What's the trick? What's the matter with you? This is the power of the brand. Hwaming Zhang, chairman of Yaying Company, was deeply touched. Twenty-four years ago, the predecessor of Yaying Company, Luodong Zheng Hong Garment Factory, was just an ordinary small family workshop in the suburbs of Jiaxing, processing garments by OEM and supporting more than 30 workers every year. Today, EP Yaying has become one of the top ten women's wear brands in China, with a total retail sales of 3 billion yuan per year. Since the beginning of this year, in the overall downturn of the clothing industry, Yaying Company has bucked the trend and the total retail sales have increased by 15% year-on-year. If you want to be a designer, you must first be a shopping guide. From a small family workshop to the top ten women's dresses in China, it seems like a magical transformation, but the answer is simple: focus on design and development. In order to stand out from the colorful women's wear, research and development design is the key. Zhang Huaming said that since the establishment of 1988 enterprise, it has been relying on foreign trade processing, which not only earns hard money, but also has a feeling of making wedding clothes for others. 1997, Yaying Company gave up its foreign trade processing business after registering its trademark, rented a business building in the center of Jiaxing and started recruitment. Yaying Company began to have its own fashion designers. The most important thing that determines the quality of a dress is design. Zhang Huaming said that the annual R&D and design expenditure of enterprises accounts for more than 4% of sales. Nowadays, EP Yaying brand has three sub-brands, and each brand has a professional team of designers. In the eyes of Yaying people, the design style is not much, but accurate. So-called? Quasi? In other words, our new style should lead the fashion trend, meet the dress requirements of customers on different occasions, and reflect elegance and high taste. Only in this way can we be the leader of China women's clothing industry, not the follower. Hwaming Zhang is full of confidence. To do this, fashion designers must be grounded. In recent years, Yaying Company has launched a talent plan, that is, the designer assistant of the new company must first do shopping guide in stores all over the country, understand customers and understand the market. Being a shopping guide taught me the best lesson in the workplace. Designer Wang Yueshen is deeply touched. After graduating from Beijing Institute of Fashion Technology, she entered the design department of Yaying Company. But on her first day at work, she became a shopping guide. She said that being a shopping guide not only gave her a direct understanding of the connotation of Yaying brand, but more importantly, she had face-to-face communication with consumers, which gave her the most authentic understanding of the current needs of consumers. A month's work in the front line of sales has given me a good idea of the best-selling and unsalable models in the store. Wang Yue said that with the information of the first-line market, her first work as a design assistant became a best seller of the season. Not only that, Yaying Company has been paying attention to clothing R&D and design. In order to let designers capture international fashion elements in the first time, Yaying Company arranges designers to go abroad for inspection every year, with an average of 2 trips to Europe and 6 trips to South Korea for each designer. A designer spends at least 300,000 yuan to go abroad every year. Coffee is sweet without sugar. As soon as we met Hwaming Zhang, he asked us to watch a fashion video on our mobile phones. The film not only shows Yaying's ultimate pursuit of exquisite craftsmanship, but also reveals her thinking about the brand: true luxury comes from balanced happiness. This is the brand connotation, vividness and image of Yaying. Zhang Huaming said that in order to make the brand make the loudest sound, they invited international advertising director Louis Ng to direct a short film. In the future, Yaying will shoot such a short film every time it launches a new product, so that the brand's value proposition will be deeply rooted in the hearts of the people. It is not the first time to become attached to film and television to promote brands. Since last year, Yaying Company has participated in the production of film and television works such as Spring in Zhang Xiaowu, I Will, and The Temptation of Going Home, and has created many elegant and confident images of urban women with costumes. Marketing seems subtle, but the effect is surprisingly good. Deng, the marketing director of Yaying Company, said that after watching TV series, many consumers asked the clothing suppliers in the drama and eventually became fans of EP Yaying products. Brands need careful care. For this cup of coffee, I chose the brand Yaying. When Zhang Ling walked into an EP Yaying store in Jiaxing for the second time, the clerk brought her a cup of hot coffee, which was your favorite taste without sugar. It turned out that Zhang Ling asked for a cup of coffee when he went to the store for the first time, and the clerk kept it in mind. In Hwaming Zhang's understanding, their relationship with consumers is not a simple business relationship. He often said that our company is a designer and manufacturer of beauty, customers are experiencers and disseminators of beauty, and we are all messengers of beauty. Clothes have to go through eight customs before they leave the factory. A first-class product means that a garment has four defects, and a first-class product means that a garment has two defects. Qiu Ying said that Yaying's clothes must go through four full inspections and four random inspections before they can all go on the market. Therefore, the actual implementation standards of our first-class products and superior products are higher than those stipulated by the state. Quality is the soul of a brand and the source of its life. Hwaming Zhang set quality as his conscience at the beginning of his business. In the workshop of Yaying Company, we saw the cloth inspection machine moving the cloth one meter at a time. Every piece of rice cloth that comes into the factory should be tested. The on-site staff told us that in addition to testing the appearance of the fabric, they should also randomly check the PH value, color difference, color fastness and other indicators, and never let go of one meter of fabric with quality inspection problems. . Strict import control is the premise for Yaying to produce high-quality products. According to a data provided by Qiu Ying, Minister of the Ministry of Industry and Information Technology, Yaying Company has nearly 1,000 suppliers, and the annual elimination rate remains at 5% to 10%. Hwaming Zhang's requirements for suppliers are quality first. He even subsidizes suppliers to help them improve their technology and provide high-quality fabrics. High-quality products are inseparable from efficient and stable production mode. Walking into the sewing workshop of Yaying Company, you will find a computer in front of each team leader and a card reader on each sewing machine. Use this? Electronic eye? , you can keep abreast of the work progress of each employee. Qiu Ying said that after each process is assigned a clothing style, after the sewing workers in each process are finished, the chip will be lightly brushed on the card reader and recorded. From this, the site management personnel can grasp the progress of each working procedure, so as to adjust and control, reduce the online accumulation of semi-finished products, optimize the production process, and ensure the timeliness and quality of production.