Tuzzi TUZAMA's "Perception of the World's Wonderful" new product launch debut chic

Recently, a series of statistical data have been placed on the desk of Lu Peiqiang, the president of Hong Kong's Aberdeen International Group Co., Ltd.: In the past year, the newly-created children's fashion brand “Alice Tsai” has added 22 self-operated stores. , Affiliated retail stores 54, the annual sales revenue increased by 30% year-on-year, "Tsai Zi" for two years to retreat into the brand upgrade, channel integration, terminal image enhancement strategy to achieve initial success!

It is reported that the Aberdeen Children's Wear will participate in the "19th China International Clothing & Accessories Fair (CHIC)" held on March 28-31, 2011 at the Beijing New International Conference and Exhibition Center (New Shunyi Hall). Lu Peiqiang could not help but be happy.

As an international fashion brand for young children landing in the Chinese market from Hong Kong, Aberdeen is adopting an asset-light mode of operation that focuses human, financial, and material resources on design innovation, and invests an annual average of 10 million yuan in product design R&D funding. Physiological features, using black and white, two personalized colors as the main tone, rich colorful decoration, through the design of children's learning, games, fun, festivals, sports and other clothing in the living state of fashion, with an average quarterly Launched more than 1000 models of new products to create the rhythm of innovation, creating a variety of colorful black and white children's fashion style, creating a national brand stores more than 1,000, a single paragraph "rabbit" black and white children's fashion annual sales of 1 million, brand products Annual sales revenue exceeds 100 million yuan and many other miracles.

In the face of an enterprise's gratifying development, Lu Peiqiang did not let the "rabbits and cubs" who had made great strides and accelerated, but slowed down. He led the management team to study the psychological characteristics of children and youngsters, study how to guide parents to enhance their aesthetic vision, study the changes in children's wear patterns, and refine the children's consumer demand into multiple levels, using the latest international research and development, and customizing for brands. Ultra-light, ultra-soft, ultra-warm, fashionable and environmentally-friendly "high-grade imported fabrics, the personality style of the lively "Tsaizi" brand; the introduction of fashion women's development model, in addition to product design and innovation with interactive interaction, and Achieve the seasonal changes in the wave of the product mix to market, always keep the terminal has a fashionable product for consumers to choose.

In the slow-paced layout market, Rabbit Tsai Company has realized the innovation and integration of multi-tempered brand management culture. It has changed the development model of past sales of new storefront sales into the potential of intensive cultivation and digging of single stores, and regards innovative brand service culture as The essence of the competitive market is to promote the increase of brand added value by implementing the brand culture in each operating detail. Although the storefront slimming project reduced the number of supermarkets with more than 1,000 stores to 600, the soaring sales performance has declined, but the internal quality of the company has rapidly increased. , and always maintained in the innovation of the "live and feel" brand image, in the increasingly fierce competition in the clothing market has become popular, "Funny Tsai" children's fashion sales in many shopping malls, performance has always been ranked children's wear The top category of commodities.

Yin Yeqin, a franchisor of Zhejiang Rui'an, who has been engaged in the sale of children's clothing for 11 years, joined the management of the rabbit brand after the strategic adjustment of the company. She deeply implemented the concept of brand management services, from the merchandise display, to the marketing promotion of the rabbit and other brands. Since the marketing model was learned, it quickly achieved a single store sales of more than one million results. In April 2010, Yin Yeqin, who had been with Tsai for two years, joined the brand's young children's fashion store.

Keeping the rhythm of fashion innovation, fresh and young children's consumer demand, the rabbits who practice their internal strengths again attacked steadily. They took the international brand as a rival to challenges, opened up the brand service concept and business model innovation project, and further optimized the product structure and added new products. The highlights and value of products have greatly increased the pace of market launch of new product innovations, the rhythm of market information feedback, and the rhythm of product sales replenishment. In addition to the first-tier cities, downtown areas, and large department stores, the “Rabbit Tsai” image store and flagship store were re-launched outside the market. The “Rabbit Tsai” brand store also lost ground in overseas markets such as Southeast Asia and the Middle East.

As a rival for transcendence, the company has cooperated with well-known business planning agencies to innovate the image of brand culture, increased the implementation of brand service concepts and business model innovation projects, and established qualified distributors by establishing a first-level dealership system. To upgrade and reconstruct, coordinate the development and operation of the primary market; through the establishment of a sound retail terminal system, to achieve business information, standardized management, scientific assessment of franchisees, from the source to control the quality of the franchise; through the single-store benefits for development, will The single store is bigger and stronger, and at the same time it develops a multi-channel strategy, develops new channels and new sales formats, establishes a diversified business model in the children's products related system, and forms a larger area of ​​children's fashion chain agencies, ensuring brand development. With the liveliness of the channel construction, it laid the status of the international leading brand in the field of children's fashion.