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American Pformation Marketing To Reshape Brand Image

2013/11/7 20:48:00 32

from the second half of 2012, the United States began to reform costumes, trying to reshape the company and brand image from four aspects: organization structure, product development, supply chain and store image.

Last year's results were presented this year.

Zhou Chengjian has been very busy recently, from Xiamen to Chengdu, Hangzhou, and then to Guangzhou, every new concept store's opening scene can see him.

At the launching ceremony of the O2O strategy, Zhou Chengjian and CIO Min Jie (left) and vice president Liu Yi (right) together lit up the crystal ball with three hands.

October 16th, he appeared again in Beijing.

The US media held a media review at a cafe.

This activity is recommended for its new product, new calorie nano cashmere.

Zhou Chengjian, chairman of the board, changed into an orange velvet vest before the start of the event, which is fashionable and vibrant, completely unlike fifty.

"I want to share with you some of my recent thoughts."

To come straight to the point, Zhou Chengjian did not shy away from the confusion and quietness of the past, and the revive after quietness.

strong > product, or product /p >

October 14th, the United States and costumes costumes, closed up 9.73%; the next day, the United States and costumes again impact on the stock market, stock prices also hit a new high in the past six months.

this is undoubtedly a good news for us state clothing which has been declining for a long time in the past year. Zhou Chengjian mentioned this on the 16 day's tasting meeting and said with a smile: "I don't know why."

In the industry view, this is obviously related to the recent launch of the new products and the upgrading of the store image.

Last year's results were presented this year.

experienced personnel turbulence in 2012. In 2013, the new management team of American Apparel has been basically in place.

"The company's organizational structure is pformed from vertical brand division to horizontal functional management."

Zhou Chengjian said that the company has introduced international high-end talent, product design will focus on the introduction of foreign talent, such as the design director from France, while the operation team chose those "trained by the globalization of Chinese".

Zhou Chengjian should refer to Lin Haizhou, Gui Meiping, Min Jie and others.

Lin Haizhou once served as deputy director of product supply department of P & G Greater China. He has 18 years experience in foreign enterprises. He takes charge of the integrated supply chain management of MB and MC, which is conducive to cost saving. Gui Ping is the former Bayer senior executive. Now he is the director of human resources in the United States of America. Min Jie, the head of the former electricity supplier (former director of the Bon electric business and the director of Taiping bird electric business) has also returned to the electricity supplier business in the near future.

So far, management turnover was basically completed in 2013.

"they are well versed in the rules of the game under the globalized environment."

Zhou Chengjian said that the company will take the product as the core to promote pformation in the future.

This fall, the United States launched a new energy technology velvet, which is called the first generation of Zhou Chengjian technology innovation products.

It not only has the same warmth retention property of feather and down products, but also has the characteristics of no heat and no change in damp environment.

and the "new heat nano velvet" is the second generation of science and technology innovation products of the United States. The product is filled with "nano coffee carbon fiber" as an environmental protection technology material, which can rapidly accumulate thermal energy from the external radiation during the daily wear process, and uses the patented windbreak fabric to match the fashion design, forming a group of colourful and fashionable products that can generate heat from themselves.

after the first generation of technology velvet was listed, some people thought that it would help us bang in the second half of the year. However, some people think that the new product "needs to undergo the test of time and market, and it is hard to bring benefits to us in the short term".

"may not immediately bring about changes in performance, but it creates a way of upgrading and upgrading for the United States and the United States, and it will lead the United States to a larger space and stage."

Zhou Chengjian obviously has high hopes for the series of functional fabrics.

In addition to "globalization", Zhou Chengjian often refers to another word "Internet", which is the logic behind the launch of the new products.

> "deep category operation and personalized choice," Zhou Chengjian said. "The Internet is not equal to electronic commerce. The Internet is subverting the traditional industries with asymmetric information. However, the traditional industries have not been replaced, but they will better serve the traditional industries.

We will understand the Internet more deeply, apply the logic of the Internet to product strategy, fully study the personalized needs of consumers, and provide consumers with deep personalized products. Taking a size as an example, we may launch three different versions to meet the best wear needs of different body consumers.

The launch of the "new calorie nano velvet" is also hoping to give consumers a new choice, which is half the price of down products, so that this new product has higher cost performance and stronger competitiveness.

focusing on the 18~25 year old crowd, this is its age positioning. Now, Zhou Chengjian is trying to make American bond clothing out of this frame.

"Digging deeper and exceeding consumer demand will make the market bigger and bigger.

Using yesterday's method to operate today's market has been unable to work. Without breakthrough, it can only linger around 10 billion yuan or even retreat.

one store one story > /strong > /p >

In the second half of 2012, Zhou Chengjian lived in Chengdu for about half a month. P

When chatting with the people in the alley and experiencing their leisure life, he was very interested in wide narrow alleys and narrow lanes.

A year later, "Kuan Alley and Zhai Alley" became the style of the southwest flagship store in the United States.

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< --EndFragment-- > this flagship store in Chengdu new century global center has adopted a large number of wooden structures. The Chinese classical style of design runs through the interior design style of the shop, breaking through the blue and white style of the Baron shop.

In addition to a more life style clothing display match, the store is also equipped with a large number of humanities living environment, old life home, flowers and plants, etc., for each region's display with a distinct Chengdu style.

"after one month's opening up, our flat effect is better than that of a fast fashion brand with better location on the same floor."

Zhou Chengjian said.

"One shop, one story, one city, one culture" is the new concept proposed by Smith Barney in the store image.

In October 13th, the flagship shop of Guangzhou Beijing Road, which was the main "Flower City", was reopened after the upgrade of the flagship shop of the Beijing road.

This is the fifth experience store in China after the concept of Xiamen Minnan customs, Chengdu Kuan Alley and Zhai Alley and Hangzhou central station.

Among them, the Yanqing store in Hangzhou is the "most beautiful family" in Zhou Chengjian's heart, because there is a memory that he struggled when he was young.

Is it so difficult to O2O? /p >

"P," the new heat nano velvet jacket on the tag, "state purchase network synchronization sales" hints undoubtedly convey the intention of the United States and the United States to dress up online and offline channels.

October 28th, the unopened five floor of the flagship store in Yanqing, Hangzhou, opened the mystery. The United States held a O2O strategic launching ceremony here, to show its O2O concept and practice to nearly 200 guests who came to visit, announcing many breakthroughs in the Internet, including the intercommunication, interaction and interconnection between e-commerce channel and the offline channel and the three party partners, and initially realized the integration and docking of passenger flow, logistics and capital flow.

the flagship store in Yanqing, Hangzhou is known as the O2O pioneer laboratory in the interior of the company.

The United States team's "complete system thinking" was initially tried in the flagship store of Yanqing, which fully realized the combination of membership, payment and life style.

BPN returned to the listed companies to create a possibility for online and offline interchanges under the "a href=" //www.sjfzxm.com/news/index_c.asp "mus Bon Wei" /a.

LOGO, which is widely seen in the promotional materials, represents the two channels of interoperability between e-commerce and physical stores. The mobile phone scanning two-dimensional code directly selects the products from the State purchasing network, providing new choices for consumers.

"If you want to continue shopping and do not want to carry the clothes purchased in the store, you can place a color size in the store and place it directly in the state purchase network, and send it to your home at home. If you originally placed your order in Bong, the offline store would also become a customer pick up point for online orders."

The staff briefed reporters about the convenience brought about after interworking.

Less than P, and in terms of interaction, the newly upgraded shops of Muse bond have brought new experiences to consumers.

According to the introduction, the newly upgraded Metersbonwe Yanqing store in Hangzhou, you will see the consumption experience of all kinds of life scenes: book bar, coffee bar, DIY accessories area, fashion MTEE, dress Museum, etc., imagine sitting in the open cafe bar chair in the winter afternoon, drinking a warm cappuccino, opening the mobile phone to access the free WIFI covering the whole store, logging on to the State purchasing platform, consulting the shops, recommending goods, checking the stock on the product line and buying, making an appointment through the mobile phone terminal, and having the shop assistants complete the matching of clothes, and instantly enjoy the fitting service.

All this is perfectly presented at the Metersbonwe store in Yanqing, Hangzhou.

The diversified, multi-point and multi angle interaction between consumers and stores can bring real traffic to BPO.

finally, in the cash register, consumers can choose to use online and offline payment forms, and really enjoy the convenience brought by the integration of offline purchase and online payment.

It is reported that at present, the United States mainly introduced Alipay, Tencent micro life and other mainstream Internet service providers.

In the future, Metersbonwe, as a vertical and open platform, will explore more forms of Internet experience with other third party providers.

At the same time, the member system based on State purchasing members, store VIP members, and members of the United States from the Tencent micro life platform and the Alipay public account platform has also become an important foundation for the United States O2O P.

According to the introduction, in the past 2 months, in the Limited shop test, the United States and other third party platform member system has already obtained more than 500 thousand new members, the growth rate of their members, paction volume and repeat purchase rate are all uplifting.

repeat the Internet tailoring at the time /p >

when everyone is concerned about the "a href=" //www.sjfzxm.com/news/index_c.asp "Internet < /a", Zhou Chengjian is still concerned about the physical store, thinking about how to use the Internet to achieve a breakthrough in the physical store.

"We will seize the opportunity of the three dollar integration, utilize the existing channel resources, franchisee resources, supplier resources and brand assets to innovate pformation and dig deep potential, so the company will usher in a brand new era."

Zhou Chengjian said.

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P, --EndFragment--! Over the past few months, the United States has made an attempt on new products: as long as the order is placed on Bong, the final destination will be the performance appraisal.

"If the receiving place is a franchisee, then the performance will be divided by the franchisee, which may earn 10%~20% income.

If it is straight, it is divided by a direct company.

In this way, we will mobilize everyone's enthusiasm and show our online and offline interaction experience.

Zhou Chengjian explained.

China's apparel market has achieved full coverage from the first tier cities to the four line cities.

"The more than 5000 shop is our logistics platform, and also the warehouse of consumers.

Now, we have to dig out the potential. The original shop may be a static store. Now, besides selling functions, we need to give shops more functions.

For example, the consumer's experience function, the brand's dissemination function, the consumer's goods storage, and the scattered function of the sales.

Zhou Chengjian believes that these are purely Internet companies can not do, but also the United States can play the role of the director.

in fact, Zhou Chengjian's dream of Internet tailoring was put forward in 2010. At that time, he discussed with other members of the team how to make the entity store interact with the electronic business platform to integrate experience.

The state purchase network was born in this context.

"P >" but at that time the internal and external environment was not yet mature, so we developed the e-commerce business independently. After 3 years of exploration and cultivation, the operation and operation of BNN gradually became stable, and formed a certain scale of consumer groups. This laid the foundation for the O2O strategy of the United States and Bon apparel.

Through several years of accumulation and reflection, I now understand my dream of subconscious, how to think more systematically and pform it into executive strategy and action plan.

Zhou Chengjian believes that great changes have taken place in today's environment. The return of BPO, the upgrading of physical stores, and the support of big data show that the O2O strategy of the United States has been in the right place.

P, of course, his Internet tailoring dream is not limited to product sales.

"We are subverting the organizational culture with the highest decision-makers at the core and establishing an organizational culture centered on product users.

This is what we have done in the past for some time around the dream of Internet tailoring.

"Zhou Chengjian said.

Zhou Chengjian's view .

China's clothing market is still dominated by foreign brands, but 3 years later, it must be the dominant market of Chinese brands.

I used to call myself a little tailor. I am not a modest person, nor are I conceited.

The tailor pursues perfection and can resist loneliness and temptation.

Traditional industries are not catalyzed by capital. They are made by one needle.

The Internet subversion is the business mode of information asymmetry. Globalization is the subversion of technology. P

The retail industry is facing big challenges and will give up without conviction.

How do you persist when the society is disappointed or distrusted? For 18 years, we have been insisting whether it is being given opportunities by society or abandoned by society.

Confidence gives me all strength.

innovation and pformation in new business environment. Innovation is not a break from the four old, but a tool to persevere in digging value for consumers.

Transformation is not a tenant for changing birds, it should be constantly self subversion of the inherent behavior and business ideas, and unremitting efforts to find a way to adapt to future business ideas of behavior patterns. Under the new business environment, it is more necessary to return to the ID, focus on self professional and love cause, and use the global perspective, the Internet perspective innovation pformation to highlight the new competitiveness.

for competitive sports, only Olympians and non Olympic athletes are selected or eliminated.

Our match is against our opponents, but in the end we play against ourselves.

We need to constantly train ourselves, challenge ourselves, break through ourselves, surpass ourselves, create records, and break records.

In repeated repetitions, keep the passion and effort that you want to do better.

"new concept shop" is a traditional tailoring life, serving the world's big market.

With fun products and practical props, surpass the traditional shopping environment.

This is beyond the Internet. "

Zhou Chengjian said, "new concept stores are loved and appreciated by customers everywhere, and old customers find that the United States has changed."

Zhou Chengjian stressed that although the shop styles of different city concept shops are different, their attitude and brand spirit will not be changed. They will be borrowed from the city's cultural performing products and brand spirit.

"Technology and hardware are unified, but soft culture is innovative."

"At present, all cities in the provincial capital level are direct battalions. We will first upgrade the direct stores, and then join the stores.

The future must be highly consistent. "

Zhou Chengjian said.

at present, the number of new concept stores accounts for only 0.5% of the 5000 shops in the country. It is impossible to change people's original impression of the United States.

The upgrading of shops will be gradually promoted after 2014, and 100 shops with experience functions will be built above the provincial capital cities.

> a href= "//www.sjfzxm.com/news/index_c.asp" > Zhou Chengjian < /a > said that the new experiential shop is mainly based on the upgrading and upgrading of the old shops, and the total number of stores has not increased. It will show a structural adjustment. "We will not open the shop as high as it used to be. Every shop will have its own story.

The cost of store upgrading is not high, the key is design.