Xuanjianliang, experienced in the knitting industry for many years, successfully established the wool knitwear brand and China Well-known Trademark Competition Rabbit. In his mind, the potential of cashmere clothing market in the next 10 years and the prospects for sustainable development are tremendous, but now many enterprises for the market is still far from enough digging, did not do in-depth consumer channels, consumer areas, from the brand spirit , Culture and other deep consumer groups docking. So, Xuanjian good idea to use Enzo cashmere this experimental field, into his large knit under the framework of multi-brand clothing development strategy journey. Accurately positioning and shaping the core of the brand "Enzo cashmere's core appeal is: love the world, helping people's life." One sounds empty of words, but Xuanjianliang successfully navigate the operation of the brand. In his opinion, competition with the industry, the real opponents are themselves, digging out what others do not have is a core value of the brand. Cashmere has been hailed as "soft gold." Mainly because of the scarcity of raw materials and good warmth, the value of traditional cashmere sweater is mainly based on these two aspects. In a certain sense, it can be said: They mainly sell raw materials, consumers buy the reason, mainly because of its innate thermal properties. Therefore, the scarcity of such raw materials and the beauty of the cashmere should have not been excavated, it should bring more ... Enzo, with the mission of extending the cashmere dress and passion, began to Innovation of Cashmere Consumption Pattern. "The further improvement of cashmere clothing, the key lies in the brand positioning and operation of the accuracy of the ideas." Xuan Jian Liang very clearly. Therefore, at the start of Enzo brand, he introduced a powerful "external brain" to this high-end international brand - the only (international) brand management agency in Shanghai. It is reported that the agency has a successful brand operation mode and business management experience in the apparel industry in China. However, senior consultant Ma Chunlin has helped upgrade and improve seven famous wolves such as Septwolves, Prince Frogs and NBA in recent years. For this cooperation, Ma Chunlin gives the goal is: Enzo gradually build brand core values, with the aim of differentiating the brand sustainable development competitiveness. How to accurately implement Enzo's differentiated brand positioning, Ma Chunlin that mainly comes from the industry to consider the two basic points. First of all, from the product concept to maximize consumer demand. Enzo products to create compatibility, the introduction of cashmere coats, jackets, windbreaker and accessories, and a full range of four seasons products, sales of cashmere seasons, cashmere Waichuan, and other materials mixed, differentiated innovation and so on. In order to shape Enzo's guidance in the market, we have imported professional design data on constellation and its personality, consumer demand and other aspects from abroad as R & D parameters in various aspects such as product style, product structure, brand image and professional service , With a view to a comprehensive, in-depth exploration of cashmere Waichuan products personalized consumer culture. Enzo cashmere brand LOGO design ideas from the Bible in a tree of life, the meaning of the love of life transmitted by the tree is a symbol of Enzo brand spirit, Enzo advocates love, care and dedication of the value of life. Ma Chunlin said that in the entire business culture building of Enzo, the love shown by the spiritual needs of life, survival, character and taste will form Enzo's unique and distinctive humanistic characteristics and a positive and healthy lifestyle. Enzo selling is not a commodity, is love, is care. Large knitted apparel product structure With the cashmere business volume continues to grow, all cashmere enterprises have begun according to its own characteristics, the proposed differentiation of product direction. Whether it is Erdos, Jane launched the high-end brand, or snow lotus employ celebrity endorsers to reshape the brand image, or the m Wong and well-known designer Qigang colorful cashmere implementation strategy, everywhere showing cashmere apparel business strategy for the product. Xuanjianliang, transformed from a process-based brand, left Enzo's first appearance on the CHIC2010 in Beijing at the end of March. In Xuanjianliang, the concept of big knitwear is to break through the traditional cashmere underwear and single-product wear concept, the integration of cashmere and different materials and innovative style, the interpretation of Waichuan quality, fashion modeling cashmere knit, costumes of the new Consumption patterns. "The shift in the concept of large knitwear will enable the realization of cashmere clothing from the inside to the outside, from a single quarter to four seasons commodity value extension and leap." Xuanjian Liang said. It is reported that in the new season Enzo products, cashmere, wool, silk and new environmentally friendly blend of fiber so that cashmere products in the spring and summer fashion field began to emerge, and with the fur with each other, but also makes the luxury brand is reflected , "This leap is the trend of the times and the soft gold price in the cashmere market needs to be tapped more and deeper." Enzo launched the strategy of "big knitwear" of cashmere fashion and fashion in 2010, Lead. "Xuan Jianliang full of confidence. Yong risk and dealer total growth "positioning in the high-end, the operation is also high-end?" Faced with many apparel brands gradually turn their attention to high-end brands, Ma Chunlin questioned, "high-end brand is not narrowly reflected in the price nor Appearance of the luxury, but the real lock thinning consumer groups, all the details from the service to interpret the brand's content. "Years of market experience, so Xuanjian Liang felt how to form a difference in this marketing Red Sea, the formation of their own Breakthrough point is Enzo in the future an important issue. The core of which is Enzo's confidence in the franchisee, the future sustainability and return on investment. In the terminal marketing deployment, Xuanjian Liang believes that the formulation of the company's policy must be based on the common benefit with partners. Through the market analysis, Enzo marketing plans to lock the first-tier and second-tier shopping malls in first-tier cities and the first-tier malls in second-tier cities and explore a mode of operation that breaks the traditional values ​​in the marketing thinking. Enzo interprets the brand spirit and agency Business, franchisee business practices combined to establish a risk-sharing and common growth mechanism for cooperation. According to Ma Chunlin introduction, Enzo's marketing idea is to first focus on the risks of partners to protect the growth of partners. "Consider the sales strategy from the franchisee's perspective, helping to improve the performance of each single store to keep their business risk at zero." For the retail inventory of 'stagnation', we will implement a 100% return system Resolve the customer's biggest concerns and the greatest possible risk. "Considering their investment and growth from the customer's risk awareness is Enzo's current focus." At the end of the interview, Xuanjianliang hopes to introduce the concept of big knitwear Enzo brand successfully entered the mall ladies' area, and based on Shanghai's international platform, in the future the Chinese cashmere market can highlight the brand differentiation, a cashmere knit fashion, fashion advocate and guide.
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