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Hongdou: Pioneer Jing Xiaoli'S "Three Self And Six Modernization" Comfortable Men'S Clothing Has Great Prospects For Implementing The High-End Strategy

2023/2/14 11:53:00 123

Red Bean Group

Since the implementation of the high-end strategy of Red Bean Comfortable Men's Wear, "taking on a new look" has become the biggest feeling of consumers for the Red Bean brand. This feeling comes not only from the great innovation and online acceleration of Red Bean men's wear products, but also from the subversive upgrading and comfortable experience of offline stores.

"The high-end transformation of the brand, the upgrading of the channel layout structure is particularly important." In 2022, the team led by Jing Xiaoli, the deputy director of the first business department of Red Bean Chain, successfully laid out the high potential core business districts such as Zhongshan Road, Suning Plaza and Coastal City in Wuxi, and promoted the upgrading of the physical stores of Red Bean men's clothing. The customer price and the joint rate in Wuxi have all increased significantly. Jing Xiaoli was rated as a "high-end pioneer" in the theme activity of "promoting high-quality development with" three self and six modernizations "and striving to be a pioneer" carried out by Red Bean Group.

In the 2023 Spring Festival holiday, the flagship store of Red Bean Men's Wear, located in Zhongshan Road, Wuxi, was crowded with people, ushering in a sales boom. This store is the first super flagship store with a new image created by Red Bean Men's Wear, which is the first shot for the transformation of Red Bean Men's Wear channel.

"Wuxi Zhongshan Road has always been an irreplaceable central landmark. In addition, we have the resources of Red Bean Wanhua City. We hope to build a distinctive red bean men's clothing store here, which can deliver the concept of" comfort "in all dimensions." After determining the strategic deployment of starting from building a model market in Wuxi and driving the innovation of regional channels radiating Jiangsu and the whole country, Jing Xiaoli led the team in the preparations for the flagship store of Red Bean Menswear on Zhongshan Road.

How did the brand new flagship store become famous? Must be unique enough. For this reason, the project of Zhongshan Road Flagship Store specially entrusts Thomas, a famous French space designer, to create a 1000 square flagship store with a sense of independence and epoch-making "comfortable style" in combination with Chinese and Western cultures. The combination of exterior facades with a sense of creativity and design is unique in the whole industry and even in the country, and has become an eye-catching "punch in point" full of a sense of future and vitality on Wuxi Zhongshan Road.

"Integrating the channel layout and upgrading the store image. Focusing on the high potential business district and location is the core point for us to choose to enter." While preparing the flagship store on Zhongshan Road, Jing Xiaoli led the team to carry out several field visits to other high potential business districts and shopping centers in Wuxi, including investigating the business district area, measuring the business district passenger flow, analyzing the business district customer group A lot of work such as benchmarking the sales of brands to confirm whether they are stationed.

 

The high potential business circle often represents the consumption center of a city, and the core point of the core business circle is the place where big brands compete. "For example, Suning Store. After the flagship store on Zhongshan Road, we first locked the core location on the second floor of Wuxi Suning Plaza Store." Jing Xiaoli said that as the "golden area" of the shopping center, it is not easy to win. In order to let the other team know more about the brand and product positioning of Red Bean, Jing Xiaoli invited him to visit the flagship store of Red Bean men's wear, feel the new image and new products of Red Bean comfortable men's wear, and introduce the new brand strategy and transformation strategy in detail. After several rounds of consultation and discussion, it took more than 3 months to finally win the target store.

In 2022, Jing Xiaoli's team will focus on opening stores in Jiangsu, including 15 offline stores in Wuxi, including Wuxi Zhongshan Road flagship store, Wuxi Suning store, Wuxi Huiju No. 2 store, Wuxi Coastal City store, Wuxi Binhu Wanda store, Wuxi Yueshang Aolai store and other core stores in the core business district, forming a matrix in Wuxi, The new image, new products and new experience of Red Bean Comfortable Men's Wear brand will be comprehensively conveyed to consumers.

 

In the process of opening the store, Jing Xiaoli also participated in a series of work, such as the revision of the store design scheme, follow-up of the store decoration progress, planning of personnel and goods, and planning of opening activities, to constantly improve the vitality of offline stores, so that offline stores echo online, maximize brand communication and sales, and better promote the high-end of Red Bean men's clothing.

"You have opened two stores in Huiju. Is this an upgraded boutique? Red bean products have changed a lot and become foreign." "I saw your advertisement in the elevator of our community. Today, I came to the downtown and just came in to have a look. Things are really good"... Good products, good store experience, rising popularity of new and old members, and brand awareness of red bean The recognition degree and market performance of the products will then reach a new level. In 2022, the sales of red bean zero sense comfortable shirts exceeded 300000, attracting a large number of young users. At the same time, the unit price of passengers, joint rate and unit price of parts in Wuxi increased by more than 60%.

At the same time, through multi-channel communication, the brand power of red beans has also been rapidly improved. In 2022, the team will put pictures of red bean men's clothes on many outdoor screens in Wuxi, Zhongshan Road subway station and other places, to promote "men's clothes are more comfortable, wear red bean". In March, we invited stars such as Qi Wei and Luo Yonghao to endorse the comfortable shirt of Zero Sense, and in September, we invited international model Jin Dachuan to walk on the London show. In 2022, brand communication will be carried out with more than 2 billion exposures to promote high-end upgrading.

"Responding to the call of the country for high-quality development is also to realize the new positioning of Red Bean men's wear in consumers' perception. The high-end brand is to upgrade comprehensively in multiple dimensions to meet consumers' yearning for a better life." Jing Xiaoli said that in 2023, Red Bean men's wear will unswervingly promote the high-end based on the priority of "comfort series leading, effective management", We will continue to stand in the perspective of consumers, bring consumers the ultimate comfortable products and experience, and let more people wear luxury comfortable men's clothing.

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