Ordos Dress Up Against The Trend

In 2008, China's clothing industry was shrouded in the shadow of the financial crisis. However, the change of the economic environment did not stop the progress of the women's clothing brand of Erdos.

This new and highly famous women's clothing brand has delivered a fairly good report card in the third year of 2008 - the 44.49% year of sales growth, and the annual gross profit growth is more than 50%.

What force has prompted Ordos women's clothing to go against the trend in the market?

Is it the aura of its famous brand or an effective development strategy?

Wang Limin, general manager of Erdos ladies general assembly, attributed the development trend to the awareness of the big brands in maintaining the market, followed by the cooperation between agents and their agents, and the integrity attitude that the Erdos women's wear company had maintained, making its brand women's clothes still outstanding achievements under the unfavorable environment of the market.

From 2002 onwards, Ordos group, based on the market demand, gradually entered into the field of non woolen garments such as woolen sweater, men's wear, women's wear, underwear, leather, down garments, home textiles and so on.

In 2006, Erdos Cashmere Group injected heavy gold and established Erdos ladies dress company to build "Ordos dress" brand.

The company is mainly responsible for the realization of the Erdos clothing strategy and the development of the "Ordos" women's clothing brand.

Today, fashion smart women wear the cake of women's clothing market. It is another type of women's clothing after girls wear, Shao Shunv dress and professional women's wear.

Seeing the space of this market, Ordos women's clothing company has made a precise positioning of its brand.

The 30 to 40 year old white-collar female group, they have taste, introverted and unprofessional, which also determines the mature style of Ordos dress products and embodies exquisite life.

Erdos women's clothing products focus on high quality, in terms of price positioning, the middle and high-end as the main body, focusing on mass consumption.

Erdos women's wear brand development has only taken 3 years from start to maturity.

Looking back on the past 3 years, Wang Limin, general manager, said: "through the development of 3 years, the brand has built up the market, and its scale is growing rapidly. Its foundation is strong design, production, quality and sales network support."

Today, Erdos women's clothing company has a professional management team, and the designer team composed of the famous brand chief or main designer has completed the development of the general brand in 3 years.

Liu Tiejun, deputy general manager of the company, said that the development of Erdos women's clothing brand did not adopt the strategy of rapid expansion, and the maturity of products, quality, supply chain and so on before expanding the market.

Erdos women's clothing company makes plans according to the market conditions around the country to ensure a mature market and a market.

With the maturity of agents everywhere, the average annual sales of Erdos women's clothing stores in 2008 increased by nearly 23 percentage points.

Cao Dahui, the manager of marketing department, was surprised that the most outstanding sales achievement in 2008 was in Sichuan Province, which was hit by the great earthquake.

Its sales growth in 2008 reached 60%-70%, far higher than the average growth rate of the national single store.

Analysis of the reasons, Wang Limin general manager believes that the popularity of the Ordos brand and local purchasing power, in addition to the agent's marketing ideas also have a great relationship.

"This agent operates Ordos menswear and Austrian wool sweater two categories of products before acting on Ordos dress. Based on market assurance and consumer recognition of Ordos brand, the agent extends the agency category to women's clothing and gains market profits at one go."

The corporate culture advocated by Erdos women's clothing company is loyalty, responsibility and pursuit.

In the view of general manager Wang Limin, honesty is a kind of culture.

Big brands have brand advantages and accumulation of brand culture.

The brand of Erdos is very well known, and the 7 areas that are authorized to operate are non cashmere, which have a stable share in the market.

The Erdos women's clothing brand was named "the 3.15 national quality trustworthiness brand in 2007" by the China Consumer Protection Foundation in March 2007. In July of the same year, it was recommended by China Light Product Quality Assurance Center as "China's consumer satisfaction special brand". In March 2008, it was rated as "the top ten brand of national product quality notarization".

The marketing network has been distributed in 21 provinces and cities nationwide, with more than 100 retail terminals.

Wang Limin believes that the integrity of an enterprise determines its development pattern and train of thought.

Integrity management is reflected in the operation of enterprises can not hurt the quality of products in exchange for market size.

The brand development of Erdos women's clothing company is satisfied with the agents first and the enterprises will be satisfied.

This agent and the brand's emotional foundation can be strong.

The company is responsible for cooperation and responsibility in its operation and services. Its support for agents is supported by scale, decoration, store display and advertising.

"Find a good cooperative agent, let people earn money before they can make money.

The development of Erdos clothing has adopted a win-win strategy so that the road can go further. "

Wang Limin said.

He said that in 2009 Erdos women's clothing company focused on expanding the blank market and improving the performance of single stores.

"There are some blank markets that we have not done. The strategy of the company is to wait for the market to mature before developing it.

This year, the company should step up the pace of development and expand its brand to the whole country.

One of the key points of 2009 is the development of the three northeastern provinces.

In response, Cao Dahui, manager of marketing department, said: "the Ordos brand has a solid foundation in the three northeastern provinces, and local consumers have a high awareness of Erdos brand, which lays a good market foundation for the development of women's clothing."

In the Erdos women's clothing brand line, the company will develop the needle and woven products in a comprehensive way, and expand the space of accessories and accessories.

Ordos dressing accessories include cashmere scarves, wool gloves, hats and so on.

Wang Limin, general manager, remembered that November 6, 2008 was the Erdos day of China International Fashion week. On this day, 3 fashion shows including Ordos dress were held.

Under the economic background of the financial crisis, the series of Ordos issued a strong sum for the Ordos group's 28 years' writing.

In the release of the theme "colorful movement", the Erdos women's clothing 2009 spring summer series, which was led by the design director Zhao Yukai, showed a beautiful world.

The 2009 spring and summer series of Erdos women's eyes are bright: sunny yellow, olive green, cool ice blue, ice powder and rice coffee. The classic black and white color runs through all the time; the three-dimensional design of the clothing and bold hand-painted patterns; the high quality and quality demands of material selection, such as windbreaker new fabrics, such as paper, but with a sense of penetration.

The elastic fabric of nylon and cotton blended has the function of movement, nano material and so on.

Erdos women's wear brand continues the spirit of innovation of Ordos group and explores the fashion spirit of this era.

From November 2008 to spring 2009, although the spring cold weather, the economic winter continues, but the Ordos women's clothing "color movement" from the fashion T platform to the market, sales in the 4 months is still growing by 30%.

"In the big reshuffle of Chinese brands, the brand competition of women's clothing market is even more intense. Under the financial crisis, the integration of brands is inevitable. Brand positioning is subdivided accurately, and big brands occupy a large market share.

As an emerging brand, Erdos dress always takes a learning attitude, learning from mature brands, and maintaining a development idea of a big brand.

General manager Wang Limin said with confidence.

Wang Xiaonan: editor in charge