subject: 2009 Red Bean Men continue to promote the new brand concept in transition - red beans, Men - Clothin [print this page] 2009 Red Bean Men continue to promote the new brand concept in transition - red beans, Men - Clothin
"The first year of transition, as the brand value can be improved, the overall profit level of red beans Men raised about 20%." In fact, in 2008 the world suffered a widespread financial crisis, background, red beans Men in the first year of transition can achieve this performance was not easy. HC Apparel Network 2009 is a men's brand red beans continue to promote the transformation of the year. Since the announcement to the industry through CHIC2008 formal transformation, that "the mainstream of life in China to build" a new brand concept, one year, the red bean transformation of men achieved good results. Products are broken down into three series CHIC2009, the red bean introduced its three sub-series. The first series of "business suits" series, the color is mainly black, white, gray, male consumers to meet the more formal occasions, such as office, wearing a business negotiation; the second series, "City Business" series, the family as outdoor series, such as restaurants and other places you can wear; third series of "Fashion Business" series. Image of Men's red beans Marketing Director Hu Hao this analysis: "to brand transition enhance the brand's core competencies, products must do more segments is one thing." In fact, men are carefully bean products division is from 2008 August start. Men had the red beans, mainly single-product operation, and mainly located in the working-family. With the men's market, intensifying competition and the need for further development of the brand, red bean Men in CHIC2008 major restructuring announced in the introduction of a new brand image. China Textile Industry Association Du Chau red beans during the inspection CHIC2008 assessment is "entirely new appearance." In CHIC2008 after the end of May 2008, officially launched the transformation of men's red beans. Group Chief Executive in accordance with red beans Zhou Haijiang planning, brand transformation means from the past "production management" to "create operation type". The operation type to create change, it means more focus on product development and construction of the terminal channels of two plates. Thus, starting from May 2008, red beans Men on Men series of existing single-product start integration. To the year in August, started drawing red beans peer operational experience of the product line to more clearly divided. Product line with rich, red bean begun efforts to attract design and development talent. Late last year, red beans employ domestic outstanding Clothing Zhao Yufeng featuring designer design director, was also recruited from Hong Kong, product planning division, hired from Japan Shirt Experts, from Italy, an expert hired suit, while the United Nations a number of outstanding faculty of professional institutions, combined with the brand original design resources, re-assembled into new product development design team. Currently, the team has more than 30 people. In accordance with different product line, which more than 30 thin, divided into three design teams. A team responsible for Jacket And windbreaker jackets and other products R & D design team responsible for a suit, shirt, pants and other products are installed in the R & D, the third group is responsible for Sweater , T-shirts and other knitted products R & D design. To make product design a more international level, red beans from the last part of product design began to explore outsourcing. Development in the future, this form will also be a major force in product development. According to a broader range of business development within the reserve personnel, the 2008 Spring Festival period, the red bean men organized a delegation went to Italy, where investigated several design firms, hoping to reach the design outsourcing issues Cooperation . Meanwhile, the delegation also went to visit the famous Paris, France, the professional institutions ESMOD, and signed a preliminary cooperation agreement. ; In fact, back in 1998, red beans and French ESMOD Liaison Group on the "red beans??? ESMOD International Training Center", will the company have the potential of employees and the design of new recruits from school personnel assigned to training. Based on cooperation agreements in the future, red beans Men can continue to business professionals sent to Paris ESMOD training. The economic development in Europe affected by the financial crisis, graduates can not be optimistic, so studying at the ESMOD of Chinese students return home after graduation to work Hongdou Group. During the inspection ESMOD, red beans have interviewed a dozen students, which were mostly undergraduate students in Beijing Institute of Clothing, Shanghai Donghua University and other national professional institutions attended. They will graduate after July 2009, after graduation will join the red beans for men, women and the home of the R & D design team. Contrarian develop more than 400 shops After nearly a year of development, and red bean Men in channel construction has also made certain achievements. At present, the red bean Men's National Market professionals around 400 offices and shops, mainly in the second and third tier cities, which stores about 80% of the average area of 100 square meters, reaching 426 square meters large. According to Wang, red beans Men's monopoly system has also been incorporated into the red bean group as a whole among the five proprietary system. So far, five brand red beans (including bean men, according to Diffie, etc.) has 665 chain stores. In 2009, the Group will build a chain store 605.
