Brand men's clothing: We have been focused on the Chinese stand-collar
November 29, 2018
For the creation and popularity of "China Collar," many people say it is a miracle. However, Brand Manager Lin Shi Zhu Shi brand management center, but think it is the inevitable development of China's men, "as long as you insist enough, enough focus, we will be able to achieve high quality, high realm." Lin Shi Zhu interviewed quite serious The reporter said: "The 11th Five-Year Plan has really done many things. There are two things that we must talk about. First, we must continue to deepen the cultural connotations of the" Chinese leader. "We will continue to innovate on the products. Second, Deep plowing domestic sales channels, and look to the world, which is the Qiaopai Group in the 'Eleventh Five-year' period of the two major development strategies. "Qiong brand men to expand domestic demand, pay attention to the pragmatic domestic sales channels, is Qiang licensing in the" Eleventh Five-Year "During the period to maintain steady growth in an important measure. The international financial crisis has had a huge impact on the textile and apparel industry. The export channels are severely hampered and the domestic market is also facing a downturn. In this case, the domestic apparel brands have opened up new sales channels, so that products closer to consumer demand. However, there is a common phenomenon in the apparel industry: domestic enterprises in the second and third tier cities can do full coverage in the domestic market share in first-tier cities is not much, the international financial crisis so that consumers pay more emphasis on practicality and cost-effective shopping, As a result, the consumption of luxury goods is greatly affected. This is exactly the opportunity for the domestic first- and second-tier high-end brands. They took the opportunity to enhance the brand culture and occupy part of the high-end markets in the first and second tier and change their perceptions of domestic brands in the high-end market. Pragmatic channel construction has become a major license in 2009. Previously, just as Vanke focused on the residential market, Xunpai also focused on the domestic market, which enabled Xapai to grasp the market demand more clearly and quickly in product design and development while also focusing on the single market and building more Multi-channel system. In terms of channel construction, QLP mainly deals with second- and third-tier cities in the early stage. In addition to not wasting resources on first-tier cities and imported brands, it also locks up specific consumer groups. In a downturn, QIC invests more resources In these second and third tier cities, apart from grasping the market share, the operating efficiency of brands and products is enhanced, and the return of cash is faster. In the aftermath of the crisis, Chi brand stepped up efforts to attack first-tier cities. Before the "Eleventh Five-year Plan", Qiaopai Group paid great attention to independent innovation and regarded innovation as productivity. In 2003, Qiaopai Group invented a new clothing category - the Chinese stand-collar, with its blend of the Chinese nation's outstanding cultural characteristics and international fashion elements, and much loved by the world, while Qiaopai Group's "Fashion China" Concept, is sweeping all over China, and gradually recognized by the international fashion industry. During the "Eleventh Five-year Plan", Qiaopai continued to reinforce the concept of "Chinese stand-alone collar" and injected more cultural connotations into it. In 2006, the "Li Zhonghua Collar" was selected by the Chinese state leadership for "China-Africa Cooperation Forum" Great Hall of the People's clothing.柒 card tell the world, "is a man, is a Chinese dragon." In 2007, Qipai Group's original "Chinese stand-collar" has applied for a patent, "stand-collar men suit standards" through the Fujian Provincial Standards. At the same time, the company constantly strengthen the building of enterprise culture, brand culture and corporate culture complement each other, keep pace. So far, the brand has invested hundreds of millions of dollars for brand building and promotion, brand name brand influence increasing, brand culture connotation is constantly enriched, the brand image of the audience fully affirmed. In 2009, it is exactly the 30th anniversary of Qiong brand. At this time, Qiong brand has established the direction of development toward the international brand and the world famous brand. To tie in with the development of ideas, brand licensing in the brand strategy to promote the new tactical and tactical changes. For example, in the fusion strategy of culture and the arts, they are more focused on "implants" by people or things with international symbols. They even consider cross-border co-operation with Lang Lang and Ye Jintian, internationally influential art stars. In 2010, at the invitation of the Chairman of the WAE, 2010, the "Colorful China" China National Costume Display Team's U.S. trip was successfully held recently. As one of the important contents of the event, Hong Bingwen, the deputy general manager of Qiaopai Group, handed over the "Chinese collar" clothing presented to President Barack Obama and the six governors to Zhang Yesui, the Chinese ambassador to the United States. As the official ceremony and sole dress brand of China-US cultural exchange activities designated by the Chinese government, Qia Brand Men's Wear held their performances in Virginia, Washington, DC, Maryland, Pennsylvania and New York 5 respectively. They not only showcase the fashion of Chinese men's wear Style, but also set off a wave of Chinese clothing style. "It can be said that we have done a certain extent in the domestic market, whether it is brand influence or market share to the brand development to this stage, to the goal of international brands is the development of the inevitable move." Lin Shi Zhu said.