Aidenbao men's five fine engineering forging hundred years brand

The current Chinese apparel industry, as well-known in the industry, has entered a new era of brand operations. However, due to the large number of brands and the homogeneity of products, many brands place competition on the "eye catching consumers' eyeballs" and quickly raise the awareness of brand awareness. Some companies do not hesitate to create a "star endorsement era." However, when the Yupai apparel company was preparing to focus on the "star card" in the hands of the celebrity brand, in 2004 some brands showed signs of weakness in the major markets across the country. The brand under the starlight began to appear dim, and stars appeared. Luster covers the personality of the brand. At the same time, with the advent of China’s accession to the WTO and the “post-quota era,” foreign brands have taken the Chinese market one after another, and the Chinese apparel industry market has been hit and weighed down, thus further confirming that “celebrity endorsement” is not Save the panacea in the Chinese clothing industry. The following success experience of Edelenburg may give the company a lot of inspiration.

Since 1991, Hong Kong Edenborg International Investment Group and Edenbourg (China) Co., Ltd. have been promoting the "Edenbourg" leisure menswear brand in mainland China. "China's Most Fashionable Brands", "Famous Trademarks in Fujian Province", and "Three Grade A Brands" have been honored with over 1200 brand stores in mainland China. However, after several years of market building and accumulated a wealth of operational experience, Edenberg gradually found that the grafting of stars and brands alone has been unable to hide the Chinese brand's pale brand connotation, the global competition more requires Chinese clothing brands Operators and retailers must be closer together; more demanding that Chinese apparel brands must quickly and comprehensively enhance their core competencies; and more demanding that Chinese apparel brands take the finer path of operations. Creating a hundred-year brand is a pragmatic and meticulous project, which is also the only way for the development of China's garment industry. The “fine engineering” that we have promoted and rebuilt is to put the past “management in place” into “in place management”. Mainly reflected in the "five refinements", namely the refinement of enterprise development, refinement of commercialization, refinement of brand operations, refinement of marketing promotion, and refinement of terminal operations.

Talent is the primary productive force, and the integration of intelligent resources is the core driving force for sustainable development of the company. Therefore, the refinement of the enterprise development proposed by Aidenbourg is to integrate the wisdom resources into a breakthrough point, and quickly introduce and infiltrate. Firstly, it advocates the development of “business sharing” for enterprise development and talent development, boldly creating a “partnership” talent attraction mechanism, and constantly cultivating expert talents and expert groups to form a core circle of wisdom. The second is advocating the principle of "smart people doing professional things, professional things to professional people," the integration of wisdom resources, using the "project custody" cooperation model and professional "trusteeship" companies to form a strong enterprise. The second layer of "wisdom circle". The third is that we invite all kinds of experts to form a "think tank" for enterprises, and provide advice and suggestions for the company's development plans, forming the third "wisdom circle." With the help of China's local apparel industry sector, especially China's casual apparel industry, Shishi Clothing Industry Forum's supply chain integrity and perfection of the advantages of the sector, continue to optimize and reengineer, in order to enhance our core competitive advantage in response to market development needs.

Based on the principle of “coming from the market and going to the market”, Edenburg introduced “fine product development” projects in product development: that is, based on the positioning of the brand, according to the market segmentation and demand-oriented , establish a rapid response mechanism to meet the needs of the market, truly grasp every business opportunity for retailers; the second is to further break through the “trap” of “commodity homogenization” and form the unique fine commodity style of Edenberg The British fashion and the third is to adopt a “decentralized design and centralized integration” approach to establish commodity development bases in Hong Kong, Beijing, Shanghai, and Fujian, and then integrate the products in a centralized manner, so that the tentacles of design go deep into the middle of the market, thus allowing retailers to The largest possible income is the largest income with the least input and output; the third is the establishment of a scientific merchandise planning system to guide retailers to scientific orders and scientific distribution to reduce retailers’ investment risks; and through Edenburg’s “product language” Clearly shaping the consumer's different social roles and achieving the "human and clothing integration" of the realm of life.

The "fine operation of the brand" project is based on the industrial background, and according to the laws of the industry development and the shift in consumer demand, the direction of brand development and the strategy of brand operation are adjusted in a timely manner. For example, we upgrade the brand operation mode from the original single brand culture appeal level to the brand life style appeal level; according to the brand lifestyle demands, the brand is derived from the original men's wear women's clothing, sportswear, children's clothing, etc. The style is subdivided into leisure, lifestyle, business, sports, and denim; through branding systems such as the establishment of brand culture, promotion of brand culture, and strengthening of brand culture services, such as brand culture, Using CCTV, Travel Satellite TV, Guangxi TV, and other fashion channels as the main channels to carry out the "air bombing" type of promotion, with the help of outdoor advertising, professional print media as the auxiliary ground promotion, with particular emphasis on the representative of casual men's wear in China International Fashion Week. The release of trends such as fashion trends promotes the promotion of the image, so as to enhance and “re-engineer” each aspect of “delicacy,” and continue to push brand segmentation operations to industrialization.

The purpose of "fine marketing promotion" is to operate the market scientifically and rationally so as to maximize retailers' profits. To this end, we have integrated the marketing channels into a three-tiered approach that is guided by the primary market, led by the secondary market, and guided by the tertiary market, thereby increasing the overall response speed. In this way, we introduce advanced business models and operating mechanisms to enhance the meticulous details of each marketing work, so as to achieve the goal of simplification, and truly establish a win-win development mechanism for “sharing the business”. In terms of “detailed terminal operations,” we are paying more attention to the operation of each terminal, upgrading from the image of the terminal, the operating system of the terminal, the sales management system of the terminal, and the information feedback of the terminal, and creating the “One Thousand Stores”. Standard retail terminal. The core of “detailed operation of terminals” is to establish a management system platform that can continue to operate and seize the consumer groups, so that retailers can truly become strong players and ultimate winners in market competition.

The more profound significance of building a brand of 100 years is to truly maximize the mutual benefits between the retailers and us, jointly promote the strong business of rebranding, and ultimately realize the socialization of the business.