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Stepping Into The GXG Brand: The Marketing Secret Of Clothing And Dark Horse

2013/9/6 22:17:00 27

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zhe Mu Shang was originally only a garment foreign trade OEM. He knew French GXG Brand Company in cooperation. France GXG Brand Company was a fashion design company jointly created by Gill and Green two brothers ("Gill Mix Green"). Ningbo zhe Mu still wanted to make her own brand, and sent it to sea through brand management.

This kind of story often happens in the industry. It is not surprising that big brothers and big brothers are very competitive. In fact, zhe zhe Shang and the team that specializes in GXG (Ningbo hehe Jess Card Clothing Co., Ltd.) is nothing, but it is indeed a new force! And it is so empty!

1. Precise positioning.

In positioning, we should avoid the reality and seize the opportunity.

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enter the "men's wear market". Compared to the women's wear market, the competition is not so fierce. However, there are also some famous international brands such as tiger, wolf, JACK&JONES, UNIQLO and so on. There are also local legions such as nine herdmen and seven wolves. They have already been filled with smoke and smoke. But the GXG team has seized the new generation of global English, seized the opportunity of the black and white classic men's clothing, and seized the relatively weak and even blank market positioning of "urban youth business casual fashion mix and match". Please see his brand Description:

The establishment of the "P GXG" brand is actually a complete and combination of the wearing concept.

In "GXG", Gill and Green each undertake the development and integration of different product lines.

Gill's products advocate freedom, casual and innovative style of fabric elements. In his series, many details, such as tailoring, buttons, zippers, embroidery and printing, are used to make the products fashionable instead of publicity and popular.

P > Green is responsible for another important product style.

He advocated eternal and classic mainstream style of the atmosphere, and used more popular fabrics and fashionable art to deduce the classic style of men's clothing, which reflected the atmosphere and not old, simple and simple.

The addition of Green adds a very complete and full complement to the other side of Gill style male life. In a sentence plated by French GXG advertisement (Chinese): "GXG leads a man's 24 hours of diverse life", we can clearly see that the combination of Gill and Green makes GXG brand pition from the original "G" style to the "double G" style.

"Gill Mix Green" means the gentlemen of the city office group are dressed in the two major series of GXG: the city street holiday and the city business travel. These young gentlemen dress up in 24 hours and any occasion to dress up as stars, fashion, confidence and shine.

brand target customers: accept fashion culture, aspire to young people aged 25 to 35 with high taste and high quality.

Their attitude towards life is rigorous. They treat the details carefully and treat them with due respect. They are concerned about the world's trend and have the courage to accept challenges. They are the elites of all professions and are keen to pursue the elitist image of internationalization and urbanization.

They regard the GXG brand as a positive pformation of the long-standing traditional and conservative image.

using GXG's own words: seize the business of "four storey and half" in the shopping mall, just between "business" and "leisure".

two, the product is excellent.

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with Yu Yong, general manager of Ningbo hehe Jess Card Clothing Co., Ltd., Yu Yong said, "if I have to choose between quality and style, I choose quality!" in fact, it is the first marketing power for any industry product, especially for men's clothing. "GXG"

Yu Yong grasped the root. There was no good product. The position was all white. This is a common sense that many people often make mistakes.

of course, this is not enough. For clothing designers are very important, so there will be cooperation with the French GXG design company, including later in Japan to build an excellent designer team.

to be honest, many industries, including clothing, are highly competitive, but the general pursuit of "low price" will inevitably bring about "low quality", and the product itself (quality, style, etc.) has great room for improvement, which in itself is competitiveness, because it can not be separated from good product reputation for a long time.

three, by boat going to sea, integrating cognitive resources, differentiating and focusing on communication! /p >

the brand name of GXG was adopted in the French GXG design company, and later the size G double brand was introduced.

Instead of starting from scratch to create new brands without cognitive resources, this approach is similar to the trend kappa, and the trend is also very successful.

Chinese believe more in foreign brands, especially clothing. France, Italy and other brands have inherent cognitive advantages. This is not enough to spend on advertising fees, it can save a lot of time and cost, especially not miss the market opportunity.

In the field of brand promotion, the fashion industry's regular practice is the model show, while GXG has another way to make a big play, including concerts with celebrities such as Jimmy Lin, who quickly occupy the minds of young people. This tactic is fierce, and is often written in a big way, with all kinds of propaganda and integration, focusing on attack. It needs to be done, shocked and unexhausted!

strong > four, channel: cut into the high-end shopping malls, develop rapidly, and enter the online sales in a timely manner.

online and offline for good interaction and complementarity! /p >

the financial crisis GXG "contrarian" into the high-end shopping malls, the line stores in 2008 has hit 300, in June 2013 has reached 1200, offline sales accounted for about 90%, we can see that the choice and expansion of high-end shopping malls played a decisive role.

In August 6, 2010, the GXG Taobao mall went on line for only 3 months. In November 11th of that year, it cut 10 million large orders, ranked 42011st in the same year, 41 million 950 thousand in November 11th, overtook the boss JACK&JONES1000 million, and November 11, 2012 sales amounted to 102 million yuan, though the number was not the first, but the customer price was the first. What does this mean?

P > special mention is that GXG Taobao mall is not the first time in the same trade, but in October, JACK&JONES2009 was already online. GXG was almost a year late, and at the very beginning, it encountered traditional troubles like traditional enterprises, such as: just a few hundred stores under the line, just can't hurt them, how to balance the online sales and offline? Lack of experience in the operation of the electricity supplier, lack of professional talents, how to cross the river by feeling the stones? How to break through in the encirclement of peers and peers? How can the GXG team learn hard, worship experts as teachers, and make concessions everywhere, and now they have become experts! <

strong > five, excellent team and excellent culture! /p >

When p was founded in 2007, the average age of the GXG team was less than 30. Yu Yong, the general manager, was only 29 years old, and most of the team members came from shop floor salesmen. Until now, the main cadres have basically depended on internal training.

No high academic qualifications, no major experience or special experience, but this team is quick to learn, quick to learn, and able to do well. Just like Li Shujun, general manager of GXG electric business department, said, "know what is the use? The key is who can do it!" I want to visit some shops or staff activities of GXG, and the spirit of solidarity and happiness is really impressive. Behind this is an excellent corporate culture and leadership concept!

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