Space &Nbsp; Potential &Nbsp; Capability! Brand Enhancement Skills
Potential determines
brand
How far can we go in the industry?
How big is the potential of Chinese brands?
Clothing industry
The speed of future development.
The seventh China clothing brand annual award Potential Award nominated by Kama, NancyK,
Pathfinder
This is a leader in improving the potential of China's fashion brand. For this reason, the reporter interviewed the responsible persons of the three enterprises and asked them to face to face with the readers.
Zhao Bo, executive director of Beijing Kama original clothing & Accessories Co., Ltd.
1 what is the relationship between potential and market space and initial positioning?
Sheng Faqiang: Pathfinder was founded in 1999, originally based on outdoor equipment such as tents.
In 2002, Pathfinder began to produce outdoor clothing after seeing the development prospects of outdoor sportswear.
It is the discovery of the future consumers' demand for outdoor sports, and the Explorer has the opportunity to develop.
At the beginning of the set, the brand must have different positioning, so as to have greater development potential and development space.
The Pathfinder is precisely because of the differential positioning and seize the outdoor sports market space, only in the 10 years of outdoor sports development has mastered the opportunity to become the famous brand in today's outdoor sports in China.
Outdoor sports are becoming a fashion. With the improvement of people's living standard and the increase of living radius, it will have more room for development.
Faced with such a development space, the Pathfinder will stick to his own position and continue to advance according to the development rule of the original brand.
Zhao Bo: Kama was founded in 2002. The first store opened successfully in 2003.
At that time, the consumption concept of consumers had just begun to change from business to leisure.
Most of the leisure brands that are well done in the market come from Hongkong brands, such as Giordano, Baleno and so on. There are not many original brands in China, and most of them are clothing processing origin. There is a certain gap between Hongkong brand and brand recognition and market analysis.
We analyzed the market environment at that time, and thought that the brand of Hongkong was relatively mature, but the style of these brands was not obvious. It should be considered as a mass consumer product. So we decided to differentiate in positioning and enter the field of casual wear.
We dig deeply from the character of people, and appeal to the brand with close to nature, love life, perseverance and heroic spirit, and create the brand of Kama.
In fact, it is risky to walk this differentiated route at the time, because we can learn from other people's experience and take the road that others have never gone through without any experience and risk.
We are lucky, we have succeeded, and this differentiated route enables us to strive for survival space and development opportunities.
To this day, I still believe that a new market brand should compete with those mature brands in order to survive.
Gao Min: in 2006-2007 years, we found that the fashionable young girls had huge potential in the market space, so they decided to make nancyk brand and locate it in girls' clothing.
With the change of the market and the change of consumers' aesthetic needs, nancyk is now moving closer to the mature idol image with a certain educational background and family background.
Our target customers are young white-collar graduates from universities to young mothers aged more than 30. Women of this age have very strong spending power, and the potential for consumption growth in the market is very large.
In our view, the potentiality of upgrading a brand should be closely related to its positioning in the market. As long as the market space is large, the potential for brand growth will be great.
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Gao Min, general manager of Zhejiang Han Bo clothing marketing management Co., Ltd.
2 where is the potential of clothing brand upgrading? Where does a brand keep its potential?
Sheng Faqiang: a brand must focus on customer needs, truly understand what products the customer needs, and meet the needs of the customer group, so that it will have the ability to continuously upgrade its brand.
Pathfinder has 4 aspects to improve his potential:
The first is innovation and technology.
Innovation is the biggest productivity. We have been innovating constantly in various aspects such as fabric and technology.
These technological innovations keep us in the leading position in the same industry.
The second is professional protection.
Outdoor sportswear is a highly professional clothing category, and has a strong professional protection function.
For example, the bending resistance of sole at 60 degrees below zero.
The nature of outdoor sports decides that many outdoor clothing is worn under relatively changeable or even harsh environment. Therefore, outdoor sportswear is more of a professional protection function, which requires clothing with high technology content and professional skills.
Laboratories and R & D centers have been set up to ensure the professionalism and professionalism of our products, and we have been developing and breakthroughs in product protection.
The Pathfinder has become an exclusive product of the north and south poles, which proves that the Pathfinder product attaches great importance to the professional attributes of outdoor products.
The third is simplicity and environmental protection.
When we are exploring the brand clothing of the Pathfinder, we will use the environmental protection material in the spirit of environmental protection, try to make every garment consume less resources, and let environmental protection start from the details.
The fourth is to lead fashion.
Our brand clothing not only has a high technology content, but also has a good degree of fashion. Nowadays, many people will wear warm clothing of our brand in winter, and this dress is also very comfortable in the city, because we are not only outdoor sports products, but also very fashionable clothes.
Zhao Bo: the development of brand must conform to the demand of the market and change with the change of market and the change of consumer's life.
Under the premise of maintaining brand style, we should not only understand consumers, satisfy consumers, but also guide consumers, so that we can have continuous improvement.
As far as Kama is concerned, we are also in the process of pformation. We turn the rough elements into the sense of urban explorers and adventurers, and create a positive and optimistic urban image.
Every successful brand will change with the times.
For example, the brand must constantly add fashionable elements that conform to the needs of the times, so that the brand can succeed in the market on the basis of maintaining its own style.
Kama is also constantly innovating and upgrading. From the beginning of design, we will have 20%-30% close to fashion style every quarter. This constant attempt has made us succeed in sales.
We are also upgrading the store image. Our new flagship store, which is working with German design companies, will be on the market in 4 this year. In management, we will continue to innovate in accordance with the needs of the company's development.
Gao Min: brand should not only focus on the improvement of commodity quality, but also concern about the pmission of culture.
All along, we have focused on improving the quality of products. We are constantly innovating in fabrics, accessories and processes. We also have enough efforts to enhance the value added of brands.
How to pass the culture to the final consumer? This needs to start with all the details. Only when the culture is pferred to the consumers, can the true accumulation of brand culture be achieved.
Each brand has its own personality, whether it is domestic brand or international brand, and the pmission and persistence of this personality needs 360 degree planning and implementation.
The continuous upgrading of brands should start from the dots, and continuously enhance the understanding of brand customers.
Now is an era of extremely advanced information, how to summarize and understand the global trend, pay attention to various cultural phenomena, and find fashion elements from various current news.
All these contribute to the improvement of brand's potential.
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Sheng Faqiang, chairman of Beijing Toread Outdoor Products Co
3 what do we pay more attention to in the process of development?
Sheng Faqiang: in the process of brand development, the first thing is that the product must be excellent, and we must constantly mold our brand culture, so that we can deepen the connotation of our brand, so that consumers can agree with the brand culture and identify the brand's taste.
Wang Shi, the spokesman for Pathfinder, has created an elitist culture for explorer, but this seems to be a great distance from ordinary consumers. In 2010, we launched an activity called "finding the Pathfinder".
Finally, through the network media platform, the majority of netizens and people from all walks of life to recommend or recommend the outstanding figures around you, voted by netizens and combined with the judges' selection, five "Pathfinder ambassadors" were selected. They were "environmental guards" Wang Yongchen, "love big" jasmine, "pioneer of innovation" MARK, "dream up to people" strokes, Heng Heng, "explore warriors" Lining.
The 5 Pathfinder Ambassador fortunately became a volunteer of the earth observing Institute, and went to Peru, South America, in January 9th, into the jungle and the earth observation Institute.
Scientists together formed the "Amazon exploration" field expedition team, boarded a century old "Aya Pu" ship, to the depths of the "Earth's lungs".
Pathfinder funded this extraordinary journey.
This activity has deepened the brand culture connotation of Pathfinder.
The Pathfinder realized the importance of brand in the early 1999, and constantly accumulated and strengthened brand culture in the process of development. We believe that when the brand of the Pathfinder reaches a certain height, our return will come true.
Zhao Bo: the accumulation of brand culture is very important in the process of brand development.
Product is the carrier of brand, so that the brand must go farther and longer. It must be the culture of brand pmission.
We rarely advertise in large scale in the past 8 years, but we have never ceased to create brand culture.
In 2010, we and the Beijing radio station held a public relations campaign based on "Kama challenge themselves and discover the beauty of the city", relying on Shanghai World Expo. The purpose is to express Kama's brand concept of love for nature, breakthroughs, low carbon and environmental protection, and achieved good social effects and consumer recognition.
Gao Min: it is very important for the brand to continuously improve its core competitiveness in the process of development.
The core competitiveness of a brand should also be omnibearing.
Our enterprises do not advocate the practice of reference to other brands, but advocate innovation and create their own unique practices and tastes.
For brands, breakthroughs should be the norm.
This year, nancyk has made great breakthroughs in store image and packaging. From the black and gold colors of shop owners to white and soft warm colors, the color of packaging has changed from colourful colors to elegance and higher colors, making the brand more feminine.
Nancyk is an American style, so this style is reflected in planning, packaging and shooting.
4, it is said that now is not the era of individual expertise to win. How can the brand stand out?
Sheng Faqiang: the success of a brand must be formed by a variety of factors, rather than being stronger in a certain way.
Production, design, channel, store image, management, service and so on are all very important, and these factors are multiplying relations. As long as one factor is zero, the result is zero.
Zhao Bo: any enterprise's success will not be created by single specialty. The success of a brand must be balanced development in all aspects.
Design, management, channel, supply chain...
All aspects are well coordinated and an organic and benign operation can be carried out steadily.
In the course of development, enterprises must be keen and forward-looking. We must know the subtle changes of the market and the development of competing products, and predict the future market trend.
Gao Min: now is the 360 dimension era. Only when all aspects are done well, can we enter the ranks of competition.
If you want to stand out, you need to constantly innovate and enhance brand continuous enthusiasm.
In my opinion, brand is also important in time accumulation. When the brand has been established for a certain period of time, it will still be able to maintain strong innovation ability. This brand will surely lead.
Another crucial point is that the brand must be firm in its own way.
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