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The Growth Path Of Zi Zi Brand

2013/8/2 12:56:00 30

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> into category A stores.

As early as 2000, Chen Ying stepped into the clothing industry, and established Beijing Zi fashion a href= "http://www.91se91.com/news/index_c.asp" > dress < /a > Co., Ltd., and entered the Tianya women's clothing building as a brand agent. Many years of operation accumulated a lot of agent resources for P.

in the first year of running the brand, the company converted the former more than 10 agents into direct stores to expand the direct storefront of the brand.

At the same time, we hire Korean space design team to focus on the brand image of the store and image design.

Less than P, Zi Zi increased his investment in the storefront, and set up a large image store in Beijing and Tianjin's joy city system.

then, the gradual development of Cui Wei system, Parkson system, Ginza system and Denis system, including the end of July, will be stationed in Beijing Cui Wei Gongzhufen store, which has made the brand pass through the difficult initial stage, and has really entered the stage of rapid growth.

This year, Chen Ying intends to continue to expand the market, "plans to open 10 new stores. At present, there are more than 5 kinds of shopping malls to identify cooperative intentions."

We are confident that we will cover all high-end high-end department stores in the next 2~3 years.

It is indeed surprising that the speed of the distribution of P outlets is fast, but Chen Ying does not think this is a proudest thing.

she thinks that there are no advantages and disadvantages in the speed of the channel layout. Some brands can open dozens of stores in a year, and some brands only open dozens of stores in more than ten years, but they also do very well.

Although the increase in the number of outlets can enhance the total sales performance, the cost will also increase.

"in the early days of its establishment, the company pformed its former agent into a direct storefront and quickly formed the initial store size.

Since then, the company has invested heavily in channel construction, along with the rising sales performance of existing channels, which has reduced the difficulty of channel construction.

This may be unique to Zi Zi.

Chen Ying said.

solid foundation .

The rapid growth of P is not accidental.

Before the establishment of the company in 2000 and the establishment of Zi Zi brand in 2009, Chen Ying accumulated a wide range of connections and formed a group of core team members.

This has made the Zi brand a solid foundation for its rapid entry into brand management at the early stage of its establishment.

secondly, the company has accumulated a certain amount of capital wealth through many years of operation. This has laid a solid foundation for systematic management and channel construction after the establishment of Zi Zi brand, so that its posture has maintained a growth rate of over 180% per year.

"however, behind this rapid increase, our core development focus is on our products.

Only the product is accepted by the market, the brand can be recognized by the market. "

< a href= "http://www.91se91.com/pioneer/ > > Chen Ying < /a > stressed.

span style= "font-family:" Song body ";" span ";" "" "" > "< < >"

< --EndFragment-- > "for Zi Zi, what we do first is culture, and culture is used to precipitate the brand, just like our slogan: Zi Zi -- being a sunny woman.

Secondly, we pursue the adaptability of style. A piece of clothing can not only be worn to work, but also can be worn at rest; not only can 40 year olds wear, but also 30 year olds can wear them, and will never look older after wearing them.

The other is the brand's spirit of improving products. Before the new products come into season every season, we have to go through the 7 evaluation sessions. We should consider each tiny node with excellent and excellent attitude.

These may not be the advantages of the brand, but we have done more than others. "

Chen Yingru analyzed the reasons for success.

grasp customer and trend .

P is the key to product design and serialization. This is another important test for Chen Ying in the early stage of brand entrepreneurship.

brand should consider the overall image and mutual collocation of the brand, but also consider the brand advantage and the layout of superior products.

For this reason, Zi Zi combines his own advantages, focusing on dresses and coats as the dominant category, and carries out strategic cooperation with Jan Paul (Jane. Polo), Tuscan's creative room in Italy, so that the style accords with the international popular elements and meets the domestic actual needs.

To better product design serialization, we need to combine the brand positioning with the market demand accurately, so as to inherit the brand design spirit as P goes on.

Chen Ying believes that this process should focus on customer and trend analysis.

Less than P, Zi Zi always feels that his customer orientation is more forward-looking and broader than some relatively mature high-end brands.

Chen Ying explained that some mature brands do have high market guidance and appeal, but because of this, the design style of the brand is becoming more and more unitary and unified, so that the customer coverage of the brand is narrower and narrower. This is why many domestic front-line brands need to constantly introduce new brands to meet the needs of the long-span customers.

> a href= "http://www.91se91.com/news/index_c.asp" > Zi Zi < /a > the customer group is 30~50 years old, the surface visitors group has a larger age distribution, but the core customer group is 38~45 years old. These people have higher consumption level and higher demand for quality.

However, Zi does not want to completely restrict the age structure of the customers.

"we hope that the audience of the brand can expand slightly, so on the basis of the existing goods style, we have introduced a slightly younger and relatively mature style."

Chen Ying said, "in terms of element selection, fabric material, style and style, they meet the needs of different age groups.

This way effectively increases the brand's customer audience, which is also a key factor for the brand to create higher sales in a short time. "

More importantly, Zi Zi wants to provide more space for the core customers, because some of these people prefer to wear younger clothes, but p is too young to fit their age. Some like a slightly mature taste, while the large Suzhou dress makes it look older than the actual age.

in terms of trend, Zi Zi, like most brands, has a relatively long lead time for development. Not only in terms of trend, but also in the version, fabric, color and style, the core trend of popularity will be combined with the actual needs of Chinese customers, which will be most popular in China.

"this is the main reason why we want to cooperate with the creative studio in Italy. For Zi Zi, we have two design teams, not only to control the trend of the world, but also to control the actual demand trend of the Chinese customers, which is the direction for the people to work hard."

Chen Ying said.