Urban Beauty: Younger Brand Image, Transformation And Upgrading Into Deep Water Area

Consumer preferences are varied. In order to keep up with fashion trends, transformation is almost always a problem for all brands. Lining, Anta, Bosideng and other national brands have gone through the throes of transformation, and then gained new strength from the transformation.

The downward trend of the macro economy and the change of consumption patterns, the underwear companies listed by urban beauty, Hui Jie share, and Fang Li Fang are facing the pressure of transformation of business strategy. As an underwear leader with a history of more than 20 years, the city beauty realized this very early. In the past one or two years, it has carried out a series of drastic reforms to enhance its brand, commodity and channel strength.

1, recruit new spokesmen, brand image younger

In order to attract more new generation of consumer groups, urban beauty invited Guan Xiaotong, the "national girl", as the spokesperson of the city beauty brand underwear and household clothes in China. According to the announcement of the city beauty, Guan Xiaotong was appointed in June 1st this year, serving two years, and will take part in the company's commercials and the promotional activities of the brand.

The brand spokesperson represents the image of the enterprise and the connotation of the brand. Guan Xiaotong is a popular "95 Queen" star. The outside attention is high, and there are many young fans. The endorsement of the new idols will inject new blood into the beauty of the city and make the brand image of the urban beauty young and fashionable.

2. Big coffee designers join in, and fashion design is more fashionable.

For an enterprise, talent is an important asset, because only the right direction of development and transformation will not be futile. On the road of transformation, urban beauties continue to welcome professionals in the industry. In July 2018, the city beauty appointed Sharen Jester Turney, the former chief executive of the company, as the chief global strategic consultant. It is mainly responsible for the strategic planning and implementation of the company, enhancing brand image, introducing designers, overseas acquisitions and retail operations.

In order to make the product design more fashionable, city beauty constantly collaborated with famous designers at home and abroad. In May 2018, city beauty signed a letter of intent with Emeline, Duval, a French designer and Natalie Sokierka. In addition, in December 2018, urban beauty and Vincent Daudin, an American fashion expert, also worked together.

It is reported that Fan Yanyan, a well-known designer, is also one of the collaborating designers of urban beauty, and will develop 2019 autumn and winter products for the company. Fan Yanyan is known as "the first person of Chinese silk art". Her works are collected by former US President Obama, former UN Secretary General Ban Ki-moon, former US Secretary of state Hilary, and many other dignitaries.

3, strategic investment suppliers to enhance product quality and enhance market resilience.

In addition to creating a more fashionable and younger face, urban beauty is also actively promoting "Li Zi", that is, the quality of products.

The quality of urban beauty is reassuring to consumers. The company has passed the certification of quality management system, environmental management system and occupational health and safety management system, and has adopted modern testing. The qualified level of products is up to 99.99%, far exceeding the level required by AQSIQ.

In order to strengthen the ability to control and control high quality suppliers, improve product quality and self-sufficiency rate of quality products, urban beauty invested in larger suppliers and better quality suppliers in August and June this year.

According to the announcement of the urban beauty, the company has entered into 27 joint venture cooperation agreements with its respective controlling shareholders of the 27 existing suppliers. These suppliers have more advanced production equipment and sufficient capacity, and have many years of experience. They have more patent technology in product design and new material development, and have the ability to control and control the whole process of product design, manufacturing and quality control.

A joint venture cooperation agreement with these suppliers can not only ensure that the urban beauty control the quality and adequate capacity, but also help the company to integrate the development capabilities of new products and new materials, shorten the development and production cycle, and improve the company's quick response capability.

In addition, the city beauty appointed Tang Qiansheng, the former R & D director of Wacoal, as chief technology officer, to research new technology and develop new materials for the products of urban beauty, and further improve the quality and function of products.

epilogue

Urban beauty is the leader of China's body clothing market. Its track speed is fast and its concentration is low. Concentrating degree is the inevitable trend of future development. The urban beauty is the most powerful and potential player in the underwear field at present.

Urban beauty is actively transforming in the changing retail environment to respond to market demand. Engaging national girls as spokesmen to attract young people and collaborate with big coffee designers to enhance the fashion sense of the products. They are very strict in controlling the quality of products and so on. Although the performance does not reflect the results of the transformation of the company for a time, from the perspective of the long and medium term, it is the beginning of light.