Exploring The Centennial Brand Of Chinese Women'S Wear

The latest industry data from authoritative departments show that China is now

In order to break through the bottleneck of development, some of them have foresight.

With the survival of the industry and the increasing pressure of competition, the winner's clothing still has a grand goal of centenary brand. Why is it so strong?

Market segmentation, blue ocean ahead

Important starting point for brand Centenary

Jiang Hengjie, executive vice president of the China Apparel Association who attended the celebration, pointed out: "in China, the whole clothing industry is showing the trend of brand clustering. There are only more than 3000 garment enterprises and more than 1200 brands in Shenzhen alone.

The homogenization competition in the garment industry is serious. It is particularly important to find a unique brand competitiveness and precise market positioning.

In the art gallery of "time walk" in this celebration, I saw the evolution of the trend of women's clothing in China, and saw the history of winning entrepreneurs.

In the precise market positioning, the winner is a model.

At the beginning of the founding of the winners, the brand of personalized young women's clothing sprung up in the late 90s of last century.

However, the dress choices of mature women were still single in color or style.

Chen Lingmei, the founder of the winner's clothing, aims at the blank Market: she believes that women in the prime of life are at the peak stage of their lives and should enjoy their "flower years".

Starting with the creation of the first brand NAERSI, the winner brings colorful selection of clothes for the women who are still wandering in the monotonous costume, and each year is leading the fashion of women in the prime of life.

After seeing potential market, how to establish brand system becomes a new thinking content.

At this point, the winner clothing determines a diversified brand strategy. From the elegant and confident NAERSI, to the romantic French KORADIOR (Ke Letil), and to the simple intellectual NEXY.CO (nekou), the winner seeks to meet the customers' dress requirements on different occasions to the maximum extent; and the newly created high-end product NAERSI.LING (nears Ling), the inspirational promotion of NAERSI15, is a bold excavation of the high-end demand of the women in the prosperous years, and is a new force for the winner to enter the international arena and realize the Centennial brand.

From "incoming processing" to "owning"

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Integration of international resources

The key to brand development in the past century

After the development from single brand to multi brand, the winners clearly realized that to achieve the brand dream of a century, it is the key to open the two markets at home and abroad. First of all, it is to rely on the international excellent design resources to upgrade the brand.

Jiang Hengjie also believes that if we want to get to the other side of the world, it is necessary for Chinese women's clothing enterprises to develop their brands continuously.

15th anniversary the celebration of the night's brand concept show, whether it is "city light" as the theme, shaping the NEXY.CO of career women's sense of city and rhythm, or do not use the romantic French wind KORADIOR of "green rose" to show the concept of environmental protection, or the designer's brand of NAERSI and NAERSI.LING, which is inspired by the sculptures of Versailles, can see the close cooperation between the winners and the international designers, and deliberate the intention of the internationalization of the brand.

According to Chairman Chen Lingmei, apart from LutzHuelle, who is currently the leader of the French fashion industry as NEXY.CO design director, the winner also gathered the top international designers to form a strong "fashion consultant group", which will guide the international development direction of the brand of the winner's clothing.

"Design power is the core competitiveness of brand upgrading.

We hope that with the help of this advisory group, we will introduce the latest fashion concepts abroad and design according to the characteristics of Chinese women's body and skin color, so as to ensure that each garment has both fashion and personality, and is suitable for Chinese women in the prime of life.

Converge on top design intelligence and strive for brand upgrading.

The winner achieved an important leap in pursuing the dream of a century.

Cultural charity creates soft power

A hundred years of brand strength

From the initial 80 people, processing income less than 1 million, to now more than 3200 employees, four brands, 482 stores, annual sales of over 1 billion yuan, annual tax 80 million yuan, if these figures reflect the hard power of the winner, then the dissemination and deep tillage of brand culture is the indispensable soft power of the winner.

In order to better promote the cultural concept of "the year of bloom", the winner set up the first female lifestyle magazine in China, the celebration of flowers. Chen announced that the magazine had been officially published by the all China Women's Federation.

She said: "magazine as the carrier, become the consumer's spiritual adviser is our effective way to communicate with consumers.

The magazine will issue 50 thousand volumes for each period and is expected to affect 200 thousand women in the prime of life.

At the same time, the winners also set up the "China Women Development Foundation winner" - the charity fund for the disadvantaged young women and their children.

At the launching ceremony of the fund that night, Chen Dong announced the first project of the fund, the implementation plan of the "China foundation for women, the winner's left behind children's home". The first home for children left behind was set up in Shengping Town, Pengzhou, Sichuan.

In the advanced stage of buyer's market, consumers' mental resources (impression of brand) are the most scarce commercial resources.

Only by firmly occupying the mental resources of consumers can brands seize the opportunity in the market and achieve lasting business growth.

The status of many foreign classical brands in the minds of consumers is difficult to shake, confirming the magic of brand connotation.

Winners rely on the deep dissemination of the culture and the commitment to social responsibility. They have an external influence on consumers and enhance their recognition and loyalty to the brand.

The hard and soft strength goes hand in hand, all of which point to the great dream of the winner in creating a century old brand.

Look far ahead from a high plane

Dream helps hundred years brand road

Turning to the development plan of winning clothing after reaching the milestone of the Centennial brand, Chen Lingmei, chairman of the board, said the winner plans to achieve annual sales of 2 billion 300 million yuan in 2013.

The winner's higher goal is to enter the international market.

She said: "dreams promote the birth and progress of winners, and also become the source of the brand of winners, and the international upgrading of brands is an important step in realizing the brand dream of the century.

After 15 years of accumulation, the winner's clothing has affected the fashionable view and consumption view of Chinese prosperous women from inside to outside.

All of these create sufficient conditions for creating a century old brand. We also hope that more women's clothing brands in China will be able to work together with the winners towards this ambitious goal.

As the forerunner and benchmarking enterprise of China's apparel industry, the winner's development in the past 15 years is the epitome of the development of modern Chinese women's clothing.

The pursuit of the winners in the sustainable development mode of Chinese women's wear brands makes us believe that in the future, China's clothing brand is no longer a dream.