With the financial tsunami in the world, the global economy is gradually slowing down. The manufacturing economy in China is also hit hard. Textile and apparel industry in particular, many in the industry think that the year 2009 is the winter of the apparel industry. Clothing brand will be automatically cleaned. Faced with such a harsh market environment, how to cope with the crisis caused by the apparel market shrinking market: Is the implementation of shrinking marketing strategy? Or in the downturn in the market "crisis in the machine" seize the opportunity to play a new world? With this question, we interviewed the benchmarking brand in China's jeans industry - Wei Peng. Hope that "Wei Peng" some marketing strategies can give us a new inspiration! Brilliant twenty-four contained achievements Cowboy benchmarking brand registered in 1985, after 24 years of Wei-peng people's tireless efforts and development, Wei Peng achievements in the denim industry benchmarking brand status: for 13 consecutive years in the domestic market share of the first , Enjoy the "Chinese jealous king" in the world. In view of this, in order to guide the healthy development of the cowboy industry, China National Garment Designers Association has been selected by a number of domestic brands to select "Wei Peng" and transform "Wei Peng" into the promotion of Chinese local cowboy culture Brand learning benchmarking experience, from 2003 onwards, so that "Wei Peng" on behalf of the Chinese denim industry every year to release fashion trends. This further laid the "Penpower" in the Chinese cowboy brand position. In the 24 years, along the way, Wei Peng made tremendous contribution to the Chinese cowboy industry and also demonstrated the demeanor of Wang Peng: releasing the trend of Chinese cowboy and leading the development direction of the Chinese cowboy industry; holding "China Cowboy Design Contest" , Tap cutting-edge designers in the industry to promote the training of industry professionals; introduced the industry classic WP1117 models, a classic version of Chinese denim, and the United States Levi's 501,606, LEE's 101,301 competing comparable. In the 24 years, along the way, Weipeng can be said to be a spectacular and brilliant one after another. It has not only won the leading brand of major commodities (denim) in national major shopping centers for many years in succession, but also won the favor of DuPont of the United States and contributed to the strategic cooperation between the two sides . Especially in the face of economic environment and market downturn in 2009, Weipeng vigorously implemented three major brands, marketing and product projects to enhance its ability to resist risks and economic crisis by changing its corporate strategy. Brand relocation, set off a new revolution in cowboy In 2008, the global financial crisis erupted, the global economy will subsequently enter a weak era, the unsteady foundation of China's textile and apparel bear the brunt of the difficulties. Data show that in 2008, China has hundreds of thousands of textile and garment enterprises closed down, many small and medium brands because of their own business strength, brand integration is not enough, have to withdraw from the market; have a strong brand to withstand the crisis well, for example Wei Peng, he has 24 years of brand influence, 24 years of brand operating system; strong self-employed, nearly 1,000 retail stores, and the strength of the Hengwei Group backing. However, in the face of the crisis swept over, how does Wei Peng continue to enhance its own ability? Weipeng helms Cen Yunhong chairman and his team in the brand strategy changes may give us some answers. In the past six months, Wei Peng made the following two tasks: "Research on the Chinese market and the research on the Chinese consumption ideology" with the help of a professional and authoritative research structure. The end of 2008, began to implement the brand "change" strategy, "change" as the re-positioning of the Wei-peng brand core ideas, Wei Peng implementation of brand engineering, brand upgrades. Wei Peng follow the "take the top, which, among them, under which," the brand shaping laws, based on scientific research, the brand re-positioning of the system, the consumer group as a "young middle-aged" , Because middle-aged people wear jeans, nothing more than two kinds of mentality, one is the mentality was very young, and the other is to hope that they look young. According to this consuming group's consumption ideology and combined with the trend of Chinese culture, Wei Peng proposed the brand positioning of "Weipeng Business Traveler Cowboy" and endeavored to build the culture of cowboy business in China. Wepeng's "travel" lightness on the product line "Business", to the current trend of life and leisure and fashion sports and leisure, business and leisure as an auxiliary; intended to convey to consumers a "living wonderful" brand culture and content; to consumers a comfortable and relaxed So that young middle-aged people can understand how to make choices in the face of various social and family responsibilities. Know how to choose, we must learn the trade-offs. Take loose and relax - Relaxed degree is the best life, know how to grasp the family life and social responsibility, know how to find their own coordinates in the family, society ... ... These are the "Wei Peng Business Traveler cowboy" want A way of life and attitude to the consumer base.