Mann to build high-end brand matrix Upgrade premium capability is the key

Absrtact: May 15 News, the head of the director of the company said that this year, the group believes that the maintenance of healthy and stable development is the most important, so hope to further enhance the product's premium ability to maintain a healthy profit level, so that to create value for consumers space

May 15 News, the person in charge of the Director of the office said that this year, the group believes that the maintenance of healthy and stable development is the most important, so hope to further enhance the product's premium capacity to maintain a healthy level of profitability, so as to create value for consumers in the space to become more and more big.

It is reported that the group owned by the United States of the sub-brand first language sales last year 360 million, is expected to sell 600 million this year, about 50% of the growth rate. The group launched another high-end brand "living in the left" will also be further upgraded, the group in addition to the initial investment of more than 10 million funds, will also be prepared for the next stage. The group also plans to carry out the offline business in 2015, open the offline display shop, and may acquire the line brand chain store.

In the 2014, the company became the two key point for the product itself and the premium capability of the product in the multi brand and multi category expansion process. There have been reports that the average customer price of the Mann is more than 300 yuan, customers repurchase rate can reach about 52%.

The initial language was merged into the group of the United States, but there was no large-scale promotion, but within the group and Mann did a good communication and integration. The first language team is run independently, but the supplier resource and training system is shared within the group. One night to introduce: "Mann and the first language to follow the 1+1>3 of the concept of development." The first language in the brand, but also hope that the group's sales accounted for increasing. ”

It is reported that early last year began the expansion of the category, which is consistent with the pace of the whole group. First-language founder Shenyi and Fang Jianhua chairman of the future development in the direction of a lot of consensus. A night revealed that the future of the first language will be 50% of the energy to promote sales growth, the other 50% focus on infrastructure construction. "The entire group of brands of operations to be more refined, products, management and people should be a boutique." ”

About "living in the left" one night that the man has just launched this year's high-end brand value and significance beyond the original imagination. The brand hopes to attract users who attach importance to product quality and inner feelings. Living in the left of the designer can be the product development, design process to restore all, so that consumers see clothing design and production of every step of the details.

The introduction of living in the left of this brand, the future not only to a certain extent can improve the profitability of the group, so that the brand's premium capacity is stronger, but with the Mann, the first language and other brands to cooperate with each other, forming a brand structure complementary. Living in the left and the Mann, the first language together to build a high-end brand matrix, is conducive to promoting the overall brand image of the group, to attract more high-end customer population.

"In order to improve the overall talent structure, the group will be invited to a well-known university MBA professor for class, we are now not only about women's clothing, but also pay more attention to domestic brands and international brand growth trajectory." China's retail brand transformation near the climax, online brand upgrade will not return to the status of traditional brands, to meet the next wave of Internet brand change. "One night, the group will be trained to train talent four layers: grassroots, middle, backbone and high-level, high-level level everyone can independently."