The Promotional Gifts’ Strategy Research Of Consume Brands

Since the reform and opening of China, along with the development of social economy andthe advent of the globalization, China’s garment industry has entered into "The Time of Brands"after more than30years’ rapid development. The competition between clothing brands isgradually evolving into the contest of products and services, the various kinds of salespromotions are becoming the merchants’ first choice to win the customers. In recent years, alarge number of gifts appear in all kinds of clothing brand promotion activities, which maintainthe brand’s price benefits and bring more value experience for consumers, obtained therecognition and support of enterprise and the consumer and showed a certain market potentialand development prospects.Based on the theories of marketing, brand science, management science, system theoryand so on, the investigation and analysis of the basic concepts, main characteristics, marketsituation and development prospects of gifts’ strategy tell us that it is a "miniature" of garmentindustry from the stage of "price competition" entering into a phase of "non-price competition"-it is the inevitable outcome of brands from the extensive management into fine operation,enterprise products from quantity transformation into the creative type. With consumers’ brandawareness, many enterprises face the strategic issues of seeking for differentiated competitiveadvantage and trying to beyond the bondage of price competition. Gift design attracts more andmore brand clothing enterprises’ attention, and it plays a more and more important role in theimplementation of the brand image promotion strategy.Compared with hundred years’ development of western clothing industry, China’s garmentindustry is relatively young with little accumulated experience. Some mistakes are still exist inthe selection, design and sales promotion of gifts and the Clothing brand also faces somedifficulties, which requires enterprises gradually improved the way of thinking, operation andmanagement of brand name and image promotion strategies, also requires brands play an activeteam spirit, strengthen the design management and the terminal system, to provide consumers with professional products and high quality service, and gradually advanced to create goodconditions for the sustained and healthy development of the clothing brand.