Red Bean: Multi-brand "Butterfly Effect"

Red bean brand small file

In 1983, Zhou Yaoting, Chairman of the Board of Directors of Hongdou Group, took over the Hong Kong Knitting Factory (the predecessor of Hongdou Group) which was on the verge of collapse. The ancient tree of the old millennium red bean gave Zhou Yaoting’s inspiration. He named the product red bean, registered in all directions, and became the first clothing brand to advertise on CCTV, which also began for decades. Create a famous brand of red beans.

The "China Famous Brand", China Top Brand, China Brand Value Award, China Brand Achievement Award, and National Brand Implementation and Implementation Unit ... countless awards have witnessed the glory and sweat of the Red Bean brand.

Today, the red bean brand tree has already blossomed with red bean image men's clothing, red bean home, Idifi, Xuantini and other brands of flowers, and the more open more beautiful. In 2011, the sale of Red Bean Group reached 35.171 billion yuan, accounting for half of the country's clothing sector.

In September of this year, Red Bean Group unveiled the top five brands of Red Bean Menswear, Red Bean Home, Idifi, Zuo and Xuantini in the 14th Jiangsu International Fashion Festival. With a large exhibition hall of 810 square meters, the company’s image, brand culture and products are displayed. The theme was released ingeniously, demonstrating the transformation and upgrading achievements and brand style of the Red Bean Group, attracting many customers to stop and become a major highlight of the Jiangsu Fashion Festival.

The Jiangsu Red Bean Group, a garment-oriented industry, has been cultivating Wuxi. Based on the Chinese traditional culture, it has absorbed the essence of the world's culture. It is inclusive and has cultivated a red bean tree of clothing and clothing. It has accumulated and germinated for decades. Pumping branches.

Due to the complicated and volatile external environment this year, the textile and garment industry is facing unprecedented severe challenges, and many companies are experiencing operational difficulties and even losses. As the vanguard of the textile and apparel industry, Hongdou Group has maintained a steady and rapid development. In the first half of this year, the Group only increased profits and taxes by 29% year-on-year, and the five major clothing brands have opened more than 3,000 chain stores.

The reason for this is to benefit from the interlocking effects of the multi-brand advantages of the Red Bean Group's apparel industry, and to strengthen both sides of the smile curve, and successfully upgrade the company.

Multi-brand "butterfly effect"

Since 2008, after the transformation and upgrading of the Group's apparel, in addition to strengthening both sides of the smile curve - focus on the terminal and R & D, Hongdou Group has further sorted out its five major clothing brands, clearly positioned, and some targeted at the mainstream people, some positioning For urban mature men, there are also specialized in the fashion men's market. There are mid-to-high-end women's wear Idfi for urban white-collar women, homewear for the improvement of living standards, and the desire for home life, five brands. Different positioning, different styles, so as to form a multi-brand complementary advantages, a greater degree of occupation of the market.

Red Bean Menswear is the leading brand of the Red Bean Group's apparel segment, targeting China's mainstream consumer groups and aiming to create "China's mainstream lifestyle." In order to adapt to the changes in the market, in 2012, Red Bean men’s clothing has paid more attention to lifestyle, youth, and leisure.

Autumn/Winter 2012 new products, Spring/Summer 2013 new products featuring colorful series, perfectly interpreted the diversity of men's clothing seasons, highlighting the Chinese men's personality and style at different times. At present, Hongdou men's clothing has 1,500 stores nationwide, and in 2011 won the "National Top Ten After-sales Service Unit" honorary title.

The other men's brand under the group, Xuantini, is an international brand with French origin. It is known for its marketing innovation, and it is based on the concept of parity, fashion, value, and variety to meet the needs of people aged 25 to 40 in the city. Glory aims to build a one-stop casual men's wear chain franchise system and win the title of “Top Ten New Brands in Jiangsu Province”. And Zuo “│” is a fashion men’s clothing of the Red Bean Group, which fully demonstrates the pursuit of fashion by urban men.

Hongdou Home provides a one-stop business space for people to purchase clothes, clothing, and household goods in the "home culture" life from the convenience of customers.

As the only mid-to-high-end women's wear brand, Idifi was founded in 2001 by Redbean Group and ESMOD, a famous fashion design institute in France, to meet the demands of modern urban women for exquisite and elegant living.

"Yew" became the body coat

In the face of an increasingly sophisticated consumer market, Red Beans continues to improve its design and management capabilities. On the one hand, Red Bean menswear introduced a first-class design team and product planning team with an international perspective, including the chief designer of the Republic of Korea, Lian Heshan, and the master of commodity planning from Japan, Kitayama Kyoko, etc.; on the other hand, it enhanced its independent research and development capabilities. With great efforts, it also jointly develops and develops with buyers, improving product quality and fashion sense.

Yidi Fei and Xuan Dini hired famous Korean designer Jin Yuanying and China’s first top ten young designer Luo Yaping as design directors.

The Group has also continuously improved the technological content of its products, from cotton knitted t-shirts to milk silk t-shirts, to carbon fiber health thermal clothing, and red beans have been at the forefront of technological innovation products. In this clothing festival, the yew health underwear and bra made from the yew fiber antibacterial and health-care function knitted by the red bean home attracted a lot of media attention.

This yew tree, which can purify the air and extract anti-cancer drugs, is known as a “plant giant panda” and is applied to clothing to further protect human health.

The yew fiber antibacterial health-care function knitted fabric is first made of wood pulp of yew and then processed into yew viscose fiber and mixed with regenerated cellulose fiber and combed cotton fiber at a reasonable ratio to develop a blended functional yarn. The thread is then interwoven with spandex in a special weft-knitted pattern, and finally a knitted fabric with good antibacterial and anti-cancer health functions is formed by the chitosan finishing agent.

At the same time, this fabric contains combed cotton, tencel and spandex, making the fabric feel smooth, soft, good elasticity, good gloss, and the resulting underwear has moisturizing, antibacterial, anti-inflammatory and health functions. The research and development of new yew fabrics will apply the anti-cancer and anti-cancer properties of yew to textiles, increase the added value of knitted underwear, and greatly satisfy people's pursuit of high quality of life and the need for comfort, health, and environmental protection. .

It is reported that since September 2011, Red Bean Group has carried out the research and development of a new type of yew fiber antibacterial health function knitted fabric project. On July 5, 2012, the yew functional fiber knitted fabric passed the National Knitwear Quality Supervision and Inspection Center. Inspection, on July 12, the new yew wood fabric products passed the provincial-level new product appraisal of the Jiangsu Economic and Information Commission.

Hongdou Group President Zhou Haijiang

Leading business operation model

"A good business model is half the success." Zhou Haijiang, president of Redbean Group, said that the future competition is not a product or brand competition but a competition between brand business models. Because of this, since the transformation and upgrading, Redbean Group has been exploring the model.

Red bean men's clothing, one of the group's clothing brands, has always been based on the forefront of the market, adapting to the development trend of the clothing market, continuously introducing new strategic directions for brand development, introducing a new business model, introducing an international team of designers, and independently developing high-quality products and training. Senior management professionals, multi-channel to create product visibility, multi-level innovation.

The franchisees provided funds, suppliers provided products, and the company's “full-managed model” of unified operation and management became a new method for the expansion of Hongdou Men’s Chain Store Monopoly.

This kind of full-managed mode means franchisees provide the necessary management and management fees. The relevant management and management are completely carried out by the company; suppliers can follow the unified deployment of the company's product planning case, approach the market, and follow the customer’s needs "Innovation", production of various marketable products, change "passive" to "active", targeted development, production "explosion models."

The company utilizes its own brand resources and specialized terminal marketing personnel to conduct brand operation and daily sales operations management. The franchisees, suppliers and companies can collaborate with each other to achieve control of the terminal and realize the three parties. Win-win situation.

Red bean business model innovation is also reflected in the operation of red bean home brand. The brand is a new type of commercial chain model that focuses on clothing and supplies in the home. It is based on the core idea of ​​providing one-stop shopping venues and value-for-money products and services for home life apparel. It is a one-stop shop for red bean homes. "Shopping" has been favored by the market.

Since the store opened in 2008, Red Bean Home has adopted standard copying to open stores, and it is rapidly developing at a double speed each year. At present, "HOdoHOME Red Bean Home" has nearly 1,000 stores of various types. The company is increasing the development efforts in key provinces and cities such as Beijing, Liaoning, Sichuan, Shandong, Henan and Zhejiang. HOdoHOME·Hongdou Home also goes from one regional brand to the whole country. The brand changes.

With precise positioning, distinctive personality and competitive products, the five major brands of red beans have shown strong market development. Only a brand of red bean home, the store will reach 4,000 in the next three years.

Not only that, the red bean brand online sales growth is strong, is exploring the practice of offline and online interactive mode, not only for the red bean brand innovation adds new connotations, but also make red beans into the traditional clothing industry to enter the e-commerce banner.

At the same time, the e-commerce platform of the China Textile Material Exchange opened in March this year is the first third-party electronic trading platform focused on spot trading in the national textile materials professional market. Since the opening of the platform, the trading volume of the platform has increased month by month. At present, the monthly trading volume has exceeded 100 million yuan.