Annunciation: Creating a Brand of Home-Rise Brands

With the proliferation of fake foreign brands, many apparel brands hope to hang out with foreign brands, but the Annunciation has always been upholding the banner of national brands, and “building an international brand with national characteristics” is the wish of the newspapers and birds. China Elements, festive culture, which makes the good news bird in the field of men's clothing unique.

Inject Chinese elements into suit culture

In order to create an international brand image with national characteristics, the terminal stores will naturally bear the brunt of it. In the launch of the flagship store and landscape shop project, the Annunciation highlighted the Chinese elements in details such as the Chinese lattice window and the cloisonne porcelain plate display. "A lot of designs we have applied for patents, which is very difficult to be counterfeited." Said Liu Huajun, head of the Annunciation Marketing Department. In fact, it is difficult to be counterfeited. In addition to the factors that have already applied for patents, it would be unreasonable to place the details closely related to the Annunciation style in other places.

In addition to the display of national features in the terminal, it is also reflected in the research and development of the product: it is more suitable for the Chinese version development, and more Chinese elements are used. All this was reported in the 2005 Anniversary of the "Tiancui Lixiang" brand in Dunhuang. At the concept conference, it was reflected most vividly. This large-scale press conference, based on the use of international performance techniques, highlighted the charm of oriental culture and opened a prelude to the creation of the garment industry from China to China. According to the current trend in the men's clothing market, Baoxi has adjusted its product structure, focusing more on product serialization development and serialization and matching. When customers enter the Anniversary Bird Store, they will feel that the theme of the season is very obvious, while the window display, store display, Advertising campaigns are all based on the theme. The theme of the season continues to attract customers to the store, and enjoys the brand culture of the Anniversary Birds' “Eastern Charm” and “Antiquity New Law”.

In China, "Fu, Lu, Shou and Xi" are all expected by all. Therefore, the importance of "Xi" in traditional culture can be seen. With the development of the times, the progress of society and the continuous progress of human civilization. Hi words have been given new meaning. At present, the 2008 Olympic Games, the 2010 World Expo, and so on, have all provided new opportunities for the development of our country, nation and the world. This is a national joy and a personal joy. Since ancient times, people in China have had a tradition of “wearing a happy event and wearing new clothes”, and auspiciousness and festivity are one of the brand experiences that the Anniversary Bird has given to customers. The representative festivity culture is even more unique in Chinese suits. As a clothing brand inheriting the Chinese hi culture, the Annunciation Bird has already had a distinctly festive feeling from the brand name. His noble, elegant and exquisite brand style is all about the performance of the Chinese hi culture. In order to convey the joyous culture and better integrate tradition and modernity, Xi'an Xinniao inherits the original brand characteristics, and through a series of promotional activities, it injects new connotations into the Xi culture, and also promotes the company’s corporate culture and brand. The characteristics are passed to consumers, deepening consumers' brand image and brand loyalty.

In weddings where festivities are most needed, if a friend gives the groom a suit and communicates well with the master of ceremonies, the master of ceremonies sends the gratitude for the gratitude of the swanbird. This method has already begun in some areas. In addition, the Anniversary Birds also paid attention to the students of the college entrance examination. In Wenzhou, where the students of Tsinghua University and Peking University study, the Annunciation can tailor a set of suits for free. "These are just a few aspects of the festive culture. With regard to the festivity culture, we are still further researching and we hope to find out more."

Do not discount brand reputation

In addition to the Chinese elements, not discounting is also one of the characteristics of the Good Bird brand. Since the Announcement of the Violet Bird has been implementing the principle of not discounting, the market strategy of not discounting has also conformed to the characteristics of China's human nature. Many people like to send a Saint Angelo's shopping card as a gift, because its clothes will never be devalued. The price of a suit of a saintly bird is relatively high compared to other brands in China. The lowest price is more than 2,000 yuan and the highest price is more than 10,000. Liu Huajun mentioned that some suits that look like foreign brands may have price targets. Very high, in the discount sale, so that consumers have the illusion of such a comparative value, but the Annunciation will not do so, the price means its value. Never discounting is a commitment to the customer to report to the company. This commitment also means the promise of brand value. The experience of Baoxi brand to consumers is high quality, high quality service, fashionable design, and good luck. This is also the basis for us not to discount.

Never discounting is simple, long-term adherence is a complex system project, how to increase the production and sales rate, reduce inventory, the company's various departments are working hard on this goal. Also considering the promise of not discounting, the Annunciation brand rarely buys. "In order to maintain our brand image, we actually gave up a lot of things."

In the interview, Liu Huajun told something very interesting. When he was on a business trip, he heard the conversation between the two people at the airport. One person showed the other person the suit of the Annunciation Bird and he told them the clothes. price. Liu Huajun naturally understands the actual price of the suit. He finds that this person intends to show off his friends and raise the price. This incident made him feel deeply because he realized that the Annunciation could give people not just a piece of clothing, but a feeling and identity symbol. At the same time, he also understood more about people's emphasis on clothing brands.

Not discounting does not mean that any promotional activities will not be done. The Anniversary Bird will develop gifts that match its brand positioning every quarter. At the same time, according to VIP customer information, send greetings and flowers on holidays and birthdays. The difference in target customers determines the different marketing methods. “Our brand positioning is a middle-aged 30 to 50-year-old. Our consumer group is a successful man who is determined to make progress, extraordinary vitality, and enjoy life. They will not care about a small amount of money saved by discounts, but pay more attention to the psychological level. Liu Huajun said that at present, Baoxiu has devoted great attention to the maintenance of VIP customers. The Xinxiu VIP Club is one of the main projects of the Comic Bird CRM system and is a one-to-one communication and family-friendly service between the brand and consumers. Organizations, based on loyal customers who serve newspapers and birds, are both commercial clubs. Honored membership, not only can enjoy the noble treatment, can still enjoy quality services. At present, Baoxi Bird has set up Baoxi Bird VIP Room in Shenyang, Hangzhou, Dalian and other airports. People with Baoxi Bird VIP card do not need to wait in line at the airport, there is a special newspaper VIP bird VIP room can tea, Internet access, and a special car to send customers On the plane, this has also been implemented in other industries in China, but it is still the first in the clothing industry. “This is a value-added service. The homogenization of clothing is very serious. Good news is sold well. People can buy back a few copies and follow the orders immediately. Only through a series of value-added services can they open up the gap with other companies.” Of course, the value-added services of Baoxi Bird are not only reflected in the VIP room. The VIP customers of Shengxi Bird also have the opportunity to obtain outbound travel opportunities organized by the club and have the opportunity to participate in club fashion activities such as: star exchange, business elite cocktail party, VIP fashion salon. , Annunciation Spokesman concerts and other activities. As the saying goes, “Climbing can only be a long-term, glorious party is noble”.

Field experience closer to the agent

Currently, the terminal of Shengao Bird is mainly operated by franchisees. The Annunciation has three levels of training for franchisees: the first is a large-scale national training once a year, and the local franchisees and outstanding store managers are concentrated in the company's training; the second is organized twice a year (spring, summer, autumn and winter) by the company. The six regional tour training; Third, the provincial supervision office manager each year three or four targeted training for each outlet.

Franchisees pay attention to the immediate interests, and the company pays more attention to long-term interests. This is a contradiction in the franchise system. However, the most fundamental issue is the concept change. The effect that can be achieved through pure training is not obvious. It is to organize franchisees to visit the best-selling stores around the world. The franchisees and store managers introduce their experiences and experience their services. “The experience on the ground is much better than the verbal introduction. Before the company asked the franchisee to do something, they would resist feeling that they had done a good job and did not need to improve, but after the visit, these agents The Chamber of Commerce automatically organizes meetings to study the causes and experiences of the successful shops, and after going back, they actively renovate the stores and improve the quality of service, and actively ask the company to send people to guide them. Through such activities, the company and its franchisees have been able to make concerted efforts to truly achieve this goal. "Perseverance creates a brand, concentric to win the future."

Please celebrity endorsement can not be done once and for all

The Annunciation was the first domestic menswear company to invite celebrities as endorsers, and it also aroused the attention of its peers. Looking at the men's clothing brands that are slightly famous in China, the celebrity endorsement has become almost a must-have marketing method. Pay attention to signs and print media. Men's advertisements are overwhelming, and Hong Kong, Taiwan, mainland male singers and movie stars occupy the attention of people. However, it is also the case that stars are invited to speak as endorsements. Instead of just shooting a print advertisement, the Annunciation Team combines activities to form an interactive event that narrows the distance between consumers and consumers. When he first invited Dawa to speak on behalf of the company, Annals invited him to conduct annual inspections: signing in the store, face-to-face contact with customers, and posing with VIP customers. Ren Dahua has to go many years in one year and has almost visited all the outlets of the Anniversary of the Annunciation. Together with the large-scale propaganda of the local media and subsequent follow-up reports, the promotional activities that have been carried out in recent years have achieved unexpected results.

“Ten years have passed. The original 30-year-old customer has reached the age of 40, and the 20-year-old has reached the age of 30 and become our new target customers. Their thoughts and preferences are different from those of the previous target customers.” Taking into account the changes in target customers, Baoxi Bird hired a new brand spokesperson Ren Xianqi. On the day of the 10th Anniversary of the Anniversary of the Anniversary of the Year of the Birds, we cooperated with the same song and successfully held the "Same Song, Meet the Anniversary of Shengxiong Qi (Wenzhou) Concert". Since then, seven to eight concerts have been held throughout the country, and concert tickets will not be sold externally. Instead, they will be presented to VIP customers at the terminal store. In addition, while continuing to carry out Ren Xianqi's patrolling shop activities, the Annunciation also combined Ren Xianqi's patrol shop with Neilon's chief Italian craftsman, Neria, to personalize clothes. During the inspection tour, the customers can not only obtain the same services as Ren Xianqi. Meetings, photo opportunities, but also received from Italy's Annunciation Chief Technician Neria personally tailored clothes.