Hangzhou Jiangnan Buyi Group: Do What You Like, And Hope Consumers Can Experience It.

Recently, according to the world clothing and shoe net, Hangzhou Jiangnan cloth group currently has six brands, and advocates "natural, healthy and perfect" lifestyle.

At present, it has six brands, and advocates "natural, healthy and perfect" lifestyle.

The main brand JNBY accounts for the largest share of enterprises from all angles. Men's "sketch CROQUIS" is the second largest brand. LESS is located in the perspective of professional women. Children's wear jnbybyJNBY and youth brand Pomme de Terre are the continuation of the aesthetic style of Jiangnan cloth.

At present, the brand planning is mainly aimed at different clothing styles, gender and age of clothing. Later, based on the life style of this group, the design and development of accessories, household products and so on are not blindly followed but fashionable.

Arriving at the office of Jiangnan cloth and clothing in Xihu District, Hangzhou, the first thing to be seen is a piece of pure color fabric art works hanging on the wall. The whole floor is highlighted by the concrete walls and concrete. The gray walls and rough wooden floors create effortless and simple feelings. In the corridors and offices, different works of Jiangnan cloth are seen everywhere. From the clothing to the interior furnishings, we can easily feel the complete brand tonality of Jiangnan cloth.

"The clothing industry is no longer a traditional industry. Once the textile industry is the basic industry, it solves the problem of employment and foreign exchange earning, but now the brand based business is redefining the whole industry."

Ni Guochang, vice president of group

Do what you like and want consumers to experience it.

For a long time, Jiangnan Buyi has paid great attention to interaction with consumers, and the feeling of consumers is very important, because their suggestions on brands are invaluable.

At present, Jiangnan cloth has about one million of the national membership. By means of connecting all members online and offline, it helps to observe the online consumption and achieve direct interaction with consumers.

Ni Zong said: "now the user needs and direction have shifted, we also hope that we can be more clear, for example, we will tell you how to make a garment, let fans feel the process, enhance the sense of experience and participation."

Located in a designer brand, Jiangnan cloth dress emphasizes to create "everyone likes the brand", has its own style, has its own content, consumers always want to wear some clothes that they like, especially the new urban women. It is necessary for them to have individuality and design sense to express what they want to express through clothing.

The products of Jiangnan cloth dress emphasize experience, and it is easier to understand and love this product in the process of trying it on, so encourage consumers to go to the market.

Take a look and feel the touch and temperature of the fabric.

Brand management and design R & D are real values.

The clothing industry has long been regarded as a labor-intensive and capital intensive traditional industry. There have been a series of problems, such as low level, serious homogenization of industry and low brand awareness, which seem to be unable to satisfy consumers' demand for fashion, fashion and quality.

But brand enterprises like Jiangnan Buyi have always been changing the concept of clothing equals to the inherent concept of textile manufacturing industry. The traditional clothing industry is mainly manufacturing, and now many clothing brands are moving from brand management and design to pition from heavy assets to design.

Mr. Ni Guochang said that enterprises such as Jiangnan Buyi, whose annual tax contribution is about three hundred million, has not received much attention from the market.

Clothing enterprises generally have low valuations in the textile and garment sector, and more and more clothing companies are listed. They are also meant to embody value in the market. Finance is not a goal for tools. It appealed to excavate the valuation depression of clothing fashion industry and get the attention and attention of the whole industry and the whole society.

"Insisting on their differences is the way of community marketing of Jiangnan cloth, which ensures that the content quality and pformation may not be proportional to each other, but from the independence of content, if too much" caters to "consumer interest, it will lose its attitude.

Zheng Minjie, director of brand Department

Wine is also afraid of deep alley.

Jiangnan cloth before the dissemination of not so much attention, founder Li Lin cares more about products, content, care about the output is not interesting, quality, design works is not a good design, good products, so fans have been sticky relatively high, including brand positioning is also more independent and clear.

But the smell of wine is also afraid of the deep lane. Now the online and offline pmission is not the same. Online is the rule of breaking past dealer operation links. From efficiency, online promotion is bound to be high, but from the demand point of view, there are activities under the line to support it. Generally speaking, it is a topic on the Internet, online, and then on line. From the media, it is "two tiny ends", that is, official WeChat and official micro-blog and headlines.

WeChat layout - stock users' content media

In 2015, Jiangnan Buyi launched the WeChat platform as the main flagship online portal, and the layout began to be comprehensive, including the member center, the WeChat mall and the media terminal.

The starting point is to focus on the channel of information acquisition and the change of information to serve as a brand self media platform.

The content output way of Jiangnan cloth is very special. It used to be an internal magazine of COVER. The content of the publication is nothing to do with clothes. More about graphic design, art exhibition and some other things that are consistent with the living conditions and concerns of the brand consumer groups. They are very soft brand propaganda, and also do entity product books, but in general, the content changes are not large, and more is the change of the way of communication.

The brand adjusts the channel of content output along with the change of consumers' access to information and the change of channels.

At present, there are 7 official accounts, 6 brand accounts and one group account number, and the whole operation is responsible for the whole brand department. Its predecessor is the brand image Department.

The 6 brands account for about 1 million 400 thousand of the membership, and 8 of the members below the line are deposited on the WeChat platform. In 2015, the members promoted the online project. The full name is the member marketing service platform. Each brand is released according to the new band and product information every month. It releases about 27 times a month, plus a total reading volume of about 70-90 per month. At present, it can directly click into WeChat mall to purchase, and the products in the content can be directly clicked to purchase, members information and information can be inquired at any time on the platform.

Micro-blog voicing new user access channel

The new consumers are mainly relying on micro-blog's voice. In fact, Jiangnan cloth is the first thing to do. Micro-blog turns to WeChat. This year, the focus is also on micro-blog, because micro-blog's information dissemination is wider. For the new brand publicity, the first step is to let consumers know more important than understanding and pformation.

WeChat is more partial to its members. It is some users who already know you. Micro-blog is relatively open, the crowd positioning is younger than WeChat, micro-blog is like a loudspeaker, sending content frequency and telling more ways, such as some topics, such as "Unspoken Interesting" topic is dual micro simultaneous release, but the originator is more dependent on micro-blog.

Headlines lend an effective way to portray portraits

The JNBY brand of Jiangnan cloth clothing has been operating for a long time, so the portrait of the customer is relatively complete. But for some newly hatched brands, there is no way to accumulate data when popularizing, and more from inform, understand and pform to the two spread process.

At the stage of information notification, the new brand is still dominated by online. When people open up a client like today's headlines, they see things more and more different, which are labels and images.

Generally speaking, for today's new brands, a wider choice of customers is often the starting point, and then further subdivision through their behavior.

Community marketing is not to cater to consumers.

The impact of new media is the pformation of marketing methods. The path from advertising to sales has been shortened to the greatest extent. The so-called new retail refers to the convenience that consumers have never had before buying. However, in the face of the choice of massive information, the information accumulated in large quantities becomes more and more difficult, and it is not easy to select the information that they want.

Zheng Minjie thinks

Is the convergence of information, they pay attention to what others are wearing, and then they will choose the same, in the process of pmission, to resist a hot spot, even though it is more and more difficult and the cost is bigger and bigger, but the cloth in the south of the Yangtze River still wants to try to do something different from others. Although pushing in the aspects of catching up hot spots and star information can really get higher attention, but for content, Jiangnan cloth clothing still has its own attitude, insisting on its own differences is also the way of community marketing of Jiangnan cloth.

Jiangnan cloth clothing does not blindly pursue the adjustment of content to guide consumption to improve pformation, and ensure that content quality and pformation may not be proportional to each other. However, from the independence of content, if too much "caters to" consumer interest will lose its attitude, it will be irresponsible.

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