The phenomenon of Hinnor: changing the pattern of China's men's clothing?

The Chinese men's wear pattern does not seem to form a fixed trend. Although the pedigree of the Ningbo China Red Gang is still working, Youngor and Shanshan still occupy a very high market share. Although the refinement of the Wenzhou businessmen's road continues, the Annunciation and Xia Meng continue to work hard for their own high-end dreams. Although Beijing’s local men’s center has maintained its advantage, Yiwen and Wickeduo have taken the opportunity to set off a nationwide siege. Even though the dealers are still standing at the height of the casual camp, the diversity of seven wolves and tyrants is changing. Chinese men's wear transitioned from product features to brand styles.

However, all this did not make the pattern of Chinese men's clothing become stable, and their respective existing advantages became dispensable in the increasingly strong market competition. At this time, the impact of new faces It has become a new force in the Chinese men's apparel market, and it is more concrete in the strong rise of the northern camp. The reporter recently made a field investigation in Qingdao and carefully analyzed the phenomenon of the Hinur phenomenon, which is very representative in the field of Chinese clothing in recent years.

What is the very low-key and very domineering of Hinnor?

You have to admit that each brand has its own unique brand road. Every entrepreneur has a unique style of each entrepreneur. Brands such as entrepreneurs, you can always see its operators in the brand's body. Mark of. This is the case with the men's wear of Chinore. The impression that the bridegroom of the Sinonor Group, Wang Guibo, who is sitting in front of the reporter in this way is the same, is very low-key and very domineering.

From the very beginning of its establishment, Wang Guibo made a clear positioning for Hinnor: low-key prices, aristocratic qualities, and powerful services. In the words of Wang Guibo, who used to be a soldier, he said: The price has gone back to its originality and its quality has been improved. The service is meticulous.

However, is this a successful local menswear brand?

Although different men's wear brands have different core competitive advantages, a successful men's wear brand is certainly a manifestation of the comprehensive advantages in many aspects such as the core of technology, core innovation and core marketing.

With regard to the creation of various core advantages, Wang Guibo is considered an odd move, and every move has extraordinary competitiveness.

With regard to the core technological advantages, the hardware of the groom’s Hinur Group can be said to be first-rate in the world. Every customer comes to their production base. It’s no surprise that the competitors have come to inspect, and they can’t help themselves. Amazing. Therefore, as long as the customers of the Hinnors walk into the base of the groom's Hinur Group, they basically won't "run the bill." Wang Guibo used "zero defects" to make a good interpretation of his core technological advantages. The company strictly requires every link from equipment, raw materials, process to management, not only selecting the best raw materials in the country, but also introducing a large number of advanced production equipment and testing instruments from abroad, and establishing an internationally advanced production line for hanging. On the quality assurance of fabrics and accessories, a scientific and rigorous internal control inspection standard has been formulated. Regardless of how urgent the market's demand for products is, each batch of fabric and accessories has undergone layer testing by the quality inspection department. Extend the reach of quality management to every corner of the company.

At the core of innovation, Wang Guibo’s views are even more unique. He believes that the innovation of menswear brands is more innovative in marketing and service. And this is precisely what distinguishes Hinnor. “Chinur was not on the right track from the very beginning.” For example: The marketing franchise model, such as life-long disposables, etc., has caused quite a stir in the industry. “In a way, it’s a brand that Hinnor is tempted to hate.” When talking about his unique service approach, Wang Guibo always carries an inner arrogance: “We’re almost going to make a profit of 30 per year. % Takes out after-sales service, this measure has made 'zero distance' between us and the consumer."

Of course, it's not just a men's brand that stands out. What is his image in the eyes of consumers? What kind of brand honor and association can he bring to people? Almost every big international brand gives a distinctive brand image. The next round of competition for Chinese men's wear brands is also focused on this. Whoever does it first will be the leader in the new pattern of men's wear in China.

Recently, the groom Hinur Group has established a brand R&D institution, which is specifically targeted at brand culture and consumer appeals. It seems that Hinnor has to go one step ahead.

What is the most difficult time when the phenomenon of Hinnor brings the whole industry may be the best time

Why does the phenomenon of Hinur appear in the field of men's wear in China? The reporter believes that this phenomenon is mainly manifested in the fact that Hinur started in an area where the industrial base is not very strong, and that he is taking off at a somewhat faster pace. The more important reason for Hinnor's becoming a phenomenon lies in its dislocation.

First of all, to establish its own sales model for McDonald's, a men's clothing brand based on formal dresses, at the beginning of its establishment, the general sales channels will select shopping malls, and now, shopping malls are also the major profit channels for these brands. Hinnor is doing the opposite, setting up his own boutique as a major sales channel in prime locations in major cities.

Although all kinds of signs indicate that the future of Chinese clothing sales channels will enter the era of large-scale retail sales, among them, the McDonald's model and Wal-Mart form. However, in 1995, at the beginning of the brand's initial development, it was determined that the store sales model did make the entire industry desperately wipe their eyes. After all, the mall has almost become a cash cow for all men's clothing brands that are based on formal dress.

Even more eye-catching is: Hinnor will enter the mall model at the same time this year, "We always like to choose to enter the market when the most difficult time." Wang Guibo explained in detail why he chose to enter the mall at this time: "Now the mall details Differentiation has become more and more severe, many brands began to enter vicious competition in the mall, especially the price competition, it can be said that shopping malls for many local clothing brands, the environment is getting worse and worse, Hinnor is willing to choose at this time Enter, because only at this time can some brands with no strength be squeezed out, so that the entire industry can reshuffle and enter a healthy competitive track."

"The most difficult time may be the best time." This is the main business philosophy of Hinnor. When the entire men’s wear industry has upgraded its brand, the company has entered the market with low prices and high quality. “We are closer to consumers with better prices. Otherwise, the brand will become a passive source of water, and consumers will not buy you.” Wang Guibo described his strategy of entering the market at a low price: “I never think that high-end means high prices. Do not think consumers are fools. The income of most of China’s consumer groups is there. Therefore, blindly raising the price can only be an injury to oneself. ”

People familiar with China's men'swear industry must be clear that many of China's high-end men's wear brands have eventually become popular. Even some brands have begun to enter the OEM's old road, Wang Guibo quickly saw this change: "Now the growth of suit sales is not very strong, so there are many brands began to decline, their consumer groups began to us Nur shifts, so, at this time, all we have to do is to firmly retain them. We will not be comfortable with OEM processing, because, if so, our brands may disappear in the market many years later. Therefore, the more people do not do it, the more we insist on it."

What is the future of Hinnor? Bringing the best things in the world

It can be said that since the development of the Hinnor brand, although Wang Guibo believes that it has only just begun, the experience of Hinnor has provided confidence for the entire bridegroom, the Hinur Group. "If it was said that the time of the birth of Hinnor was a poor farmer, then it was time to breed the nobles." Another brand of the bridegroom, the Hinnor Group, is a casual brand born under such a very good condition.

In Wang Guibo’s schedule, the time for the growth of Merton was 10 years. In the past 10 years, he must not only rely on his successful experience, but also take the best things in the world. The future strategic goal of the groom's Hinnor Group is: "China's price, international brand, brand group." And the bridegroom's brand of the Hinur Group must enter at least the top three in the field in China.

"China's garment industry is too big. We only need to do a small part of it, and we have grown enough." Wang Guibo said that, but his business thinking does not seem to have a boundary. He is putting both formal and casual clothing. After the fields were unified and integrated, they once again turned their attention to down jackets and children's wear. Of course, now that his entry strategy still has a lot of ingredients that need to be kept secret, Wang Guibo told the reporter very firmly: “When an industry needs to shuffle, It's time for us to enter. And our winning formula can be made public, that is, constant innovation in marketing and service."

This is exactly what Hinnor can't duplicate.