Xiang Jiangpeng: Leisure Wear Brands Seek Survival From Subdivision Management.

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One of the important aspects of implementing multi brand strategy is to consider the upgrading of talent cultivation. "

Xiang Jiangpeng, deputy general manager of Ningbo Bo Yang Garments Co., Ltd., told reporters that the multi brand strategy of Bo Yang clothing started 10 years ago. At present, it has 6 clothing brands and a home clothes brand.

In Xiang Jiangpeng's view, to promote the healthy development of multi brand strategy, it is equally important to judge market demand and talent accumulation.

In this regard, Bo Yang costumes from the focus on the development needs of young companies, and strive to promote brand building, but also for the company's young talents to provide a broader platform for development and more entrepreneurial opportunities.

And the brand of fruit shell in Bo Yang's home clothes is one of the more successful projects in recent years.

It is considered that the segmentation of the store category and market and the in-depth study and grasp of the individual needs of the consumer market will help to achieve the "sharp knife effect" of the leisure wear brand in the future development.

For the precision of the market segmentation, let the fruit shell achieve good results in the terminal market.

"Shell sales are still dominated by online platforms, and sales in the first year have reached about 20 million yuan. Next year, the goal of shell is to achieve sales of 50 million to 60 million yuan."

In order to find a breakthrough in the casual wear market, Jiang Peng believes that casual wear still has great room for development in the two or three line market. However, if the enterprise wants to grasp this opportunity, it must change its broad position on the product in the past.

"Casual wear brands need to sort out the existing supply chain, focus on the target market and make intensive products" on the basis of ensuring the accuracy of pre design research and development.

This is also the reason why Bo Yang costumes can achieve positive growth in the current market environment.

The clothing brand of Bo Yang clothing also focuses on different consumer groups.

Tonlion's positioning is fashion casual wear; social interest is young fashion women's shoes; 33 Layer is targeted at high-end customized crowd; and de Ma Na and F4 focus on fashion women's wear and fashion men's clothing, at present, the industry is also at a moderate level of development.

"Tonlion as a whole can be included in the category of fast fashion."

When it comes to Tonlion's brand positioning, Xiang Jiangpeng told reporters.

In the fast fashion, it has become the pformation choice of many local casual wear brands.

But in Xiang Jiangpeng's view, with the small amount of ZARA and the speed of product renewal every two weeks, there is no real fast fashion in the local casual wear market.