Happy Birds Open " Private Order " Innovation Driven High-End Suit Trend.

With the confidence and courage of "taking the lead in the world", Zhejiang people have created countless commercial myths and become the pacesetter of the reform and opening up on the barren land of "seven rivers, one water and two fields". Among them, the garment industry is one of the important pillar industries in Zhejiang, and has been developing in the forefront of the country and entering the world market for many years. Leading local service companies Zhejiang wedding bird group That is to say, under the unremitting progress of our own market and the baptism of the market, we have gradually grown into a well-known national clothing brand with strong strength, diversified products and all channels of operation, laying a solid foundation for the centenary industry.

Integrating resource planning and layout to become the leading sheep in the industry

Founded in 1996, the news bird group is a comprehensive modern enterprise group integrating clothing, real estate and investment. At present, there are 4 original brands, 3 international agency brands, 3 garment production bases and more than 1000 sales outlets. The core subsidiary Zhejiang Wenzhou wedding bird clothing Limited by Share Ltd was listed in Shenzhen Stock Exchange in 2007. It is the first shoe and clothing enterprise in the region.

To promote the good news birds National costume brand We should strive to create brand value, actively innovate the development mode, implement the development strategy of "multi brand, multi series and internationalization", and constantly develop our own brand. Good news birds, BONO, flangton, Saint Angelo At the same time, actively carrying out the operation of international brand apparel, acting as TOMBOLINI, CAMICISSIMA and CAMICISSIMA, and so on. Through the integration of resources within the company, we build a shared platform of the business headquarters, forming a pattern of multi brand layout and collaborative operation of brand clusters, and realize the sharing and coordinated development of resources in Italy.

After many years of careful operation, Chunhua bird has been registered internationally in many countries. It has won many honorary titles or awards such as "China famous trademark", a number of Expo awards, "China clothing association recommendation brand", "China Consumer Association recommendation brand", "Zhejiang famous brand", "Zhejiang famous brand product", "best men's clothing design award", "most popular consumer brand", "China's clothing brand Achievement Award", "China clothing brand value award", "China clothing brand quality award", "Tenth National Quality Award encouragement Award", "2009-2010 China's clothing industry competitiveness 10 strong enterprises" and so on.

Cross border development is going on step by step, rich and full of wings.

At the same time as the main business of clothing industry is strengthened, the news birds have vigorously implemented the strategy of cross industry development. In 2002, Zhongnan real estate company and Shanghai Yung Yin and silver sand two investment companies were established and developed steadily according to the four "Five Year Plan".

Taking design as the soul of the brand, marketing as the brand vitality, developing the market and shaping the brand image, during this period, it won the title of "China's famous brand products". During the "25" and "35" periods, the newspaper birds implemented the strategy of "multi brand management and cross industry development", launched BONO and other private brands, and acted as agents of many international men's clothing brands, and established real estate and investment companies. Among them, the "BONO" brand was named "Shanghai famous brand", "Shanghai famous brand product" and "China's ten major occupation brand". During the "four or five" period, the good news bird still insisted on "multi brand management and cross industry development", mainly reflected in the "multi brand, multi series and internationalization" of the clothing sector. During the "15" period, the "good name development" strategy was adopted by the wedding birds, with the quality as the brand foundation. "Multi brand" refers to its own brand and agent brand. "Multi series" refers to the six major series of flagship brands, and the birds are in line with the international standards. The "internationalization" strategy must first achieve international standards in China and become the leading enterprises in the industry. The good news bird, who has been in the fashion trend of the brand clothing industry, has won the widespread attention of the market with its good strength.

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Benefit from justice, share interests with others.

The business philosophy of a good bird is to "gain profits from justice and share interests". Some people think that "Wenzhou is a cultural desert". In fact, Xie Lingyun, who had elegant and beautiful flowers in Wei, Jin and Northern and Southern Dynasties, was born in Wenzhou during the Song Dynasty. The famous school of thought was "Yongjia school". As a genuine Yongjia citizen, Mr. Wu Zhize, chairman of the good news bird, is deeply influenced by the culture of the local source. For decades, the experience of business and sea has made him believe in the business philosophy of "taking profits from justice and sharing interests" and pursuing "mutual benefit and win-win development".

The development of an enterprise can not be separated from the talented person. The high-rise buildings are also dependent on people. Therefore, the birds of the first place put the "only people" in the first place, namely, knowing people, cultivating people and respecting people. For talented people, the attitude of a bird in good news is that it is important for those who have both ability and integrity to do so; for those who have virtue and no talent, they should be used for education. The principle of employing birds is also embodied in the five modernization, four customs and three dimensions. The enterprises measure employees and promote talents from these three aspects. In the code of conduct, Wu Zhize emphasized "respect for heaven and love, harmony and harmony". I hope the news birds will have the awe of nature and follow the ecological rules to achieve the harmonious and sustainable development of enterprises and society.

In addition, "real" and "new" are also corporate attitudes adopted by the news birds. "Shi Shi" means working attitude with truth and pragmatism. "Xin" represents the spirit of eternal innovation. As a clothing enterprise, good news birds constantly pursue beauty, discover beauty, create beauty and offer beauty. This is the embodiment of their core values.

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Celebrity endorsement expands glory and enhances brand influence.

In improving brand influence, the wedding bird has walked ahead of its national counterparts. It is the first dress enterprise to employ stars as spokesmen in China. As early as 1999, he had hired a well-known actor in Hongkong and later Mr. Simon Yam, the "golden statue" actor, as a spokesperson, and vigorously promoted the advertising campaign, which aroused strong repercussions at that time. In 2006, the news bird began to move towards the international road, which was endorsed by the Taiwan film and television song multi star Richie Ren. Through Richie Ren's global opening tour, the news bird interacted with the consumer through the form of the concert to strengthen the brand image. Nowadays, with the reputation of "TVB's last little student" and Hongkong fans with numerous fans in the Chinese language and cultural circles, Louis Koo is the backbone of the good bird, which explains the noble, elegant and refined style of the brand.

In addition to hiring star endorsements, the use of world-class fashion designers is also a strategic move for the birds to enhance their brand. As we all know, Western-style clothes originated in Europe, and the version is more pure in Europe and Italy. Since 1999, Antonio has been invited to serve as the first garment technician in Italy. In 2002, it was held by Mr. Giovanni Neglia. Giovanni has great talent and attainments in clothing technology. He used to be the chief technology director of world class brands such as Armani and Zegna. He came to the wedding bird for more than ten years. Under Giovanni's professional guidance, the technology of wedding bird has become more and more mature and has reached the international first-class level.

In recent years, news birds have launched a full range of customized services to meet the needs of consumers in pursuit of individuality and taste. It provides tailor-made stores and has two annual tours nationwide. It is the most valuable custom experience for foreign customers. The wedding bird has made mass customization for Wang Liqun, Hawick Lau and other public figures.

On the offline line, two measures are taken simultaneously to spanform "China created" and push "private order".

Since joining the WTO, China has won the consumer's love with good quality and low price, and has been suppressed by famous international brands because of its few innovative elements and low added value. In October 18, 2005, the concept of "happy bird" brand was held at the Ming Sha mountain in Dunhuang, a beautiful place. Many first-line models in the desert vividly show the fashion concept created by the Chinese wedding birds. The success of the fashion show is a brand strategy for the birds to set up a "knowledge-based international brand", and a practical farewell to the concept of "Chinese creation" is also the official start of the "China creation" of the Chinese garment industry.

Let VIP customers enjoy value-added services, which is what the wedding bird has always attached importance to. In 2006, the Phoenix bird set up the VIP Club of the first clothing enterprise in China to create a communication platform for members. A gift, regular health examination, new products reception, business travel and other honorable services will be sent on the festival. Here we can get to know more like-minded lovers, expand the circle of communication, and enhance the brand influence of the wedding birds. At present, there are nearly three hundred thousand members of the wedding birds, with sales accounting for about 50%, and more than half of them are senior members.

"Sanya collective wedding" is the highlight of the wedding birds. Every half a year, there will be 66 pairs of newlyweds buying the wedding bird suits to enjoy the luxury wedding ceremony in Sanya. In addition, the "happy bird official website" launched a "new artistic personage" grand prize vote, aimed at encouraging young artists in various fields of art to emerge, and excavating and supporting tomorrow's star of Chinese contemporary art. Every prize winner will receive the 300 thousand art creation fund provided by the birds. Since its inception, Guo Jingming, 66, and Dean have won the prize in the literary field. Jiang Yingrong, Liu Xin, He Shengming and others won the prize in the performance area, and at the same time, they expanded their brand awareness. On the official website, other activities such as "looking for Mr. Xi," "happy community" and other activities have attracted many netizens. Form the form of Publicity under the online and offline propaganda.

These activities serve as a good gift for the birds to give back to consumers. Nowadays, the commercial circulation is popular OTO, that is, the two channels to get through the offline line. The birds also keep pace with the times and carry out various activities to enhance their interaction with consumers. In 2015, under the line of happy bird online, we will strive to build C2B whole category private custom-made, ensure 36 hours of door-to-door volume, 720 hours to deliver garments, and provide services for customers' favorite style, even customer DIY and other personalized needs on the basis of ensuring the size of garments fit. This undoubtedly set off a wave of competition in the same industry, and will also form a strong competitiveness of enterprises.

In line with the fast developing rhythm, the bird business center is the first garment company with modern advanced equipment in Wenzhou, and is the only one in the country.