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City Encircling The Countryside Has Become The Development Strategy Of Min Pak Min Faction's Clothing.
"108 processes, 30 times ironing, 23000 stitches, 100% heart tests, creating 1 men's men's trousers," which was broadcast on CCTV, made the nine herd King famous in 2008. Nevertheless, the reasons for choosing to cut from men's trousers are not as complex as expected: < a href= "//www.sjfzxm.com/news/index_c.asp" > men's trousers < /a > the social demand is relatively large, and the change is relatively small, which is the easy way to start in the early stage of entrepreneurship.
Besides P men's trousers, since 2000, nine Mu Wang has also been developing into upper garment, including jacket, < a href= "//www.sjfzxm.com/news/index_f.asp" > T-shirt < /a >. This product extension strategy with male trousers as the core and jacket as breakthrough point has achieved good results in the past few years. < /p >
< p > Lin Congying, chairman of the nine Mu Wang, once confidently declared to the outside world that, besides the main brand, King Mu could also walk on two legs, acting or buying and merging international brands. In 2010, it bought the trademark "VIGANO" Greater China trademark of Italy high-end men's trousers brand. In the same year, the on-line e-commerce brand "GREE pomon". A year earlier, the acquisition of FUN, a domestic leisure brand, entered into the young consumer market. "Implementing multi brand strategy to meet different market segments." Nine herd Wang said to the new leader. But at the same time, King Mu has also realized that the implementation of multi brand planning is difficult to ensure that every project is successful and may have adverse effects on the company's financial position. < /p >
< p > channel development, nine Mu Wang adopts the strategy of adjusting measures to local conditions, and adopts targeted terminal sales mode for different regional business circles. At present, the mode of marketing channel of shopping mall and franchised store has already covered the whole country. Moreover, its channel structure is flat, the direct operation system, especially the layout of the shopping mall counters is relatively perfect, and the franchise system is directly managed by the regional branches, forming a channel structure dominated by collated battalions. In the whole store, the proportion of direct battalion is high, which is rare in the entire clothing enterprises. < /p >
< p > unlike other brands, nine Mu Wang looks good at shopping malls and regards it as an advantage of its own channel. The logic of nine Mu Wang is that the sales channels of shopping malls in the clothing industry are scarce. Good sales and image performance can cover the two or three line cities through this channel. < /p >
< p > min costumes start from the two or three line cities, and different from the strategy of "encircling the cities by the countryside", since the day of its birth, King Mu has concentrated on a second tier city. Nowadays, with the rapid growth of China's men's wear industry, the two or three line city has become the main battleground for many brands at home and abroad less than a href= "//www.sjfzxm.com/news/index_z.asp" > men's wear > /a > brand. Nine Mu Wang also began to sink the channel to the two or three line cities, deepen and perfect the channel system construction. In May 2011, nine Mu Wang landed A shares to raise about 2000000000 capital, laying the foundation for the two or three line market expansion. According to the responsible person, "new leader" revealed that in the next few years, nine Mu Wang will also extend the product category, from the product development, production logistics, brand marketing, sales management, finance, human resources, IT and other business chain support to increase the two or three line urban channel coverage and intensity. < /p >
< p > internal management, nine Mu Wang adopts the business vertical integration mode to design, research, produce, sell and promote brand, so that the cost of procurement, production and other links has been well controlled, but the integration mode and more direct selling terminals may lead to increased inventory and increased risk. < /p >
Besides P men's trousers, since 2000, nine Mu Wang has also been developing into upper garment, including jacket, < a href= "//www.sjfzxm.com/news/index_f.asp" > T-shirt < /a >. This product extension strategy with male trousers as the core and jacket as breakthrough point has achieved good results in the past few years. < /p >
< p > Lin Congying, chairman of the nine Mu Wang, once confidently declared to the outside world that, besides the main brand, King Mu could also walk on two legs, acting or buying and merging international brands. In 2010, it bought the trademark "VIGANO" Greater China trademark of Italy high-end men's trousers brand. In the same year, the on-line e-commerce brand "GREE pomon". A year earlier, the acquisition of FUN, a domestic leisure brand, entered into the young consumer market. "Implementing multi brand strategy to meet different market segments." Nine herd Wang said to the new leader. But at the same time, King Mu has also realized that the implementation of multi brand planning is difficult to ensure that every project is successful and may have adverse effects on the company's financial position. < /p >
< p > channel development, nine Mu Wang adopts the strategy of adjusting measures to local conditions, and adopts targeted terminal sales mode for different regional business circles. At present, the mode of marketing channel of shopping mall and franchised store has already covered the whole country. Moreover, its channel structure is flat, the direct operation system, especially the layout of the shopping mall counters is relatively perfect, and the franchise system is directly managed by the regional branches, forming a channel structure dominated by collated battalions. In the whole store, the proportion of direct battalion is high, which is rare in the entire clothing enterprises. < /p >
< p > unlike other brands, nine Mu Wang looks good at shopping malls and regards it as an advantage of its own channel. The logic of nine Mu Wang is that the sales channels of shopping malls in the clothing industry are scarce. Good sales and image performance can cover the two or three line cities through this channel. < /p >
< p > min costumes start from the two or three line cities, and different from the strategy of "encircling the cities by the countryside", since the day of its birth, King Mu has concentrated on a second tier city. Nowadays, with the rapid growth of China's men's wear industry, the two or three line city has become the main battleground for many brands at home and abroad less than a href= "//www.sjfzxm.com/news/index_z.asp" > men's wear > /a > brand. Nine Mu Wang also began to sink the channel to the two or three line cities, deepen and perfect the channel system construction. In May 2011, nine Mu Wang landed A shares to raise about 2000000000 capital, laying the foundation for the two or three line market expansion. According to the responsible person, "new leader" revealed that in the next few years, nine Mu Wang will also extend the product category, from the product development, production logistics, brand marketing, sales management, finance, human resources, IT and other business chain support to increase the two or three line urban channel coverage and intensity. < /p >
< p > internal management, nine Mu Wang adopts the business vertical integration mode to design, research, produce, sell and promote brand, so that the cost of procurement, production and other links has been well controlled, but the integration mode and more direct selling terminals may lead to increased inventory and increased risk. < /p >
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2013/3/25 18:28:00
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