Research On Brand Strategy Of ZBBE Group

China is the world’s largest leather manufacturing country, is also a big consumer of leather goods, leather goods brand is not big. In recent years, foreign brands occupy a dominant position in the domestic high-grade leather market, and to obtain high profits, the opposite is China’s leather enterprises are unknown to the public or to act as a OEM to earn meager profits, or is difficult to hold has been gradually to carve up the market share. In fact, as the foreign trade processing enterprises, because of years of foreign OEM production experience, Chinese leather products is not lack of quality, but the brand management experience. Want to develop, Chinese leather enterprises must create their own competitive products, to create their own brand. The quality of the products Chinese leather enterprises is be obvious to people, and the years of foreign OEM production experience, it is the lack of brand and brand strategy. As the processing enterprises, China leather enterprise wants to obtain the considerable development, must be re thought of enterprise development strategy, create their own brand, independent brand development road.ZBBE group is a large enterprise groups in a production of high-end leather and leather products series, production products crossing in high-grade leather furniture leather,car leather cushion and high-grade leather sofa, bags, footwear, edible gelatin and other fields, production capacity ranks the second. Venture since 1954, the ZBBE group has gone through 59 years, precipitation in more than half a century of operation, its production technology, and comprehensive strength has been rarely as. To do domestic market, take the road of independent brand has been the strategic planning of ZBBE group’s senior.ZBBE group export trade has been to do high-end market, from the production process and the integration of resources have a strong base.In the current world economic situation, the competition between the leather industry is more and more strong, the difficulties faced by the enterprises is becoming more and more serious, and the technology gap between the products is more and more small, in this context, more and more enterprises realize that the brand intangible assets for enterprises,many enterprises began to to develop brand strategy, create their own brand. As a private enterprise ZBBE group leather must seriously study the corporate brand strategy, brand image, to improve market share, to increase the core competitiveness of enterprises, the only way to get rid of, only to earn foreign OEM and low labor cost chains, enterprises can regain vitality.In this paper, in ZBBE group the macroscopic environment, industry environment,SWOT on the basis of the analysis, combined with the market, the enterprise strategic target and other factors, the brand construction problem in ZBBE group, in the study of the brand vision, re brand positioning, the brand strategy and refine the core brand the value of.Finally, for the implementation of system of brand strategy, brand management and maintenance, security measures for the implementation of the strategy.