A happy woman - "Goddy Poetry" women's advancing with the times

In order to "a happy woman" to perfectly combine the European romantic classics with the oriental ones, this is the essence of the Gothic women's brand.

I. Origin

Gotic poetry brand originated from Taiwan and has a history of more than 20 years in Taiwan. It has a high reputation on the island and is deeply favored and loved by intellectual women in Taiwan. In 2001, Guangdong Gedi Poetry Fashion Co., Ltd. successfully introduced this highly prestigious brand to the mainland market and quickly won the favor of mainland women.

At the same time as the introduction of the brand, Guangdong Gotid poetry knows that the development of the brand is inseparable from the positioning of the product. The core of brand positioning is whether the design style has connotation and attractiveness. Due to the special value orientation and cultural concept of the mainland consumers, the company skillfully combined the romance of Europe with the beauty of the East to create a “hybrid” with its own spirituality. It not only reflects the introverted, natural, straightforward, and generous style of Oriental women, but also shows the European fashion, romance, free and easy, and elegant features.

Second, the market formed a brand effect

Gotic poetry took the brand operation mode from the first year of entering the mainland market, from Shenyang in the north, to Chengdu in the west, to Chongqing in the west, to Wuhan, Zhengzhou, and Nanyuan to Guangzhou in the west, successfully occupying some important markets in the country. The poetry brand's development has laid a good market foundation and won praise and recognition from consumers around the world.

The establishment of the brand's strategic position has added enough energy to the second take-off of Gotti's poetry. It has grown from the first 11 to the current one hundred and forty stores in just three years. ). The establishment of strategic goals is an aspect of the company's successful use of brand strategy. The key factor is that the company can make great efforts to improve its brand image and cultivate internal strength.

The first is to increase advertising efforts. Each year, the company presents the company's corporate culture, brand development, and strategic goals in a large space on the China Fashion News, so that customers and consumers can feel a true, lively song of Gotei.

Secondly, the company spared no expense and participated in the Beijing March International Fair and the Shenzhen High Fair in July each year. The main purpose was to enhance the brand image and increase consumers’ awareness of our products.

The third is to create an efficient and united team. It is this high-quality corporate employee who dedicate themselves to obsessive dedication, and work together on the various fronts of production, sales, design, and service with one heart and one mind, and add to the fate of the company with the fate of the brand. In the past three years, they have been designing, cutting, sewing, buttoning, and thread trimming. From small investigations to mid-level investigations, from marketing to customer service, every detail and process has left them dedicated and meticulous work situations. It is this dedication and dedication that has underpinned the formation of half of the songs of the Gaudy poetry brand. It is also this united, efficient and dedicated team that witnessed the rapid growth of Gothic poetry in just three years. However, each employee’s exhausted face is full of pride in the company's brand and the ownership of the company. sense.

Third, the market

The winning terminal is the key to the success or failure of a business. In the past two years, the competition in the clothing market has become increasingly intense, and under the circumstances that the development of the women's apparel industry has been generally declining and the economy is extremely stagnant, the development of the Gotishi brand is another scene, with over 100 franchisees and six from zero to the present. Home-operated stores. This unique development speed reflects the emphasis on the end-market market by Gotti and its inclination towards the end market.

The first is to comprehensively enhance the store's image. At the end of last year, the communication work with more than 100 franchisees became the top priority for Gotico’s marketing department. The monthly telephone bill amounted to more than 10,000 yuan. It was this untiring effort and the efforts of franchisees everywhere. Under the understanding and support, the rectification work of all stores (cabinet) nationwide was completed at the beginning of this year and unified the image of the store.

The second is to increase terminal support efforts. In the spring and autumn, the company not only conducts business training on sales skills, fabric knowledge, goods display, etc., but also dispatches a large number of terminal supervisors to travel around the country. This cost is only reached in one year. 500,000 yuan.

The third is to carry out series of promotional activities, and provide advice for local franchisees. According to local conditions, planners plan rich and colorful promotion plans for them. The company has reached 1.2 million yuan each year for gifts arranged for promotional activities.

The fourth is to hold franchisee seminars. The spring and autumn quarterly ordering meeting is also a fixed seminar for the company. It is mainly that the company and the franchisees sit together and discuss together and analyze the market together. They raise questions and solve problems at the conference. The scenes of the individual really feel the manufacturers and customers. It is also a harmonious coexistence and co-prosperity atmosphere. The pursuit of profits and differences in meetings is the basic principle for handling the relationship between the two parties.

Mr. Zeng Zhonghua is the founder of the Gotti poetry brand in the mainland market. It is also a veteran who speaks eloquently, and who must be the best and the most eloquent leader. With his extraordinary leadership ability, the vision and uniqueness of the strategist. The personality charm has guided all the employees of the company and its franchisees across the country to glory, and this legendary figure has in a short period of three years put the Goti brand into the nation’s 22 provincial cities. Market share of more than 120 prefecture-level cities. And in the spring and summer of 2005 ordering meeting, he confidently told franchisees around the company next year, the country's stores (cabinet) will reach 250. In order to achieve this strategic goal, the company has a higher comprehensive requirement for itself and franchisees.

The first is to create a more comfortable working and living environment. All employees of the company are required to devote more work enthusiasm to serving customers. Specific measures include greening the factory environment, adding cultural and recreational facilities, and purchasing pensions and medical insurance benefits for employees who have worked for more than one year.

The second is to increase the infrastructure construction and further improve the production process and production efficiency. Next year plans to invest 3 million yuan to add new equipment, replacement, and plant construction. At present, the second phase of our company's plant and warehouse has been completed, and the equipment import negotiations have also entered a substantial stage of operation.

The third is to improve the company’s employee training system so that the company’s employees’ quality can be comprehensively improved. In line with the "people-oriented" principle of scientific employment, based on the concept of employment cultivated by our company, we have signed training contracts with a number of consulting companies. Our employees can participate in business knowledge training according to their abilities and preferences, and gradually form their own talents. Team.

The fourth is to actively participate in the construction of public welfare undertakings and improve the status and image of the songtic poetry brand in the minds of consumers.

The fifth is the introduction of higher access standards for new franchisees. Mainly four conditions: 1. Franchisees must have rich experience; 2. Franchisees should have good (local) social and shopping relations; 3. Franchisees must have certain economic strength; 4. Franchisees must Have the right brand concept and consciousness.

It is believed that in the near future, under the joint efforts of the franchisees and all the staff members of the company, the song of Gotei, full of cultural connotations, will soon bloom on the land of China and bear fruit.