Brand Management Enables Admiration To Understand The Philosophy Of Fashion.

In a sense, "admiration" is a miniature of Chinese underwear industry from babbling to independent walking.

Perhaps, decoding her success passwords can open up a new window for more dream underwear brands.

What makes a lingerie brand always maintain excellent performance in the market over the years? The answer seems to be concentrated in the four words of "brand management".

Zhang Rongming, the helm of the Adam group, once told the media: "the key to the rise of the localization of love is to adhere to the" brand management strategy ". It is based on the firm belief of" brand management "that love can make correct decisions in the design team's training, channel expansion and brand culture promotion, so that it can take the pass of" mainstream fashion culture "and become one of the most influential fashion brands in China's clothing industry.

"Brand", "persistence" and "faith"...

These glittering words have been written in the footsteps of love for so many years, and also constitute the reason why we carefully scrutinized her today.

The brand value of "creating beauty and conveying love" has been "for so many years, I have only done one thing and made underwear."

In a public occasion, Zhang Rongming, chairman of the AI group, said.

This kind of underwear, which has been spent over ten years, can easily be seen on many occasions - - she sometimes reveals the beauty of beauty in the "SHOPPING MALL"; sometimes it stretches out in the creative space; sometimes, with the walking of a super model, it releases the swaying posture.

However, no matter how beautiful she is, there are thousands of magic changes. Perhaps the most exciting moment for you, or when you proudly find - - in your wardrobe, she has been silent with you for many years.

From a beautiful "display", it has been successfully converted into a commodity with market value, which is the charm and wisdom of Zhang Rongming for so many years.

In Zhang Rongming's view, it is not difficult to achieve such a pformation.

The way of adoration is to influence consumer groups with their own unique and healthy values, "create beauty and convey love", and only have enough powerful values to have the independent thinking ability of the brand. Only with enough healthy values, can she lead the consumers to respect and loyalty from their hearts, so as to successfully capture their sentimental and changeable heart.

This kind of values must be supported by a set of feasible support systems.

Zhou Liru, deputy general manager of Adam group, said that to make "customers" a real "consumer", a variety of creative means of communication, and a deep understanding of underwear culture and a wider range of popularity is a necessary way for Fashion Management of underwear brand.

The "love and fashion lifestyle Pavilion", which is somewhat "literary and artistic flavour", is an expression of admiration for Fashion Management.

The main frame of the fashion lifestyle museum includes 6 different life scenarios, which are led by 6 fashion brands.

In addition to its 4 sister brands, it has launched the international top swimsuit brand GOTTEX and the top European underwear brand LISECHARMEL.

The auxiliary patterns of the 6 brands run through and form the overall decorative pattern of the fashion living hall, which enhances people's perception and recognition of the brand's spirit and emotion.

It is very different from the flagship store in the past. The fashion lifestyle hall no longer simply displays and sells products, but strengthens the content of guiding consumers to grasp the correct wearing concept.

According to the introduction of the responsible person, with such a space setting, it can well prompt people to pay attention to external modification in different occasions and different environments, and to understand the importance of matching the fashion with the environment.

Bystander: to the maximum extent, it is close to the needs of consumers' spiritual level. It has penetrated the brand's "humanity" flavor and has become a "normal" fashion for many years.

Under the financial crisis, we do not see that love slows down our pace and abandonment of the pmission of brand values.

Her treasure lies in her pursuit of "beauty" and her belief in "love".

A brand that sticks to healthy values is a real brand that can walk in a storm.

The steady development of the left hand "technology" right hand "culture" for so many years can not be separated from the "two handed strategy" advocated by Zhang Rongming to a large extent.

The so-called "two handed strategy" in Zhang Rongming's view, its precise interpretation is in - - "technology in fashion, culture cast brand".

Under such a concept, "science and technology" and "culture" naturally combine into one and become the proper meaning of a fashion brand.

The first is technology, and this is the bottom line for her to become a leading brand.

"The leading technology of the company includes accurate data collection and all-round training of talents.

To become a historical brand, love must become a brand with vitality.

This vitality is not only a market and brand operation, but also a thorough study of technology. It will become the real core competitiveness of fashion brands.

Zhang Rongming said so.

According to Zhang Rongming, it seems that every bra is similar on the surface, but each of them has small differences.

For example, the design of a shoulder strap contains many different functions, such as skid resistance, sag and so on.

After the design, the love underwear has to be tried and tested repeatedly.

The company has a special trial team. After trying on it, it will assess the appearance, comfort and fashion level, and listen to the opinions of the panel.

It takes a long time to sell the whole underwear from design, production to terminal.

It is noteworthy that in the field of basic research and cooperation with Beijing Institute Of Fashion Technology, AI has set up the Institute of ergonomics. The Shapeline external contour anthropometric analysis system developed by China is the first non-contact two-dimensional anthropometric equipment based on photography as the basic technical means in China. The system fills the gap in the field.

Moreover, it is "culture", which is one of the most creative ideas that love fully releases the "fashion factor" in the body.

It is precisely because of this concept that love has never stopped its "cultural exploration".

In 2002, the "underwear Dunhuang" theme lingerie press conference was launched in 2002. In 2003, the underwear culture exhibition between "confinement and release" was launched to show the Oriental underwear culture to the public. In 2005, the Admiral took the "New Silk Road" to the opening ceremony of the fashion capital, displaying the charm of the classics. In 2006, it launched a year long "love and beauty China trip", passing on the concept of culture and underwear; in 2007, it was awarded the "China clothing brand annual planning Award" with its excellent brand planning. In the evening of November 4, 2008, the love curtain "Discovery" press conference was unveiled at the love building.

What is worth mentioning is that in November 2008, the fashion conference on "discovering new simplicity" underwear was a beautiful campaign for the dissemination of brand culture.

On the China Fashion Week, Gong Li, an old friend of the beloved, appeared again.

Before, out of the heart of "appreciation", Gong Li had chosen to make a little dress for love. In Zhang Yimou's movie "the golden flower of the city", the special custom bra for Gong Li also added a lot to the movie.

A series of signs indicate that admiration is stepping out of the traditional underwear brand, and has begun to cry in the field of senior dress custom.

Bystander: "left hand" technology "and" right-hand "culture", "close" and "intimate", and loving "two hands" strategy made her quickly become a fashion underwear brand both inside and outside.

And Zhang Rongming's "fashion philosophy" is - - fashion is not a shallow passive water, it is bound to need strong support of high-tech.

This is related to his academic background of "academics".

At the same time, he is a real person who understands the essence of fashion.

The growth of love has also proved that if a brand can rely on cultural strength and fashion marriage, it will gain endless vitality.

After years of innovation and integration of the supply chain system, the biggest highlight of her admiration is that she has gradually gained a broader vision and thinking. This is her strategic need for rapid development, and is the "true brand" base of her mind.

One of the most important manifestations of this is the admiration of "jumping out of the business to see the industry" and putting forward the important development strategy of integrating and innovating the supply chain system.

In fact, many years of experience show that admiration itself already has a relatively complete supply chain system. The accumulation of these resources, including - in supplier selection, has chosen excellent international suppliers and established strategic partnership. In terms of capacity creation, AI has two production bases in Beijing and Suzhou, and has gradually developed domestic standardized and well-known processing enterprises as auxiliary forms of production, ensuring product quality and ensuring capacity.

Admiration implements integration of production, supply and marketing, attaches importance to R & D design, and ensures professional underwear design quality, quality and quality, and product supply chain system is relatively perfect.

In terms of logistics, the company has signed a strategic partnership agreement with the top logistics suppliers in China, ensuring the timeliness and controllability in the pport links.

In terms of channel management, we love self-management channels, supplemented by business agent channels, control brand image, ensure management execution, and establish good sustainable development relationship with end customers.

There are various indications that on the basis of the existing supply chain system, we hope that through active innovation, every node in the supply chain system will have "integrated innovation", which is of strategic importance to the brand itself and to the upgrading of the entire textile and garment industry chain.

A strong example is that in August 14, 2008, the Ai Group signed a strategic cooperation agreement with the China Textile Information Center.

Since then, as a leading enterprise in the underwear industry, AI will cooperate with China Textile Information Center in various aspects, such as color supply chain management, product testing, corporate social responsibility, trend research and design process management, and take the lead in implementing the management concept and solution of "sustainable development supply chain", with a view to play a model influence and guidance role in the industry.

"The ideal clothing supply chain in the future should be integrated rationally, efficiently, scientifically and scientifically. In terms of management and information construction, we should further enhance the demand information and share with suppliers. Suppliers can participate in the stage of product planning.

In addition, it will optimize the fabric supply, speed up the reaction and shorten the production cycle in the future.

Zhang Rongming said in a media interview before.

The most significant symbol of her admiration for growth is that she goes to the front of the supplier appropriately and shares more exploratory and market oriented design and development options.

The highly integrated supply chain will make the supplier and the supplier achieve complementary advantages in the development and sharing of innovative resources.

Zhang Hongyu, chief designer of love, said in an interview with our reporter.

Bystander: the clear attitude and independent opinion of brand management is very important to a brand that has been steadily advancing over the years.

The clear attitude and independence of love is that she will not be complacent about the current single competitive advantage, but rather keen to see the future trend of industrial competition.

This trend is manifested in the fact that competition between enterprises and enterprises is no longer odd. More importantly, competition between supply chain systems and systems is the general trend.

There is every reason to believe that future admiration is more desirable, because it will be a more dominant, integrated and influential fashion brand.

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