The first stage: 1999-May 2004. Yijun Sports started its wholesale business in large markets and shopping malls, specializing in sportswear processing. The company has been the designated production and processing factory for many domestic sportswear brands. It has been specialized in the clothing processing industry for many years, accumulated a lot of valuable experience, and has introduced and applied many advanced technologies and special processes. In 1999, the company registered the "Yijun" trademark, with the trademark registration number: 1405165. Started full operation of Yijun sportswear brand. The valuable experience accumulated over the years has been successfully applied to the operation of independent brands, with complete supporting management and unique product quality and features. As a result, the Yijun brand has attracted a large number of loyal customers; it has successfully transformed from a processing enterprise into a sports brand operator; its corporate spirit of "being honest and working hard" has won unanimous praise from customers and industry insiders.
This stage belongs to the pure primitive accumulation stage of capital.
The second stage: June 2004 - October 2007
In 2006, Yijun Sports hired Olympic champion and national table tennis team coach Kong Linghui as its image spokesperson. With the registration of the new logo, the soul of the corporate image system and the most important communication element are taking shape at this moment. The company has fully launched the 5S management and brand image project. Yijun's quality breakthrough from the inside out has laid the foundation for the development of professional sports brands; from a production and processing enterprise to a professional sportswear brand, Yijun's every step They are all very down-to-earth and real; Yijun people know that no matter how good publicity is, good products are indispensable, and no matter how brilliant a career is, no matter how brilliant a business is, solid steps are indispensable. Every step of the company's improvement has gathered the hard work and sweat of Yijun people. From being a person to doing things, from doing things to building a brand, Yijun people have their own special feelings and experiences.
This stage is the transition stage of brand monopoly. The company's business is developing rapidly and the market network is expanding rapidly. The main characteristics of this stage are as follows:
1. Products: The products are based on sports and leisure product styles. , effectively catering to the market needs of sportswear transformation at that time.
2. Network form: The marketing network has uneven levels and chaotic structure. Judging from the layout of outlets, it is mainly concentrated in non-core business districts in second-, third- and fourth-tier cities. At this stage, the brand's network structure layout is a "right sector structure," while a normal and healthy network should be a "left sector structure."
3. Network distribution: The core sales area is mainly concentrated in Zhejiang Province in the Yangtze River Delta region; the second-tier markets are Beijing, Xi'an, Zhengzhou, Wuhan, Changsha, and Chengdu; the third-tier markets are mainly concentrated in In Jinan, Guiyang, Jiangxi and other regions.
4. Management: The management at this stage is a complete family business management model.
The third stage: June 2007-2009 (transformation stage)
This stage has changed a lot. Nowadays, our clothing pursues quality and pays close attention to details. From a thread to a button, everything is made with perfect workmanship. We believe that "one ugly person can hide all the good ones", so from the perspective of customer satisfaction, we must do our best to pursue a near-perfect zero defect rate in our products. From product development, pre-production preparation to molding production, a set of well-connected and rationally configured process diagrams has been established, with different positions set for different stages in each process flow. Such as self-inspection before production, self-inspection by on-the-job personnel when production is put into production, inspection by on-site quality control personnel, and final full quality inspection. Achieve layer-by-layer control, conduct rigorous analysis on the impact of product technical quality, and establish scientific management of key process personnel, equipment, and operating specifications in the production process. Among all elements of quality, performance is the first priority. During the inspection process, we follow the principle that unqualified materials will not be put into storage, unqualified materials will not be transferred to production during production, and unqualified products will not leave the factory. Our company has formulated our company's corporate standards with reference to national standards and relevant international standards. Some projects are relatively higher than national standards. Quality is the management of the whole process, including after-sales service. We never miss any link, such as technical consultation for customers, explanation of new products, and handling of difficult problems. We listen to customers' suggestions humbly and carry out the following in future product production. Adjustments to the process make the product adaptable to the market.
High-quality fabrics, creative shapes, light and soft styles, high-quality craftsmanship, advanced tailoring designs, and specifications and models suitable for people from different regions.
Sportswear adds "handsome" elements on the basis of leisure, with simple style design, emphasis on close fit and line processing, and comfortable wearing, so that people can appreciate and experience the dynamic beauty and conformity of the human body while strengthening their body. In terms of color, in addition to the common red, white, and blue, there are bright colors such as goose yellow, rose red, and lake green; loved by people, the colorful and trendy oriental casual wear has created a new era of oriental casual wear; Yijun sports and above High-quality fabrics and exquisite craftsmanship are important features, boldly injecting oriental leisure concept elements, cutting and segmentation break the convention, fully considering the elegant structure of the human body, and using exquisite expression skills to demonstrate the new concepts and new ideas of the Yijun brand.
Let’s take a look at the changes in Yijun in 2009
Completed the first image advertising film in April 2009
On April 25, 2009, Yijun The first live-action TV commercial has been successfully completed amidst everyone's expectations. The image spokesperson Kong Linghui made a special trip to Guangzhou to participate in this shooting. The director responsible for shooting the commercial made many attempts on the commercial, and Kong Linghui also cooperated well one by one, allowing our image commercial to be successfully completed. Kong Linghui also greatly appreciated the director's professionalism in filming the commercial.
At this press conference, the advertising film was screened in front of the public for the first time and received unanimous praise from Yijun partners. Especially the far-reaching advertising slogan, "I just like this" thoroughly explains the mentality of our generation; individual but not rebellious, affirmative but not ostentatious. In one sentence, we are really aware of our own lifestyle. Take a good look at it. This has a positive symbolic meaning for Yijun to open a new historical chapter.
On April 8, 2009, the first Yijun direct-operated store was completed, launching the direct-operated model
The Junke direct-operated store was born in Hangzhou, with far-reaching meaning.
After many twists and turns, we finally selected the location of the first flagship store in Hangzhou. It is a bustling commercial district beside the canal in Xiacheng District, with many clothing stores and a strong commercial atmosphere. The street-facing store covers an area of ??more than 130 square meters. After careful decoration and layout by our engineering department, our Yijun Direct Store was born on April 8th at Hushu South Road, Hangzhou. This is a big step in the development of our Yijun brand into the city, and it is also another major step in the brand terminal image project.
Directly operated stores are a sales model vigorously promoted by the Yijun brand. This model can not only increase consumers’ awareness of the brand and products, but also serve as a publicity window for the brand and an opportunity for Yijun to improve its services. Proving ground. By establishing and improving the direct operation model, Yijun Company has not only developed the internal strength of the company, but also set a benchmark for Yijun brand franchisees; at the same time, Yijun Company will feed back the accumulated experience of the direct operation model to the majority of franchisees. Achieve a win-win situation! With the launch of our directly-operated stores, we will go all out to provide meticulous, thoughtful and complete after-sales services to guide our franchisee customers, interpret Yijun with distinctive examples, and form a unique brand style.
In July 2009, the Zhejiang region named Qiantang Lao Niangjiu and implemented a regional advertising strategy
Large companies must not aim too high and use their brands to scare people; small businesses must not rush for quick success and use their brands to scare people. The effect is bluffing. Only by perfectly combining brand building and efficacy appeals in marketing communication practice can we truly gain market recognition and rewards. The marketing communication practice of Chinese enterprises is moving towards two extremes: left and right. Under the influence of Western marketing theory, some companies regard brand as a life-saving straw and blindly pursue elegant and artistic brand performance; other companies, under the influence of short-term interests and impetuous mentality, are eager for quick success, efficiency first, exaggerated publicity and bold promises. As a result, both were frustrated and complained. In fact, there is nothing wrong with brand and efficacy. They are both concepts and methods of marketing communication. The key is how to use them in a coordinated and balanced way. Everyone wants to be a century-old brand, but more than 98% of enterprises in China are small and medium-sized enterprises. The first thing they have to solve is the problem of survival! It’s not impossible to have your cake and eat it too! "Brand functionalization, functional branding" is the effective marketing communication method of Chinese enterprises. Therefore, before formulating a specific advertising communication plan for a product, we must conduct advertising positioning to determine the tone of advertising communication.
The in-depth application of TV advertising is one of the practical marketing tools, which is direct and effective in driving sales and brand building. Advertising videos have incomparable advantages over other means of communication, such as rich information, easier brand image display, and consumers can fully understand and absorb advertising information in a short period of time.
The media channel we chose is the first high-quality TV media in mainland China that positions people's livelihood and leisure, referred to as Zhejiang Minsheng.
This TV media is the largest people's livelihood channel in Zhejiang. The "1818 Golden Eye" column was launched in January 2004. With the purpose of "paying attention to people's livelihood and serving the people", it looks at the people through their eyes and has close contact with them. Serve the people wholeheartedly. When the column was first launched, it set a record of "three firsts in Zhejiang". It was the first TV program in Zhejiang to set up a small charity column "Looking" to provide viewers with free searching services. It is precisely with these solid advantages that "1818 Golden Eye" has established its unshakable brand value and has been unanimously recognized by audiences across the province. "Uncle Qiantang" and "1818 Golden Eye" belong to the same column group and are an extended section of "1818 Golden Eye". It is broadcast every day at 19:35-20:08 prime time in the evening. Since its launch on April 13, 2009, with the help of the authoritative influence of the 1818 news platform in the province, the ratings have increased significantly compared with the original "Community Spokesperson" section, reaching 180%, firmly attracting " The audience of "1818 GoldenEye".
Since the launch of "Qiantang Old Uncle", the viewership group and geographical scope are quietly expanding. The areas surrounding Hangzhou, including the cities and counties where it belongs, have many and loyal viewers. Since the news covers the entire province, in addition to Hangzhou, audiences in Ningbo, Shaoxing, Jiaxing, Huzhou, Quzhou, Jinhua, etc. also responded very strongly.
On July 14, 2009, the new logo was successfully registered
In today's rapid development of science and technology, the role of printing, photography, design and image transmission is becoming more and more important. The development of non-verbal communication has a competitive power to compete with verbal communication. Logo is one of the unique transmission methods. A sign is a mark that indicates the characteristics of something. It uses simple, obvious and easily identifiable objects, graphics or text symbols as intuitive language. In addition to marking something and replacing something, it also has the function of expressing meaning, emotion and instructing actions. Logos, as a special way of intuitive connection between human beings, are not only ubiquitous in social activities and production activities, but also play an increasingly important and unique role in the fundamental interests of the country, social groups and even individuals.
What the label change brings is a reflection on technology and culture. Some people may doubt that the new logo is not much different from the previous one. This is exactly its meaning. It has achieved the subtleties it should have, and is easy to be accepted and improved at the same time. Of course, in this label-changing movement, what is floating on the surface are those artworks, those graphics, patterns, and the metaphors of those graphics and patterns. But the deep-seated reason, and the different reason is that since its debut, the independent brand has gone through a lot of ups and downs, a time of being free, a time of hard work, etc. In short, it has developed to today, from technology, At all levels of management and culture, we need to take stock of ourselves and the environment. Of course, the first thing to bear the brunt of this is to start with the logo that can't be planned completely at the beginning of the company's debut as the "business card" of one's own company. This wave of label changes is actually a historical development, a shock caused by the company's product positioning and cultural positioning. It is a reflection of our own short-lived cultural accumulation by our independent brand companies. By replacing the new label, we can greatly increase our visibility and drive sales, which can better make up for the shortcomings in the identification system.
On November 5, 2009, Yijun Operation Center was established, brand operation mark
Under the economic difficulties, our company established its own operation center.
While the real estate market is stagnant and the wait-and-see atmosphere is strong, many brand dealers sit in their stores and keep complaining: Business is not easy to do! The people rushing around in the mall are all merchants, not many consumers; many manufacturing companies are also sitting in the ancient town stores and complaining: business is not easy to do! Not many dealers come through the door in a day. Under such circumstances, if a company enters the market and opens a directly operated store or establishes a self-operated operation center, what positive impact will it have on dealers? What lessons can it draw from other companies in the same industry?
A marketing senior said this: "Taking a deep dive" is to tap more internal potential, ensure investment in enhancing core competitiveness, and ensure investment in the future, even in times of financial crisis; "Working low" means not sacrificing long-term goals for short-term goals, output more, and create more long-term value for customers. "If wealth disperses, people gather together; if wealth gathers, people disperse." The only one who can save us is ourselves... We must move forward quickly against the wind and waves in the tide of the times.
As long as we are not afraid of sacrificing ourselves and as long as we work hard to improve efficiency, we will definitely get through this. In three or five years, we will be on the world stage.
The historical laws of macroeconomics tell us that there is no permanent bull market, nor is there a permanent bear market. Market conditions will always fluctuate like push-ups, and this is something we cannot change. What we need to do is to remind ourselves to avoid risks when the market is rising, and dare to make plans to buy the bottom when the market is falling. In the short term, bargain hunting will cost us much more than our competitors and bear more market risks, but in the long term, the value we create for our customers will be much higher than our investment cost. . Therefore, you must take action when it is time to take action, otherwise, you can only watch the opportunity pass by, and you are destined to become a bystander who achieves nothing... Dare to innovate, dare to be the first, dare to take risks, dare to be responsible, this is our enterprise The "Four Dare Spirits" that must be possessed.
So the concept of the operations center we established today: for a business to be successful, it must be customer-centric and provide high-quality services. All a company's investments, resources, and operations must be aligned with a clear strategic goal that provides products and services that customers want and in a way that customers want.
Congratulations here on the establishment of our operation center, building a strong marketing team for Yijun, allowing our entire enterprise to truly sell products, establish a brand, and achieve a leap forward for Yijun.