To the department store to buy men's business suite, it is easy to find such a phenomenon, left and right to see a kind, do not look at trademarks, most men are like a mold out. Since 2003, the mid- and high-end menswear brands have been gradually emerging. After years of tempering, brand homogenization has intensified. Under such circumstances, SACHI has taken the lead in breaking the public face and taking the initiative to challenge the international big names. Industry survey: OEM phenomenon is serious, homogenization of production channels High-end men's clothing is accused of "public face" For the high-end men's "public face" issue, the well-known economist and economist of the well-known An Xing pointed out sharply: There are three reasons for the problem: First, the phenomenon of homogeneity is very serious; Second, the lack of personalized brand positioning; Third, the main consumer now, from the age of a great change, the product has maintained its original state, resulting in Now business men can only rely on discounts to drive sales. "Anxing analysis," product homogeneity "reason comes from the majority of domestic business men using ODM method to develop products, from the early product development, the entire product layout, color matching And product mix, the lack of unity, the brand is too dependent on the processing factory style development, resulting in the product is too similar. Insiders pointed out that, in fact, the real big-name international brands, distinctive personality early in the brand positioning. Such as Zegna is for pure business people, D & G take the luxury line is the fashion trend, providing services for the top fashion crowd, Armani is divided into several brands, such as George, AJ Armani, each have their own positioning, which is why these brands for a long time The real reason is not bad. Sachi International "initiative young", the first to break out In the face of high-end men's clothing is accused of "public face", Satchi International "initiative young", take the lead in breaking out, this was once questioned by peers: the classic is not easy fashion. Although with the new business crowd gradually become the main force 70 and 80, many veteran men still use the product positioning 10 years ago. These "do-it-all" brands think because existing consumers have become interdependent and that these consumers have built trust in the brand and brands are reluctant to give up on the group, which makes these brands as themselves The age of the consumer population growth "getting older." At the just-concluded ordering session, the young and trendy Sachi International was unanimously sought after by distributors. The order volume was up 50% over the same period. The voice from the market completely drowned the previous question voices and caused a great shake in the industry. As SACC International China General Manager, Shanghai Garment Co., Ltd. Chairman Lu Huangbin said that the age group we serve has undergone changes to break the original business suite must be mature traditional ideas, SACHI international positioning in the city of new business men - " Business rejected old fashioned, classic need young. " Lu Huang Bin said that for the high-end men's brand, you want to seek a breakthrough, bear the brunt of learning to improve product development capabilities. Followed by a clear brand style, get rid of the homogenization of the shadow. Once again, terminal stores clear operation, increase the development of the parent shop, increase the operating capacity of single-store business brand services. Fourth, enterprises should make innovations in the model to improve the operational capacity of the management system. In fact, as early as three years ago, Sachs International embarked on brand transformation and upgrading. Luhuang Bin realized that old-fashioned business suits are no longer favored, people no longer have their faces, wearing a trouser press wearing a suit to participate in business activities. Modern people have more time to relax, fashion highlights Business activities more relaxed and lively, clothing must be matched with the brand, and fashion, business and leisurely temperament is also the heart of Satchi International. To this end, Sachi international design team in the product development, design, the strict development of the seasonal color system, and consciously expand the next quarter's products, from the style into more self-developed original design section, the whole Disk products have a relatively clear theme line. In order to make Sachi international brand more international, young state, Satchi international efforts to create a new design team, in addition to heavy Lu Jinbin hired Italian designer Renato, this year also specially invited Yuan Li as the chief designer. Yuan Li studied art in China Academy of Art since he was young and began to live in France as a teenager. At the age of 18, she started to contact her and studied fashion design. After serving as a designer for BALMAIN, a world-renowned luxury brand for many years in France, The Renato, with Lori Satchi international design team walk in the forefront of fashion, quality frequently. Lu Huang Bin said that in addition to inviting French designers to become team leaders, from the source to ensure original design. They also combine the needs of consumers in the market, adjusted from the color, every season, every year to do the theme of the product extension. "As the market becomes more competitive and consumers become more rational, it requires brand companies to become more professional." "Ultimately, our audiences have not changed but the audiences have changed their age." According to Lu Huangbin introduction, in the past, their main target group of people aged 35 to 45 years of age consumers, and now proactively adjusted for 28 to 40 years old. Apparel listed in spring and summer this year, you can clearly see the young state gradually increase the style, the autumn and winter, this change will be more obvious. Lu Huangbin cited an example, the new suit models, models will be more self-cultivation, the color of the sweater will be more jumping, fashion, jackets, cotton jacket, down jacket will maintain the basis of functionality Color, style and the world of fashion consistent, such as the original color to blue-black-based, now you have to ensure the version of the comfort of the case, taking into account the preferences of new generation of business people. Sachi International Planning a new pattern Currently, Sachi International has basically completed the layout of the channel network, the country already has more than 100 stores, the market sales of more than 180 million yuan. For the next eight years, Lu Huangbin said: "The first step in the development of a firm is to gain a firm foothold and the second step is to grow and develop while Sachi International has completed the first step of transformation and will make a breakthrough under the current form , Is to subvert the tradition of 'destructive' innovation, which includes the paradigm shift in apparel operations, innovation in operations management, scientific inventory management, and supply chain optimization and recycling channels to make radical changes. "In addition to In addition, Sachs International has already begun to cooperate with a number of real estate companies in the more high-end real estate and commercial centers for brand presence. Lu Huangbin said: "In the next 8 years, Sachi international stores in the country will reach 500, with the rapid promotion of social urbanization, the rapid influx of urban population, the business men's market is being stimulated, the size of breaking the 100 billion mark, Satchi International, will also usher in a period of rapid development. "
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