Wang Zhen: Pformation And Upgrading Of Ordos Under Multi Brands

On the evening of September 1st, the Ordos brand held a conference on the theme of "Cashmere new born" in the 751 fashion design Plaza of Beijing. It formally declared that the brand Ordos was remodeled into two brand-new brands: the Ordos 1980, which inherited the classics and quality, and the "ERDOS" that defines the new fashion of cashmere.

The day before the conference, it was located at

The Cashmere Group is located on the first floor of headquarters building in Beijing. Preparations for the first collection store in the country are proceeding in an orderly and orderly manner.

Wang Zhen, vice president of Ordos holding group, interviewed in the working space. She was wearing the new ice cream color of Ordos.

The jacket is painted with small animal patterns, with a crisp OL short hair, which is sensible without losing fashion sense.

Born in 1980, 15 years old went to University of Cambridge to study. After graduation, she returned to Ordos.

In 2014, she took over the business of Cashmere Group from the father, Erdos Group Chairman Wang Linxiang, and began to dominate the pformation from cashmere brand to fashion brand.

Brand pformation and upgrading is imminent

"Ordos cashmere sweater, warm the world."

From October 1989 to March 1990, the advertisement advertised in CCTV attracted a lot of attention.

This is the first fashion company in China to advertise in CCTV prime time, and the first declaration of China's cashmere products to the world.

Due to natural superior climate, grassland and sheep resources, Erdos was founded in Inner Mongolia in 1980, and has been a synonym for cashmere sweaters for decades.

Boston consulting research data show that by 2020, the upper middle class and the wealthy class will reach 100 million consumers, and their consumption will increase at a rate of 17% per year. Among them, the 18-35 year old consumer group will become the dominant force in the Chinese consumer market, and the consumption power will grow at an average annual rate of 14%.

Meanwhile, by 2020, private online consumption is expected to grow at an annual rate of 20%, and online shopping will reach about $1 trillion and 600 billion.

In recent years, with the rapid development of China's economy and foreign countries

Brand and fast fashion brands quickly entered the Chinese market and other reasons. The domestic consumer market has undergone great changes, and these changes have also been felt by Wang Zhen.

"We all feel that consumers are accelerating changes, more mature, more subdivided, the pursuit of quality and fashion is rising, personalized demand is also highlighted, especially the increasing number of young consumers, and gradually become a new force of consumption after 90."

Wang Zhen said in an interview that domestic and foreign brands compete with each other for a long time. In recent years, the differentiation and shuffling of clothing brands are also intensifying.

In 2015, Erdos sought McKinsey, a consultancy, to conduct a questionnaire survey lasting several months, which targeted nearly 5000 consumers in over 30 cities across the country.

The results show that Erdos has achieved high exclusiveness in the category of cashmere.

The brand positioning customer group used to be broad, and its influence on young people needs to be improved.

In order to grasp the market pulse and precise brand positioning, Erdos's further pformation and upgrading is imminent.

In the first half of 2016, Ordos opened a multi brand strategy consisting of "ERDOS", "Ordos 1980" and "BLUE ERDOS".

Among them, "ERDOS" and "Ordos 1980" are

The brand is split and rebuilt. The former is a fashionable international brand targeting the emerging middle class. The latter is a specialized brand for the traditional mature customers. "BLUE ERDOS" is a brand new brand oriented for the young urban customers.

Wang Zhen said that the core of the brand is to identify and penetrate the brand consumption crowd, understand its values, emotional attributes and dressing habits. This is the shaping of the whole chain of differentiation. For the future brand recognition, "this is not urgent, it takes time".

Cold thinking after multi brand strategy

How to accurately position the four brands after subdivision is a question Wang Zhen has been thinking about.

Take the "ERDOS" brand as an example, the design style is "modern, fashionable and exquisite". Its customers mainly focus on economic independence, good educational background and culture, quality and fashion, attention to appearance and personal image, and independent aesthetics.

Choose the middle class and hire famous foreign countries.

Gilles Dufour and Paul Helbers are the design director of brand men and women's clothing; the Ordos 1980 brand will focus on developing features and creating star single products, extending the four seasons series of combination of needle shuttles, shawls, shawls, accessories and family products.

Choose cashmere fibers that are 14.5 microns long and longer than 36 millimeters. This is the origin of the 1436 brand name and the high quality of 1436. We should know that the cashmere fiber fineness is not as good as the 1/4 of human hair, and only 2 grams per 1000 grams of raw wool can meet the requirements of 1436.

After 1436 years of development, the first brand of the first brand has gained a solid foothold in the market through ten years of development: never known to Europe, from the birth of the first boutique to the opening of flagship store in CBD, Beijing has been selected for less than a year after the establishment of the brand. Since 2008, more than 1436 diplomatic missions have been completed at the national leaders' visits, APEC leaders' summit and G20 summit.

In addition, for the positioning of the brand "BLUE ERDOS", Wang Zhen said he was very optimistic about his "higher cost performance, more targeted young people, simple and dynamic cashmere brand" positioning, despite the current youth.

The market is already a fully competitive Red Sea, but there is still a gap between cashmere products and the market.

"The price range of its products ranges from a few hundred yuan to two thousand or three thousand yuan, and the design is completed by the European design team. Its overall visual image is also carefully designed, which is very close to those of the young people in Europe and the United States who have" tune "and" afford to buy ".

In the face of the rapid growth of consumer demand and market changes, apart from keeping the lead in product positioning and production links, it is particularly important to use a more reasonable brand system and wider sales channels to brand remolding and upgrading channels.

In the background of the "clothing store boom" in the clothing industry, July 2016

The brand is proposed to raise 2 billion 900 million yuan and increase the main business of cashmere clothing, of which 2 billion 600 million yuan will be used for marketing channel expansion and brand upgrading project.

"Within three years, we plan to open 298 new stores in China and 26 stores overseas."

Wang Zhen said, "this is based on our understanding and segmentation of consumers, so now we dare to boldly invest.

Although we all understand the great environmental situation, we believe that market segmentation has its own space for development, challenges and opportunities for strategic development, especially in the development of cashmere industry.

The category is far from high speed. "

"Let the whole world know the best cashmere in China. The best cashmere brand is"

"This is Wang Zhen's dream and the development goal of the Ordos brand.

Regarding the layout and adjustment of overseas development strategy, Wang Zhen introduced that the 2 shops in Tokyo and Osaka in Japan are implementing intensive cultivation mode, and constantly cooperate with department stores to set up Showroom to display new series, and sales grow steadily.

"This autumn and winter will also enter 4 stores with Japanese 4 high-end department stores to buy goods through department stores."