MISOKA___米索卡
适合现代女性全天候需要
项目背景：
上海申达（集团）有限公司现有总资产54.8亿元，净资产12.5亿元，2002年实现销售54.55亿元，利润总额1.18亿元，是上海纺织系统大型企业集团，申达集团经过几年的调整和发展，目前已被列入全国工业企业520强和国家经贸委33户重点扶持的企业集团之一。集团以纺织品制造和进出口贸易为主要经营业务，主要生产品种有高支纱线，高密织物，精细特阔印染，精纺呢绒，各类服装等中高档传统纺织品和以无纺布，土工布，过滤布，筛网，造纸网毯等为主的产业和汽车地毯，汽车内饰用纺织品及各类线，带，绳等。
Background of the project:
Shanghai Shenda (Group) Ltd. has total assets of 5.48 billion yuan, net assets of 1.25 billion yuan, in 2002 achieved sales of 5,455 million yuan, total profit of 118 million yuan, is large enterprise groups of Shanghai textile system. Shenda group after several years of adjustment and development, has been included in the national top 520 Industrial enterprises and the State Economic and Trade Committee of 33 households key support one of the enterprise groups. Group in textile manufacturing and import and export trade as the main business, the main production varieties have high count yarn, high density fabrics, fine wide printing and dyeing, worsted fabrics, all kinds of clothing and other high-grade traditional textiles and with non-woven cloth, geotextile, filter cloth, screen, papermaking blanket mainly industrial and automotive carpets, textiles and all kinds of wire, with automotive interior, rope etc..
面临挑战：
服装市场当前已经进入一个竞争异常激烈的格局。市场价格趋向平稳下降，市场竞争走向涵盖品牌、质量、服务的综合实力的竞争，单纯依靠价格竞争的厂商趋向微利。当前市场利润率差异显著，能够获得高利润率的公司大多是综合实力的体现，而微利或亏损公司的降价能力不足。
经过近几年的调整，中国服装产业已经有了一定的改观：出现了逐渐做强做大的企业，竞争更加激烈。国内品牌普遍缺乏文化认同，品牌文化认同一定要与其它方面进行同步发展，缺乏对品牌认同性的认知，销量也就无从谈起。
Facing the challenge:
The clothing market has entered an intense competition pattern. The market price trend is steady decline, the market competition to brand, quality, comprehensive strength includes service competition, relying solely on price competition firms tend to profit. The current market profit rate significantly, can get high profit rate companies mostly is the embodiment of comprehensive strength, and low profit or loss companies reduction ability is insufficient.
After the adjustment in recent years, Chinese clothing industry has had certain change: appeared gradually become bigger and stronger enterprises, competition is more intense. Domestic brands generally lack of cultural identity, brand cultural identity must be synchronous development and other aspects, the lack of brand identity cognition, sales will be out of the question.
解决方案：
先知团队为申达新品牌命名为MISOKA米索卡，定位于25岁至35岁之间，拥有中高收入的时尚白领阶层女性。MISOKA品牌秉持年轻、活泼、时尚、自信的理念，游刃于简约与繁复；张扬与保守之间，在经典的轮廓中加入当下最摩登的细节，迎合了现代女性全天候的需要。在现代都市快节奏的生活中，女性需要一种积极、明确的生活态度，对于时尚尤其如此，MISOKA代表的是现代年轻女孩所具有的一种对时尚高度自信的态度，活泼中带有一些优雅。而在本季度系列中，MISOKA 致力于展现出女性自我意识的觉醒以及对品质、个性的极致追求，完美的诠释了现代社会中的年轻女性时尚态度。
The solution:
Wevin named its new brand as MISOKA Misuoka, positioning between 25 years old to 35 years old, with high-income white-collar female fashion. MISOKA brand uphold the young, lively, fashion, self-confidence of the idea, the maneuver in simple and complex; between spread and conservative, join the present the most modern details in the classical contour, cater to the needs of modern women all-weather. In the modern metropolis quick rhythm life, women need a positive, clear attitude to life, especially for fashion, MISOKA represents a modern young girl has a highly confident of fashion attitude, lively with some grace. In this quarterly series, MISOKA is dedicated to showing the awakening of female self-consciousness and the acme of quality, the pursuit of personality, the perfect interpretation of the young women's fashion attitude in modern society.
