Brandon Based On High Cost Performance Ratio

For Nanshan Group, Brighton in the three cart seems to be the top priority.

After the outbreak of the financial crisis in 2008, most textile enterprises that relied on exports were not having a good time. Finding new profit growth points has become an urgent need for such textile enterprises.

And in the field of clothing, textile enterprises have inherent advantages.

Extending to the downstream of the industrial chain seems to be the only choice for textile enterprises.

For Shandong Nanshan Group, it seems easier to move forward in the field of clothing.

In fact, after many years of development, Nanshan Group textile and apparel company has perfect product research and development, testing system and state-level laboratory, and has independent research institute of wool textile and professional wear. It has product research and development institutions in Milan, Italy, New York and Losangeles, and has established stable production, learning and research cooperation with Xi'an Polytechnic University, Beijing Institute Of Fashion Technology, Donghua University, Italy CITTA STUDI BIELLA and other well-known textile and garment institutions at home and abroad.

In the field of clothing, Nanshan

The company has invested heavily in Beijing Bettany Fashion Co., Ltd. with its strong strength. It has operated many PAUL BETENLY (Paul Bettany) and Bosa Magine (Bosa Magini) brands through overseas holdings and investment.

Since 2008, Nanshan American company has successively run PAUL BETENLY high-end men's wear series brand, ARISTO 18 and BETENLY high-end golf series brand in the North American market. Currently, it has been stationed in 418 stores and top golf clubs in the North American market.

In 2009, the company began to establish strategic cooperative relations with China's State General Administration of sport and China Golf Association. Its brand Bethany became the designated supplier of China Golf Association and China's national golf team.

However, for Nanshan Group, there is still lack of a leading brand that can drive its entire industrial chain.

In August 2010, with the grand opening of Nanshan Fashion Plaza, the new brand MENS PLANET (mans)

To enter the field of vision, plus the Paul Betanly (Paul Bethany) and BosaMagine (Bo Samagini) launched by Nanshan Group, Nanshan Group's men's wear brand has formed a "three carriages" trend for different consumer groups.

MENS PLANET (Brandon), meaning "fashionable gentleman living planet", was created by three designers in Milan, New York and Beijing. It provides a new gentleman dress solution for modern city elites. The product is subdivided into three styles: "fashion", "elegance" and "classic", so as to meet the dress requirements of men aged 25, 35 and 45.

For Nanshan Group, Brighton in the three cart seems to be the top priority.

It is understood that relying on Nanshan Group from wool, top to fabric, clothing industry chain advantages, from fabric to clothing one-stop service, MENSPLANET (Brandon) has become the leading brand of Nanshan Group to enter the business casual men's wear market.

Bai Hua, general manager of Bettany Fashion Co., Ltd. in Beijing, said: "the creation of Bryton brand is not a whim, nor is it independent. Its establishment is related to the whole industrial chain of Nanshan, and the textile and garment industry of Nanshan is from wool, spinning, weaving, dyeing and finishing, garment processing to terminal brand. The original plan of the brand is to extend the industrial chain of Nanshan and maximize its profit."

Now, what MENSPLANET (Brandon) wants to do is to provide consumers with a brand that ordinary people can afford.

It is not only a temporary move for Brandon to pfer profits to consumers.

It is understood that relying on Nanshan Group's pasture resources in Australia, from the quality of wool, fabric quality and quality of post processing, every link of the industrial chain can be effectively controlled, which largely saves the company costs. Compared with competitors, Brighton's products have great advantages in terms of price.

But Brandon has not lowered the quality of products.

Turning to the characteristics of Brandon, white birch said, "one is the practicality of formal dress, and Brandon pays attention to the connotation of clothing, such as the version of clothing, unlike some enterprises blindly introducing the European version, and the improvement of Brandon's design makes it more suitable for Chinese people; the two is the functionalization of western dress, because the inherent characteristics of suits are relative plates, young people's active character is not very willing to wear formal clothes for a long time, so in the design, the characteristics of fabric and accessories are added to make the consumers feel comfortable and comfortable in their suits."

He also said that Brighton brand is not the traditional trend of following the high-end.

At present, there are more and more high-end brands in the market, including some of the top luxury brands in Europe, which have seen such a huge consumption potential in China. But internationally, some fashion brands are constantly entering China, such as Zara, H&M, Unique and so on.

I believe that with China's economic take-off, domestic men are slowly developing from pursuing high priced brands to paying high quality and low price.

In November 2010, Brandon's high-profile entry into the world trade center of the famous commercial center in Beijing showed Brandon's determination to enter the business casual men's market. In March of the following year, after the first time in CHIC2011, Brandon, whose core value of high performance price ratio was the core value of the brand, attracted the attention of the people inside and outside the industry. And in 2011, the pace of opening the shop was becoming more and more rapid. Shenyang, Ji'nan, Qingdao, Hangzhou, Taiyuan and Nanchang...

In March of this year, Brandon appeared again in CHIC.

Before designing a simple, fashionable and elegant white booth, agents from all over the world and people in the industry are constantly consulting the staff, and even some people can not wait in line.

And in the exhibition hall VIP customer negotiation room, merchants managers are orderly and busy with a group of intent customers.

What does the second exhibition mean for the new brand?

Bai Hua believes that many brands on CHIC2012 are truly showing their respective internal strengths, and Brandon brand has entered the market for only two years. In terms of product structure and terminal management, there is still a big gap between Brandon and other excellent brands in the same industry. "Brandon's participation in this exhibition is intended to show its design concept and design culture to the vast number of consumers and spectators, and at the same time, through the exhibition platform, we should strengthen exchanges and learn from each other."

He also said that for Brighton, this year is a year of internal strength training. This year, the number of terminal stores will be controlled within 20 stores. The core team will be focused on, the clothing market will be further studied, and the core value of the brand will be optimized.

At the same time, Brandon will work with CCTV and other mainstream media to further enhance the publicity and promotion of the brand so that more consumers can enjoy costumes with high performance price ratio.