Weizhi Men's 11 consecutive years been awarded the "double hundred" enterprises

Shanghai Ai Luoma Clothing Co., Ltd. under the "Weishi Men" from 1987 onwards, after 22 years, witnessed the glory of China's garment industry and downturn. Under the shadow of the financial crisis, its sales performance did not show signs of being subjected to the "winter" test, and maintained a steady and steady growth. As of 2009, Weizhi has been awarded the sales of "Top 100 Enterprises" for the total profit and tax by the China Apparel Industry Association for 11 consecutive years. Mr. Shen Jianshan, CEO of Shanghai Aluma Garments Co., Ltd. admitted frankly: "Weizhi does not have winter and so-called winter only exists in human consciousness." Crisis and opportunity are dialectical relations. Crisis often creates opportunities and opportunities are also potential Threats. Weizhi mature business management and differentiated marketing tools, creating a unique space for customer value, the financial winter to deal with this is no problem. Shanghai occupy the commanding heights Entering Shanghai in 2005, is a crucial step for Weizhi men's real determination to build a national brand. In the previous 20 years, Weizhi has completed the transformation from Hanzhong to Xi'an and became an important garment brand in the Midwest. However, for further development and seeking more room for growth across the country, it is necessary to shift the global command hub The eastern metropolis, standing on the commanding heights to do the overall layout. Shen Jianshan deeply felt this: "In the past, we focused our work on the western region. However, due to the weak foundation of industrial clusters, the single channel of information and the relative backwardness of various elements in the operation and management process, the headquarters has always had limited support to the whole country. The company decided to come to Shanghai to find new opportunities. "Went to Shanghai, Weizhi's goal is very clear, hoping to take advantage of Shanghai's talent, policy advantages, information superiority and fashion ideas, increase product development, operations, resource integration Efforts to enhance the level of business management. Opportunities brought by the crisis "I do not deny that the global financial crisis will have a certain impact on the Chinese garment industry, but the crisis is expected to continue for some time.But enterprises should explore customer needs and improve product cost performance, for which, Weizhi men have made adequate preparations in advance. "Shenjian Mountain said with confidence. In Shen Jian Shan view, the financial crisis led to consumer behavior will also change, in 2009 the Chinese consumer willingness to save more and reduce the willingness to spend on luxury goods, will be conducive to brand change, will bring such a good brand of Weizhi Development opportunities. Economic crisis will lead to consumer spending occurred two changes: First, from foreign brands to local brands. Most consumers will think local brands are of comparable quality to foreign brands, while the prices are much cheaper; and the financial crisis will stimulate people's patriotic enthusiasm, so consumers will tend to buy their own products. Second, from the relatively high-end brands to ordinary brands. This process generally has two stages, first turn to the competitor's brand, and then is to buy a relatively mid-range brand. Crisis for Weizhi such a cost-effective, long-term local customers trusted by the brand, providing excellent opportunities for development. Expand way to achieve brand transformation Shenjianshan said that in 2009 weizhizhi brand will be the key to the transformation of the year, weizhi positioning in the "trust" lifestyle, long-term demands are cost-effective, the current transition to "comfortable" way of life, This is with the change of customer needs, the brand to "casual", "younger", "fashion" change, "comfortable" to "trust" is a succession of high positioning. Wei Zhi emphasizes "freedom" at two levels: first, the freedom to choose. Weizhi can be trusted. Weizhizhixi's "inherent high quality and external parity" can reduce the risk of customer choice, reduce economic pressure; Second, a harmonious and free way of life. Clothing and temperament, the soul and the environment, life and work in harmony, reflecting the customer's desire for freedom and existence. Brand concept of "internal, external and comfortable" will be fully promoted in Weichang's product development and marketing in 2009. Repetitive purchase and consumption of large base is "Weishi Men" as the two major brands of mature logo. A recent survey by Wechsler on customer satisfaction shows that 91% of customers may, or will certainly, re-purchase "Wechsler Men's Wear." Weizhi precise positioning of the mid-range professional business crowd, a huge consumer base, in the northwest, central, northeast, east China has a large consumer base. Introducing New Brand to Explore High-end In August 2003, Weizhi Group successfully obtained the agency of Vaterland, a French brand, for 15 years in Asia, Mainland China and Hong Kong, Maucao and Vaterland in March 2004. Commenting on the original intention of introducing new brand Vaterland, Shen Jian Shan believes that acquiring Vaterland's dealership rights in China is of great significance to further comprehensively seizing the domestic market by Weizhi. In Shen Jian Shan's eyes, all along, Weizhi mainly for second and third tier cities, market segmentation is more obvious, vendors have formed a fixed brand awareness. As a result, they began to think of developing a second brand and launching a high-end market. Vaterland brand target consumer groups are mainly business executives, civil servants, bank staff, to provide them with business casual men, which largely to make up for the Weizhi brand positioning market defects, the company's expansion of the space has virtually expanded. "We have been envisaging the layout of the national market situation, but also often ask ourselves, in line with Weizhi brand positioning of the city, we have covered? What are suitable for us, but our tentacles have not touched? In the national plan, the Northeast is This year's development focus, not only because of the high maturity of the Northeast market, and the market is also in line with the goal of Wechicheng. "Shen Jian said.