| Brand Management |
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We have placed and will continue to place emphasis on building our brand image. We believe that brand image plays a vital role in our target consumers’ buying decisions and therefore the success of our business. We plan to promote greater awareness of our ERATAT brand and products through various means such as increased marketing activities. We also intend to continue to emphasis on providing high quality products to our consumers as we believe it is a key factor in establishing our ERATAT brand as well as the reputation of our Group. Zest & Life ("品位• 生活")
Furthermore, we believe that our association with Wang Lee Hom, a well-known and popular international artiste, who has been our ERATAT brand ambassador since 2002, provides us with significant brand exposure and increases the appeal of our products among our target consumers. As a testament to the popularity and market recognition of our ERATAT brand, our business success and enterprise quality, we have received several awards and accreditations. Awards & Accolades
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Since the establishment of our brand ERATAT in 1998, our Group has focused on establishing and enhancing our brand to achieve market recognition for our products as quality products.
To distinguish our ERATAT products from our competitors, we have developed our products based on the concept of “Zest & Life” ("品位• 生活"). This concept was conceived with the aim of reaching out to the growing urban population in the PRC, especially the second and third-tier cities. We believe consumption growth in the second and third-tier cities is expected to outpace that of the rest of the PRC. This group of consumers are attracted not only by the latest fashion but also in search of quality casual wear. Thus, we have positioned our ERATAT brand as good value, trendy and fashionable in order to capture this target market.
