In the context of consumption upgrading, the revival of the national tide and the counterattack of domestic products have also injected new vitality into the knitting industry. In 2020, the opening of the 5G era brought new opportunities and development opportunities for knitting enterprises and national tide brands. As a time-honored brand in the cashmere industry, Saussurea involucrata, in the critical period of transformation and upgrading of the knitting industry, takes full account of the actual demand of the market, and promptly adjusts the brand management strategy, which provides a powerful creative inspiration for the upgrading of the industry. Lining and Jordan have many advantages in professional sports and fashion trends. Recently, China textile daily reporter focused on consumers' general interest. Why does the national tide win consumer confidence? And other topics, interviewed several companies responsible person, listen to what they say.
Creating "IP" has become an important track.
Unlike traditional Chinese products, the "national tide" is a new fashion created by the trend culture and traditional culture that young people like to overlook. In view of the market, such a new trend has brought about two major changes to the current consumer market: the traditional old brand has gained a new vitality by combining with the aesthetic and trend of the young people; many new local brands have rapidly improved their brand sales by catching the preferences of young consumers. and Lining and Jordan The local sports brand is the typical representative of the latter. In the new era of "awakening of the national tide", how to attract young people's eyeballs with unique design in the face of personalized consumer market? How to give full play to the brand's manufacturing advantages? How can technology empower fashion to guide the current consumption trend?
For a long time, the Lining brand has focused on professional sports and sports trend culture for a long time. With the demand of consumers as its core, efforts have been made to create the Lining experience value of "product experience", "sports experience" and "purchase experience". In recent years, the Lining brand has reached the stage of the international fashion week for the 4 time: the 2018 autumn winter series is the first fashion show in New York fashion week; the 2019 spring summer series is the first time to enter the Paris fashion week; the 2019 autumn winter series goes to New York Fashion Week again; the 2020 spring summer series is once again unveiled in Paris fashion week. Lining not only displayed the beauty of Chinese culture with a brand-new brand image, but also promoted the rapid growth of his performance. In 2018, after the first billion billion yuan in 2018, revenue grew at its highest level for 10 years in the first half of 2019. In 2019, Lining also held the "Lining Cup" Chinese fashion sportswear design competition with the China knitwear industry association. The contest is a new window to show Lining's brand creativity and spiritual heritage, and achieve the promise of "everything is possible".
Hong Yuru, vice president of Lining group It is said that in recent years, more young people have realized the subtlety of Chinese culture through cultural exchanges. As a Chinese brand that has been developing for 30 years, Lining brand will stick to its original intention and create more original products that bear the core of Chinese culture and promote the inheritance and innovation of Chinese culture.
In recent years, Jordan sports brand has also stepped up the road of remolding in the future. In October 27, 2019, at the 2020 spring summer series of China International Fashion Week, Jordan sports again welcomed the new trend of fashion movement, showing the latest products of its high-end series "Jordan quality dryness". The press conference was jointly created by Jordan sports and internationally renowned fashion designer Tim Kopang. The product trend and new trend of Jordan sports future products were interpreted with the products of the futuristic and technological sense of functional clothing, the 3D running shoes of innovative technology, and the "no 010" products.
Jordan, deputy general manager of sports Limited by Share Ltd, Lin Yun Jordan's "dryness" is a reflection of young people's attitude. It also represents the brand's desire to attract new generation of consumer groups, so as to produce more communication and hope with them. Focusing on quality and technological innovation is the core concept of Jordan sports. Jordan's quality is the basis of quality. As a high-ranking product series of Jordan sports, he will uphold the consistent commitment of Jordan sports to the market. "Through cooperation with Tim Kopang, we look forward to providing quality products that are worthy of consumer love and trust. In 2020, we will usher in the 20th anniversary of brand creation. Jordan sports will continue to focus on originality, quality and technological innovation, injecting professionalism and mobility to create more exciting future. Lin Yun said.
Old brand seeks innovation and understands consumers better.
Under the background of globalized economic trend integration, many foreign brands and old brand brands are lost or lost forever in the transformation of foreign brands, and few of them can span 100 years.
In the sixteenth world brand conference held this year, the analysis report of China's 500 most valuable brands released by the world brand laboratory in 2019 pointed out that Snow lotus ranked 336 on the brand value of 15 billion 87 million yuan, an increase of 23.3% compared with the same result last year.
As a time-honored brand in the cashmere industry, the brand of Saussurea has not grown all the way in the past hundred years. The predecessor of Saussurea involucrata was "Ren Li Shang", founded in 1919. In 1964, because of the key technologies and equipment such as cashmere carding, new breakthroughs in cashmere sweater were achieved for new China. In 1965, the "Snow Lotus" trademark was registered successfully, and its cashmere sweater products are exclusively for foreign markets. In the late 80s of last century, the management of Saussurea involucrata also suffered losses. Following the pace of Beijing's industrial adjustment, in 2004, Saussurea moved to the Daxing Ying Hai Industrial Park and completed the upgrading of the modern industrial chain. Beginning in 2014, in order to meet the market operation needs of the brand, Saussurea group proposed the cashmere fashion industry group strategy. With the help of "brand operation, cultural creativity, science and technology service", the three main business segments were transformed from "Cashmere single product" to "cashmere as the core material of the whole category knitting brand", and at the same time, a multi brand collaborative brand cluster was formed.
Why does Saussurea increase consumer enthusiasm for its consumption? In recent years, the brand of Saussurea, such as advanced customization, trousers and women's clothing, should begin to form a brand cluster according to the needs of the domestic market, facing the needs of customers and scenes gradually subdivided, and giving play to the advantage of precise coverage. Among them, Saussurea, as the representative brand of the highest level of design and craft of Saussurea, became the first Chinese cashmere brand in the world to become the first Chinese brand in Paris in 2017.
Since the remodeling of the brand, Saussurea has provided the classic knitted whole category business leisure and home life products for consumers. It has become the representative brand of constructing a natural, healthy, elegant and comfortable life style, and is deeply loved by current consumers. Since 2016, Saussurea has been in the 4 year of Beijing fashion week opening and closing ceremonies, releasing the fashion trend of cashmere knitting. In October 2016, the "snow lotus Ren Li fashion workshop" was officially unveiled, which promoted the inheritance and promotion of our excellent handicrafts and culture, and enabled cultural creativity to constantly embody brand development.
Meng Ze, party secretary and chairman of Saussurea group In the future, Saussurea group will also cooperate with a series of long-term plans to make the layout of the fine and strong cashmere fashion knitting industry and the cashmere value network, and strive to boost the culture to touch every minute link and subdivision level of the enterprise, and through the product, service, management and staff line to cultivate the cultural strength of the enterprise, and make the new prologue of weaving the next century legend with the innovative way. "In the future, we have reason to believe that the continuous innovation of Saussurea may be the next wave of popular pursuit.