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前些年,作为家纺行业中一个分支的毛巾行业,因为竞争激烈,毛利率低等因素,品牌意识薄弱,只注重产品的简单直接销售。随着市场经济的日益成熟,毛巾行业竞争越来越激烈,很多企业难以为继,甚至走向灭亡。而民营小企业洁丽雅却通过走品牌发展之路,成为中国毛巾第一品牌,并荣获“亚洲品牌500强”、“中国500最具价值品牌等荣誉。洁丽雅为什么要走品牌发展之路?在品牌构建过程中做了哪些努力?目前离”树百年世界品牌“的企业愿景还有多大差距?带着这些
A few years ago, as a branch of the textile industry towel industry, because of fierce competition, low gross margin and other factors, brand awareness is weak, focusing on simple direct sales of products. With the increasingly mature market economy, towel industry competition more and more fierce, many companies unsustainable, or even to the demise. The private small business Jieli Ya but take the brand development, to become China’s towel brand, and won the ”Top 500 Asian Brands“, ”China’s 500 most valuable brand honor. What is the road to brand development? What are the efforts in brand building? What is the gap between the enterprise vision of “Tree One Century Brand”? With these