On April 20, 2010, the German fashionable casual clothing brand Binbao held a fashion marketing summit with the theme of “Fashion Fast Marketing: Focus on the Generation” at the Phoenix Hotel in Guangzhou. Binbao 2010 was also held at the same time Autumn and summer trend press conference. The consumer market created by the rural “model generation” who are mainly born in the 1980s and pursue fashionable lifestyles has attracted widespread attention from fashion apparel industry experts, marketing experts, venture capital institutions and other professionals.
The rural “type generation” consumer group is the basis of the research on the consumption behavior of urban fashion groups that Binbao Clothing has conducted over the past six years. It is closely related to fashion. Research institutions and marketing experts separately analyze the new concepts proposed. The “Style Generation” has become the main group of rural fashion consumers. They are mainly those born in the 1980s, including those born in the 1970s and those born in the 1990s who care about fashion information and popular lifestyles.
Deeply involved in fashion: Binbao integrates the commodity chain to create value-for-money stylish clothing
In 2010, with the beginning of the main group of the “Style Generation” – the 80-year-olds in rural areas In their thirties, the “Style Generation” has emerged in all walks of life and has gradually become the backbone of urban consumption. Mr. She Xujin, CEO of Binbao Clothing and Clothing, who has been operating fashion clothing brands in fashionable cities for more than 20 years, has a deep understanding of the consumption habits of fashionable people in Hong Kong and emerging cities in mainland China: In the process of enjoying urban life, the “model generation” Be willing to create your own unique style through all fashionable things. This style is specific to the lifestyle of the stylish generation, which means that they care about their own clothing image and are good at choosing clothing matching plans that suit their body type through details such as color, style, and occasion clothing. At the same time, they pursue a casual lifestyle, Form your own style in travel, music, movies, art, reading and other life forms.
Based on the in-depth insight into the market, She Xujin has specially focused on the manufacturing of the product value chain since operating the Binbao brand. This includes comprehensively creating a highly competitive operating system from every key link such as product structure planning, design, procurement, production, logistics and distribution. Beginning in 2006, She Xujin broke through the numerous design capabilities of the original Bimbao German headquarters and initiated product value chain integration by drawing on the “buyer model” of European and Hong Kong fashion brands. Taiwan’s JP Clothing Design Company works together to integrate global creative resources to enhance Binbao’s design and creativity level. It independently plans Binbao brand style and product development of various series, ensuring that the product style is forward-looking and fashionable and in line with international trends.
Excellent value for money is the market benchmark set by She Xujin for Binbao series of clothing. To this end, She Xujin has made every effort to create Binbao’s supply chain system through the resources accumulated over the years. Establish a stable supply chain through joint cooperation in separate development, quality control, cost and risk sharing. In March 2010, Binbao held a national supplier conference in Guangzhou that gathered hundreds of supplier partners from all over the country, and a few of them were apparel manufacturing companies that had in-depth strategic cooperation with Binbao and had a good reputation in the industry. Not only that, Binbao even has close cooperation with many supplier partners in terms of logistics and distribution. After being independently reviewed by relevant quality inspection departments and Binbao business units, commodities or various materials are directly distributed to Binbao’s major terminal stores across the country through the supplier’s logistics system. This effectively improves the efficiency of logistics and distribution and speeds up market response capabilities.
Commodities are the front end of the brand value chain, and Binbao’s integration of the commodity value chain cannot be accomplished overnight. But this has effectively ensured the effective implementation of the concept of “great value for money” for Binbao clothing. Brand reputation is being established through product recognition and word-of-mouth communication among the model generation.
Fashionable and fast marketing: market-oriented to build a value transfer system
Since landing in the Asia-Pacific market in 2004, Binbao Clothing has always insisted on creating a fashionable and casual brand image, not only through Integrate the product value chain to bring simple and elegant style clothing, and pay more attention to the transmission of clothing matching concepts and the transfer of brand value. Binbao brings cutting-edge European fashion information, clothing matching experience, and fashionable lifestyle to rural “style” through its exclusive website, popular readings, TBC member club, fashion clothing launch show, and more than 300 wholesale stores across the country. “Generation” consumer group, delivering the brand’s exclusive fashion attitude through creative experience.
Marketing research is routine. Since the end of 2002, when She Xujin was making systematic positioning and planning for Binbao, she began to conduct comprehensive market research in Guangzhou, Shenzhen, Shanghai, Kunming, Chengdu and other cities. Through the research results, She Xujin officially defined Binbao as a fashionable and casual style men’s wear. , and combined the design and fabric technology of Bimbo’s German model casual trousers, launched a series of casual trousers with a mid-waist flat version and special washed fabrics, which have been widely recognized by the market once they were launched. With the development of Binbao’s business, Binbao established the TBC member club and gradually standardized marketing research. Binbao VIP members located in fashionable cities across the country will receive invitations from Binbao to participate in surveys every quarter to reflect product experience and market performance.Collect popular news, and even participate in Binbao product evaluation meetings to evaluate freshly released sample clothes, and influence the development of Binbao clothing through the hands of designers and product designers. Come.
The collection of first-hand market information helps Bimba quickly establish a “fashionable and fast marketing” business model. The core of this model is to use a mature retail training system to support the rapid replication of the “single store” + “regional” retail operation template.
In terms of terminal layout, Binbao focuses on in-depth operations in the southern and northeastern markets. After establishing mature wholesale service standards, it quickly expands into the central, western and southern markets. At present, among Binbao’s more than 300 stores nationwide, self-operated stores are concentrated in South China and Northeast China, accounting for nearly half of the total number of stores nationwide, and have excellent profitability. In the early stages of development, Binbao established a four-dimensional marketing model: composed of four parts: regional support, industry training, member sales, and business support, to fully support the wholesale store management of the franchise system. In response to changes in the market, Binbao has transformed its successful operating experience into operating service standards. Not only does it gather national store sales elites every season for training on merchandise, display and sales services, it also establishes a strong training and supervision team. , strengthen the effective replication of self-operated templates in the wholesale operations of franchise partners, enhance the execution of their entire wholesale team, truly ensure that goods are in good rotation, and effectively ensure the steady growth of the entire brand business.
The market-oriented cooperation concept and information platform effectively support the establishment of Binbao’s wholesale operation system, allowing the value established by Binbao in the commodity chain to be quickly and efficiently transferred to consumers. . The routine marketing research system has once again pushed Binbao’s brand value system into a new cycle. Driven by the “fashion fast marketing” business model, Bimbo has gone far beyond fashion clothing itself and has become a model for brand marketing in the field of fashionable and casual men’s clothing.
Research on the new generation shows that Chinese men’s clothing will have a good growth momentum in the next 3-5 years. Due to the changes in the mainstream consumer groups, the consumption trend will be fashionable and casual business attire (54% of growth rate), gradually replacing business wear (38%), and fashionable casual men’s wear brands will become a new clothing category with growth potential. With the rapid expansion of Binbao’s marketing model in all clothing and apparel markets in various regions across the country, Binbao will accurately define the rural generation consumer group, promote more comprehensive brand marketing, expand brand connotation, and become a leading brand of fashionable and casual men’s clothing in the future.
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Three major characteristics of the “Style Generation” consumer group:
The pursuit of fast fashion. They care about everything that is trendy and fashionable, and the emotional and symbolic value of goods far exceeds the practical value of goods or services. Maintain a high sensitivity to fashion trends and like to try different and new things.
Pursue a cross-border feeling. The “Style Generation” likes to search for a perfect feeling in the rapidly changing life scenes. They are good at naturally changing roles in different life situations. The unchanged life is a poison to the soul for the “Style Generation”. The pursuit of cross-border fashion experience has become a Their main philosophy of life is that mobile phones should have multiple functions and clothing should have multiple styles.
Pursue your own style. They attach great importance to the interpretation of personal temperament by professional attire, and are good at expressing their own exclusive taste through clothing matching. At the same time, they do not put brand first, but self-perception is their pursuit of fashionable consumption standards; they pursue a tense and casual leisure life, and are happy to Adhere to fashionable and simple clothing style.
(Source of this article: NetEase Women)
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