Fighting and advancing in the sea of Commerce Gifted scholar In the face of countless honors, people must make persistent efforts, deepen reform, dare to innovate, grasp management, continuously improve product quality level and technological innovation capability, and give back more consumers with quality products and services.

Recently, according to Fujian The famous brand product evaluation procedure is evaluated by the provincial famous brand product evaluation committee. The gifted men's shirt is listed as "the famous brand product of Fujian in 2014" for its outstanding brand image, excellent product quality and excellent innovation ability.

The selection was organized by experts from the Fujian provincial quality and Technical Supervision Bureau's famous brand evaluation committee, and the certified brand names of Fujian have strict application conditions and harsh evaluation indicators. The honor was obtained by the authoritative department for reaffirmation of talented shirt products, as well as the excellent brand strength of gifted men's clothing.

In the past 32 years, gifted shirt has won the lead in the Chinese shirt Market. Chinese fine shirts "," consumer trustworthy products, "national quality supervision and spot checks superior products", "national inspection free products" and many other awards. The main product "collar embroidered shirt" has become a well-known single product series in the industry, which is favored by consumers.

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How many sub brands do we need for an online clothing brand to achieve tens of billions of dollars? Four or five or forty or fifty? Zhao Ying's judgment is the latter.

The formulation of "creating a fashion brand incubator platform" was officially announced by Zhao Yingguang in 2014. However, the deep underlying strategy, the Korean brand's way to run a multi brand business, has long been embedded in his mind.

Zhao Yingguang was sent to Korea by Shandong University after graduation from Shandong University, and has been working with Korean famous clothing companies for many years. "At that time, there were nearly 100 brands of clothing and love groups, including unformed entrepreneurial brands, and operated well."

After many exchanges, Zhao Yingguang came to the conclusion that a clothing company should be bigger and keep growing. Multi brand is the only way to go. After all, a brand can not occupy the position of all the people. In 2007, Zhao Yingguang returned to China to start his own business, registered more than 20 trademarks in one breath, and began to reserve for the future development of multi brands.

Under the multi brand strategy, there are different ways of playing. After returning home, Zhao Yingguang went through two major discussions in the domestic clothing business. First, can the Internet be able to produce the brand? This debate was gradually settled with the establishment of Taobao mall in 2008 and vigorously supporting the "Amoy brand". Two, how high is the ceiling of an Internet clothing brand? The consensus of the industry is: because there are a lot of personalized positioning, it is almost impossible for a single online brand to achieve tens of billions of yuan, its ceiling is far below the line, so the number of brands will increase significantly.

However, there are different opinions on the specific implementation of multi brands: first, each sub brand is completely independent, with a relatively low degree of correlation except for funds; the two is that the sub brands share the underlying infrastructure services, and their independence is limited. They are separated from each other on the product end and the marketing side, and the scale is relatively small.

Behind the two way of thinking is a different answer to a question: how many sub brands does an online clothing brand need to achieve tens of billions of dollars? Four or five or forty or fifty? Zhao Yingguang's judgment is the latter. "In 2014, the entire Internet market was gradually changing from an incremental market to a stock market. Especially in the garment industry with a relatively high maturity, the growth rate of several major brands has slowed down significantly, which means that the ceiling is within reach. It's about 1 billion yuan from women's wear. "

The strategy needs to be built from internal strength. In the first few years, Zhao Yingguang rarely mentioned many brands, only led the team to work hard to build the main brand. In 2011, the sales of Han Du Yi house achieved nearly 300 million yuan on the premise of profitability, and the single product whole operation system with the core of group system was also improving day by day.