2010 Red Bean Men's Clothes Turn Around And Turn Around?

"Red bean men's clothing has been recognized by customers and the market through the transformation of building a chain monopoly system and upgrading the design, and has further strengthened our confidence in transformation and development."

In March 29th, China's clothing independent brand development forum and red bean image menswear Brand Strategy Summit.

After many lectures, customers from all over the country came to their own time. Half an hour later, more than 220 of them became the new franchisee of the red bean men's wear.

After the meeting, Zhou Mingjiang, executive vice president of Hong Kong Group and chairman of the stock company, could not conceal the joy. "Today's activities fully show that the red bean men's clothing has been fully recognized by customers and the market through the transformation of the chain monopoly system and the upgrading of the design, and has further strengthened our confidence in transformation and development."

At this CHIC exhibition, the red bean men's wear exhibition hall has become a bright spot with its distinctive brand image, personalized design, potential franchised business mode and attractive joining conditions.

270 square meters of red bean image men's booths are located at the entrance of the E1 Hall of the National Exhibition Center. The red door, the black wall, the silver gray exterior window background and the red and white HodO red bean men's logo are very eye-catching, while the interior is dominated by silver series. The exhibition of red bean image men's clothing basically adopted the way of "Scene reappearance", that is, the appearance and interior furnishings of the pavilion are all designed and furnished according to the chain stores in the whole country, similar to the large stores that put the red bean men's clothing into CHIC.

Liu Wenxian, Dean of the franchise School of Beijing Normal University, Zuhai, said: "today, the entire garment industry in China is at an unprecedented stage from industrial innovation to business innovation." He believes that the chain monopoly system that Hong Kong is trying to build belongs to business innovation, and it is also the development direction of China's independent clothing brand.

The choice of chain monopoly system for red beans is the omni-directional trade-off between the advantages and disadvantages of wholesale market and chain monopoly system in May 2008. After a detailed survey of the development trend of China's consumer market, we can say that the new mode is quite different from the old mode of operation. In the past two years, red beans have formed a chain franchised system of regional franchised, urban franchised, single store franchise and direct operation. At the same time, a series of policies, measures and precautions for franchised chain operation have been perfected. From single store location, shop layout, personnel selection and management method, to ERP system and organizational structure adjustment, this framework can well support the operation of chain resale system.

The strong terminal needs strong market response ability and efficient logistics and distribution. For this reason, the red bean image men's clothing set up the logistics department, and at the end of December last year, it started to build a 34000 square meter logistics sorting center. The red bean image men's logistics sorting center is a semi automated, intelligent logistics center, which is mainly based on the red bean image men's clothing terminal store retail business. It is expected to be delivered in July this year. The average daily output of the logistics sorting center after completion is about 30000, which can support the sales demand of red bean men's clothing annually by 1 billion 800 million. Since the transformation of red bean image men's clothing, operation and development mainly rely on terminal retail stores, and the establishment of logistics sorting center can not only enhance the storehouse's warehousing capacity, but also improve the quick response ability of stores, and support and promote the rapid development of red bean image men's clothing.

Therefore, when Hu Hao, the brand director of the red bean fashion men's clothing, introduced the superiority of the brand, he said that the company already had the first-class business mode and the advanced information support platform. Channel change has benefited franchisees. A franchisee in Inner Mongolia said that it has opened more than 30 stores and plans to open nearly 30 new franchises this year.

Without first-class design, it will not become a first-class brand. In order to further enhance the independent design level of the red bean men's men's clothing, in 2008, the red bean figure men's wear invited China's top ten designer Zhao Yufeng as the design director. Last year, he introduced Korean designer Lian He Shan, Italy version Antonio, and Hongkong designer ERIC to form an international designer team. The joining of these senior designers quickly increased the taste of red bean image men's clothing, and also injected more fashion elements into the brand. In the red bean image men's 2010 spring and summer new product conference, the red bean image men's clothing independently develops 800 kinds of new products, lets the scene customer refreshing.

In order to develop better and more suitable market Of product The company has also set up a new product center, including planning department, design room, studio, purchasing and supply department. Fabric section The 8 departments of the excipient, quality inspection department and surface accessories warehouse are integrated together, so that the design research and sales can be better integrated, so as to facilitate the study of consumer behavior, accurately grasp market information and improve design and R & D capabilities. At the same time, it gives the commodity enterprises more rights, so as to achieve better design research and development, product production and sales close to the consumer market.

At the same time, in the view of the company, the current clothing market, "wine is also afraid of deep alley", good channels, good products need to let the outside world understand. In the near future, an advertisement advertised by the red bean men's wear has attracted a lot of attention. This advertisement, entitled "love around, red bean clothing", has created a man image of love giving, love commitment, love challenge, love all setbacks and success with the beautiful and tender picture. It has expressed the mainstream sentiment of Chinese men and the true love between people, and is also very consistent with the consumption orientation of the mainstream crowd of the 25 to 45 years old man in red bean pictures.

In fact, since September last year, this image advertisement has been broadcast on CCTV. At that time, Zhou Hongjiang, general manager of Hong Kong stock, said that in 2010, "the total advertising input will be more than 3 times this year". Since 2010, the red bean image men's clothing has stepped up publicity efforts. While continuing the CCTV advertising, it will also put advertisements through channels such as provincial TV and EMU.

The company believes that these changes have made the turn of the red bean men's wear. And in the red bean image men's planning schedule, the reporter saw that in 2010, the red bean men's wear will be increased to 762 on the basis of the original 639 stores, and finally to 3000 stores in 2012, based on North China and the goal of radiating the whole country.