1 thought on “Building a brand redo -design channel”
Amelia
Liao Chuangbin has been born in a chaotic environment in the jewelry industry from scratch. He has experienced the heavy opportunities and challenges of the market's ups and downs. Nowadays, it has stabilized in the fierce industry competition. Sixteen years of experience and precipitation, Chaohong Ji Jewelry () is always at all, is it the favor of the times or the accident of fate? And let us walk into this local jewelry brand that is facing the future. What kind of legend will there be ... 1. The basic situation of the enterprise Thisy Hongji was established in 1996. It began to implement the brand strategy in 1996. The forefront of the jewelry industry brand construction. In terms of the choice of core products, Chahongji has taken a different approach, daring to innovate and attempt, and resolutely chose the mainstream product of the future market -K gold jewelry as the core product to implement the product differentiation development strategy. Through accurate brand positioning, with independent innovation as the core competitiveness, orientation of market and customer needs, after continuous innovation and practice, the company has gradually consolidated the leading position of the domestic jewelry field, especially K gold products. In January 2010, Chahongji publicly issued stocks for the first time and listed on the Shenzhen Stock Exchange, becoming the first fashion jewelry company in the Chinese A -share market (stock code: 002345). In 2011, the company realized sales revenue of 1318,632,600 yuan, which was two more than 2008. The company's performance has continued to develop rapidly, which is mainly directly related to the company's following strategies. 1.1 All -round brand promotion and promotion, enhance the brand influence Compared with other consumer goods, jewelry not only has material attributes and functional attributes, but also contains aesthetic value, satisfying people's spiritual level The need. Therefore, brand concepts are particularly important for jewelry products. Chaohong base is positioned in the mid -to -high -end market. With "fashion recent season, luxury nearly" as the brand concept, it uses differentiated operations to use K gold products. Since its establishment, Chahongji has attached great importance to the shape of the brand image and the cultivation of the brand's reputation. It is at the forefront of many domestic brands in terms of product creativity design, improving consumer experience, and cultivation of brand loyalty. In January 2012, Chahongji was selected as the "Forbes" China's most potential listed company list, and it was the only fashion jewelry chain in China in China. In June of the same year, Chahongji once again listed on the top 500 Chinese brands, won the award at an octave, and continued to lead A -share jewelry listed companies with a brand value of 9.056 billion yuan, and the brand value and ranking continued to rise. Jewelry jewelry is different from ordinary consumer goods. Customers pay more attention to the distinguished services and pleasant shopping experience they have received during the purchase process. Store decoration, product display, and shopkeeper shopping guide. While explaining the core demands of the brand and shaping the brand image, it also affects and changes the customer's consumption behavior. Tide Hongji continues to improve the image of the store's terminal to create a more comfortable and elegant shopping environment and taste atmosphere. In early 2011, Chahongji invited Mr. Jin Yanqiang, a well -known international design master, and Mr. Liang Zhitian to join forces to redo the brand image visual system (VI) and store shopping environment (SI). Update, with the more international big -name style and oriental charm store image, it further interprets the brand's definition of the brand's definition of jewelry fashion to consumers. It, Tide Hongji uses a composite communication media combination to effectively improve the three -dimensional multi -dimensional nature of brand promotion. In response to young consumer groups to pursue fashion and interesting lifestyle and consumption habits, trying to use a variety of new marketing methods to win good market feedback, greatly enhance brand awareness, and at the same time make the brand's new positioning in -depth consumer groups. From the conventional film implantation of "If You Are the One", to the application of new visual chain technology in cooperation with Baidu Qiyi, to the successful operation of the e -commerce platform, and the marketing methods of official Weibo and fans The most fashionable and convenient way to communicate is to shorten the distance between the brand and the target consumers, and enhance the brand's influence. 2012 Mid -National Jewelry and Jade Tripping Yearbook 1.2 Fashionable product creative design, showing the core competitiveness of the brand In order to make the product stand out from the unique selling point, the product is standing out of many competitive brands. Differential strategy, strive to seize market gaps with the brand advantage of "design leading", adhere to the concept of "promoting oriental culture and drawing world essence", and has always been committed to independent innovation since its establishment, providing consumers with unique design and excellent quality products for products. Investment in R
Liao Chuangbin
has been born in a chaotic environment in the jewelry industry from scratch. He has experienced the heavy opportunities and challenges of the market's ups and downs. Nowadays, it has stabilized in the fierce industry competition. Sixteen years of experience and precipitation, Chaohong Ji Jewelry () is always at all, is it the favor of the times or the accident of fate? And let us walk into this local jewelry brand that is facing the future. What kind of legend will there be ...
1. The basic situation of the enterprise
Thisy Hongji was established in 1996. It began to implement the brand strategy in 1996. The forefront of the jewelry industry brand construction. In terms of the choice of core products, Chahongji has taken a different approach, daring to innovate and attempt, and resolutely chose the mainstream product of the future market -K gold jewelry as the core product to implement the product differentiation development strategy. Through accurate brand positioning, with independent innovation as the core competitiveness, orientation of market and customer needs, after continuous innovation and practice, the company has gradually consolidated the leading position of the domestic jewelry field, especially K gold products. In January 2010, Chahongji publicly issued stocks for the first time and listed on the Shenzhen Stock Exchange, becoming the first fashion jewelry company in the Chinese A -share market (stock code: 002345). In 2011, the company realized sales revenue of 1318,632,600 yuan, which was two more than 2008. The company's performance has continued to develop rapidly, which is mainly directly related to the company's following strategies.
1.1 All -round brand promotion and promotion, enhance the brand influence
Compared with other consumer goods, jewelry not only has material attributes and functional attributes, but also contains aesthetic value, satisfying people's spiritual level The need. Therefore, brand concepts are particularly important for jewelry products. Chaohong base is positioned in the mid -to -high -end market. With "fashion recent season, luxury nearly" as the brand concept, it uses differentiated operations to use K gold products. Since its establishment, Chahongji has attached great importance to the shape of the brand image and the cultivation of the brand's reputation. It is at the forefront of many domestic brands in terms of product creativity design, improving consumer experience, and cultivation of brand loyalty. In January 2012, Chahongji was selected as the "Forbes" China's most potential listed company list, and it was the only fashion jewelry chain in China in China. In June of the same year, Chahongji once again listed on the top 500 Chinese brands, won the award at an octave, and continued to lead A -share jewelry listed companies with a brand value of 9.056 billion yuan, and the brand value and ranking continued to rise.
Jewelry jewelry is different from ordinary consumer goods. Customers pay more attention to the distinguished services and pleasant shopping experience they have received during the purchase process. Store decoration, product display, and shopkeeper shopping guide. While explaining the core demands of the brand and shaping the brand image, it also affects and changes the customer's consumption behavior. Tide Hongji continues to improve the image of the store's terminal to create a more comfortable and elegant shopping environment and taste atmosphere. In early 2011, Chahongji invited Mr. Jin Yanqiang, a well -known international design master, and Mr. Liang Zhitian to join forces to redo the brand image visual system (VI) and store shopping environment (SI). Update, with the more international big -name style and oriental charm store image, it further interprets the brand's definition of the brand's definition of jewelry fashion to consumers.
It, Tide Hongji uses a composite communication media combination to effectively improve the three -dimensional multi -dimensional nature of brand promotion. In response to young consumer groups to pursue fashion and interesting lifestyle and consumption habits, trying to use a variety of new marketing methods to win good market feedback, greatly enhance brand awareness, and at the same time make the brand's new positioning in -depth consumer groups. From the conventional film implantation of "If You Are the One", to the application of new visual chain technology in cooperation with Baidu Qiyi, to the successful operation of the e -commerce platform, and the marketing methods of official Weibo and fans The most fashionable and convenient way to communicate is to shorten the distance between the brand and the target consumers, and enhance the brand's influence.
2012 Mid -National Jewelry and Jade Tripping Yearbook
1.2 Fashionable product creative design, showing the core competitiveness of the brand
In order to make the product stand out from the unique selling point, the product is standing out of many competitive brands. Differential strategy, strive to seize market gaps with the brand advantage of "design leading", adhere to the concept of "promoting oriental culture and drawing world essence", and has always been committed to independent innovation since its establishment, providing consumers with unique design and excellent quality products for products. Investment in R