International brand Xuan Dini China "face" cheap men

As the traditional pillar industry of Chinese national economy, the important livelihood industry and the industry with obvious international competition in the textile and clothing industry are inevitably going through a difficult period under the shadow of the international financial crisis. And experienced more than 20 years of rapid development of China's men's clothing industry, precisely because of the current external and internal influence of a variety of factors, began to enter the industrial restructuring phase. During this period, the international menswear brands that have already laid out the Chinese market have quietly started to "change their face". In many ways, they have redrawed the products and marketing strategies in the Chinese market. France, "Xuan Di Ni" transition from high-end business men cheap high-end men is the embodiment of this new strategy. "Hsuan Tieni" is one of the important contents of the international development strategy of Hongdou Group after Hongdou Group introduced "Yi Di Fei", an urban casual ladies, and introduced the French business casual menswear brand in 2004. In the same year, "Xuan Dini" (HE Xuan Di) invited the international superstar, the third film Mr. Tony Leung Ka Fai as the brand ambassador for China, interpretation of the success of the romantic brand, and establish a fashion, taste, personality and success of the image of men. It is understood that the "Xuan Dini" (HETINNE) brand was founded in the year 1918, was a cavalry experienced the first World War baptism of the brand founder Jean? Xuan Di Ni in his own name in Paris, France created the " Xuan Dini "(HETINNE) brand, and cavalry horse as a graphic design of the brand LOGO. Let Xuan Di choose Paris top fabrics, meticulous production process, the perfect pursuit of the details, especially the training of the war and cavalry experience is more for the "Xuan Dini" (HETINNE) clothing into the free and easy, Mature and calm, which makes the brand launched, it has aroused, including the generals, including French elites and celebrities alike. Today, "Xuan Dini" (HETINNE) brand across Europe, the Americas, Asia and other countries, with more than 300 stores and thousands of employees, to become a design, production and sales as one of the international Large fashion empire. "Xuan Dini" (HETINNE) brand apparel to design the artistic atmosphere, the leading fashion fabrics, craftsmanship perfect, version of the type of modification is known around the world, the intellectual temperament of the intellectual and French romantic fashion almost perfect The comprehensive interpretation of the new class of successful men's quality of life and create a noble class of men of the new class success. At the same time, the brand is famous for its marketing innovation. The world-renowned concept of "Lifelong Customer" and the world's leading "tailor-made" service take the lead in the popularization and application of "HETINNE". The customer database management and membership mode make the brand become The glory of the new generation of intellectual men. Cui Ysong, head of China at Xuan Dini (HETINNE), said that we are always motivated by innovation to cultivate our core brand competitiveness. In the market situation where the international financial crisis continues to spread, "HETINNE" has chosen to transform. We repositioned the brand based on the consumer characteristics of the Chinese market. After considering various factors such as R & D and design, order management, warehousing, logistics and production of HETINNE, as well as seeking the opinions of famous brand experts and scientifically analyzing the current situation in the industry, the Company decided to "Xuan Dini" (HETINNE) men's high-end men's business transformation from cheap to high-end men's clothing, marketing to achieve two major innovations, namely, market innovation, price innovation. The first is the market innovation. In 2009, the market of HETINNE will change the previous route to seize the first-tier cities in the market and turn to the second- and third-tier cities in the country to find gaps in the market to make up for the market gap while achieving low-cost brand expansion . For example, in the key Jiangsu market, the terminal channel construction in southern Jiangsu will be concentrated in third-tier cities and wealthy townships, mainly concentrated in second and third tier cities in northern Jiangsu. Second, with price innovations, HETINNE is priced separately based on regional network implementation. Shopping centers insist on high-quality high-priced products, while the store is taking the parity line products to expand the brand's consumer groups. Brand stores in the original high-end brand products inherited the process standards, service standards and the image of the international brand terminal under the premise of strong and stable supply units directly cooperate to reduce the intermediate links, constitute a high enjoyment, low price, value for money, the price Cheaper consumption advantages. 2009 is the rapid development of "Xuan Dini" (HETINNE), the brand plans to open 100 chain stores by the end of the year. Marketing innovation at the same time, "Xuan Dini" (HETINNE) product innovation never stopped. At the opening of the 11th Jiangsu International Garment Festival, "Huan Di Ni" (HETINNE) devaluation in the domestic "carbon fiber health heat service" wonderful debut. "Carbon fiber health heat service" using cutting-edge heating material carbon fiber and 100% cotton fiber weaving, the film made of heat-resistant insulating material. When the product is powered on, the molecular forms of both carbon fiber and cotton fiber are combined to produce far-infrared heat radiation with a wavelength of 5-20 microns and an emissivity of more than 90%, which is beneficial to human health. The use of carbon fiber far-infrared radiation principle, the operation produces micron infrared. Medical clinical trials show that: the cardiovascular disease, waist and leg pain, arthritis, frozen shoulder, cervical spondylosis, gastrointestinal disease, eliminate or alleviate gynecological diseases have a significant effect. The clothing uses digital micro-smart temperature control battery, its flexibility in folding or bending will not be damaged, with waterproof, good thermal conductivity and other characteristics of the fashion clothing, winter warm, health care and other functions into a good blend of One. Increase the brand value, improve the brand gold is inseparable from the "innovation" power. China Textile Industry Association, China Garment Association Du Chau pointed out that innovation is the driving force for the development of the industry is the source of brand value, the key to structural adjustment, industrial revitalization. In the unfavorable environment of the international financial crisis, both international and domestic brands can seize opportunities, seek initiative and achieve rapid expansion through continuous innovation.