柒 brand men's clothing: let the terminal do business men's brand

Business background:

Full name of enterprise: Fujian Haopai Group Co., Ltd.

Founder: Hong Hao

Established: 1979

Market Location: Unique category positioning makes it unique

2011 sales: about 2 billion yuan

Model features: Dongfeng West rhyme, positioning mid-range market, serving one to four-tier cities, franchising, direct operating model

Listing plan: It is planned to be listed on the Hong Kong Stock Exchange. There is no specific time plan for starting the plaques in the late 1970s. The initial period was a typical family business, which was run by three of the seven Hongjia households. In 1987, the company introduced a Japanese brother sewing machine and started to show off in the local area. In 1997, Koupa invested more than 7 million U.S. dollars to import precision sewing equipment, ironing equipment, and garment CAD systems from Germany, Italy, and France. The transition from home-based management to modern enterprise management.

Before 2003, Qipai was mainly engaged in simple products. As the helm of the helm, it was based on product quality control and had its own unique vision. It quickly became a well-known clothing brand in Fujian. After 2003, Haopai introduced a Chinese collar separated by international suits. Once it was launched, this small-scale consumer style was to be led as an indispensable style in business menswear. "Important occasions, wearing Chinese collars" will soon be recognized among men. This is the culture of the company brand.

Since then, Qipai has also begun to establish its own design style. The pattern and other designs are often used in Qiongpai men's wear. After 2000, Haopai stepped out of the country to integrate more exotic fashion on the basis of national characteristics and create a more popular populism.

The original Chinese collar collar brand is unique in the business men's field. “Chinese national culture has been lost in the clothing fashion dictionary for too long. Suits on important occasions are still the best choice for Chinese men. This is the trick of Chinese clothing.” This is indeed the case. The vast majority of the three major schools in Quanzhou, Ningbo, and Wenzhou conform to foreign cultures. “We want to do national culture, others follow fashion, and we want to create fashion, create fashion with the Chinese nation's characteristics, and finally rewrite the history of foreign fashion dominance.” Under such a vision, Qipai became famous in the war.

Today's card is given the connotation of more unique qualities of Chinese men. From "man, it is necessary to hold a little bit to oneself" to "China is the best", the "Shao brand" takes root in Chinese culture. Under the strategy of "Mr. Ye Maozhong + Li Lianjie endorsement + CCTV advertising + Chinese culture + differentiated products", Qipai “China’s standing collar” gained fame and fame, and through planning and combination, it launched a multi-brand strategy. Nowadays, the three brands of the Black Label, the Purple Label, and the Chinese Red Label have their own brand connotation and positioning, and they serve different consumer groups.

As a well-known brand that has been deeply cultivating business men for many years, in the market development, as well as many domestic brands, Haopai is facing double blocking from both domestic and international competitors. In recent years, consumer spending on foreign brands has been increasing year by year due to consumers' “credible” psychology. According to statistics, 53.3% of Chinese consumers prefer foreign clothing brands, and domestic brands only account for 16.7%. Foreign brands have a strong brand attitude.

Compared with the Wenzhou brand, which is good at innovation, the Fujian brand has accumulated over time, the terminal market is relatively mature, and it is more calm in the competition. In the initial stage, Yipai achieved a solid footing through its wholesale model and resource advantage. In this “enclosure” movement, the plaque card has won a lot, and in 2005 it had about 2,000 outlets. However, with the intensification of competition, the wholesale model has encountered great challenges, profits have begun to decline, some of the same companies have begun to transition to the brand monopoly model, and the brand-name enclosure movement has also reached the point where it must be upgraded.

In the past, the brand has changed from the “multi-store, store-opening, and good-store” model to the “positioning store, combination store, and focused store” model. This kind of benign terminal development model is changing the brand from extensive to lean development. symbols of.

In terms of terminal sales, there was no real involvement in the operation of the retail terminal before the license plate, which was mainly completed by agents and franchisees. The group itself only provided various policy subsidies. However, due to a set of standards in terms of policy and customer development among all generations and branches, the Group’s control of retail terminals is out of control, which brings certain risks to the overall brand chain system of the Group.

To this end, Haopai strengthened the control of the terminal sales system. In the mode of regional agency, the company enhanced market control and terminal sales capabilities. At the same time, it established the company's own self-support system and balanced the past single channel sales model. This type of enhancement measures brought about a significant increase in performance. According to the data, the 3,000 stores of Haopai have sales of 2 billion yuan in 2010, which is an increase of 30%. Today, in addition to digging the first to fourth-tier markets, Qipai also aims at the international market, and combines international operating models to do more for performance improvement.