How To Build Ordos In The Apparel Brand Upgrading Movement

The vigorous brand upgrading campaign is still being carried out in the domestic apparel industry, but brand insight into the nature of business will soon realize that brand upgrading is not the ultimate goal in itself.

Two years ago, the market sensitive clothing industry began to feel the upheaval of the economic environment and consumer demand. With the trend of globalization invading the clothing industry, and the millennial generation with a broader vision on the stage of consumption, the domestic clothing brand stands at the crossroads, facing not only the challenge of keeping the market, but also how to identify its "identity crisis" in the market. However, the domestic clothing brands cultivated under special economic environment, or with production as a whole, or with strong brand of wholesale trade, lack of innovative gene and brand awareness.

Brand upgrading is a new concept that has become a strategy for domestic apparel brands. Brand upgrading refers to the strategic means by which the brand can optimize the links including products, marketing and channels in order to cope with the changing market environment. In China, brand upgrading in various fields has been accompanied by an important social trend of consumer upgrading. Just as public opinion disputes the concept of consumption upgrading and even consumer demotion, most of the time, brand upgrading has become an empty marketing concept because of its lack of specific connotation and guidance.

However, the seemingly fashionable concept still can not be separated from the essence of business. Traditional economics collectively refers to various initiatives of brand upgrading as "innovation", which means that domestic clothing brands still return to make up for short innovation and rebuild brand competitiveness. In the long-term observation of fashion headlines to the domestic apparel market, domestic apparel groups including Taiping bird clothing, Ordos group, and Ya Ying group have made a major strategic upgrade. The late Jiangnan group and EPO group are doing the same.

From the internationalization of design and visual creativity team, the younger age of advertising image and marketing, and the more sophisticated multi brand strategy, the upgrading of clothing brand has gradually formed a fixed line. However, the highly replicable measures still do not touch the essence of innovation. Learning from global brands is only the first step in brand upgrading, and the next step is to find the core competitiveness of the brand.

For apparel brands, the form of core competitiveness is very limited. It is not only the design, technology, cost performance, update speed, even an attractive brand story, or a special combination of the above competitiveness, such as high fashion design and fast new speed, which constitute the core competitiveness of fast fashion leader Zara. The core competitiveness of enterprises with lower cost is more advantageous to enterprises. For example, the cost of brand stories is much lower than that of technology inputs. The story of Chanel founder Gabrielle Chanel still stimulates people's yearning for this luxury brand. More recent trend brand Supreme is promoting this.

From the point of view of business, it is the maximization of profits to stimulate consumers' high aspirations at the lowest possible cost. Inpet, an economist, believes that only by innovation can profits be made, because the price of commodities will always be infinitely close to costs. So for today's clothing brand, no matter what kind of innovation, what kind of upgrading, innovation and upgrading itself is not the purpose, the mission of the enterprise is to gain long-term healthy development through profit. Only the brand that has the core competitiveness can occupy the dominant position in the long term competition.

In a group of domestic apparel brands with strategic upgrading, the Ordos group, which has the most clear core competitiveness, is bringing new inspiration to the domestic clothing brands.

Since the announcement of the 2016 group's strategic announcement, the Ordos group has completed the initial combing and upgrading of its clothing brand matrix within two years, including leading the brand to upgrade the high-end fashion ERDOS, stabilizing the traditional Ordos 1980, the luxury cashmere brand 1436, and the Blue Erdos for the millennial consumers.

Among them, the spanformation of the core brand ERDOS from the functional aging clothing brand to the fashion brand has been deeply rooted in the hearts of the people.

Yesterday evening, ERDOS released the 2018 autumn and winter series with the theme of "INITIATE / INFINITE" at the Beijing national treasure culture landmark temple. The brand spokesperson Liu Wen and actor Yuan Quan, Yiwei Zhou and Tan Zhuo attended the show.

The eastern aesthetics represented by the temple embodies the aesthetic feeling of gradation under the changeable clouds. It fits the artistic ideas pursued by ERDOS and the light and changeable characteristics of cashmere. The historical heritage and atmosphere of the temple also enable guests to feel the ambition of ERDOS and Erdos Group more intuitively.

PLAY WITH CASHMERE runs through the entire fashion show as a core concept and breaks through the past dependence of weather and functional stereotypes on cashmere. Men's series of cashmere's multi scene, multi-function and various modeling methods, the high saturation color of women's clothing, the combination of cashmere material and the reflective elements of the tidal current elements, especially the cashmere evening dress series in the epilogue, and the cooperation with the independent designer BINGXU of the shoe products continue to show that ERDOS is a fashion brand, not only a rich level of cashmere brand.

Fashion and multi brand strategy are not special in the current upsurge of brand upgrading. However, unlike many brand failure cases that have diluted the core value of the brand, Ordos is a few apparel enterprises that can enhance their core competitiveness through multi brand layout and resonance, and its core competitiveness is "Cashmere".

Cashmere is a rare and special animal fiber in the world. The high-grade raw material of textile industry is known as "fiber diamond" and "soft gold". It is a layer of fine, thick villi that grows in goat's hair roots to resist cold and is called cashmere.

In fact, when the brand strategy spanformation began in September 2016, Ordos had already launched the concept of "Cashmere Empire". The biggest difference between Ordos group and other fashion groups is that they cover the whole industrial chain from grassland, sheep seeds, and wool to the retail terminal, especially the deep ploughing of the brand at the production end and the close connection with the raw materials.

Datana, executive deputy general manager of the brand division of Ordos group, said that the cashmere Ordos family has been exploring more than thirty years and two generations, and has been exploring how to find more rich concepts in cashmere and how to make cashmere well. Whether vertical supply chain layout or horizontal brand positioning expansion, the purpose is to consolidate this unique advantage and core competitiveness.

The word "Cashmere Empire" seems to have a strong monopoly color, but its ambitions and ambitions do not come from nowhere. According to China's cashmere industry report, the main producing countries of the world cashmere are China, Mongolia, Iran, Afghanistan, Kazakhstan, Kyrgyzstan, Pakistan, Turkey and other countries. China is the largest producer of cashmere in the world, accounting for more than 70% of the world's total output. Inner Mongolia is the most cashmere goat producing area with the largest number of cashmere goats in China, accounting for 1/3 of the world's cashmere production.

The value of cashmere determines the high price of raw materials, and the R & D input to the production end also affects the profit margins of the Ordos group. With sustainable development becoming the main trend of the world, Ordos group has formulated a sustainable development plan this year. But Datana said frankly that for a company of this size, any small change may bring huge cost challenges.

But now that the Ordos group targets competitors in fashion brands, it must become competitive in profit space. As mentioned before, core competitiveness has high and low cost. At the moment, the Ordos group should gradually upgrade its core competitiveness from the higher cost cashmere process to the brand story which is relatively low in cost, which is a process of spanferring from material object to abstract concept. In the past, consumers bought a cashmere sweater that could wear for 30 years, and later consumers bought the pronoun of quality lifestyle, which is the label of domestic products, and is a sustainable fashion attitude. When consumers are willing to pay a higher price for the Ordos brand story, the brand premium will be generated and the profit space will be opened. The ultimate reason for brand image remolding lies in this.

So the key question becomes, what brand story does Ordos want to tell about cashmere?

From 10 years ago, cashmere was regarded as the pronoun of old age and function. To explore the cashmere without seasonally, without age and fashion, Ordos first changed the stereotype of consumers to cashmere, and brought this material into the vision of young consumers. Through multi brand layout, Ordos group is also trying to expand the audience of cashmere material, and refined the needs of each audience group.

The new story surrounding cashmere is constantly updated with the changing social environment. In the era of consumption upgrading, cashmere is labeled with high quality of life, comfort and young people's emphasis on self perception. According to the latest report released by CBNData, the first financial and business data center, with the continuous upgrading of consumption, the high-end products of domestic products are rising vigorously, and more than half of the domestic goods in clothing and other fields are accounted for. More than 00 of the young consumers in China are more interested in domestic clothing brands.

With the rise of Loro Piana, Brunello Cucinelli and other luxury cashmere brands and the popularity of Chinese consumers, besides the bonus effect brought by the cashmere market, the Ordos has returned unconsciously to its Chinese brand identity.

The latest ERDOS 2018 autumn winter series is a clear signal on behalf of the temple of China's historical and cultural heritage. There are a large number of Chinese classical costume elements in the women's wear series, and the collection of these retro elements and contemporary trend elements brings a new tension story to Erdos. Gilles Dufour, the artistic director of Ordos group, who has worked for the group for 10 years and has rich experience in Chanel, Balmain and Fendi, initially did not understand the importance of red in Chinese culture, and why Chinese women rejected the low cut dress but accepted the miniskirt, and Japanese designers could not understand the large demand of Chinese male consumers for jacket products.

Years of continuous running in and communication have changed both sides of Ordos and the international creative team. The production end with tight work plan has begun to accept the sudden and irregular creativity, and the creative team has gradually formed a unique creative form in many years' aesthetic integration between China and the west, and has become the identity of the brand in the global competition. When the global brands focus on the Chinese market, the uniqueness of design is the key to the development of the battlefield of Erdos and the fashion battlefield.

Wang Zhen, vice president of Ordos Holdings Group, said in an exclusive interview with fashion headline last year, "Ordos's current competitors are not cashmere brands, but fashion brands."

With the trend of sustainable fashion becoming the undoubted macro trend in the future, sustainable fashion is also being written into the brand story of Erdos. The 2018 Copenhagen fashion summit, which ended in May 16th this year, indicates a new round of change for China's sustainable fashion. Early entry enterprises will accumulate more first-hand experience and consumer sentiment.

Ye Xiaowei, editor in chief of yehyehyeh, who is the editor of China's most avant-garde fashion magazine at the weekend, hosted a group discussion on the topic of sustainable fashion in China at the summit. Datana represented Ordos group, speaking with Pan Chuying, CEO of China retail department of Yida group, and Robby Gu, vice president of investment and innovation, the first time in the global industry to share the sustainable practice of Chinese apparel enterprises.

Once the Ordos group has fully planned the sustainable development plan and the overall spanformation of the industrial chain, the sustainable production mode will become one of the core competitiveness of the group. Because this concept is not only reflected in the production end, but also around the environmental dispute of cashmere material, improving Pasture Ecological Environment Protection and animal welfare. At the same time, it will also involve material saving in creative links, green packaging at retail outlets, staff working environment, and even less inventory waste caused by the new retail and big data. Eventually, a complete industrial chain with higher efficiency and less environmental damage will be formed.

Returning to the essence of enterprises, reducing costs and improving efficiency is the fundamental driving force for brand leaping. Only innovation can maintain the healthy operation of the business machines, thus providing a growing sense of freshness for the increasingly discerning consumers, so as to expand the incremental market, otherwise it will only fall into the cycle of cycle. Over the past few years, Ordos is making a sense of "accident" through every public appearance, attracting a large number of young consumers.

It is reported that after 90 VIP consumers in the Erdos brand of the fastest growing of the age layer, this is behind the young consumers to enhance the confidence in Chinese brands. Nowadays when people talk about Chinese brands, they talk about not only the extensive Chinese manufacturing, but also the comprehensive strength of China's design and market. When Ordos enterprises successfully reversed the short board of creativity through 10 years' efforts, and consolidated their manufacturing advantages with the help of technology and sustainable development fashion concept, at the same time, the rapid development of China's electricity supplier platform and new retail formats helped to deepen the Chinese market.

Success often comes from the best thing to do. From the cashmere material to expand the radioactivity, to achieve a variety of material possibilities and potential, Ordos finally built the core of the clear cashmere empire. And the other domestic brands that are not clear enough in core competitiveness will eventually be lost again and again in the changeable market.