Wei Peng change design for brand competitiveness

News broke out in Beijing's second-graded "Wei Peng Cup" Chinese jeans design contest: Guangdong Hengwei Group, which has sponsored and named this event for five consecutive years, will add an additional item of 18,000 yuan. Bonuses are rewarded as design works with the most market potential in this competition. The chairman of Hengwei Group, Ms. Yan Runhong, told the industry through the organizer of the China Fashion Designers Association that the core competitiveness of the brand lies in the improvement of the design culture. As a professional clothing designer, it is necessary to have creativity and targeted market. The Hengwei Group will use this to accelerate the process of transforming the design industry into brand productivity, thereby promoting the integration of the design level of Chinese jeanswear and international fashion brands.

The Guangdong Hengwei Group, which produces and manages the "Wei Peng" brand, is a company with more than 1 billion yuan in fixed assets. It takes the garment industry as a leader, sets garments, dyeing and finishing water, hotels, real estate, decoration and decoration, digital network and automobile power. Diversified industries such as large-scale enterprise groups. In the course of many years of production and operation of denim garments, companies have formed industrial advantages that cannot be matched by domestic counterparts in terms of technical equipment, production technology, commodity logistics, export trade, and marketing. “Wei Peng? As one of the earliest established denim brands in China, it has experienced 20 years of market storms, but it has always maintained an annual output value and sales increase of 20%-30%. Faced with the trend of brand internationalization, an old brand is becoming more and more obvious. How to use fashion culture to enhance its market appeal, Chairman Yu Runhong in-depth analysis of the challenges and opportunities faced by brand development, believe that using excellent design style to enhance the brand's value orientation and re-establish the framework of product design and marketing is to make "Peng" denim clothing line to the new brand personality style and spiritual and cultural appearance of the key to market competition.

To this end, the Hengwei Group organizes professionals to vigorously study the latest trends in the international denim brand, and at the same time spend millions of dollars each year on the introduction of design talents, the establishment of professional studios, the acquisition of design materials and software, and innovative product development systems. , Promoting companies to take the design as the mainstay of market research and development. In order to bring product design closer to market demand and fashion trends, Hengwei Group has set up a product R&D center in Shanghai, an international metropolis, and established a denim apparel design research and development organization chaired by a renowned Chinese fashion designer and national costume professional arts committee. Hired many design teachers such as Prof. Chen Wen of Donghua University to focus on the strategic core of brand development. While strengthening the visual elements of the brand and the overall product style design, the brand image, style design, the use of popular technology fabrics, color style, and board The craftsmanship to accessory accessories has injected a brand-new design concept for the “Wei Peng” brand apparel, which has enabled the company to develop from the past to develop with the market, transform it into a fashion design culture to expand the market, and guide consumers to improve their aesthetic appeal.

To promote the brand spirit of “Wei Peng” with design culture, and to create a romantic lifestyle for consumers with a fashion culture of clothing brands. This will not only make the “Wei Peng” brand develop from a single denim garment to a cowboy, but also to leisure. The leisure apparel series featuring down and down apparel has also contributed to the rapid increase in the overall competitiveness of the brand's market. The terminal marketing network and structure have rapidly expanded from traditional department store sales to a category of central cities to establish branding outlets in large shopping centers. There are brand stores in the commercial center, brand-name franchised stores in the second-class cities, and marketing gold networks in more than 600 brand stores in the three cities with brand agency operations as the mainstay. Maintaining a momentum of increasing year by year, in the market survey conducted by the China Business Confederation and the National Business Information Center, sales of the “Wei Peng” brand in the domestic denim market have always ranked first among similar brands.

In order to speed up the promotion of the design of imported goods such as denim apparel, and cultivate and discover professional design talents for denim apparel, Hengwei Group actively cooperated with the China Fashion Designers Association and made huge investments to sponsor, title and establish Wei Peng for 5 consecutive years. The "Cup" First China Jeans Design Contest, while promoting the development of China's denim garment design industry, has also attracted a large number of outstanding design talents for innovative corporate design culture.

A lot of creative design works and excellent talents have emerged for the jeans design contest, but the entries can be transformed into products with less market value. The chairman of Minrun Hong decided resolutely, “Wei Peng” should take the lead to reflect the design The charm of commercial value in brand innovation. Hengwei Group invited the winners in the design competition to practice internships with enterprises, participate in the product development of the company, and for the first time set up the “Most Market Potential Award” as the highest award in the numerous domestic fashion design competitions, which clearly expressed Hengwei The Group’s determination for the brand and the development of practical design talents for the Chinese denim apparel industry.