Levi 'S Operates New Cowboy Brand

　
In China, talk about Levi 's It can be said that there are many famous people who know a lot. DENiZEN Those who know are very few. If asked Levi 's and dENiZEN What's the matter? There may be fewer people who can answer accurately.

　　
In fact, DENiZEN It's the original jeans manufacturer. (Levi Strauss &Co. ) Recently launched an international brand. Act as Levi 's The brotherhood brand, dENiZEN, has been brewing for two years, and it is certain that it will enter the Chinese market.

　　
Not long ago, DENiZEN Unveiled in Shanghai, this is the first brand of a 137 year old commercial company launched outside the United States. It is also the first time that Li Hui commercial company has made China its first product. On the day of the dENiZEN brand press conference, the show on the T stage was not a super model, but the 10 representatives of consumers from China, Singapore, Korea and India with unique temperament and personality. DENiZEN brand press conference It has a special meaning.

　　
although DENiZEN and Levi 's The image of "cool" is far away, but people are familiar with it. DENiZEN Interpretation of fashion, vigorous and vigorous spirit of the times, inherited. Levi 's Jeans Professional quality, so that every consumer can find high-quality jeans suitable for himself.

　　
Zhu Shiying did not hesitate to talk about the direction of the future development of dENiZEN, confident and frank. He used to be the general manager of Levi 's East China and central China, and now he is the general manager of dENiZEN China.

　　
Brand positioning in price range

　　
Zhu Shiying is rich. Jeans Market Operational experience, he hopes to help with his own market experience. DENiZEN Finding a place in the cowboy world constantly seeking breakthroughs.

　　
In order to open up the market as soon as possible, dENiZEN launched a brand deployment campaign around the world. "Our global promotion plan has been completed. DENiZEN choose a potential market for trial, for example. China, India, Singapore, South Korea, Mexico, Brazil 。 By the end of 2010, dENiZEN will open 50 stores in China, Korea, Singapore and India, of which China will account for 40% and 20 stores. In 2011, dENiZEN's target in China was to open more than 100 stores. Hope to 2015 DENiZEN There are 1000 stores in China. " Zhu Shiying said.

　　
6 years ago, when Zhu Shiying was just the general manager of Levi 's East China and central China, there was no concept of cowboy clothing market share and market in China. just because Levi 's This led to the development of the jeans market and made the cake in the jeans market bigger and bigger. Zhu Shiying said that in some countries, the market share of jeans is larger than that of sportswear in principle, so there is still room for improvement in the jeans market compared with the sportswear market.

　　
"Based on my experience for many years, I am China Taiwan, Hongkong and Japan In such a mature market, Jeans wear The vast majority of turnover in department stores, the Chinese market still has great room for development. Zhu Shiying said.

　　
Zhu Shiying is doing DENiZEN When formulating future market expansion plans, we have chosen a more relaxed stance so that the logical marketing plan will burst out at a faster pace.

　　
The principle of dENiZEN distribution is to gradually expand from the first tier market to the two or three line market. According to our investigation, DENiZEN The biggest marketing place in China should be the two or three tier cities rather than the first tier cities. Most of the two or three line cities are located in shopping malls. In some areas, we will use dealer networks, some of which are done. Levi 's . Besides, we will attract fresh blood from outside. " Zhu Shiying said, "we will evaluate the new distributor from three aspects, namely the ability, the capital and myself. We hope that the dealer must do it himself. He must have good customer relations and must have sufficient funds. "

　　
Success, in the final analysis, should be reflected in numbers. This is Zhu Shiying's experience. according to Jeans wear The price is divided into four categories by Zhu Shiying: 300 yuan, 300 yuan ~500 yuan, 500 yuan ~800 yuan, more than 800 yuan. At present, Levi 's The market share of Chinese jeans over 500 yuan price range is close to 1/3. By the end of 2010, Levi 's will open 650 stores in China. Zhu Shiying believes that the 300 yuan ~500 yuan price range jeans market is a big business opportunity, which may be Levi 's market share of 5~6 times.

　　
"So we resolutely take this part of the market with the dENiZEN brand. The price of dENiZEN in the Chinese market is 339 yuan and 399 yuan, in principle, it is priced at 50 US dollars ~60 dollars. Zhu Shiying said.

　　
DENiZEN How do you establish your own price strategy? Zhu Shiying said: "through the investigation of the market, between 300 and 500 yuan, there is no international brand specializing in jeans. That is to say, at this price, we still do not see rivals who can compete with us."

　　
"We invited market research companies to conduct a large-scale survey of consumers who bought jeans in the shops and asked where they usually buy jeans and jeans. We obtained a lot of data, including the number of people buying different price ranges, and the largest number of jeans purchased at the price range of 300 yuan ~400 yuan. Roughly speaking, the price of dENiZEN in each country is between 300 yuan ~400 yuan, but it is different, for example, the price of India is lower than that of China. According to the results of the market survey, we set 339 prices and 399 yuan two prices in the Chinese market, and correspondingly, there are many styles. Consumers at this price range will buy after trying it out, and they will not worry too much. Wang Meizhu, marketing director of Li Hui commercial Shanghai Co. Ltd.

　　
Will dENiZEN continue to use the current price strategy for a long time? Wang Meizhu said: "it depends on the market situation, let the market decide the price, not we decide."

　　
"Strictly speaking, dENiZEN is still in the investment stage. By the end of 2010, the market will be invested at around 10 million yuan. The cost of dENiZEN is comparable to that of Levi 's. With the help of Levi 's supplier channel and the quality standard of Levi' s, we can make dENiZEN. At the beginning, there will be great challenges. Now the volume has not been worked out. If dENiZEN opens shop to 500~1000, the sales volume will reach 5 billion yuan, and with the economic scale, the cost can be reduced naturally. Business considerations generally adopt a more robust approach. The past Levi 's experience will be profitable only after 6~9 months of investment. Zhu Shiying said.

　　
As for whether dENiZEN will be involved in e-commerce in the future, Wang Meizhu said: "we are still studying electronic commerce, and now our energy is in stores."

　　
To Zhu Shiying's relief, consumers like it. Levi 's brand And trust DENiZEN brand So DENiZEN Post marketing sales are good. As for the specific sales figures, he shook his head with a smile and said, "it is not convenient to disclose it now."

　　
Brand orientation of target audience

　　
In addition to the price range, the target consumer group of dENiZEN is quite clear. " DENiZEN brand It provides tailored and excellent quality jeans for the new generation of unfettered and positive. " Zhu Shiying said.

　　
It is reported that the original intention of Denizen is to refer to residents or a life circle. They form a group with the highest group and second individuals. Denizen also has a deeper meaning. It means a group of people belonging to a specific group, with the same beliefs and goals, trusting each other, tacit understanding, and everyone in it.

　　
"We have an in-depth understanding. The United States, Canada, Russia, Brazil, Mexico, China, India Other countries began to pursue the psychology of social status and ethnic groups and the main factors that could stimulate their consumption. Wang Meizhu said, "they are 18 years old and ~29 years old. They have many things in common: they usually live in a polluted, hot, noisy and competitive environment; they are busy, active and active, and often run around the whole day; in their spare time, they like to innovate, so as to achieve the balance between life and work; in real life, they insist on the vision of a better life in the future; their life is fashionable and interesting, popular culture and hot current events are their focus."

　　
For their intrinsic needs, Wang Meizhu said, "they want to be recognized by self promotion; they are willing to devote themselves to their careers and are closely linked with their families and their social circles; they like practical, structured and well-developed life; they are very risk averse and need security and guidance. For example, help them assess the predictability of the development of things; they are eager to get the approval of others, especially from the higher social status.

　　
"We have face-to-face contact with these people to understand their reactions and needs. They have the concept of a group. They want to wear fashionable clothes, like the clothes of international famous brands, but the prices should be popularized. So dENiZEN is exactly what they want. DENiZEN jeans wear comfortably, match well with other costumes, and dENiZEN is an international brand, which is competitively priced. " Wang Meizhu said, "the dENiZEN brand needs to jump out and is totally different from the Levi 's, so only two or three of our team is transferred from Levi' s, because we do not want to be framed by Levi s.

　　
As to whether dENiZEN can open up a huge market for a specific price range and market positioning of the new generation of people, and create another century myth beyond Levi 's, perhaps only time can give an answer.