"Redman" Wuhan women's clothing sales brand

In 2004, Wuhan Hongren Apparel Co., Ltd., with a sales income of 400 million yuan, was listed in the "2004 Hubei business community 20 major events" with the "consecutive sales of over 100 million yuan for three consecutive years", and was recognized by the relevant departments as the sales volume of Wuhan women's wear brand. One of the manufacturers.

From the small workshop of more than 20 employees to the current sales and profit double-hundred enterprises in China's garment industry, Redskins deeply realized in the market competition that: in order to make the traditional garment manufacturing industry achieve new market competition The leap-forward development, the need to benefit from scientific management, the market for product development, and reputation for brand building are key. In order to improve the brand's ability to innovate and develop products to the market, Hongren Apparel invests more than 2 million yuan each year in product design and development. They created a product design and development center organized by more than 20 designers. Together with highly paid Taiwanese, Japanese, and French designers, they developed product development plans based on international brand fashion concepts. Through in-depth study of the physical characteristics of the brand's consumer objects, they have made the product comfortable and comfortable by carefully designing the waist, shoulders, collars and sleeves. They purchase a large number of popular high-end fashion fabrics from France, Italy, Japan, and other countries. They focus on the rhythm and clothing lifestyle of urban white-collar women and develop new products. Each season, they design and develop more than 400 new garments. Through the series of products, the red costumes in the market are varied, gradually forming a unique style of brand charm.

In order to innovate brand terminal construction, Redman changed its past practice of “investing huge amounts of money in developing single products and never cares about the construction of terminal stores”, focusing on end market construction, and transforming traditional marketing with a flat supply system. The model will reduce the cost of sales and increase profit margins. According to the different levels of stores, different goods will be put in place, and according to the nature of different stores, different plans for goods loading and rhythms will be created, so that each store will have a distinctive product style. In the past, with the personal preference of marketers to purchase goods and manage products, the phenomenon of scientific distribution of goods, clear logistics channels, adequate supply of goods, and organic integration of product sales, logistics control, information communication, customer management, feedback, and supporting business collaboration Up.

In the market all over the country all year long urges the marketing channel to rectify, promotes the brand terminal terminal image The general manager of the red person clothing company Tang Guanzhou, asks the reporter to see in his notebook computer in more than 100 red brand independent store pictures all over the country when the introduction says The company has invested more than RMB 5 million in succession, and invited well-known experts in the industry to re-design the image of the terminal for the brand of Red Man. The company has completely transformed the environment of the self-operated store outlets across the country, through product quality, store image, and service level. A series of measures have transformed the display of merchandise from a single piece into a series of sets. The terminal store has clearly communicated the brand's personality style.

After the reform and optimization of marketing channels, it has taken the lead in the national counterparts to use the ERP system of the Red Costume Company, and invested a lot of money to upgrade the marketing network system upgrade, increase self-operated terminals, agents, distributors and other sales links The service and monitoring will enable Redman's apparel products to reach retail terminals in a timely and accurate manner. Control the logistics links, making the brand's terminal image more fashionable and more distinctive. According to statistics, the brand new self-operated stores for the Redskins have grown from more than 40 in the past to 100. In 2004, the revenue of self-operated stores of Redskins alone increased by more than RMB 40 million over the previous year. .

While creating a new concept of fashion, the Red Man Company has launched a series of brand image promotion activities in accordance with international brand standards, which has enabled the fashion of the Redskins to rapidly change from design to commodity, and has begun to dominate the competition. According to Mr. Tang Guanzhou, the general manager, compared with the previous year, the value-added of the products of the Red Man's Apparel increased by 20% year-on-year, and the sales of the Red Man's Apparel went quickly from the Beijing, Shanghai, Nanjing and other markets to the country at a rate of 30% of annual sales growth. Radiation around.