The Strategic Upgrading Of Shanshan Clothing Has Been Fully Launched.

< p > this is a low-key and resounding change.

"Do not blindly enter, know progress and strive for progress."

Facing the era of meager profit, the escalation of the power of Chinese fir clothing is in the firing line.

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< p > "on the one hand, we will follow the" bottom line ", close to the ground, and achieve the" triple win "of brands, agents and consumers.

On the other hand, we will also set up rational antennas to replace the idea of scale expansion with value growth.

In the 2014 spring and summer new conference held in Shanshan, the general manager of Shanshan clothing "a href=" http://www.91se91.com/pioneer/ "Luo Ye Fei < /a" told reporters that the strategic upgrading of the clothing brand of Shanshan has been fully launched.

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"P", "bottom line" and "antenna" are two parallel lines. It is an innovative practice for the Chinese fir again to make efforts to win the "dress up" strategy.

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< p > from the current important actions of the clothing sector of Shanshan, this strategy is not a pan strategy. At this stage, Shan Shan will focus on the new shaping of brand personality, the subdivision of demand for product structure, and the strategic optimization of terminal marketing channels.

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< p > This reminds the reporter to recall the scene of the new conference of Shan Shan, T: a young Chinese fir franchisee is holding IPAD to take pictures of the show repeatedly, and excitedly says to the people around him: "the change is quite big!

Success or failure is a good word.

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< p > < strong > change to "Chinese demeanor" < /strong > /p >

"P > let young Shan Shan clothing franchisee see the bright spot, not this conference has adopted the dazzling" a href= "http://www.91se91.com/news/index_s.asp" > 3D image technology < /a >, is precisely the product style localization bright new life -- takes the business elites as the main representative "the gentleman", has become the Shan Shan subdivision, the mold target consumer group "the beautiful new expectation".

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In the new strategic plan of P, Shan Shan gave a more detailed description of the guidelines for the cultivation of "Chinese demeanor": "they are wise men, who comprehend life with wisdom, and feel the beauty of natural harmony with their hearts.

They are fighters, enterprising, calmly dealing with challenges and striving for dreams.

They are gentle and true husbands, know how to fight, and cherish the true meaning of life.

They are the positive energy of society, and let their demeanor be handed down for a long time with their own code of conduct.

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Yang Yong, director of brand design of Shanshan clothing brand P, understands this group as "not a general gold collar, but a green collar that focuses on Ecological Harmony".

Based on the psychological appeals of this group, the design style of 2014 spring and summer products of Shanshan has a more bold and subdivided innovation.

The life attitude of business travellers and natural materials are natural and balanced.

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< p > in fact, for any designer, it is not an easy thing to fit the design of < a href= "http://www.91se91.com/news/index_h.asp" > touch "/a" with the slightly abstract values.

This season, Yang Yong hopes to integrate the style into every detail of a series of products.

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< p > "natural state in the city" and "informal formal" have become the design themes of the spring and summer series.

Advanced dove ash, Klein blue with electronic sense, filled with thick, rich grape berry fruit wine red, Navy style navy blue, clear turquoise green...

Distribution and combination make the Shan Shan that has never looked great in the past become more "damp". On the material, it echoes the green plant genes, such as cashmere, wool, linen, bamboo fiber, soybean fiber and other natural fibers, renewable and recyclable green fabrics, which are widely used. Pollution-free green production technology, organic dyeing method is emphasized in the process of fabric procurement and garment making. Copper and ammonia fiber, hemp fabric, silk cotton, "Charles Camille Saint-Saens" silkworm chrysalis protein fiber, advanced garments, non ironing shirts, shirts with functions of preventing ultraviolet rays, liquid ammonia finishing and moisture absorption and sweating, imperceptibly bring out the wisdom and business inside the fir. These colors

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< p > < strong > "don't be too smart" Western-style clothing industry < /strong > < /p >.

< p > 90s, "don't be too smart", let the Chinese fir suit start the era of national costume, become the most indispensable "standard" in the man's wardrobe.

Today, the Shan Shan suit will not be satisfied with being a label of collective nostalgia. It will also become a guest in the wardrobe of the modern city business elite, with the same style of "advancing with the world".

Corresponding to acceleration "change", this is the only "invariable" intention of Shan Shan.

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< p > indeed, if the brand wants to enter the mental mode of the consumer, it will highlight the advantage that a single product development capability can not be duplicated, and it will be regarded as a flagship "flagship".

At the same time, it is a realistic and abundant resource endowment to locate the Chinese fir suit as the strategic category of Shanshan brand. For many years, despite the fact that in the a href= "http://www.91se91.com/news/index_c.asp" supply chain < /a > cooperation process, there are many excellent Western-style clothes manufacturers that can be combined. But Shan Shan still pays close attention to the main suit product line: This is not only because in 1997, the annual sales income of the Chinese fir suit has reached 2 billion yuan, the market share is the first in 7 consecutive years, and the highest market share is 37.4%.

It is precisely in the "needle, thread, scissors, iron, thimble, ruler", the suit category has been precipitated as a skilled and sophisticated temperament of the fir.

In the field of suit design and development, the right to speak of technology will decide how to grasp and shape its own fashion discourse.

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< p > from this season's new suit, it is easy to see that around the shaping of the role of "master of tailoring", the Chinese fir has a very clear and bold design idea.

The popular business dress concept, "informal formal", is the main concept. This season, apart from traditional pure wool fabrics and wool fabrics, wool and linen fabrics and skinny wool cotton fabrics, traditional western style Scotland, thousand bird grid, plain jacquard, stripes and sevre style are adopted.

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At the same time, Yang Yong also injected the design of this season suit with "no shoulder pad without chest lining and half Li suit" technology. The whole suit was made of Italy classic version, boldly absorbing the design concept of jacket and its unique shoulder foam sleeve design technology, with a light, cool and smooth feeling. P

All the seams on the sides of the upper part of the coat must be processed by the curling or rolling process, making the process more elaborate.

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< p > "because of the cancellation of the chest plush, this process has higher requirements for the performance of the chest lining and other accessories, and is a popular western style suit product at present."

Yang Yong introduced that the adoption of this new technology is a careful conjecture on the international "zero time difference" lifestyle and a solid sewing technology as a system support.

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< p > < strong > the practical channel is optimized in depth < /strong > < /p >.

< p >, after straightening out the structure and style of the product, Shanshan set a key chessboard on the deep optimization of franchisee channels.

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< p > it has been revealed that around the "triple win" target of "brand, agent and consumer", Shanshan will continue to promote effective a href= "http://www.91se91.com/news/index_c.asp", sales incentive policy < /a >, complete the orderly expansion of channels, perfect the Zero selling operation system, and establish a retail support and training mechanism in optimization.

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< p > first, plan many new marketing policies for the new market channel.

It has introduced the support of increasing shop support, decoration support, rebate support and training support, etc. it stimulated and strengthened the confidence of franchisees and improved the operation quality of marketing channels.

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At the same time, Shan Shan has shown unparalleled strength and superiority to the agents by enhancing the product's performance price ratio and making the reasonable supply price. "P"

The move is particularly noticeable in the clothing industry, which has "made a lot of noise" in the cost of raw materials and labor.

In this regard, Shan Shan's consideration is: as a company of Shan Shan clothing, it can not keep the profit space at the expense of product quality, which will lose the trust of consumers.

The head office also can not keep the profit margin by raising the order price, which will lose the loyalty of the agent.

Therefore, letting a portion of profit space by the head office is the core and pattern of an industry leading brand. In the long run, it is also an important way to ensure product price competitiveness and market position.

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< p > in addition, Shan Shan also actively "a href=" http://www.91se91.com/news/index_h.asp ", optimizing market layout < /a >, focusing on breaking benchmarking market.

Reporters learned that adhering to the "retail oriented, action to promote effectiveness" concept, since June this year, Luo Ye Fei led the Shan Shan marketing team to carry out the "1000 shops nationwide visit", the national market was scanned, visited to understand the competitive environment of the national market, the development of a breakdown of market competition strategy and channel planning.

During this period, the support of most agents has also been received and many suggestions have been received.

At the same time, in order to further improve the < a href= "http://www.91se91.com/news/index_c.asp" > retail operation system < /a >, establish a retail support and training mechanism, the intensive intensive training for year-end training plan of terminal managers and franchisees will effectively lift the control ability of the terminal sales of Chinese fir.

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< p > > "new demeanor and great future" - the vision of Shan Shan seems to be low-key, but it is full of vigor and vitality.

What changes will it bring to the industry? Let's wait and see.

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