Analysis And Discussion On The Successful Ways Of Four Different Types Of Enterprises

Master: Nuggets "inner beauty"

Full name of the enterprise: Jinlong clothing factory in Xiaolan Town, Zhongshan

Founder: He Qiping

Founding date: 1990

Market position: the first brand of men's underwear

Sales of this brand in 2011: over 5 million

Mode characteristics: quality + channel + positioning

When a healthy bronze skin and strong physique of "Kung Fu Boy" appeared before the camera, the swimsuit underwear became "household name" through Donnie Yen.

However, as a producer of famous underwear brands such as athletes, Essar, Jie AO and Miyuan, Jinlong garment factory in Xiaolan, Zhongshan has not been known until now.

Founded in 1990, the Jinlong garment factory in Xiaolan Town, Zhongshan, was located in underwear products at the beginning of its creation. This is directly related to its location in Xiaolan Town, Zhongshan. According to the statistics of China underwear Association, about 75% of the underwear in China is produced in Xiaolan, Zhongshan, and the processing plant of the world famous underwear is almost covered by Xiaolan Town.

but

It is not the market positioning, especially in the Siu Lam manufacturers, no differentiation can not create a competitive advantage.

The market positioning of the "athletes" takes full account of the steady and dynamic characteristics of Chinese men, and embodies the connotation of the brand in the spiritual level of elegance, fashion, vitality and dynamism.

In terms of its products dark blue and black and white, concise color matching and fashionable and elegant printing, consumers feel the "mature and decisive character" emitted by the product, and the main target consumer group is exactly the mature male who is 25 to 45 years old.

In 2010, Jinlong garment factory invited Kung Fu Star Donnie Yen as the spokesperson of the "elite" fashion underwear brand, and quickly promoted the "elite" to an unprecedented climax.

Although the athletes have already been recognized and recognized by a considerable number of consumers, as the data show, there are 103 large-scale enterprises with annual sales exceeding 5 million yuan in Xiaolan Town, Zhongshan.

For underwear enterprises, because of its low value and non exposure compared with other clothing, coupled with the fierce competition caused by low market entry technology threshold, it is not easy to cultivate loyal consumer groups themselves, and it is not easy to make a big breakthrough in sales volume.

Therefore, the "masters" in the future not only need to make consumers aware, but also establish some psychological connection with consumers and cultivate loyal consumer groups.

There is still a long way to go for these athletes to explore.

Type card: customize with "heart"

Beijing Gushen Garments Co., Ltd.

Founder: Huang Yuenan

Founding date: 1996

Market position: the first brand of network customization

Sales volume of this brand in 2011 is around 1 million 500 thousand.

Mode features: online service + template production + password customization

The licensing network was launched in 2009 by Beijing cool clothing Limited company, which customized business men's clothing for individual consumers online.

Unlike most B2C, the brand doesn't burn money and smash ads. Instead, it uses cross border entertainment to gain popularity through sponsoring a series of high-end top events such as the China Formula Grand Prix.

At the same time, we will use micro-blog and other new social media to interact with customers.

Based on high-end men's clothing, and full of affinity.

Since 1998, Beijing's cool clothing has been the first to try to introduce the widely used model in the garment industry to customization.

The satisfaction rate of fit is greatly improved.

When e-commerce was developing rapidly, Huang Yuenan, founder, turned his attention to B2C.

Huang Yuenan has developed a technology of "password customization", replacing the face-to-face volume with a dense clothing pattern system. In fact, as long as the clothing stalls between adjacent patterns are not perceptive or tolerable, they can be customized directly without having to face face-to-face.

In terms of execution, the size of about 1000000 people accumulated by cool gentry in the past more than 10 years has provided the possibility of landing technology and launched 3000 or so sizes.

When customers order, they only need to provide height, collar, net chest circumference and net abdominal circumference four figures.

However, with the rising trend of customized service business, Shanghai 7D Menswear, gifted sweater and Guangzhou Evo are also beginning to set foot in the "network customization" and have their own characteristics. For example, Guangzhou Evo adopts the combination of online shopping and offline stores, and production is outsourcing; while the excellent shirts and 7D are interconnected with the Internet.

Although the brand has been recognized in the market, but in the current Chinese market, individual consumers are often willing to choose stores and other physical store channels.

Coupled with the growing popularity of latecomers online customizing clothing enterprises, the brand should not only maintain its own characteristics, but also constantly dig deeper into the market, playing a more obvious differentiation.

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Martha Marceau: traditional business electricity supplier

Beijing nine plus Shang pin Technology Co., Ltd.

Founder: Sun Hong

Founding date: 2008

Market position: the first brand of men's formal wear online sales

Sales of the brand in 2011: 600 million

Mode characteristics: to sell products

Masa Marceau is a high-end men's clothing brand dominated by European design style.

Product positioning of men's clothing "luxury market", although there is no fan Kai Cheng products to see changes in recruitment, there is no YOUNGOR strong enough to dare to commit mistakes, not afraid of "burning money" of the courage, but also in the domestic clothing e-commerce field gradually began to name.

Compared with the huge market share of van sincere and the strong strength of the predecessors of e-commerce, if Massa Marceau still walks the route of "low price strategy", maybe he can only pick up the leftovers of big brother and eventually disappear into many competitors.

At present, the constraint of many clothing e-commerce enterprises lies in the lack of brand names.

Therefore, Masa Marceau did the opposite, temporarily abandoning profit making and focusing on making brand.

In terms of brand building, Masa Marceau takes the traditional clothing brand as the ruler, and designs, materials, workmanship and production processes are striving for perfection.

Not only that, in the supply chain convergence and customer service, but also in the shopping standards of self requirements, and in all aspects of the high degree of self constraint, and even launched a 30 day commodity appreciation period commitment: within 30 days, goods no damage package returned, eliminating consumers' concerns about the credibility of network products.

The organizational structure of Marceau is different from that of traditional industries, but there is no qualitative difference in the change of sales channels.

As a B2C enterprise in the field of electronic commerce, the market department, promotion and operation should consider the characteristics of the Internet more, because the channel will change, so the market department will also have to change.

The essential difference between Internet and offline store is that it has no business staff, only customer service department.

When the service is offline, the salesperson will work hard to persuade the customer, but online customers will leave quickly if they are not satisfied.

In addition, the construction of logistics system is also critical.

When customers are shopping, if there is a problem with the express delivery service, he will not think that this is the responsibility of the express company, but will complain directly to the shopping website, and think that the service is not in place, and then affect the desire to buy later.

Now not only is Martha Marceau, everyone, V+, Mcglaughlin, Jingdong and so on are also vigorously building their own logistics system in the entire Chinese market.

Jacob Langdi: focus and balance

Beijing Langdi Garments Co., Ltd.

Founder: Han Shenjun

Founding date: 1997

Market position: high-end handmade men's clothing first custom brand

Sales volume of the brand in 2011: unknown

Mode characteristics: through the experience of multi years, we combine the large-scale modern production with personalized high-end customization.

Before 2005, Beijing Langdi Garments Co., Ltd. was also a high-end clothing company.

The world's top brands such as DKNY, Pierre Cardin, CK, BURBERRY and so on are their customers. It is in the cooperation with these first-class brands that Jacob Langdi has accumulated rich experience in garment manufacturing, laying the foundation for its pformation.

In 2008, Lang Di officially launched its own custom brand UPPER (Jacob Langdi) to enter the advanced customization market.

For a new brand, the construction of many basic systems is more important. For high-end customization, besides the quality of the product itself, it needs to provide consumers with detailed services that are consistent with brand positioning.

In the shops of the elegant style Langdi store, it provides a shopping environment like the international first-class brand and first-class shopping service, which enables customers to get a three-dimensional and vivid understanding of the idea of high-end customization.

In Han Shenjun's plan, 6-10 stores have been pported to the department store every year, which has been developing steadily, not blindly seeking big. The focus of this stage's work is on brand control. The company has set up a joint venture company, Lang Kun, and one of China's ten major fabric producers, and set up a joint venture Jinli Chang excipient company to ensure the controllability of the accessories needed for suit production.

In fact, there has been a lot of criticism in the field of advanced customization. It is hard to form an industry that is too individualized. It is difficult to have greater development. How to combine customization with the mass production of traditional garments becomes the key to solve the problem of customized enterprise development. In order to provide industrialized production mode for customized products, the pformation of advanced customization from workshop production to industrialization mode can be realized.

In this regard, Ya Pang Langdi also tried, and gradually shifted its production mode to the characteristics of small batch and fast delivery, making full use of its long-term foundry production experience.

In the future, Jacob Langdi will still take the existing OEM + custom business mode, which has both released the capacity and gained the added value of the brand.

As of last year, Jacob Langdi's custom business has developed into an important part of nearly half of its turnover.