Urban Fashion Taste Women'S Clothing Brand -- Ayilian 3

Company profile
　
Guangzhou Jinyu Garments Co., Ltd. is a large-scale clothing enterprise integrating R & D, production and retail. It has two famous clothing brands, Ayilian and ALT. 　　

 
Its famous women's brand "Ayilian" is the leading brand of fashion ladies wear. The company first initiated the brand culture of "Lady modeling" in China. With the brand name of "pure Ayilian", it satisfied the needs of women's intellectual, lively, pure and fashionable clothes and makeup, and successfully created a ladies' cultural Kingdom, deeply recognized by the market. 　　

Ayilian's "fashion ladies dress" is well positioned for girls and young white-collar workers: skirts, single skirts, T-Shirts, cardigan, sweaters, cotton knits, down garments, denim suits, windbreaker, coats, casual pants, fashion shoes, leather goods, hats, socks, backpacks, drinks and other products. 　　

    Another brand named "ALT" is committed to "fashion men's clothing" brand new. ALT advocates taking the "design rise" route, spreading the cutting-edge fashion theme as the main line of culture, and insisting on vanguard fashion elements as the design mainline. ALT is located in young fashion, leisure oriented, innovative, innovative city men to provide fashionable clothing, jeans, T-Shirts, casual pants, jackets, windbreaker, sweaters, cotton clothes, down garments, outdoor functional clothing, casual shoes, leather goods, hats, socks, backpacks, glasses and other product categories. 　　  
　
The company has product research and development centers in Hongkong and Guangzhou, and has set up a product information collection base in New York, Milan and Shanghai to ensure that it is synchronized with the world fashion and has strong product R & D capability. 　　

The company has more than ten years of experience in garment production management, and has close to 60 excellent upstream suppliers. It can achieve the supply scale of more than 10 million items each year. At the same time, relying on its own professional logistics, it provides a powerful guarantee for fast replenishment and fast distribution in the whole country. 　　

Since 2006, the company has introduced a strong domestic and foreign consultant team, covering areas such as strategy, system, marketing planning, production management, product development, terminal management, store image, human resources, etc., and constantly improving its brand operation structure, showing that Zhi Zhi is one of the leading brands of Chinese fashion industry. 　　

On the market operation, the company has established a leading depth marketing system, formulated the most matching operation mode and expansion plan and supervision plan according to the specific market, and provided an advanced and feasible low risk mode for its partners. At the same time, it provided comprehensive support such as brand endorsement, advertising support, opening guidance, staff training, terminal operation and so on, so as to ensure the strong rise of the brand.

Consumption proposition

Pure beauty and pink Kingdom

Pure beauty: implication of Ayilian brand personality traits

  Lady: representing the customer orientation of Ayilian brand

Pink: brand represents color, represents the pink attitude towards life. It is the brand visual recognition feature, the unique pink gives consumers strong brand imprint. 　　

Kingdom: the product is rich and structured. Ayilian products will be expanded in the next few years to meet consumers' one-stop demand. 　　

Pure and beautiful lady: it quietly shows a character characteristic shared by the Ayilian consumer group. It is a unique spiritual beauty. It is pure without the world, and is not carved in the bud. Ayilian brings out the innocence and nature of the new generation of women, breaking the shackles of traditional ladies' ideas, allowing more women to enter the world of dreams and make life more colorful and free. 　　

Pink Kingdom: Ayilian health, happiness, liveliness, innocence, positive, brave, dedication, kindness, tenderness, Wen Wan...... The character has penetrated into the thinking of the customers. When the pink attitude is integrated into the product Kingdom, the connotation of Ayilian brand is released unlimitedly, like the vigorous development of life, attracting people's admiration. Ayilian is flying freely in its own pink Kingdom, like a butterfly dancing lightly, like a princess in a fairy tale, like a fairy in a dream, who has been reborn through a series of rounds of metamorphosis.

management idea
　　
First, run the people, then run the business.

First manage culture and then run the market.

We should implement the brand focus strategy, integrate all the resources of enterprises, and create the first brand of ladies' clothing in China and even the world.

Cultural concept
　　
1, Ayilian's N first and leading

2. Ayilian's corporate mission

3. Ayilian's business purpose

4, the spirit of Ayilian enterprise

5, the structure of Ayilian's corporate culture

6, Ayilian ladies cultural brand declaration

7, the specific manifestation of Ayilian's corporate culture

8. Evergreen Foundation