Green Winter Silk Family: Create The First Class Cocoon Silk Brand &Nbsp; Revitalize Traditional Industries.

Building first-class brand to revitalize traditional industries

Experience exchange materials for development forum of cocoon and silk industry in China

Facing the trend of domestic and international economic downturn, industrial pfer and people's consumption demand changes, where is the way out for China's cocoon and silk industry? In recent years, as a "famous brand in China" and "the ten brand of the national silk industry", lutin company has made bold exploration for the development of the industry with brand building as its breakthrough, and has achieved good results.

First, endow the brand culture with the brand culture.

Open green winter company's "12th Five-Year" plan, a clear "green winter" brand cultural context in front of the eyes.

"Green winter" believes that the brand is an intangible asset and a manifestation of the added value of the product. Today, with the high homogenization of the product, the brand is undoubtedly the core of the marketing of the enterprise.

In order to make the brand identify with the target consumer group, it depends on the proximity between the brand culture and the consumer's psychological distance.

Brand culture is not empty, it is manifested through a series of forms such as market positioning, design, packaging, terminal image positioning, brand promotion and marketing, and so on, so as to give consumers a good yearning and sincere happiness.

Successful brand culture is rooted in social, political, economic and cultural aspects, and can bring endless material and spiritual wealth to enterprises and society.

Out of the recognition of the importance of brand culture in brand building, Luton company has concentrated on mining the cultural connotation of "green winter" brand, and has made a brand new orientation on brand culture from the historical heritage, creation and development.

First, the cultural origins of "green winter" and Jiangxi's "mountain back culture", "Su Huang Culture", "Xun Lu culture" and "Gan Po culture" were established; two, the umbilical cord blood relationship between green winter silk and the "Ning Zhou silk" was established; three, through the consideration of the realistic background, the historical mission of "green winter" must be clarified.

It is against this background that the brand characteristics of green winter are very clear. The characteristics of "brand vision", "market vision", "originality of industry status" and "combination of brand name nationality and fashion" are appearing. The core values of "green winter" brand culture have also been sublimated. The 16 words of "green oriented, high quality, industrial service, and industry leader" have been identified as the core values of "green winter" and are increasingly permeated with all aspects of the green winter company, which are fully embodied through a series of behaviors and processes.

Two, improve product technology content, create brand competitiveness.

China is the largest producer and exporter of silk in the world. At present, China's silk production accounts for more than 70% of the world's total output. With the integration of the global economy, China's silk industry has exposed more and more deficiencies. China's silk enterprises are facing severe challenges.

It is mainly manifested in the following aspects: irrational industrial structure, many primary products, less deep processed products and few high added value products; generally low operating scale and low industrial concentration, seriously impeding the technological progress of the industry; backward technology, large energy consumption, high cost and low production efficiency, especially 25% of the inferior cocoons and silk enterprises, and the development level is low, resulting in a great waste of resources.

Green winter silk company, in line with the requirements of the state's industrial policies and structural adjustment, promotes the innovation of silk products, promotes the development of new silk products, further promotes the structural adjustment of silk products, expands the domestic sales of silk products, and enhances the competitiveness of silk products in domestic and foreign markets. The company concentrates on developing fine processing, deep processing, high value-added and high technology silk products, giving full play to the comparative advantages and wide market potential in the central and western regions, and has successfully developed functional silk new material "Silk nonwoven flakes" through scientific and technological innovation, which is a deep-processing product of silk, with high added value and large export volume.

The scientific and technological achievements have solved the problem of the utilization of waste silk below 4cm and solved the weak washability of silk.

This new silk material is widely used, with high added value and remarkable economic benefits. It has filled the gap in China and won the title of national invention patent and national key new product. It has been supported by the national development and Reform Commission, the Ministry of Finance and the Ministry of science and technology.

"Green winter" silk products have become one of the most distinctive local specialties and one of the most popular green products.

The success of the research and development of silk nonwoven flakes has greatly improved the enthusiasm of mulberry silkworm mulberry sericulture, and has significantly improved the economic benefits of silk enterprises. It has played a positive role in promoting recycling utilization, energy saving and consumption reduction, green and high efficiency, broadening the application field of fiber and achieving sustainable development. It not only extends the industrial chain of silk processing, improves the added value of products, but also strengthens the risk resisting ability of our company and sericulture industry in this area, so that the brand of "green winter" has the core competitiveness.

Three, improve brand image and maintain brand position.

Brand image building and brand status maintenance are two important links of brand building.

On the brand image building, the green winter silk branch takes the concept of "green as the foundation, quality as the top end", and takes "green" as the foundation of green winter. It fully absorbs the essence of Chinese silk culture and integrates it with modern natural, healthy, low carbon and environmental protection consumption concepts. On the product quality, "green winter" unswervingly implements the strategy of quality win, and takes silk's "spring snow" ("green winter") as "green spring and snow white winter".

To occupy the commanding height of domestic and international silk products is the goal pursued by "green winter".

In order to achieve the goal of "quality high-end", "green winter" uses the most original raw silk material, and operates the brand with the most advanced product design, the most advanced production technology, and the original concept of "Silk living hall". It takes advantage of products of high quality, high quality, brand culture impact and strong infection to occupy the market at home and abroad.

In order to maintain the brand image and industry and market status, lutin is brave enough to accept all kinds of challenges.

In October 27, 2010, CCTV financial channel "consumer advocate" column broadcast the reporter interviewed by Zhu Yi.

After seeing this program, the leaders of the green winter Silk Company attached great importance to the problems reflected in the program, and held an office meeting in time. They questioned the silk industry in view of the "consumer proposition". They responded loudly to the media: "the silk produced by the green winter silk company is covered with 100% of the silk."

The maintenance of green winter brand is striving for perfection and has poured a lot of effort into it.

Since the beginning of this year, the "green winter" has upgraded the brand identity recognition system of CIS brand. The image of "green winter" terminal will be upgraded comprehensively. The new flagship store will be displayed in accordance with the new identification system. The existing outlets and affiliates will also be upgraded according to the new CIS, so as to further establish the leading position of "green winter" brand in the industry.

Four, fully promote brand concept, and actively advocate brand marketing.

Green winter believes that building a brand should not only endow the brand with cultural connotation and image building, but also establish the brand and become the image of everyone in the mind.

To do this, brand promotion must be carried out and the role of the media and other carriers should be emphasized.

It must also have its own brand marketing platform, and constantly expand the coverage of products.