MIZZU Brand Enters Zhangzhou Wanda

After six months of preparation, 16 days ago, Hongkong famous international trade and Investment Co., Ltd. (hereinafter referred to as "famous company") opened the first "MIZZU" brand store in Zhangzhou's Bi Hu Wanda Department store.

This means that the name company has extended its tentacles to the field of fashion and leisure.

It also opened a new market journey in Fujian.

"Formerly, as a member of many sports brands in Jinjiang, it is obviously unable to talk with the department stores such as Wanda. But since the pformation of our brand pformation, despite the pformation pains, we finally usher in new business opportunities this year, that is stationed in Wanda Department store."

Li Zican, general manager of Hongkong famous international trade and Investment Co., told reporters that the "MIZZU" brand store was not placed in the sporting goods area, but was arranged between the outdoor brands, showing the profound pformation of brand pformation.

According to Li Zican, at present, "MIZZU" brand in addition to the opening of Wanda stores in Zhangzhou, the company and Putian Wanda Department store, Jinjiang Wanda Department store are all in negotiations.

It has been revealed that two Wanda Department stores in Putian and Jinjiang have considered that the new brand image, product design style and marketing techniques of the name company are in line with the fashion positioning of Wanda Department store.

Reshaping the "MIZZU" brand

Product channel comprehensive fashion

"MIZZU as a fashion leisure brand, the choice of sales channels is very important.

For brand development, stationing in Wanda Plaza will be a good opportunity for development.

Unlike traditional businesses, besides shopping, Wanda Plaza provides a convenient way of living for the people of Chengdu.

Complete merchandise, comfortable environment and convenient shopping are the main factors that people are willing to repeat to a shopping place many times. The function of the urban complex will have great attraction for consumers, and will also bring greater benefits to businesses.

Li Zican said that in recent two or three years, leisure fashion has been widely regarded as the Min school.

The last barrel of the chain.

In the face of the weakness of the traditional sports market, the famous company has "overturned" and upgraded new business opportunities through channels.

Reporters learned that since the beginning of this year, Li Zican tried to make the brand fashion and leisure from outside the mainland, and the name company launched a series of pformation actions.

Li Zican first upgraded the brand name to "MIZZU". Then, in the second half of the year, in order to lay the foundation for the future internationalization of the brand, the original "name sports goods (China) Co., Ltd." was renamed "Hongkong name and foot international trade and Investment Co., Ltd.", and then the channel upgrade was implemented in October 16th, and first entered Zhangzhou Wanda Department store to enhance the brand image and premium.

In a short span of a year, the famous brand has replaced "sports and sports" with "fashion leisure", which has become the future brand line of the famous company.

According to the introduction, compared with the previous sales channel construction, the promotion of the "MIZZU" brand will be mainly promoted by the sales department in the middle and high-end shopping malls.

"The design style of Wanda Department store will be mainly based on the local characteristics of the humanities and customs, integrating new elements in the design of the image, with a distinctive style of" MIZZU "fashion products.

Li Zican said that in particular, shoemaking technology has always been the advantage of famous companies. Keeping the original advantages, adding fashionable new elements and making the brand of fashion casual shoes, the development of fashion casual clothes is the core competitiveness of the new brand "MIZZU" in the leisure market.

Told reporters, "MIZZU" Wanda store and the past terminal stores is different, fashion clothing and other products will occupy an important position.

In the context of product homogenization and fierce competition in the market, fashion casual clothes will become another category of "MIZZU" products besides fashionable and casual shoes.

"Two generation" personally led research and development

Breaking the vicious circle of homogenization

In the field of fashion and leisure, there has already been a brand that takes the lead. The global fast fashion brands such as GAP and H&M have gathered in China, and there are Metersbonwe in the mainland.

Analysts say that problems such as homogenization competition and price war in sports goods industry will also be encountered in the field of fashion and leisure.

"Now the competition of shoes and clothing enterprises has risen from single product competition to the competition between the whole brand and brand culture."

Li Zican said that "MIZZU" chose to develop independently and form a unique style.

It is reported that every product development of the "MIZZU" brand is provided by the Hongkong company after the comic information is combed to the company. After the localization of the company is combed, the "MIZZU" R & D team that Li Zican personally leads is fully implemented.

It is reported that after the pformation and upgrading of the "MIZZU", now in the product design more use of high-grade cowhide production, more leisure design and European elements, various characteristics of the cortex, the application of the trend elements with unique design effect.

Frosted skin and wood grain sole match the rustic style; anti velvet leather and lacquer skin match the fashionable English style; and the combination of the first layer leather and zebra suede skin is matched with retro leisure flavor.

In addition, the reporter learned that the "MIZZU" brand terminal image, Zhangzhou Wanda shop mainly uses wood grain texture matching grid design, the space uses black and white gray tone, background matching European style design, displays more with European Wind accessories, and create a European style leisure brand atmosphere.