The Research On Brand Management Of DYJ Company

Since the reform and opening up, Chinese industry has made rapid progress, the clothing industries have developed from the original small workshops into well-known companies whose income is more than 10 billion. But the situation of the medium and small clothing industries that accounts for a large share of the clothing industries will be grimmer and grimmer. With the development of Chinese economics, the labor cost that had advantages ago has risen sharply; the raw materials have risen significantly. Also has increasingly deteriorating situation in international trade, such as imposing import tariffs, import quotas, restrictions on Chinese clothing industry, and protecting their own clothing companies. The rapidly rising in purchase costs also makes a number of international clothing giants turning their attention to the procurement of Southeast Asian countries, Vietnam and India. Some factories are moved to the interior, such as Henan, Chongqing and other cities. The management in our clothing factories is much rougher, and has relatively lower profit. The clothing industry is at a crossroads along the coast, and the clothing enterprises in the south have been branding and selling on domestic markets since 10 years ago, such as Groom suits and Qipai Men. The small and medium clothing enterprises in the northern coast have backwardness and weak brand awareness. The financial crisis originated in the United States in 2007 led to a substantial reduction in clothing exports and the price decline. Many small and medium clothing enterprises have been closed down. The enterprises that have not been closed are in an awkward position because of the d reduced orders and decline prices. These Processing factories are the OEM for the world-famous brands, with no problem in technical level, processing quality. Chinese economy has been beginning to stimulate domestic demand, and has exceeding domestic market than exports for the first time in 2008. After a survey found children's clothing market, we find that with the development of economics, China has more than 1,000 three-wire or four-tier cities, of which more than 400 are developed cities, with high brand-conscious consumers. However, in order to control logistics costs, many children's clothing business at home and abroad mostly concentrated in the first-tier cities to open direct sales stores, three wire or four-tier cities to open franchise stores, franchise stores fewer weak, which have much market space. U.S. sub-prime debt crisis makes the brand awareness of foreign residents declined, while Chinese residents in brand awareness from 58 percent to 70 percent. A brand needs approximately 2-3 years to be cognitive, economic shocks at the bottom takes about the same time, which makes the rent decline in the financial crisis, and more qualified staff, lower costs. The small and medium clothing enterprises are faced with development opportunities. It is the opportunity that analyzing the market operations of the ideas, walking branding, domestic sales of the roads on the development of enterprises. Adopt the model of "Direct Stores+DM+Online store", make use of innovative marketing tools, and enhance the company's brand awareness according to my company's the reality of limited financial resources.