The financial crisis that swept through Europe and the United States has turned into a winter of the global economy. China's textile and apparel industry, which relies heavily on export foundry business, has suffered a serious blow. However, some apparel companies that stick to the mainland market and adhere to the brand operation have avoided the cold The invasion. From January to August this year, sales of Viagra clothing increased by 31% and profits by 28%. The contrarian growth of VICUTU provided a worthwhile brand marketing case for Chinese companies. Wei Duo more differentiated positioning a brand story, often starting from a loud name. China's garment enterprises in the naming of the brand is no more than two: one is the localization, such as the Septwolves, the good news birds, Lee Lang, etc .; the other is international, such as AUTOSON, JEFEN, EXCEPTION ), Wei can be more (VICUTU) and so on. Into Viagra's storefront, consumers see is VICUTU English logo, the European model, stylish, slightly luxury shop, it is difficult to find any Chinese symbols. For men's suits this exotic, Victor can completely discard the local identification elements, with a fully international brand language to communicate with consumers, while with other domestic brands always keep a distance. Viagra today can achieve success in many high-end brands to grab and break through, and its differentiated positioning and bold branding are inseparable. Of course, this is not the only place where Viagra remains committed. It is another unique and unique feature of Viagra which is independently developed, produced and sold in only the first and second tier core cities. All along, the domestic market awareness of men's brand is still in the development stage, the primary consideration of consumers to buy clothing is still a single product, rather than the brand style and personality, so many garment enterprises, in business, often choose short-term returns, At the expense of brand independence, has taken a fully market-oriented product strategy. Viagra has always insisted on doing the brand, adhere to their own business model. Wei Chang, general manager of Viagra brand owners, said Cai Changxian: "The brand must have a position.No matter the product, the image or the channel, there must be a consistent strategy, Viagra is not what to sell what to do, where Many people business is good, where the shop, there must be a choice to be positioned, otherwise it can not shape the corporate brand personality.Factors consumers to buy clothing in the future is more of a factor in brand personality and brand life attitude, not just A certain product design. In the production, in order to ensure the independence and confidentiality of our product development, more than 10 years, Viagra has been insisting on using its own factory for the development of version of the process, and gradually formed its own brand style And it's hard to be imitated by rivals. "Viagra is the first brand from Wakefield and GORNIA, the second, more upscale, men's brand, also uses a differentiated approach. Grononica clothing material, quality can be comparable with the international brands, although the price is much higher than Viagra 30%, but compared with the price of the international brands a lot cheaper, Wicked companies in order to maintain their own Competitiveness. Localization of production outsourcing is the prevailing global business model, but Wei Ke Duo more "conservative" on this, based on Cai Changxian understanding of the localization of the business. Weike Du garment center in Beijing Daxing Industrial Development Zone, its production base in 2000 to invest in the construction. Weike company is not taking the light asset line, both its own production lines, there are outsourcing projects; Wyck is not a fast company, the business continued to grow but did not sharp expansion; stationed in the traditional industries, but also the first to achieve the ERP system Such information management, which is in the domestic apparel industry is rare. It is difficult to define which of Wakefield's developments belongs, but it is precisely this tradition of innovation that has enabled the steady localization of Viagra's brand. Channel construction Weike many companies in the first-tier cities abandoned to join the form, only direct sales stores. The advantages of joining operation is that it can rapidly expand the market, the disadvantage is that it may not be conducive to the long-term development of the brand. The benefits of self-management is conducive to the long-term development of the brand, to facilitate brand maintenance, make the brand more competitive, but the rapid expansion did not join fast. In the domestic apparel industry, many brands of channels to franchisees mainly under the circumstances, the establishment of Weike Duo soon, although at the time there is no precedent for success, but in 1997, Weike company resolutely opened in Shenyang, the first Outside the home outlets. A few years later, in the second and third tier cities, Wicked companies gradually adopted the form of joining. In 2007, 240 outlets nationwide brought sales of nearly 700 million yuan to the company, ranking among the best in China's high-end clothing market. R & D team Weike Duo personnel trained in the industry has enjoyed a high reputation. Cai Changxian believes that Weike Duo company has been a unique R & D team for many years, has a unique intellectual resources. Weike multi-company's intelligence team consists of three types of people, one is the fashion designer, is responsible for the grasp of fashion trends; second, technical staff, responsible for the idea of ​​a costume designer into reality; third, experienced operators , High-level production of clothing. This is a team that needs to work closely together. After many years of research and development team of Weike multi-purpose company, the brand creativity into the style design and version of the process, only consistent with the design of Viagra brand style, will enter the production line for mass production. Cai Changxian stressed that even better selling products, not Viagra style, they will not do it.