Brand is a kind of trust, it is a kind of following, it is a kind of consumption habit, it is a substantial overflow of product value to cost value. The brand carries the quality of the product and the company's culture and satisfies the consumers' emotional needs. In the apparel industry, the embodiment of the above characteristics of the brand can be described incisively and vividly.
The discussion on the brand - this eternal topic - will surely get on the "Tian Hong 2011 China Textile Market Forum" on October 19, 2011 with the theme of "Seeking New Market Paths - The World and China". continue.
However, after decades of development, Chinese clothing companies have accumulated a lot of experience and lessons in the creation and promotion of brands. Many companies have come out of their own unique brand development path and deserve attention.
The brand-new model makes every effort to play brand business channel innovation is a shortcut for brand promotion. In the direct chain clothing enterprises, brand is the adhesive of products and channels, and then create a trinity business model.
At present, the consumer market for menswear products is in a transitional period of change, and the consumption cycle has been shortened. At the same time, with the rise and prosperity of domestic self-owned brands, and the influx of foreign brands, the competition in the domestic men's clothing market has risen from low-level price competition to brand comprehensive strength competition.
How the cutting-edge menswear brand has made breakthroughs in the already fierce market, and took its place as one of the issues that must be considered by all cutting-edge companies entering the menswear industry. Ashidun from Jiangsu chose to brand through the new SPA business model. At present, this cutting-edge menswear brand has a minor reputation in East China.
Ashton men's brand center Tao Chen said that the combination of joining and self-employed channels is the marketing feature of Ashdot men's clothing. The traditional mode of joining will be difficult to implement due to the relationship of interests, and the market is very easy to implement. With fluctuations, the market price system is also relatively easy to confuse, which is not conducive to the overall development of the brand.
“Ashidun broke through the traditional franchise model and established a uniform operating rule for all stores. Whether it is in operations management or commodity pricing, it is different from the traditional franchise model.†Chen Tao explained that in the operation management On the other hand, store managers and sales staff are recruited, trained, hired, and managed by Ashton headquarters. They often organize supervision and training personnel to track and manage; in terms of commodity prices, the country implements a unified retail price, and in case of promotional activities, All shops stay at the same pace.
Although they are franchisees, the stores are all direct operations. In other words, franchisees are only funded, and the rest is given to Ashidun. The franchisee receives a text message every day and receives a message every month. Financial Statements. Chen Tao is familiar with this model because he owns a franchise with a return rate of around 30%.
Ashi Dayun calls this model the SPA model, which is a professional seller of self-owned brand clothing, characterized by "fast" victory. Under this model, on the one hand, group orders are produced under unified product planning to obtain the lowest pricing, and on the other hand, the agency system is eliminated, and direct delivery to terminal sales is achieved through the information management from the headquarters, without any intermediate links. The absolute advantage of commodity prices.
In the establishment of directly-owned franchise stores, Ashton will not take the wide-spread and old-fashioned path. Instead, it will adopt a mode of “focusing on areas, focusing on products, focusing on customers, and key breakthroughs.†“If we want to enter a region, we will Dozens of stores are opened within the company and brand awareness will soon be established in the short term, said Chen Tao.
In the past few years, under the unified operation mode of the company's unified control, Ashton quickly realized the rapid and robust standardization of chain operations, brand efficiency, and direct management stores, and it has rapidly grown to several hundred in just a few years. A vivid epitome of the transition of the new and independent brands in the garment industry in Jiangsu.
Pushing the brand together online and offline When the conflict between online sales and offline sales is inevitable, it is wise to sit down and draw a clear line of interest between them. Promotion.
In the denim fabric industry, no one does not know black peony. As the earliest leading manufacturer of denim fabrics in China, Black Peony has a history of 70 years. Black Peony's main business is the production of jeans, of course, for some well-known jeans brand OEM.
“In honor of the denim fabrics, the most valuable honor actually comes from the reputation of the industry. In the process of communicating with many design companies, they only hear that they are from black peony and they all turn their thumbs. When we say proofing, we will formulate black peony. This kind of industry-recognized reputation is our greatest honor.†Li Donglin, general manager of Black Peony International Fashion Co., Ltd. said.
However, let Li Donglin speechless is that when he really entered the field of jeans, he reluctantly discovered that in the category of jeans with a vast market, up to now there is not even one of the Chinese's own real first brand. In this context, Black Peony launched its own jeans brand - ERQ.
And ERQ is the most different from other brands in terms of brand building. It is the combination of online and offline collaboration and promotion. Li Donglin admitted that the M2C model is not the original creation of Black Peony, but at least in the apparel industry and black jeans in the field of jeans is the first to practice. The meaning of M2C is directly from the factory to the end consumer, omitting many intermediate links, or passing the quality and service directly to consumers.
In Li Donglin's view, a real problem is that there is a contradiction between the traditional clothing distributor and the clothing brand merchant that is not commensurable with e-commerce. “How do you say this? That is, traditional clothing dealers are very against the brand business directly to e-commerce, or to empower others to conduct e-commerce, because this is a division of interests.†Li Donglin said, often a situation occurs Brand consumers went to his shop to try on, and then do not buy, record down the number to the Internet to buy, because the online operating costs are low, there is no shop rent, there is no lot of miscellaneous expenses, so the price positioning is very low.
The breakthrough in this difficult point is the innovation of Black Peony. Li Donglin said that Black Peony is the first company in the industry to do so. What exactly does Black Peony do? Before answering this question, Li Donglin emphasized that the basis for setting this model is that Black Peony is a brand merchant and it is a brand.
“Our model is to do online and offline interactive mode. In reality, all ERQ stores form a realistic network. At the same time, this real network will promote Internet sales in the Internet during operations. , Even small ticket will appear ERQ.COM this site, this is an online promotion." Li Donglin said that when the customer visits the site, the company will match some information, such as determining that the customer comes from Hangzhou, the company will tell him in Hangzhou Each building has an ERQ physical store. When this information tells consumers, they have some knowledge of geographical points when they shop, so this promotion is online and offline interaction.
Next is the interaction of sales, and the interaction of sales is the core of the entire module. Under the traditional model, consumers buy jeans online. The general practice is to ship them from the warehouse to the consumers. This result leads to slow time, high shipping costs, and dealers will have to resist this. The model is delivered directly to the nearest distributor or the nearest physical store based on the address delivered by the consumer. At the same time, the company’s difference from the value-added part of the brand to the value-added part of the retail value is given to the distributor. When the distributor sends the goods for the customer, the company thinks that the goods are sold by the dealer, which defines the online and offline. At the same time, the interests of the border, to do a good interactive online and offline, and promote the brand's promotion.
ERQ not only has established its own marketing platform online, it is ERQ. COM, meanwhile, also establishes an online sales position on a third-party platform. At the same time ERQ is also a traditional clothing brand, so the channel under the online construction also take the traditional route, such as the regional agency system, the dealer's affiliate system, some supermarkets, some stores and so on the network construction. At present, ERQ has established a wealth of online sales platform, while the offline stores have also broken through 200.
The discussion on the brand - this eternal topic - will surely get on the "Tian Hong 2011 China Textile Market Forum" on October 19, 2011 with the theme of "Seeking New Market Paths - The World and China". continue.
However, after decades of development, Chinese clothing companies have accumulated a lot of experience and lessons in the creation and promotion of brands. Many companies have come out of their own unique brand development path and deserve attention.
The brand-new model makes every effort to play brand business channel innovation is a shortcut for brand promotion. In the direct chain clothing enterprises, brand is the adhesive of products and channels, and then create a trinity business model.
At present, the consumer market for menswear products is in a transitional period of change, and the consumption cycle has been shortened. At the same time, with the rise and prosperity of domestic self-owned brands, and the influx of foreign brands, the competition in the domestic men's clothing market has risen from low-level price competition to brand comprehensive strength competition.
How the cutting-edge menswear brand has made breakthroughs in the already fierce market, and took its place as one of the issues that must be considered by all cutting-edge companies entering the menswear industry. Ashidun from Jiangsu chose to brand through the new SPA business model. At present, this cutting-edge menswear brand has a minor reputation in East China.
Ashton men's brand center Tao Chen said that the combination of joining and self-employed channels is the marketing feature of Ashdot men's clothing. The traditional mode of joining will be difficult to implement due to the relationship of interests, and the market is very easy to implement. With fluctuations, the market price system is also relatively easy to confuse, which is not conducive to the overall development of the brand.
“Ashidun broke through the traditional franchise model and established a uniform operating rule for all stores. Whether it is in operations management or commodity pricing, it is different from the traditional franchise model.†Chen Tao explained that in the operation management On the other hand, store managers and sales staff are recruited, trained, hired, and managed by Ashton headquarters. They often organize supervision and training personnel to track and manage; in terms of commodity prices, the country implements a unified retail price, and in case of promotional activities, All shops stay at the same pace.
Although they are franchisees, the stores are all direct operations. In other words, franchisees are only funded, and the rest is given to Ashidun. The franchisee receives a text message every day and receives a message every month. Financial Statements. Chen Tao is familiar with this model because he owns a franchise with a return rate of around 30%.
Ashi Dayun calls this model the SPA model, which is a professional seller of self-owned brand clothing, characterized by "fast" victory. Under this model, on the one hand, group orders are produced under unified product planning to obtain the lowest pricing, and on the other hand, the agency system is eliminated, and direct delivery to terminal sales is achieved through the information management from the headquarters, without any intermediate links. The absolute advantage of commodity prices.
In the establishment of directly-owned franchise stores, Ashton will not take the wide-spread and old-fashioned path. Instead, it will adopt a mode of “focusing on areas, focusing on products, focusing on customers, and key breakthroughs.†“If we want to enter a region, we will Dozens of stores are opened within the company and brand awareness will soon be established in the short term, said Chen Tao.
In the past few years, under the unified operation mode of the company's unified control, Ashton quickly realized the rapid and robust standardization of chain operations, brand efficiency, and direct management stores, and it has rapidly grown to several hundred in just a few years. A vivid epitome of the transition of the new and independent brands in the garment industry in Jiangsu.
Pushing the brand together online and offline When the conflict between online sales and offline sales is inevitable, it is wise to sit down and draw a clear line of interest between them. Promotion.
In the denim fabric industry, no one does not know black peony. As the earliest leading manufacturer of denim fabrics in China, Black Peony has a history of 70 years. Black Peony's main business is the production of jeans, of course, for some well-known jeans brand OEM.
“In honor of the denim fabrics, the most valuable honor actually comes from the reputation of the industry. In the process of communicating with many design companies, they only hear that they are from black peony and they all turn their thumbs. When we say proofing, we will formulate black peony. This kind of industry-recognized reputation is our greatest honor.†Li Donglin, general manager of Black Peony International Fashion Co., Ltd. said.
However, let Li Donglin speechless is that when he really entered the field of jeans, he reluctantly discovered that in the category of jeans with a vast market, up to now there is not even one of the Chinese's own real first brand. In this context, Black Peony launched its own jeans brand - ERQ.
And ERQ is the most different from other brands in terms of brand building. It is the combination of online and offline collaboration and promotion. Li Donglin admitted that the M2C model is not the original creation of Black Peony, but at least in the apparel industry and black jeans in the field of jeans is the first to practice. The meaning of M2C is directly from the factory to the end consumer, omitting many intermediate links, or passing the quality and service directly to consumers.
In Li Donglin's view, a real problem is that there is a contradiction between the traditional clothing distributor and the clothing brand merchant that is not commensurable with e-commerce. “How do you say this? That is, traditional clothing dealers are very against the brand business directly to e-commerce, or to empower others to conduct e-commerce, because this is a division of interests.†Li Donglin said, often a situation occurs Brand consumers went to his shop to try on, and then do not buy, record down the number to the Internet to buy, because the online operating costs are low, there is no shop rent, there is no lot of miscellaneous expenses, so the price positioning is very low.
The breakthrough in this difficult point is the innovation of Black Peony. Li Donglin said that Black Peony is the first company in the industry to do so. What exactly does Black Peony do? Before answering this question, Li Donglin emphasized that the basis for setting this model is that Black Peony is a brand merchant and it is a brand.
“Our model is to do online and offline interactive mode. In reality, all ERQ stores form a realistic network. At the same time, this real network will promote Internet sales in the Internet during operations. , Even small ticket will appear ERQ.COM this site, this is an online promotion." Li Donglin said that when the customer visits the site, the company will match some information, such as determining that the customer comes from Hangzhou, the company will tell him in Hangzhou Each building has an ERQ physical store. When this information tells consumers, they have some knowledge of geographical points when they shop, so this promotion is online and offline interaction.
Next is the interaction of sales, and the interaction of sales is the core of the entire module. Under the traditional model, consumers buy jeans online. The general practice is to ship them from the warehouse to the consumers. This result leads to slow time, high shipping costs, and dealers will have to resist this. The model is delivered directly to the nearest distributor or the nearest physical store based on the address delivered by the consumer. At the same time, the company’s difference from the value-added part of the brand to the value-added part of the retail value is given to the distributor. When the distributor sends the goods for the customer, the company thinks that the goods are sold by the dealer, which defines the online and offline. At the same time, the interests of the border, to do a good interactive online and offline, and promote the brand's promotion.
ERQ not only has established its own marketing platform online, it is ERQ. COM, meanwhile, also establishes an online sales position on a third-party platform. At the same time ERQ is also a traditional clothing brand, so the channel under the online construction also take the traditional route, such as the regional agency system, the dealer's affiliate system, some supermarkets, some stores and so on the network construction. At present, ERQ has established a wealth of online sales platform, while the offline stores have also broken through 200.
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