Shan Shan Clothing Brand New Array "First Response After Induction"

The integrated brands of fir both at home and abroad have always been squeezed into the same marketing channel. Now, after recombing the brand of Shanshan, each of them has an independent marketing network.

From borrowing 60 thousand yuan to make China's first clothing advertisement, to take the lead in putting forward the implementation of the famous brand strategy, from first putting forward the concept of intangible assets management to the first introduction of CIS, unconsciously, the "Shanshan" brand has gone through 14 years.

Today, the Shanshan Group has started a brand leap to carry out a higher level brand management rather than a separate "Shanshan" brand.

Zheng Yonggang, who plays the role of "Shanshan" trader and investor, believes that Shanshan Group will become a large international brand platform, which will provide ample opportunities and space for brand operators and managers, and plan to integrate several domestic and foreign brand clusters in 2~3 years.

At present, the clothing section of Shanshan Group has 16 brands, such as Shanshan, FLRS, Casa Naadia, fir, von Chan, Yi Dun leisure, and small fir children's clothing.

Zheng Yonggang plan to 2010, "Shan Shan" clothing brand will reach 30.

Brand positioning, "first response and response", Su Qiang, director of the enterprise planning department of Shanshan Group, said: "originally, all our clothing brands use the same marketing channel, just like Mercedes Benz, BMW, Santana and so on, all running on a highway."

After this brand reengineering, different brands of Shanshan will take their own course. The licensed production companies of various brands should carry out product development according to the brand theme, so as to realize the unity of brand theme and product style.

While carrying out brand image reconstruction, we must standardize the terminal image and resolutely shut down the shop hall that does not conform to the brand image of Shanshan, and create the brand image of "Shan Shan" in all directions.

Shanshan Group first took the core brand of "Shan Shan" as a pilot project, with the help of a dedicated designer team and an independent marketing network, and set up a quality brand wholeheartedly, and thus extended to other clothing brands of the group, that is, each brand has an independent marketing network, and the development of new brands almost starts from scratch.