Fat Wife Clothing "Special Body Marketing" Is Successful.

Hebei fat lady Clothing Co., Ltd. is located in the downtown area of Shijiazhuang.

Entering the hall, a fashionable woman with a beautiful, lively and charming appearance is particularly attracting attention. This distinctive style reflects the unique management idea of the creator.

When he first saw the founder of "fat wife", Xu Haiqing, general manager of Hebei fat wife Clothing Co. Ltd., it was quite unexpected.

Xu Haiqing is not fat at all. What makes her become the founder and trademark holder of the "fat wife" brand?

In the mid and late 90s of last century, it was the upsurge of fashion brand formation in China. But in many fashion brands, it is difficult to find clothes that are fit for body fat women, let alone fashion.

At that time, Xu Haiqing, as a women's wear dealer, saw a great business opportunity from the traditional clothing brand and the public dress, and set up an enterprise specializing in the production of fashion clothes for special women, and also achieved Xu Haiqing's career.

After more than ten years of development, the "fat lady" has successfully established a franchise marketing system. It has set up more than 400 marketing outlets in more than 20 provinces and cities throughout the country from north to Heilongjiang Qigihar, South to Hainan Sanya, West to Xinjiang Urumqi, and east to Shandong Qingdao.

"Fat lady" has now become a large private clothing enterprise integrating design, production and sales, and specializing in making fashionable women with fat women.

The "fat wife" clothing has an annual output of about 3000000 pieces, with a sales income of more than 100 million yuan and a total profit of about 8000000 yuan.

Sales concept locks the role

From window art to lighting and model dynamic design, the ornament of small accessories brings elegant and gentle effect, and how to use visual impact to highlight the taste and beauty of clothing products.

On the first day of the launch of the new obesity conference in Hebei, instead of rushing to launch a series of new products, Mr. Fang Runwu, who specially invited from the Hangzhou to the retail space designer who had just returned from England, returned to the participants to teach the most advanced terminal selling concept of the world: to let consumers feel the added value of the brand.

At the scene, the conference room on the two floor of the Tianhong building, which could accommodate more than 300 people, was so packed that even at the time of dinner, the people around him asked to explain.

Bao Yang, from Anshan, northeast Benxi, said, "training has benefited me greatly. After I go back, I will rebuild the sales environment with advanced concepts, and highlight the culture of" fat lady "dress in the most intimate and natural way, so that special women can not only get good fashion in my shop, but also experience comfort and fashion, thus gaining the charm of self-confidence.

According to the introduction, the "fat lady" dress has two new product promotion and ordering sessions every year, not only at the meeting, training the "fat lady" terminal vendors, improving the cultural taste of the service providers, but also hiring the fashion industry talents in a big fashion. According to the different market demand, the enterprise management personnel are trained in all directions.

In the exhibition hall with more than 300 square meters of "fat lady" dress, people are crowding in, and more than 500 new products of spring and summer clothing in 2010 are shining here.

Popular fabrics and avant-garde fashion design make these new clothes full of charm, and many styles make buyers reluctant to part with them.

Building special brand of women's clothing

It is Xu Haiqing's unremitting pursuit to create beautiful fashion for women in special style and create the first brand of special body dress. However, she knows that only by strict quality control and constant innovation can women who are fond of fashion and love to be popular find their own dress ideas in the brand culture of "fat wife".

Strict enterprise management is the foundation of brand building. For this reason, "fat wife" has comprehensively strengthened the construction of all aspects of enterprises, managed production according to the standards of international enterprise construction, passed the certification of ISO9001 and ISO14001 international management system, and introduced international sophisticated clothing production equipment and CAD research and development system.

In terms of technology and production, we should be bold in innovation and strive for excellence and strive for perfect quality and perfect products.

In the selection of fabrics, not only the Korean and Japanese fabrics are used, but also the new fabrics with the fabric manufacturers, so that the rich ladies can keep their distinctive personality for a long time and let the special women catch up with the fashion trend.

In April this year, "fat wife" was identified as China's well-known trademark by SAIC.

Xu Haiqing said: now she is not only an enterprise, but a kind of responsibility. Over the past decade, many employees have been following her hard work, and the customers have put their lifelong savings into the brand of "fat wife", taking it as a rice bowl for their meals, and for them, she must move forward.

Speaking of the future development goals, Xu Haiqing said that he would have made a series of brands of "fat wife". She has registered "full fat women" and "fat friends" and so on. At present, the "fat friend" clothing specially designed for special men has entered the trial stage and is expected to be launched next year.

Hard work is rewarding.

"Fat wife" in the industry evaluation, the company's production and marketing rates, profit margins and other major economic indicators in the top ranks of the province, the company has been recognized by the Hebei provincial government and the Shijiazhuang municipal government as the province's top 100 private enterprises, large profits and taxes, contracts and trustworthy enterprises, consumer trustworthy enterprises.