Ordos Traditional Brand Pformation Makes Cashmere More Fashionable.

I believe everyone should have heard of "

"This brand.

Continuous 20 years of CCTV advertising, so that the brand "Ordos" almost become

Pronoun.

But in the era of the younger generation becoming the main consumer, Ordos also felt the crisis brought by the brand aging.

Next, follow the world clothing shoes and hat net Xiaobian together to understand the details.

"I just want to make a good introduction to every opportunity.

It's not because we don't know enough. It's because we used to understand Ordos too much. The impression we took was too deep and solid. "

On December 28th, Datana, executive deputy general manager of Ordos group, said at the forum of "2016 new Internet commerce summit".

The traditional brand pformation, which is constantly mentioned, has shifted to the Ordos who is already more than 30 years old.

Breaking the solidified brand image

For Erdos, 2015 is a year of "start again".

Prior to that, the majority of the cashmere brand consumers who had been founded for more than 30 years were mothers, with a single style and old-fashioned spirit, which was located in the cashmere area of department stores for a long time.

But now Ordos is becoming more and more different.

Breaking the brand, co operating with independent designers, holding frequent press conferences, shooting blockbusters and upgrading stores, it is trying to get rid of the brand image of the slogan "Ordos cashmere sweater, which warms the whole world".

Datana admitted that since 2014, Ordos has been aware of changes in the consumer side in its daily operation process and has tried to make some changes.

For example, the products are serialized and the styles are becoming younger. They also negotiate with the channel, and gradually arrive at the women's clothing floor, even standing with the international second line and the domestic first-line brand.

"At that time, we all questioned the voice."

It was not until consulting with McKinsey, a consultancy, that Ordos really decided to "brand" the brand.

The results did not exceed the accident.

In September 1st this year, Erdos held a press conference in Beijing, formally split the original brand into two parts, namely "ERDOS" and "Ordos 1980". The former is a fashionable international brand targeting the emerging middle class, and the latter is a specialized brand aiming at traditional mature customers.

"BLUEERDOS" is a brand new brand for urban youth.

The way of splitting is not the mainstream strategy of clothing brand diversification.

In Datana's view, this is because the Ordos brand carries too much content before. In fact, every part has grown up and does not want to give up its own market, so it can only be split. Now the number of channels is almost flat.

According to reports, in 2016, Ordos still achieved two digit growth.

Every year, Ordos will plan to open two hundred or three hundred new outlets, and the department store is still the main channel under the line, while the young brand BLUEERDOS will mainly enter shoppingmall.

Generally speaking, the brand new cycle is 2-3 weeks on average, and nearly 30 SKC at a time.

Thanks to its many years of experience in brand OEM foundry, its supply chain has greater flexibility to support the front-end brand pformation.

However, brand reconstruction is a systematic project.

A series of external presentation comes from the driving force within the group.

Internal genes of change

Looking back now, despite the fact that Erdos's brand image is firming, there is always a gene of change within the group.

"Otherwise, in such a remote place in 80s, it will not make compensation trade with Japan, so it will not give up the factory so early, but do the Ordos brand."

Datana said.

The internationalization matrix of Ordos may be surprising.

At present, the design directors of its four major brands are internationally renowned designers, image directors and planning directors all come from abroad.

As early as 2008, Ordos hired Chanel, Fendi and Pierre Balmain.

Gille Du Fu is the artistic director of the brand.

Under his recommendation, Liu Wen, who was not well known at that time, became an endorsement model of Ordos and worked together so far.

At least now, this decision is ahead of schedule.

"Big cousin" Liu Wen has become fashionable icon, and many people know Ordos.

In Datana's view, the reason for hiring foreign designers is that Erdos wants to accelerate the pace of growth.

"Almost all the experience of the fashion industry comes from Europe. We want to rely on industry resources and a more mature industrial environment to help train our team as soon as possible, and take fewer detours."

The second faces of Erdos are from the electricity supplier.

In 2010, Ordos settled on the Tmall platform and formed an electronic business team named "shared marketing center".

Today, the electricity supplier accounts for about 10%, shops are also replacing sales channels, becoming the media and carriers of brands, and try to share logistics and inventory with offline stores to get through the commodities.

In order to better control the sales of stores, in September this year, Ordos launched a project called "Lingfeng store", which concentrated the best of the more than 1000 stores in the country. Through the way of direct battalion, the headquarters unified organization display, training, turnover of goods, promotion support, etc., and then made a copy of the brand benchmark.

After more than two months of brand separation, some changes and data excited Datana.

In November of this year, the core position of the T3 terminal of the capital airport was replaced by the autumn and winter advertisements of the two major brands of Erdos, 1436 and ERDOS.

Previously, this advertising position has long been dominated by international first-line brands.

On the day of double 11, Ordos Tmall flagship store sold 50 million yuan per day, achieving and exceeding the preset goal; BLUEERDOS's first new image store sold more than 400 thousand yuan per day.

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