V? GRASS: A Low-Key Dancer.

November 2010, China business information core A report released shows that V GRASS ranks among the top ten brands in the high-end women's clothing market.

V GRASS, the media and the public, seems to be a brand that likes to maintain a relatively low profile personality. In fact, different brand development has different ways of development and expression. But one thing is for sure. High or low key is understandable. Only by choosing the right way is the truly sustainable, natural and competitive mode of competition.

From "product subdivision" to "cultural subdivision"

Compared with the current rush to compete for the brand's "cultural coat" phenomenon, Wang Zhiqin, chairman of the company, hopes to adopt a pragmatic way of thinking and gradually realize the strategy of gradual evolution for the future development strategy of V GRASS.

Jumping off the homogeneity of women's clothing Design Style to shape the product of V GRASS, DNA, to focus on the character of "self cultivation", to achieve the "strategic fit" of other subsystems such as marketing, communication, etc., and to form differentiated brand image in the minds of consumers.

"Product segmentation is very important for the growth of V GRASS. Observing many international brands, most of them start with the stardom of single products, or focus on the temperament and character of products in a certain aspect. For example, CHANEL's little black dress, BUBBERY's classic grid. " Wang Zhiqin said in an interview with reporters, "similarly, V GRASS chose the same style of" self cultivation "of every season.

Admittedly, "choice" means "giving up" at the same time. Choose the trait of self cultivation, abandon all the style planning that does not conform to the character of "self cultivation". consumption Group.

In Wang Zhiqin's view, the development of the brand is phased. It can not exceed the product stage, and it forms a very perfect cultural symbol in the minds of consumers. At the same time, "product segmentation" will be accompanied by the whole process of brand development, which will be accompanied by the stage of "cultural segmentation", and become the characteristic of brand repeated transmission and enhancement.

Whether product segmentation is in place is regarded as the "Fundamentals" of brand development by Wang Zhiqin. The fundamentals are the core of the brand. If there is turbulence, the development of all systems around it must be unsustainable and unhealthy.

For V GRASS, this fundamental aspect is its product level. There are two connotations in the aspect of product characteristics. On the one hand, V GRASS has a unique soul of self-cultivation. on the other hand, product The quality should be impeccable. That is, it has internal quality and external quality, product processing, raw material selection and texture, and stability and consistency of quality itself. " Wang Zhiqin added.

Effective implantation of the concept of "strategic alignment"

In the interview process, Wang Zhiqin often referred to a concept called "strategic fit". In his view, "strategic fit" is a value word that contains "primary and secondary relations" and "system view" at the same time. The strategic development of a Brand Company must have a "mainline", otherwise it will fall into the chaotic state of low efficiency, and it will not be able to figure out which quality resources need to be tilted without reservation in a certain stage.

Therefore, to seize the "strategic core" is the first level of "strategic fit". For the current development of V GRASS, "self cultivation" style planning is the most important characteristic. How to make consumers choose the V GRASS when they choose to dress properly and appropriately wear is the first step in brand building.

Wang Zhiqin believes that the second step of "strategic fit" is to effectively integrate the concept of "system" into the internal operation and supply chain management.

The first is the internal operation of the company. What needs to be added is that a significant change in V GRASS's store in the middle and high-end department stores is that the new products of V. GRASS are nearly 1/3 higher than that of last year's. despite the positioning of high-end products, a variety of small quantities still become a positive response and keen capture of V GRASS to the current fast fashion consumer culture. In Wang Zhiqin's view, supporting the operation mode is precisely the second level of strategic alignment: through the flat management mode similar to "no department" in the company, it can improve the response speed of every subsystem in the system structure and avoid procrastination and twists. Communicate To improve decision-making efficiency.

The second is supply chain management. After the continuous development, V GRASS has gone from the simple product manufacturing stage to the brand operation stage. At present, apart from retaining some core production links which have high requirements for special technology, the basic mode of production outsourcing is basically adopted.

In fact, "outsourcing" is not only a test of whether the brand has a pair of "reliable eyes" to choose reliable partners, rather, it is testing its expertise in supply chain management, including supplier optimization, information interaction, quality tracking and other details. Especially in the current high cost of raw materials, labor costs and other comprehensive elements, the cost transfer of supply chain is likely to be affected by the manufacturer's links to the brand business.

However, Wang Zhiqin believes that V GRASS can effectively resolve these risks through effective supply chain management. In his view, first, as a brand with strong anti risk ability in the market, raw material cost does not occupy a major proportion in the whole cost structure of V. GRASS, and the premium of the brand has been relatively mature. Secondly, the balance of interests and cost sharing with suppliers is the concept of sustainable development that can stabilize the "zero supply relationship". Thirdly, how to pass the effective idea of design and manufacturing process to help suppliers improve the manufacturing process is the expression of brand strength and tolerance, and it is also a win-win move for both sides to avoid quality risks and ensure delivery and delivery quality.

Entering the mind of consumers

Many signals indicate that V. GRASS revolves around the character of self cultivation and actively explores new ways of marketing at the level of brand communication, expecting to continuously enter the "mind" of consumers.

Wang Zhiqin believes that the target consumers of V GRASS are women with knowledge of fashion and fashion judgment, which requires the brand to be virtualized. When the new marketing trend is constantly emerging, the brand can complete its own "personality" shaping on the multiple interfaces, so as to better communicate and dialogue with consumers.

An effective way is to establish "self media". Wang Zhiqin told reporters that the current V GRASS network micro-blog has been opened. Although it is still exploring the process, it is a very interesting way to create topics and contact effective attention.

At the same time, V GRASS also officially launched the network marketing. pace By selling with the off season goods, the official flagship store of Taobao has a good sales condition, and has already formed a certain consumption stickiness in the consumers. The repeat purchase rate of the old customers is relatively high, and at the same time, it has become a brand new interface for the brand dynamic dissemination.

"A good brand must be precise in its positioning, and its character is also distinct, but the way of contact and communication with consumers should be diversified and accessible." Wang Zhiqin said that entering the target consumer's "mind" is the key to accumulate brand reputation. "Mind attack is the top", and the combination of physical function and emotional appeal is the most ideal realm for brand development.