Bin Bao: 2011 Brand Strategy Is Directly Listed.

In September 8, 2010, from Germany.

After 08 years of economic and cold winter, China's garment industry has gone through the past.

Garment enterprises in the new competitive pattern have ushered in new opportunities for development.

Many links of commodities, channels and sales services will change around the consumption characteristics of the main consumer groups.

According to the "new trend of China's clothing market development" released by the China clothing association, the development of the new generation of consumer groups represented by the 80 and the 90's will further subdivide the clothing retail market. The differentiated development of the corresponding channels is not only reflected in the richness of the format, but also the clothing retailers will change the way they used to sell and turn to a more specialized, personalized and targeted sales place for consumers. 2010

As early as April this year, the new generation of consumer groups represented by the 80 and post-90 generations were defined as "the first generation" in the Marketing Summit of "fashion fast marketing focus generation" co organized by the costumes Association, marketing experts and VC investment experts. They also released the three major consumption characteristics of the "generation one": the pursuit of fast fashion, the pursuit of cross-border sense and the pursuit of self styled self.

"Based on 6 years of continuous research activities, we have a clearer generation of consumer preferences. We have fashion activities every year to achieve interaction with brand members.

For example, all kinds of film viewing, fashion salons and so on.

She Xujin, CEO, believes that with the development of clothing stores in various markets in recent years, garment enterprises, which compete in oligopoly market segments, are paying more and more attention to the construction of flagship stores.

The breakthrough in the terminal form of bin Bao clothing needs to do more to truly achieve interaction with consumers and bring them a favorite fashion experience.

"We should not only focus on the industry competition, but also learn from other industries' more successful experiences."

She Xujin, the CEO of bin Bao, put forward the plan of the store construction in the next three years at the conference. In the next three years, there will be more than 800 stores in the BENBO brand in China. Among them, the first tier cities in the north, the upper, the deep and the deep will also open the "4S" concept store, which is nearly 1000 square meters: the four one concept living hall with Sell (dress sales), SightExperience (visual experience), Self-IdentityService (personalized service) and LifeStyleSalon (Fashion salon).

Breaking the single function of merchandise sales, bin Bao 4S concept store pays more attention to the most popular visual experience of the generation generation: inviting fashion designers to provide personalized matching services regularly, and moving the fashion salon to the 4S concept hall with the fashion media, covering the fashion consumer life experience 360 degrees.

It is reported that the first 4S concept living experience museum will be unveiled in Guangzhou's Wan Ling Hui commercial shopping center in the year. This will also be the first 4S concept store in China with an area of nearly 1000 square meters.

In response, Lin Jingxin, a well-known marketing expert and a researcher at the Institute of public communication research, Zhongshan University, said that the concept of 4S was originally applied to the automotive industry, and that the application of this model to the garment industry is a pformation of the traditional terminal form.

The 4S experience mode of bin Bao dress is different from the 4S operation mode of the automobile industry. The core of the automobile 4S shop is to provide perfect after-sale service. The core of the 4S is the experience. The integration of experience marketing is not only a response to the consumption trend, but also a change to the traditional channel.

Unlike the 90s and the past ten years of the big development of the two rounds of garment industry, this round of clothing consumption has brought new trends in the domestic garment industry, which mainly presents the following three characteristics:

First, experience is king.

In order to meet this demand, the clothing enterprises will pay more attention to the environment and service quality of the shops, including the decoration of the shops, the display of the goods, the image, temperament and attitude of the service personnel.

In recent years, the flagship store mode has given more interactive platforms due to breaking through the single function of "sales" of clothing stores, and has gradually become a strong brand enterprise in China.

The successful implementation of the "4S" experience Museum launched by bin Bao will be further emulated by more garment enterprises.

Two, capital integration.

Different from the development of garment industry in 90s and the past ten years, the new leap of the garment industry will have more boosters.

The traditional clothing industry, such as fashion casual wear, professional outdoor clothing and other categories of enterprises, as well as a clear positioning network direct selling clothing enterprises, has been favored by IDGVC, Sequoia Capital and many other international wind companies.

For example, in 2008, IDGVC capital injection fashion and leisure clothes, the top of the clothing business, Sequoia Capital Injection of high-end business clothing network Direct Selling Company nine products.

In the development of the garment industry, the clothing brand with professional experience will expand and complete the listing with the help of capital, and even open the process of internationalization.

Three, blending in the ocean.

In recent years, more and more domestic fashion designers have known the European and American fashion market, and the major luxury brands have also entered China's first tier cities. Not only that, ZARA, H&M, GAP and other fast fashion brands have also entered China. The high-speed pmission of the trend information in the East and West makes the western design resources more used by China. The high integration of popular elements between the East and the West has become a typical feature of the Chinese garment industry.

In the past 06 or 07 years, BB has been working with Italy design group and Taiwan design group to enhance the competitiveness of its products. It also promoted the growth of its own design team. In 2010, it formally launched the cooperation with the French MAODUN design studio, aiming to integrate the fashion and design elements of the front end of the ball and develop more competitive products, so as to ensure that the competitive advantage in commodities and the competitors are relatively large.

Chambers, President of CISCO company, once said that the market competition has entered a new era. In the past, the enterprise gained the competitive advantage by cost, quality, technology and channel, but now all these are no longer the only advantages. CEO

The real winners will be those who can look forward to the future of the industry and grasp the future trend of development.

We believe that the 4S experience model led by bin Bao will bring a significant change to the industry and push the Chinese garment industry to a brand new stage.