On September 8, 2010, Binbao Fashion from Germany released the 2011 BENBO brand new strategy at the Guangzhou Baiyun Lakeside Hotel, officially launching the countdown to the market. Since hand in hand with the United States venture capital fund IDGVC in 2008, Binbao Apparel has low-key interviews with the media, focusing on internal team building. The high-profile launch of the 2011 listing countdown strategy announced full-scale strategic trends including merchandise design, 4S experience terminal establishment, and advertising offensives to cooperative agents, indicating that the new round of development of the Chinese garment industry is about to begin.
After experiencing the economic winter of 2008, the Chinese clothing industry experienced major changes in the industry such as the elimination of small and medium-sized enterprises, the transfer of foreign trade companies to domestic sales, and the oligopolyization of subdivided sectors. Since entering 2010, data from the National Bureau of Statistics shows that the growth rate of retail sales of apparel enterprises is significant, and the trend of warmer apparel consumption is also basically established.
The garment enterprises under the new competition pattern have ushered in new opportunities for development. The multiple links of commodities, channels, and sales services will change around the consumption characteristics of the main consumer groups. According to the report of “2010 New Trends in China's Garment Market Development†published by the China Garment Association, with the development of a new generation of consumer groups represented by the 80s and 90s, the clothing retail market will be further subdivided, corresponding to the channels Differentiated development will not only be reflected in the richness of the format. Apparel retailers will change their previous marketing methods and instead create more professional, personalized and sales outlets for targeted consumer groups.
As early as April of this year, Binbao Apparel, together with the apparel industry association, marketing experts, and VC investment experts, organized a new generation of consumption represented by post-80s and post-90s in the city at the “Fashion Express Marketing Focus Generation†marketing summit. The group is defined as "a type of generation" and has released three major consumption features of the "type-generation": the pursuit of fast fashion, the pursuit of cross-border feeling, and the pursuit of self-identity.
“Based on the six-year continuous research activities of various forms, we have more clearly defined the consumption preferences of the generation. We have fashion events each year to achieve the interaction with brand members. For example, various movie parties, fashion salons, etc. "Binbao apparel CEO Yan Xu Jin believes that with the development of the apparel industry in recent years, the form of stores in all levels of the market, occupiers in various market segments, oligopolistic clothing companies pay more and more attention to the construction of flagship stores. However, the breakthrough in the terminal form of Binbao Apparel requires more efforts to truly interact with consumers and bring them a favorite fashion experience.
"We not only aim to lock in the industry competition, but also learn from the experience of other industries more successful." Bin Bao apparel CEO Jin Xu Jin presented in this conference the next three years of big store construction plans, the next three years, BENBO brand in There will be more than 800 stores in China, among which first-tier cities such as North, Shanghai, Guangzhou, and Shenzhen will also open nearly a thousand square meters of “4S†concept stores: Sell ​​(apparel sales), Sight Experience, Self. -Integrated conceptual living halls such as Identity Service and Life Style Salon. â€
Breaking down the single function of product sales, Binbao 4S concept store pays more attention to presenting the most popular trend visual experience for the model generation: Inviting fashionistas to provide personalized matching services at regular time, and also to move fashion salons that cooperate with fashion media to 4S. The concept hall conducts 360-degree coverage of fashionable consumer life experiences. It is reported that Binbao's first 4S Concept Lifestyle Living Experience Hall will be officially unveiled this year at Guangzhou Wan Ling Hui Commercial Shopping Center. This will also be the first 4S concept store in China with an area of ​​nearly 1,000 square meters.
In this regard, well-known marketing experts, Lin Jingxin, a researcher at the Institute of Public Communications of Sun Yat-Sen University, believes that the 4S concept was originally applied to the automotive industry, and Binbao Apparel applied this model to the apparel industry, which is a change to the traditional terminal form. The 4S experience model of Binbao Apparel differs from the 4S business model of the automotive industry. The core of the 4S shop is to provide comprehensive after-sales services, while the core of the Binbao 4S concept center is experience, and the integration of experience marketing is not only for consumption. The trend response is also a change to the traditional channels.
Different from the two rounds of garment industry development in the 1990s and the past decade, this round of apparel consumer warming has also brought about a new trend in the domestic apparel industry. The following three major characteristics have emerged:
First, experience is king. Type-based consumer groups are more pursuing individual experiences. To meet such needs, garment companies will pay more attention to the environment and service quality of shops, including the decoration of shops, the structure of goods, the image, temperament and attitude of service personnel. In recent years, the flagship store model has become a powerful brand company in China because it has broken through the single function of “sales†of clothing stores and given more interactive platforms. The successful operation of the "4S" experience hall model implemented by Binbao will further emulate more clothing companies.
Second, capital integration. Different from the development of the garment industry in the 1990s and the past decade, this round of new leap in the apparel industry will have even bigger boosters. The enterprises in the traditional fashion industry, such as fashion casual wear, professional outdoor wear, etc., as well as well-positioned online direct selling apparel companies, have been favored by many international venture capital companies such as IDGVC and Sequoia Capital. For example, in 2008, IDGVC injected capital into fashionable casual wear and tops BingBao apparel, and Sequoia Capital injected into high-end business equipment and network direct sales company Jiuhe Shangpin. In the current development of the apparel industry, apparel brands with professional experience will, with the help of capital, expand and complete the listing with rapid momentum, and even open up the internationalization process.
Third, the ocean blends. In recent years, more and more domestic fashion designers have clamored for the European and American fashion market, and major luxury brands have also entered China’s first-tier cities. Not only that, but fast fashion brands such as ZARA, H&M, and GAP have also entered China in succession. The high-speed delivery of the party has enabled Western design resources to be used more by China, and the high degree of integration of Eastern and Western pop elements has become a typical feature of China's garment industry.
In 2006 and 2007, Binbao Fashion cooperated with Rebelle Design Group and Taiwan Design Group respectively to enhance the competitiveness of its products while also driving the growth of its own design team. In 2010, it officially launched the design studio of MAODUN in France. Cooperation, and strive to integrate the world's most front-end trends and design elements, the development of more competitive products to ensure that the competitive advantages of goods and competitors to open a relatively large distance.
Cisco CEO John Chambers once said that market competition has entered a new era. Enterprises used to rely on cost, quality, technology, channels, etc. in the past to win competitive advantage, but now all this is no longer the only advantage. The real winners will be those who can look forward to the future of the industry and grasp the future development trend. We believe that the 4S experience model led by Binbao will bring about a major change in the industry and push the Chinese garment industry to a new stage.
After experiencing the economic winter of 2008, the Chinese clothing industry experienced major changes in the industry such as the elimination of small and medium-sized enterprises, the transfer of foreign trade companies to domestic sales, and the oligopolyization of subdivided sectors. Since entering 2010, data from the National Bureau of Statistics shows that the growth rate of retail sales of apparel enterprises is significant, and the trend of warmer apparel consumption is also basically established.
The garment enterprises under the new competition pattern have ushered in new opportunities for development. The multiple links of commodities, channels, and sales services will change around the consumption characteristics of the main consumer groups. According to the report of “2010 New Trends in China's Garment Market Development†published by the China Garment Association, with the development of a new generation of consumer groups represented by the 80s and 90s, the clothing retail market will be further subdivided, corresponding to the channels Differentiated development will not only be reflected in the richness of the format. Apparel retailers will change their previous marketing methods and instead create more professional, personalized and sales outlets for targeted consumer groups.
As early as April of this year, Binbao Apparel, together with the apparel industry association, marketing experts, and VC investment experts, organized a new generation of consumption represented by post-80s and post-90s in the city at the “Fashion Express Marketing Focus Generation†marketing summit. The group is defined as "a type of generation" and has released three major consumption features of the "type-generation": the pursuit of fast fashion, the pursuit of cross-border feeling, and the pursuit of self-identity.
“Based on the six-year continuous research activities of various forms, we have more clearly defined the consumption preferences of the generation. We have fashion events each year to achieve the interaction with brand members. For example, various movie parties, fashion salons, etc. "Binbao apparel CEO Yan Xu Jin believes that with the development of the apparel industry in recent years, the form of stores in all levels of the market, occupiers in various market segments, oligopolistic clothing companies pay more and more attention to the construction of flagship stores. However, the breakthrough in the terminal form of Binbao Apparel requires more efforts to truly interact with consumers and bring them a favorite fashion experience.
"We not only aim to lock in the industry competition, but also learn from the experience of other industries more successful." Bin Bao apparel CEO Jin Xu Jin presented in this conference the next three years of big store construction plans, the next three years, BENBO brand in There will be more than 800 stores in China, among which first-tier cities such as North, Shanghai, Guangzhou, and Shenzhen will also open nearly a thousand square meters of “4S†concept stores: Sell ​​(apparel sales), Sight Experience, Self. -Integrated conceptual living halls such as Identity Service and Life Style Salon. â€
Breaking down the single function of product sales, Binbao 4S concept store pays more attention to presenting the most popular trend visual experience for the model generation: Inviting fashionistas to provide personalized matching services at regular time, and also to move fashion salons that cooperate with fashion media to 4S. The concept hall conducts 360-degree coverage of fashionable consumer life experiences. It is reported that Binbao's first 4S Concept Lifestyle Living Experience Hall will be officially unveiled this year at Guangzhou Wan Ling Hui Commercial Shopping Center. This will also be the first 4S concept store in China with an area of ​​nearly 1,000 square meters.
In this regard, well-known marketing experts, Lin Jingxin, a researcher at the Institute of Public Communications of Sun Yat-Sen University, believes that the 4S concept was originally applied to the automotive industry, and Binbao Apparel applied this model to the apparel industry, which is a change to the traditional terminal form. The 4S experience model of Binbao Apparel differs from the 4S business model of the automotive industry. The core of the 4S shop is to provide comprehensive after-sales services, while the core of the Binbao 4S concept center is experience, and the integration of experience marketing is not only for consumption. The trend response is also a change to the traditional channels.
Different from the two rounds of garment industry development in the 1990s and the past decade, this round of apparel consumer warming has also brought about a new trend in the domestic apparel industry. The following three major characteristics have emerged:
First, experience is king. Type-based consumer groups are more pursuing individual experiences. To meet such needs, garment companies will pay more attention to the environment and service quality of shops, including the decoration of shops, the structure of goods, the image, temperament and attitude of service personnel. In recent years, the flagship store model has become a powerful brand company in China because it has broken through the single function of “sales†of clothing stores and given more interactive platforms. The successful operation of the "4S" experience hall model implemented by Binbao will further emulate more clothing companies.
Second, capital integration. Different from the development of the garment industry in the 1990s and the past decade, this round of new leap in the apparel industry will have even bigger boosters. The enterprises in the traditional fashion industry, such as fashion casual wear, professional outdoor wear, etc., as well as well-positioned online direct selling apparel companies, have been favored by many international venture capital companies such as IDGVC and Sequoia Capital. For example, in 2008, IDGVC injected capital into fashionable casual wear and tops BingBao apparel, and Sequoia Capital injected into high-end business equipment and network direct sales company Jiuhe Shangpin. In the current development of the apparel industry, apparel brands with professional experience will, with the help of capital, expand and complete the listing with rapid momentum, and even open up the internationalization process.
Third, the ocean blends. In recent years, more and more domestic fashion designers have clamored for the European and American fashion market, and major luxury brands have also entered China’s first-tier cities. Not only that, but fast fashion brands such as ZARA, H&M, and GAP have also entered China in succession. The high-speed delivery of the party has enabled Western design resources to be used more by China, and the high degree of integration of Eastern and Western pop elements has become a typical feature of China's garment industry.
In 2006 and 2007, Binbao Fashion cooperated with Rebelle Design Group and Taiwan Design Group respectively to enhance the competitiveness of its products while also driving the growth of its own design team. In 2010, it officially launched the design studio of MAODUN in France. Cooperation, and strive to integrate the world's most front-end trends and design elements, the development of more competitive products to ensure that the competitive advantages of goods and competitors to open a relatively large distance.
Cisco CEO John Chambers once said that market competition has entered a new era. Enterprises used to rely on cost, quality, technology, channels, etc. in the past to win competitive advantage, but now all this is no longer the only advantage. The real winners will be those who can look forward to the future of the industry and grasp the future development trend. We believe that the 4S experience model led by Binbao will bring about a major change in the industry and push the Chinese garment industry to a new stage.
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