2 Days To Open 1 Stores: Bin Bao Dress Fashion Men's Wear Market

In recent years, fashion men's clothing has been widely recognized as the most growth of China's clothing market. To subdivide Market. This subdivision market has been widely recognized in the last two CHIC exhibitions, and many new fashion men's wear brands have emerged. However, the new market also has an insurmountable chasm. Over the past two years, many new fashionable men's wear brands have broken away from the capital chain, and no orders have been issued.

Recently, I learned from the industry that there are many new fashion men's wear. With broken halberds defeat At the same time, BENBO ( Bin Bao This year, the brand is running at an average of 1 stores per 2 days. Following the comprehensive layout of Southern China and the southwest market, the brand stores have been moved to key cities in Central China, East China, North China and Northeast China. Not only that, according to the sales performance survey of mainstream business circles in Guangzhou and Shenzhen, the store cabinet of bin Bao clothing is the forefront of the business circle whether it is image or flat effect and retail performance.

Where is the fulcrum to support the rapid expansion of a brand? Commodity, marketing, operation management? Wind pitch ?

"BENBO (Bin Bao) brand has entered the field of fashion men's clothing since the beginning of 2004. In the first 6 years of operation, relying on its own strengths, the retail terminal management and control, it has formed a strong self-management system in Southern China, and has established a profitable shop. At present, BENBO brand has more than 150 franchised counters in Guangdong province. From the market layout and profitability, it has jumped the first brand in Guangdong fashion men's wear market. In the first half of 2011, the average speed of the development of one day's store was 2 days, and I think it was a strong accumulation, especially in the strength of commodity and terminal retail control. Liu Xiansheng, vice president of Guangdong Garment Association, analyzed the channel of the Bao Bao dress.

In fact, scanning the whole media environment, we can find that unlike many new fashion men's clothing brands, bin Bao clothing is particularly low-key in brand communication. Instead, they put more resources into product research and development. It is understood that from 2006 to now, BPO has been committed to integrating international design resources for product research and development, and has worked in a team including Italy rebair design group, Taiwan JP design company and Paris MAODUN STUDIO design team. "The latest fashion trend must come from Europe." BENBO brand spokesperson, Mr. Ku Kui Kei, who is also a designer, agrees with the idea of product development. The creation of commodity force just helped BENBO brand cross the market barrier of fashion men's clothing smoothly.

Lin Jingxin, a marketing expert and a researcher at Zhongshan University's Public Relations Research Institute, thinks that unlike the rapid development of business dress and public casual wear, the target group of fashionable men's clothing is locked in the "urban generation". Most of them are the mainstay of post-80s generation, and gradually become the backbone of urban consumption. They are generally highly educated, have distinct personality and have certain aesthetic ability. Their consumption characteristics are full of: pursuit of fast fashion, pursuit of cross-border sense, pursuit of self styled self. The demand for control of product design, research and development, and the demand for supply chain integration are higher.

In addition to the building of commodity strength, we can see another key factor supporting the leap of the apparel channel: retail. terminal The power of management and control is also fit for market demand. It is reported that the management team of the Hongkong branch of costumer, formerly known as the Jin Xin Xing group of Hongkong, has accumulated professional retail management experience in the middle of the 1990s by acting as the core business of the European and American fashion brands in the Chinese market. With the retail management experience of Hongkong Jin Xin Xing, we have built our own profitable retail business system to ensure the rapid growth of our partners' retail performance while developing the franchise.

Moreover, the new terminal image created by BENBO bin Bao from the end of 2010 by the aesthetic concept of Berlin has been widely recognized by the retail industry, especially the shopping mall system. This unique brand image construction has also become another fuel for BENBO brand. With its strong national brand, Ku Kui Kei also signed a Hongkong superstar, Mr., and will put the new advertising film on CCTV and mainstream TV screens by the end of August. The 2012 spring and summer conference, which is to be held soon, invited Ku Kui Kei to come to the show to start a real dialogue with the national partners.

In a highly competitive market, the blue ocean of profit brought by market segmentation is often accompanied by insurmountable market barriers. In just two years, the market shuffling has begun unconsciously. How to find a fulcrum and support the brand to cross the market barrier has become an unavoidable topic for men of fashion.