How Did The First Stock Of Chinese Women'S Dress Become?

Shenzhen, China's practice of reform and opening up.

In the Shekou Industrial District of Shenzhen, there is a slogan encouraging a generation of people to say "empty talk, bad country and hard work to thrive".

Countless bold young people dream of finding different worlds.

In 1993, the 25 year old youth Xia Guoxin graduated from the Tianjin Textile Institute of technology with a master's degree in product design. He gave up the "iron rice bowl" and embarked on the hot land alone.

He came here to create his own business.

Xia Guoxin, founder of the song

In 1996, "Song Li Si" came into being.

After nearly 20 years of hard work, in April 2015, he successfully landed on A shares.

Become China

A shares are listed on the first stock.

As of 2017, there were 522 stores in the company, with a revenue of 2 billion 53 million yuan.

For several years, she sat firmly in the head position of Chinese women's clothing.

Today, Xiaobian takes you to explore how this Chinese women's dress "first share" is made.

Multi brand strategy, creating the fashion empire of song

The global clothing market is a huge consumer market. With the increase of people's consumption level and the demand for brand culture, new demand is constantly emerging.

Xia Guoxin set himself a challenge.

The goal is to make it a leading brand of China's advanced women's clothing and grow into an international influential Chinese fashion brand.

Since its establishment in 1996, she has been making international efforts to belong to Chinese women.

Aesthetics is the core of brand.

22 years of footsteps, step by step to promote the internationalization of the group configuration and resource integration, expand the layout of the song fashion high fashion group:

2015.04 the Shanghai stock exchange was listed, becoming the first stock of A share women's clothing in the same year.

2015.9 months 11 million 180 thousand euros acquisition of Dongming International (Hongkong) 100% stake, won the German high-end brand Laur L in mainland China ownership.

2016.07 points, two times, 297 million euros to acquire the 80% interest of Tang Li International, and the brand ownership of American fashion brand Ed Hardy in China.

2016.07 invested 79 million yuan to get the controlling power of IRO, a French luxury fashion brand.

2016.08 to acquire the 75% stake of Pak Qiu network with 278 million yuan, and indirectly control its wholly owned subsidiary, Pak Qiu e-commerce.

2017.08 invested 37 million yuan in cash to acquire 75% stake in Vivian Tan fashion held by Peony Power Limited, and acquired the ownership of VIVIENNE TAM brand in mainland China.

The integration and integration of global quality brand resources not only enables them to connect with excellent resources of international outstanding design, brand, talent, channel, supply chain and management, but also let him use the more international vision and thinking to layout the future development of the group and interact with the international fashion.

Rooted products, do not forget the initial heart

In Xia Guoxin's view, after bidding farewell to the era of rapid growth in the past more than 20 years, the fashion industry is returning to rational consumption from products, values, culture and services.

Between products and marketing, what customers ultimately buy is products.

Marketing can increase customer purchase, but only products can bring customer loyalty.

After the listing, we started the acquisition. Before we went public, we always made a brand name.

Boycott all kinds of temptations, not second brands? After the listing, they have acquired four international brands, one is Germany's old IRO, the other is ED Hardy of the United States, a French Laur L, and an American Vivienne Tam.

If this road is coming, it is also our own internal innovation.

My idea is that eating bread after going public doesn't have to start with growing wheat.

Fashion brands must be invested in design.

The recently acquired Vivienne Tam brand has been in New York for ten years. The foundation is very good, but it still does not conform to the Chinese market. After our acquisition, we have repositioned and participated in the formation of the new international thinking team. The core has increased the design. The first store opened in the central palace of Beijing, ranking the first in three consecutive months.

Xia Guoxin said this is the value of design.

Increasing investment in design will surely bring rewards.

Innovative collectivization management mode

Clear positioning: small and beautiful luxury brands.

Aiming at a unique niche brand, its brand spirit can not be portrayed by duplication, and the continuation of M & A is the only way.

Brand vitality is the key to the inheritance of a brand.

Products that can withstand time and market tests and remain in the minds of customers are often reflected in the stories and details of their brands.

It is not because a single explosive product sells well in the market, let people remember it, but fade away quickly with product iteration.

It is based on the whole brand, which contains details, sensibility, temperature and vitality.

Strict selection standard is the quality assurance of multi brand matrix. Small and beautiful is the positioning of the acquisition brand, and the key point of acquiring brand is synergy.

From the brand of the company's acquisition, Laurel has a rigorous, positive and confident career woman, Ed Hardy positioning rebellious and individual spirit of the United States, IRO inherit French romantic and street punk style, Vivienne Tam combines Chinese and western.

The quantity is not big, and the strong vitality of the brand is their common feature.

In view of the fact that price positioning is quite similar and clothing category is similar, the synergy effect of each brand is obvious.

It is embodied in the advantage of opening stores, from group unification to department store consultation instead of single brand independent negotiation, it can get relatively low buckles, thereby reducing operating costs, and negotiating the location of dominant stores to promote sales.

Management structure: independent development of various brands and innovation division system

The company divides the brands into independent development departments, effectively protecting brand characteristics and building a good competitive environment.

At present, the group has been the main brand Ellassay, Laurel, IRO, EdHardy and Bai Qiu as the independent business department. In addition to channels, brand promotion and other synergy practices, it is managed by the group level.

The advantages of such an organization are two: first, keep the independence of the brand design; secondly, take the profit responsibility as the core, and constantly urge the departments to perform their duties, so as to create a virtuous circle of competitive environment and ensure the company's steady flow support.

In order to avoid the rejection after brand pplantation, the group adopted the main brand's mode of incubating new brands.

Take the new brand Vivienne Tam, which was acquired in August 2017, for example, the main brand of the design and research center of the company is the master, while supervising the main brand and Vivienne Tam. When the new brand runs smoothly and mature, it will be stripped from the main brand team and enter the new brand division.

After this incubation, the new brand team knows both product planning and independent design.

Brand planning and design are double line, independent and not split.

Brand planning aims to give a proposition for next season's clothing design. Through competitive market analysis and market research, brand culture, image and vitality will form a loop in the minds of consumers and build up their own brand name.

And brand design is based on brand planning to make proposition writing, mainly responsible for product sketches, proofing, make costumes to satisfy customers, the main purpose is to promote consumption.

The two lines of design and planning will effectively control the brand direction and reduce the risk of product development.

However, too discrete planning departments and design departments are prone to conflicts and shift responsibilities to each other.

But after the hatching of the new brand division of the song's brand, after the hatching of the main brand design and research team, we can understand the product planning and design the costumes, reduce conflicts and frictions, and maximize the benefits.

In April 2018, the company released its annual report in 2017, and its performance was beautiful.

In 2017, the company achieved operating income of 2 billion 53 million yuan, an increase of 81.35% over the same period last year, a net profit of 302 million yuan, an increase of 52.72% over the same period last year, and a basic earnings per share of 0.91 yuan, an increase of 10.98% over the same period last year.

The strategy of "high fashion group of China" is moving forward vigorously.