New Strategy For Brand Upgrading

In July 30, 2010, "Metamorphosis".

"Metamorphosis and Transcendence" is the further deepening of the brand strategy upgrading of "Qian Ren Gang". In 2010, the pformation of "thousand Ren Kong" started from various aspects, such as product development, order mode, brand image and so on.

For a long time, design is the core competitiveness of the brand.

Since its inception in 1992, the annual sales volume of "Qian Ren Gang" brand has maintained an annual growth rate of more than 30%, benefiting from the products that are "marketable".

Behind the best-selling products in these markets is the strong R & D innovation capability of "thousand Ren Kong".

The new product of 2010 still continued the design concept of "beautiful line, simple design and pleasant wearing".

Through constant adjustment and thinking, it absorbs and refines the classic essence of traditional culture, integrates elements of fashion trend, emphasizes the colourful and passionate colors brought to people in the selection of fabrics, so that this season's new products have maintained a traditional brand new look.

Fashion style in classical and popular aesthetic philosophy embodies the importance of the trend and business integration and creative design concept. The unique concept and design concept are the essence of this kind of clothing.

The tailoring, rich and colorful colors, and the addition of lightweight fabrics with science and technology content have inherited and interpreted the spirit and concept of the brand.

In the traditional style, clear and smooth lines and exquisite and elegant edition continue the exquisite elegant and simple design concept pursued by Qian Li Gang, and combine with the market demand, forming the unique design style of the brand.

There are very intimate designs on some details.

In 2010, "Qian Ren Gang" took the lead in implementing the "futures ordering mode + spot replenishment mode" dual channel to provide customers with stable and effective supply of goods while reducing the risk of dealers.

As we all know, down jacket is subject to weather constraints and short sales cycle. Once it breaks out, the demand for goods supply is very high.

All of these put forward high requirements for the reaction speed of the whole industry chain.

Relying on its accumulation in the down jacket industry for nearly 20 years, Qian Ren Gang constantly optimizes the entire industrial chain, so that no matter how the external environment changes, enterprises can always maintain a steady increase of 30%.

In 2010, the first mode of futures ordering in the industry was the comprehensive upgrading of the comprehensive competitiveness of enterprises.

Zong Ren Yuan said, "we design a series of hundreds of new products for different consumption groups every year, but eventually the products on the line should be screened through 3-5 orders, so that they can finally be stereotyped and put into the market.

In this "2010 Marketing Summit and new product ordering conference", the brand launches new products of 2010 winter down clothing to nearly 100, and agents can choose from nearly 100 new products in the down products, ensuring the marketable products in winter.

Third, "Qian Ren Gang" fully promotes the new terminal image.

In line with this year's style, we have shown a fashionable and high-end brand of "thousand li gang" to consumers.

Since 2009, we have implemented the upgrading of terminal store image to enhance the sales performance of single store.

The group plans to realize the image unification of 3000 stores through 3 years, while providing unified props, and sending professional market supervisors to track decoration and display.

Brand standard image store spreads the cultural atmosphere of the brand to consumers through elegant atmosphere design, fashionable fashion merchandising, clean and tidy shop management and professional service in the store.

At the same time, the group also organizes shop managers and shopping guides regularly to carry out professional training in product knowledge, store display, store marketing, sales service and other professional training, so as to improve the comprehensive quality of terminal salesmen and realize the simultaneous improvement of "soft" and "hard" strength.

"Metamorphosis" is in progress, and "pcendence" sets a goal for the brand strategy upgrading of "Qian Ren Gang".

"Qian Ren Gang" is trying to enhance the overall competitiveness of the brand by constantly surpassing its quality, terminal and culture.

The first is quality pcendence.

The arrival of the financial turmoil in 2008 has made "Qian Ren Gang" aware of the importance of "walking on two legs".

In 2009, an important part of the strategic upgrading of the "thousand Ren Gang" was the introduction of foreign trade processing business on the basis of domestic sales.

The production of a large number of international famous brand orders has promoted the production and business skills of "thousand Ren Kong" staff, making the product quality of "thousand thousand Kong" has a new surpass in the past.

The two is terminal surpassing.

In the 09 year, "Qian Ren Gang" began to implement the "thousand store image project", that is, large-scale opening of flagship store and life experience Museum, and large-scale upgrading of the original shop.

In line with the principle of "opening more stores, opening large stores, opening up good stores, opening standard stores, opening image stores and opening flagship stores", "Qian Ren Gang" has rapidly expanded its market share in fashionable consumer groups while stabilizing the original market.

The three is cultural pcendence.

Strategic upgrading requires the reserve and protection of production capacity as the basis, and the corporate philosophy of "cunning thousands of people and warm homes" has gradually become the core of the staff in the group.

At the beginning of 2010, when the general labor shortage in the coastal areas was widespread, the thousand Ren Gang group maintained the full staff rate of the 6000 people's Congress on the scale of the Siyang production base, which effectively ensured the supply of goods.

Therefore, it is easy to see that the "2010 Marketing Summit and new product ordering conference" is the theme of "metamorphosis and Transcendence". It shows the connotation of the brand upgrading strategy: "constantly upgrading the brand value through pmutation"; by constantly surpassing ourselves, we finally achieve the development goal of "three years' new leap forward, three years' double sales and three years' redevelopment of a thousand thousand posts".