Home >

GXG Men's Innovative Personality Beach Men's Market

2013/2/18 15:34:00 67

??? 日本語 Fran?ais English 中文

> a href= "http://www.91se91.com/news/index_f.asp" > women's wear > /a > display seven ways to let the brand get rid of the brand and compete for the brand. After 90, only Lining "shouting" "historical brand", how to deal with the crisis public relations brand marketing of the Imperial Palace: the brand spirit of the big brand

The success of GXG may be like a winning baseball game.

The key to winning is the team's personal wisdom and ability to play. It needs mutual trust and mutual trust. It also needs a clear and correct strategy and tactics.

As at the beginning of the interview, Yang Herong erased his aura and stressed: "our GXG innovation is not a single person, but a team."

In a baseball game, the "field coach" is known as the "catcher", and the most important thing is the ability to prepare, match the ball and command the team.

Yang Herong has been playing the role of "catcher" successfully in GXG, using his ability to discern market opportunities and the wisdom of overall operation of enterprises.

shopping malls on the other side of the main play /p >

in Yang Herong's business philosophy, the key is whether you are smart enough to pfer advantageous resources to where you need them most.

Yang Herong's business rule is to always try to understand the objects you serve before selling products, and more importantly, to attract their natural interests.

"men's clothing" is more passionate than /strong > /p >

Yang Herong P could have lived a quiet and comfortable life because he had an enviable job of public banking before he started his business.

He seems to be more keen on the business world. He has more and more contacts with business people as he works, and he is increasingly yearning for that unknown area.

But it is not easy to accomplish this pformation, but he still decides to try.

The first enterprise that Yang Herong founded herself was working with others, mainly to give foreign brands such as a href= "http://www.91se91.com/" target= "_blank" > clothing < /a > OEM.

And in this process, he knows more clearly than anyone that the price of the "low end" position of China's apparel industry chain has to be paid. "Creating a brand" has become the most pressing thing he wants to do at that time.

home textiles, children's wear, men's wear and women's wear Yang Herong has various considerations on the choice of brand types. He once stood at the door of the home textile store, observing the day's passenger flow, but in the end, he chose menswear.

Of course, such a choice is determined by careful consideration and careful consideration by him and his team.

"Why did we make men's clothing? The market positioning at that time was based on the market background of the whole nation's clothing market.

Clothing categories can now be divided into four categories: one is children's clothing, the other is sportswear, and women's clothing and men's clothing are the top second.

With the end of the Olympic Games, the total sales volume of the sportswear is declining, including several large sportswear brands, which are facing the bottleneck of development.

The growth rate of women's clothing is slowing down in recent years. The annual growth rate of men's clothing is going up. According to our analysis, there is a market growth rate of about 15%, while women's wear is only 7%.

So we chose men's clothing.

Yang Herong mentioned that the original choice is still well founded. "After choosing men's wear, the market will be broken down in men's wear."

YOUNGOR, Shan Shan, Luo Meng, and Luo Luo Cheng are all men's wear. There are also seven wolves, Li Lang, and they are all men's wear, but we classify them as traditional men's clothing, more emphasis on occupations, such as suits and shirts, and they later add a noun called business men's clothing.

GXG according to the analysis of the market, locking the group of 18~35 years old people, their fashion sense is very strong, and there is no good brand on the market which can be suitable for their multi angle choice. Therefore, we put forward the "elegant Youth Holiday" style positioning, that is, the office can wear, leisure time can also wear, this market point has not been covered, so we launched.

Yang Herong is always very precise about market opportunities. Of course, it can not be separated from the efforts he has made before. The opportunity is really reserved for those who are prepared, and those who are prepared are more likely to find opportunities.

the most valuable team /p >

"there are different ways to create brand in every period. We can not copy along the old mode.

Integrating resources is the key to our GXG creation. "

Yang Herong had a clear strategy at the beginning.

from a traditional foreign trade enterprise to a brand enterprise, there is a fundamental change in the middle.

First of all, team building is very important. The way of thinking of OEM is different from that of making a brand.

To pform, the first element is to set up a team.

GXG can have such a success today. I think our team structure plays a key role.

Our team consists of four parts, one is responsible for products, including product positioning, product design, product quality, two is responsible for brand image, three is responsible for product sales, four is the management and financing of enterprises.

We have all four talents. "

Yang Herong is proud of that.

in addition, it is understood that the age of GXG brand "a href=" http://www.91se91.com/ "target=" _blank "designer" /a is consistent with the age of the main target customers of the brand itself.

"They know what kind of image the age group needs.

I will give them great play and respect their opinions to ensure that our costumes are always at the forefront of fashion. "

Yang Herong said.

while in GXG, every employee has a strong sense of belonging and honor. Their efforts are also very moving to Yang Herong. He also clearly remembered such a thing: "in April of 2008, when GXG opened its first store in Cixi, our goal was to start business at 9 o'clock a.m.

At that time, my general manager and I arrived in Cixi at 9 o'clock pm the first night. We saw that our staff and the construction team were still working together to brush the walls. We installed our props until 4 a.m., and when the decoration was almost over, the staff were very hungry, but the shops were closed, and there was no place to buy a bowl of instant noodles.

The employees didn't say anything else, they just drank some water, then sat down on the edge and fell asleep.

To date, Yang Herong mentioned the success of GXG and attributed it to the excellence of his team. And he was more willing to let his team and his employees share the success of GXG's P effort.

A person's decision determines the height of his career.

"Although many employees say that money is not the most important thing to do here, we need to be clear in mind that the boss is making money with money, and that employees are using money to support their families. Money is very important to their employees.

If a boss only cares about his own development and wealth growth, he just forgot that the employees who support them need money more, so the boss will not make great progress.

Yang Herong said.

In the past three years, the GXG front-line workers' wage increase has increased by more than fifty percent.

In the current economic downturn, when many companies are busy coping with layoffs and salary cuts, GXG still raises staff salaries by more than fifteen percent per year.

In recent years, many enterprises have to make a labor shortage during the Spring Festival every year, and GXG does not exist at all.

{page_break}

cautious step /p >

"to be an enterprise, you can't be greedy. You just need to be honest and do well in your market positioning.

As for the rest, we need to wait until the right time and prepare for it.

As a leader, Yang Herong is cautious and dedicated.

Since P, GXG has only focused on men's wear brands and has achieved remarkable results.

Yang Herong also said that next children's clothing will be listed in the second half of 2012, "because people who buy children's wear are all parents, and now the young generation after 80 marries and bears children. They need to buy" a href= "http://www.91se91.com/" target= "_blank" clothes "/a for their babies, so we will create a style of children's clothing that we like after 80's.

Yang Herong also said that the company is also planning to launch women's clothing.

"Of course, it is impossible for us to cultivate a brand. It is very popular at once. We do not expect this miracle to come to us every time. We will have 2~3 years of training for women's clothing and children's clothing."

In addition, the company plans to open stores in Hongkong, South Korea, Japan, Taiwan and Singapore in the next 3~5 years.

But he also stressed that in a short period of time, GXG would not consider Europe and the Americas.

Yang Herong's prudence is also reflected in the brand promotion of GXG.

For a long time, GXG did not advertise on TV, nor did it ask for spokesmen, and then carried out large-scale advertising bombing.

Yang Herong explained: "because we are a pformation enterprise, the cost control requirements are very strict.

This is what all pformation enterprises must bear in mind, and put the limited money in the best place to spend.

So we abandoned the most expensive TV advertisements, and chose the three way: one is our young people, and many Internet users, and our customers are also very fond of accessing the Internet.

We made a survey. People like our customers like the ratio of watching the Internet and watching TV. They are about 37, 70% prefer Internet access, and 30% watch TV.

Therefore, we will launch some GXG network images on the Internet, and we will also have our display on Taobao and other websites.

Another is that we put the limited amount of money in the business circle of every city. We put the store in, and in this block, we will have outdoor advertisements, some road flags and so on, to render the atmosphere.

This kind of advertising actually costs little, but the effect is very good.

Plus, our products are indeed worth the money, and when young people buy them, they are finally driven by their word of mouth to drive the whole consumer group.

Yang Herong always has a clear idea of brand development. He takes a cautious attitude and is recognized step by step.

He does not like to imitate other people's success, but rather caters to the preferences of his own consumer groups, relies on and integrates his own strengths team, seeks out and goes out a way that suits himself.

> "GXG" brand circle, the popular young student /p >

Less than a few years, the commercial figures that have been envied have laid the status of GXG in the field of Chinese men's clothing and even the entire Chinese garment industry. Although it is popular, it is Yang Herong's excellent quality as a leader. The development of the brand should be combined with the whole economic situation of China or the world, so GXG2012 will slightly reduce the speed of some development. P

4 years, 2 billion /p >

"the opportunity to enter the market is very important."

Yang Herong explained, "if you are early in the market, you may become a martyr. You are late. You may have done it. You can only be a follower, not a leader of a fashion brand. We happen to have launched the products that they need when the young people just need it, so we succeeded."

although GXG has only been officially operated in China since 2007, by the end of 2011, terminal sales reached 2 billion 600 million yuan, and the repayment amount reached 1 billion 500 million yuan. From the establishment of a brand that has only been 4 years ago, Yang Herong felt satisfied.

GXG after the clear market positioning, the design style is biased towards Baroque, which is black, white and grey in three colors. "Our clothes are very strict with the people who dress. If they are too fat to wear, they need a very good figure, plus our sense of design. When you put on our clothes, you will feel that the whole person will be very energetic, very sunny, and very fashionable.

We have touched our consumer groups through these points, and have won recognition from all of us. Of course, this is also grateful to God for giving us a very good opportunity.

Yang Herong said excitedly.

it is reported that the sales volume of GXG in 2010 is only about 800 million yuan, and it has soared to 1 billion 280 million yuan in 2011.

Perhaps this is also related to the stage of the brand. GXG is still in its growth stage, so there is still much room for growth in 2012.

"GXG is now a store in the country, and the capacity of the market is far from being developed.

Now, GXG's two series can be worn at work time or in leisure time, and the other is the brand that is completely worn during leisure.

By subdividing the brand in this way, the coverage of the brand market has increased. This will ensure the long-term growth of the brand and ensure our growth rate.

Yang Herong explained.

now, GXG occupies the first place in similar clothing market in Jiangsu, Zhejiang and other southeast coastal areas for several years, and its momentum is rising rapidly. In 2010, it won the "fashion award of China fashion brand 2010".

The GXG phenomenon is also known as "new China's new gentleman fashion brand" by the famous Korean a href= "http://www.91se91.com/" target= "_blank" > dress "/a".

In addition, GXG was invited to attend the "Busan clothing week" in Asia.

"in recent years, the domestic market of garment industry has outperformed the export market, which has become the biggest driving force for the development of China's garment industry.

At present, the biggest opportunity for garment enterprises is the expansion of domestic demand, and enterprises must firmly grasp it. "

Yang Herong said.

GXG can stand out from many domestic clothing brands in the shortest time. The key is to keep up with the trend, identify the location and innovate.

The single day performance of Taobao strong > 41 million 950 thousand is less than /strong > /p >

In August 6, 2010, the official flagship store of Taobao opened in P, and ended in the end of December 2010. In just 4 months, a total of more than 56 thousand sales orders, more than 77 thousand sales and more than 3 thousand yuan sales were sold in GXG.

In 2011, Taobao's "double eleven" activities, GXG also accounted for 41 million 950 thousand of the single day performance, ranking the first in Taobao apparel sales.

Yang Herong said: "e-commerce is a very important channel for us to sell."

{page_break}

The activity of "P eleven" is like a stimulant, making Yang Herong and his GXG excited.

"Double eleven that evening, I just attended the annual meeting of IDG capital.

That day just discussed the development of electric business, how can make China's electricity supplier in the forefront of the times.

I have been concerned about our sales progress. The seminar was also very late that day. By the evening of 12, the results of online sales came out, and Taobao's three brands in the country were over forty million.

One is GXG, one is camel, and the other is Bo Yang.

Clothing category forty million is one of us.

The camel brand is sold a href= "http://www.91se91.com/" target= "_blank" > shoes < /a >, Bo Yang is home textile and clothing together plus a total value of more than forty million.

As far as clothing category is concerned, we should be the only brand operator in the country who is more than forty million, that is to say, we win the first place and 41 million 950 thousand of Taobao in clothing.

Yang Herong is still fresh in his memory of that day.

there was an interlude at the time. The first eight hours of singles day, as a result of too much traffic, resulted in Taobao's backstage black screen.

If these eight hours can run smoothly, perhaps GXG's sales will exceed fifty million.

"of course, in order to achieve the about forty million sales, the whole team of GXG has made a lot of efforts behind the scenes.

On the one hand, two months ago, we began to stock up a lot, and with the support of Taobao, we signed four logistics companies to serve us.

After the about forty million sales came out, we promised to deliver the goods within five days.

Yang Herong said,

"so the thing is sold, how to make users get things in the time we say, this workload is very large.

When I returned to Ningbo, I immediately went to the warehouse. I saw a lot of employees and a logistics company.

In fact, they had been working all day and night, but they seemed to be very motivated.

The general manager of our electricity supplier company also embraces each group one by one.

I asked her what she was doing. She said, they hadn't slept for more than 30 hours. They were very sleepy. I was afraid they might be wrong and give them a little stimulation.

maybe this "about forty million" looks like a jealous figure, but behind the scenes the whole team of GXG has paid too much.

"When we finished sending out the parcel, the whole people collapsed and fell asleep directly on the ground."

A staff member who was involved in the delivery said so.

Yang Herong also talked about the future planning of e-commerce.

"the annual growth rate of e-commerce platform pactions in the next five years may reach 40%.

Therefore, e-commerce is an important sales mode that modern retail enterprises must pay close attention to.

As a modern fashion brand, GXG will surely keep up with the trend of the times and strengthen investment in e-commerce.

On the basis of making good use of the existing e-commerce platform, we may consider building B2C platform ourselves, so that fashion brands can enter fashion sales channels.

innovative personality .

In the past four years, GXG has gone through a completely different development path from the traditional clothing enterprises. P

Men's clothing is only made, and it is tailored for people aged 18~35.

But in brand research and development, sales are full of personality and innovation.

While ensuring brand internationalization, it is also close to the aesthetic orientation of consumers. In sales, GXG does not like "multi point distribution", favors big business circles and core business areas, concentrates on opening stores, concentrates on opening up stores, such as Ningbo Tianyi business circle, has more than 10 GXG stores, and nearly 70 GXG stores in Shanghai; on brand promotion, GXG walks on two legs; GXG analyzes the characteristics of fashionable and rational consumers of 80 and post-90 young consumers; first, it relies on word of mouth, brand image and terminal services to establish the rational image and cultural connotation of GXG in the consumer group; two, through the Internet, print media, concerts, outdoor advertisements, official micro-blog, etc., it sets up the feeling of brand fashion, taste and fashion. Their designers in Japan and Hongkong are of the same age group as the target population.

at present, the sales of GXG brand clothing in the domestic market take the mode of "self join ten franchisee". The iconic shop style, exquisite and elegant fashion personality, fashionable and smart design ideas, and even fashionable fashion sales guide have all become GXG's brand image.

With the development and extension of the market, GXG, with its understanding and focus on 18 to 35 year old urban fashion men, constantly portrayed the image of modern elite men with superior design and rigorous attitude. The brand of GXG has been extended to all large and medium-sized cities in Beijing, Shanghai, Guangzhou, Wuhan, Chongqing, Dalian and so on. So far, there are more than 1000 stores, of which more than ninety percent of the total stores are franchised.

This sales mode has gathered the energy of franchisees and brands, and pushed GXG rapidly to China.

This may be another underlying reason why this young fashion brand can be accepted and rooted in the Chinese market in the short term.

After P clear positioning, we can keep up with our design and planning.

In the brand image, we have a lot of brains.

Buying clothes depends on seven senses and three points are functions.

Feeling is exactly the embodiment of your brand culture. Exactly how you want to express this feeling and let the consumer accept and understand it well, requires that the products of the clothing itself are better, the store image is better, and the salesperson's quality is also better.

Why? When people buy things, he wants to buy them in the business circle. In many business circles, many brands need to see the brand of GXG, and then rely on the store image to take him to the store of GXG. When we go to our store, we will attract the consumers through product display and the design of the product itself, and then the sales staff will show the products to the customers further.

Yang Herong has an accurate grasp of consumer psychology.

Therefore, GXG has made great efforts in the training of salesmen. All the shop managers in the country are trained through headquarters, and all shop assistants in the store have to go through headquarters training.

now, the main sales channel of GXG is the combination of exclusive stores and department stores. "Our brand is born late, and many places are occupied by other brands. If we simply expand the store, the development speed will not be so fast.

In addition to franchised stores, we also enter department stores. The latter can also enhance the quality of our brands. Now GXG has maintained the top three performance in the department store of Yintai system, and many shopping malls are ranked number one, and there are many famous brands abroad.

In 2012, we will make efforts in Beijing to enter the high-end shopping malls, such as orient Xintiandi, and do the image display of the front-end, so as to pave the way for the "new generation of China's tide brand".

Yang Herong said.

{page_break}

how to deal with the rising pressure of raw materials and labor costs this year, Yang Herong said that the annual cost of purchasing is about 5%~10%, but the money that young consumers can control is limited.

"How can we balance this contradiction? The most fundamental thing is that the quality should not be low, and it is better to sacrifice the profits of the company and protect the interests of the clientele. Only if they feel that buying GXG products is cost-effective, it is worthwhile that the brand can go long enough to be loved by them."

"quality is the premise of brand and market expansion, as well as the integrity of customers and consumers.

A company that has no credit to its users can do it again, and eventually it will be eliminated by the market.

GXG has a strict quality management system, which requires the quality assurance of finished products to be extended to the terminal.

in addition, the victory of a brand is the victory of the whole chain. As GXG wants to ensure good quality, we must treat suppliers well. "We can not squeeze suppliers' profits into their normal production and can not guarantee quality. Therefore, the payment methods we offer to suppliers, including the prices we offer, are all very fair.

As suppliers, because the production of this brand has earned money, they will also like this brand, the brand as their own brand in production, so that quality can be guaranteed.

Yang Herong said.

for the future listing plan, Yang Herong said that in the fierce market competition, listing is a way that a brand can go further.

Listing can enable enterprises to get billions of money through the capital market, which can be used for the construction of industrial chain, for the construction of channels, and brand competition is just the competition of the whole industry chain. In the competition of the whole industry chain, factories, stores, logistics and distribution bases, and so on, are all required capital input.

"Listing is the next step we need to consider in the company strategy."

"there are about more than 300 million of our customers in the whole country, while those who conform to GXG's clothing figure are about about 10000000.

If they can buy one T-shirt, one shirt, one coat, one coat and one pair of trousers each year, they can add up to 4000~5000 yuan, and then multiply by 10 million, what is the number?

In this way, our GXG brand can achieve more than 400 billion sales. "

Yang Herong is very optimistic about the domestic market and is quite excited.

, as a "catcher" who is good at catching the opportunity to attack and has a careful planning, Yang Herong has also set a sales target of GXG for the next 5 years with an average annual growth of about 40%. By 2015, it will achieve 5 billion 700 million yuan in return, < A href= "http://www.91se91.com/news/index_s.asp" > brand < /a > terminal sales reach 10 billion, and GXG becomes the "first tide card of Chinese men's clothing".