Brand-new marketing-clothing purchase on demand
At the beginning of 2002, Zhou Jianping, president of Blue Ocean Group, went abroad for market research as usual. He went to Japan this time. During his stay in Japan, he was deeply impressed by the rich varieties, popular prices and popular alternative purchase methods of the two Japanese clothing brands. He envisions that if this clothing sales model for mass consumption is launched in China, it will have great repercussions in the industry and form a unique advantage. After returning home, Zhou Jianping immediately put this bold idea into action and established Jiangyin Lanhai Home Furnishing Co., Ltd. ... after intensive.
Lanhaizhijiatou
After market research and brand planning, in September 2002, the first store of "Blue Ocean House"-Nanjing Zhongshan North Road Store officially opened. This brand-new, self-selected clothing purchase mode has opened a brand-new page in the history of clothing marketing in China.
As self-selection is a brand-new clothing management concept, and Blue Ocean House is the first one to introduce self-selection clothing into China, there is no brand to refer to in China. From the very beginning, Blue Ocean House is faced with zero brand (brand is new and consumers know little about it), zero market (market share is zero), zero model (it takes a process for consumers to accept brand-new business model and consumption concept) and zero experience (no experience at all).
Blue Ocean's family members, who are quick to respond and act, find problems in their work in time and quickly adjust their development ideas, such as: adjusting the store area and streamlining the staffing of the store; Improve the recruitment requirements and training of store personnel; Implement a professional store manager system; Implement a quantitative salary assessment system; Implement "full custody" management for franchise stores; Implement strict store inspection and inspection system; Scientifically and reasonably allocate goods and so on. In order to learn from the advanced brand operation experience of developed countries, Blue Ocean House also sent product developers, engineering designers, marketing managers, personnel trainers and CI designers to Japan and Europe in batches to study and inspect, so as to fully digest and absorb the advanced experience of others.
Lanhai Home Furnishing Shop (Sizhang)
. The implementation of this series of measures has made the development direction of Blue Ocean House clearer, the business model more mature and the management more perfect. Blue Ocean House quickly stepped out of the trough and embarked on the fast lane of benign development.
2 brand connotation editor
Blue Ocean House [2] is just a clothing brand in the eyes of ordinary people, but in fact, it has surpassed the connotation of traditional clothing brands since its birth. It is also a marketing brand, a service brand and a chain retail brand. Specifically:
Chaoda men's wear megastore
In the 200- 1000 square meter storefront of Blue Ocean House, adult males are displayed from top to bottom.
Blue Ocean House Spokesperson-Du Chun (10 photo)
From the inside out, from formal wear to leisure, from spring to summer to autumn and winter, there are more than 5,000 kinds of clothing products in the series of 17 all the year round, and the age of consumers ranges from 18 to 100. The existing clothing categories of Blue Ocean House include suits, leisure suit, jackets, cotton-padded jackets, coats, down jackets, sweaters, shirts, T-shirts, trousers, casual pants, jeans, underwear, belts, ties, scarves, socks, shoes and so on. There are all kinds of clothes that adult men need. It's really a man's wardrobe.
High-end, medium-priced
Blue Ocean Group, the "backer" of Blue Ocean House, took the lead in putting forward a brand-new clothing production concept in China, that is, the research and development of clothing began with the most primitive wool, thus taking the lead in forming a complete industrial chain from wool to finished clothing in the domestic clothing industry. It is precisely because of this industrial chain that Blue Ocean products can go through the purest circulation link, from pasture to workshop to store, each link is their own resources, without the participation of any middleman, thus effectively controlling the cost and quality of products and directly benefiting consumers. Therefore, the price of each set of Blue Ocean House is only between 480- 1680 yuan, which is far lower than that of similar brands of the same grade, and it is perfectly realized.
Non-interference, optional
Men only buy when they need to shop, and when they like it. They don't like people staring at them and telling him this is good and that is good, which makes people feel uncomfortable.
Blue Ocean House abandons the traditional "one-on-one" shopping guide mode, but provides consumers with an undisturbed free shopping environment. Blue Ocean House's clothing products are displayed according to varieties, sizes and specifications, and there is a self-selected shopping guide map at a glance, so consumers can easily choose clothes that suit them according to their height and body shape. Blue Ocean House also has a bell beside the shelf and in the fitting room. If the customer needs service, just ring the bell, and the professional service staff of Blue Ocean House will come to him in the shortest time to provide him with quality and thoughtful service. It is this relaxed and convenient clothing shopping experience that makes more male consumers willing to come to Blue Ocean House and choose suits, shirts, shirts, ties and belts, which avoids the tedious shopping in many stores and becomes a fashionable and convenient "one-stop" consumption.
Connected and Locked.
At present, many clothing chain brands have the problem of "receiving" but not "locking", that is, they only have the image of "receiving", and there is no unified price and service, so they cannot be "locked" in management. However, Blue Ocean House has unified image, unified price, unified management, unified procurement, unified distribution, unified decoration, unified recruitment, unified settlement and unified national chain management, and has truly achieved both "linking" and "locking", "linking" brand, "linking" image, "linking" product and "linking" brand.
3 brand image editor
At the beginning of its establishment, Blue Ocean House proposed to build its own brand of national clothing. While making good products, Blue Ocean House also attaches great importance to its brand image. It has hired Wu Dawei, a famous Hong Kong producer, Yin, a movie star, and Du Chun, a popular idol of the new generation, as image spokespersons to promote the brand of Blue Ocean House by putting in various advertisements and participating in the China International Fashion Expo every year.
In the expansion of the store, Blue Ocean House chose "golden location, diamond shop" as the location of "Eight-character True Classics". The "prime location" is the main business district in the city, the most popular, best-selling and highest-level business center with large department stores and various commercial facilities. "Diamond Shop" is the first floor with the most concentrated passenger flow and the best environment along the street. The CI logo of Blue Ocean Mansion, which combines yellow and blue, is bright and lively, especially in the light at night, creating a strong commercial atmosphere for the commercial street. Therefore, within the scope of Jiangsu Province, Blue Ocean House, like McDonald's and KFC, has become one of the first choice brands launched by many governments to upgrade local commercial pedestrian streets, and Blue Ocean House stores have become the commercial highlights of many cities.
Sweep the country with a new model.
In March 2007, Blue Ocean Group, which has always paid attention to brand building, once again became the focus of national attention. Jiangyin Lanhaifu has limited clothing under this group.
Lanhai home
The company once again boarded the highest podium in China's clothing industry, and "Blue Ocean House" won the annual award of "Potential Award" of China clothing brand with its chain operation, unified image and super-large-scale marketing model. This is another honor that Blue Ocean House won after winning the "Marketing Award", and the brand of Blue Ocean House once again sang throughout the country. In September 2002, a brand-new clothing "retail format"-Blue Ocean Home Men's Supermarket officially opened its doors to welcome customers.
"Blue Ocean House" supermarket seems to be no different from ordinary clothing chain stores. However, discerning people will find that the traditional clothing consumption channel model has been fundamentally subverted in Blue Ocean House. Transforming into a new pattern of "pasture-workshop-market purchase", "Blue Ocean House" makes full use of its own resources without the participation of middlemen, and the cost and product quality of clothing have been effectively controlled. And make full use of the group's successful experience in cooperation with top international brands for many years, and strictly implement the production standards of the international clothing industry in terms of pattern design, fabric selection and quality management. "Blue Ocean House" perfectly realizes the "high quality and low price" of men's wardrobe.
Walking in the supermarket, all kinds of discounts and promotions are dazzling. When discounts become a fashion in society, "Blue Ocean House" does the opposite. The unique marketing model has improved the brand integrity of "Blue Ocean House", and the simple and rich men's wear concept has maintained its unique style in the fierce market competition. "Blue Ocean House" implements unified and standardized operation in the aspects of store image, price, logistics and management, and keeps abreast of the sales of chain stores by relying on the advanced network platform of the headquarters logistics center.
In addition, "Blue Ocean House" has a series of innovations in marketing, such as standardized self-selection system and one-stop full-service service, which makes the brand sales of Blue Ocean House rank first in Jiangsu men's wear sales.
Promote research and development with new thinking
Blue Ocean House pays attention to product research and development in brand innovation. It not only has a team of independent designers, but also cooperates with Donghua University and other institutions of higher learning to set up a research and development center to actively study the technical development, development trend and new product development of clothing, and develop a large number of new products such as crease-resistant pants, crease-resistant and shrink-resistant shirts and antistatic clothing. The birth of "Haizhiwei" machine-washed wool suit is the best among many innovative products of "Blue Ocean House".
Blue Ocean House has also set up a design creative park to exchange and discuss new design concepts and new ideas. Students' creative design competitions in Tsinghua University, Beijing Institute of Fashion Technology and other dozens of fashion colleges were also held, which not only enriched and exercised the design ideas and wisdom of reserve design forces, but also made a number of outstanding creative design works stand out, providing favorable conditions for Blue Ocean House to select outstanding talents, and also built a good platform for Blue Ocean House's product research and development to be at the forefront of the same industry in China. Every month, there are dozens of new styles developed and launched by Blue Ocean House, which are deeply loved by consumers after being put on the market.
Enhance your image with new ideas
With the acceleration of brand building in recent two years, Blue Ocean House has not only achieved rapid development in marketing, but also expanded its social influence. One of the important reasons is to make full use of the platform of Jiangsu International Fashion Festival with the help of Jiangsu International Fashion Festival sponsored by Jiangsu Provincial People's Government to promote the brand of Blue Ocean House and enhance its brand image. Blue Ocean House has been co-organizing the opening party of the 8th and 9th Jiangsu International Fashion Festival. The opening evening of Jiangsu International Fashion Festival is no longer a traditional literary evening, but a combination of clothing display, news information transmission, brand interaction, fashion programs and other forms to show the charm of brand Jiangsu and fashionable Jiangsu. The party also highlighted the achievements of Blue Ocean House in Jiangsu's going to the whole country and China's going to the world, which further expanded the social influence of Blue Ocean House brand.
Blue Ocean House will develop through innovation and will also be promoted through innovation. The upcoming 9th Jiangsu International Fashion Festival will add luster to the brand image of Blue Ocean House, and encourage Blue Ocean House to go further on the road of independent brand.
4 management market editor
Manage the market-there is no off-season all year round.
When Blue Ocean House was first introduced to the market, the suit was the main product. At that time, the slogan was "Blue Ocean house, suits are optional". Later, through market research, according to the market situation and fashion trends, combined with the brand style and cultural taste of target consumers, Blue Ocean House products increased the proportion of leisure products, enriched categories and styles, shortened the product development cycle, and new products were continuously listed, which stimulated the purchase of men's wear. The slogan "Blue Ocean House, Suit Choice" has also been changed to "Blue Ocean House, Men's Wardrobe".
In China market, many men's wear brands only do spring, summer, autumn and winter in sales, and summer is regarded as off-season and just a transition. Through extensive and in-depth market research and analysis, Blue Ocean House mainly promotes T-shirts, shirts, casual pants and other products in the summer market, and boldly uses bright colors such as red, yellow, green, orange, purple and blue to enhance the functionality and wearability of products, which are well received by consumers. When we introduce new products, we increase the quantity of best-selling products, ensure sufficient quantity and full size, ensure continuous delivery, and ensure the sales of each store. Blue Ocean House has changed the traditional management concept of men's wear, and regards the off-season as a big season, and all seasons are peak seasons. [3]
2065438+In May 2004, the official flagship store of Blue Ocean House settled in Dangdang, and the online and offline sales were synchronized nationwide, with a new product rate of 100%. Entering Dangdang broadens the platform and adds fresh vitality to the Blue Ocean House. [4]