Xia Yue, The Pioneer Of "Three Self And Six Modernization" Of Red Bean: Tamping Comfortable Positioning, Precise And Comfortable Communication

Taking the Zero Sense Comfort Shirt Science and Technology Conference as a breakthrough point, we constantly passed on and strengthened the comfort awareness of Red Bean men's wear brand, with a total volume of more than 2.5 billion on the whole network; Actively tackle the image of Zhongshan Road flagship store and the sixth generation store, upgrade the brand image of men's wear brand, show the classic comfort concept, and make the transformation of the image of Red Bean men's wear widely concerned

Since Red Bean officially launched the strategic upgrading of "classic comfortable men's wear", Xia Yue, the head of the brand culture department of Red Bean, led the team to focus on the strategic positioning of "classic comfortable men's wear", constantly break through and innovate with professional expertise, adapt to consumption upgrading with differentiated events and high-end images, and comprehensively upgrade and quickly implement the brand communication and brand image.

It is precisely because of her outstanding contributions to the high-end transformation and brand image upgrading of Red Bean men's wear that Xia Yue was rated as the "Pioneer of Independent Brand" in the theme activity of Red Bean Group "Promoting high-quality development with three self and six modernizations".

"There should be potential energy, but also volume"

As we all know, it is difficult to break the brand's inherent impression. How to make the classic brand Red Bean men's wear new and leap into the trend? How to let consumers know and digest? In the face of difficulties, Xia Yue led the team to rise to the challenge.

In the face of Red Bean Stock, we will spare no effort to create luxury comfortable shirt - Red Bean 0-sense comfortable shirt to accelerate the pace of high-end transformation. As the head of brand communication, Xia Yue believes that this is a subversive men's wear product, which interprets the new positioning of Red Bean for classic comfortable men's wear with a new comfortable wearing experience. The quality is excellent and the selling points are solid. Therefore, the core content has a fulcrum, which can be used to break the gate of communication.

At that time, it was in the period of epidemic prevention and control, and all walks of life were tired. The traditional form of press conferences was limited by reality. The publicity of the brand would only make the brand's communication volume muddy. Therefore, after repeated discussions, the differentiated approach became the only and best choice. With the company's decision and the careful preparation of Xia Yue's team, on March 17, 2022, an industry's first AR conference and a luxury "Red Bean Zero Comfort Shirt" will open the comfortable men's wear market and return to the mainstream crowd's vision. This AR new product release conference, with fresh ideas, brought users a surprise experience, not only won the industry's pioneering position, but also drove the image of Red Bean men's wear to break the circle in a unique and innovative form, so that consumers had a new understanding of the upgraded Red Bean men's wear brand.

Both technology and texture, comfort and elegance are integrated. In order to make the 0-sense comfortable shirt widely recognized by users as soon as possible, it has set off an upsurge in different fields of science and technology, finance and fashion. With the promotion of Xia Yue's team, celebrities such as Qi Wei, Luo Yonghao, Wu Xiaobo, Lu Yi, Pang Bo and others understand and quickly like this shirt; Fan Chengcheng, Yang Yao and other stars also put on their bodies to demonstrate the multifaceted style of comfortable shirts. Not only that, the choice of female artist Qi Wei as the brand spokesperson also made the brand of Red Bean Menswear leave a different comfortable impression in the minds of the public.

In order to fight this hard battle well, Xia Yue led the team to firm the goal, dig deep into external resources, integrate internal forces, and plunge into the comfortable communication track with high morale; The whole staff innovated the concept, closely focused on the strategic opportunities and consulting platform created by the company, and raced against the clock to tamp the comfortable title; Focusing on the overall progress of the campaign, the team dared to break through the initiative and build momentum flexibly and accurately, and made breakthrough progress in the release and communication. The exposure of a single event exceeded 1.6 billion.

Behind this is the hard work and efforts of the whole team members. The nodes of large-scale public relations activities are complex. Continuous overtime work and overnight communication throughout the month are common. The young team, with its own tenacity and sense of responsibility, made all the cooperating units praise it. This hard battle not only achieved fruitful results in brand recognition, A strong brand team will be trained for more comfortable men's wear of Red Bean.

After the press conference in March, the second battle started immediately. Red bean men's wear landed at the London fashion show with its star product Zero Sense Comfort Shirt. Among them, international supermodel Jin Dachuan joined with many overseas models, further consolidating the brand image of national brands and the light of domestic products. Then, Red Bean Men's Wear also carried out more than 100 offline roadshows, and played "combination boxing" online and offline. As Xia Yue said, "If a public relations event with high potential energy is a kind of fire that can trigger comfort, then continuous ground communication is to use the momentum to help ignite the fire. Only by taking advantage of the wind and cooperating can the market be quickly ignited."

In addition to content and public relations, vision is also an important part of communication. High quality visual materials can arouse users' somatosensory memory. Through the overall upgrade of the brand's visual image, Red Bean Men's Wear has constantly formed a mental resonance with consumers, and appeared in front of users with a more scientific, quality and comfortable image.

Focusing on the promotion of "0 sense comfortable shirt", Red Bean men's wear, through differentiated communication and focused play, combined with a more accurate vertical communication path, unlocked a new path for brand destruction, constantly strengthened the brand potential and established new brand value. It fully covers the new middle class in the future, mainly the post-90s and post-00s, and the user group is young and high-end. The success of the Red Bean Comfort Shirt is not only a high recognition of the product itself, but also a successful blessing for the transformation of the brand image of Red Bean Comfort Men's Wear.

"Strengthen the brand image and open up a comfortable track"

The brand strategy is not immutable. In the process of brand development, it will change with the changes of the environment and the development stage of the enterprise. When facing the "pain of transformation", the brand strategy change needs to be thorough and persistent. This also corresponds to two essences of the brand - one is the constant value hidden behind the brand representation, that is, the "classic quality" precipitated in the red bean men's clothing gene; The other is the ability to seek innovation and change in the general environment, that is, the foresight and boldness of Red Bean men's wear to open up and lead the comfortable men's wear track.

The road to improving brand image starts with the establishment of flagship stores. In order to build a flagship store with national benchmark, Xia Yue led the team to quickly start the planning and implementation of the overall design of the flagship store. The first large-scale flagship store with a new concept faces many difficulties and challenges in the actual operation process, including communication with the design company, the same frequency of the concept of team comfort, and the complexity of various approval processes and multi-party cooperation beyond expectations. Finally, with the direct participation and strong support of the leaders of the group and the company, we successfully completed the delivery operation of the 1000 ㎡ flagship store on Zhongshan Road before the year, again breaking the industry time record. The final effect is very impressive, and also represents the emergence of a new image of Red Bean Comfortable Men.

Then, within 14 days, the 500 ㎡ Suning flagship store was completed, and it entered the core business district with a new image, which was used as a benchmark to continuously upgrade and optimize the new six generation single store model. At the same time, other stores of Red Bean Menswear also began to upgrade one by one. The bright and atmospheric visual design, together with the natural materials with soft colors, delineated a relaxed and comfortable space atmosphere full of texture, conveyed the concept of comfort in all dimensions, and let consumers enter the store refreshing.

In the past 66 years, the men's wear market has been deeply cultivated, and Red Bean is a national brand that deserves its name. In recent years, great changes have taken place in the brand of Red Bean. From the internal thinking to the external perspective, we have explored the core of the brand - to realize what the brand itself is and which road the brand is going to take. Today, the road ahead of Red Bean men's wear is very clear, which is to firmly lead the comfortable track of men's wear. Xia Yue will also continue to practice hard, gather team strength, solidly promote all communication work, and unswervingly continue to move forward on the comfortable track.