Strategic Layout Of Fujian Style Men'S Clothing

Mode 1: setting up marketing center.

"The time of war and the years of burning passion are over. Now is the time for us to calm down and make rational adjustments."

In fact, from Guangzhou to Shanghai and Hangzhou,

Marketing Center diversification strategy has yielded fruitful results.

Earlier, Hong Zhiyong, the director of Limited by Share Ltd and director of marketing, led the Limited by Share Ltd in Jinjiang to set up a Southern China marketing center.

The news about the establishment of the Shanghai R & D marketing center was announced last year at the new product conference held in Xiamen.

Although the company had blocked news for a while, it eventually leaked out.

At the top of the company, the development of Shanghai R & D marketing center was promoted to the height of "shooting the first gun in the center city" and "launching the third entrepreneurial strategy".

In the early days before the promotion of the marketing center to the central city by the Fujian men's men's clothing enterprises such as the powerful and the leopard wolf, the seven wolves had taken similar actions.

In 2005, the seven wolves moved to Xiamen for R & D and marketing organizations in Shishi, and strengthened the links and resources integration efforts with R & D institutions such as Hongkong, Shanghai and Japan, aiming at improving marketing innovation and product development capability.

At that time, China's clothing industry was in a state of ups and downs.

The Fujian faction plate, which once won the leading position in the late 80s of last century, was caught up by the Zhejiang plate and Guangdong plate after entering the 90s of last century. The seven wolves once faced huge competition pressure on the domestic market.

At the same time, China's garment industry's design and development capability is seriously insufficient, lacking originality, resulting in product homogenization and brand hollowing.

Under such circumstances, Zhou Shaoxiong, chairman of Fujian seven wolves industrial Limited by Share Ltd, admitted that the Min faction plate must break through and make its own characteristics in the design and development of products.

As the leading brand of Fujian Style Men's camp, the seven wolves have a keen sense of smell.

Of course, unlike the companies like the powerful and male leopard wolves, the seven wolves set up living centers in cities such as Beijing, Shanghai, Guangzhou and Xi'an.

Last year, Fujian seven wolf industrial Limited by Share Ltd launched a public offering of 30 million shares, raising 600 million yuan for upgrading marketing channels.

Its related plan is to develop 20 men's living rooms in several cities, build a seven wolf male living area with an area of more than 800 square meters, and expand 200 flagship stores and 600 stores.

The function of the seven wolves men's living hall is similar to that of the marketing center.

Zhou Shaoxiong told dealers from all over the country that these men's living houses will shoulder the responsibility of "regional marketing center", which will carry the functions of image display, new products distribution, service demonstration and staff training in the region.

Mode three: operation branch

Qipai nearly 100 million yuan in the first phase of start-up funds successfully beachhead Shanghai, Shanghai independent operation is positioned as the high-end Chinese collar brand.

It is understood that seven cards to spend about 60000000 yuan in Pudong, Shanghai office will be the office of the Chinese collar brand office, in addition to financial management and other key positions by the original company personnel, its marketing, design, research and development personnel are recruited in Shanghai.

Aspire to build China

Fujian's Limited by Share Ltd, the world's first retailer brand, has a collective decision based on the "brain separation" management model in August last year, or it can be regarded as a new starting point for the company to open up high-end marketing layout.

Motivation: preemption of "soft" resources

Hong Lianjin, deputy director general of Limited by Share Ltd, director of the world's largest male clothing company, believes that the wave of Fujian Style Men's clothing advancing into the central city reflects a desire to seize the "soft" resources.

According to analysis, at present, China's clothing industry has developed to a certain stage, the competition pattern has undergone tremendous changes, the market space has gradually become saturated, the entry threshold is getting higher and higher, and the competition situation is becoming more and more intense.

In the future, the distance between front-line men's clothing brands and various hardware resources will be more and more difficult. In this case, the strategic significance of "soft resources" will be highlighted.

The target consumer groups of Fujian business casual wear are mainly middle and high level managers of small and medium-sized enterprises and enterprises.

The industry pointed out that these consumer groups have the characteristics of striving for progress, and the central city has attracted a continuous influx of this group with its natural market potential and huge development opportunities.

In this situation, enterprises can pull up the high-end strategic layout through advancing into the central city market, not only can effectively enhance the brand reputation, but also can speed up and upgrade the terminal faster, thus establishing the high-end style and quality image of Fujian style menswear brand.

At the same time, this way can also make use of the huge dissemination resources of the central city to promote the culture of Fujian menswear brand culture to take root in the locals.

In addition, Beijing, Xi'an, Shanghai, Hangzhou and Guangzhou gathered a large number of elite talents, and enterprises set up incubator platforms in the central cities to provide effective information and creativity to the company headquarters in Quanzhou.

Viewpoint: inseparable from the local foundation

As for the trend of Fujian Style Men's clothing advancing into the central city, the chief brand operation consultant, angel Jie Yang's marketing planning agency, believes that this is mainly induced by two factors, namely, product development and talent gathering. At the same time, it is not ruled out that the need for strengthening regional market penetration is possible due to a weak regional market or a change in agents.

Andy further said that the process of migration and integration between plates is very long, just as the fashion world has always been gathered in Paris, Milan, New York, London and Tokyo.

"However, although the seven wolves, the powerful, the seven cards, the male leopard wolf and the odd brand have been pushing into the National Central City in different ways, they are all partial. The headquarters of these enterprises are still in Fujian and Quanzhou, and the brand attribute is the Min faction. The foundation of the industrial chain is still local."

He said.