There are clouds, all those who enter the Hangzhou Tower brand , the basic is labeled high-end labels. "Product power, marketing force, brand power, it is these three forces created today's Ya Ying."
Ya Ying women stationed in Hangzhou Building
Hangzhou high-end residential gathered west of the city complex near the West Plaza, a more than 700 square meters of the store is under renovation, the shop has just set a huge logo "EP Ya Ying" attracted many passers-by. This will be Ya Ying out this year in Hangzhou, the first eight women's clothing store. Just recently on July 2, ELEGANT PROSPER Ya Ying (hereinafter referred to as "Ya-ying") stores all the way through half-dozen, into the Hangzhou Tower.
In 2010, under the leadership of chairman Lou Jin Yan, Hangzhou Tower sales reached 5.329 billion yuan, an increase of 22.62 percent, becoming the country's first annual sales exceed 50 billion yuan department store. In recent years, Hangzhou Tower has been reelected annual same-store sales, women's brand number of the country's first same-store sales, etc., because the high-end positioning famous fashion and a strong brand portfolio as well as ultra-high sales performance has become a national department store industry The benchmark, is the brand of "military strategist". How many well-known brands lined up, care relationships want to squeeze into the door of the building in Hangzhou.
There are clouds, all those who enter the Hangzhou Tower brand, basic also labeled high-end labels. Anyone who has gone through a circle in the Hangzhou Tower knows that most of the people looking up have international first-line brands whose names consist of English letters. Although the world's textile manufacturing center has been transferred to China, the right to speak of fashion apparel is still firmly in the hands of foreign brands. In spite of this, there are still local brands just in the Hangzhou Tower can not see the smoke of the battlefield to highlight the encirclement, to occupy a seat, of which there is the figure of Zhejiang, Ya Ying is that outstanding one.
Experiential Marketing
Hangzhou Building, 3rd Floor, Block A, a variety of women's dazzling array of dresses in the corridor back and forth after two laps, Dayton felt dazzling. A store is bright, the reporter stopped to see, it is looking for the women's brand ELEGANT PROSPER Zhejiang. Not greet the rows of clothes, but for the rest of the soft sofas, waiters see the guests will immediately deliver a cup of fragrant green tea. Soft and bright light inside the shop, according to the part of the metal decoration on the shiny clothes, stood on the light music, waiters service without interruption, people relaxed and happy.
Reporter told the manager of this experience, she said: " Clothing storefront display is exquisite, and sometimes a small modification, can bring unexpected results. In addition to the clothes with, what kind of perfume selection, what to play Music, welcome hospitality at one stroke, lifting hands, are built in the details of the standardization and professional services. Our positioning in Hangzhou Building is to bring customers not only the meaning of fashion clothing , but rather A quality of life to enjoy, so we are using this experiential marketing. "
Hangzhou Tower is the implementation of the brand rolling management, every month, every six months, will be assessed every year, some poor performance of the brand will eventually be invited out of Hangzhou Tower. In the master of the Hangzhou Tower, to ensure performance so as not to be eliminated, is a brand based on the key. "Although less than half a year ago, we have seen a steady increase in sales every month, with the highest daily sales of more than 55,000 yuan, which is not bad in the building," said the manager of Ya-Ying Hangzhou Mansion.
Before leaving, the reporter deliberately turned a quarter of the black autumn dress tag, price 2799 yuan. The Zhejiang brand from Jiaxing, Zhejiang has embarked on the high-end road.
"Three Forces"
Zhejiang clothing industry to form the brand roughly three "martial": Wenzhou to Metersbonwe, Semir and other leisure fast-selling brand; Ningbo to Youngor , Shanshan, etc. Men's suits brand; Hangzhou to the southern commoner , Qiushui Iraqi people as the representative of the Hangzhou Women . One of the Hangpai women to clear and graceful known, the price is to follow the public line. While Ya Ying boldly out of the Hangpai women's game rules, located in 28-45 years old have some life experience and wealth accumulation of urban women.
Zhejiang Ya Ying Garment Co., Ltd. Gu Hongwei, director of the concept of "triangle" outlines Ya Ying these years ascending step by step development process.
Triangle of the three crucial points are "product", "marketing", "image." Gu Hongwei told Zheshang reporter: "In other words, product power, marketing power and brand power mean that these three forces have created Ya-Ying today."
Product force break through. Hanging almost all the environment in the design and production of Hangpai women, the market is basically saturated. Ya Ying to avoid being vulgar, high salary hired from Hong Kong, Italy, South Korea and Hong Kong's international design talent team, brainstorming, designed to close to the international trend of children's clothing style, in the image of the packaging and fashion push hands known as "Ogilvy & Mather "Join forces, jumped out of the petite small Hang gentle women's visual image.
Marketing power to force. The use of 360-degree marketing, the use of brand advertising, product promotion, fashion publishing, fashion celebrations, entertainment marketing promotion model, establish a healthy and vibrant brand image.
Brand power upgrade. Brand power mainly refers to the image of the store packaging, Ya Ying has always wanted to use experiential marketing, the details of the pursuit of excellence customers, shopping for customers at the same time provide a high quality of life to enjoy.
In 2010, Yaying Company achieved a total sales volume of 2.15 billion yuan, an increase of 48% over the same period of previous year. Since 2004, it has achieved sales growth of over 40% for 6 consecutive years.
Walking on multiple legs
Ya Ying today's face, from a turning point 10 years ago.
In 2001, Ya-Ying first started trying to do stores in Jiaxing out of the first self-operated stores and then out in Hangzhou one after another self-employed shops. Gu Hongwei frankly said: "This is a very dangerous step chess, store investment, high risk, each quarter of a single product, a single paragraph, monochrome requirements are high, the company's operating ability requirements higher."
It is such a move but the risk of a move, increasing the opening of specialty stores and department stores to exercise the company's operating capabilities; then Ya Ying smoothly into the second level, throughout the country set up SHOPPING MALL; followed living Museum Flowering again in the north and south of the river. In the fashion hall and flagship store, YaYing has always insisted on vigorously carrying out activities such as coffee bar, book culture marketing, high-end VIP salon and regional fashion release to continuously bring customers high-end quality life experiences.
The opening of Ya Ying's first living museum in 2007 is a milestone for the diversified development of their channel model, marking the arrival of the big shop era. Ya Ying also began to pay more attention to the promotion of store image and store space planning and utilization.
From the initial store and department store two-pronged development, monopoly, department stores, shopping centers three pillars. After laying a solid foundation, the development of the living museum, SHOPPING MALL, department stores, monopoly, airport shops, online sales of six legs to walk, this different from the industry competitors differentiated channel model let Ya Ying step by step.
Today, Ya Ying has 280 self-owned image stores and 270 franchise stores. It has formed a self-owned and franchised marketing system that integrates stores, SHOPPING MALL, high-end department stores and fashion houses into one. In 2009, the company pioneered the development of e-commerce channels and pioneered the construction of the same-type high-end women's online channel in China. August 2010, its leading brand EP Ya Ying stationed in Macau, officially started the brand output, the process of opening up overseas markets.
[Expert Reviews]
Let the brand become the soul of the business
The soul of management is to establish the core value of the brand throughout all aspects of business operation and become an ideological principle to guide enterprises in all aspects of research and development, procurement, manufacturing, marketing, logistics, and service to establish a strong and indisputable Century brand.
Ya-yi read the case, first of all a lament is "win in the sky." Market competition first and foremost lies in the grasp of "Tian Shi". Before the reform and opening up, the limited income and cultural constraints, people just in accordance with the "climate" to establish their own demand for clothing. With the improvement of economic life, people not only according to the climate, but also wear the "occasion" to establish the demand for clothing. Thus they were casual wear, formal wear, sports wear, home wear, party dresses and other forms of clothing, China's garment industry has been an unprecedented rapid development. Into the twenty-first century, even the middle-income women, most of the closet is not lack of clothing for all occasions. So the mainstream demand of the apparel market has entered a higher level stage, from "no wear" evolved to "wear fashion" and "wear quality."
Brand represents a higher quality and more international, fashion image into people's vision. Ya Ying's timing well, in 2001 to enter the brand market, this time is the mainstream of Chinese women into the era of the brand, the industry is still in rapid growth, and has many first-brand success stories can be shared, talent acquisition also Easier than before, with lower learning costs. I have always advocated "marketing half a step" principle, Ya Ying's timing is precisely in line with the "fast half" principle. So efficiency and efficiency are relatively high.
Ya Ying's second core magic weapon is the channel of success. In China, the channel is precisely the most solid foundation for branding because it ensures that brands can deliver information to the market more effectively. In the era of brand marketing is only marketing business, the channel even played a more important role than the product. Ya Ying's success and its transformation in the channel, changing the Zhejiang wholesale market generally rely on the establishment of the distribution of the old model, the establishment of direct control of the proprietary channels to narrow the distance with the final market, dominated the channel of discourse. More valuable is that the channel itself also has a life cycle, Ya Ying based on the evolution of the channel, timely access to new channels, the formation of a diversified three-dimensional channel pattern, but also always from the principle of its market positioning, which is very much to be sure. It played an indelible role on Ya Ying's performance improvement.
However, as a brand expert, still have to point out: Ya Ying brand operation is still the general idea of ​​brand promotion. That brand is still used as a promotional tool. Case also mentioned: Ya Ying three corners, brand and product marketing three pillars. This is the brand concept of brand promotion era. Brand more as a means of packaging the image of the enterprise. Today has entered the era of brand management battle, the brand must be the soul of business competition, the soul of business. Is the core value of the brand throughout all aspects of business, has become an ideological principle to guide enterprises from R & D, procurement, manufacturing, marketing, logistics, to all aspects of service in order to establish a strong century-old brand. Brand is no longer a corner, it should be all other corners of the soul or the core is the value of the brand war.
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