2 days to open a shop: Binbao clothing force fashion men's market

In recent years, fashion men's wear has been widely recognized as the most growth segment of the Chinese apparel market. This market segment has been widely recognized in the two recent CHIC exhibitions and many new fashion menswear brands have emerged. However, the new market also has an insurmountable gap. In the past two years, many new fashion menswear brands have experienced problems such as capital chain breaks, failure to open orders, and so on.

Recently, the author learned from industry insiders that at the time of many new fashion men's casualties, the BENBO brand opened this year at an average rate of 1 store every 2 days, following the comprehensive layout of South and Southwest markets. , The brand specialty store cabinets have been successively moved to key regional cities such as Central China, East China, North China and Northeast China. Not only that, according to Guangzhou, Shenzhen and other major business district sales survey, Binbao clothing out of the store cabinet, whether it is the image or level efficiency, retail performance, are among the forefront of the business district.

What exactly is the point of support for the rapid expansion of a brand? Commodity, marketing, operations management or venture capital?

"Benbo" brand has entered the fashion menswear field since 2004. In the first six years of operation, it has established itself as a strong self-supporting system in South China, relying on its own strengths - the control of retail terminals. Profitability stores Currently, the BENBO brand has more than 150 specialty store cabinets in Guangdong Province, which has risen to become the No. 1 brand in the Guangdong fashion menswear market in terms of market scale and profitability. On average, the development speed of opening a store in 2 days is, I think, accumulating, especially in terms of the advantages of commodity power and terminal retail management and control.” Vice President Liu Xiansheng of the Guangdong Garment Association analyzed the channel leap of Binbao apparel. .

In fact, scanning the entire media environment, we can find that, unlike many new fashion menswear brands, Binbao apparel is particularly low-key in terms of brand communication. Instead, more resources are devoted to product research and development. It is understood that Binbao Fashion has been insisting on the integration of international design resources for product research and development since 2006. The team that has worked together includes the Italian Leiber Design Group, the Taiwanese JP Design Company, and the Paris MAODUN STUDIO design team. “The most cutting-edge fashion trends must come from Europe.” Mr. Gu, the spokesperson for the BENBO brand and also a designer, agrees with Binbao’s philosophy in product development. The creation of commodity power just helped the BENBO brand to successfully overcome the market barriers of fashion menswear.

Marketing expert and researcher of the Public Relations Research Institute of Sun Yat-sen University, Mr. Lin Jingxin believes that, unlike the rapid development of business attire and popular casual wear in the past, the target group of fashion men's clothing is locked in the urban “type generation”. They mostly take the 80s as the main body and gradually become The backbone of urban consumption is generally educated in higher education. It has a distinct personality and a certain aesthetic ability. Its consumption characteristics include: the pursuit of fast fashion, the pursuit of transboundary feelings, and the pursuit of self-identity. The requirements for product design R&D capabilities, fashion control, and supply chain integration are even higher.

In addition to the creation of commodity power, we can also see another key factor in supporting the leap in Binbao apparel channel: retail terminal management, which also fits the market demand. It is reported that Binbao apparel management team was formerly known as Hong Kong Jinxinxing Group. In the mid-1990s, it was the core business of acting as an agent of European and American fashion brands in the Chinese market. For this reason, it has accumulated professional retail management experience. Binbo Fashion inherits Hong Kong Kim Shin Hing’s retail management experience, and through self-built sustainable profitable self-operated retail systems, it ensures that when developing the franchise sector, partners’ retail performance can be quickly improved.

Not only that, the brand new terminal image created by BENBO Binbo since the end of 2010 has been widely recognized by the retail industry, especially the shopping mall system. This unique brand image construction has also become another catalyst for the leap of the BENBO brand channel. Binbao Apparel was a strong national brand, and also signed Hong Kong superstar Mr. Leo Kui-Ji, and will put a new commercial on CCTV and mainstream TV screens at the end of August. The launch of the forthcoming Spring-Summer 2012 conference invites Leo King to visit the show and engage in dialogue with the national partners.

In a fiercely competitive market, the profits brought by market segments are often accompanied by insurmountable market barriers. In just two years, the market's shuffling has been unknowingly started. How to find a fulcrum and support brands across market barriers has become an unavoidable topic for fashion men's big names.