Fashion fast marketing: Binbao BENBO focused generation

On April 20th, 2010, German fashion casual Apparel brand Bin Bao held a fashion marketing summit under the theme of “Fashionable Marketing: Focused Generation” at the Grand Phoenix Hotel in Guangzhou. During the same period, Binbao 2010 autumn and winter trends were announced. meeting. The consumer market created by the urban “type generation” that pursues the fashion lifestyle as the mainstay of the 1980s is widely concerned by professionals in the fashion apparel industry, marketing experts, venture capital institutions and other professionals.

Urban "type-generation" consumer groups are the basis for ongoing consumer behavior research of urban fashion groups conducted by Binbao Apparel over the past six years. They analyze the proposed new concepts together with fashion research institutions and marketing experts. The “Generation Generation” has become the main group of urban fashion consumption. They mainly use the post-80s as the main body, and include post-70s and post-90s crowds who focus on fashion information and popular lifestyles.

Deep farming fashion: Binbao integrated commodity chain to create value-for-money style clothing
In 2010, with the “general-generation” main group of people—the urban population after the 1980’s began to enter the year, the “type generation” has emerged in all walks of life, and has gradually become the backbone of urban consumption. Mr. Ruan Xujin, CEO of B&B Fashion, who has been running fashion apparel brands in fashion cities for more than 20 years, has an in-depth understanding of the consumption habits of the fashion crowds in Hong Kong and mainland China’s cutting-edge cities: The “genuine generation” is happy to pass through the process of enjoying the city life. All fashion things to create their own unique style. This type of specific to the lifestyle of the generation, the performance of self-clothing image, good at choosing the most suitable for their body shape through the details of the color, style, occasion and other apparel matching program, at the same time, the pursuit of leisure lifestyle, in Travel, music, movies, art, reading and other life forms form a style of self.
It is also based on deep insights into the market. Since Jin Xujin has operated the Binbao brand, he has been particularly attire for the creation of a commodity value chain. This includes comprehensively building a highly collaborative operation system at each key link from commodity structure planning, design, procurement, production, logistics and distribution. Since 2006, Zhai Xujin has broken through the original design force of the original Binbao German headquarters, and has initiated the integration of commodity value chains with European and Hong Kong fashion brands' “buyers” model. He has successively promoted Binbao Asia Pacific Operations Headquarters and Italian Leibair Design Group. Taiwan's JP costume design company cooperated to integrate global creative resources to enhance Binbao's design and creative standards, jointly planned the Binbao brand style and various series of product development, and ensured its integration with the international trend in the forward style and fashion of the product style.
Excellent value for money is the market benchmark made by Dai Xujin for the Binbao series of apparel. To this end, Yu Xujin, through the accumulation of resources for many years, has made every effort to build Binbao's supply chain system. With a unique cooperation model of joint development, quality control, profit sharing and risk sharing, a solid supply chain will be established. In March 2010, Binbo held a national supplier conference in Guangzhou to gather hundreds of suppliers from all over the world, and most of them were garment manufacturers with deep strategic cooperation with Binbao and good reputation in the industry. Not only that, Binbao even has close cooperation with many suppliers partners in terms of logistics and distribution. Commodities or various types of materials, jointly audited by relevant quality inspection departments and Binbao business units, will be directly distributed to the Binbo store in each major terminal in China through the supplier's logistics system. This effectively increases the efficiency of logistics and distribution and accelerates the market response.
Commodity is the front end of the brand value chain. Binbao's integration of the commodity value chain is not an overnight success. However, this effectively ensured the effective landing of Binbao's concept of “value for money”. The reputation of the brand is being established through the product identity and word of mouth communication of the first generation.
Fashion fast marketing: market-oriented value transfer system
Since landing in the Asia-Pacific market in 2004, Binbao Apparel has consistently built a brand image of fashion and leisure, not only bringing simple and elegant style clothing through the integration of commodity value chains, but also paying more attention to the concept of costume matching and the transfer of brand value. . Binbo brings Europe's most cutting-edge fashion information, costume matching experience and fashion lifestyle to the city's “generation” through exclusive websites, popular reading materials, TBC member clubs, fashion show releases, and more than 300 retail outlets across the country. “Consumer groups, conveying their exclusive fashion attitudes with creative experiences. Routine marketing research. When Xu Jinjin systematically positioned and planned for Binbao at the end of 2002, he set out to conduct comprehensive market research in Guangzhou, Shenzhen, Shanghai, Kunming, and Chengdu. After research results, Yu Xujin officially defined Binbao as a fashion casual style men's clothing. , Combined with the design and fabric craftsmanship of Binbau's German classic casual trousers, the company launched a series of casual trousers with a three-dimensional version of the waist and a unique wash fabric. Once marketed, it was widely recognized by the market. With the development of the Binbao business, Binbao has established a TBC member club and gradually normalized marketing research. Bimbo VIP members located in various fashion cities in the country will receive invitations to participate in surveys sent by Binbao every quarter, feedback on product experience and market trends, and even participate in the Binbao Product Evaluation Club to review freshly baked samples. , and their own opinions on fashion and clothing through the hands of designers, commodity planners to the development of Binbao clothing.
The collection of first-hand market information helped Binbao quickly establish a business model of “Fashion Fast Marketing”. The core of this model is to support rapid replication of "single store" + "regional" retail operation templates with a mature retail training system.
In terms of terminal layout, Binbao focuses on operating in South China and Southwest China markets in depth, and after establishing mature retail service standards, it will rapidly expand its markets in the central, western, and northern regions. At present, among the more than 300 stores in Binbo, self-operated stores are concentrated in South China and Southwest China, accounting for nearly half of the country's total number of stores, and have a good profitability. In the early stage of development, Binbao has established a four-degree marketing model: it consists of four parts: regional support, wealth training, member deep-sales, and start-up support. It fully supports the retail store management of the franchise system. In responding to changes in market competition, Binbao has also transformed its successful operating experience into an operating service standard. It not only brings together all national shop sales elites to conduct training in merchandise, display and sales services, but also builds a strong training and supervision team. Enhance the effective replication of self-supported templates in the retail operations of franchisee partners, enhance the execution of their overall retail teams, and truly ensure that the goods are rotated, effectively ensuring the steady growth of the overall brand business.
The market-based competitive concept and information platform has effectively supported the establishment of the Binbao retail operation system, allowing Binbao to quickly and efficiently transfer the value established on the commodity chain to consumers. The conventional marketing research system has once again pushed Binbao's brand value system into a new cycle. Driven by the “Fashion Express Marketing” business model, Binbao far exceeded the fashion apparel itself and became a model of brand marketing in the fashion casual men's field.

The new generation studies show that Chinese men's clothing will have a good momentum of growth in the next 3-5 years. Due to changes in the mainstream consumer groups, consumer trends will shift from stylish casual wear (54% growth rate) to the gradual replacement of business wear (38%). The casual men's brand will become the most growth new category of clothing. With the comprehensive fashion of Binbao Express marketing model in various regional markets across the country, Binbao will precisely define the urban-based generation consumer group, promote more comprehensive brand marketing, expand brand connotation, and become the leading brand of fashionable casual men's wear in the future.

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Three characteristics of "type-generation" consumer groups:
1, the pursuit of fast fashion. They pay attention to all things of fashion and fashion, and pay attention to the emotional value and symbol value of a commodity far more than the practical value of the goods or services. Maintain a high degree of sensitivity to fashion trends, like to try different things.
2, the pursuit of cross-border feeling . "Generation" likes to look for perfect feelings in fast-changing life scenes. They are good at changing roles naturally in different life situations. Immutable life is a poison for spirits of the "Generous Generation". Pursuing cross-border fashion experience becomes their most important. Philosophy of life - mobile phones should be multi-functional, clothing should be more style.
3, the pursuit of personality self . They pay attention to the interpretation of personal temperament in professional attire, and are good at showing their own exclusive taste through clothing. At the same time, they are not the only brand supremacy. Self-feeling is their pursuit of the first standard of fashion consumption; they pursue a relaxed and casual leisure life. Willing to accept fashion and rustic style.