The Way Of Internationalization Of Chongqing Style Clothing

On Monday, March 10th, it was clear in early spring.

Yingli international financial center 25 floor, Chongqing Xin Wang nationality Clothes & Accessories In the conference room of the limited company, Designer They are busy making models for autumn and winter in 2014.

"Our French designers will make overall positioning and framework construction for the brand's quarterly design. Then the designer team will fill and enrich the framework. Peng Xiangrong said.

Peng Xiangrong, director of brand planning, Chongqing Xin Wang costume Co., Ltd.

The French designer she referred to was Jiang Hua, executive deputy general manager, who came back two years ago.

How much commercial value can a foreign designer bring to the brand? Jiang Hua feels that this can not be quantified by short-term direct benefits.

But there is no doubt that we can feel the new Wang clan from many details. clothing Brand is becoming more and more international.

2014 is very important for Jiang Hua. The new Wang family, which has always been low-key, has decided to increase the intensity of brand promotion. Behind this is Jiang Hua's business judgment that his brand has matured. On the internationalization road of Chongqing school, Jiang Hua tried a lot and could share a lot.

"Internationalization is not just about smashing money." The establishment of tree said.

Founded in Chongqing, chairman of the British royal clothing industry group.

In the past two years, the two most important words for building a tree are brand.

During the past two years, the garment industry in Chongqing has experienced a relatively smooth development. When establishing brand has gradually become the mainstream thought of this industry, some enterprises have already been used as a sample.

How to maximize the value of overseas designers? How to enhance brand space?

Jiang Hua said he had been waiting for the brand to have enough precipitation, and set up a tree to sigh that he was crossing the river by feeling the stones.

"Please be careful with foreign designers."

Two years ago, Jiang Hua invited a French designer, almost everyone in the industry knows.

But how much patience she spent with overseas designers, but few people in the industry knew.

"Please invite a well-known overseas designer, the manpower cost is not small. Many people may be more concerned about the visible and quantifiable benefits that short-term designers can bring to your brand. Jiang Hua said, "so I have always asked friends who asked me about this question that foreign designers should be very careful. If you have high expectations for short-term returns, you may be disappointed."

After 2000, the rapidly developing China attracted a large number of overseas designers.

In November 2008, Ordos Group signed the French fashion master, former Chanel art director Gile Dufour. This news attracted unprecedented attention at that time. More overseas designers choose to play a role in Chinese fashion circles, perhaps part-time, perhaps full-time, or as consultants.

However, the new design thinking of overseas designers is not a guarantee of pleasant cooperation.

Jiang Hua has invited world-renowned designers before to design a new style for Europe, but it disappointed her.

"The designer has worked with many famous companies, and his fame is very great. The beauty we design for us is beautiful, but it is too old to restore to the ancients, not the location of Ou Bi Qian. In short, Chinese consumers simply can't accept it. " Jiang Hua recalls.

Is the overseas designer really so cattle? Jiang Hua's heart was somewhat murmured by the group's Retro manuscript.

Localization has also become a necessary crossing before the wave of overseas designers coming to China.

"At one time, many garment companies called their designers European, but because of the lack of localization, these design consultants were only invited to furnishings." Peng Xiangrong said.

The introduction is not just fame.

When the French designers arrived in Chongqing, the first thing they did was not to shut themselves in the office to design, nor to interview in the commercial center, nor to study the brand history of Europe's brand in the reference room.

The first thing he did surprised Jiang Hua: watching Jiang Hua every day.

Observing her dress preferences and observing her style of action, this observation took weeks. Jiang Hua was puzzled and could not help asking. The French designer said, "you don't understand. I'm looking for the DNA of the brand."

DNA of the brand, Jiang Hua himself thought for many years. From the early stage of brand establishment, during the overnight meetings, brand positioning has gradually become clear and descriptive words: twenty-five to thirty-five years old, career women, energy...

"I didn't think he had personified it, so I was the brand of DNA." The words of French designers widened Jiang Hua's mind.

"Foreign designers are also very good at telling stories about brands, with some romantic genes. In the past, our designers also had a thematic story in every season. But often the last product is out of touch with the story. I feel that the romantic genes of foreign designers are the best help to make up for this.

The changes brought by French designers to Jiang Hua and Ou Bi Qian are hard to describe in terms of monetary value. He did not give ou Bi Qian a completely different style, but made the brand itself more obvious and systematic. Many of these elements are what Jiang Hua himself has noticed.

The establishment of a tree with some external experience also feels that borrowing external force must be more than just a propaganda point.

In 2012, the British Royal apparel industry group was founded in Chongqing, and the tree was bought by the British clothing brand. The headquarters of the group is located in Chongqing, and the design department is located in London and Hongkong, China.

What do you buy when you buy an overseas brand?

Service value-added is the most important thing to establish trees. For this reason, he has spent a lot of energy searching for Internet talents since last year. He wants to continue to upgrade the added value of services.

"When we introduced the brand from Saville street in England, we did not invite foreign designers to import materials from abroad, manufacture abroad, and so on. We have introduced the service of the United States in the past hundred years, the housekeeping service in the suit customization, from volume mode to real-time customer feedback. The establishment of the tree said, "clothing should not be a labor-intensive industry, the added value of services is among them, and the brand can be set up."

No blind expansion

In 2014, for Jiang Hua, it was a very important year for the brand promotion of Ou Bi Qian.

Peng Xiangrong's brand planning department team, more than 10 employees, in 2014, the main task is to spare no effort to promote the brand image.

"Traditional fashion magazines, all kinds of e-commerce or micro platforms. This is the focus of our work this year. " Peng Xiangrong introduced.

The same attention is paid to the marketing network and the beauty of Bohr.

"To stabilize a market, we must start with the product quality, service and marketing network. With the reputation of a market and a market, the market expansion from small to large can have the basis to compete with others." The establishment of tree said.

Stepping forward step by step is the way to establish a tree.

Prior to the establishment of the United States Bobor, the tree has been a brand agent for eight years. It has seen the ups and downs of other brands, and the establishment of trees has become more aware of the importance of its own planning.

It is far from enough to buy an overseas brand with an international thinking and consciousness. The road is going step by step. When it comes to real internationalization, it is estimated that it will be five years later.

"If a brand's internal precipitation is not enough, blindly promoting it may end up only losing a wife and a soldier." Jiang Hua said.

There are few reports about Jiang Hua in media coverage. She was low-key, unwilling to be interviewed, and unwilling to speak highly of oubi Qian.

This year, the series of brands under the brand of Europe has basically matured, and the internal design system and operation system have entered a virtuous circle.

Jiang Hua felt that it was time to push the enterprise into the next stage.

"My idea is still very simple, and become the first tier brand in the second tier industry in China." Jiang Hua said, "if the high-end brand of the European brand is mature in two years, it may become another high-end brand to expand the international market. Two years later, we will also consider opening the design room abroad."

At present, Ou Bi Qian has more than 150 stores in the whole country and is only open to the first tier cities. The proportion of direct battalion is above 60%. Every first tier city has a brand image shop over two hundred square meters.

"It's easy to spread out the outlets. Opening the two or three line market can open a lot of stores, which is also very substantial in terms of finance. But we want to pursue something more advanced for the brand. If we want to go out, we have to take a small but exquisite way. Jiang Hua said.

In 2014, Jiang Hua was not only preparing for an outdoor fashion show in Chongqing, but also planning to attend fashion shows in Beijing and Paris.

After opening a new week's early meeting on Monday, the tree was set up immediately to call the telephone and to apply for the work of applying for the well-known trademark in China.