Wei Peng brilliant twenty-four achievements contained in the cowboy benchmark brand

With the financial tsunami in the global Man Yan, the global economic development rate has gradually slowed down, and the Chinese economy, which is dominated by manufacturing industries, has also experienced strong impacts, especially in the textile and clothing industry. Many people in the industry think that 2009 is the winter of the garment industry, 2009 The clothing brand will be cleaned automatically. Faced with such a harsh market environment, how should clothing brands deal with shrinking markets brought about by the financial crisis: a contraction-based marketing strategy? Still in the downturn of the market, "find the opportunity" to seize the opportunity to create a new world? With this question, we interviewed Wei Peng, the benchmark brand of the Chinese jeans industry. We hope that some of Wei Peng's marketing strategies can bring us new inspiration!

Brilliant twenty-four years, achievements cowboy benchmark brand

Wei Peng was registered in 1985. After 24 years of unremitting efforts and development by Wei Pengren, Wei Peng achieved a position as a benchmark brand in the jeans industry. He had the highest market share in the domestic market for 13 consecutive years and enjoyed the reputation of “Chinese cowboy king”. In view of this, in order to guide the healthy development of the denim industry, the China Fashion Designers Association has passed various layers of screening in the domestic brands, and finally selected "Wei Peng" to transform Wei Peng's advocacy for the Chinese native cowboy cultural life into various industries. The benchmarking experience of brand learning, from 2003 onwards, has allowed Wei Peng to represent fashion trends on behalf of the Chinese denim industry each year. This further established the position of "Wei Peng" in China's jeans brand.

In 24 years, along the way, Wei Peng made great contributions to the Chinese cowboy industry, and also showed the style of the Wei Peng king: publishing Chinese cowboy fashion trends, leading the development direction of the Chinese cowboy industry; holding "China cowboy design contest" , Excavating new and cutting-edge designers in the industry and promoting the cultivation of industry talents; Introducing the classic WP1117 section of the industry, becoming the classic version of Chinese cowboys, competing with Levi's 501, 606 and LEE 101, 301.

In 24 years, along the way, Wei Peng can be said to be infinitely brilliant and brilliant. Not only has he won the leading brand of the major commodities (jeans clothing) in key shopping malls for many years in a row, but he has also won the favor of DuPont and has forged a strategic cooperation between the two parties. . Especially in the face of the economic environment and the market downturn in 2009, the Wei Peng brand vigorously implemented the three major projects of branding, marketing and products, and enhanced its ability to resist risks and economic crisis by changing its corporate strategy.

Repositioning the brand, setting off a new cowboy revolution

In 2008, when the global financial crisis broke out, the global economy entered a period of weakness, and China’s textile and apparel industries, which have become unstable, were the first to bear the brunt of the difficulties. According to statistics, in 2008, thousands of textile and garment enterprises in China closed down. Many small and medium-sized brands have withdrawn from the market due to their own corporate strength and lack of brand integration. Strong brands can withstand this crisis, for example, Wei Peng, he has 24 years of brand influence, 24 years of brand operation system; strong self-supporting capacity, nearly a thousand retail stores, and the strength of the Hengwei Group backed.
However, in the face of the crisis that swept through, how did Wei Peng continue to strengthen his capabilities? The change in the brand strategy made by Wei Peng, the head of Wei Peng, and his team, may have given us some answers.

In the past six months, Wei Peng made use of a professional and authoritative research structure to perform two tasks: “Investigation of the Chinese market and the study of the Chinese consumer ideology”. At the end of 2008, it began to implement the "change" strategy for the brand, and "change" as the core idea of ​​Wei Peng brand repositioning. Wei Peng implemented the brand project and upgraded the brand.

Wei Peng followed the rules of brand building of “taking it, getting it, taking it, getting it down”, based on scientific research, systematically repositioning the brand and defining the consumer group as “young middle-aged person”. Because middle-aged people want to wear cowboys, there are nothing more than two mentalities. One is that the original attitude is very young, and the other is to hope that they look young. According to this consumption ideology of consumer groups, combined with the trend of Chinese culture, Wei Peng puts forward the brand new position of “Wei Peng Business Travel Cowboy” and tries its best to create a Chinese cowboy business travel culture. In the product line, Wei Peng’s “travel” is light. "Business" mainly focuses on lifestyle, leisure, and fashion sports and leisure. It is assisted by business and leisure. It is intended to convey to consumers a "live and exciting" brand culture and connotation; to guide consumers to a sense of relaxation and relaxation. Lifestyle; Let "young middle-aged people" know how to choose between facing various social and family responsibilities.

To understand how to choose, we must learn how to choose. Take loose and tight - relaxation is the best life, know how to grasp the family life and social responsibility, know how to find their own coordinates in the family, society ..., these are the "Wei Peng business cowboy" A lifestyle and attitude communicated to the consumer group.

[Reporter's Analysis]

The concept of "Wei Peng Business Travel Cowboy" is the performance of Wei Peng's brand differentiation strategy and is also the result of Wei Peng's insight into consumer ideology. This shows that the repositioning of the Wei Peng brand is based on scientific and detailed data. It can provide a solid foundation for Wei Peng's development, and it can also provide strong protection for Wei Peng's resistance to market risks in 2009. It can also provide a guarantee for our jeans industry. Even the apparel industry brands provide a reference to the operation.