Famous Menswear: A Brand Coming Out Of The Wholesale Market.

Although it has passed the autumn, the sunshine of Guangzhou still shone directly on people, southern summer.

At the beginning of this year, I heard the famous mouse company started to take the road of branding. The purpose of this trip to Guangzhou is to ask Mr. Yang Jiaxu, the president of the company, why: why?

Unfortunately, when I came to the famous rat company, Yang Jiaxu, the chairman of the board, went out with the famous designer Mr. Deng Dazhi. We arranged to meet for second days in the morning.

The next morning, I came to the famous rat building.

This is the Guangzhou operation center opened by the rat company in February this year.

In the office of the president of the four floor with concise furnishings, Yang Jiaxu told me the details of the rat pformation.

Although some people think that the pformation of the famous mouse appears lagging behind this year, Yang Jiaxu thinks that "succeeds no matter successively".

In the white horse clothing market in Guangzhou, the rat menswear is known as "

"In the wholesale field of clothing, the sales of rat T-shirts in the whole country is NO.1. In the past four years, our shirts sold in the whole country have also achieved NO.1."

Speaking of these two NO.1, Yang Jiaxu, who was sitting on the sofa, sat upright.

Yes, you may not think that many famous mice, who are not very famous, have their own position in the wholesale field of clothing.

Before the branding operation, there were more than 2000 outlets in the country selling products of famous mice.

At the end of June this year, Yang Jiaxu received a good news: the roc company was selected in the list of top 100 enterprises in China's clothing industry in 2010, and the fourteenth place in the Chinese apparel industry.

This is quite surprising to many people. A wholesale clothing company can sell its profit margins before so many brand enterprises.

For the sharp questions thrown by the author, Yang Jiaxu confidently said, "we have achieved this level in recent years, but we did not participate in the selection before."

Why should a company with good sales performance in the wholesale market be pformed?

Why is the pformation this year?

Yang Jiaxu's answer to the first question must have been brewing for a long time.

He used one of his rich Mandarin words and said in one word, he once read a sentence in a Book: "do you want to make your business a hundred years' business?"

Yang Jiaxu could not remember when he saw this sentence in any book or book, but this did not hinder its influence on Yang Jiaxu.

In Yang Jiaxu's view, the brand value of wholesale is too low to make brand is the trend of the future, so as to realize the dream of doing a hundred years' business.

Yang Jiaxu, who had been struggling for more than 20 years in the clothing circle, found that merchants in the wholesale market tended to drive sales by quality and product development at the beginning. With the development of pportation, homogenization competition in the wholesale markets became more and more serious.

"You have a hot money today. After a few days, someone else hangs up the same product. The quality may be better than yours."

Yang Jiaxu believes that although the famous mouse has already gained a foothold in the wholesale market, it is impossible for a clothing enterprise to sell wholesale for a long time.

Compared with those pioneers, the pformation of the famous mouse seems to have been lagging behind for many years.

From the beginning of this year to half a year, Yang Jiaxu himself feels that this road should go early, and now it feels a bit late.

Speaking of this, Yang Jiaxu stood up from the sofa and said a rather classical saying: "succeeds no matter successively".

"Famous mice do wholesale for such a long time. They have certain talent reserves and rich first-line experience.

We should rely on innovation mode to win the market. What is the relationship between a few shots late?

Taking a few shots late does not mean that we can't succeed. Whether we succeed or not depends on whether the enterprise and its leaders have any innovative thinking. "

Speaking of this topic, Yang Jiaxu seemed a little excited and came up with several classic summing up phrases.

Although branding is inevitable, Yang Jiaxu also realizes that the road ahead is not smooth sailing.

The ensuing problems need to be solved by him.

Puzzle 1: how to dispel dealer's misgivings?

The pformation has caused quite a stir in the dealers' customers of some famous mice. Some people clap their hands well, some people worry about it, and others see it in a cool way.

In May 28th, a rat in Guangzhou held a new ordering meeting in autumn and winter in 2011.

At this order meeting, some dealers came over and asked Yang Jiaxu: "what about selling a store?"

The confusion of dealers is the first problem encountered by rats.

Such worries were all expected by Yang Jiaxu.

"Most dealers recognize the pformation of the famous mouse, but there are some customers who can not keep up with the idea. They think there will be a lot of pressure to do the brand monopoly."

In Yang Jiaxu's view, the sales channel of the famous rat did not go all out to reform, but turned the store into a brand image shop.

Since it is still in the initial stage of brand development, there is not much margin from the rat company to franchisees, and a shop only charges 20 thousand yuan deposit.

However, according to the difference between the city and the business circle, the rodent will give each store a different amount of sales tasks.

Dealers feel "under pressure", most of them are afraid of not completing sales tasks.

For this part of the worried dealers, Yang Jiaxu gave them the reply: maintain the status quo.

His expectation is that we should make pilot stores in some cities and do it for dealers who are unwilling to change.

When the sales performance of the pilot store is up, other dealers will take the initiative to ask for brand monopoly.

At present, there are nearly 100 pilot stores in Guangdong and Shanghai.

The operators of these shops were originally dealers of rats, and were selling mice products.

"I talked to these dealers and told them to change them. They were so happy that they used to pay for their own containers. Now I help them to pay for them. I also help them design the store image, provide support in all aspects, and become an image shop."

Since the beginning of this year, Yang Jiaxu has gradually opened a number of rat stores in Guangzhou and Shanghai.

"It is estimated that there will be more than 200 in the first half of next year."

To Yang Jiaxu's delight, because the products of the famous mouse have already trained some fixed consumption groups in the wholesale market, so the rat sells well in the pilot stores in Guangzhou, and some franchised stores have been running for more than half a year.

Half a year, most shops can run more than one million yuan.

Question two: how can products be more fashionable?

"The most important thing to do is to find the right pattern."

Yang Jiaxu's model is the way of "MTV business men's clothing" that is identified by the famous mouse this year. "Quality, money, price, fashion and speed" is the core of this model.

By the end of last year, this concept had been shaped in Yang Jiaxu's mind.

But in the Chinese clothing market, the brand of "business men's wear" stands too numerous: the seven wolves, the powerful and the seven cards.

And the prefabricated "commercial style" business men's wear brand seems to have only one mouse.

Yang Jiaxu believes that in recent years, some commercial men's wear line brands have not been greatly improved, the old business men's wear mode has been aging and must be innovated.

Therefore, on the basis of business men's wear, Yang Jiaxu put forward the concept of "business men's clothing".

"No one has ever done a shopping menswear business man's clothing before."

Yang Jiaxu said.

For the five points involved in this concept, Yang Jiaxu counted fingers and said, "quality, price and speed" are not difficult problems.

The famous mouse company has its own factory in Puning, which is a guarantee of "quality" and "speed".

This is the second difficult problem for rat pformation.

The author learned from the famous mouse research and development center that at present, the product development of the famous mouse comes from two channels: independent research and development and design outsourcing.

T-shirts, shirts, underwear, socks and other products are independently developed by the famous mouse company. Other products, such as men's trousers and jackets, are provided by third party companies.

Yang Jiaxu has recently been in touch with some famous designers. The purpose is to integrate the famous mouse products on the original basis with the strength of famous teachers, so that they can have a sense of series and fashion.

Speaking of which, Yang Jiaxu explained to the author the reason why Deng Dazhi, a famous designer in Hongkong, came to the famous mouse company the day before.

"We would like to invite Mr. Deng here to help us guide our product design, organize our products and increase the color and design elements of our products."

Yang Jiaxu said that the famous mouse had done wholesale before, the products were very "real", and the sales performance in the market was very good. Now we need to pform into brand, and we need to add some fashion elements in the "real" products.

In terms of price, the famous mouse will keep the "price flat" feature. Most of the products will only raise the price by 20% on the previous retail price basis. "The retail price has not been raised too much, and the increase of 20% is acceptable to the consumers."

Yang Jiaxu believes that consumers are more pragmatic and rational. Making brands does not mean that they should set prices high.

And the "fast" requirement of "MC" business men's wear can be described as the strength of a famous mouse company.

It has been joked that the most rapid response of the apparel supply chain is not the ZARA, but the bosses in the wholesale market of Guangzhou, China.

For the famous mice, the rapid response ability of many years of wholesale exercise can not be underestimated.

So the pformation did not seem to change the supply chain of rats.

"Before doing wholesale, products from production to circulation speed is very fast, cloth to home, two or three days will be able to make products, faster than ZARA, because we have our own factories, speed is the expertise of wholesale."

Yang Jiaxu is very proud of his expertise.

Question three: how to improve popularity?

Most of the clothing brands have brand complex: they want to make a brand for wholesale, and want to be a high-end brand to make a brand, while the name rat is positioning itself as the two or three line market volume business men's clothing.

"We don't need to squeeze into high-end brands."

Yang Jiaxu said, and how to improve brand awareness is the third difficult problem Yang Jiaxu has to solve.

In 2011, the rat company began to provide clothing sponsorship and video advertising for the host of the TVS Southern TV ratings champion today's 1 line, and put a large number of road signs advertisements on the highway in Guangdong. Besides, other promotion plans were put into practice only after strict market research and demonstration.

Yang Jiaxu's principle is that money should not be spent in disorder.

Unlike most of the former clothing companies that use celebrity endorsements as an effective weapon to enhance brand awareness, Yang Jiaxu believes that celebrity endorsements are not suitable for rodents.

"Consumers are more and more rational, mainly depends on whether your clothing has design points. The key of the famous mouse is to develop. This is the key. We are more willing to do something more real.

Moreover, most of the men in business men's clothing are more rational. If they are dressed as boys and girls, they may be more appropriate.

Yang Jiaxu told me that the famous mouse is now invited to be a famous teacher, a designer rather than a star.

In the interview, rumors about the rat's listing were also confirmed.

In Guangdong Puning industrial and commercial bureau's work plan, supports the name mouse clothing and so on key enterprise to appear on the market is once the city industry and Commerce Bureau's work key point in 2010.

However, Yang Jiaxu disclosed to the author that as early as 2009, the rat company had been pformed into a joint-stock enterprise and ready for the listing.

After three years of guidance from the securities companies, in 2012, the rat company will put forward a financing plan and report it to the SFA Commission for examination and approval.

"Listing is a platform, first of all financing, and then you can advertise free of charge."

Yang Jiaxu said that at least three hundred million of the Chinese people are playing stock right now. After listing, they can get the attention of these three hundred million people, which is equivalent to free advertising for brands.

Listing also seems to be one of the ways to enhance brand awareness.