[Brand Story] Saussurea Reinventing The High Position And Layout Of "High Value Network"

As a famous brand of cashmere knitted apparel in China, Saussurea has spread the spirit of the times in the history of the past century.

Facing the changes of the new technological revolution and the rise of new consumption, the spirit of the fashion industry is facing the challenge of the overall innovation of the fashion industry. The spirit is always firmly committed to snow lotus's own brand glory, dare to undertake the pains of pformation and innovation, and thus go to the new era.

In the fortieth spring of reform and opening up, it also coincides with the second "Chinese brand days" just over. The Beijing snow lotus group limited holds a media meeting.

The leading members of the leading group made a series of introduction and interpretation to the media reporters by reviewing the brand development results and combining the current system adjustment layout of the group.

Blooming in eventful years

Promoting the formation of cashmere industry

Since the birth of Ren Li business in 1919, we have achieved breakthroughs in cashmere production technology after joint operation between public and private enterprises.

As the initiator of China's cashmere industry, Saussurea not only inherited the "patriotic gene" and "ingenuity" in the first half of the last century, but also promoted the social responsibility and dedication of state-owned enterprises in the economic process of China.

Looking back at the glorious years, when the curtain of China's reform and opening was opened, Saussurea became a reformer with the times.

Snow Lotus brand China's first cashmere sweater

In the development of socialist economy, state-owned enterprises have played an important supporting role.

Promoting the reform and development of the industry is also an eternal topic on the road of state-owned enterprise reform.

In the interview, the party secretary and chairman Meng Zhe of snow lotus group introduced the snow lotus group through a series of historical excavation work, not only to help enterprises and brands to pursue many valuable spiritual wealth, but also to help us to enjoy our past development achievements and pride, at the same time, we should not forget our original intention and strive to move forward.

Meng Ze, party secretary and chairman of Saussurea group

Interview during the "fashion Beijing snow lotus night" campaign

Meng Ze told reporters that before the reform and opening up, China's cashmere industry is still at a very early stage of development. There are very few enterprises that can grasp cashmere combing technology in China. After the technical difficulties in tackling the industry, Saussurea has established a leading position in the industry. In Sanyuanqiao, Beijing, the first Chinese cashmere product production and processing enterprise, Beijing cashmere sweater factory, has the reputation of "the first factory in Asia".

Beijing cashmere sweater factory

Since then, with the accelerated pace of reform and opening up, China's cashmere industry has also ushered in a small upsurge of development. More and more private enterprises are beginning to emerge. But in the face of technical difficulties, not all enterprises are able to cope with it.

"At that time, the vast majority of domestic producers of cashmere products were from Saussurea learning technology. Saussurea sent experts and teams to many enterprises to help them build factories, including supporting cashmere production technology to their counterparts. Later in the 90s of last century, more and more excellent enterprises and brands were produced in China's cashmere industry."

Meng Ze said.

A single flower does not make a spring, but a hundred flowers bloom in the spring.

After 40 years of reform and opening up and baptism and experience, China has become the world's most famous cashmere country, including snow lotus, famous brands and large enterprises in China's cashmere industry, both in terms of market size and brand competitiveness.

The former "helping target" has become a competitor who can compete with snow lotus, but this process may become a topic of interest, but it is also a powerful annotation for Saussurea in China's cashmere industry.

State owned enterprises and private enterprises are moving forward together and heading for the world stage. This is a microcosm of China's economic take-off miracle.

Transformation and remodeling

Making the old brand more dynamic

It has been proved that in different periods, Saussurea has always been adhering to the spirit of the times of creating innovation and dedication, so that every creative breakthrough can be realized.

In recent years, for China's clothing industry, the emerging consumption concept began to rise. At the forefront of the market, people's attitude towards fashion consumption began to return to reason, and the demand for fashion and individuality of the new generation of consumer groups was fully manifested.

The market is a forward-looking enterprise. The development of Saussurea brand as the core business of Saussurea group, after the completion of the new industrial chain layout, closely surrounds the strategic pformation of the group's pformation and upgrading, and realizes the pformation from cashmere single category to "cashmere as the core material of the life scene of the whole knitting brand".

From the 2014 direction of pformation, in the past 4 years, the snow lotus, featuring fashion, technology and culture, is playing a leading role in the development of cashmere products and the new era of "China time honored brand".

Snow Lotus brand spring summer image

"In the history of the development of enterprises and the achievements of the Saussurea pformation, we can find that the predecessor of Saussurea is the first batch of Listed Companies in China, the first batch of Listed Companies in China. The Tianma brand is the first batch of well-known trademarks in China. It has produced the first cashmere sweater in China. It has always stood at the forefront of the development of the era. Adhering to this spirit of creation, today, Saussurea has become the founder of the whole category of cashmere, and has pioneered the trend of cashmere knitting in China. Saussurea advanced customization has successfully landed in Paris, France, to participate in the release of" Gao Ding Zhou fashion ".

Chen Diyu, general manager of Saussurea group, said, "this work and achievement also make Saussurea different from other brands and always maintain diversity and uniqueness in the industry."

Chen Di, general manager of Saussurea group, answered the media questions at the scene of the event.

Around the brand value proposition that meets the lifestyle, it is built through a series of channels, visually presented in the consumer and market side, tightly targeted at the high-end consumer demand, and firmly grasped the two core of "cashmere knitting" and "life style".

Snow lotus home display

At the end of the 2018\19 snow lotus autumn and winter new products ordering conference, we noticed that the elaborate products have been further enhanced in the continuation of brand strategy and function design expression, and strengthened the in-depth understanding of the scene and lifestyle.

Deep ploughing eastern aesthetics, practical design, fashion expression, and other new technologies and new materials.

The cashmere coat, the self heating multi-purpose outdoor blanket, the cross boundary fusion fiber fabric and the advanced color series developed on the basis of the skin color characteristics are also considered. They not only release the brand new product signal, careful conception and intentions, but also fully show the brand attitude of the snow lotus brand in serving the modern fashion life.

In Beijing, the number of Saussurea franchised stores, experiential shops and factory shops has reached 10. Direct shops and counters cover nearly 50 core business circles, high-end shopping malls, shopping centers and traditional department stores in the whole city, providing great convenience for people to purchase high-quality cashmere products. At the same time, efforts will be made to build up terminal service quality, VIP customer sentiment maintenance and experiential consumption mode.

Some counters will be pformed from cashmere knitted area to four seasons women's clothing area with the new brand strategy layout, upgrading the quality of shops, changing from offline channels to online and offline channels, realizing the sales mode of online drainage and offline store experience, and launching marketing activities around the brand theme through the means of target consumers' pleasant communication, forming a more extensive and profound recognition in the customer group.

Saussurea -- Beijing fortune Shopping Center store

Chen Yue, general manager, said, "take the store store in Beijing fortune shopping center as an example. In December 2016, Saussurea settled in the 1 floor of the shopping mall.

Based on the brand concept of snow lotus's whole life, we should focus on customer orientation, and strive to fill the gap of CBD's surrounding customers' demand for green leisure writing consumption.

Such a consumption concept of "grade beyond price" has made snow lotus win a remarkable achievement in the same field of competition with many women's brands.

Brand continuous upgrading

10 billion value leads the new journey

Reporters noted that the first "Chinese brand day" before and after the birth of more than a year, the overall ascension of Saussurea has shown many notable results.

At the same time, with the brand name of Saussurea as the main body, the brand clustering effect of multi brand integration has been constantly highlighted. More and more product lines that are applied and differentiated by new scientific and technological achievements continue to bring new vitality to the Saussurea and bring the brand strength to a new height.

In the year of 2015~2017, the snow lotus brand was selected as the "top 500 brand in China" list in three consecutive years. In 2017, the world brand laboratory revealed that the brand value of Saussurea was 10 billion 820 million yuan in the latest brand value test report of Saussurea involucrate.

While promoting brand value, Saussurea has been working with many famous international designers and studios for a long time to enrich the design and innovation products of Saussurea and improve the ability of design innovation.

In particular, over the past year, the participation of Saussurea brand has been deepened with the international and domestic high-end fashion industry.

Snow lotus autumn winter cashmere knitting fashion trend released

The fashion trend of cashmere knitting made by Saussurea has been released, and it has reached a more mature and full developing stage through the accumulation of the first three seasons.

In the 2017 fashion week of Beijing, the most intense year of the capital fashion brand was again played. On the evening of September 22nd, at the opening ceremony of the Cultural Palace of the working people of Beijing, Tai Temple, the theme of "snow lotus line" released the fashion trend of "snow lotus 18/19 autumn winter cashmere knitted apparel".

Under the bright colors and magnificent blending of ancient buildings, "Snow Lotus" has dedicated a fashion to the fashion week and the fashion industry, which combines the cashmere fashion visual experience with the ancient capital's history and art perfectly.

2017 Beijing Fashion Week Opening Ceremony "snow lotus line" conference held in Tai Temple.

Since its appearance, Shelyn Thany fashion workshop has excavated and invited more than 30 national heritage skills and handmade inheritors.

On the second "capital open day of state owned enterprises", the citizens of the capital explored the story of snow lotus Ren Li's history in the past hundred years, and experienced the infinite charm of non hereditary handicraft.

"Boundless and unbounded - Fashion Beijing snow lotus night" Fashion Awards

In May 4th this year, the theme brand activity of "boundary and boundless fashion Beijing snow lotus night" also broke the traditional brand publishing and fashion exhibition form, integrating art, technology and brand multi-dimensional innovation, and brought a brand new deep immersive fashion experience to the audience.

During the period, the successful release of Saussurea 2019 spring and summer trends also marked the trend of the design of snow lotus to design more mature and complete concept, and formally moved towards the new stage of "four seasons, systematization and normalization". In the form of exhibition, by showing the human-machine interaction, intelligent manufacturing equipment experience and the static exhibition of cashmere knitting all kinds of furniture life, the guests were deeply immersed in the artistic and technological atmosphere brought by the brand fashion, and fully felt the latest achievements in the history and culture, the whole category construction and the new concept of intelligent development.

Breaking the boundaries of brand fashion, the first success of the spring and summer trend is a step forward in the process of designing a mature and complete concept of snow lotus.

Help deepen the brand "four seasons, scene" concept expression, further enhance the expansion of Snow Lotus brand spring and summer product design application.

Constructing cashmere knitted "value network"

The "double garden" strategy emerges from the water

The series of honors and breakthroughs give snow lotus a wide range of attention and recognition, and then how will the snow lotus make full use of the hard won advantages, at the same time, according to the changes in the economic situation at home and abroad, China

With the development of the industry and the new positioning of the capital economy, the advantages of the group will be bigger and stronger. It is imperative to bring the brand development to a new situation with the characteristics of industrial ecological operation.

Based on high quality development and high quality service, Saussurea focuses on constructing cashmere knitted "value network".

He further explained that at the beginning of the 13th Five-Year, the cashmere fashion industry group strategy put forward by Saussurea group in line with the development direction of the new textile fashion industry group focused on the mutual assistance and integration of the three main business segments of "brand operation, cultural creativity and technology services", and the formulation of the top business strategy and the top-level strategy were all centered around the origin of the target customers.

The following brand promotion, industrial layout, and cultural reconstruction also need to draw a blueprint for development based on the origin. At the same time, the business breakthrough will be achieved, and the business matrix will be formed.

Taking the express train of the new era, since the nineteen Party's Congress, guided by Xi Jinping's new socialist ideology with Chinese characteristics, according to the requirements of Beijing's overall urban planning, on the basis of further playing the brand and industrial advantages, how to meet the new capital's functional orientation, and create a strong core competitiveness for the future development of Saussurea involucrata, the construction plan of the snow lotus "double garden area" gradually formed over half a year will provide a more comprehensive and solid support for the layout of the value network.

From a macro perspective, the changes in the external environment have brought great pressure to the Saussurea gardens in Daxing District. The capacity of the Saussurea group not only needs to move out of Beijing in a short time, but also with the changes in the ecological environment in which the snow lotus group is currently living, and how to relocate and operate in Beijing park. How can we strengthen the vertical control of the value chain of the cashmere industry, and upgrade the industrial chain with the technology industry?

In order to actively implement the spirit of the important speech of Cai Qi, Secretary of the Beijing municipal Party committee, at the meeting of the leading group of counterpart support and economic cooperation in Beijing, Beijing counterpart helped Inner Mongolia to tackle poverty, and at the same time is the need for the overall strategic pformation and upgrading of the Saussurea group in Beijing.

At the signing ceremony of the Beijing Mongolia Industrial poverty alleviation cooperation project, the snow lotus Group signed an industrial poverty alleviation framework agreement.

In May 13th, Saussurea group, a municipal state-owned enterprise in Beijing, joined the Beijing SASAC to the Inner Mongolia Autonomous Region to carry out industrial poverty alleviation and cooperation projects.

This shows that the strategic blueprint of the "double garden area" elaborated by the snow lotus group has begun to take action.

Meng Ze told reporters that the "Beijing Chifeng double garden area" value network layout strategy formulated by the Saussurea group is from

The industrial park of Chifeng is laid out on the high level, so as to comprehensively promote the related work of "industry poverty alleviation" and "precision poverty alleviation".

For Saussurea, defining the layout strategy of "value network" is also a process of remodeling and innovating its own business mode.

"Double garden area" strategy is the "key point" of Saussurea in the overall "value network".

"Double garden area, step by step, move out, welcome in", Saussurea will take Beijing as the core hub and create "Beijing".

"Innovation Park", which controls customer entry, is positioned as a "technology driven collaborative fashion innovation platform". It involves the integration of related resources in cashmere fashion, knitting design research and development, and cultural and creative fields. Taking Chifeng as an industrial hub, it creates "Chifeng Industrial Science and Technology Park" and forms an industrial science and technology innovation practice base, which is positioned as a "science and technology driven snow lotus industrial upgrading and innovation project practice base".

With the "Beijing Mongolia interaction and industry poverty alleviation", we should realize the harmonious unification of regional development and industrial upgrading, and strengthen the concept of sustainable development of snow lotus and the social responsibility of state-owned enterprises.