【】Extension from textile to clothing brand, from OEM enterprise to the creation of independent clothing brand, from export sales The leapfrogging of enterprises to export brands has always been called the three major innovation models in China’s textile and apparel field. Domestic companies such as Sunshine, Ruyi, and Heilan have learned from these models. The famous Italian Zegna also developed from the later wool fabric companies. .
For Shandong Daiyin Group, it has also adopted this development path. Shandong Daiyin Group was formerly Tai’an Second Cotton Textile Factory. In 1996, the company was restructured into Tai’an Daiyin Textile Co., Ltd. and embarked on a promotion path with a new look every year. Subsequently, Daiyin launched Renault clothing and embarked on the road of brand clothing operation.
According to Zhao Huanchen, chairman and general manager of Daiyin Group, Daiyin currently integrates textile, clothing and international trade, with an annual output of 75,000 tons of various yarns, 30 million meters of denim, With 5 million meters of wool and 8 million pieces of clothing, it is one of the top 20 companies in the country’s cotton textile industry and one of the top 200 clothing companies in the country.
Making the brand clothing segment stronger and bigger is the established development goal of Daiyin Group. Zhang Hui, executive deputy general manager of Renault Clothing, said that domestic clothing brands have gone through a period of simulated development, which is difficult to avoid in the early stages of development, but now companies must learn to innovate, learn to be original, and find their own unique development path, otherwise they will just can be lost in the tide of homogenization.
Therefore, Renault Clothing has determined a clear brand positioning at the beginning of its establishment: general quality and characteristics, using differentiation to break up homogeneity.
Renault is positioned to provide high-end business formal wear and business casual wear services for mature and elegant men, and advocates a dressing attitude of “pursuing quality, fashion and elegance”; conveying the life philosophy of “life is full of wonders”, and customer collective Mainly business people, civil servants, and men who value quality of life and quality of clothing.
“Innovation is not the same as creation. Fashion trends change every year. What remains unchanged is actually providing value to consumers.” Zhang Hui believes that “consumer needs sometimes need guidance, such as When a consumer is surrounded by many similar brands and suddenly discovers a brand that is unique and fits his own personality, he will pay for it without hesitation. At that time, price is no longer so important. This is the difference between grade and personality. Charm.”
Class and character come from imagination. To this end, Renault Clothing has established a strong design team, specially hired well-known European senior designers to serve as chief designers, established R&D centers in Paris, France, and Milan, Italy, and combined with the international Guangzhou design team to keep clothing design research and development closely in line with international clothing. Popular trends. The styles and production techniques of Renault men’s clothing are imported from Europe. The design not only maintains the elegance of suits, but also deeply embodies the sharp perception of popular trends. It is classic and full of fashionable atmosphere. Renault has launched more than 600 categories in 16 series including trousers, suits, shirts, T-shirts, ties, casual wear, and sweaters, completing the serialization of the brand.
In addition, Renault has also launched a unique service model for personalized clothing. Suits, business wear, casual wear and other clothing products can be customized to suit each individual’s needs. Consumers can make choices based on their own aesthetic taste, from fabrics to styles, designs, and even every button.
In response to the current situation of apparel marketing, Renault has changed the traditional sales methods and marketing concepts. Through the segmentation of sales, markets, products, and mission objectives, it has promoted innovation in marketing methods, and annual sales have decreased by 30%. %above.
On the basis of stabilizing the domestic market in Shandong Province, Renault has adopted a marketing approach of entering large shopping malls, opening exclusive stores, and developing dealers, and has successively entered Jinan, Qingdao, Xi’an, Shenyang, Zhengzhou and other countries. Ten large and medium-sized villages have established a sales network with the three major markets of North China, Southwest China and Southeast China as the core and radiating to surrounding areas. More than 600 clothing terminals have been established across the country. At the same time, in response to the increasingly prosperous online sales, Renault established a special online sales team, opened online stores, entered Taobao Mall, and achieved impressive results. In the view of Renault decision-makers, online sales will be an important growth point in the future.
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