Shan Shan Seeks New Year To Build New Brand

Although it is already a diversified group company and has six major business segments, Zheng Yonggang's main business is brand clothing and energy technology.

"The national label for Chinese suits and lithium battery positive and negative pole materials is made by our company. In these two fields, we are the largest in China."

Zheng Yonggang, chairman of the board of directors of Shanshan Group, was confident when he was interviewed by the media some time ago.

A few days ago, he was informed by insiders that in an internal working conference held by Shanshan clothing company at the weekend, he took his team to set up a "military order" to rebuild a new brand which was mainly aimed at the young market. It is expected that 1500 new stores will be opened in 5 years and the revenue will be 3 billion 800 million yuan.

Nowadays, the competition in clothing industry is becoming increasingly fierce.

Although he claims to be a "financier", Zheng Yonggang, who rises from a suit, still has a complex about this industry.

"Clothing business, we are now the largest in China, but the biggest domestic can not explain anything.

Compared with world-class enterprises, the gap is not small, for example, the sales volume of Itou Tada's clothing plate is 11 billion 700 million dollars a year.

We should continue to plump ourselves and let everyone know that Shan Shan is a strong international garment market.

No more than Itou Tada, but at least to become a strong analogy.

Zheng Yonggang said in a media interview earlier.

In January 22nd, Shanshan Klc Holdings Ltd pferred its 25% and 3% stake in Shanshan Group to Itochu and Itochu, respectively, for 10 billion yen.

Shanshan Group is a fashion industry group based on clothing, clothing, textiles and other industrial companies under Shanshan holdings.

Reporters noted that following the review of the Group annual meeting at the end of January, Zheng Yonggang mentioned that the clothing of Shanshan should continue to explore the pformation mode and completely change the original pattern.

"I am the chairman of the board. Major strategic decisions, investment decisions and direction are all decided by the board of directors.

As a director and vice chairman of the board of directors and several directors of collective decision-making, there are still some differences between Itou Chusasaki and the past.

In the past, I basically talked about counting.

Now we must listen to the experts and analyze the pros and cons.

He said.

The introduction of new blood and professionals to carry out reforms to break through the ceiling is what Zheng Yonggang is doing.

Reporters from this time to participate in the Shanshan clothing company's internal meeting of people know that Zheng Yonggang stressed that the internal "innovation", and the implementation of innovation is to increase the brand of the Chinese fir.

At present, the old men's wear, founded in 1989, has about 1000 shops in the country, while the proportion of direct sales is only 10%.

In recent years, though, peers are facing massive challenges.

However, due to the rapid expansion of Shanshan, so the total number of shops has been adjusted, but the overall change is not obvious.

"This group has a certain degree of consumption ability, has a certain degree of awareness of the brand, has certain requirements for the self dress, the consumption concept is more rational, the pursuit of high performance price ratio."

Luo Yefei said.

Perhaps it is inspired by the latest fashion in China, and the new brand Shanshan highlights the high price performance ratio.

Reporters learned that the price of a shirt of FIRS is 600-800 yuan, while the price of the new Shanshan business casual shirt is 200-300 yuan.

In addition, the price of suits is more close to the people, the unit price will not exceed 500 yuan.

In the view of Luo Yefei, general manager of Shanshan clothing, the Chinese market has the power to consume, but it needs to dig for market segments.

He said that the brand of "Shan Shan" brand is "FIRS", originally sold for mature business men over 40 years old.

Now, the young generation is rising and needs to develop a young man.

The style is more fashionable and changeable, the price is more affordable, and the update speed will be quicker.

Different from the original FIRS clothing positioning, the new "Shanshan" brand attacks the two or three tier cities, and selects the 28 to 35 age group of young consumer groups as their target customers.

Reporters interviewed learned that different from the traditional Chinese clothing menswear dealer agent mode, Shanshan launched the Shanshan to franchisee partner management mode, brand side to franchisee investment stores strictly unified standardized management, franchisee pay a fixed deposit, brand side direct management, the final benefit is divided into forms, basically control in the brand 60%, franchisee 40% structure.

"This model is very similar to Hai Lan's home.

Similarly, we insist on the principle of no discount.

The above Shan Shan clothing insider told reporters, "but the price of Shanshan is higher than Hai Lan's 20%-30%."

It is revealed that the new brand will open 200 stores in 2016, attacking Zhejiang, South of Jiangsu and southwest China.

According to Luo Ye Fei's plan, the future Shanshan channel will be based on efficient and large area stores, and the main layout is the ground shop and rental Shopping Center complex.

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Cheng Weixiong, general manager of Shanghai Liang Qi Brand Management Co., Ltd., a clothing industry marketing expert, seems to be able to say that the business model similar to Hai Lan's home is indeed feasible.

Because the mode of direct battalion can satisfy the interests of consumers, franchisees, suppliers and brands. The price and the price of products are not discounted, so that consumers can rest assured that the price of goods and increase the rate of repeat purchase can ensure the continuity of performance, so that the cooperation between the three brands, franchisees and suppliers will benefit the protection of the direct cash flow of the business under the premise that the price of goods is not discounted, so that the proportion of profit sharing will not be adjusted with the adjustment of commodity prices.

"In fact, the model of Hai Lan's home has already been followed by many men's wear brands."

But for the old brand to create a brand new, Cheng Weixiong think it will be a bit difficult, after all, we have already had the impression of the previous brand, "of course, for a large group, as long as there is financial support, a year out of 200 homes is nothing."

"

Liu Changqiao, chairman of Jack Walker (Shanghai) Garments Co., Ltd., believes that there is an opportunity to "seize the traditional business men's wear market."

He believes that the menswear market in mainland China is very large, but it has not been fully excavated.