Why Can The Floating Bud Continue To Grow For More Than 10 Years?

Before and after the 2000 women's clothing in Wenzhou, the floating bud was in the first tier of Wenzhou women's clothing.

Now, over the past 10 years, the ups and downs of Wenzhou women's clothing brands have been consistent. They are still the leaders of the first tier of women's wear in Wenzhou.

In April 1st, the floating bud dress was rebuilt in the four floor of Yintai City, showing the latest summer products, brand new visual matching, and the burst value watch.

Over the past 10 years, Piao Lei always adhered to a stable style and made sophisticated terminals, and the brand maintained a sustained growth trend.

She has connected with consumers through vision, products and services, and now has more than 500 fashion stores across the country.

The peer's comments on her are "well done".

But it seems to be so good that it doesn't seem to come out of it.

She doesn't seem to have any personality: it's not the best way of women's clothing in Wenzhou, it's not the product's personality, but the most innovative mode.

But such a low-key brand always plays a pivotal role in the women's clothing industry of Wenzhou.

At the end of last year, the office area of Piao Lai costume was moved to the 13 thousand square meter new factory house of Ouhai economic development zone. It was seen from the office of Huang Ruidong, chairman of the company, that it was the newly built residential area No. 1.

Huang Ruidong feels that many of his brand ideas can be displayed here.

"Maybe it's because we insist on our position and the style is always stable."

The thing that brands need to do is to be able to accept the latest international fashion information and pform it into a style suitable for their brand positioning, and convey the concept of brand and life to their own consumer groups.

Over the years, Piao has insisted on doing this thing well.

It is reported that Zhejiang Piao Lai Garments Co., Ltd. was founded in 1997, now has more than 1000 employees, the brand has always been positioned between 25-35 years old, with a mature consumer concept of young, fashion consumer groups.

All the design, R & D, terminal display and service of the company focus on this positioning and serve the consumer group.

High growth mystery

Stick to your own style

From the 25-35 year old consumer in 1997 to the 25-35 year old consumer in 2016, time flies and the group of brand service remains unchanged.

How to maintain their own style and adapt to the habits and interests of consumers at that age is a compulsory course for the team of Piao Lei company.

Huang Ruidong said that Piao Lei always adheres to its brand positioning and keeps its product style stable. It also serves the brand with the fastest and latest international fashion information.

In terms of international fashion, the company is now working with French design institutes to quickly grasp the latest international fashion trends.

And maintain the stability of the domestic designer team, especially the stability of the core team, and continue the brand's consistent style.

At present, the core design team of Piao Lai dress has more than 30 people, all of whom are old employees, and the new blood is properly absorbed. Among them, the brand designer director has been in the company for more than 10 years.

Before and after 2012, a large number of foreign fashion brands poured into China. They were clear and bright, and had their consistent life beliefs and brand ideas.

The influx of these foreign brands has brought a strong impact on Huang Ruidong, and also made floating bud more firm in its own opinion.

Huang Ruidong said that making a brand is not just a product, but also has its own temperament to convey a common life proposition with consumers.

In recent years, the goal of floating bud is to gradually leave brand marks in its own consumer group.

Exhibition hall tardy

Last November, Zhejiang

Clothing Co., Ltd. in Ouhai's new factory building decoration, a modern, streamlined facade, with a sexy office area, every corner highlights the personality and sense of the times of a fashion brand enterprise.

However, the exhibition hall on the first floor has not moved yet.

Just because the family Huang Ruidong pays great attention to details, every display of the brand will show the best temperament from space, color and so on.

Not long ago, GABRIEL, a space designer in Spain, flew to Wenzhou on a special plane. He had new ideas about the style and orientation of the new generation shop.

Huang Ruidong and the high-level design of the company's space design gathered together to hold a seminar to identify the brand new shop image style.

After the design is confirmed, it is the time for the first floor exhibition hall to start.

From the store image, the new product release show, to every detail of the product, Huang Ruidong and his team are improving.

He thinks that the temperament of a fashionable and light luxury brand should be clear and keep its own style, and constantly refined from every detail.

Sun's birthday cake

Pang Xiaoying, a beautiful girl after 90, is an ordinary employee in the administrative department of the Piao Lei costume.

She often fuses in the circle of friends in the company's beautiful lawn, fish pond, restaurant corner.

In addition, she will also give birth to someone else's birthday cake, and the company will hold a staff birthday party every month.

In the new factory building with floating buds, it is no longer possible to see the dread of traditional clothing manufacturers.

Even a small restaurant is full of personalities, without losing petty bourgeois sentiment.

Here, employees can order their favorite dishes.

There are always new dishes on the menu wall.

This is really a happiness for girls like Xiaoying, who love life and love food.

At a recent employee's birthday party, Xiao Ying's "delicious lunch in the cafeteria, birthday cake, and the beautiful strawberries of my colleagues" were accompanied by a little fresh and beautiful picture, which made people salivate.

Corporate culture has a very important driving force for the promotion of brand culture.

Huang Ruidong believes that the fashion industry needs the creativity of the team. It needs to keep young and sunny at any time, and feel the beauty and beauty at any time.

Therefore, creative and warm office environment is very important.

Reporter's notes

Be a brand with temperament.

Huang Ruidong said he wanted to be a brand with temperament.

On the road of temperament, it is so easy to "run away from the topic", but "insisting" is very difficult.

In the past few years, the consumer market is not mature. Many garment enterprises are faced with whether they should change their choice of catering to the market.

The abnormally low buds choose the simplest way: stick to it.

For many years, she did not rise and fall, but she was standing there steadily and practicing slowly.

"To create products with an inherent attitude and convey ideas to consumers through products."

This is the secret of Huang Ruidong's "temperament" training.

Sometimes, persistence is a very valuable quality in itself.