Red Beans Successfully Pformed And Upgraded.

The red bean is complementary to each other through multiple brands, making strong smile curves at both ends, successfully achieving pformation and upgrading.

Affected by the complex external environment this year,

The operation is faced with unprecedented severe challenges, and 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

Act as

The leading brand of clothing enterprises, the red bean has 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 research and development, the red bean group has further combed its five major clothing brands, with a clear positioning, some specifically targeting the mainstream crowd, some positioned as urban mature men, and some specializing in the fashionable men's market, aiming at the high-end women's wear Idif launched by urban white-collar women, as well as aiming at improving the living standard and yearning for the comfort of home life. The home clothes launched are five different brand positioning and different styles.

Red bean

It is the leading brand of the red bean group's clothing plate. It aims at creating the "mainstream life style of China" by taking the mainstream group of China as the object of consumption.

In order to adapt to the market changes, in 2012, red bean men's clothing paid more attention to lifestyle, youth and leisure.

Red bean men's 2012 autumn and winter new products, 2013 spring and summer new products with a variety of colorful series, the perfect interpretation of the various colors of the men's season, showing the personality and style of Chinese men at different times.

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 is a world-renowned "lifelong customer" concept. It is based on the marketing concept of parity, fashion, value and money to satisfy the glory of 25 to 40 year old urban intellectual. It aims to create a one-stop leisure men's dress self-selection chain monopoly system.

Zuo^ is the fashionable male dress of the red bean group. It fully demonstrates the pursuit of fashion for urban men. The red bean home is based on the convenience of customers, providing a one-stop commercial space for people to buy clothes, clothing and household goods in the "family culture" life. Idif, as the only high-end brand in the group, was jointly founded by the red bean group and the famous fashion design institute of France, 2001, to meet the needs of modern urban women for the pursuit of fine and elegant life in 2001.

Business model leading

Zhou Haijiang, President of the red bean group, said, "a good business model is half the battle."

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.

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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.

Up to now, "red bean home" has nearly 1000 kinds of shops. The company is expanding its efforts to expand the key provinces such as Beijing, Shenyang, Sichuan, Shandong, Henan, Zhejiang and so on, and red bean home is also changing from a regional brand to a national brand.

Product innovation leads fashion

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 the fourteenth Jiangsu 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 of the antibacterial and health function of the yew fiber is first made of wood pulp of the yew tree, then is made into the yew viscose fiber and then blended with the regenerated cellulose fiber and combed cotton fiber at a reasonable ratio to develop the blended functional yarn, and then the special weft knitted fabric is mixed with the spandex filament. Finally, the knitted fabric with good bacteriostatic and anticancer functions is formed through the 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.

Precise positioning, distinctive personality and competitive products make red bean's five brands strong in market development.

Moreover, the growth of red bean brand sales is strong, and the online and offline interactive mode is exploring the practice. It not only adds new connotations to the brand innovation of red bean, but also makes red bean a banner for the traditional clothing industry to enter e-commerce.