Innovation Is The Eternal Theme Of Brand.

< p > men's wear breaks through traditional thinking < /p >

< p > in this summer's seventh Asian outdoor exhibition, a non outdoor brand appeared in people's eyes. It is the "1981" urban outdoor brand of the group.

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< p > impression, Elia has always been the production of high-end suits, shirts and other formal clothing and all kinds of professional clothing enterprises, but all of which are changing. In recent years, Elia in strengthening the above formal design and production at the same time, to the market to launch a full range of Elia outdoor products, is aimed at the constant new, to nurture Elia this brand tree.

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P has quietly worked for nearly 10 years in the field of outdoor clothing.

In 2002, China International Airlines opened up the Arctic route. For flight and crew members to adapt to the harsh climate in different locations, each person was required to prepare an outdoor garment suitable for outdoor wear. It should be windproof, waterproof, breathable, warm and able to wear more clothes.

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P, founded in 1981, has named the new outdoor brand "1981", which reflects the great expectations of the group.

In addition, the company has set up a special design team focusing on the famous Korean designers, selecting high-tech surface accessories from Germany, the United States, Japan and Korea, so that both fashion and professional performance can be met to meet the needs of different levels of outdoor sports enthusiasts.

The company's quality management consciousness has strengthened the quality management of outdoor products. The high quality requirements of the world-class brands have been perfectly reflected in the products of the product.

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In January 5, 2012, P formally signed a contract with the China Geological Survey.

Elia's outdoor products purchase more than 100 thousand orders annually in aviation, telecommunications, power and geological exploration industries, which reflects the steady development of Elia's outdoor products.

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< p > although the new brand is just starting, it does not intend to invest a lot of advertisements in other new brands to stimulate sales, but relies on the rapid development of its channel resources.

At the same time, it is also one of the company's strategies to publicize new brands by means of exhibitions. In fact, before the appearance of the Asian outdoor exhibition, China's international clothing and Accessories Fair held in Beijing in March 2012 was also on the rise and will continue to develop this brand promotion strategy.

"As a new brand, in addition to using the exhibition resources to announce the existence of the brand, its biggest purpose is to attract investment, and Elia is no exception."

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< p > in Satchi's men's wear.

Satchi's change is even risky for others.

Faced with the increasingly assimilation of middle and upper class men's clothing, Satchi international has decided to "take the initiative in youth" and take the lead in breaking through, which was once questioned by peers.

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"P", but as the general agent of Satchi International China, Lu Huangbin, chairman of Shanghai Chi Nen costumes, believes that as the age of brand service changes - the main force of the new business population has gradually become 70 after and after 80, breaking the original idea of the original business set must be old, Satchi should be positioned in the city's new business men's wear - "business refuses the ancient board, classics need to be young more".

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< p > and in the recent order meeting, Satchi international changed the popularity of dealers because of its youth fashion. The order quantity increased by 50% compared with the same period. The voice from the market completely drowned the voice of previous doubts, causing great shock in the industry.

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< p > in fact, a few years ago, Satchi international began its brand pformation and upgrading.

Lu Huangbin realized that the old-fashioned business suit was no longer popular. People no longer wore a suit with a face and a tight pants on their trousers to take part in business activities.

Modern people have more time to relax, fashion highlights, business activities more relaxed and lively, clothing must match the brand, and fashion, business and leisure temperament is the core of Satchi international.

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For this reason, Satchi International's whole design team has strictly established the seasonal color system at the beginning of product development and design, and has consciously extended the next season products, adding more original development designs from the style to P, so that the whole product has a clearer theme line.

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< p > Lu Huangbin gives an example. The new suit is more self-contained in the version, and the color of the sweater will be more leaping and fashionable. The jacket, cotton jacket and down coat will keep the same color and style in keeping with the fashion world on the basis of functional retention. For example, the original color is mainly composed of blue black and gray, and now we should take into account the preferences of the new generation business people in the guaranteed version comfort.

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< p > when it comes to the field of business men's wear, there is another brand that is constantly breaking through and seeking change -- it is Cartier crocodile clothing.

At the order meeting in March this year, a theme of "Metamorphosis" announced that cartel crocodile clothing, the old brand of clothing, had to be changed.

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< p > in the 90s of last century, the cartel crocodile brand could almost match the international brands such as Armani and Zegna, and its fame was much better than that of Goldlion and Pierre Cardin.

But in the last 20 years, the cartel crocodile brand has been on the March or even regressed.

Zheng Yong, director and chief operating officer of cartel crocodile Holdings Limited, feels that he must now catch up.

He quoted Inamori Kazuo's words to express his mind: "on the track, the 42 km marathon, we started late, and people have left us several kilometers behind."

We are going to run marathons at a speed of 100 meters.

Only in this way can we win the first prize in this marathon.

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"P" and this time, cartel crocodile deliberately evaded the competition of the first tier cities, which was too intense, turned to the two or three and four tier cities.

In 2012, the company focused on expanding the market of Liaoning, Shandong and Jiangsu, and gradually spread to other provinces and cities in the future.

This strategic layout of "retreat in order to advance" is rooted in cartel crocodile's thorough cognition of its own advantages and disadvantages.

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< p > "our biggest asset is brand."

Zheng Yong said, "people's brand image and the high cost of entry make the competition of the first tier cities become fierce.

Consumers in prefecture level cities also have a perception of our brands. Why do we not get there to let consumers feel our brand new reform and upgrading? "/p".

After P, the cartel crocodile has a new style of men's business and leisure.

"The new season clothing has more fashion elements and meets the needs of business premises."

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< p > not only in the clothing style, Cartier Le crocodile also has done a lot of work in the shop decoration style.

In Zheng Yong's view, clothing itself and store style together constitute consumers' recognition of brand image.

Brand must realize "Metamorphosis", so storefront design must also give people a refreshing feeling.

The company's Direct stores and agencies located in all parts of the country soon appeared in a new look.

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< p > but the core of "Metamorphosis" lies in the pformation of thinking.

Zheng Yong asked employees to treat their partners and agents as brothers and sisters.

"If your siblings do business, how will you help him, then how can you help your customers?"

Zheng Yong said.

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< p > women's wear new mode marketing turns out < /p >.

< p > when some brands are still suffering from how to squeeze into department stores, some of the leading brands have already opened up a new path to explore new sales channels and marketing models.

The new classical Chinese style style of Hangzhou Jiaxi Clothing Co., Ltd., praises the brand testing water club mode, and has begun to show results. At present, the "celebration meeting" operated by club mode has set up 5 stores nationwide.

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< p > when it comes to choosing the original intention of "club mode", Chou Xiaojing, general manager of song brand, said in an interview: "at the beginning of the creation, it was originally intended to enter high-end department stores, but with the early investigation and feedback from customers, we gradually found that many high-end customers were reluctant to go shopping in department stores, because they were more willing to change their consumption experience because of their identity or want to enjoy more private and free services."

Therefore, chanting changed the original idea and decided to change it into a new marketing mode.

Thus, the "song meeting" was born.

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< p > in the "celebration meeting", customers can not only enjoy customized services, but also carry out cultural exchanges, learn fashion collocations, and even explore Buddhism, meditation, food and wine, fitness and other services.

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In the promotion of P, Tan has also chosen a very forward line -- mobile APP marketing, that is, mobile application client marketing, which is a new marketing tool for new media.

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The difference between P and traditional marketing mode is that APP marketing is not limited by time and place, nor is it just one-way flow of information.

Moreover, the space occupied by it is small, and consumers can carry it anywhere and anytime.

At the same time, it can give consumers timely preferential information and new product introductions. Consumers can also feedback products to manufacturers through APP.

Moreover, most of APP has the function of location and location, so the understanding of every customer can be accurate to life habits and behavior traces.

This is unthinkable in the traditional traditional marketing mode.

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< p > "in the apple and Android system, we can find chanson. After downloading APP, we can not only see the introduction of the production process and the latest fashion releases, but also store information and humanistic poetry."

Chou Xiaojing said.

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< p > APP marketing has expanded from other fields to the field of clothing, and has become a trend marketing tool.

In China, such as Metersbonwe's ME&CITY's APP, foreign Wake Wake Up alarm clock APP, Muji's calendar, notepad and other APP are numerous.

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In the past year, its brand radiation business circle has spread to all parts of China, including East China, Southern China, central China, North China, Northwest China, southwest and Northeast China. Its large dealers have reached more than 20, and the number of shops has exceeded 300. In the past year, the brand of P has already broken through in 2011.

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< p > in the past few years when the environment is not very ideal, as a brand new market, its dark horse posture has been concerned by the industry.

Analyzing the hidden password may be closely related to the distinctive cultural personality of the brand.

The culture of "mindfulness, altruism and virtue" advocated by Chairman You Dongping is perhaps the "breaking secret" of the true vitality of Siya duo and its joining mode.

The "altruistic culture" as a brand spirit runs through all business activities.

The slogan of the brand is "you also have a legend" - it concerns all the participants, not the ideals of the business owners. At the ordering meeting, the video of the successful experience of the agents is specially produced, emphasizing the sharing of success, rather than encouraging the agents to join the order. The goods are stronger than replenishment, not just the ingenious design.

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< p > this series of actions has won positive response from agent franchisees.

The provincial generation can pay for franchisees to open stores, and then pfer to franchisees business; IT system is in place, agents are spare no efforts; sales promotion actions are implemented, franchisees can respond positively; even many agents have responded to the call of the head office, set up a safeguard fund for employees, and the interaction between agents and companies is benign and efficient.

In the store, all terminals can receive replenishment support after 15 working days after feedback.

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At P International Clothing Fair 2012, Siya duo landed on the biggest booth of 660 square meters of women's clothing. The legend of orange became everyone's topic.

In 2013, Siya duo will still appear in the largest booth of women's wear, and uphold the art and trend to enhance the concept of brand style and value.

Its insistence on constantly displaying the brand characteristics in the form of art will provide a unique artistic label for the brand.

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