Us ABX Brand "Trousers Plus Shoes" Mode Hits China Leisure Market

In 2006, when the Wenzhou boss spent a lot of money to buy the operation of the US ABX brand in the Asia Pacific region, many international brands had already formed a climate in China. The two difficult problems of positioning and how to innovate were placed in the smoke market.

As far as I know, most companies use the strategy of follow - up, which is basically the traditional way of painting the gourd. It is hard to have a deep brand mark in the eyes of consumers.

The ABX brand in the US has abandoned the traditional business model and invented the "trousers and shoes" mode creatively, which is hardly available in China.

Will it go all the way?

With the suspense of my stomach, I decided to go deep into it, trying to analyze what was behind the mystery and find out the ins and outs of the pattern.

The company's high profile ABX is an American designer brand. It registered in mainland China in 80s. With the acceleration of the internationalization of the door, the boss of Wenzhou thought that only the buyout brand was conducive to the future development of the business. After several rounds of negotiations, the international deal shook hands last year.

In the absence of worries and worries, the Shanghai raibao Garments Co., Ltd. emerged as the times require. Since then, ABX has been two in one.

Decision is the key to success or failure.

At the time of preparation, Shanghai Lei Po costumes Co., Ltd. made strategic planning: the design was mainly overseas, and then the US ABX Tsukito design Inc was set up as a strong backing for development, so that international brands maintained a leading level in fashion styles, and there was a fundamental difference in the taste of popular brands. Taking the international metropolis Shanghai as a platform for radiation in the Asia Pacific region, a radiative marketing situation was formed in a short time; the clothing provinces in Guangdong, Fujian, Zhejiang and Jiangsu were used as processing bases to ensure the best technology; the active city Wenzhou was used as the test area, and the initial experience was accumulated, and then it was successfully promoted everywhere.

The above is a blueprint, the real breakthrough is in the domestic monopoly advocacy "Pants Plus shoes", aroused strong repercussions in China's clothing industry, but also promoted sales promotion and brand quickly accepted by consumers.

We have seen a whole series of clothing stores, but we have not found a new combination of trousers and shoes.

Why does the Shanghai Lei Bao dress limited company take the opposite direction and take another path?

They came to reporters two hypotheses: first, monopoly jeans, others have been preconceived, there are characteristics, but not necessarily in the characteristics of advantages; two, monopoly shoes, shoes world has long been branded.

Only surprise soldiers can suddenly rise.

In September 2006, Wenzhou began to test the water. In a year, more than 20 stores were opened in Wenzhou.

The U.S ABX Designs Inc. is a multinational design company. It is a new and perfect combination of simplicity, personality, classic, fashion series jeans and casual shoes to lead the fashion trend.

"ABX" is brave in trying new styles, using the latest materials and adopting alternative manufacturing processes and rigorously controlling the quality, so as to ensure the most desirable products for customers.

The creative design is very compatible with the current trend; its novelty and vane design is meticulous and flawless, and selects high quality materials and production mode.

As a pioneer of the trend, "ABX" continues to move forward. At the same time, it focuses on high quality, and the mode of self becoming one becomes a life attitude, a brand personality of "ABX".

"ABX" seize opportunities and create a unique style.

The company has attracted a group of creative talents. With the same belief, they encourage designers to create free ideas with open mind, and those who pursue the trend can find unique products.

Among them, the cowboy series includes body training, gentle and refreshing simplicity, fashion printing, multi element personality, high-grade material and exquisite tailoring; the footwear series includes fashionable lines with concise lines and bright colors, and classic elegant designs with fine design and fine workmanship.

Shanghai leapo Clothing Co., Ltd. senior executive said: "Pants Plus shoes" mode after the popularity of the fire, the spark started a fire, a year to radiation to Shanghai, Guangdong, Zhejiang, Fujian, Anhui, Hunan, Sichuan, Jiangsu and other places.

What is more exciting to them is that the sales of casual shoes account for 30% of the total sales volume, and the average sales of single stores are more than 30% higher than that of the company. When sales of rents, staff salaries and other expenses are almost the same as those of competitors, the sales volume of shoes is increased, and the market competitiveness is rising naturally. This creativity begins to smell fragrant, attracting a large number of discerning investors to join.

The beautiful details of the "trousers plus shoes" mode, a brand's positive influence is a comprehensive reflection of wisdom.

First of all, look at young, energetic and experienced management team.

The average age is 27 years old. However, heroes are young. They have the elites from the best clothing and leather shoes brands in China. They understand the market and integrate their original resources into new jobs. Therefore, they have always been handy.

The second point is the high-end brand mid-range price, the market acceptance ability is very strong, this is also consistent with China's national conditions.

The trousers are between 157 - 387 yuan, the main hits are 187 yuan, and the shoes are between 200 - 400 yuan.

Thirdly, they have their own unique ideas.

Originally, clothing and leather shoes should be developed in five or six seasons a year, with thousands of dollars each time, and most of the styles will not come back, or even lose money.

The company abandoned ordinary, refined and excellent selection, and attached importance to the development of styles in every sales season.

Pants all year round, divided into spring, summer, autumn and winter, and shoes are divided into four seasons, namely spring, summer, autumn and winter.

A unique positioning not only reduces the cost and risk of investment, but also reflects the confidence of the product.

The four is market segmentation.

"ABX" is only for men's leisure, and is between 25 - 38 age and beautify, enjoy the fun of personality and fashion.

If everything goes on, the characteristics are not obvious. The positioning accuracy of consumer groups is the killer of victory in the market.

It is no accident that "ABX" explores the success of any cause for us.

The refreshing "ABX" gives us too much inspiration. I think any inspiration is focused on wise choices.

First, choose the brand with international background as a breakthrough, meet the needs of the times, and stand up to the more and more discerning eyes of consumers.

Two, international R & D supports product innovation capability and wide market trust.

The three is to find Wenzhou as a pilot project, and gradually accumulate valuable experience for network expansion.

The four is to mature and attractive male leisure oriented, market segmentation is the biggest bright spot, society tends to leisure sports, this age group of men is undoubtedly the main force.

The five is to let senior executives with working experience enter the core and shareholding of enterprises.

The six is to seek quality and quantity in development, and embody distinct personality.

Of course, the most important thing is to creatively advocate "trousers and shoes" mode in China, and find a blue ocean in the fierce competition of the Red Sea.

I believe, especially the vast number of consumers, that ABX's innovation model will win more applause while challenging itself.