Luo Meng: Leap Development, Strategic Upgrading, The Two Take-Off.

From a certain angle, the upgrading of Luo Meng is not only the need of its own development, but also the necessity of the pressure of the global economic environment.

On the one hand, with the gradual expansion and maturity of China's consumer market, it is not just luxury brands, such as ZARA, H&M and so on.

"International brand pioneers also hit the Chinese market in a big way. These brands constantly keep pace with the pulse of fashion, update the frequency of goods and the price is low, constantly refresh the number of stores, and squeeze the competitive market share.

On the other hand, local enterprises, represented by sports brands, have strengthened their competitiveness through various means, and some foreign trade enterprises, which are blocked by exports under the influence of the financial crisis, have begun to recognize the importance and new importance of the domestic market.

Mushrooms sprang up.

Change: another departure

In the case of internal and external attacks, many of the old brands of Chinese clothing brands have no international brands on the one hand, but on the other hand, they are not as brand new in flexibility and vitality. They have created brilliant achievements in the last century, but today they are burdened with unprecedented pressure.

In the past 25 years, Luo Meng has made a series of brilliant achievements in China's men's clothing enterprise. It is the most large-scale, fashionable and competitive leading enterprise group in the Chinese garment industry. The cumulative export of Western clothing ranks first in the Chinese garment industry.

At present, Luo Meng has a comprehensive layout and years of marketing system, covering 31 provinces and autonomous regions, more than 200 large and medium-sized cities.

Its brand is known as China's famous trademark and Chinese famous brand product. Luo Meng suit is the symbol brand of Chinese industry. It is also the "red gang successor" of the western-style clothing industry. It is exquisite in workmanship and exquisite in fabric. It is a regular cooperative unit of many national ministerial units and many silver certificate organizations in the field of professional clothing.

These existing brilliance ensured the "leading" position of Luo Meng group in Chinese clothing industry, but to a certain extent, it also restricted its positioning and expansion in the retail market.

Behind the glory, like many traditional clothing enterprises, what Luo feels more is the pressure of competition.

In the face of the dual challenges of the new global business model of the apparel retail giant and the accurate grasp of the brand operation mode by the cutting-edge manufacturers, how does Roman manage the retail market?

In fact, Luo Meng has long recognized the importance and necessity of brand innovation and enterprise pformation and upgrading.

Since 2009, he has put forward the brand proposition of "art and life", and further deepens the connotation of "costume artists".

Upgrade: both inside and outside

Facts have proved that if brands want to emerge from fierce competition and achieve greater development and create greater value, they need to rely on both internal and external — — they must actively create a unique and lasting product image, refine personalized brand value and cultivate rich brand connotation; they need to rely on strong planning and communication support to inform consumers of the brand's internal changes through smooth channels.

Luo Meng's change is to focus on the internal market at first, take the "market" as the core, speed up the sales rhythm by strengthening the competitiveness of its products, expand the retail market through the detailed construction of marketing channels, and win the terminal by strengthening the scientific system's own management, and attract investment through adjusting the policy of joining agents.

At the same time, as a strategically oriented enterprise, it has also hired a professional marketing and planning consultant company to take the pulse of it, rearrange the upgrading strategy and plan the future blueprint.

Luo Meng knows that products are the lifeline of an enterprise and the foundation for an enterprise to be stable and big.

After in-depth analysis of their strengths and weaknesses and future competition environment, Luo Meng realized that it is very important to realize the dream of "century old Roman", whether the enterprise has the ability of continuous innovation, innovative technology and innovative business mode, and the breakthrough point of innovation lies in the product itself.

"To extend the product chain, learn and master how to design thematic, stylish and serialized products under this concept."

Thus, Luo Mengji, Andy Lau and Pu Cunxin, the third spokesmen, signed the important move of Jimmy Lin, which is the best proof of their comprehensive solution to the problem of brand image and product development "younger, fashionable and internationalized".

In addition, Luo Meng signed the XLMS brand in 2009, which greatly enriched its product categories and enhanced its fashion brand's operation experience.

On this basis, in the next period of time, Luo Meng will focus on the expansion of the channel. Luo Meng has further combed and subdivided the original channel structure, and reformulated more detailed preferential policies to attract customers from different levels.

In addition, Luo Meng has made a comprehensive upgrading and pformation of the entire terminal image, not only in the shop decoration, display, window display and other hardware will be a new image of people, but also in the staff training, terminal organization personnel management, customer service and other "soft power", will also modernize the management concept, high quality training methods, high level shop process, scientific logistics distribution system, realize the overall unified upgrade.

The brilliant course of 25 years has laid a solid foundation for the "two take-off" of the Luo Meng group.

After the "thick" Luo Meng group, "thin hair" is just around the corner.