Xun Xing Set Up Brand Operation Center

On the first day of the new year, Niu Yantao officially changed his name on his business card.

The famous marketing planner from Shanghai came back to the brand operation center director several months after taking over the post of Limited by Share Ltd director.

This also means that Xun Xing's brand operation center has been formally established since January 1, 2008.

"Xun Xing brand operation center's work is divided into four parts. Corporate culture, strategic planning, marketing strategy and brand building belong to our functional areas."

At the same time, Niu Yantao also said that the development plans of the various subsidiaries in the past were relatively independent by their marketing department, and now they are unified planning by the brand operation center.

SBS is not only the first problem to be solved after the establishment of the basketball Xun Xing brand operation center, but also to improve the brand matching degree of Xun Xing.

In terms of brand building, Xun Hing has always been worried: with its sponsorship of the men's basketball club in the domestic CBA League, SBS brand has also begun to win popular support.

However, many consumers have an illusion that they think SBS is the same as basketball. They often neglect that SBS is actually a professional zipper brand. As a result, the popularity of Xun Xing zipper is far less than that of Xun Xing basketball.

"This is actually a misleading phenomenon of the brand.

The brand promotion of industrial consumer goods has always been a difficult problem. Apart from word-of-mouth dissemination in the professional buyers circle, the mass brand communication of the masses can not be ignored.

Basketball is a very good platform for mass communication. In view of this phenomenon, we are also beginning to play the propaganda advertisement of Xun Xing zipper at the basketball game spot, which is to convey a message to the audience, SBS= zipper.

Niu Yantao said.

In contrast, in shaping the "SBS= zipper" process, Niu Yantao valued xunxing's influence in the capital market. He believed that shareholders were the best communicators of xunxing zippers, and even joked that if xunxing shares appeared to be trading on a certain day, then Zun Xing zippers would be familiar with many people, and the brand communication would be direct and efficient.

Xun Xing will never satisfy SBS= basketball. The goal of Xun Xing is SBS= zipper at present. The bigger vision is zipper = Xun Xing.

The world's first brand of zippers has always been the dream of Xun Xing.

Niu Yantao said.

Emulating Lycra mass communication can promote the brand by listing and basketball clubs. Imitation of Lycra may become another way to break the brand bottleneck of Xun Xing.

For Xun Xing, Lycra's popularity is of great reference significance.

Lycra is just a new type of fiber introduced by the US DuPont Co. It is just like the xunxing zipper, which is also a kind of unremarkable garment accessories.

But Lycra is not limited to professional buyers, it puts its stage in front of all audiences, and has achieved unprecedented success.

At present, as long as the Lycra clothing is used, there will be a triangle tag, and this tag will also become a symbol of high quality clothing.

"The success of Lycra in Shanghai proves that this brand strategy is equally effective in China.

The Lycra fashion awards ceremony that lasted for five years and the first Lycra SHOW idol idol star making campaign launched in 2004 greatly improved the popularity of Lycra in Shanghai consumers and also influenced their buying habits.

Many people began to pay attention to whether they used Lycra fabrics when they bought clothes.

In their eyes, Lycra means high quality.

Niu Yantao said.

Now, xunxing is consciously strengthening the brand marketing activities aimed at the masses.

According to Niu Yantao, in March 28th this year, Beijing China International Garment Fair, Xun Xing will prepare a large show called "Xun Xing zipper, pulling fashion" to expand its brand influence.

"Beijing International Garment Fair is the most professional and international costumes exhibition in China. Especially in the 2008 Beijing Olympic Games, the large-scale promotion of the brand with this platform is undoubtedly twice the result with half the effort."

Niu Yantao said.