"HOPERISE" Is The Emerging Force Of Domestic Fashion Casual Men's Wear Brand.

Although it has been on the clothing market for more than twenty years, but if it is mentioned in the domestic fashion men's clothing market, Zhang Ruibiao, general manager of Hong Rui Xing International Co., Ltd. and his "HOPERISE" are resolutely "new talent".

Since the "2010 China International Clothing and Accessories Fair" was released in late March this year, it has attracted the attention of the industry through various conventional international tactics such as implantable marketing, "club and lifestyle interactive marketing" and so on.

Behind the "HOPERISE", it represents a new force in the domestic fashion casual men's brand, eager to break the long market pattern of the industry. These new forces' attempts and efforts may bring fresh air to the marketing mode of the men's wear brand.

Breakthrough from key cities

From the end of March, the industry direction of Beijing Clothing Fair showed that fashion and leisure products have become a focal point of men's wear brand competition. Many enterprises have laid a layout in this category and have achieved rapid expansion. On the occasion of every brand you fight for, I don't seem to be worried about HOPERISE, but to avoid all brands competing for the fierce regional market, and find unexpected breakthroughs from the first tier cities.

Q: as far as I know, as early as 2006, the industry has already sent out the information that you want to introduce HOPERISE into the domestic market. But why did it start this year?

Zhang Ruibiao: HOPERISE as a brand that has been operating in Germany for nearly 20 years, the German gene that has long been integrated into its brand characteristics is rigorous, restrained and smart. One of the most important characteristics of Germans is conscientious and meticulous. I started planning the introduction of HOPERISE to the domestic market in 2006, and the preparation work started in 2007. But in the past few years, we mainly did preparatory work, including market research, product positioning adjustment, and so on, until last year, we opened the first real store.

Q: HOPERISE is positioned as a fashion city menswear. This is a new market. Many enterprises have already started the layout, and the action is not small. But from the recent performance of HOPERISE, although the exposure is very high, the expansion speed seems a bit slow. Do you not worry about being thrown away by others?

Zhang Rui: did Le Louvre museum not build up in a day? Our slow pace of expansion is the result of my intention to control the pace. We are not going to lose it. Now we have to join many HOPERISE franchisees. As long as I want to, HOPERISE can achieve rapid expansion in a short time, but that's not what I want. Although HOPERISE has performed well in foreign markets, I think a lot about it in China. The first principle is to win altogether. Enterprises must have enough strength to make money for franchisees. Otherwise, the expansion of franchised stores will be the biggest harm to brands. Therefore, I always look at the terminal expansion from a long-term perspective.

Q: what is the performance of HOPERISE in the domestic market?

Zhang Ruibiao: professional outdoor sports products, currently in the domestic market, we only choose in the northeast, Shenyang and other cities. Fashion men's clothing category, this month there are several stores in Shanghai, Shenyang and other stores opened one after another. At this point, HOPERISE will break through 100 stores in all major cities in the country. Therefore, we will consider launching the outdoor sports series to enrich our product line combination on the basis of positioning the new fashion brands.

Brand favored by celebrities

With the development of the market, the traditional brand promotion mode of celebrity endorsement and advertising bombing has gradually lost its efficacy. In this context, how to quickly open the market and enhance brand awareness has become the first problem that many new fashion casual brands like HOPERISE must face. Since the Beijing Clothing Fair held a high-profile appearance at the end of March this year, HOPERISE has made use of the product placement in TV series and its brand promotion activities in party, bars, cafes, golf and other lifestyles, striking its unusual tactics different from other local brands.

Q: after sponsoring Anhui TV's "happiness must be strong" in 2009, HOPERISE seems to be happy about the sponsorship of the idol drama. However, the industry's doubt is that whether it is "happiness must be strong" or later "meteor shower" and "Xia Jia three thousand jin", its audience is mostly younger than 25 years old. It does not coincide with the age orientation of HOPERISE target consumers. What do you think of this comment on the industry?

Zhang Ruibiao: everyone looks at the problem differently. It is a normal thing for the industry to argue about our practice. But through interaction with these theatrical groups, our products are really popular among celebrities.

Sponsorship of TV series is a method that many brands have tried. But for our brand, we can integrate HOPERISE's visual symbols, even service contents into the contents of movies, TV dramas or TV programs, and let the audience leave the impression of products and brands without any impression, so that we can achieve the goal of marketing products. The feedback from our patronage shows that the effect is good. So recently we have chosen to sponsor another urban emotional movie directed by the Hollywood director to further deepen the HOPERISE brand's "Star" temperament. {page_break}

International brand promotion mode

Q: the industry is not questioning the way of implant marketing, but rather different opinions on the choice of implantable marketing carrier. How do you choose an implantable marketing object?

Zhang Rui: in sponsoring TV dramas, we are not blind choice. When choosing TV, we first consider the matching degree of implanted products and TV play itself. Our positioning is new fashion city men's clothing. We advocate a positive attitude towards life. For us, the most suitable implantation movie is youth inspirational idol drama. We have considered several factors. First, the audience of youth inspirational idol dramas is highly matched with our target customers. Two, the theme reflected in film and television works is exactly the brand spirit we want to convey. Of course, the most important thing is that the clothes we provide are more in line with the role needs and the plot needs, so that the audience can be accepted.

Q: in addition to the frequent use of implantable marketing, HOPERISE's activities in high-end leisure clubs and bars have also attracted the attention of the industry. Do you think the lifestyle of HOPERISE target consumers will be different?

Zhang Rui: in today's men's wear market, it is hard to attract consumers' attention only through advertising bombing. Therefore, we must try new brand promotion mode. In the high-end leisure clubhouse and bar, we do the fashion theme party named "HOPERISE night". For the first time, we try "interactive marketing". This special way of emotional communication will make the brand more close to the life of the target consumers. Of course, this is exactly where we are looking for all the contact points with the lifestyle of HOPERISE target consumers, such as high-end leisure clubs, cafes, golf and so on, and try to interact with them at the point of contact they are interested in. Next, we will find suitable venues in Xiamen and other provinces and cities outside the province, continue to carry out similar brand experience activities, and will launch a formal "lifestyle interaction experience" marketing plan for this activity.

"Lifestyle interactive marketing" is also one of the most popular marketing methods in the world. In the future, the marketing main line of HOPERISE will revolve around the lifestyle of fashionable men, such as outdoor, fitness places and so on.