In recent years, the economic downturn has been sluggish, the overall performance of the apparel industry has declined, and the clothing enterprises have had a lot of difficulties in their operation. The down apparel category is even worse. On April 15th, the old down jacket Xi Lanya went against the trend, but the sample test turned into a proxy mad rush, isn’t the down jacket being ruthlessly hit into the “cold palace†by the clothing market? What is the reason for Xilanya’s national powers to be robbed in two days? The reporter of China Fashion Network had the honor to interview Mr. Yang Zhen, the general manager of Xilanya, to unveil the mysterious veil of Xilanya.
The old-fashioned down Xi Lanya rises against the trend and leads the new fashion of down brand
When talking about why the market contraction adjustment was made in 2014 when the performance of down jackets was seriously declining, “Xi Lanya should be responsible to the customers and must accumulate and accumulate strength.†Mr. Yang Zhen, general manager of Hangzhou Xilanya said.
Traditional down jackets are the best winter essentials for warmth. Even if you buy them home, it is easy to see them in the closet, mostly because they are both soily and bloated. If the down jacket is made thin, warm, and stylish, who would be willing to refuse? Therefore, consumer demand for down jackets has always existed, and the entire traditional down jacket industry has collectively declined, and this new down market has gathered enormous development potential. Every major industry dilemma will have a big rise. In the 2017 year when traditional down jackets are exhausted and fashion new down jackets are on the rise, Xilanya is on the rise and no longer “depends on the skyâ€. Why? “A large number of loyal customers follow the old down jacket Xi Lanya, and the trust given by customers in these years should not be disappointed.†Mr. Yang Zhen told the China Garment Network reporter.
According to industry experts, the new down jacket era, new products, new retail, new models, "3 new" is essential. This is the era of the rise of group stores and buyers. It is also the era of explosive marketing and ultimate marketing. Everything is simple and the most explosive goods are the best marketing. In the era of new down jackets, the new down jackets are the main category, and the four seasons are popular for seasonal demand. Such as: explosions of double-faced coats, fashionable down pants, cashmere sweaters, spring and autumn cotton and silk, and cost-effective fashion accessories. The use of explosive thinking to integrate explosive products, "fashion, functional, DIY, multi-class four seasons" are four key elements. As an old-fashioned down jacket, Xi Lanya once again demonstrated its wise decision-making power and showed strong R&D and design capabilities. Xilanya down jackets follow the international fashion design concept of quality, design, color, and environmental protection. The “new fashion†market image of the down jacket brand, each piece of down jacket is fashionable and lively.
After 3 years of hard work, the "explosive +" mode has to be optimistic
From Uniqlo, urban beauty's parity model, CCDD, ZARA's fast fashion model, to Haishu's home, La Chapelle's joint hosting model, and then to the brother's store manager partnership model, this is a "good model to win the world" In the era of new down jackets that are increasingly competitive, you'd better have an original, new business model with core competencies.
Xi Lanya has a hard time in the down jacket category, and the fashion down jacket covers a serious contraction. After the three years of 2014-2016, a lot of research on new markets and new trends is made before detailed strategic planning is made. More professional and powerful team, make the explosion platform stunning appearance: down jacket explosion, double-sided Niu explosion models, sheep shearing explosion models, sweater explosion models and many other types of explosive ring powder countless, Xi Lanya strive to create Explosion is a product concept, not a fresh trick. Under the premise of accurately grasping the essence of the product, it constantly explores new value points and continuously displays the iterative process of the product.
In 2017, Xilanya implemented marketing innovation to the ground, subverted traditional thinking, with new manufacturing, zero risk as the banner, new manufacturing plants, fast return supply chain to support customers, products are not lack of competitiveness and not out of stock, inventory also Worry-free; perfect customer acquisition system, customer tools, community marketing, diversion into the store; single product new retail fashion new gameplay: diverting goods, operating communities, online malls, physical stores combined with micro malls to fully detonate new retail Performance Blasting System: 3 days 400,000, 3 days 600,000, 3 days 800,000, 3 days 1 million, super retail team to make a plan; retailer college: multi-single marketing, aesthetic big single marketing, retail dry goods . In 2017, Xilanya took a new business model, terminal access system, big data plus mobile terminal to create explosive +++ platform to launch the first shot of this winter down jacket, good products, self-development, customers pick out explosive products, terminal performance blasting, From new down to full-class blasting.
Fashion, warmth, "step by step," the new down age has come
“Traditional down jackets have always been warm, and they are worn on the body, and the fashion is greatly reduced. In today’s fashion-oriented era, traditional down jackets will be eliminated. Instead, fashion elements will be combined with down jackets, regardless of style. , accessories or color, all reflect the latest fashion. In particular, the use of a large number of fashion fabrics, combined with the design of fashion women's clothing, make Xilan Ya down jacket looks like a fashionable and warm high-end women's clothing." Mr. Yang Zhen It is said that Xilanya firmly believes that only the new down jackets that are fashionable and warm to walk in order can be recognized and respected by consumers, and they can be invincible in the down jacket industry. (The picture below shows the keyword extraction of Tmall down jacket in recent March).
Good quality and good reputation have always been adhered to by Xi Lanya. Every time the sample can be described as harsh, in order to let customers feel comfortable selling goods, consumers are happy to buy. Xilanya stores all over the country: Hunan, Guiyang, Hubei, Beijing, Chengdu, Henan and other major cities with heavy consumption have Xilanya high-fashion, high-identity and beautiful clothing. If the geographical location is not good, Xilanya will give the customer time to re-site, after all, the retail terminal is not sloppy on the site selection.
2,000 pieces of help are not only talked about, the provincial agency is robbed
How does Xi Lanya do the outbreak? First of all, its supply chain advantage is indispensable, small singles return quickly; secondly, a strong talent team is also the source of its youthful glow; products, cooperation with international ** companies, style design and international fashion integration; brand strategy In terms of cooperation, we have cooperated with well-known consulting organizations with effective results and integrated resources to consolidate resources.
Xi Lan Ya. The Variety of Explosive Fashion 2017 Winter New Product Launch 2 will be held in Hangzhou Shuiboyuan Hotel from May 8th to 11th. The CILAYA 2017 latest winter product will be on display at the trade fair, delivering the latest and most fashionable women's fashion information, new retail customer tools, new retail marketing interaction, new retail marketing brand, panoramic display of the new retail era 2017 Winter fashion trends. In the second half of 2017, Xilanya will hold 5-8 provincial-level order fairs in Xi'an, Hunan, Lanzhou, Beijing, Chongqing and other cities. Can't the down jacket work? Since the launch of the “New Down + Explosives†model, the provincial-level agency has been robbed of the 2,000-yuan policy, which is one of the important reasons why customers are attracted to it.
2017-2020 is precisely the key year for traditional down jacket manufacturers to break through and innovate and create new glory. It will also be an important few years for new down jacket enterprises to subvert the old pattern and establish a new order. Who can read the trend and who can grasp the present? You can control the future. In this clothing environment where life and death are everywhere, what kind of brand is worth following, that is, every slogan can be far-sighted, and it is a brand worthy of follow-up that can always make the right choice at important gates.
More women's brand recommendation: è®´ Goethe, classic story, Bucara
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