"Ruihefeima" pre-built China's pioneering women's clothing

The brand development strategy is the main line of the brand in the process of marketing development. The fundamental difference between brand marketing and product marketing is not only price competition but also image competition. The formulation of brand development goals is not a slogan and delusion; it requires careful market research, rigorous market analysis, prudent market development judgment, and bold plans to implement. There have been experts metaphorically: the external image is the brand's "skin", the strategic development plan is the brand's "bar", then the product development is the brand's "bone", and the corporate culture is the brand's "pivot." After 8 years of rapid development, the "Ruihefeima" brand has experienced brand cultivation and growth, and is now entering a mature period. "Ruihefeima" recent development strategy: integrated marketing communications, build China's pioneering fashion strong women's brand.

Cultivation period: Chinese fashion women's brand

Qingdao Ruifeima Clothing Co., Ltd. is a comprehensive apparel company that specializes in the research, development, production and operation of fashionable women's wear. The "Ruihefeima" brand was established in 1997. "Ruihefeima" and "Ruihe" are good luck and good luck. "Fima" is the homonym of "Pegasus", meaning that a company is like a Maxima. Go ahead and run for miles. "Rui and Fima" brand has become a well-known brand in China's women's wear industry and has become a leading brand in the field of women's fashion. In 2005, 22,000 square meters of Ruihefeima Garment Industrial Park officially settled in Qingdao Garment Industrial Park.

"Ruihefeima" brand has always been to "taste, fashion, innovation," business philosophy, grasp the soul of clothing development, hosted by Hong Kong senior fashion designers, using French design style and the latest international popular materials and colors, and superb The cutting technology and the aptamer's plate type give the humanity and the structure and spirit of the clothing. The style is timely and practical. It perfectly reflects the glamour of the mature women. It creates a new era for women's fashion and continuously integrates eastern and western cultures. Characteristics, injecting the oriental aesthetic interest and consumption concept, and actively creating a new dress concept in the domestic market are deeply favored by the beautiful female family.

At present, the supply structure of China's women's apparel industry consists of three main forms: the operation of export processing and processing orders, the OEM processing of domestic products, and the production of own-brand products. Insiders pointed out that many women's apparel companies in foreign countries only have small and medium-sized scales, but they basically design a pilot-type enterprise structure, with a small number of employees, strong brand personality, high knowledge, high development costs and good profitability. However, domestic companies do not have the structure and mechanism to form a high proportion of knowledge, and profits are difficult to stabilize.

The “Swiss and Fema” brand focuses on solving product R&D issues, minimizing information discrepancies and technical differences due to geographical differences, enabling brand products to synchronize with international brands in the initial stage of R&D, enabling brand products to Form the self-characteristic personality characteristics and fashion outlook.

Hu Zhengchun, general manager of the company, believes: "Our advantage lies in the leadership of marketing concepts. We have entered the level of brand marketing, not only staying in the passive state of satisfying the market and catering to the market, but also not making low-level vicious competition with competitors. , and is committed to systematic brand marketing, under the principles of innovation and rationality to guide the concept of consumption. Our market ideas and tactics competitors to imitate, but difficult to copy. ”

Growth Period: China Pioneer Women's Brand

Compared with the international level, women's wear in China has a certain distance between the concept of design and brand and cultural level. Judging from the current domestic market, the high-end market is almost entirely occupied by foreign brands. From the perspective of the international market, there are few domestic brands that go out of the country. However, the domestic market competition has become increasingly fierce, and many Hong Kong brands are optimistic about the domestic women's wear market, such as the Hong Kong clothing brand “Crocodile”.

The T-shirt changed the practice of developing the men's wear series in the past. This year, the women's collection was launched and the main market was the mainland. Korean, Japanese and European brands have also stared at the huge women’s market with a population of 700 million.

"Swiss and Fema" brand knows well: After 8 years of development, Rui and Feima have gathered a large number of management talents, and have a relatively good fashion women's brand: unique fashion design, exquisite tailored cutting board The type-based, nationwide marketing network responds quickly to market demands in trinity. Thus, the "Ruihefeima" brand has entered a new stage of brand development since 2005.

The "Ruihefeima" brand has started a systematic brand extension and brand management project through a rational assessment of its own development, integration of advantageous resources, and analysis and judgment of the apparel market.

Quality is vitality, and it is a qualification to participate in competition; innovation should focus on the collocation of popular elements, such as the use of advanced materials and accessories, popular colors, etc. In the face of market competition, there must be a rapid response mechanism. The "Ruihefeima" brand repositioned itself in this special period, carried out brand extension on the basis of the leading brand of fashion women's clothing, and became a pioneering fashion-type strong women's brand.

Corporate executives: The pillar of brand strategy

Hu Zhengchun, head of Swiss and Fima, has been keeping a low profile in the industry, working rigorously and pragmatically, and pursuing down-to-earth work style. The personality and style of entrepreneurs will greatly affect the company's culture and business style. What a decision maker looks like is often a strong demonstration of the rest of the company.

Hu Zhengchun believes that the Chinese national apparel brand has gone through a period of no differentiation and is now moving toward a long-term corporate development strategy: corporate brand planning and brand management. Clothing companies are divided into the cultivation period, growth period, maturity period, and recession.

In this period, adopting a reasonable and correct brand operation strategy at each stage will maximize the life cycle of the brand and truly succeed in building a brand of 100 years or a hundred years.

Therefore, from its inception, Rui and Fima have always maintained close contact with the clothing associations, domestic professional academies, and professional apparel media. They are always invited to come to the company for consultation, and accumulate various forces for the development of Ruihefeima, Hu Zhengchun and more. In various occasions, it was emphasized that the goal of "Ruihefeima" is to build a strong brand for Chinese women's wear.