Luo Meng Quietly Changed, Ready To Create Brilliant Again.

In 2010, Luo Meng was destined to be a special year.

Many of the old businesses in the clothing industry are struggling to cope with the "crisis".

When we invaded and thought hard, the 25 year old Luo Meng quietly launched new changes, trying to strengthen the competitiveness of the retail market and create brilliant results through the optimization of the internal adjustment.

Since 2010, the group has entered a new stage of development: — — leapfrog development, strategic upgrading and two take-off.

In July 1st, the opening of Weihai International Commercial Affairs Building was not only a landmark building but also a symbol of Jiangkou Town.

A major adjustment of product positioning and the start of re layout

Quietly changing — — veterans new biography again.

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, not only luxury brands, such as ZARA, H&M and other "fast fashion" international brand pioneers have also made great efforts to rush to the Chinese market. These brands constantly refresh the number of stores with the characteristics of keeping pace with the fashion, updating the products frequently and low prices, and squeezing the competitive market share.

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

In the case of internal and external attacks, many of the old brands of Chinese clothing brands do not have strong international brands on the one hand. On the other hand, they are usually not as good as new brands in flexibility and vitality. They have created brilliant achievements in the last century, but today they are under unprecedented pressure.

As a true name for men's wear enterprises in China

In the past 25 years, Luo Meng has made a series of brilliant achievements. It is the most large-scale, fashionable and competitive leading enterprise group in China's clothing industry, and the total export volume of Western clothing is the 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 a famous brand and famous brand product in China. Luo Meng suit is a 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 &hellip &hellip in many professional departments and units.

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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, and a profound change has already been promoted within the Luo Meng group.

Since 2009, he has put forward the brand proposition of "art and life", and further deepened the connotation of his "costume artist".

Since the beginning of this year, Luo Meng is aiming at "the first brand of China's popular fashion", strengthening the fashion of products, younger consumers, lifestyle and product serialization, and quickened the pace of pformation and upgrading.

In July 1, 2010, the magnificent and modern style of Weihai International Commercial Affairs Building was officially opened. As an opportunity, the Luo Meng group played a prelude to the international first-class garment enterprise group.

Channel upgrade — — both inside and outside the new policy.

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 the future competitive environment, Luo Meng realized that it is very important to realize the dream of "century old Roman", whether enterprises have the ability of continuous innovation, innovative technology and innovative business models.

The starting point for innovation lies in the product itself.

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

Thus, after Luo Mengji, Andy Lau and Pu Cunxin signed an important move with Jimmy Lin, the third spokesperson, this is the best proof of its 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, and operated a brand-new brand on the new platform, which greatly enriched its product category and enhanced its fashion brand's operation experience.

On this basis, in the next period of time, Luo Meng will focus on the development of channels. 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.

New era, new starting point.

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

New development and new leap forward.

After the "thick" Luo Meng group, "thin hair" is just around the corner. At that time, the goal of creating a world-class "suit kingdom" and the first brand of Chinese popular fashion clothing will be closer to the real realization day.

Editor's note: under the impact of all kinds of "foreign brands" and "fast brands", the old brands have to deal with the crisis with all their strength and enhance their competitiveness through various ways.