Before the men's clothing enterprise is being in the promotion advancement the huge opportunity and the challenge, follows the global economic integration depth advancement, among them,（Related Articlesgifts for kids A major suit participates the commo）, will perhaps produce the new flag
The Chinese men's clothing undergoes near 20 year fast development, is marching into industrial reforming and the promotion crucial phase. But since 2008, the domestic and foreign all sorts of disadvantage factor's superimposition, has caused including men's clothing's Chinese Clothing Enterprise's living environment to be more stern, will be in the promotion advancement the men's clothing enterprise to face a bigger opportunity and the challenge. But follows the global economic integration depth advancement, among them, will perhaps produce the new flag.
Seven wolves: Takes own internationalization route
Zhou Shao male have wanted to make seven wolves Chinese POLO, and inquired about that belongs to own internationalization route.
on March 31, 2008, in the Chinese international clothing week, ferments 3 year long time brand-new international designer brand to emerge the water surface. French designer Daniel , law Ruite and seven wolf cooperation SEPTWOLVES brand official foreign issue.
This is in a seven wolf history significant strategic plan. Zhou Shaoxiong said. Some investigations showed that along with the Chinese Clothing Enterprise and the overseas brand in the design, the production, marketing domain cooperation's expansion, had more than 500 international clothing brands to enter the Chinese market at present by the possession production form. Besides domestic one, between two brand mutual competitions, the overseas two brands have formed a bigger threat.
Moreover, with in the Fujian Jinjiang's other men's clothing brand is also seven wolf's worry. For instance the development momentum very fierce vigor tyrant, its 2007 year gentleman jacket sales volume already surpassed seven wolves. But vigor tyrant has carried out the special permission since 2000, has set up more than 3000 image unified brand exclusive agency in the nation.
Zhou Shaoxiong indicated that the speaking of seven wolf's brand strategies, SEPTWOLVES is a Chinese international brand, the brand developmental strategy is explicit: What aims is outside China's new market, namely Europe, Southeast Asia as well as Americas.
It is reported that this brand locates in the high-end route, locates the goal consumer in 25 year old of - 45 year-old between social outstanding person expends the community, satisfies these new customers regarding the clothing personal status individuality demand. On the channel, the new brand will also differentiate .SEPTWOLVE with seven wolf former products mainly to enter and be stationed in a general merchandise, the part moves into seven wolf large amount of money making the life hall, terminals and so on large-scale flagship shop.
Before this, also has the overseas company to act seven wolf's brands to overseas to go, but has been rejected by Zhou Shaoxiong, he thought is not time.
Now, in a sense, the designer brand's growth strength is and the international trail connection one kind of performance. At the same time, it will also become analyzes the Chinese clothing market mature degree a target. Zhou Shaoxiong expressed.
He believed that promotes unceasingly along with the international fashionable clothing domain market competition intense degree, more and more people realize, set up the world depending on the sole brand the time already to pass. Many legs walk, the multi-brand three-dimensional development had already become the Chinese Clothing Enterprise's one kind of mutual recognition. Along with new brand's joined, the powerful atonement seven wolf's in gentleman commerce fashion this high-end market blanks, will cause seven wolf's lamination localizations to be clear, the multiplex developmental strategy is getting more and more clear. He said.
But he also indicated that this designer brand only then just started now, future development will be very explicit, is and the international clothing stage connects rails 0.7 wolf companies according to the overseas colleague the development experience as well as present's development momentum, will further increase this designer brand gold content, will move toward the international market gradually.
Some professionals believed that SEPTWOLVE extrusion is in a seven wolf history significant strategic plan, it will possibly become seven wolves to step out the internationalization route's important step.
SEPTWOLVE should be possible to regard as in seven wolf multi-brand three-dimensional development layout important one step the chess, is also one of corporate growth driving influences. Before then, the company has formed seven wolf red signs, the green sign, the blue sign and so on many series, have covered the gentleman commerce, the leisure, domains and so on cowboy.
Another driving influence, then has held the very important position channel strategy in seven wolves, this is also the substantial clause which the company performance grows. But in addition, improved the channel operation quality also already to become the work which an item of company took seriously. The company already completed at present with between 500 about core alliance business real-time data docking, and plans in this year completes with all business agents and between alliance business ERP system docking. Simultaneously the company is also carrying on channel's flattening construction, the plan reduces the channel level gradually, simultaneously encourages the business agent to open the straight camp shop, realizes the channel operating efficiency promotion. The analyst believed that through will establish the multi-level marketing channels,unique baby gift ideas, the company will enhance further brand the influence and the channel operation quality, simultaneously will impel the sales revenue and the profit ultra anticipated growth.
Actually the multi-brands, the internationalization enterprise strategy goal, is not rarely seen in the Chinese men's clothing domain, Shanshan is the master. However what is different with Shanshan, Zhou Shao male not generation of logos Ruite in Europe's brand, but holds the innate brand not to drop.
Certainly, moves toward the high-end to be easier said than done, but, relies on the abundant financial resource, many year brand's operation managements, stress the pattern which tightly the independent brand the procedure and the brand management + channel manages, this trend road's of high-end seven wolves, obtained a bigger confidence.
Wyke are many: The upscale men's clothing's road of choices
Confident should also include Wyke to be many. Under the global economic cold winter, insists the inland market, insisted that the brand operation Beijing Wyke multi-clothing company, has actually avoided the cold current attack. Last January to August, the company sales volume rose 31%, the profit grows 28%, the counter potential grew for the Chinese Men's clothing Enterprise has provided the brand marketing case which was worth pondering.
Regarding western-style clothing this kind of imported product, with seven wolves, Shanshan is different, the prestige might many discard the localilzation to distinguish the element thoroughly. Enters the prestige to be possible many shop fronts, the consumer saw what is English marks VICUTU and Europe's model image, the design fashion, slightly obviously in the luxurious shop, very difficult to find any Chinese mark, the company communicates with one kind of complete internationalization brand language and the consumer.
Certainly, the image westernizes is not the place which the prestige may many insist only, researches and develops the production independently, and only in one, two core city sale's business model,girls clothes, is throughout the prestige may many another unique originalities.
Since, the domestic market also has been at the development phase to the men's clothing brand's cognition, the consumer purchases the clothing most important consideration still has been the sole product, but is not the brand style and the individuality, therefore many clothing enterprises, have often chosen the short-term repayment in the management, has sacrificed the brand independence, adopts completely the marketability product strategy. But the prestige may many insist to make the brand, insists own business model. Company General Manager Cai Changxian said: The brand must certainly have the localization. No matter is the product, the image or the channel, can have the consistent strategy, which the prestige may many not be the product good sell make, where person multi-business are good, opens a shop in where, must locate certainly must have the choices, otherwise is unable to mold the enterprise brand individuality. In the future those who will affect the consumer to purchase clothing's factor to be more will be the brand individuality and the brand represents the life manner, not only but some model of product design. In production, to guarantee that our product research and development the independence and the secrecy, for several years, the prestige may many insist uses own factory to carry on the version craft the research and development, has formed oneself brand style gradually, moreover very difficultly by match imitation.
But company another more high-end brand Geluo Niya (GORNIA) similarly has used the variation locate mode. The Geluo Niya price may be higher than about much 30% compared to the prestige, the company maintains own competitive power by this.
Is different with the indiscriminate westernization image, in the production operation, regarding the outsourcing which is in vogue, the hypothesized management, the company actually has maintained relative conservative, this based on Cai Chang virtuous to enterprise localilzation understanding.
Wyke walks is not the light property route, emphasizes own production line. Company's production base located at Beijing energetically, invested the construction in 2000, and had a prestige high intelligence team. This intelligence team is composed of three kind of people, including the designer, the technical personnel and the experienced operators, is the team which needs to coordinate closely. The research and development team undergoes many year wearing, melts the brand creativity in the design design and the version craft, only then conforms to the prestige to be possible the multi-brand style design, only will then enter the production line volume production. Cai Changxian stressed that good sells again the product, is not the prestige may many styles, will not go to do; But in the channel construction, the company in an urban rejection alliance form, only opens the straight camp shop, but will ally the shop layout in two, three cities. Looks like in the company, the core city's straight camp shop layout, is advantageous for the brand maintenance, in order to help brand long-term development.
At the same time, the company is not the quick company,kids costumes, the service sustained growth but not suddenly expansion, but builds the foundation from the interior. First, Wyke has built the quite perfect organization frame and the structure. Next, the company has established take the study as the central human resources strategy, may optimize the human resources for the growth in prestige. And has established the Wyke multi-enterprise business school with the university cooperation, borrows the exterior resources to carry on the talented person echelon to construct. Finally, the company does not discard own production line throughout, develops the version independently only for own brand production clothing, may also control the cost, guarantees the product variation, also has the market quick reaction capability, may momentarily organize according to the market demand to produce.
Has on the high-end road takes has the shed, caused Wyke many first to guarantee the product high-end image and the quality. After this, the company works hard in the terminal management and the marketing.
The company discovered that near 2-3 years, the Chinese clothing market shift is very big, the consumer not only dares to put on, will put on, even if some products the price will be high, the consumer can also accept. Because has opened the numerous straight camp shops in the land, the prestige may many be possible to make the response to the consumer demand, the dress designing and the market demand maintains a synchronization rapidly, promotes the new product unceasingly. When each quarter product development, the company lets the consumer participation expresses the opinion; After the clothing sample promotes, invites the member to try on, invites their review; Let the straight camp shop the sales personnels and the dress designer carry on the exchange discussion, from consumer's angular adjustment product design mentality; After comprehensive all quarters opinion, the company will form an overall design plan, will push to finally the clothing product the market.
But in the product pushes to the market in the process, for 13 years, the prestige may many not appoint any domestic star, this appears some in addition kinds in the filthy rich men's clothing enterprise. Regarding this, Cai Chang the virtuous reply is: The star speaks on another's behalf can help the brand fast establishment popularity truly, but the star will speak on another's behalf will also limit the brand the development, simultaneously, star's negative news will also cause the damage to the brand. But the prestige may many not use inland star, is also precisely stemming from the brand strategy consideration, we hoped that portrays an even more internationalize brand image, but not only limits to the native place.
Such propaganda result is Cai Changxian wants. After the market survey, the consumer already gradually formed to the prestige may the multi-high-end brand, the high-end localization cognition. But the prestige may many marketing dissemination effect, not be depends upon the investment magnanimous promotion expenses to come, the company uses in the expense which disseminates to sales volume 3%. this also not letting the prestige every year be possible multi-every year to have more expenses to invest into the research and development production and the terminal construction, further promotes the product and the brand competitive power.
Looks like in Cai Changxian, only then long-term dedicated, innovates unceasingly, only then may open one for the brand to manage continually, the steady win's path 0.1 high-quality ready-made clothing brand is not may construct depending on the promotion, but unceasingly accumulates in the marketing process forms. High-end product sale, is also not may draw depending on the advertisement and the public relations, the product exhibition, the shop environment, marketing work and so on service quality are playing the vital role similarly, he said that the high-quality ready-made clothing brand is must accumulate thick sends thinly. Along with the market shift, enterprise's marketing idea should also differ from, handles the different matter in the different period, is most important.
Which one kind of pattern is actually very difficult to limit Wyke many development to belong to, but is road which of exactly the choices in this tradition innovates, the achievement prestige has been possible many steady development.
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