Suitable, is the best. While everyone's attention has been focused on the unique philosophy of the "fast fashion fictitious management" of the Pacific Habits, everyone is still cheering for the traditional manufacturing and creative economy. Stop! Pacific peacetime made a pause action. Although the correct business philosophy is the soul of the development of the entire enterprise, but in the Pacific Bird view, the unique design and marketing model is peace bird open up the market, plowing the market's most advantageous weapon. Since the Asian financial crisis in 1997, Pacific bird decided to cut manufacturing operations, the main brand, once worried about design, marketing will be overloaded due to problems. Especially in the field of marketing, because of the direct face of consumer groups, if you can not find effective sales experience, no matter how good the idea can only be put away. Fortunately, in recent years an average of 40% of sales growth, so that everyone in the relief while I can not help but sigh: what kind of marketing strategy has supported the peace bird this stylish charm of the building? Experience is always fun for people. Wanda how to build its marketing system, regardless of whether the Guanjuejue, let us find out. Personalized Brand Incubation China's garment industry has enjoyed a dominant position in the more than 30 years since its reform and opening up. From the earliest colors of green, blue, black and gray, to today's colorful "exotic clothes" Chinese people's clothing consumption has undergone tremendous changes. Apparel industry in the end how much the cake? Peacebird's answer is: bigger and bigger. Looking back on the brand development path of Wanda, from the initial development of shirt, formal wear and professional wear to the progressive development of casual men's wear, and then the creation of fashionable women's wear, and further implementation of brand incubation, the fashion women's wear (Collection, Jeans and Trendy) , Le-cho women's clothing, men's fashion (including two product lines), Pagani (HP) men, Bessie men, as well as covering the brand online sales platform for fashion e-commerce fashion apparel industry a full range of brand chains. In recent years, the most rapid development of women's brand. Market segmentation as the basic point, market demand-oriented, unique concept of clothing with Chinese characteristics subdivision. The original elegant "COLLECTION", artistic temperament "TREDY", with the casual "JEANS", magical Tokyo's "music town", once became the women's complement each other four series. However, the market response is that the four series cover the 16 to 35-year-old female market. The subdivision of the age span, so Waxian in the series of brand operations moved brains. Throughout the discussion, bear the brunt of the launch is popular with girls in colleges and universities to the magical Tokyo as the theme of "music town" series. The series into a brand, such a brand incubation mechanism, can not find a precedent in the national market. All along, the single brand of popular ideas constraining the Chinese garment enterprises in product segmentation concept of clarity. The multi-brand operation, excessive market segments, this pool of bottomed water many companies can not drip. Throughout the year, the introduction of more than 2,000 new products per season speed, Pacific Internet easy to cross the river. It can be said that after more than 10 years of development, Wanda Bird already has a generous capital, human resources, information resources, channel resources and supply chain resources. Based on this advantage, Wanda launched a new brand overnight and set up a set of Operating system, is not a fantasy. In the virtual production areas, Wanda is the main attack is the design, is the creative, is the brand. The successful launch of "Le-cho" has given Wapkapapa the edge of its own incubator brand. Next, casual "JEANS" series will also operate independently as a single brand. Multi-brand variety of multi-series mode of operation, scientific breakdown of the consumer market covered by Waxia, while each brand has its own independence, but its influence of cluster operations can not be underestimated. The original layout of the "big shop" all the best ideas, all from the bold assumption, careful verification. "Be new, come with me." Not only is this a catchphrase for Habuatai consumers, but it has also become a standard across the entire marketing system of the Habibashi. In the eyes of the industry, not out of common sense out of Wax bird, often burst into a "suicide" marketing strategy. A breakdown of the market, the store's weird layout is more. In early Bird Pacific store model, in order to make the customers have more choices into the store, a 70 to 80 square meters of storefront, usually displaying a number of series of costumes. In the business to "self + +" business line under the guidance of many franchisees because of funding, store area problems, often the number of purchase series plagued. Different markets have different needs, even in different locations in the same area. In order to effectively solve this problem, to protect the interests of franchisees, Pacific Bird conducted a single-storey series of preliminary attempts. Outcome of the exciting: single-store performance not only did not decline, but on the basis of the original increase of 130%. As a result, Pacific rapid adjustment of marketing strategy, the implementation of a full range of large stores, shops a series of flexible operating mechanism, a unique brand of domestic success strategy. Wanda fashion big shop, with a full range of image display, like a bright pearl of fashion, dotted in Beijing, Shanghai, Zhejiang, Jiangsu, Liaoning, Hefei, Jiangxi, Zhengzhou and other provinces and cities of the core business circle. As a key market for these mature markets, Wanda radiates to surrounding cities and rapidly expands its niches in the surrounding areas, relying on its brand influence in local markets. Let the key market focus to promote the performance of the surrounding market. With the continuous improvement of brand effect, brand awareness has been continuously improved. Through such radiation, attracting agents to join all over, and franchisees can according to their own and regional situation, starting from a single series of shops, rapid expansion of commercial channels, in terms of quality and quantity to occupy the market, so that the internal and external brands compete with each other. In addition, the growth of the joining agents, under the brand cultivation of large stores, but also can gradually consider the multi-series model. Flexible and reasonable size of the shop mechanism for the Pacific Blossom lay the foundation for the full blossom. At present, throughout the country, Wanda self-operated stores up to more than 300, joined the shop more than 1,700, of which more than 40 large flagship store. The core shopping district intensive shop clothing industry now the situation has become clearer. In the era of clothing brands occupy, without a brand, it is very difficult to travel. There is another shock bird Wazards industry thing, it is amazing. In general, the same brand in the same shopping district to open more than one store, will inevitably lead to customer diversion, cost increases, the benefits decline. However, as early as 2004, within a year of not believing in the Waxwing, six specialty shops were opened in the most prosperous and fashionable Tianyi Square in Ningbo. So far, Tianyi Square has 9 stores. Someone commented that this is a marketing event, but in fact, this is just the normal layout of Waxwing. This number of intensive stores did not affect the performance of a single store, the result is all nine stores profit, sales of the best single store annual sales of more than yuan. Wapped with practice proved: one hand grasp the performance of the store, one hand, Tuo shop number, can do both simultaneously. Increasing brand awareness is conducive to the expansion of the number of stores; the other hand, an increase in the number of stores, increasing brand share in the market, thereby stimulating customer spending, contribute to the performance of shops. In a fully competitive environment, the original mutual restraint has instead become mutually reinforcing and yet time-free for people to respond to. The banner of the peace bird has been inserted in all major cities in north and south of China. How not to make eye contact! As a result, the full bloom of peacebird began to gradually achieve the store to the "fashion supermarket" established strategy. Will be divided into different categories of single sales focus on the establishment of the operating area of ​​thousands of square meters of fashion supermarkets, carefully designed fresh and diverse shopping environment, so that different styles of products competing in the same space splendor, so that consumers Need to spend the least energy, to achieve male and female fashion one-stop shopping. This is the fashion ideal Waxwing. Hefei more than 2,300 square meters flagship store, more than 3,000 square meters of Ningbo Intime International flagship store and the country's major core city of thousands of large stores opened, it can be said is Pacific Internet "fashion supermarket" model in a landmark new appearance. In this "fashion supermarket" model, in addition to the full range of brand impact display, but also the introduction of further cafes, theater performances, etc., to a comfortable shopping environment, giving consumers a happy shopping experience, feel from the fashion charm. The new online marketing platform is another concept of "fashion supermarket." With the development strategy of "light asset and strong brand", through the effective replication of business models, the dual-core competitiveness of "virtual joint operation" and "e-commerce management" will be finally built up. In 2010, the total sale of Wapiti exceeded 5.037 billion. And the establishment of a huge membership management system, leading the consumer long-term consumption. Consumption is the real marketing avenue. In recent years, Wanda around the "let customers feel the fashion, feel the quality of service" marketing purposes carried out a lot of exploration, through bold assumptions, careful confirmation, Wappen practice with practice opened up a unique marketing.
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