Research On Chinese Zipper Industry Competitiveness

Brand equity building has been well known in developed countries, there are a lot of successful cases. However, for Chinese enterprises, especially for those who are in the manufacturing base, it sounds unreachable and there is uncertainty investment.Chinese zipper industry got some achievements after thirty years development, production scale reached to world’s number one, and also the number one of zipper export volume. Although China has ranked the world’s largest zipper production country, but they concentrated on the low-end market, product homogeneity problem, and no Chinese named zipper brand in the worldwide market. So, zipper brand equity building is critical problem for Chinese zipper business growth.In contrast, In the late 1800’s, and for decades throughout the 20 th & 21 st century the Talon brand and zipper has remained one of the most recognized quality brands in apparel industry. Throughout the 120 years company history, while the corporate ownership of Talon may have changed, the company’s dedication to development of superior quality products has remained unchanged. Talon manufactures and distributes quality zippers that delivery superior service and value. At the same time, we can noticed that Talon have tried hard to granted pattern or trademarks its new success. Talon put effect on developing brand portfolio and positive brand image and brand-added value.In this report, I take Talon zipper brand equity building history and the successful experiences as the examples to compared, I strive to find out a solution for improving Chinese zipper industry competitiveness.