The Extension Of Nanshan Costumes From Textile Industry To Clothing Brand

The successful acquisition of Italy menswear brand BETENLY with NatsunHoldingsLTD has been listed on the London Stock Exchange at the end of last year. Nanshan dress has entered a new stage from the textile industry to the clothing brand extension.

NatsunHoldingsLTD owns NatsunAustraliaLTD, Nanshan textile garments, Bettany industries, Bowen costumes, sakent textile garments and other enterprises. It has the most modern high-end clothing production base in China and the largest production base of worsted fabrics in the world.

After more than 20 years of development, the textile and garment sector has introduced the advanced foreign equipment, technology and talents from the initial simple woollen processing industry, and has made the leading worsted brand in China and the world. At the same time, it attaches great importance to the close cooperation with the foreign advantageous enterprises, such as Japan's clothing company, the European second garment manufacturing and sales company Berwin& Berwin, and so on, and has purchased exclusive ranches in New Zealand and Australia, and has built a perfect "ranch wool fabric ready-made garment" industrial chain, which operates as a background, not only has the advantage of productivity, but also can establish the differentiation of products from the source of the design -- fabric development, and integrate the advantages of the industrial chain through the integration of the enterprises, so that the brand can lead the starting line. Nanshan Group is a national large enterprise group with the top 500 ranks of Chinese enterprises.

NatsunHoldingsLTD's BETENLY is Italy's excellent menswear brand.

It was founded by PAULBETENLY (Paul Bettany) in 1981.

Its products adhere to exquisite workmanship and perfect details, and win by refinement and introvertion.

After BETENLY entered China, it continued its consistent style and system, and made a clearer description and fine-tuning of the operation of the Chinese market.

If we define the 28 year old -45 year old business elite and business upstart as the core audience, we should advocate "fashion business" as the "advocate of fashion business" as the "advocate of fashion business".

In operation, BETENLY (China) emphasizes the importance of landing and system power. With the help of Chinese local professional organizations, it has combed out the brand positioning recognition system based on the brand positioning of "fashion business", refined and elegant products, and simple atmosphere store space, and established an operation system which is more in line with the national conditions. The product mode, brand promotion mode, channel mode and market operation mode that are more suitable for the Chinese market have been worked out, so that the three carriages of product, marketing and management can be driven synchronously.

At the same time, we further improved the retail support system: including standardized image, sound manual system, multi frequency training support, etc., to ensure duplication of profitable stores, and attach great importance to the introduction of brand, marketing, terminal and other advisory team as an auxiliary system, and improve the system strength.

On the channel, the strategy of channel winning is introduced: for the advanced customization mode, the project or regional cooperation mode is adopted to promote the accurate marketing of landing; in view of the retail format, the key marketing "deep marketing" strategy is implemented, and the brand influence is rapidly established in different regions to help distributors rapidly expand outlets and digest products.

In addition, according to the product style, price band, core consumer group and other factors, delineation of suitable business district (shopping malls and street shops), the implementation of the "business circle" strategy, so that each shop is scientifically siting, rational layout, to ensure the success rate of stores.

Besides, we should implement satisfactory retail support services including satisfactory profit margins, standardized image systems, sound manual tutoring, and multi frequency training supervision, so as to ensure duplication of profitable stores.

According to authoritative figures, BETENLY (China), with its brand strength as a huge capacity advantage, integrates the advantages of industry, brand, operation and capital well. It is an excellent strategy to make full use of existing resources and explore the market space of men's clothing.