JB: Tree Image Pushes New Card Market
This year, JEB “soft gold†brand, which focuses on product quality and word-of-mouth communication, will continue to participate in CHIC for the fourth consecutive year.
Initially, Jumbo was not a CHIC exhibitor but only a loyal audience. During the visit, the manager of Jembe discovered that CHIC not only had a good atmosphere and popularity, but also saw many mall managers at the exhibition. This made them realize that participating CHIC is a good opportunity to promote their brands to the business community, agents and distributors. As a result, Jenbey has continuously participated in CHIC since 2007.
Hu Shuiqin, deputy general manager of Huzhou Jinbei Cashmere Products Co., Ltd., told reporters that Zhenbei’s brand core appeal is to shape quality. Cashmere clothing materials starting point high, cashmere is known as "soft gold", in the process of building a brand, the product quality is particularly important. Compared with similar companies, JBG pays more attention to product quality and word of mouth.
In recent years, sales growth in the JEBEL market has been relatively stable, with an annual growth rate of 20% to 30%. Located in Beijing's Cuiwei Building, Jembe Store has realized sales of 18 million yuan in 2008 and more than 20 million yuan in 2009. It is the first place in sales of cashmere brands almost every year. Sales performance has even surpassed many women's big names.
“We rely on quality and repeat customers.†He Shuiqin said that customer loyalty and consumer recognition are more useful than advertising. Paying attention to quality is the concept of JB. By participating in the CHIC, JBJ will spread the brand concept widely.
According to Qiu Xuefang, deputy general manager of Huzhou Zhenbei Cashmere Products Co., Ltd., Jenbey's "exhibition effect is better every year than a year."
She said that the main purpose of Jenbey's participation in the exhibition was to make the brand appear and enhance the brand image. Although Zhenbei's channels are relatively sophisticated and mature, investment promotion is not the main purpose of the exhibitors, but Zhenbei is currently very important to develop the sub-secondary and third-tier markets, and CHIC is the starting point for investment promotion. Of course, there are other behaviors that J.P.
Qiu Xuefang disclosed that Zhenbei will focus on launching the new brand Noahola at CHIC2010. The brand is aimed at young consumers pursuing fashion, and has made breakthroughs in cashmere spinning, accessories materials, design techniques, and models. The fabric is lighter, thinner, and has a more stable structure and a more delicate touch. At present, the brand is performing well in the market trial period. By participating in CHIC, they will further strengthen brand promotion.
Qiu Xuefang said that the development of Zhenbei pays more attention to the long-term, it must be stable and steady, and it should be gradually strengthened. It will eventually develop into an international brand. This year, Zhenbei not only needs to increase investment in equipment and increase production, but also increase the number of stores - the growth rate is 20%, increase the density of sales outlets, further improve the channel construction, and strive to dig deeper into the secondary and tertiary markets.