Tai Zilong: R & D Design Under Multi Brand Strategy

Wang Peihuo believes that the core element of brand added value is only one, which is the spiritual function of the brand - cultural concept.

It is precisely this mental function that affects the way consumers behave.

Always with

As a strategic position, Taizi long holding group launched the "Dragon Prince" children's clothing 7 years ago, and announced its march into women's clothing in 2012.

In April 20th, the holding of the strategic management seminar and personnel appointment meeting of the women's wear division of Tae lung long meant that the leading brand of the Chinese men's wear industry was "TEDELON" WHITE..

"I have a dream."

Wang Peihuo, chairman of Tai Zi long holding group, must have remembered the famous speech delivered by Martin Ruud Jin half a century ago when he said these words.

As a politician, Martin Ruud Kim's dream is related to human freedom and dignity. As the Chief Cultural executive of Prince Tai Lung, Wang Peihuo's dream is related to the most basic organizational cells of human society: "my dream is to create a" harmonious home "in the fashion industry.

Brand combination of "Family Museum"

Wang Peihuo's "harmonious home" refers to the "Family Museum" that is being built by Prince Tai Lung.

It is a modern terminal set mode that aims at providing emotional satisfaction and material identification to every consumer member in the family based on the integration needs of modern family members.

The unique feature of this model is that it sets up the men's clothing of the prince's Dragon.

And children's clothing brands, and these brands coincide with the personalized needs of modern family members.

Its commercial innovation lies mainly in its ability to scientifically solve the traditional business habits of contemporary business elites who have no time to take care of family needs and the traditional shopping habits of men who are not good at shopping. They can use the shortest time to meet all the needs of family members in a short time, so as to repay men's "guilt" towards their families.

For example, when a man comes to a store, he may think of bringing one to his wife, and a woman may bring one to his husband or child.

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It is based on the following two points of understanding: first, there are three situations in the target consumer group of the Tai Zi long, the family has children, the family has just married, and the family is about to become family. All of these three situations, no matter which one, have the consumption demand of the family relationship.

Furthermore, according to Maslow's theory of the hierarchy of needs, a higher level of demand is the need for spirit and love.

With the development of economy, the consumption of customers is changing from pure material consumption to additional consumption and psychological feelings besides material consumption. Service factors gradually replace product quality and price and become the new focus of market competition.

The target group of the men's wear brand is the 30-45 year old man with economic strength. This group is the mainstay of the society and the most busy and dispersed people in all walks of life. To find them and expand the influence of the brand, we must have a precise path.

To this end, in 2005, Prince Tai Lung created a sub brand.

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"Dragon Prince" brand takes the 5-12 year old boy as the audience target, and the parents with personality and fashion as the main consumer.

In the late 70s and early 80s, young people gradually became parents. Most of them have more active thinking, like new things, pay attention to the quality of life, pursue fashion, personality, healthy and comfortable life.

They generally want to give their children a growing environment of traditional culture and modern civilization education, giving them a space to free their individuality and make them become modern children who are self-confident, active and resourceful from an early age.

"Dragon Prince" children's clothing is designed around such a style.

Meanwhile, the "Dragon Prince" brand adheres to the business strategy of "animation service brand, brand support animation", and creates a complete animation operation industry chain mode.

With the launch of the original animation with the same name, "Dragon Prince" children's clothing has been gradually pushed to the market and gradually penetrated into the concept of Chinese children.

The launch of the "Dragon Prince" brand has made a very clear way to find potential customers of "Taizi lung" brand. The implementation of brand promotion has reliable measures and pmission arrival rate, so that a number of potential consumers quickly understand the brand culture of Taizi long and form a marketing mode of "small hands and big hands".

Similarly, the fashionable business image of the "Prince dragon" brand, which contains a solemn, elegant, free and unrestrained, "self-confidence and natural excellence" brand concept, will also achieve twice the result with half the effort for its female customers looking for "TEDELON WHITE". It must be elegant and sexy women who have family members with fashionable taste and quality of life.

To this end, the brand positioning of "TEDELON WHITE" is white-collar, art professionals between 28 and 38 years old.

They advocate simplicity, elegance, sensual appeal, and a simple way of dressing. They are committed to embody the independent thinking, the unique fashion life outlook and the character of not going with the tide in the new era.

From the perspective of color system, the male clothing of taizilon is dominated by grey, black and other dark tones. It shows men's steady and capable practices. TEDELON WHITE women's clothing mainly focuses on white and other light shades, emphasizing the simple elegance of women, while the Dragon Prince's children's clothing is colorful, presenting colorful childhood with its colorful colors.

Wang Peihuo said.

In Wang Peihuo's view, we can make

The brand occupies the market, is precisely grasps to the consumer psychology.

"To grasp the psychology of consumers is the top priority of brand research."

Therefore, the emotional marketing mode of Taichung dragon's family museum should focus on the following three aspects: first, shorten the time, space and psychological distance with consumers through the characteristic bundled consumption service; two, a more comprehensive understanding of customer needs, aiming at the current demand difference in the family market, upgrading the previous single male brand preference to the family portfolio brand identity; and three, guiding the "harmonious family culture", that is, "the culture of love", and developing it into a unique and unreplicable business model of Taichung dragon.

The core of emotional marketing is the individuation and accuracy of service. It needs to accurately perceive and grasp the customers' goods and service personalities, and properly intervene in customers' purchase intention.

Wang Peihuo has a clear and rational understanding of this point.

"Our family Museum" will be set up according to the comprehensive factors such as location, talent and so on. It will not be aggressive. It will not be promoted until we have enough experience.

"Family Museum" and other independent stores will also exist at the same time.

Wang Peihuo said that even if the "Family Museum" mode is a good profit model, it is also necessary to have a supporting team to support and realize this profit pattern. If the talent team is not at all, it can only slow down.

R & D design under multi brand strategy

The discerning eye has long seen that the cornerstone of the "Family Museum" model is the "multi brand strategy" of the prince's group.

In the history of business, a single brand strategy is implemented by enterprises. There are numerous cases involving problems of one type of product and involving the whole brand.

Therefore, in more mature enterprises, especially in the consumer goods industry, multi brand strategy has become the choice of many enterprises.

"However, the successful launch of a sub brand must be based on the maturity of the parent brand. Otherwise, it will not only cost huge manpower and material resources but also be difficult to succeed, and the parent brand will also be involved."

For brands, Wang Peihuo has his own thoughts.

Perhaps with this understanding, Wang Peihuo launched the "Dragon Prince" children's clothing after 10 years' operation of the "Taizi lung" men's wear brand. After 17 years, the "TEDELON WHITE" women's clothing was launched, so that there was today's harmonious family style "Family Museum".

Besides horizontal entry into children's wear, women's clothing and using different brand names, Tai Zi Long has carried out many brand extensions in her main industry menswear brand.

The young fashion brand RYMA, which originated in France by Tai Zi long, has a brand positioning that provides quality, positive and healthy products or services for young people in the global metropolis. The market positioning is 25-35 year old urban youth.

It takes "Open mind, Open life" as the brand concept, and takes "Smart, Sharp, Shine, Sunny" as the tone of the style, and pursues an open, free and healthy brand culture. It puts forward a new concept of "fashion and fashion", which brings fresh breath to the atmosphere of fashion, publicity, betrayal and pure self in the current market.

The RIAB brand, founded in 2007, has positioned the market as a 30-45 year old city elite. Its products are divided into three lines: business classics, urban fashion and urban leisure. It aims to create a fine life for men's consumption orientation, emphasizing the unique brand new design concept and special techniques of tailoring, maintaining the unique calmness and wisdom, so that people can find a "most suitable feeling" among the simplicity and give a more noble style to fashion life.

It needs to be emphasized that this brand product breaks the traditional business men's positioning and group goods mode. All products are self-developed, proofing and production, and there are no OEM products. Now there are dozens of special counters in Hangzhou, Suzhou, Ningbo, Nanchang, Wuhan, Chongqing and other cities.

So what does Tai Zi long use to support its multi brand strategy? Apart from the capital and the corresponding professional talents, the product launch is Wang Peihuo's strong sense of R & D.

Tai Zi Long Brand Research and development center is Tai Zi long.

The company's brand incubator and product design team currently owns.

There are more than 100 print masters, tailors, and sample workers.

Driven by the "brand theme development mode" and the "double track brand upgrading strategy", the R & D center develops and designs more than 3000 new products every year. It also provides space design and display design for more than 300 shops, providing instant brand promotion programs and project planning for the company.

"The main function of the R & D center in the future is to expand the business area of the original Prince" s dragon. Every year, we plan to extend 1-3 product lines, form teams and special management, and gradually pform them into new business branches.

Once the time is ripe, it will be stripped from the R & D center and set up a new brand.

Wang Peihuo told reporters that R & D centers play a role in strategic guidance, participation in decision-making, talent incubation, product line extension, and brand incubation within the company.

In the "12th Five-Year plan" of the prince's dragon, the R & D center will take the lead of the designer, and train two design teams each year to develop new product lines.

The initial goal is to ensure the current rich product category and high market share; the medium-term goal is that on the basis of the original brand logo, Tai Zi Long has derived from the "color planning" as the direction such as black card, red card, blue card, and orange brand, independently formed the research and development branch, and has more than 3 brands stripped from the original brand, and then independent brand operation, independent development terminal, to form a new product market; the long-term goal is to establish at least 10 independent research and development teams.

In order to ensure the vitality of the R & D team and the fashion sense of creativity, he has also established a post doctoral workstation with professional institutions in China, specializing in the development of new materials, new processes and new technologies. Working with Lamy studio in PRADO, Italy, he has chosen the European popular natural fabrics carefully, and has persisted in combining rigorous and detailed design with the selection of high-grade surface accessories to ensure the fine quality of the brand.

Cultural consciousness of fashion brands

As a fashion brand, its research and development design is not closed behind people's imagination.

On the contrary, they have the most sensitive touch on social information -- information feedback from a small store or franchisee to their grasp of the whole society's ideological and cultural trends.

"We will understand their sales information and customer information from every direct store and franchisee, so as to better unite their strength."

Riccardo Lamy, the chief fashion designer consultant of Tai Zi Long group and who is called "Italy fashion Godfather", told the reporter of Zhejiang merchants that "Prince Tai Lung must ensure that there is no direct store or franchisee falling behind, because if there is a shop that is not satisfactory, it will affect the whole chain chain, and even affect whether a brand can be built smoothly."

For Taizi long is striving to build a brand of different styles, Lamy's view is that we must first determine the most accurate brand positioning for the market and consumer research results.

Clothing itself must have a clear idea, professional quality, and a high degree of confidence in life and fashion trends.

Lamy, for example, is now carrying out a lively lifestyle revolution around the world. People are actively discussing "what is a brand new and sustainable way of life". This revolution will have a comprehensive and profound impact on the lives of people all over the world, and will also affect the kind of clothes that should be sold in stores.

"Shop is not only the place to sell clothes, but also our home, so we must strive for perfection.

For example, atmosphere, color, furnishings and so on, all need to be carefully designed and arranged according to what we want to exchange with consumers and what kind of consumers we want to sell clothes to.

Lamy as the chief designer's "Fashion China" series, can be said to be a masterpiece designed by LM for Tai Zi long.

The "Fashion China" series continues Tai Zilong's resolute and restrained brand personality and self-confidence and fashion brand image, but it is different from the classic classic business and leisure business. This series highlights the elegant and stylish European style. The lines are smooth and natural, and skillfully reinvent the Chinese elements with indistinct details: Silk buckles, Chinese red buttons and red trousers lines have broken the solidifying bondage of silence, turning the classic black, white and grey into vitality and fashion, not only perfectly combining European design style and Eastern Confucian culture, but also deeply excavating the cultural accumulation of regional market.

This series won the most market potential award in the 2011 Chinese new men's wear design exhibition.

"We hope to create a national symbol of China through innovation and breakthrough of clothing, and further release the details and connotation of the Chinese nation."

Wang Peihuo believes that the core element of brand added value is only one, which is the spiritual function of the brand - cultural concept.

It is precisely this mental function that affects the way consumers behave.

For example, Nike sports.

And national brand sports shoes, in many cases, is the same version and the same fabric from the same OEM manufacturer in mainland China, that is, the appearance and material functions of the products are exactly the same, but the differences are only the national cultural connotations advocated by their respective brands.

What is touches here is actually Wang Peihuo's cultural consciousness.

Last September 24th, when the "Zhejiang provincial enterprise culture demonstration base" was settled in Tai Zi long, Professor Jia Chun Feng, an expert on Chinese enterprise culture, commented: "judging from the vision, mentality and creativity of the leaders, not only is there a cultural awareness, but also a brand consciousness, too, Zi Long is a tightly integrated two consciousness with the development and operation of enterprises."

In fact, as early as 2007, Wang Peihuo added a new title to himself, chief culture officer.

"I prefer this new title to chairman."

Wang Peihuo told reporters frankly that in 2007, the traditional labor intensive manufacturing mode and marketing mode of the garment industry had come to an end and could no longer be a "smoky economy" instead of a brand culture and fashion industry.

But whether it's brand or fashion, its core is culture.

If no culture is the soul, brand and fashion are pale.

[dialogue]

Reporter: what do you think the title of "excellent entrepreneur of the whole country" was awarded for your achievements?

Wang Peihuo: Tai Zi long can win the prize this time. I think there are many reasons.

From a macro level, we always adhere to the scientific concept of brand development, vigorously promote energy conservation and emission reduction, do "smoke-free industry", and return the society with quality products and services as the strategic goal of the group.

From a meso level perspective, we have rapidly promoted the strategic pformation and upgrading of enterprise groups from the real economy to the brand economy through the "four in one" brand operation new mode of "brand culture, product development, image dissemination and customer service".

From the microscopic nodes, we have established a new mode of terminal brand operation through the implementation of marketable commodity management, unique new product display and promotion planning, and systematically solved the fundamental problems of the brand in terminal marketing, thus maintaining a higher level of gross sales of commercial products and laying the foundation for the sustainable development of enterprises.

Reporter: in recent years, the domestic economic situation is quite grim. On the one hand, some garment enterprises are facing the choice of life and death. On the other hand, the clothing industry is generally oversupply and the inventory is quite serious. Under such a background, what specific measures will be taken by the prince in the second half of this year?

Wang Peihuo: the first is to highlight the efficiency of single stores with unprecedented efforts.

The marketing center will launch a straight line alliance and a customer zero risk alliance, and support the new market with market support, set up a special fund for the market construction fee, and refund the profits to the customers with the high market maintenance fees of the existing mature market, thus effectively ensuring that the customers can have strong profitability in the current economic environment.

The two is to do direct business stores on the basis of the existing scale and encourage the store managers to be "bosses" to enhance their brand identity and effectively realize their self value.

The three is the newly established commodity management center, which strengthens the management and operation capabilities of goods and promotes the performance of single stores.

Four, the terminal support department will further study consumer groups, strengthen support for terminal stores from vision, sales, goods and competitiveness, and provide consistent and considerate services for direct and franchisees.

Although the market competition is cruel, business models are not just the pursuit of profit maximization and naked competition.

It should have natural selection, and should have coexistence and common prosperity. It should have arduous struggle experience, and should have poetic and picturesque leisure life.

As the saying goes, they earn nothing but money, they earn their lives.

Reporter: Tai Zi long can be said to be a classic case of the pformation and upgrading of the garment industry. But now many Zhejiang businessmen believe that pformation and upgrading is not that simple and requires a lot of investment, but what they lack is just money. What do you think?

Wang Peihuo: of course, we need to invest in pformation and upgrading, but not just capital investment.

If an enterprise wants to do a long run, management must keep pace with it.

If management can not keep pace with it, it is better to slow down the pace of development. Otherwise, too much money will kill the business.

Not long ago, our prince Tai Lung just suspended a direct store, and found that the management team could not keep up with it.

An enterprise, no matter how profitable it is, must have a good team to support this model, otherwise it will be empty talk.

Reporter: some people think that some problems existing in Zhejiang enterprises are caused by the impetuosity of Zhejiang businessmen. Do you agree with this statement? Do you think that the prince is really impetuous?

Wang Peihuo: this statement is not wrong, and it can be expected that China's impetuous business atmosphere will continue for quite a long time.

Those who do not put their energies into their main business are now being punished.

In the past 17 years, our prince has always insisted on doing the main business. Because the energy is put on the main business, once the industry has a trend, we will be acutely aware of it, and we will be able to adjust and layout step by step.

Reporter: but I heard that you have also done real estate and equity investments.

Wang Peihuo: that's right.

But in real estate, we still invest in the main industry. We do anime, and also provide cultural support for children's clothing, instead of doing culture for culture.

some

In the process of diversification, enterprises have been biased, leading to brand aging these years.

Reporter: what advice do you have for Zhejiang businessmen?

Wang Peihuo: enterprises must act in accordance with economic laws. Zhejiang businessmen need to return to the source of their business and not always think of getting rich overnight.

Any investment should pay attention to the rate of return, but the rate of return is by no means the kind of dream you want - more than a reasonable rate of return, one day it will still be returned.

Zhejiang businessmen need to maintain a basic judgement on business.