Ya Ying Is Stationed In Hangzhou Tower &Nbsp; The Zhejiang Style Women'S Clothing Adds New Products.

There are clouds in the market, and the brands that enter Hangzhou Tower are basically labeled with high-end labels.

"Product strength, marketing power and brand power are the three forces that make today's elegant and elegant."

A more than 700 square meter storefront is being renovated near the Xicheng square of the West City complex, which is located in the uptown residential area of Hangzhou. The huge logo EP Ying Ying, which has just been set up in the shop, has attracted many passers-by's attention.

This will be the eighth women's clothing store opened in Hangzhou this year.

Not long ago, in July 2nd, ELEGANT PROSPER Ya Ying (hereinafter referred to as the "Ya Ying") store went through five passes and cut six to kill the Hangzhou Tower.

In 2010, under the leadership of chairman Kim Yan,

There are clouds in the market, and the brands that enter Hangzhou Tower are basically labeled with high-end labels.

Anyone who walks around the Hangzhou Tower knows that most of the eyes raised there are brand names made up of English letters.

Although the center of the world textile manufacturing industry has been pferred to China, the discourse power of fashion dress is still firmly in the hands of foreign brands.

Nevertheless, there are still local brands in the Hangzhou Tower that can not see the battlefield of the smoke to highlight the tight encirclement, occupy a seat, which also has the figure of Zhejiang businessmen, Ya Ying is the outstanding one.

Experience marketing

The 3 floor of block A, Hangzhou Tower, is filled with dazzling array of fashionable women's clothes. After two rounds of walking around the corridor, it dazzled.

A franchised store is so bright that I want to stop by looking at it.

I told the manager of this experience, she said: "the display of clothing store is exquisite, sometimes a small change can bring unexpected results.

In addition to the matching of clothes, what perfume to play, what music to play, and how to raise hands when greeting guests is a standard and professional service in details.

Our position in Hangzhou Tower is to bring customers not only simple fashion clothes but also a quality of life enjoyment, so we use this experiential marketing.

Hangzhou Tower is carrying out the brand roll management. Every month, every half year and every year will conduct the examination. Some poor performance brands will eventually be invited out of the Hangzhou Tower.

In the Hangzhou Tower with high quality, it is the key to a brand's foothold to ensure that its performance is not eliminated.

"Although less than half a year's operation, our monthly sales are steadily rising, the highest day.

Before leaving, the author looked at a seasonal black autumn dress dress tag with a price tag of 2799 yuan.

This brand of Zhejiang merchants from Jiaxing, Zhejiang has already embarked on the road of high-end.

"Three forces"

There are basically three major schools for the formation of the brand of Zhejiang's clothing industry: Wenzhou's leisure fast selling brand represented by MTS, Semir and Semir; Ningbo's men's formal dress brand represented by YOUNGOR and Shanshan, Hangzhou's Hangzhou dress represented by Jiangnan Buyi and Akimizu Ito.

Hangzhou women's clothing is famous for its clear and graceful manners, and the price is also popular.

However, Ya Ying boldly jumped out of the rules of Hangzhou women's dress game, locating at the age of 28-45 urban women with certain life experience and wealth accumulation.

Gu Hongwei, image director of Zhejiang Ya Ying Garment Co., Ltd. outlined the development process of Ya Ying in recent years with the concept of "triangle".

The three crucial points of triangle are "product", "marketing" and "image".

Gu Hongwei introduced to Zhejiang Merchants: "in other words, product strength, marketing power and brand power, these three forces create today's elegant."

Product strength breakthrough.

Almost all the surrounding environments are designing and producing Hangzhou women's clothing, and the market is basically saturated.

In order to avoid vulgar popularity, yam Ying has hired a team of internationalized design talents from Italy, Korea and Hongkong to brainstorm the style of clothing that is close to the international trend. It has joined hands with fashion designer's "Ogilvy fashion" in image packaging, jumping out of the delicate and gentle visual image of Hangzhou women's clothing.

Marketing power.

Adopt 360 degree marketing, use brand advertising, product publicity, fashion publishing, fashion celebration, entertainment marketing and other promotion mode to establish a healthy and dynamic brand image.

Brand power upgrade.

Brand power mainly refers to the packaging of store image. Ya Ying always wants to use experiential lifestyle marketing to improve customers' details and provide customers with a high quality life enjoyment while shopping.

In 2010, the sales volume of the company reached 2 billion 150 million yuan, an increase of 48% over the same period. Since 2004, sales have increased by more than 40% for 6 consecutive years.

Walking with legs

The appearance of Ya Ying today stems from a turning point 10 years ago.

In 2001, Ya Ying first tried to make a store, opened the first self store in Jiaxing, and opened another store in Hangzhou.

Gu Hongwei confessed: "this is a very dangerous game of chess, the monopoly store investment, high risk, each quarter of the single, single, monochrome requirements are very high, the company's management ability is higher."

It is this kind of chess game that has gone right, increasing the opening of stores and department stores to exercise the company's management ability; then elegant and smooth into the second steps, all over the country to open the SHOPPINGMALL; the subsequent living hall in the north and south of the flower.

In the fashion life hall and flagship store, Ya Ying has been insisting on developing coffee bar, book bar culture marketing, and high-end VIP salon and regional fashion publishing activities.

In 2007, the opening of the first living hall was the milestone of the diversified development of the channel mode, marking the arrival of the big shop era.

Ya Ying also began to pay more attention to the promotion of store image and the planning and utilization of store space.

From the initial stores and department stores to develop together, to monopolization, department stores, shopping centers three pillars.

After laying a solid foundation, it has developed to the six legged walks of life hall, SHOPPINGMALL, department stores, monopoly stores, airport stores and network sales. This difference channel mode, which is different from industry competitors, let ya Ying go up step by step.

Nowadays, there are 280 self image stores and 270 franchisees. It has formed a marketing system covering the whole country, which is a combination of self run and franchised network with exclusive stores, SHOPPINGMALL, high-end department stores and fashion living hall.

In 2009, the company pioneered the development of e-commerce channels, creating a network of high-end Chinese women's clothing.

Expert comment: let the brand become the soul of business

The soul of business is to run the core value of a brand throughout all aspects of the operation of an enterprise, and become an ideological principle to guide enterprises in all aspects such as research and development, procurement, manufacturing, marketing, logistics and service, so as to establish a strong and irrefutable brand of 100 years.

After reading Ya Ying's case, the first sigh is "win in the sky".

Market competition first lies in the grasp of "heaven and time".

Before the reform and opening up, with limited income and cultural constraints, people only set up their own demand for clothing according to the "climate".

With the improvement of the standard of living, people not only set the demand for clothing according to the climate, but also according to the "occasion" worn by them.

So there are many kinds of clothing such as casual wear, formal dress, sportswear, home furnishing, banquet and so on. China's clothing industry has also made great progress.

After entering the twenty-first Century, even middle-income women, most wardrobes are not lack of clothes for various occasions.

Therefore, the mainstream demand of clothing market has entered a higher level stage, from "no need to wear" to "wear fashion" and "wear quality".

Brand represents higher quality and more international and fashionable image into people's vision.

Ying Ying's timing is very good. In 2001, she entered the brand market. At this time, the mainstream market of Chinese women's clothing entered the era of brand development. The industry development is still in the fast growing period, and many successful experiences can be shared by the previous brands.

I have always advocated the principle of "half a step in marketing". The timing of Ying Ying is exactly in line with the "fast half step" principle.

Therefore, the efficiency and efficiency are relatively high.

The second core magic of success is channel.

In China, channel is the most solid foundation for branding, because it ensures that the brand can pmit information to the market more effectively.

In the era of brand marketing and marketing promotion, channels even play a more important role than products.

Ying Ying's success and its pformation in the channel have changed Zhejiang Merchants' general reliance on the old mode of wholesale distribution and established direct and controllable proprietary channels, narrowing the distance from the final market and leading the channel's right to speak.

What is more valuable is that the channel itself has a life cycle. It is very worthy of affirmation that ya Ying, according to the evolution of the channel, has entered the new channel in a timely manner and formed a diversified and three-dimensional channel pattern.

It played an indelible role in upgrading Ya Ying's achievements.

However, as a brand expert, we must point out that the general idea of the brand operation is still brand promotion war.

That is to say, the brand is still used as a promotional tool.

The case also mentioned: the three corners of Ya Ying, brand and product, marketing three pillars.

This is the brand concept in the era of brand promotion war.

Brand is mostly a packaging method for external image of an enterprise.

Today, in the era of brand operation, brand must become the soul of business competition and the soul of business.

It is the core value of a brand that runs through all aspects of the operation of an enterprise and becomes an ideological principle. It can guide enterprises from all aspects of R & D, procurement, manufacturing, marketing, logistics and service to establish a strong brand of 100 years.

Brand is no longer a corner, but also the soul or core of all other corners is the value of brand warfare.