Moving Forward In The Era Of Fashion That Controls Terminals

Character business card Huang Jianxin : Executive General Manager of Shenzhen Xinwanxing Garment Co., Ltd., who has been engaged in the clothing industry for more than 10 years, has had the experience of operating and managing several well-known clothing brands and launching several famous marketing wars. He has a deep understanding and unique insight on the current situation and future development trend of the industry, and has in-depth research and understanding on the transformation and upgrading of the clothing industry chain.

In Huang Jianxin's view, in the past seven or eight years, clothing A new competitive trend is emerging in the fashion industry. Powerful big brands are gradually abandoning the form of agency and switching to the form of direct franchise stores. For example, Ermenegildo Zegna (Zegna) has abolished agents since 2004, set up branches in China, trained professionals, purposefully and systematically opened direct stores, and actively expanded the market; LV also cancelled its agents. Through the direct operation of the company, the development of LV in China has a clearer blueprint, and consumers can better experience the characteristics of its products and brands. Brands such as Versace and FENDI have also withdrawn their agency rights in the Chinese market very early.

Huang Jianxin said that the direct franchise stores can provide a comfortable and pleasant shopping environment, professional consultant guidance, ensure the unity and stability of the price system, and effective brand image. At the same time, the most important thing is to control the high profit link, which is the main reason why international brands continue to withdraw their agency rights. The person who controls the terminal and the high profit link will have the commanding height of business and more voice.

Huang Jianxin said; At present, one of the strategies that the Mondial Aire brand is working on is to change the store from the former agency based to the direct store based, supplemented by franchise agents. In the future, Mondial Aire will gradually increase its brand market share. It is planned to spend two to three years in the key shopping malls of the first tier cities nationwide to expand flagship stores and image stores. In terms of geographical distribution, the average number of image stores in the first tier cities nationwide will reach two to four direct stores.

　　 Brand culture Fit in with the spirit of consumers -- creativity is the life of fashion

Huang Jianxin believes that the clothing industry is a typical cultural and creative industry. First of all, what is the cultural and creative industry? He said that creativity is not an invention. Creativity refers to the presentation or expression of original things in a new way. Cultural and creative industries mainly refer to industries that rely on people's creative thinking, wisdom, talent and skills, use high-tech and creativity to transform and upgrade traditional industries, serve production, design, sales and other fields to improve product added value, and have the potential to create wealth and employment.

How to implant clothing culture into consumers, and how to connect brand culture with consumers' spiritual needs. One of the most important points is the user experience. The unforgettable experience comes from the experience process of "obvious difference". Why are international brands such as GUCCI, LV and DIOR highly praised by many consumers? Because they let consumers not only feel the product quality and quality service, but also the lifestyle represented by the brand is what many consumers yearn for and pursue, and consumers experience the high added value brought by the brand! In the future, the competition of enterprises lies in brand marketing and experience marketing, and the competition of enterprises in the future is the competition of brand culture. Products and services can only be regarded as the most basic elements.

After 20 years of cultural accumulation and precipitation, Mondial Air has formed a unique brand culture. However, the connection between brand culture and consumers, and how to realize the interaction between brand culture and consumers at the spiritual level need to be improved. As early as in 2004, Huang Jianxin and his peers in the industry proposed "terminal store media", which was a new concept at that time. He said that we should build and operate our terminal stores like the media.

An important place for user experience is the terminal store across the brand, and consumers are more likely to learn about the brand through the store. To create and improve the store image, we should take the store as a carrier, according to the brand connotation and characteristics, and then implant personalized elements, display pictures on it, make sound, so as to achieve the upgrade of the store image!

　　 Can be both professional and luxurious - expand the product line

When it comes to the brand of Mondial Air, Huang Jianxin believes that, from the perspective of brand product ideas, the first thing to do is to pay more attention to the marketization of the brand while maintaining the original characteristics of Mondial Air's existing positioning of "luxury, elegance and professionalism". Improve the brand's position in the industry through the expansion of market share.

In the past, Mondial Aire mostly followed the path of international brand. Now, while adhering to the path of international brand, it strengthens the market-oriented operation of the brand, adjusts the product structure, and expands the extension and creation of the product line. For example, in the process of sorting out the professional clothing, we have a new definition of the profession. It is not a suit or professional clothing. Professional clothing can also be luxurious and elegant, and professional clothing can also be beautiful and artistic. A woman has to go through a career more or less. It is a pity that a woman only wore Mondial Air when she was forty or fifty years old. Now Mondial Aire will expand the age span of this brand and realize the adjustment of product rejuvenation by strengthening the development and research of professional clothing. Only professional clothing expands the age range, introduces a new part of the consumer group, contacts the Mondial Air brand early, and experiences the brand.

According to Huang Jianxin, Mondial Aire will develop a series of products specifically for a unique consumer group. In terms of product lines, we have now carried out some cooperation with international brand companies. In the future, we may cooperate with international well-known brands to launch series of products according to the characteristics of Mondi. For example, the company launched the festive series. Through one or two years of exploration, it found that the festive clothing market responded very well. In the future, Mondial Aire will cooperate with international famous brands to launch proprietary high-end series products, which will also become a highlight of Mondial Aire!

　 Stimulate everyone's abilities and characteristics - real talent management

When it comes to enterprise management and operation, in the opinion of President Huang, the first thing for enterprise development is to actively expand the market, and the other important thing is to control costs. Financial management is the key to the operation of an enterprise. The market development of an enterprise cannot expand blindly. It should be based on the existing development situation and combined with the enterprise's capital chain to ensure the long-term stable and profitable development of the enterprise. At the same time, an excellent enterprise manager must also have a deep understanding of the enterprise culture, enterprise philosophy, future development planning and other aspects.

Huang Jianxin stressed that the core of talent management is to establish a standardized management system first, and then select, use and motivate people, and enhance team awareness and cultivate team spirit. In "Mondial Air", its rules and regulations focus on implementation. No rules, no circles. President Huang believes that any successful enterprise must have a standardized and strict internal management system, and good management is the practitioner and promoter of the system. A good manager should learn how to use people. President Huang believes that the real "talent management" is to treat each person in an appropriate way according to their abilities and characteristics, place different talents in appropriate positions, and create the maximum value.