Chen Dajin: Creating Fashionable Women'S Clothing For Career Women

< p > "if only one aspect of enterprise development is considered, walking on one leg will never go far.

If you want to walk steadily and walk far, you must rely on two legs to walk together.

Chen Dajin, chairman and senior designer of Zhejiang's clothing office, further summed up his experience in the development of enterprises.

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< p > for a country, only when politics, economy, military affairs, culture, and people's livelihood are fully developed can they become a powerful country.

The same is true for enterprises. Only through careful and meticulous planning from the selection of fabrics to product design, development, production and sale can we gradually grow and grow.

Specifically for garment enterprises, enterprises are required to consider both the consumers' unique requirements for clothing and the popular trend of positioning market in the aspect of design. In the channel, according to the brand positioning, we should stick to the same pattern and find out a terminal mode that fits the consumption habits of the target group.

In this way, we can fit in with the market, get the favor of consumers, and remain invincible in the competition.

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< p > in fact, it is not easy to gain advantages in design and channels, and it is even more difficult to "not take the unusual road".

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< p > there is still a big gap in the development history and cultural details of the domestic garment enterprises compared with the "a href=" http://www.91se91.com/news/index_c.asp "international brand < /a". Even if we want to learn the advanced concepts of the international brand, there is also a process adapted to the local market.

If the domestic clothing brand wants to copy the international brand simply and achieve the purpose of occupying the market, it is obviously not practical.

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< p > at present, clothing brands can be roughly divided into designer brand and industrial brand. No matter what kind of brand, there are already representative or leading international brands entering the country and emitting bright lights.

The road of international mature brand development has been constantly emulated and learned by domestic industry colleagues. Many enterprises have also stepped out of their own path, and some have launched the designer brand with exaggerated personality and Chinese characteristics. Some have launched the popular fashion industrial brand based on the market.

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< p > however, the development path of China's < a href= "http://www.91se91.com/news/index_c.asp" > clothing enterprise < /a > is different, but it has met the bottleneck of restricting development.

The designer's brand survival is worrying. Although the leading designer in China leads the design concept and guides the development of products, the sales situation is not satisfactory, and even the company can not operate properly.

The main sales channels of the designer's brand, department stores and shopping malls, are also changed from the beginning welcome to the Prudential investigation.

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Although the product positioning and design are dominated by consumers, P has also grasped the trend of fashion. However, positioning has always been hovering in the middle or middle stalls. The phenomenon of homogenization is serious, and competition is fierce. There is no stable and loyal consumer group.

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"P >, which also leads to an industry problem. Where is the way out for China's garment enterprises in the face of numerous difficulties? For Chen Dajin," do not take the unusual road "is the answer. This is also the basis for him to see the market and get out of the brand characteristics in the development of enterprises.

Caby has been developing continuously for several years, perfectly interpreting Caby's design concept, and verifying Chen Dajin's accurate grasp of the Chinese market.

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< p > from the design point of view, Chen Dajin combines designer's design personality with fashion and fashion to seek the perfect combination of Chinese market characteristics.

Through years of exploration and reform, the brand of the card Buyi has gradually formed a simple and not simple, romantic and not boring, noble and not luxurious, sweet and unpretentious, clothing design and structure design, advocating the beauty of clothing form and inherent temperament culture coexist concept.

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< p > Caby is characterized by simplicity, atmosphere, personality, fashion, mix and match, and romance. She does not pursue the weirdness of design, pays attention to the design style of the wearer's identity and feminine flavor, and thus wins the favor of 22-35 urban professional women who advocate the natural, healthy, perfect, comfortable and romantic lifestyle. With fashionable, simple European design thinking combined with Oriental women's dressing culture, it creates a brand style that is not exaggerated, individuality and no alternative. It displays the life of urban women's Liberation and bustles about, pursues plain and natural beauty, and builds up the perfect image of the coexistence of wisdom and fashion with changeable, taste and confidence.

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< p > from the perspective of market development, Chen Dajin stresses that haste and speed are not enough. He thinks everything should be gradual and orderly, and rice must be eaten one by one. Enterprises should develop step by step. The market should occupy one piece by one, and accelerate expansion. The shops will be redundant but not effective. It is not what Caby wants.

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< p > Chen Dajin hopes that Caby brand will become the first fashion brand in China in the next few years.

Under the guidance of this strategic goal, Caby's brand must be positioned accurately and not in a big and complete form. It should not be anxious to make progress, only do fine and fine brand in the target consumer group, from point to line to further development, and expand and strengthen the Chinese market.

At present, Caby has further expanded in the existing target market, attracting the attention of target consumer groups with a good combination of terminal image and fashion and personality, and developing a loyal consumer group through interactive marketing.

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At the same time, < p a >, < a href= "http://www.91se91.com/news/index_c.asp" > card Buyi < /a > through VIP system management, carry out mobile marketing and party marketing, disseminate the unique brand design concept and brand culture in every marketing, let consumers agree with Caby, accept the unique clothing and idea of fashion and personality that Caby brings.

Chen Da Jin plans to influence the channel through advertising input and four large-scale new product launches every year, so that the channel can accept Caby's culture and ideas, and enable the channel providers and brands to achieve a win-win situation through cooperation.

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< p > precise positioning indicates the choice of channels. This year, the company will withdraw some key areas' agency and franchise rights and become a company itself.

So far, the agency and franchise rights of the Chongqing and Chengdu markets have been recovered by Caby, and the Caby Chengdu branch has been established.

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< p > shopping mall channel is an important channel for brand sales. According to its own positioning, Caby ploughed strategic importance.

At present, Caby mainly focuses on fashion orientation, aiming to expand the target of store development to two kinds of shopping malls and second tier cities in the first tier cities.

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< p > through the development of recent years, Caby's sales network has now spread to more than 20 provincial capitals and municipalities directly under the central government of Beijing, Shenzhen, Guangdong, Hunan, Anhui, Shaanxi, Jiangxi, Henan, Yunnan, Hebei, Hebei, Hebei and so on, and has developed nearly two hundred stores in more than 70 large and medium-sized cities.

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