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Brand Innovation Promotes Pformation And Upgrading Of Enterprises

2012/3/26 21:11:00 15

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Due to the successful launch of the "electronic fabric pier" and become the focus of attention of the industry group, just ten days later, once again attracted the attention of the whole industry.

In March 26th, the red bean group carried the five major brands of red bean men's clothing, red bean home, Idif, Zuo^, and Hun d'in to the twentieth China International Clothing and accessories fair, showing the achievements and brand demeanor of the red bean group's pformation and upgrading.

In recent years, China is stepping up its efforts.

Textile and clothing

Great powers are turning to textile and garment power.

Transformation and upgrading become the best path recognized both inside and outside the industry.

So how to carry out pformation and upgrading? The red bean group continues to carry out brand innovation by making strong smile curves at the two ends, so that the pformation and upgrading of enterprises are effective.

Zhou Haijiang, President of the red bean group, said in an interview with reporters: "in this era of brand competition and the whole industry chain competition, whether a brand has vitality depends on whether the brand has a good business model and a strong industrial chain."

It is in the strong driving force of brand innovation that since the pformation and upgrading of the red bean group in 2008, the group's five garment brands have opened more than 3000 chain stores. In 2011, the sales of the red bean group reached 35 billion 171 million yuan, an increase of 24.78% over the same period last year, of which the clothing sector contributed half the share, and in the market, the brand image, the popularity and reputation of the red bean were further enhanced.

A good business model is half the battle.

"A good business model is half the battle."

Zhou Haijiang thinks.

He said that the future

compete

It is not the competition between products or brands, but the competition between brand business models. Only by finding the right business models and business channels and relying on business innovation to realize the brand's technological value and brand culture, can China's garment industry truly gain the right to speak in international fashion and develop healthily and sustainably.

Because of this, since the pformation and upgrading, the red bean group has been exploring the mode.

As one of the five major clothing brands of the group, the red bean men's clothing has been seriously analyzed and compared from the "fast fashion mode" to the "fully managed mode". Finally, the "full win mode" of the three parties has been chosen.

The so-called "fully managed mode" refers to the franchisee to provide funds, suppliers to provide products, the company's unified operation and management.

Through the integration of various social resources, the company can control and pay attention to the terminal.

"This will be the innovation of red bean's business mode and operation mode in the future. This will also be the trend and direction for the future development of the red bean men's clothing."

Red bean men's clothing official said.

In the fully managed direct business mode, franchisees only need to invest in the management and management expenses they need to join. The relevant management is entirely carried out by the company. Suppliers can follow the unified plan of the company's product plan and approach the market, and innovate according to the needs of customers, produce various marketable products, change "passive" into "initiative", and develop in a directional way to produce "burst funds".

With its strong brand resources and specialized terminal marketers, the company can carry out brand operation and operation management of daily sales. Through this way, franchisees, suppliers and companies can cooperate with each other around the terminal to control the terminal and achieve a win-win situation between the three parties.

Since its rotation, the red bean menswear store has grown rapidly, and now has more than 1500 kinds of shops.

The business model of the red bean is also embodied in the red bean home brand.

Operate

。

The brand is a new business chain mode mainly based on clothing and articles in the household.

The innovation of the mode is embodied in the Chinese "home door" dress and "one-stop shopping".

With the theme of "red bean home, love and Chinese family" as the theme of the promotion, the brand concept of "core value concept of" home furnishings, one-stop shopping places and value for money products "is advocated. The concept of" honest, peaceful, cheap, and civilian "is advocated. Starting from the convenience of customers, people wear everyday clothes into door clothing and door clothing, providing a one-stop commercial space for people to buy clothing, clothing and household goods in the" family culture "life.

The "one-stop shopping" of red bean has been favored by the market. Since its opening in 2008, the red bean home has been established by standard replication, and it has been developing rapidly at a rate of doubled every year.

As of 2011, "HOdoHOME red bean home" has nearly 1000 kinds of shops. The company is expanding its efforts to expand the key provinces such as Beijing, Shenyang, Sichuan, Shandong, Henan, Zhejiang and so on. HOdoHOME red bean home is also changing from a regional brand to a national brand.

This time, red bean is in the more than 1000 square meter Pavilion at the E1 Pavilion of the Clothing Fair. It has changed to the image of the terminal entity store in the past, instead of being a concentrated display of the brand business mode.

In the huge exhibition hall, the five major brands of ormosia are arranged in an orderly way.

The red bean image men's clothing has carried on the comprehensive deduction through the Chinese man's clothing matching for a week. The red bean home through the warm and comfortable family layout, has demonstrated the red bean men's clothing, the red bean home in the business mode, the product style and so on unremitting efforts.

Build a strong whole industry chain

The brand innovation of red bean is not only embodied in the business mode, but also in the innovation of the industrial chain.

With the development of economic globalization, nowadays, international competition is not only a competition between enterprises and products, but in the era of industrial chain competition, whoever has a complete and competitive industrial chain will have the opportunity to develop.

Based on this understanding, the group has been focusing on building a strong whole industrial chain.

Competitive products are a very important chain of the industrial chain, and products are also the core elements of the brand. In the face of the increasingly mature consumer market, red beans continue to improve the level of design management.

On the one hand, the red bean men's wear brings in a first-class, international vision design team and commodity planning team, including Kitayama Yoshiko, chief designer from South Korea, Lian She Shan, and commodity planning master from Japan. On the other hand, she also makes great efforts to enhance her independent research and development ability, and also develops joint direction development with buyer development to enhance product quality and fashion sense.

Moreover, the proportion of product styles in full managed mode is: business leisure,

fashion

Leisure, formal wear and accessories are 4:3:2:1 products, which not only enrich the product line, but also increase the product's plumpness.

Eadiefi and Hun Ni Ni respectively hired the famous Korean designer Jin Yuanying and China's first ten best young designer Luo Yaping as the design director.

The group has also continuously improved the technological content of its products, from cotton knitted ironing T-shirts to milk silk T-shirts to carbon fiber healthy thermal clothing. Red beans have been walking in the forefront of technological innovation products.

At this Expo, a Taxus health care underwear launched by the red bean home fashion show attracted many multimedia eyeballs.

Taxus chinensis, an amazing tree that can purify air and extract anti-cancer drugs, is known as "plant giant panda". It is applied to underwear and further protects human health.

It is reported that through repeated studies, the red bean group made the yew pulp from the Chinese fir as raw material, and then produced viscose fiber from the yew pulp, blended with long staple cotton and Tencel to form the fabric. The garments made of this product have the characteristics of slippery, delicate and so on, and have the functions of moisturizing, antiseptic, anti-inflammatory and health care, which is conducive to promoting sleep.

How to strengthen supplier management has increasingly become the most important link in the construction of industrial chain.

Continue to strengthen the management and standardization of the outsourcing units, and take the outsourcing units as an important strategic partner of the group.

This year, President Zhou Haijiang pointed out at the group's external conference that the purpose of convening the conference is to achieve a win-win situation. This "win" is not a unilateral win of red beans, nor a unilateral win of the outsourcing companies. It is a win-win situation for the whole industry chain. It is a win-win situation for enterprises, society and consumers. This is an important reason for the sustained and rapid development of red beans for many years, and it also shows the importance of resource integration in the whole industry chain competition era.

Since 2007, the group has issued 7 documents on strengthening the construction of the industrial chain. There are very strict rules from the scale, qualification, inspection and quality inspection of the outsourcing units.

In order to achieve long-term win-win and common development, the group will provide loans, training and management support to the excellent outsourcing providers.

At present, there are 418 units in the group.

Precise positioning, distinctive personality and competitive products make red bean's five brands strong in market development.

Only one brand of red bean is home, and the store will reach 4000 in the next three years.

Moreover, the growth of red bean brand sales is strong, and the online and offline interactive mode is exploring the practice. It not only adds new connotations to the brand innovation of red bean, but also makes red bean a banner for the traditional clothing industry to enter e-commerce.