Bestn Dai Xuefeng: Dialogue With Consumers With "Home"

China's garment industry is becoming more and more mature, and its international competitiveness has also changed from labor cost advantages to product quality innovation advantages, product development and innovation advantages, brand innovation advantages, and cultural innovation advantages.

2015 is a critical year for industrial adjustment and upgrading. The subtle changes in industry will have a far-reaching impact on the future trend of China's garment industry.

Faced with this trend, Dai Xuefeng, chairman of Guangdong Bestn apparel Co., Ltd. (hereinafter referred to as Bestn), said: all changes are inseparable from a fundamental good consumer.

Dai Dong had been told that Dai Dong was a low-key person and rarely interviewed. For the first time he met Mr. Dai Xuefeng, his modesty, kindness and forthright pragmatism impressed reporters.

Born at the age of 18, Dai Xuefeng, who was born at the age of 34, threw himself into the fashion business of the clothing industry. With his courage to innovate and adventure, he persisted in the position of the trousers industry with constant enthusiasm. He constantly explored and innovating, led Bestn through the forefront of the trousers industry for 34 years.

As the leader of the enterprise, how does Dai Xuefeng balance his family and work in his life? "Inspiration comes from life and love of life to keep the passion for work". "People have a lot of different roles. It is the most important thing to concentrate on one thing, whether it is a father, a husband, or a leader."

As Dai Xuefeng said.

In 30 years ago, Dai decided to focus on one thing - to be China's best casual pants. Now, though he is already the pioneer of the industry, he has maintained an easy-going and modest attitude in his conversation. He has told reporters a few major trends in his current clothing.

The way to go: enhance the image, promote the brand upgrading with the idea of "balancing the beauty" and "loving the family"

In the past 20 years, China's

The industry has gone through a process of exploration from the foundry to the brand creation. In recent years, a large number of garment enterprises have entered the germination and agitation of brand awareness. A number of famous clothing brands have begun to emerge. However, compared with the famous international clothing brands, most Chinese clothing brands lack fresh and bright cultural connotations.

Therefore, strengthening the core competitiveness of the brand, promoting brand upgrading, and building brand personality are the developing trend of Chinese garment enterprises in the future, and also the necessary way for Bestn to survive in the fierce market environment.

So in 2014, Bestn launched a brand renovation, advocating "family" and "happiness", and raised the brand idea of "balanced beauty". "We have done tens of thousands of consumer research, basically at the age of 30-45, most of them are family members, which is the target consumer group of Bestn.

Family is the focus of life for these consumers, and work is also to make life better. So it was a natural outcome to put forward balance is best.

Dai Xuefeng explains so.

In Dai Xuefeng's view, the brand concept must be the value concept conveyed to consumers.

How to advocate a balance between family and career and how to bring Bestn's love family culture to consumers? Bestn, through the spokesperson Ma Su and Sha Yi's love house advertising film, focuses on the media such as CCTV, satellite TV and high-speed rail. At the same time, it uses various forms of online and offline activities to embody the theme of love home, using emotional marketing tools to perfect Bestn's "balanced beauty" brand concept to consumers. Finally, the videos of these activities continue to expand through the franchised stores and networks, and become the emotional link between Bestn and consumers before making the brand popular among the people.

"The most important thing in family business is to communicate with each other face-to-face. We think of brand activity family parent-child travel.

In 2014, Bestn launched a buying and selling activity combined with the store and the Internet. Buying products online and participating in official WeChat activities online have the chance to win the paternity Tourism Award.

Creating opportunities for consumers to experience family pleasures is something Bestn has never done before.

It is understood that in 2014, Bestn launched the "Bestn to where" family parent-child travel, has held the Guangzhou long long parent-child journey and the Hongkong Disney family tour, for Bestn's VIP consumer family to create a warm family travel time.

"This activity is welcomed by many customers, so we will continue to do similar parent-child tours this year, and will increase more family places."

When talking with reporters about what they want to do most at the moment, Dai Xuefeng said that the goal of his career is to make the company the first brand of the most casual family pants in China, while on the family, he will spend more time traveling with his family and spend as much time with his family as possible, which is the self practice of Dai Xue Feng in the "balance of beauty".

The choice of breaking through: using products to speak, quality to create a better life

In today's clothing industry, on the one hand, the rapid development of science and technology and the arrival of the Internet era bring a new world to enterprises and consumers. On the other hand, the strong return of the craftsmen and craftsmen spirit reflects people's desire for quality, which is first reflected in the choice of consumers.

"Consumers are more rational, and the key factor that decides the choice is brand strength."

Dai Xuefeng said, "how to reflect the strength of a brand depends on its product."

This is not difficult for Seiko, Bestn, who has 30 years of dress experience.

On fabric,

Strive to bring the most comfortable fabric to consumers.

Take the 4D magic lounge trousers, which is the main hit in the autumn of 2014, for example, Bestn uses double strand hollow Tencel and combed cotton yarn in the warp and weft direction of the fabric, and hollow spandex is used to make the yarn soft and elastic. The springback from four directions to super strength stretch is not easy to deform, and the elasticity is maintained for a long time.

There are also summer cold silk pants, which contain technology molecules, which make consumers feel 2 degrees after wearing.

The selection of these fabrics was selected by Bestn designers after serious investigation and study, which truly reflected the return of craftsman spirit.

On the production, Bestn exerts the spirit of craftsman.

The production of each pair of trousers requires 26 high temperature setting, 108 knives streamline tailoring and 125 professional production processes. At the same time, every quarter of Bestn research and development department will assemble nearly 300 new fabrics and accessories to be applied to new products.

On trial wear, Bestn gives consumers priority to try new products and collect trial results.

In 2014, Bestn's summer new product, ice cold silk trousers, first invited hundreds of VIP consumers to experience.

For Bestn, cool silk pants are the best summer products, meeting the needs of consumers, and conveying healthy and fashionable lifestyles and environmental protection consumption concepts.

In fact, this is also an important part of Bestn's efforts to improve product quality in 2014.

Creating quality products will perfect the designer's idea and brand.

This year, Bestn takes the theme of "minimalist balance" as its design theme, re engraving classics, inheriting and innovating, and introducing the 1981 classic jeans series.

"1981 classic series, the characteristics are in the form and design, and the edition is in line with the requirement of wearing comfortable clothes.

At the same time, 1981 is a special number for Bestn. Our company was founded in 1981, and the 1981 series also represents Bestn's focus on professional spirit, which represents a return to classics.

Dai Xuefeng picked up a pair of 1981 trousers and told reporters.

Approaching consumers: closer, more intimate

Clothing is the most intimate thing of people every day, and Bestn hopes that through excellent products, it will not only be close to the body, but also closer to the hearts of consumers.

On the product, Bestn designers constantly design, tailor, trim, fit the mass shape data, stitch meticulously and craft, stick to the needle, precision to a bag of buttons.

Soft and comfortable, free from bondage.

Every Bestn pants can withstand the harsh test of perfectionists.

In the brand concept, Bestn advocates the love of home culture and consumers to find resonance. Whether it is hand Ma Su and Sha Yi, witness the brand upgrade of Bestn's "Balance is best balance beauty", or "Bestn go to where" consumer tourism activities, Bestn has always started from the heart, so that consumers can feel the sincere warmth.

"This is a different era. It has entered a new stage of brand image, quality and consumer supremacy. We will do Bestn's brand to the consumer and establish a life aesthetics that belongs to contemporary China.

Clothes are worn on the human body to make people feel comfortable, warm and caring like family members.

This is the unique flavor of Chinese clothing brand. "

Dai Xuefeng said.