Erdos Breaks The Solidified Brand Image

For more than 20 years, CCTV advertising has made the brand "

Almost become a synonym for cashmere.

But in the era of the younger generation becoming the main consumer, Ordos obviously felt it.

The crisis brought by aging.

"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 "2016 new Internet commerce summit" forum, which was hosted by the business media reporters.

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.

On the one hand, Ordos has become a high-quality cashmere.

The pronoun in the whole country has a very high reputation and emotional identity in the minds of consumers all over the country. On the other hand, the traditional Ordos brand positioning customers are too broad, the difference in the national terminal image is bigger, and the influence on young people needs to be improved.

Datana told reporters.

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 the world clothing and shoes net, 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 Jilin Du Fu, who had served as the international top fashion brand such as Chanel, Fendi and Pierre Balmain as artistic director.

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.

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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.

The following is the full text of Datana's speech, edited:

Good afternoon, everyone! I am very glad to have this opportunity to share with you the development of Ordos in more than thirty years, especially in the past five years.

In 1980, we built factories in a remote town in Inner Mongolia. After continuous development, we have become the largest cashmere manufacturer in the world.

From the perspective of enterprise composition, we are divided into two lines.

A line is the production line of the whole industry chain.

We started from the cashmere raw materials, and then processed the whole chain.

Thanks to its unique technology, we have also done many OEM business in many of the world's top cashmere brands, while promoting the development of its own brand.

This set of production systems is a great advantage for us.

The other is the family line of cashmere brand.

We have experienced brand building, channel development, distribution, affiliate and agent development. But we are also faced with the confusion of brand aging.

How can we meet the new consumption era?

With regard to cashmere production and processing, we have an excellent acquisition team covering all cashmere producing areas.

Similar to wine raw materials, cashmere raw materials also show nuances every year.

Therefore, the acquisition team should grasp the cashmere situation of every pastoral area and even every herdsmen, and we will take it back.

We have been doing OEM business for many years, and have done some processing for some international brands. Undoubtedly, we have developed the advantages in technology and technology.

This is of great help to brand development, high-end products and technology.

We also have many patented products that promote the performance of the terminal market very well.

In addition, we also make full use of the advantage of China's best cashmere producing area in the world to establish the world's most complete standard library for cashmere raw materials.

Today, with the increasing industrialization, modernization and automation of textile and clothing, we also focus on the protection and inheritance of traditional handicrafts at the same time of introducing advanced equipment.

In 1980, we established the production system, and registered the Ordos trademark in 1988.

At that time, China's brand awareness was not strong. After a year, we began to advertise in CCTV. "Ordos cashmere sweater, warm the whole world" has been going on for 24 years, and also made the Chinese people have a deep impression on Erdos.

It is interesting that in 1991, Ordos set up its own fashion show team and performed in the whole country.

The older generation of marketing veterans said that every time a shop sells a roadshow or a sale, consumers can crush our counters.

Looking back on the past ten years, in 2005, we founded the 1436 brand, which is the most high-end brand of the group, positioning the luxury market.

The brand is named after the best and best cashmere size. 14 and 36 represent the fineness and length of cashmere, respectively.

In 2008, we hired Duff as the artistic director, Liu Wen as the spokesman of the image, and made many changes in the channel.

However, during the investigation, many people say that Ordos is a very old brand, and its quality is very good, but it will not necessarily choose it.

At that time, we were very anxious. Why did we do so many consumers?

Later, we found that there was a problem in strategy.

We regard Ordos as a big basket, everything wants to be installed inside, fashionable, high-end, old people, children, first tier cities, five line cities, men and women.

This makes our brand image very vague.

So last year, we did a pretty big move and made a very big "operation" for the brand.

According to a series of market research, consumer research and meticulous discussions, we decided to split the whole brand and reshape it. In September 1st this year, we formally held a press conference.

We re positioned the "BLUEERDOS", positioning it as an entry level cashmere, emphasizing cost performance, and paying attention to design. It also received a lot of feedback and encouragement on Tmall.

We split the Ordos brand operating nearly thirty years into two brands of "ERDOS" and "Ordos 1980".

The former positioning quality cashmere and fashionable cashmere, the latter is classic cashmere and professional cashmere, and still serves the traditional mature customers.

Brand renewal is not a phased task.

Consumer demand is changing rapidly now. If you are wrong, he will easily abandon you.

This requires some good creative resources docking, integration, good brand management and talent echelon.

As a traditional brand, Erdos is not late to enter the electricity supplier, and entered the Tmall platform in December 2010.

However, we have made this simple and erroneous way to look at it.

With the in-depth understanding of the platform and the development needs of the brand itself, we will regard this as the combination point of channel and brand.

It is worth mentioning that for the brand image display, the electricity supplier plays an important role.

This year, our electricity supplier's annual revenue and double 11 sales have been breakthroughs, but the unit price reached 1770 yuan, which has been a very high figure in the field of clothing.

In the future, we will make more new attempts on Tmall platform, including online and offline linkage and customized demand.

In fact, Ordos is an interesting brand. It is not only a brand, but also a category. Many people feel that Ordos is a synonym for cashmere.

Since the pformation, we have come to understand how big the future can be, and how big the future will be.

So please continue to pay attention to Ordos and pay attention to such a decades old Chinese brand.

Thank you.

More interesting reports, please pay attention to the world clothing shoes and hats net.