Ma Xiaoqing said that the reason why Bono Tailor can gain a firm foothold in the competition in the small and medium-sized enterprise group buying market lies mainly in the differentiated strategies adopted by the brand in many aspects such as positioning, design, technology, and services.
Bono Tailor, a fashionable professional attire brand under the Baoxiniao Group, is targeting the personal professional attire customization market for small and medium-sized enterprises. . Their purpose is to provide one-on-one door-to-door customized services for business individuals and elites with personalized fashionable clothing needs. At present, the real estate industry, small and medium-sized financial institutions, government agencies and institutions, small and medium-sized companies and enterprises are all the objects they serve.
According to industry insiders, China’s current business attire market has an annual market growth The demand is nearly 100 billion yuan, of which the market size of small and medium-sized enterprises reaches 10 billion yuan. As the level of attention paid by enterprises to professional attire increases, the market demand is also expanding rapidly. Correspondingly, there are as many as 25,000 companies consuming professional clothing in China, and an industrial cluster has initially formed.
According to Ma Xiaoqing, director of small and medium-sized customer operations at Bono Tailor, among the many VI elements, the employee uniform system is a “soft business card” for the company’s image, which can not only improve the public’s overall impression of the company, but also enhance the public’s overall impression of the company. , it can also build morale and enhance employees’ corporate loyalty. Small and medium-sized enterprises also need to customize such soft business cards.
How does Bono Tailor carry out clear segmentation and market exploration of the small and medium-sized enterprise market? Ma Xiaoqing, director of brand operations of Bono Tailor, pointed out in an interview with the media that the group buying business of small and medium-sized enterprises and institutions is very different from the group buying of large enterprises. Because the individual customers they face are different, there are differences in products, promotion, channels and business models. There are big differences, such as: customer needs are more diverse and concentrated; design needs are more fashionable and personalized; the marketing network is concentrated in first-tier cities and provincial capital-level villages; the business model is mainly through telephone marketing and door-to-door introductions; The background response speed should be faster and so on.
Ma Xiaoqing said that the reason why Bono Tailor can gain a firm foothold in the small and medium-sized enterprise group buying market competition is mainly because of the brand’s positioning Differentiated strategies adopted in many aspects such as design, technology and service.
The international professional attire market continues to be in an intensive development stage. There are many companies and the total market size is not small, but there are not many companies that can really create their own brands. The homogeneous competition in the industry is severe. Enterprises are keen on price competition and comparison, thus neglecting to improve the products themselves, gradually forming a homogeneous phenomenon of “one-size-fits-all”. The result is that the brand is hard to find and the added value of the product cannot be increased.
According to reports, Bono Tailor has a research and development team composed of more than 200 senior technical and design personnel, which is constantly innovating in terms of clothing style design, fabric research and development, and accessory matching. They travel through Paris, Milan, Tokyo, Seoul, Shanghai and other fashionable cities every day, where they constantly capture new popular elements and at the same time send the information back to the Shanghai headquarters at a fast speed. The design center at the headquarters will quickly analyze the information and design each series of products in categories. Design fashionable, sophisticated and personalized fashion customization business attire for customers, breaking through the inherent style.
In terms of channel expansion, relying on the strong production line and original strength of the Good News Bird Group, they mainly use multiple channels for sales.
First of all, through professional attire group buying and direct sales, it was the first to enter the professional attire group buying market of small and medium-sized enterprises and institutions. At present, there are nearly 100 directly affiliated service agencies for customization of business attire across the country, with customers covering various fields such as business, finance, and education.
The second is community-based high-level customization services. We have established a number of CBD building customization physical stores across the country to provide one-on-one door-to-door customization services.
In addition, they also pursue online direct sales through e-commerce. They hope to target fashionable men aged 25-45 and guide them to use the ebono online platform as their own men’s dressing manual.
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