Zhenhan Brand Layout

         White Book of 2004~2006 Zhenhan Development Layout

 (Summary)

 Preface

Undergo nearly 10 years development, Chinese Socks Industry has already entered the fast development period now. A batch of outstanding dealer was emerged such as “Langsha” won the title of “China Famous Brand” etc.

Now, Socks Industry has changed from extensive managing into intensive managing, from simply “Price Battle” into “Brand Battle” and “Channel Battle”. The leading brand extended quickly, the former small factory has been into the processing factory of large enterprise.

As regards other industry, only several few socks enterprises have breakthrough in the terminal of local market, a kind of nationwide, global and propagating market effect has not formed yet; also no very good break-through yet on the operation of the brand, without profound, consummate operation tactics，so the space of development is still big. We should catch the present good opportunity tightly, regard customer's demand as the center, strengthen brand popularizing and the commercial networks of terminal market, and work hard for enterprises’ rapid rising.  

First

General goal of the development strategy of 2004~2006

Through three years’ efforts, through setting up modern enterprise's mechanism taking marketing as the leading direction and taking the brand construction as the key competitiveness, and on the basis of strong marketing network and talents group and accelerating the products developing in pluralism, to make the annual sales of Zhenhan Socks treble on the existing basis in domestic market，stabilize the status of  “Cotton Socks Manufacturer Expert” and the “Integrated supplier of China Comfortable Needle Cotton Product Series”; and make “Zhenhan” become the first brand of Man Socks. In the international market, by virtue of the domestic brand effect to attract more Occident Clients, to realize USD 12 million exporting sale, and then become the integrated supplier of medium and high-grade needle cotton product series in the international market.

                           ……

Section Four: Brand Tactic

Zhenhan is not only an enterprise but also a brand.

As Zhenhan the brand, the key value of Zhenhan Brand designed by us is—— offer customers the best comfortable products.

Orientation of Zhenhan Company: A professional manufacturer of the best comfortable needle cotton products

We expect that, when our customers touch Zhenhan’s products, they will think that: Zhenhan Products, the comfortable Products.

Brand Tactic

Adopt multi-brands tactic

About the single category, we apply the tactic of one category has many brands

About the multi-categories, we apply the management mode of taking brand manager as core

Brand Popularization Plan

We divide the brand popularization into three sections

First: improve popularity.

Second: mold an expert image

Third: transmit core value

Improve Popularity

Goal：Improve enterprise's popularity, make it become widely known brand. A product only becomes the famous brand, can consumers pay close attention to your meaning and idea.

Method：Star acting as a spokesman, strengthen the advertisement on CCTV and terminal station, utilize the contract-signing ceremony and agents annual meeting, produce the sensational benefit through the medias, enable it to become famous in short time.

Period：July 2004~Dec 2004

Impression expecting to be given to consumers: Zhenhan is a famous brand, and a strong enterprise, I have heard and used too.

Mold expert image

Goal：Become the advocate and executor of the industry standard and become the expert.

Method：Events marketing; let the medias report our patents and breakthrough events on quality, thus reach an effect of only spending little strength can pull out heavy.

Period：2004.7---2005.12

Impression expecting to be given to consumers: Zhenhan is a specialized manufacturer with strong research and development ability and the constitutor of industry standard. It is credible, so I select it.

Transmit core value

Goal：Mold brand core value and make it become the purchase reason of consumer.

Method：1、Use different propagating means, explain how the Zhenhan create comfortable to consumer.

2、Combine and spread; unify the propagating idea of advertisement information, products packing, articles’ writing, activities’ layout, events’ spread, news’ public

Period：July 2004~future

Impression expecting to be given to consumers: Zhenhan products of Chinese most is most comfortable, for in order to make products more comfortable, he will spend heavy energy improving, and he pays close attention to the customer's comfort and keep improving.

Section Five: Products Strategy

There are a lot of ways and methods to make enterprise big and strong. In order to realize the goal of marketing strategy put forward by us, as to the Zhenhan Company basing on the commodity manufacturing, the most basic point is to offer more fine quality products and let consumers have more choice chances.

Obviously, at present, only the competitive product of “Zhenhan Cotton Socks” is not enough, with the constant development, single product can't bear the cost and expenses of enterprises running. Based on the basic law of enterprise development, our products strategic is:

Implement subdividing market tactics of one category has many brands and two steps strategy of “the brand effect drives products brand’s pluralism”

Step 1: Under the prerequisite of “Zhenhan——the first brand China Men Socks” wined initial success, separately set up “Zhenhan Men Socks Brand Division”, “Woman Socks Brand Division” , “Children Socks Brand Division” , “Baby Socks Brand Division” , through the tactics of one category has many brands, win more market share. Thus realize the status of “Zhenhan——Cotton Socks Manufacturer Expert”.

Step 2: With the guideline of “the brand effect drives products brand’s pluralism”, the products are extended from the existing socks series to underwear (pants) etc., realize finally: “Zhenhan——integrated supplier of China comfortable needle cotton products”. 

                  Section Six: Channels Tactics

 In order to realize the goal of marketing strategy put forward by us, as to the Zhenhan Company basing on the commodity manufacturing, the most basic point is to offer more fine quality products and let consumers have more choice chances.

One of the most key points is the marketing ability of enterprises. And the most direct embodiment of enterprise’s marketing ability is the construction of the marketing network. The marketing network namely is the marketing channel and commercial networks. Through 10 years’ development, Zhenhan Company has already set up the management pattern of the large marketing network that large circulation through wholesale market, more than 100 markets contracted and established the long-term cooperation with our company, which lays a sturdy foundation for the further development of Zhenhan Company.

However, we should see soberly, we have just set up commercial network in the wholesale market, but the enormous potential of terminal retailing market has not developed yet, only a few enterprises of the same trade carried on the elementary try, but the high entry barrier have not formed yet. So, it is not only a challenge for Zhenhan Company, but also an enormous development opportunity, if grasp well, the future ten years development of Zhenhan would be the fastest ten years.

So, our channel strategy is: Under the circumstances that the company advances the advantage of brand construction, fully excavate the enormous influence power that brought by brand construction and star effect, implement the strategic transition of channels.

First: Sales channels barycenter shift down, intensive cultivation: for the marketing channelS: On the premise of consolidating the smooth marketing channel in the wholesale market, instruct and lead the agents change into terminal retailing market step by step, build 200 regional dealers with united image, standardized operation, powerful strength and good teamwork, and support 200 agents build 2000 local terminal sales stations with united image, standardized operation and complete Zhenhan products to excavate enormous market share.

Second: Through advancing brand and new products (different products) introduction, fully utilizing the enormous sale strength of these marketing channels, introduce Zhenhan comfortable needle cotton products series to the market and consumers, and make the annual sales of Zhenhan Socks treble on the existing basis in domestic market (annual sales amount up to 200 million by 2006), stabilize the status of  “Cotton Socks Manufacturer Expert” and the “Integrated supplier of China Comfortable Needle Cotton Product Series”