Famous Brand Clothing In China -- FIRS (Eight)

Brand personality test of Shan Shan

The establishment of brand personality is to create a symbol, which can represent consumers' thoughts, pursuits and spirits of buying products and services. It can embody consumers' sympathy, produce a sense of identity, satisfy the emotional needs of consumers, narrow the distance between brands and consumers, enhance consumers' reasons for buying, enhance brand competitiveness, loyalty and reputation, thus making the brand develop and enhance.

1. The personality characteristics of Chinese fir

The brand concept of Shan Shan: "immediately changing the sea, challenging the future"

　　
The brand vision of Shan Shan: take the road of internationalization

　　
The goal of Shanshan Group: by 2010, Shanshan Group will develop into a modern and international large industrial group with a total assets of RMB 20 billion yuan.

　　
The price positioning of Chinese fir is that the price of Chinese fir is relatively high.

　　
The brand positioning of Shan Shan: take the clothing culture route of France and Italy, and do all we can to highlight the high taste and high quality brand.

　　
Shan Shan boss personality: Zheng Yonggang, a general of the Shan Shan, has a bold, resolute personality and extreme self-confidence. The industry has sent him a title: General Barton of the Chinese clothing industry. At the same time, Zheng is an absolute "Chongyang faction" in the view of the suit brand. He has an international view. He claims he does not wear "Shan Shan" suit, because China will not have an international men's clothing brand in 20 years. He thinks that building his own production base is not beneficial to the brand, and a good brand should let others "OEM". Therefore, Shanshan continues to emphasize technology and brand to win. The brand of Shanshan is different from YOUNGOR.

　　
The character of Shanshan enterprise: under the leadership of Zheng Shan, chairman of Shan Shan, Shan Shan always takes the lead in spanformation, striving to internationalize, keep up, innovate, and strive for the first character.

2. Analysis of the personality characteristics of the main target consumer groups of Chinese fir.

The price of Chinese fir is relatively high. We can analyze and refine the personality characteristics of these higher income people.

A, age analysis: after graduating from University for a period of time, it is mainly over 25 years old. Taking into account the rival YOUNGOR's personality reveals mature, honourable and more consistent with the middle-aged people's choice, Luo Meng has occupied a larger share of the middle-aged market, and the Chinese fir itself is younger than YOUNGOR and Luo Meng. The main target consumer group of fir can be 28-30 years old, and it is ideal between 25 and 35 years old.

　
B, personality distillation: This is a group of men who are changing, developing and advancing. They have broad vision, long-term vision, and enterprising spirit. They still have dreams and goals. In order to dream, pursue, strive, innovate and develop continuously, they will never satisfy their achievements. At the same time, they are a group of very responsible men. They are actively shouldering the pressure and responsibility of family and career. They are perceptual and rational, pioneering and responsible, energetic and steady, flexible and principled, developing and pragmatic. They are the elite of modern society.

3, the brand characteristics of Shan Shan should include the following characteristics:

Combined with the above analysis, the brand personality of Shan Shan should include:

A, goal, positive, endeavor (never meet the status quo, innovate, challenge the future, always fight for the first spirit)

B, taste, modern, dynamic, international

　　
C, reason, maturity, sense of responsibility