Two Set Two To Help Strong Men Wear The World'S Peak.

Powerful fighter

30 years ago, it was only a family workshop in Jinjiang. It was just like other ethnic enterprise brands that had just started in China at that time, and experienced the ups and downs from scratch, from small to large, from weak to strong.

At the very beginning of its business, Hong Zhaoming, chairman of the company, advocated that enterprises should have "six hearts" (ambition, confidence, concentration, sincerity, conscience and love).

Conscience and love are most valued by him. No matter in the most difficult time of production and operation, or when the enterprise is expanding rapidly, Hong Zhaoming always sticks to it.

He often said: "a company's sense of social responsibility highly determines the height of its own development.

I hope that in our family, philanthropy can be passed on from generation to generation.

The most important thing for an enterprise is to do two things -- building a brand and doing public welfare. Only these two things can last forever.

Lao Zeng, full name Zeng Yinzhou, Hubei Jiangmen people.

He has been with Chairman Hong Zhaoming for 14 years, and his colleagues kindly call them "old Hong Jun".

As an employee of the production line of Jin Ba, Lao had once felt that the success of the power fighter was inseparable from Hong Zhaoming's humanism.

"President Hong often said that people are the most valuable asset. I believe mutual respect can promote common development."

The idea of "stronger than professional" has laid a solid foundation for the rapid growth of its brand, and the reason for its success is perhaps the kindness of the company culture, retaining its employees and winning customers, thus creating today's splendor.

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Only with design can we have the right to speak.

The constant innovation of tailoring and design has made the brand of Jin Ba continue to be full of vitality; and the emphasis on clothing style design has enabled the strong fighter to lead the leisure trend.

According to insiders, it has moved all its central functional departments such as R & D, design, marketing and operation management to Shanghai.

The purpose is very clear: first, to enhance the management level of enterprises and attract more international talents to join; the two is to closely follow the trend of international fashion and set the tide of fashion.

Jacket is the eternal topic of power fighter.

Since 90s of last century, Zhen Ba has set up a design team of dozens of jackets, and set up a jacket laboratory in 1992. In 2009, on the basis of re integration of the original lab, the quality centered advanced management system was established according to international standards.

With the powerful technology development and strength of the jacket laboratory, it has not only established long-term strategic cooperative relations with many domestic and foreign standardization institutions of textile and garment industry, has participated in the revision of many national standards many times, and has continuously played a strong role in promoting the standard technology upgrading of the jacket industry through technical pformation and training guidance.

It is understood that the National Standards Committee has approved the "men's costume" as the undertaker of the national garment Standardization Technical Committee's secretariat of the jacket working group, and is responsible for the formulation of the national jacket standard.

Today, the design team of Jin Ba has reached more than 100 people. They have super design ability. Each year, the design and production of jackets are as many as 500 models, equivalent to 365 days a year.

On the sales side, the market myth has created 6 million 500 thousand pieces of a single piece of jacket.

Among them, the military jacket, the flying jacket and so on are all classic, and the short sleeved jacket has created a new category.

Compared with its exquisite design and R & D capability, the right to speak seems to embody the industry status of the powerful company.

With the "national garment Standardization Technical Committee jacket working group" and "China jacket color R & D base", both powerful competitors, plus the state-level "jacket laboratory" and the planned "jacket University", the powerful fighter is gradually infiltrating into every aspect of the industry, and striving to expand industrial influence and control the right to speak.

Liang Yong, executive vice president of the China Fashion Color Association, said in an interview with reporters that the reason why it was able to win the recognition of consumers is related to its spirit of striving for innovation and change.

Such as short sleeved jacket Market, it led to the promotion of the whole brand.

From the perspective of industry size and market share, Chinese jacket should have a strong voice in the world fashion stage.

I believe that under the two major driving forces of technological progress and fashion creativity in the future, the dream of "China is the world" will surely be realized in the jacket industry under the initiative and original self change of Chinese jacket brand enterprises.

Liang Yong expressed his firm confidence in the future development of China's jacket industry.

"Jacket is the most preferred clothing category for Chinese men in 87%. It is also the most favorite clothing for Chinese entrepreneurs aged 25~50 years old, and the most common clothing worn by leaders at the central level to the grass-roots level."

The vice president of Limited by Share Ltd, who has been carefully studying the history and culture of jackets, went on in advance, and at the same time showed his feelings and hopes for jacket.

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Win customers through marketing

The Korean and Japanese World Cup marketing tour in 2002 led to a great victory.

Someone has made an image analogy. The powerful fighter before the 2002 World Cup is like a volcano full of energy, surging up and down the lava. It is trying to find a break out. In 2002, the world cup of Korea and Japan just provided the export, so that the strong fighter red red all over the North and south.

Since then, the strong fighter has been indissoluble with the world cup.

The role of the world cup is obvious. In those days, the number of franchised franchisees increased by nearly 40%.

It is not only the most suitable competition, but also the best media platform.

At the end of July 2010, at the CCTV 2010 Asian Games program advertising resource communication conference, he joined in the invitation to speak. He used "831" to sum up the relationship between the strong hegemony and CCTV: "8", that is, 8 years' sponsorship of the boxing competition, "3", that is, the 3 consecutive World Cup won the high quality advertising resources, and "1" was invested in 89 million 440 thousand to carry out the Olympic Games marketing.

To put it simply, the success of "power fighter" stems from the "race complex" that has been formed over the years. Only in the right time and hot events, relying on the most high-end media platform, can we get the largest and most powerful brand communication effect by assembling high-density pmission.

Under the principle of "all performance at the terminal", under the principle of "opening a good store, opening a large store and opening a lot of shops", the strong men's clothing has not only completed the healthy expansion of the market, but also improved the management level of the terminal from the improvement to the superior quality and achieved the overall improvement of the operation scale, the performance benefit and the management ability.

Brand and channel are the two aorta of marketing clothing enterprises.

As a powerful male garment with more than 3800 stores, the deepening and intensive cultivation of channel construction is undoubtedly a decisive event.

The strategic thinking of "unified retail price of the whole country, resolutely without discount and execution in place" is regarded as a classic by the powerful people, including agents.

All these efforts seem to have begun to bear fruit.

In the golden section of Qianmen Street in Beijing, the strong men's men won the championship and joined the international clothing predators such as ZARA and H&M.

Watch a clan and comfort a class.

In order to win this group of "believers", in view of the characteristics of this group, the power killer is the service.

Hong Zhongxin, President of the company, put forward three key words: rest, loading and washing.

That is to say, all terminal stores can create a comfortable and pleasant atmosphere and provide a relaxing and relaxing environment for the customers. Let all the guides be able to match the clothing according to the customers' body shape, skin color, occupation and wearing occasions, and become the most professional and experienced senior image consultant.

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Two "fixed" two "create" to achieve fruitful results

In September 2010, it was established for 30 years, with a total of about 80000000 donations, 3000 employees and 3000 terminal outlets.

From the two door plank to this huge group of data, how does "bulid" achieve such a magnificent territory in 30 years? For this, we sum up four key words: positioning, determination, entrepreneurship and innovation.

First of all, what is positioning? "It's just 30 years to focus on one thing -- jacket, which is the brand's insistence on positioning.

A real leader brand must be a king of a certain category, and be able to achieve the advantage of being far ahead, so as to have the ability to segment the market.

Secondly, we must understand well.

Although some peers have expanded their product lines and launched women's clothing, children's clothing and even their sub brands, the strong fighter has been unmoved.

In the past 30 years, he had been tempted by too many interests, but he always held a principle that he believed and insisted on his choice.

This is Dingli.

Ding Li is to make his own good side, such as McDonald's. After all these years of development, he has been concentrating on hamburger making, and advertising is always promoting their core product hamburger.

In addition, it is the insistence of Jin Ba on entrepreneurship.

The first start-up phase of the company was from 1980 to 2000, which is undoubtedly the age of product being king.

In this era, not only did it succeed in accumulating abundant capital for the future development, but it was even more valuable to set up the orientation of the focus of the jacket in the future of the brand.

The second start-up phase of RBA is from 2000 to 2007, which can be called the stage of Rb's full march towards the brand era.

With the implementation of the franchise mode, with the support of strong brand communication, RBA began to enter a period of full bloom.

By the end of 2007, there were more than 3000 franchised stores.

The third start-up phase of the company was started in 2007.

Finally, innovation.

After sorting out the way of success, we found that whether it was in the early stage of business or in building up a huge costume Empire, it is innovation that the bullies never stop.

Lian Jin said that the company was the first private enterprise to jump out of the family workshops, build factories and register trademarks on a large scale. It was also the first to introduce the brand visual identification system and took the step of brand building. With the policy of "national unified retail price and zero risk joining", the rapid construction of a powerful and powerful terminal network was achieved.

Under the guidance of such innovative thinking, in recent year, the company has gradually completed four innovations: focus on product research and development, improve marketing mode, achieve differences in consumption experience, and achieve professional management mode.

Jiang Hengjie, executive vice president of the China Fashion Association, concluded that after 30 years of development, the men's clothing has been able to achieve this year's achievements, which is inseparable from the professionalism, creativity and responsibility of its brand.

"It is a kind of responsibility embodiment that the strong advocate can carry out professional dedication for 30 years, continuously innovate products and channels, and contribute to charity."

"China should move from a big clothing country to a powerful garment country. China's fashion culture must have the right to speak internationally.

To achieve this, we need to vigorously implement the brand innovation strategy, such as national brands such as "strong fighter".

We should enhance the added value of the brand, take differentiated development as the core, realize the pfer of brand strategy, and integrate resource integration as the core, and achieve the innovation of brand practices thoroughly.

Jiang Hengjie is full of optimistic analysis of the future industry prospects, and is full of expectation for the men's clothing of the bullying jacket.