It is remarkable that the good news bird can achieve such achievements in just over ten years. However, on the other hand, the achievements of the good news bird are far from being summarized by a "quality" award.
the good news bird group was founded in 1996. At present, it has more than 55 specialty stores in more than 35 cities in more than 2 provinces, autonomous regions and municipalities directly under the central government, and has built one of the largest and standardized chain monopoly systems in the domestic clothing industry. Sales revenue jumped from 5 million yuan in the early days of its establishment to 1.56 billion yuan in 24. The company's leading brand "Baoxin Bird" has successively won the honors of China famous brand products, brands recommended by China Garment Association, Zhejiang famous brand products, Zhejiang famous trademarks and China famous trademarks.
According to the operation experience of the good news bird, we can summarize it into three "elements"-quality, market and design, and three "actions"-breaking the family system, moving to Shanghai and multi-brand strategy.
Three elements
From quality to design, and then to marketing, the good news bird has completed its three-step process to seize the market.
quality is the foundation of brand
quality is the carrier of brand. Without quality, there is no brand. The bird that announces good news always insists on quality first and brand last.
in March of this year, the good news bird suit won the "Quality Award" in the "23/24 China Clothing Brand of the Year Award" for its excellent quality. The reason why the good news bird won the quality award is the result of the good news bird group's continuous pursuit of Excellence in quality, continuous technical transformation and product development to ensure the product grade.
Up to now, the Group has invested hundreds of millions of yuan in technological transformation and introduced advanced garment equipment from the United States, Germany, Italy, Japan and other countries. The equipment level of the enterprise has reached the current international leading level, and the comprehensive equipment level ranks among the top three in the national garment industry.
Since its inception, Baoxin Bird has been committed to the continuous improvement and improvement of its craft level, employing Neglia, a famous Italian craftsman, as the chief craftsman, strengthening the training of all kinds of craftsmen, increasing R&D investment in process improvement and innovation, taking the lead in introducing European suit patterns and improving garment technology, achieving a major breakthrough in the technology and craftsmanship of traditional suits and establishing the leading position in the technology of Baoxin Bird suits in China.
First-class equipment, first-class technology and first-class management make the products of good news bird have first-class quality.
design is the soul of a brand
design embodies the brand's style and cultural connotation. In terms of product design, the good news bird always advocates the design concept of "leading the fashion" and constantly brings forth the new. Since 1997, new products have been produced every year, from new style suits, quite soft suits, non-adhesive lined suits, light cool suits, sports series to striped series, natural velvet beauty, general anesthesia lined business CEO suits and other series, which have always led the fashion of domestic men's suits. Due to the increasing investment in design and research, the development cycle of new products has been shortened, and new products have been launched faster and faster, thus ensuring that the design of the good news bird is always in the leading position in the same industry in style and style; At the same time, constantly improve the image design, introduce CIS system, brand advertising, brand image planning is to focus on design style, and strive to advocate a fashionable and healthy lifestyle and clothing culture.
the market is the vitality of the brand
the market is the only criterion to test the success of the brand. In the process of bringing products to the market, the bird of good news has carried out continuous market innovation, constantly innovated its marketing model and launched a number of marketing means to innovate its core competitiveness.
at the beginning of the group's establishment, the bird of good news introduced the international advanced chain system, and the standardized management thought generally adopted by monopoly institutions stipulated that specialty stores should maintain a high degree of unity in price, management, image and service, and strengthened the group's own strength by attracting franchisees, which solved the problems of marketing channels and methods, and formed the largest and most standardized men's wear monopoly system in China. After that, the bird of good news launched a brand-new marketing concept, namely CS Customer Satisfaction Project: taking customer's needs as the starting point, taking customer satisfaction as the goal, taking computer network and other technologies as the means, advocating the business concept of national unified price and never discounting, and launching one-stop service of personal measurement to meet customer's needs to the greatest extent. By constructing multi level marketing system and optimizing the structure of business channels, we can establish the leading position of good news bird brand in the domestic market.
Three actions
From breaking the family system to moving to Shanghai, and then to multi-brand strategy, the good news bird has accumulated energy for brand upgrading.
Breaking the family system
On March 18th, 1996, three clothing companies in Wenzhou, namely, Bird of Good News, Nashi and Oster, reached an understanding that later seemed quite successful: breaking the traditional family business model and establishing Zhejiang Bird of Good News Clothing Group, which became the first clothing group in Wenzhou through voluntary joint establishment.
At that time, there were more than 2, garment enterprises in Wenzhou, but all of them were small in scale and lacked famous brand products. Before the merger, the three factories were all medium-sized factories, which could not compete with the large factories in terms of capacity and capital, so it was natural to think of combining them.
As a result, the five shareholders began to divide their work. Some were in charge of advertising planning and enterprise planning, some were in charge of marketing, some were in charge of development, and some were in charge of system and management.
The original family businesses all operated in the form of "mom-and-pop shops". After the establishment of the good news bird group, the original business model obviously could not adapt to the new development. Therefore, the group made a decision: the wives of the five shareholders must leave the group, and the family members associated with the five shareholders in the good news bird enterprise should also leave. This seemingly "bone-breaking" approach makes the bird of good news jump out of the small world of family business in a real sense and become a modern enterprise group.
moving to Shanghai
After several years of development, the bird of good news has become a menswear brand positioned in the high-end market. In 2, the "vanguard" of the bird of good news set up a new production base in Shanghai, and used it as the main base for OEM of international enterprises.
this action of the bird of good news can be said to be the result of careful consideration, and it is of great significance to the future development of the group.
It is obvious that the business cost in Shanghai is high. However, the bird bearer also saw that with the rapid development of China's economy, the differences between different regions will soon narrow, so the low-cost advantage will not go far. On the contrary, as Shanghai is an international industrial and commercial center, it has an incomparable advantage with Wenzhou. The OEM partners of good news bird are mostly enterprises with international reputation, and they don't want to see their brands produced in a remote place. At present, the bird of good news has established cooperative relations with multinational companies such as British Martha Group, Italian Mazoto Group and LVMH Group.
multi-brand strategy
The marketing slogan of the good news bird in the market is "Never discount". In the retail terminal, the good news bird has always appeared as a high-end image. However, in the field of professional wear, almost all of them adopt bidding strategy. In order to avoid the impact on the retail channel of the brand "Baoxiniao" and give consideration to the business wear market, Baoxiniao entered the business wear field with the brand "Baobiao". At present, the production base in Shanghai does not produce the good news bird brand clothing. Besides OEM products, the professional clothing brand "Bao Bird" is also produced here.
From Excellence to Excellence
In p>23, Wu Zhize, the chairman of Baoxiniao Group, put forward and implemented the development strategy of "from Excellence to Excellence", and one of its core points was: "Building an international brand based on knowledge." Wu Zhize said: "Because clothing enterprises are different from high-tech enterprises, people may easily understand the core competitiveness: proprietary intellectual property rights, the secret recipe of pharmaceutical industry, the leading technology of IT industry and so on. So where is the core competitiveness of clothing? We need to find it. The core thing should be something that others can't learn and can't take away. "
Wu Zhize believes that the more national things are, the more cosmopolitan they are. Wu Zhize pointed out that the current popular practice in the market is actually wrong. Some enterprises change Chinese into English in order to go global, which makes China people and foreigners unable to understand. He thinks this is internationalization. Wu Zhize stressed: "You must have national characteristics in it." No matter which country you see Dunhill, there are always hats, umbrellas and crutches in it, which is a British gentleman's demeanor at first glance.
We should integrate the 5,-year-old culture of the Chinese nation into the brand of the good news bird, and put the good news bird on the international market with our unique national characteristics. What we have to do is, no matter where we are, people will know that it is a brand of China. You can't build a British brand in China and then enter the British market. It won't work.
Throughout the international successful brands, all without exception have their own unique brand personality, which is the life of the brand and the expression of the core competitiveness of the enterprise. The good news bird injects nationality and culture into the core of the brand and conveys the unique brand personality of the good news bird. Our clothing brand is to develop in such an intellectual and international direction.
our road to becoming a powerful country will not last long. (Text/Wang Yubao)