< p > in the first ten years of twenty-first Century, China's < a href= "//m.pmae.cn/" target= "_blank" > shoes < /a > service industry set off a vigorous brand building movement, especially in South Fujian sports and men's clothing industry performance outstanding, they group in a group, hold together to beat the world, and even once turned CCTV5 into "Jinjiang channel"! They represent a spirit of "grass roots" in Chinese shoes and clothing industry.

In this memorable process, halberd consulting has been fortunate enough to witness and participate in their growth in person! < /p >

"P" 2004, halberd consulting and Fujian lon Fashion Cooperation helped to break through the organizational bottlenecks and management bottlenecks restricting development, and quickly grew into one of the leading brands of men's clothing industry in China. It was listed in Hongkong in September 25, 2009, and its development momentum is remarkable. < /p >

< p > 2006, halberd consulted with Fujian Qipai "a href=" //m.pmae.cn/ "target=" _blank "clothing" /a "cooperation to help build a high efficiency operation chain based on quick reaction. Through the reorganization of organization and management, it broke through the bottleneck of futures ordering, greatly improved the internal operation system of poor coordination, and achieved rapid development in recent years.

< p > however, due to the service nature of the halberd consulting service and the company style of halberd, the real reason behind their rapid growth is not known. But now that a few years have passed, the winner has already stepped into a wider fast lane. In order to allow more enterprises to learn from the successful precedents, the halberd consultation specifically reveals the reasons for the growth of Li Lang and Qipai in the development process, so as to inspire more shoe and clothing enterprises! < /p >

< p > < strong > > a href= "//m.pmae.cn/" > success mystery < /a > interpretation: mode wins rather than advertisement < /strong > /p >

< p > it has been said that the rapid success of South Fujian shoes and clothing enterprises is nothing more than relying on the "three axes": finding masters, asking stars and CCTV, but this is only a superficial phenomenon. We can think about it carefully. Can we really succeed with this "three axes"? < /p >

< p > I don't think so! Before and after these enterprises become famous, there are also many enterprises using this "three axes". So why are they the only ones who eventually become famous? We are always used to looking at these superficial things. But how many people can see through their success? What is /p?

< p > in fact, nowadays the Chinese market no longer sells ads with a face, but in the face of increasingly complex and competitive market, it can no longer return to the glory of that year! < /p >

< p > we can see that every enterprise has its own strategic goals and ideas, and there is even a lack of foresight. But why are there few successful enterprises that can finally achieve their goals and win the leading position? Where are the differences? In fact, Chinese enterprises do not lack strategic thinking. They lack the effective implementation strategy, and everyone has their own ideas, but the idea of turning them into reality depends on whether the enterprises can establish a real effective mode.

< /p >

< p > mode has shown its significance to the survival and development of enterprises today than ever before.

< /p >

< p > marketing mode is a specific way to achieve strategic intent. Only by clarifying its marketing mode can enterprises know where they should build their core competencies.

Shoe and clothing enterprises must understand what links are involved in the marketing process of marketing, such as brand strategy, commodity planning, market planning, customer cooperation, channel development, futures ordering, store operation, brand promotion, market supervision, sales management, and so on, and find out how the enterprise price is realized among all links, what links are in the advantages, what links are in it, what kind of operation is in the inferior, what kind of operation mode is in line with the operation rules of the industry, what are the differences compared with the competitors, and the extent to which these differences affect the marketing strategy.

On the basis of the above analysis, it is possible for shoes and clothing enterprises to find the key points of a real strategy before they can find effective profit models.

< /p >

For this reason, halberd consulting vigorously advocates "chain marketing", builds a systematic and complete marketing solution based on the marketing value chain, and fully promotes enterprises to build a systematic marketing operation mode from the entire value chain, and ultimately wins the opportunity and win the market in the competition. P

It can be said that the marketing mode with "chain marketing" as the core idea is the root of the real development of Li Lang and Qipai. In the strategic decisions of Li Lang and Qipai, in fact, advertising has never been regarded as the only factor. What we helped ll and Qipai create is a complete marketing operation system integrating strategy, mode and system. This is the real mystery. < /p >

< p > < strong > success factor 1: category occupancy < /strong > < /p >

In 2000, Fujian P was only a regional enterprise. Its brand awareness was not very high. In 2000, Li Lang officially launched the concept of "business casual men's wear". In 2002, he hired Chen Daoming as the spokesperson. With the "simple and not simple" value appeal, he reversed his overall brand recognition situation, and successfully promoted the brand value! < /p >

< p > Li Lang's creation of business casual men's clothing originated from his awareness of the trend of global men's wear towards business and leisure design. The positioning of business and leisure is in line with the needs of successful business people such as white-collar, administrative organs and so on. Positioning is accurate. In a sense, Li Lang has successfully created a category of Chinese business and leisure, which means that Li Lang represents this category.

< /p >

< p > and Fujian Qipai was only a mid-range brand in men's clothing category before 2003. Later, Qipai officially launched the strategic category Chinese standing collar in 2004, which attracted the attention of the market, thus promoting the overall value of Qipai greatly improved! < /p >

The introduction of "P" in China has been highly recognized by the broad masses of consumers.

In the mind of the consumers, the Chinese vertical collar can most reflect the comprehensive value of national complex, individualization, fashion sense and temperament. Therefore, it has a high sense of loyalty to the Chinese vertical collar, which is the radiant, penetrating and permeable force of the Chinese vertical collar.

Taking the Chinese standing collar as the banner, excavating the cultural connotation of the clothing and seeking the cultural foundation, the Qipai has also killed a blood route by virtue of the differentiated brand strategy.

< /p >

< p > the success of Li Lang and Qipai first lies in the accurate category occupying. The occupying place of Li Lang is based on style, occupying the mind of consumers with business and leisure.

The success of occupying promotes the overall brand awareness and the comprehensive strength of the brand, and more importantly, they define the brand new category in the industry. If successful, they will become the brand new category "a href=" //m.pmae.cn/news/ index_q.asp "leading brand" /a ", and then rapidly upgrade the status of enterprises to the first camp of the industry. In addition, enterprises can also help promote the overall development of the product group with the help of brand promotion. Lon Lang is relying on the commercial leisure men's clothing and Qipai is the excellent performance of China's two strategic categories, which greatly improves their brand value, thus stimulating the rapid development of their whole product group! Category

There are many brands on the market every year, but there are many brands disappear from the P market.

A successful brand often has one characteristic: it represents a category, and it can be differentiated from competing products.

Based on this situation, when shoes and clothing enterprises build brand, the core factor lies in whether they can form a strong occupation of a certain category. This occupation is not necessarily the first, but we must establish a unique and solid consumption association between brands and categories. As long as consumers can connect this brand to this category, when mentioning a brand is associated with a certain category, or referring to a certain category can associate with a brand, then the enterprise's category occupies a more stable position, which means that the shoe and clothing enterprise's category occupying strategy has been successful.

< /p >

< p > category reflects the essential needs of consumers. The key to success is to gain insight into the nature of the industry.

Category occupying can never be taken for granted. This is not a wishful thinking. Only by taking an insight into consumer demand can it be truly possible.

Category occupancy does not mean that we must become the first. If we can not be the first, we can occupy a place in the market if we can innovate continuously.

The key to category innovation lies in constantly subdividing and digging up the potential demand of consumers, which is needed to be guided by shoes and clothing enterprises.

{page_break} < /p >

< p > < strong > success factor two: brand building < /strong > < /p >

< p > the importance of brand is the core success factor of Li Lang and Qipai. Through brand building, Leon and Qipai have become leaders of their respective categories. Category occupancy is the key to the success of the overall strategy of enterprises, and the success of category occupancy is ultimately reflected in the brand building. If the brand fails to become the spokesperson of the category, it means that the occupation strategy can not be realized! < /p >

Less than P, Li and Qipai can succeed in the category occupying strategy, because they have found a way to develop their own brand.

The value appeal is the core connotation of the brand. The core value of the brand lies in its simplicity: it is not just an advertisement, but a clear expression of the quality of the product. It is also a clear manifestation of the overall style of the company. The success of the value lies in the fact that it is not just a superficial grope. It can give people a clear and consistent brand identity from inside to outside, from product to image. With this kind of value appeal coupled with the interpretation of Chen Daoming's temperament, it instantly burst into a kind of power to move people's heart, thus becoming a classic! < /p > the key to brand building is to extract clarity based on its category strategy.

What is the brand value appeal of < p > Qipai? The value appeal of Qipai has gone through a process of change, which is inferior to that of Li Lang in the consistency of brand connotation inheritance, but it still has a good brand performance as a whole.

The value appeal of Qipai lies in the spirit of a man based on the characteristics of the Chinese collar collar: men should be ruthless to themselves. This spirit is deduced from Jet Li's elegant and tough martial arts image and has a unique brand performance.

Later, the value appeal of Qipai has undergone some changes, from "men should be ruthless to their own" to the current "build Chinese men's body beauty", constantly sublimate the connotation of the brand, Qipai firmly believes that "only the national is the world", and even plans to focus on the "Chinese collar" to become the "seven card" brand under the mother's brand independent operation.

< /p >

Apart from visual and communication, Li Lang and Qipai have spared no effort to promote brand building in all aspects, including product design, store image, retail service, customer service, promotion and supply chain building. They firmly believe that brands are produced and not disseminate. The essence of brand is experience, and experience runs through every aspect of products from brand to interior, from production to retailing, which will affect the brand's good experience. Without experience, the brand will become empty talk! < /p > p

What is the secret of brand success? In fact, the brand that many enterprises understand is just fame, and popularity is not the core of the brand, but the primary performance of the brand. The real brand must reflect its value from inside to outside. P

We have met many shoe and clothing enterprises. Many enterprises understand the brand is just an advertising slogan or a slogan, a concept. It seems that just calling out these slogans and concepts is making brands, and there is no corresponding match for product style matching, product design and shop image suitability. For such a practice, I describe it as "playing with yourself", and consumers will not buy it at all! < /p >

< p > if the products and shops of LLC and Qipai do not agree with the value appeals, then the brand building is just empty talk. This is the problem of "brand hollowing" that we often mention, which is very common in the shoe and clothing industry, and this is a great obstacle to the brand building of shoes and clothing.

What is brand hollowing? This means that the brand exists only in the dissemination, the brand is only known and recognized, but it lacks reputation and loyalty, and lacks a systematic and perfect system to maintain the brand.

A real brand is not just a "virtual" brand that relies solely on communication, but rather a "real" brand with strong support in products, channels, prices, terminals, promotions, customers, distribution, services and internal management.

品牌其實(shí)并不是單一的，品牌是一個(gè)整體，這個(gè)整體在消費(fèi)者心目中的價(jià)值是通過體驗(yàn)來傳達(dá)的，如果一個(gè)品牌僅僅只有知名度和認(rèn)知度，但卻給消費(fèi)者留下了極其不好的體驗(yàn)——質(zhì)量問題、價(jià)格不合理、頻頻斷貨、不能方便買到、售后服務(wù)不到位等，這就意味著這個(gè)品牌缺乏美譽(yù)度，那么消費(fèi)者將會(huì)無情地拋棄它，而這個(gè)品牌在消費(fèi)者心目中將不會(huì)再有任何價(jià)值，品牌忠誠(chéng)度也更無從談起!因此，企業(yè)的品牌建設(shè)絕非只是傳播那樣簡(jiǎn)單，而是必須通過整個(gè)組織，構(gòu)建一套完整而系統(tǒng)的品牌運(yùn)營(yíng)和管理體系，在這個(gè)體系中，包括研發(fā)、采購(gòu)、生產(chǎn)、物流、市場(chǎng)、推廣、銷售、服務(wù)等一個(gè)完整的價(jià)值鏈環(huán)節(jié)，也包括企業(yè)從高層到基層，從企業(yè)內(nèi)部到外部的合作伙伴，都需要對(duì)品牌的建設(shè)付出努力!品牌其實(shí)不是“虛”的，在這種表面的“虛”背后，隱藏著的是需要付出

If we do not have this "real", the brand will be in a state of hollowing, that is, in a crisis, it will collapse at any time.

< /p >

< p > < strong > success factor three: rapid enclosure < /strong > < /p >

In the first ten years of twenty-first Century, the shoe and clothing industry in P > twenty-first Century has a very important key word: enclosure. In the past ten years, it is a significant pformation period from the wholesale to the brand monopoly in the Chinese footwear industry. The enclosure movement is a group action that broke out in this pformation period. Lirun and Qipai have chosen the enclosure movement of the general trend without exception. At the same time, the local two men's clothing brands have also risen rapidly.

< /p >

The "P" enclosure movement originated from the sports brand Anta. As early as 1999, it expanded more than 2000 franchise points, and sales increased by 35% in that year, and won a large market. Then it quickly launched a massive enclosure movement in the whole country. From the wholesale distribution and the special counter to the agent and store business, the shop was upgraded to a double facade and three facade store. It enhanced the image of the outlets and strengthened the layout of the outlets, strengthened the layout of the multi store businesses in the main commercial streets, and took the route of professionalization and specialization. Since then, "opening more stores, opening large stores and opening up good stores" has become the principle of channel development for the domestic footwear enterprises.

< /p >

< p > in the past ten years, enclosure movement is a correct choice in the extensive market operation environment. Brand enterprises that have just pformed from wholesale mode to expand business scale, market share and brand influence rapidly, then the rapid enclosure based on brand monopolization is a pattern that can see profits. Through this extension of network expansion and the media communication of brands, the rapid growth of shoes and clothing enterprises has been directly promoted.

Li Lang and Qipai were standing firmly in the clothing industry in the early days through the wholesale mode and resource advantages, but the severe market competition also followed. The wholesale mode was facing great challenges, profits began to decline and business became increasingly difficult. With the pformation of some shoe and clothing enterprises to the brand selling mode, Li Lang and Qipai began to think about the pformation of marketing mode, and constantly explored the management mode and management mode of the brand monopoly, thus bringing rapid development to the enterprises. In the short 3 years from 2001 to 2004, the national monopoly shops developed to nearly 1000, and the national sales network basically formed, while the seven cards also developed to about 2000 outlets in 2005.

< /p >

In 2009, the number of shops was 7249, a 1004 increase over the previous year. Anta: the number of stores in 2009 was about 6600, which was about 12% more than that of 08 years, while the number of stores in 2010 was increased to about 8100, and the number of stores in 2009 was 3511. The number of shops in the year of 2007 was 3511. XTEP: the number of shops in 2007 was at home, while the number of shops in the year of the year was p; Metersbonwe: the number of shops in 2009 was the home; the number of shops in the 2010 and the seven cards also increased to around the same level. If Lirun and Qipai could not seize the opportunity in that wave of enclosure movement, it would be very difficult to win the first mover advantage of competition! < p > let's take a look at the development data of several shoes and clothing brands, which can fully illustrate the correctness and importance of the strategy of Li Lang and Qipai enclosure movement: Lining:

< p > it is undeniable that although enclosure movement still belongs to the extensive mode of development, at that time, for a well-known brand, such rapid enclosure development can bring direct benefits to enterprises.

As a result, Li Lang and Qipai followed the sports brand and launched a rapid enclosure movement. Big cities opened more stores, small cities opened large stores, direct businesses joined with franchisees, cut from the two or three line market, then developed into the first tier cities, while constantly upgrading the terminal image, investing huge amounts of money or renting or buying flagship stores in the mainstream business circle of the first tier cities. The enclosure movement was constantly upgraded, and the development of the whole network was promoted by strengthening brand value and customer experience.

< /p >

＜p＞　　當(dāng)然，隨著市場(chǎng)環(huán)境的變化及終端店鋪資源的＜a href="//m.pmae.cn/news/index_s.asp"＞稀缺性＜/a＞，使得圈地運(yùn)動(dòng)的成本大幅提升，鞋服品牌的渠道拓展再一次面臨著轉(zhuǎn)型，但憑借著前幾年構(gòu)建的終端店鋪資源，利郎與柒牌已經(jīng)打下了牢固的市場(chǎng)根基，目前已將重心放到單店業(yè)績(jī)提升之上，從粗放式的發(fā)展轉(zhuǎn)向精益化的發(fā)展，這些都是基于當(dāng)時(shí)在正確的環(huán)境之下做了正確的事情!而到了現(xiàn)在，利郎和柒牌也都在重新升級(jí)圈地運(yùn)動(dòng)，變以往粗放式的發(fā)展為精益化的發(fā)展，不斷完善終端結(jié)構(gòu)，從以往單純的“多開店、開大店、開好店”轉(zhuǎn)變?yōu)椤岸ㄎ坏辍⒔M合店、聚焦店”，從而真正實(shí)現(xiàn)終端店鋪的良性發(fā)展!＜/p＞