Qipai Men's Wear: &Nbsp; Deep Ploughing Domestic Sales Channels

Seven card men's clothing

Expanding domestic demand and laying stress on the construction of a pragmatic domestic sales channel is an important measure for maintaining the steady growth of Qipai during the "11th Five-Year" period.

The international financial crisis has a huge impact on the textile and garment industry, and the export channels are seriously hampered, and the domestic market is also facing a shrinking dilemma.

Under such circumstances, domestic clothing brands have opened up new sales channels to make products closer to the needs of consumers.

But there is a common phenomenon in the clothing industry: domestic enterprises can achieve full coverage in the two or three tier cities, and the market share is not large in the first tier cities in China. The international financial crisis has made consumers more emphasis on practicality and cost performance when shopping. The luxury consumption has been greatly affected, which provides an opportunity for the domestic and the second tier high-end brands. They take the opportunity to improve the brand culture connotation, occupy the high-end market of the first tier and the second line, and change people's views on the domestic brand in the high-end market.

The construction of pragmatic channels became the main task of 2009.

Previously, like Vanke concentrating on the residential market, Qipai has always focused on the domestic market. This allows Qipai to grasp the market demand more clearly and quickly in product design and development, and at the same time it can concentrate on managing a single market and build more access systems.

In terms of channel construction, the early stage of Qipai is mainly to operate two or three line cities. In addition to not wasting resources to fight the first tier cities and imported brands, they also lock in specific consumer groups. In the wake of the recession, seven cards invest more resources in these two or three tier cities.

After the crisis, seven cards increased the strength of the first tier cities.

Before the "11th Five-Year", the Qipai Group paid great attention to independent innovation and regarded innovation as a productive force.

In 2003, Qipai group created a new clothing category, the Chinese standing collar, which has been well liked by the Chinese people for its excellent cultural characteristics and international fashion elements. At the same time, the concept of "Fashion China" put forward by Qipai group is sweeping all over China and has been gradually recognized by the international fashion industry.

During the "11th Five-Year" period, Qipai continued to strengthen the concept of "Chinese collar" and inject more cultural connotation into it.

In 2006, the "Qipai Chinese collar" was selected by Chinese state leaders to select costumes for the "China Africa Cooperation Forum" in the Great Hall of the people.

Seven cards tell the world, "men are Chinese dragons".

In 2007, the "Chinese collar" has been applied for patent by Qipai group. The standard of men's collar sets passed the local standard of Fujian.

At the same time, the company continuously strengthens the construction of enterprise culture, so that the brand culture and enterprise culture complement each other and keep pace with each other.

So far, Qipai has invested hundreds of millions of dollars in brand building and promotion. The brand influence of Qipai is increasing day by day, and the brand culture connotation is constantly enriched, and the brand image is fully affirmed by the audience.

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In 2009, it was precisely the 30th anniversary celebration of seven cards. At this time node, Qipai established a direction for international brand to strive for world famous brand.

In order to cooperate with this development idea, Qipai has made new changes in the strategy and tactics of brand image promotion.

For example, in the fusion strategy of culture and art, more emphasis is placed on "implanting" people with international symbols. They even consider cross-border cooperation with Lang Lang and Ye Jintian, who are quite attractive in the world.

In 2010, at the invitation of the chairman of the world experience of artists (WAE), the 2010 "colorful China" national costume exhibition group was successfully held in the US.

As an important part of the activities, Hong Bingwen, deputy general manager of Qipai group, presented to the Chinese ambassador to the United States Zhang Yesui, presented to us president Obama and 6 governors' costumes.

As the designated Chinese and American cultural exchange ceremony and the only formal brand designated by the Chinese side, Qipai men's clothing was held respectively in 5 places, including Virginia, Washington, Maryland, Pennsylvania and New York, which not only showed the fashion style of Chinese men's wear, but also created a Chinese style of dress.

"We can say that we have achieved a certain degree in the domestic market, whether it is brand influence or market share.

Brand development to this stage, the goal of international brand development is inevitable.

Lin Shizhu said.