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Big Shop Era: Seven Wolves And Other Brands Enter Luxury

2012/4/2 13:29:00 13

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Luxury Of Seven Wolves In Big Shop Era

Through innovative marketing methods

Brand upgrading

Yes.

Men's wear brand

Important measures for market competition.

While continuing to channel down and expand the two or three line market, the competition of men's clothing brands in the first-line market is continuing.

In September 28, 2011,

Youngor

The flagship store in Dongdan, Beijing has been reopened for business. This is the third renovation of YOUNGOR flagship store in Dongdan since its opening in 2002.

Through the renovation, all 6 brands of YOUNGOR have been entered. The flagship store in Dongdan has become its exhibition center in North China.

In fact, before and after the national day last year, more than 1000 square meters of large brand stores in Shanghai opened in the Bund, Hangzhou, Yanan road and Xi'an, Harbin and other cities in Shanghai.

It is not only the YOUNGOR family that promotes the overall image of a large store.

In fact, in the men's clothing industry in 2011, it was particularly evident that the brand was upgraded.

Big shop Era

It has been said that in the past three years, seven wolves have done one thing, that is, the integration and upgrading of channels. Zhou Shaoxiong agreed.

As early as 2007, seven wolves raised 800 million yuan in the capital market for the development of 20 "seven wolves men's living centers" in Beijing, Shanghai, Guangzhou, Xi'an and other places with a construction area of more than 800 square meters.

Zhao Naichao, director of the seven wolf channel center, told reporters that the overall situation of the seven wolves "men's living hall" last year is very good. "The store with thousands of square meters is our future direction."

In November 2011, seven wolves were targeted to raise 1 billion 800 million of their funds for their "thousand shops rectification plan", which was changed from the parallel growth mode brought by past stores to the vertical growth mode of single store sales increase, and more funds and energy were used for store pformation, including increasing single store area and improving service.

"From the perspective of brand upgrading and strengthening management, we should increase the proportion of direct outlets in the first tier cities in the future.

After all, when managing franchisees, the management of shop assistants, clerks and goods is not direct enough.

At the same time, we will increase the number of outlets and improve the franchisees of the two or three tier cities, and pass the standardized terminal management to the pmission of the seven wolves' brand philosophy and image.

Zhou Shaoxiong said so.

The wedding bird also entered the era of big shop.

Wu Zhize, chairman of the news bird group, said, "the strategy of the wedding bird is to" rush straight, push the series and open a large store ". Especially, the promotion efforts of the big stores are relatively large. There will be a large number of large stores and flagship stores to open in the coming year.

It is understood that in 2009, the birds were publicly released 800 million additional financing, for the investment of 178 new shops, including 18 image center stores, 80 sales centers, 80 fashion shops; in November 2011, the public offering additional funds 1 billion 500 million, also used for marketing network promotion, this time the birds set up 180 good bird bird brand shop, 100 San Jello brand main store, as a leading group in the field of men's wear, including many of the men's clothing brands including Li Lang, nine Mu Wang, Jin Ba, Qipai, etc., have begun to layout the era of big shop.

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In the view of Zhao Naichao, director of the seven wolf channel center, opening a large store can not only display the brand new image of the enterprise well, but also has a deterrent effect on the local market and its competitors, and will also play an immeasurable role in promoting the sales of the local market.

Industry analysts believe that men's clothing brand stores in the bustling areas of big cities, the image publicity is more significant than the actual sales significance.

The competition era of men's clothing brand stores has arrived, which reflects the high-end development trend of men's clothing brand upgrading.

In fact, with the coming of the new consumption era, men's clothing enterprises are shaping the whole new image of Chinese men's wear brand in a rapid pformation.

Brand promotion

In March 2011, the seven wolves bought a 100% stake in Hangzhou Kenna Clothing Co., Ltd. (Connally, Versace, the famous jewellery brand George Jason and so on) at a price of 70 million yuan, which aroused great waves in the men's clothing industry.

Hangzhou Kenna's international brand has a strong initiative to enter the high-end department store channels. This intangible resource is undoubtedly a great help to build the high-end brand of the seven wolves and enter the high-end channels.

The Hangzhou Kenna revenue capsule provides a feasible channel for the implementation of the high-end strategy of the seven wolves.

"What makes many garment companies miserable is that they can't find a good stage to show their brand.

The future integration of seven wolves and Hangzhou Kenna in products, channels and other aspects is all-around.

Zhou Shaoxiong said.

There is no doubt that entering the high-end department stores and competing with the international top brands will greatly enhance the image of domestic men's wear brands.

At the same time, domestic menswear brand marketing is also upgrading.

In fact, with the development of society and the maturity of the consumer market, consumers' demand for clothing has gone beyond the practicality of shame and warmth, and has become the resonance of pursuing a certain life style and life concept.

In 2010, the seven wolves brought Honglei Sun, Zhang Hanyu, Chang Chen, Hu Jun and Lu Chuan five men and women in the movie and TV circles. The men's spirit in the new era was summed up in the slogan of "men's more than one side", and touched the hearts of thousands of consumers.

The famous scholar hall established by the seven wolves set up a new mode to integrate cross border cluster marketing and create a mental resonance with successful celebrities in different fields.

The same marketing upgrade also has red bean men's clothing.

In March 2011, red bean men's hand wear red star Duan Yihong joined the film at the nineteenth China International Fashion and accessories fair.

"Red bean men's love for Chinese men" is a distinct theme of the 2011 red bean brand year's activities. Through the deep excavation of Chinese men's charm, the brand image of red bean men's clothing has been promoted rapidly.

However, in the wave of brand building and upgrading, the Chinese Apparel Group has taken a bigger step.

At the end of 2011, China Fashion Group launched its first luxury men's clothing brand.

Francesco Fiordell, the chief designer of the society, is currently the design director of Zegna Asia. He said, "the community will not be a replica of Zegna. It will feel very internationalized and retain the Chinese elements in it.

For example, China's unique collar and embroidery will appear in the details of the design.

Luxury men's clothing, which is the ultimate goal of domestic men's clothing brand building and upgrading.

For the community, we are happy.