Lin Liying, General Manager Of Baxing: The Smart Female Master Of Fashion Men'S Clothing.

Baxing group's behind the scenes manipulator is Lin Liying, a general manager of the company and a Post-80's "two generation".

Elegant and intellectually equal, delicate and decisive, as a "sonorous rose" in the two generation, Lin Liying led the Baxing group to achieve several magnificent turns.

And this time, from the shoe material field to the men's clothing industry, what will Lin Li Ying drive in the new industry expansion tour?

"It is not the enterprises that make sole shoes, they must extend to the field of finished shoes." in the outsider's view, the extension of the upstream and downstream industrial chain, which is logical and rational, has leapt out of the traditional mode of thinking to Lin Liying.

Last October, as the first group strategic plan after bilateral listing, Baxing group decided to launch the fashion brand men's clothing project.

In fact, this seemingly bold cross-border extension is the result of Lin Liying's weighing the pros and cons.

"In 2008, when the local sporting goods industry reached its peak, it entered the adjustment period of the industry, and the trend of the industry downturn was becoming increasingly apparent. At this time, there was basically no successful case in launching the sports shoes brand project."

Therefore, extending to the field of brand finished shoes is not favored by Lin Liying and Baxing.

But Baxing just went through the two listing, and the strategic demand for launching the expansion project of new projects is urgently placed before Lin Liying, taking into account the advantages of Jinjiang's big Quanzhou shoe and clothing industrial cluster, especially in the industrial chain and talent team.

As a result, Lin Liying first started the industry expansion in two industries: Children's products and adult men's clothing.

She further said that compared to children's shoes and clothing market, adult men's clothing in positioning, tonality, channel development and other aspects are clearer and clearer, the brand loyalty of their consumer groups is higher, and the future development space is broader.

To give a simple example, the consumer groups of children's shoes and clothing products often range from 0 years old to 12 years old. The product line span is large and the brand dependence is not high, which is more difficult for the first time involved in the terminal brand operation. Compared with that, the adult men's wear is the "collectivization" industry extension.

"

The huge market has attracted us to focus on the direction of brand clothing operation. Male consumers have a strong consumer shopping purpose, more emphasis on product quality and taste, and strong brand dependence.

For the first time in 20 years, Baxing has extended its products to the terminal and brand areas. What we have to do is long-term business. Men's consumption habits and brand dependence make us finally choose fashionable casual men's clothing.

After the direction was decided, Lin Liying began to think again. What kind of posture does the men's clothing of Baxing group enter the market?

"At present, some relatively fashionable men's clothing GXG, JACKJONES and so on on the market, with their rich styles and cost-effective advantages, have already firmly locked the younger age groups. If our men's clothes are placed in the same store with them, they want to avoid making consumers compete for the two choice and face the competition." therefore, locating a more mature age consumer group should be a good try. "

Lin Liying analyzed that, therefore, the urban 25~38 among the new upstarts, that is, those who have certain spending power or have some experience in the workplace will become their main consumer groups.

According to research, there is still room for products between business and leisure styles. Therefore, the definition of differentiated European and American style can make the new idar EVIDOMA stand out quickly.

For this reason, Lin Liying paid more hard work than others. In the two months after deciding to start the fashion men's wear project, she turned herself into a "flying trapeze" with almost all the major cities in China.

She once said frankly that Baxing has been a factory for more than 20 years, and has rich production technology and cost control advantages. It can be said that there is no doubt in terms of internal control capability, but the establishment of the new business outsourcing ecological chain is blank, let alone in the terminal operation of the brand.

So, in order to find a better supplier, she decided to visit the relatively concentrated shoes and clothing producing areas in China, such as Guangdong and Jiangsu and Zhejiang provinces.

Each of the suppliers that might have worked with EVIDOMA was visited by Lin Liying personally. She took the trouble to visit the company's brand department and commodity department staff to visit each other and communicate with each other.

"For the beginning of the EVIDOMA, we hope to get more accurate and popular commodity information from the factories with research and development capabilities.

Under normal circumstances, their product information and information will be more developed than brand operators 30%, so these are more important for factory visits. I can not choose the most reasonable suppliers with the research reports that my staff gave me.

Lin Liying said.

In fact, whether in men's clothing projects or in other projects of the group, fieldwork has long been the most representative work in Lin Liying's work. She laughs at the fact that when she manages a factory, she often can't catch up with the delivery date, and the quality can not be guaranteed to run directly to the workshop, to pick up the soles and face to face communication with the management personnel, so that the efficiency is high.

After two months of market research across North and south, according to brand positioning and product structure analysis, Lin Liying finally worked out a relatively systematic terminal layout. IDMA EVIDOMA adopted a three-dimensional sales channel combined with provincial and prefecture level shopping malls, which played a certain role in protecting the mature men's clothing from the current market competition and giving the new Ido EVIDOMA more time to grow and improve.

It is understood that at present, EVIDOMA has been rooted in the leading stores in Liaoning, Henan, Shanxi and other places.