Red Bean Five Clothing Brand Multi Brand Advantage "Complementary" Appeared In Jiangsu Clothing Festival

In March of this year,

The group's five fashion brands, Qi Qi, appeared in the Beijing Clothing Fair and attracted widespread attention. In September 14th, the red bean group presented the five major brands of red bean men's clothing, red bean home, Idif, Zuo^, and hendini for the fourteenth Jiangsu International Fashion Festival. With 810 square meters of super exhibition hall, with a fashionable, concise and atmospheric design style, the terminal image, brand culture and product theme were released skillfully to show the pformation and upgrading results and brand demeanor of the red bean group, attracting numerous customers to visit and become a highlight of Jiangsu Fashion Festival.

Affected by the complex external environment this year, the textile and garment industry is facing unprecedented challenges. Many enterprises are running difficulties and even losing money.

As the leader of the textile and garment industry, the red bean group has maintained steady and rapid development. In the first half of this year, the group only increased profits tax by 20% over the same period last year, and the five major clothing brands had more than 3000 franchised chains.

The reason for this is that the garment industry of the red bean group is able to form complementary advantages through multiple brands and make strong smile curves at both ends, thus successfully upgrading and upgrading the garment industry.

Multiple brand advantages complement each other

"Brand and fashion" is the theme of this clothing festival, highlighting the trend of internationalization and industrialization of the garment industry.

As the leading brand of Jiangsu garment enterprises, red beans have always been a banner of the clothing industry.

Since 2008, since the pformation and upgrading of group garments, besides the strong smile curve ends, focusing on terminals and R & D, the red bean group has further combed its five major clothing brands, with a clear positioning, including men's clothing brand, fashion women's clothing brand and home clothes brand, forming a multi brand complementary advantage.

The red bean men's clothing is the leading brand of the red bean group's clothing plate. It takes the mainstream group of China as the object of consumption, and aims to create the "mainstream life style of China". In order to adapt to the market changes, in 2012, the red bean men's clothing pays more attention to the fashion, youth and leisure of life.

This time, the red bean men's Wear Exhibition explains this change.

Red bean men's clothing 2012 autumn and winter new products, 2013 spring and summer new products are mainly colorful series, perfect interpretation of the men's clothing season of a variety of colors, highlighting the Chinese men in different time personality and elegant demeanor.

At present, the red bean men's clothing has 1500 stores in the whole country. In 2011, it won the honorary title of "the ten best units of after-sale service nationwide".

Another one of the group's men's clothing brands, hendouni, is an international brand with French origin. It is famous for its marketing innovation. It has a world-renowned concept of "lifelong customers". It is based on the marketing concept of parity, fashion, value and money to satisfy the glory of 25 to 40 year old urban intellectuals. It aims to create a one-stop leisure men's dress self-selection chain monopoly system and get the title of "the top ten brand of Jiangsu province".

Zuo^ is a fashionable man's wear under the red bean group, which fully demonstrates the pursuit of fashion for urban men.

Red bean home is based on the convenience of customers, providing a one-stop commercial space for people to buy clothing, clothing and household goods in the "family culture" life.

Idif, as the only high-end brand in the group, was founded in 2001 by the red bean group and ESMOD, the famous fashion design institute of France, to meet the needs of modern urban women in pursuit of delicate and elegant life.

Business model leading

"Good.

Half the battle. "

Zhou Haijiang, President of the red bean group thinks.

He said that the future competition is not the competition of products or brands, but the competition between brand business models.

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

The red bean men's clothing, one of the group clothing brands, has been in the forefront of the market, adapting to the development trend of the clothing market, and constantly introducing new strategic direction of brand development. Through the implementation of the new business mode, the introduction of the international designer team, the independent research and development of high quality products, the cultivation of senior management professionals, and the creation of product awareness and multi-level innovation through multiple channels.

Franchisees provide funds, suppliers, products and unified operation and management of the company's "trusteeship" mode, and become a new channel for the development of franchised chain stores of red bean men's clothing. This full trusteeship mode is that franchisees provide the necessary management and management expenses, and the relevant management and management are completely carried out by the company. Suppliers can follow the unified plan of the company's product planning and go near the market, and innovate according to the needs of customers, producing various marketable products, changing "passive" into "active", developing orientated, and producing "exploding money".

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.

The business mode innovation of red bean is also reflected in the operation of red bean home brand.

The brand is a new business chain mode mainly based on clothing and articles in the household. The core concept is to provide "one-stop shopping place and value for money products and services", and the "one-stop shopping" of red beans is favored by the market.

Since its opening in 2008, the red bean home has been opened by standard, and has been developing rapidly.

As of 2011, "HOdoHOME red bean home" has nearly 1000 stores, the company is expanding Beijing, Shenyang, Sichuan, Shandong, Henan, Zhejiang and other key provinces to expand, HOdoHOME? Red bean home also from a regional brand to the national brand.

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"Yew" becomes a coat.

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.

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 clothing festival, the red bean health care underwear and bra made of red bean antibacterial and health care knitted fabrics 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 clothing to further protect human health.

The knitted fabric made from yew fiber is bacteriostasis and health care. The knitted fabric is first made of wood pulp of Taxus wood, then processed into the yew viscose fiber and mixed with regenerated cellulose fiber and combed cotton fiber at a reasonable ratio, and then blended with functional yarn of spandex yarn. Then the knitted fabric with good bacteriostatic and anticancer functions is formed through Chitosan Finishing agent.

At the same time, this fabric contains combed cotton, Tencel and spandex silk, which makes the fabric feel smooth, soft, elastic and glossy. The underwear made of this material has the functions of moisture, antisepsis, anti-inflammatory and health care.

The development of new yew fabrics has applied the anti cancer and anti-cancer characteristics of Taxus to textiles, which has increased the added value of knitted underwear, and greatly satisfied people's pursuit of high quality life and the need for comfort, health and environmental protection of clothing.

It is reported that since September 2011, the red bean group has carried out the research and development of a new type of knitted fabric of bacteriostatic and health care functions of Chinese yew fiber. In July 5, 2012, the functional fabric knitted fabric of Taxus was successfully passed the inspection of the national knitting product quality supervision and Inspection Center, and in July 12th, the new product of Taxus chinensis var. chinensis was identified by the new product of Jiangsu Provincial Commission for economic and Trade Commission.

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 offline and online interactive mode is exploring the practice. It not only adds new connotations to the brand innovation of red bean, but also makes red beans a tradition.

The industry enters a banner of e-commerce.