how brilliant the cause is, there must be practical steps. Every step of the company's promotion embodies the hard work and sweat of Yijun people. From being a man to doing things, from doing things to being a brand, Yijun people have their own special feelings and experiences.
This stage is a transitional stage of brand monopoly, the company's business develops rapidly and the market network expands rapidly. The main features of this stage are as follows:
1. product: the sports and leisure product style of the product effectively catered to the market demand of sportswear transformation at that time.
2. Network form: the level of marketing network is uneven and the structure is chaotic. From the perspective of network layout, it is mainly concentrated in the non-core business districts of second, third and fourth tier cities. At this stage, the brand's network structure layout is "right sector structure", while the normal and healthy network form should be "left sector structure".
3. Network distribution: the core sales area is mainly concentrated in Zhejiang Province in the Yangtze River Delta region; The second-step markets are Beijing, Xi, Zhengzhou, Wuhan, Changsha and Chengdu. The third ladder market is mainly concentrated in Jinan, Guiyang, Jiangxi and other regions.
4. Management: The management at this stage belongs to a completely family-style enterprise management mode.
The third stage: June 2007 -2009 (transitional stage)
This stage has changed a lot. At present, our clothing, which pursues quality and requires details, is the best in employment, ranging from a thread to a button. We believe that' one ugly covers a hundred handsome', so from the perspective of customer satisfaction, we must do our best to pursue the zero defective rate of products to be almost perfect. From product development, prenatal preparation to molding production, a set of interconnected, orderly and reasonable configuration process diagrams is established, and different positions are set for different stages in each process flow. Such as pre-production self-inspection, on-the-job self-inspection when put into production, on-site quality control personnel inspection, final quality inspection, etc. Realize layer-by-layer control, strictly analyze the influence of product technical quality, and scientifically manage the personnel, equipment and operation specifications of key processes in the production process. Among all the elements of quality, performance is the first. In the inspection process, unqualified materials are not put into storage, unqualified products are not produced in order in the production process, and unqualified products are not delivered from the factory. Our company has formulated our enterprise standards with reference to national standards and combined with relevant international standards, and some projects are still relatively higher than national standards. Quality is the management of the whole process, including after-sales service. We never let go of any link, such as technical consultation for customers, explanation of new products, and handling of difficult problems. We listen to customers' suggestions with an open mind and make technical adjustments in future product production to make products adapt to the market.
High-quality fabric, creative board type, light and flexible style, high-quality technology and advanced tailoring design are suitable for specifications and models of people in different regions. On the basis of leisure, sportswear adds the element of "handsome", with simple design, close fitting, line treatment and comfortable wearing, which makes people appreciate and appreciate the dynamic beauty and obedience of the human body while exercising. In addition to common red, white and blue, there are bright colors such as goose yellow, rose red and lake green; Oriental casual wear, which is deeply loved by people, is colorful and fashionable, creating a new era of oriental casual wear; Yijun Sports is characterized by vamp fabric and exquisite craftsmanship. It boldly injects the elements of oriental leisure concept, breaks through the convention in cutting and segmentation, fully considers the elegant structure of human body, and shows the brand-new ideas and propositions of Yijun brand with exquisite performance skills.
Next, let's look at the changes in Yi Jun in 2009.
The first image advertisement was completed in April 2009.
On April 25th, 2009, the first real TV advertisement in Yi Jun was successfully completed in everyone's expectation. Kong, the image spokesperson, made a special trip to Guangzhou to participate in the filming. The director in charge of shooting advertisements made many attempts in this commercial film, and Kong cooperated well, which enabled our image advertisement to be successfully completed. Kong Huiling also praised the director's professionalism in making advertisements.
At this conference, the commercial film was shown to the public for the first time and was well received by the majority of Yijun partners. In particular, the meaningful slogan "I like this set" thoroughly explains the mentality of our generation; Personality but not rebellious, affirmation but not publicity. In short, let's really take a good look at our way of life. This has opened a new historical chapter for Yijun and has positive symbolic significance.
On April 8, 2009, the first Yijun direct store was completed, and the direct selling mode was started.
Ke Jun Direct Store was born in Hangzhou, which is a free translation with far-reaching significance.
After many twists and turns, I finally chose the location of the first grain store in Hang Cheng. It is a prosperous business district near the Canal in Xiacheng District, with many clothing stores and a strong business atmosphere. Street shop area130m2. After careful decoration and arrangement by our engineering department, our Yijun Direct Store was born in Hushu South Road, Hangzhou on April 8th. This is a big step for us to develop Yijun brand into a city, and it is also another important measure for the brand terminal image project.
Direct store is a sales model vigorously promoted by Yijun brand, which can not only increase consumers' awareness of brands and products, but also serve as a brand promotion window and a testing ground for Yijun to improve its services. By establishing and perfecting the direct selling model, Yijun Company not only practiced the internal strength of the enterprise, but also set a benchmark for Yijun brand franchisees. At the same time, Yijun Company will feedback the accumulated experience of direct selling mode to franchisees to achieve a win-win situation! With the launch of our direct store, we will go all out to guide our franchisee customers with meticulous, thoughtful and perfect after-sales service, and explain Yijun with vivid examples to form a unique brand style.
In July 2009, Zhejiang was named "Qiantang Old Uncle" and implemented the regional advertising strategy.
Big companies, don't aim too high and scare people with brands; Small businesses must not be eager for quick success and instant benefit. Only by combining brand building and efficacy appeal perfectly in marketing communication practice can we really get market recognition and return. The marketing communication practice of China enterprises is going to two extremes: left and right. Under the influence of western marketing theory, some enterprises regard brand as their lifeline and blindly pursue the brand expression of elegant art; Under the short-term interests and impetuous mentality, other enterprises are eager for quick success and instant benefit, efficiency first, exaggerated publicity and bold commitment. As a result, both of them were depressed and complained repeatedly. In fact, there is nothing wrong with brand and efficacy, both of which are the concepts and techniques of marketing communication. The key is how to use them in a balanced way. Everyone wants to be a century-old brand, but more than 98% of enterprises in China are small and medium-sized enterprises, and the first thing to be solved is the survival problem! You can't have it both ways! "Brand efficacy, efficacy branding" is an effective marketing communication mode for enterprises in China. Therefore, before making a specific advertising communication plan for a product, we must do a good job in advertising positioning and determine the tonality of advertising communication.
As one of the effective marketing methods, TV advertising is directly and effectively applied to sales promotion and brand building. Advertising films have incomparable advantages over other modes of communication, such as rich information, easier to fully display brand image, and consumers can fully understand and absorb advertising information in a short time.
The media channel we choose is the first high-quality TV media focusing on people's livelihood and leisure in China. This TV media is the largest livelihood channel in Zhejiang. The column "18 18 golden eye" was launched in June 2004, with the aim of "paying attention to people's livelihood and serving the people", looking at the people with eyes, being in close contact with the people and serving the people wholeheartedly. At the beginning of the program, it set a record of "three Zhejiang firsts", and Zhejiang was the first TV program to offer a small public welfare column "Search" to provide free search services for viewers. It is with these solid advantages that "18 18 golden eye" has established its unshakable brand value, which has been unanimously recognized by the audience in the whole province. Uncle Qiantang and 18 18 golden eye belong to the same column group, which is an extension of 18 18 golden eye. It is broadcast every night in prime time 19: 35-20: 08. Since the launch of 13 in April 2009, with the authoritative influence of the news platform 18 18 in the whole province, the audience rating has greatly increased compared with the original "community spokesperson" column, reaching 180%, which has firmly attracted "18/kloc"
Since the launch of My Uncle Qiantang, the audience and geographical scope are quietly expanding, and there are many loyal audiences in the surrounding areas of Hangzhou, including its cities and counties. Because the election news has spread all over the province, in addition to Hangzhou, audiences in Ningbo, Shaoxing, Jiaxing, Huzhou, Quzhou and Jinhua also reacted strongly.
On July 4th, 2009, the new logo was successfully registered.
With the rapid development of science and technology, printing, photography, design and image transmission are playing an increasingly important role. The development of nonverbal communication has the ability to compete with verbal communication. Signs are a unique way of communication. Signs are symbols that show the characteristics of things. It takes simple, obvious and easily recognizable images, graphics or text symbols as its intuitive language, which not only indicates what to replace, but also has the functions of expressing meaning, emotion and indicating action. As a special way of human intuitive contact, symbols are not only ubiquitous in social activities and production activities, but also play an increasingly important and unique role in the fundamental interests of the country, social groups and even individuals.
The rebranding brings a technical and cultural reflection. Some people may suspect that the new standard is not much different from the previous one, and this is its significance. It has reached its due subtlety and is easy to be accepted and improved. Of course, in this rebranding movement, what floats on the surface are those works of art, those figures and patterns, and their metaphors. But the deep-seated reason is that since its debut, independent brands have had ups and downs, chic, difficulties and so on. In short, today, from the technical, management and cultural levels, we should make an inventory of ourselves and the environment. Of course, first of all, we should start with the logo of our own business card, which can't be fully planned at the beginning of our debut. This wave of bid change is actually a historical development, which is caused by the product positioning and cultural positioning of enterprises. It is a reflection of our own brand enterprises' short-term cultural accumulation. By replacing the new logo, we can greatly improve the popularity and promote sales, thus making up for the shortcomings in the logo system.
In 2009,165438+10.5, Yijun operation center was established with the brand operation symbol.
In the case of economic difficulties, our enterprise has established its own operation center.
In the real estate market, with a strong wait-and-see atmosphere, many brand dealers sit in the store and complain constantly: business is not good! Shopping malls are all businesses, and few consumers; Many manufacturers are also sitting in the ancient town store and constantly complaining: business is not good! Few dealers come in one day. In this case, if enterprises enter the market to open direct stores or set up self-operated operation centers, what positive impact will it have on dealers? What is the reference significance for peer companies?
A marketing senior said: "Deep scouring the beach" is to tap more internal potential, ensure the investment to enhance core competitiveness, and ensure the investment in the future, even during the financial crisis; "Low weir" means not to sacrifice long-term goals because of short-term goals, but to export more and create long-term value for customers. "Wealth is scattered, wealth is scattered." We are the only people who can save us ... we must break the wind and waves in the tide of the times and make rapid progress. As long as we are not afraid of sacrificing ourselves and strive to improve efficiency, we will certainly be able to tide over the difficulties. In three to five years, we will stand on the world stage.
The historical law of macroeconomics tells us that there is no eternal bull market and no eternal bear market, and the market will always fluctuate like push-ups, which we cannot change. What we need to do is to remind ourselves to avoid risks when the market is high and dare to lay out the bargain-hunting when the market is low. In the short term, bargain-hunting will cost us much more than our competitors and take on more market risks, but from the long-term return on investment, the value we create for our customers will be much higher than our investment cost. Therefore, when it's time to make a move, we must make a move. Otherwise, we can only watch the opportunity slip away and eventually be doomed to become a bystander who has accomplished nothing ... Dare to innovate, dare to be the first, dare to take risks and dare to be responsible. This is the "four-dare spirit" that our enterprise must have.
Therefore, the concept of operation center that we set up today: if an enterprise wants to succeed, it must take customers as the center and provide high-quality services. All the investments, resources and operations of the company must closely revolve around a clear strategic goal, which can provide products and services that customers need and must be carried out in the way that customers want.
Congratulations on the establishment of our operation center, build a strong Yijun marketing team, let our whole enterprise really embark on the road of selling products and building brands in parallel, and realize a leap of Yijun.