"Harmony" A Thousand Yards Kong Down: Quality-oriented Fashion Innovation
The implementation of a series of new initiatives the company has made in a crisis opportunities for future development
From 2008 onwards, subject to global warming and the impact of financial crisis, the domestic market weakness in the season down jacket, down jacket production dropped significantly. According to the China Light Industry Association, the beginning of the financial crisis of 2008, China Down output fell more than 13.62% over the same period last year.
In 2009, the situation is still a crisis, domestic brands Chihiro Kong Down begin search for new business ideas and business models: the well-known consulting agencies and domestic cooperation, new ideas and models to improve the overall image of the brand; in branding , the focus of choice for public viewing habits of television media, time, and part to actively promote a thousand yards of new image of the post in 2009; dig deep channels to enhance the image of the terminal building of channels, the company head on the door and inside the terminal to do a new image planning; enhanced terminal sales, marketing center and the provincial head office set up service centers to strengthen the promotion and marketing services.
Chihiro Kong to warm the most pro-human purpose, quality, fashion and terminals to enhance efforts to create a "warm family, happy family," the harmony of the times, "We want to lead the consumer to enter the Chinese down garments a new era of harmony." Chihiro Kong Group Chairman Zong Yuan said.
From the operation of products, the brand to the business happy, harmonious times, the implementation of these initiatives the company has made in the crisis for future development opportunities.
Quality-oriented
Provide consumers with "green, safe and healthy" products are always a thousand yards of the goal post, for which the company has been strictly related raw materials, the use of fabric, lining, biliary materials are environmentally friendly, green specifications. Many state-level supervision and random that Chihiro Kong Down formaldehyde content much lower than the national standard, to achieve direct contact with the skin type underwear control requirements; brand selection cashmere with 90% pure natural quality down, after washing, drying , high temperature sterilization, such as multi-channel UV disinfection process, with fluffy and high, warm performance is good, soft, comfortable and distinctive features of the internal quality assurance of the down jacket.
Chihiro Kong Down the sewing process broken down into 28 process, good quality control as a thousand yards Kong Down won many honors. Companies with international ecological standards of Oeko-Tex100 textile production down jacket, through the China Environmental Labeling Product Certification; in 2007, 2008 trade association's sampling events, a thousand yards down coats Post cards are given a Certificate of Excellence.
Fashion Innovation
After several years of product homogeneity, low cut-throat competition, the domestic market, facing a new down coat development. Fashion trend further strengthened.
To meet the needs of market development, a thousand yards Kong has been carried out product design and innovation, increase research and development efforts. Zong Yuan said Chihiro Kong has always been the pursuit of product innovation, down garments closely around the international fashion trend, fashion elements will apply to product design, and strive to design novel, unique version of type, leading the trend.
In fact, upgrading the company to design and plan a long time, from the early factory, it has always been to build a strong team of designers design capacity target. Now, the company already has a design center headed by a group of senior designers, a group of young designers and more than 60 other supporting making, R & D team composed of technical staff. The company introduced international advanced level CAD three-dimensional simulation of clothing design and typesetting system, nearly 200 new designs every year, more than 10 patent applications, Feng Zhi-like clothing more than 2000 pieces of Bing selecting the best, and constantly improve version after the push-type market.
In 2009, the company markets under the effective demand of consumers and design new models on the market nearly 60 Down to meet the needs of consumers of different ages.
Terminal upgrade
Price wars, premium promotion business has become quite upset and down jacket, but the reasons for this situation is to channel a large part of the instability, seasonal marketing channels on the Down challenge. How to Build a healthy network of channels, as companies put in down coat in front of another subject.
Now many companies are multi-leg down jackets walking, wholesale markets, shops, shopping malls will have products there, I hope to go through the wholesale market volume, while making the brand image through the store. However, business problems is that for different sales channels, there is no difference between access products, and are in a brand name. Can think of, identical products sold in different environments, different needs will not necessarily achieve the same under the good results, and the same brand in the stalls and the monopoly, people can be of major shopping malls in a completely different feeling.
Chihiro Kong hoping to achieve through the terminal to enhance brand image, this, the company has opened a directly managed stores and flagship stores. The store image, a thousand yards Kong companies with large domestic long-term planning, by providing professional guidance, in fact, by the end reflect the brand image is one of its promotional strategy, compared to celebrity endorsements, the practice appears to thousands of yards Kong more pragmatic. "We hope that the limited money into product quality, design, brand promotion and sales of terminal building." Company vice president, said Zhu and Girls.
"A brand can do more focused, it may be bigger and well." Chu Girls say that for the dealers, because their season can be relatively large from the company profits, stores may be closed off-season 3,4 months month's time, or by-season promotion to maintain operations, and small dealers may sell some of sandals in the summer, etc., automatically when the weather turns cold, back to Down. Chihiro post will solve the store "no monopoly" problem entirely on the product series, "We will consider the production of some men's jackets, shirts, to ensure the store's going."
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