The casual brand "Baired" differentiates "breakout"

Bai Lide's store at Parkway Xinhua Bookstore was finally renovated. At this time, it was photographed at a high price from Bai Lide and its decoration business was less than a year old. In quietly, Byrne completed the "breakout."

Far-sighted

For more than three consecutive years, the garment industry in Wenzhou has fallen into a slump, and since 1995, casual wear has maintained its momentum. At present, Wenzhou casual wear in the Zhejiang market share of nearly 54%, began to lead the development of Wenzhou clothing.

In an enthusiastic atmosphere, the chairman of Barryd Cheng Xiudong felt a slight chill. “Before the threshold of casual clothes was too low, to invest in funds, to find a good colleague, and to earn money afterwards,” says Zheng Xiudong. “So, over the years, more and more funds have entered casual clothes, but not The development and innovation efforts have caused a serious homogenization today."
More than a year ago, Zheng Xiudong began to think: The good days for casual wear are not long, and brands with no core competitiveness will soon be eliminated by the market. Barryd also faces the choice: either to be eliminated with the big stream, or to break through the gap.

This summer, the cruelty of the competition began to appear. “Many small brands have very sad days, weak development capabilities, no innovation in market expansion, and no competitive costs. Why should they establish a foothold in the market?” Zheng Xiudong said that most of these brands will Gradually disappear in the next few years, the "winter" of casual clothes has arrived.

"Fortunately, Barry prepared the winter clothes for the winter," Zhengxiu Dong said with a smile.

Thick product

If you don't move, it's amazing. Although Balade’s business has maintained a growth rate of over 50%, the company has been living in a rented site on Niushan Road. In August last year, Barry moved into a tens of millions of headquarters business operations center.

In this business center, there is a small meeting room, which is the seat of Midtown Balad. At the middle-level meeting or above, half of them are fresh faces compared to last year. Zheng Xiudong formed a new team.

Along with this, the Ballard Logistics Platform, which Zheng Xiongdong called the "National Market Synchronisation Coordinator," also succeeded. In addition to the traditional core business distribution, it also includes the logistics platform for modern logistics management, international standard processes, the latest warehousing equipment, and the planning of an international distribution center. Many stores and delivery products met the demand for substantial growth in the performance of Ballard. The speed of logistics has increased, the accuracy rate has been improved, inventory has been reduced, and costs have been reduced. This has given Bayray an opportunity to quickly develop the market. It also brought about hundreds of processing cooperatives to increase the supply of goods and enhance the development potential of Bailide and the comprehensive competitiveness of the brand.

The successful bidding of the original Xinhua Bookstore was an important beginning of the strategy of Barrett's decisive victory. The higher bid is already the limit of business tolerance, but Zheng Xiudong said that Bai Lide is a must. At the same time, Bai Lide turned off the specialty stores such as Park Road, which had a good performance. In the national market, Belle De's boutiques below 50 square meters are gradually disappearing. Instead, they are more than 100 square meters, and most of them are supermarkets of over 1,000 square meters. “This is the need for brand positioning. Although some agents have grown up with Balade, they can't keep up with the development of Balade, and they can only be eliminated.” Zheng Xiudong explained that if Blair wants to develop, it must subvert The original market pattern.

Thin hair

According to information from inside of Balade, in the January-April quarter of 2005 when the industry was sluggish, the growth of Balade not only did not slow down, but was significantly higher than the average monthly growth of 50.5% in the same period of last year. In the first half of this year, Balade’s strong momentum of participation has added more than 100 franchisees in one month.

The traditional market of Balade is in the north, but it is weaker in other places. After implementing the differentiated competition strategy and repositioning of the brand, Ballard attracted the attention and interest of the industry.
On January 1, 2005, the opening of the flagship store of Balade Hefei. It is understood that the store operator was originally an agent of a well-known brand, and the keen businessman was observing the timing of the adjustment of the market structure by Ryder, and he won the right to develop the agent of Baerde Hefei and the preferential development rights of some markets in Anhui. In a month, eight stores were opened continuously.

In Wuhan, the agents of the original Jeanswest also joined Balade, and it took less than a month to open a counter in Luxiang Square and open a flagship store in Jianghan Road. There are Nanjing, Suzhou and Hangzhou.
“Although it is our products and market positioning that have created excellent results for them, the rapid development of Balade has also had to rely on these powerful franchisees,” said Zheng Xiudong.

The Secret of Xinhua's Image Concept

In general, a flagship store like the Park Road original Xinhua Bookstore must be at least 2-3 years old to renovate its flagship brand. “In the casual wear industry, who has not seen such a large store open to the third floor,” the reporter said. Expressed doubts. This store has a total of 3 floors. The former third floor, Bai Lide, was used as a warehouse, but now it is used as a store.

Zheng Xiudong introduced that, in general, customers in stores do not want to go upstairs to buy goods. Needless to say, the 3rd floor, and there are fewer people on the 2nd floor. Above the staircase of the "Bai Lide Xinhua Image Concept Store", all of them were opened so that the natural light was directly illuminated, and then filtered with three layers of frosted glass. The light was very soft. “Using people’s natural nature, we guide our customers to the 2nd and 3rd floors,” Zheng Xiudong revealed. This is also an important measure, in addition to the promotion through the stores. In order to create a perfect light effect, after many trials by Barry, the glass did not know how much to lick.

If the customer enters the "Belide Xinhua Image Concept Store", he will find a little reflection of the stars on the floor. It is understood that these materials are imported from abroad, not only environmental protection, the most important thing is that customers can not dazzled in the store, etc.; there are also many perspectives and arrangement of lights.

"The concept of Belle Defining the winning terminal can be reflected from the decoration of the Barry's Xinhua Image Concept Store. The differentiation of the Barryde is also passed to the consumers through these details of the store," said Zheng Xiudong.