Today in Business is war, the surface of market competition to brand competition fendi handbags staged into the main form of competition pattern of brand competition, whether the modern market is the market leader in brand, market challenger brand, market the brand or the market Strategic decisions follow those image by jumping on brand strategy, brand culture, integrated brand strength, etc., but without the satisfaction of consumers of goods, all castles in the air. Sanlu brand, because the product quality problems, before any of the glory of glory, any brand strategy, brand overall strength moment seemed so fragile, it lets us have a product with a better understanding.

Low cost, low price used to be China’s manufacturing competitive in the international fendi handbags market advantage. In the context of economic globalization, the environment of low price production factors, a new role at any time, China has once and for all of this advantage will not be a “killer.” Now we are also pleased to see that, in the “Eleventh Five-Year Plan”, the Central to enhance the independent innovation capability as the national strategy in economic and social development in a prominent position. China’s manufacturing industry is also undergoing a major transformation, upgrading of technology and brand in order to complete from the “Made in China” to “Created in China” by leaps and bounds.

In the dynamic of the Beijing Olympics glory, many have some success the brand has fendi handbags shown a certain degree of confusion is that after the Olympic Games, how to re-stimulate and guide the brand to the next round of competition?

1, “Design and Marketing”, Chinese enterprises development direction of the next round of competition

The so-called “Design and Marketing” mode, the focus is to design the product itself away from the concerns raised to the design of long-term development of the business strategy of the design into the brand development as a core strategy in order to achieve maximum brand differentiation other brand and the rise of a strong pattern of innovative marketing strategies. Some say “the professor is to complicate a simple issue, and the coach is to simplify complex issues,” Datang International in the years of brand building and operation of the process, always adhere to its own unique “brand manager” role, always Brand analysis clearly complicated problems, and then pass out in simple manner. Datang International’s long-term theory and practice, made increasingly clear brand and marketing innovation in the next round of competition mode — “Design and Marketing”, for the transformation of Chinese enterprises is of strategic importance specified in the direction of development. “Design and Marketing” model sharp and clear: 2l-century competition, the surface is the main form of brand competition, in essence, the design will be a higher level competition. Why?

1, “Design and Marketing”, the international brand success secret channel

In the brand development process of complicated and confusing, as the brand manager of Datang International through the appearance and essence, ferret out those international big as “arrogant” and secret?
2, “Design and Marketing,” the Chinese brand break through the secret weapon

China as a manufacturing country, but the development should be designed to be treated as a national strategy to develop a strategic plan for design development for the realization of China’s industrial upgrading conditions. For China, the world’s manufacturing power, the development of industrial design is from a Chinese manufacturing to China an important way to create a transformation is to achieve industrial upgrading and restructuring of the inevitable choice. In fact, the Chinese government made great foresight strategic plan accordingly. The enactment of the national economy, “Eleventh Five-Year Plan” clearly put forward the outline of “encouraging the development of specialized industrial design,” the strategic decision-making, marks the state of industrial design innovations that lead to innovation and enterprise integration product innovation upgraded so as to enhance their core competitiveness of high priority; marked the country’s economic development has begun into the track of scientific development, marked by the extensive economic growth mode to intensive type of fundamental change.

As the former president of Sony’s Akio Morita, said: “We believe the future of our competitors will and we have basically the same technology, similar performance, and even the market price, while only designed to distinguish it from our competitors.”

According to relevant survey in Japan showed that differences in product design and development, international brands, increase added value, increase market share and create star enterprise in terms of the role of industrial design accounted for more than 70%. According to Industrial Designers Society of the United States survey, U.S. companies invested an average of one U.S. dollar per industrial design, sales income of 2500 dollars; to reach one billion U.S. dollars in annual sales of more than large enterprises, the industrial design into one U.S. dollar per sales revenue as high as 4000 U.S. dollars.

In addition, we known to rely on South Korea’s Samsung is the rise of the typical design. Back in 1993, Samsung strategy from the “cost savings” to “The unique design of cost” up, this Samsung was that “While cost savings will allow Samsung does not collapse, but it can not allow Samsung to become the world’s most famous brand” . The “design strategy” to develop a huge win for the performance of Samsung’s growth. Samsung won the 2004 world industrial design competitions five awards, while its sales from 39.8 billion U.S. dollars in 2003 up to 2004, more than 500 million, profit from 5.2 billion in 2003 up to 2004 100 billion. Among these, the value of design has been fully reflected.

When Chinese companies understand the Cheats brand competition, in fact a unique “design marketing” model has been applied to brand development, also has achieved remarkable success.

Such as Lenovo and Haier is China’s first paying attention to industrial design business, and therefore they are a deeper understanding of the design, development and more emphasis on design, this also can get the results today, not Fiji.

1999, Lenovo introduced a new design concept of the “Sky” computer, it can be said to think that the first real taste of design charm. Launched in 1999, up from 2000, “Sky” as a record 3.75 billion yuan of output value of association, so think in the third quarter of 1999 to 8.5% of the market share of PC shipments on board the Asia Pacific market leader, among the global top ten, Meanwhile, the good performance also led to Lenovo’s shares in Hong Kong surged by 100% over the same period.

Haier many examples of innovative design, such as Haier’s Italian factory out on innovation and a “holiday fridge”; designed for the Japanese market, 5 kg Washing Machine, and self-designed to meet consumer demand at any time a small amount of a small laundry prodigy washing machine so small.

Since 1994, Haier has set up industrial design center, has introduced in the global market influence the design of more than 200 of these products is the Haier Group to become the first brand of Chinese white goods and full access to international markets tool. China Red Star Design Award was awarded Supreme Gold Award “global U-home appliance packages” are the latest global design reflects the idea that the design created to promote the technology.

Examples of Lenovo and Haier, are good evidence of design for business development and strategic significance. Can be said that two Chinese enterprises in the development of the best on the road, have achieved a lot in design, design has become the continuous development of their core competencies.

Of course, when we say that the design is not the only design emphasis on the design above all else, but we also oppose the only technology on the. We are raised to the design of long-term development strategies of enterprises to design into the brand development as a strategy to achieve the maximum degree of brand differentiation other brands, so the rapid rise, strong.

If ten years ago, compared to China’s manufacturing industry and international has also mainly on the technology behind, so today’s technology gap is slowly narrowing, and the other products the core of competition – the design has become the new direction we have to catch up. Design of marketing, the secret of Chinese brands breakthrough. Because nowadays the global consumer market, full of mass production, quality characteristics of the goods without similar. A result of homogenization of the enterprise into the vicious price competition, profits gradually decline.

2, “Design and Marketing” is following the “celebrity endorsement”, and “Sports Sponsorship” after the marketing innovations

“Celebrity endorsements” for Fujian Jinjiang China’s brand have, “celebrity endorsements” to some extent can be said that the many achievements of the Fujian shoes, food companies with big popularity, and like crazy “sports sponsorship”, to some extent enhanced the number of shoes in Fujian, while well-known food companies, has won its reputation. But Datang International believes that marketing is more to a great extent designed to win loyalty for the brand!

Beijing Olympic Games by this event, we see more clearly, “Design and Marketing” model commendable. An image of the spokesperson Liu Xiang to retire, so as NIKE, O’Conner, Ping, Shanghai GM, Erie and other big surprise, lost face; Adidas 1.3 billion investment as the main sponsor of the Olympic Games “sports sponsorship”, but because the carefully crafted Olympics Advertising hero theme was “cursed” notoriety, and no shortage of brand recognition, reputation and loyalty need to upgrade the Adidas case is somewhat counterproductive.

Confusion in the public enterprises, at a loss, the “Design and Marketing” mode in time:

1, Design and Marketing is a brand advantage.

Brand is based on the product, the source of the product is the design. Each brand fendi handbags products are used to their own unique brand culture passed to consumers. Only those with excellent high-end R & D personnel and their team create their own personalized products in order to continue to attract consumers. This has become a consumer to determine whether it is a good sign of a mature brand.