Strengthen the terminal Bo Yang, Tang Shi two major brand clusters

Bo Yang, Tang Shi, the two major brand clusters

In the first half of this year, sales of home textiles reached RMB 1.6 billion, up 55% year-on-year

At the end of June, F.IR (Flyer Orchestra), a favorite of young and middle-aged youth, joined the company; in early July, the world-famous high-end casual wear “TOM·TAILER” settled; after becoming the major shareholder of Ningbo Xinjiangxia, it has recently entered the In Yuyao's downtown area, “Yuyao Changfa” 16,000 square meters of high-end department stores... Since this year, Boyang Group has made frequent efforts in terminal sales, brand image and Other aspects, attracting people's attention.

In recent years, a lot of garment enterprises in Ningbo have been slowing or even falling, while the clothing brand represented by “Tanglion” and the leading home textile brand of “Boyang” by Ningbo Boyan Group have been on the domestic market, and they are in turmoil. It doubles year after year. It is understood that in the first half of this year, apparel sales reached 1.6 billion yuan, an increase of 55% year-on-year, and the situation is almost equal to the current giant in the domestic fashion industry.

10 years ago, Boyang Group, which specializes in foreign trade, insisted on bringing out the first domestic textile brand “Bo Yang” and at the same time created the clothing casual brand “Tang Lion”. After ten years of hard work, these two major brands have started at home. The Ningbo garment company has such a strange phenomenon: after the apparel company has started its brand and reached a certain sales scale, it is not a stagnation, it is a decline, and it lacks the spirit of the brand. Bo Yang, with its accumulated capital, talents, and brand advantages, has taken a new and innovative mindset and is rushing to compete with domestic apparel sales giants.

Since 2002, the decision-makers of the Boyang Group, led by chairman Dai Chuan, have identified multi-brand development strategies. In the multi-brand development, to strengthen the independence of brand creation, it is often the first to establish a brand entrepreneurial team. This team designs clothing for a specific consumer group. The group companies provide them with a series of guarantee services such as capital, funds, and testing centers. At the same time, each brand entrepreneurial team is a company whose designers design completely market-oriented. Designers' income is linked to the sales performance of design apparel. In the process of creating a brand, focus on enhancing the brand image. In 2002, Bo Yang selected from among many singers an image spokesperson who represented beautiful youthful, lively and moving, Taiwan’s ultra-popular combination S·H·E as Tang lion. Along with the popularity of “Persian Cat” and other songs, Tang Shi’s clothing became young and fashionable. symbol of. In 2004, Tang Lion sold 15 million garments, became the largest company in Ningbo garment industry, and quickly promoted the first echelon of domestic casual wear. In June of this year, "Tang Lion" also invested millions of dollars in the more fashionable and more conspicuous Taiwan F.IR (Flyer Orchestra). "Bo Yang" Home Textiles is elegant and solemn Hong Kong artist Zhao Yazhi spokesperson. Over the past two years, various brands of Boyang have been created through entrepreneurial teams. The apparel industry has grown from Tang Lion to ITISF, Demana, Wal-Mart, Tattoo, 33layer, TOM and other brands. The home textile brand extends from "Bo Yang" to Cotton Flower, Ivy, and Hibino. Different consumer groups can find their favorite home textile and apparel brands. According to the latest news, Boyang Home Textiles and Tang Lions are rated as China's 500 Most Valuable Brands by the World Brand Lab with a brand value of 2.764 billion yuan and 2.2 billion yuan. This is the only company in the country with two brands selected one after another. Business.

In the rapid expansion, Boyang has learned that some domestic apparel and color TV companies have entrusted their sales networks to distributors. Finally, the company’s sales network is controlled by people and leads to failure. When Boyang creates a “win-win” franchising model for domestic distributors and enterprises, it establishes a hypermarket representing the brand image in the downtown area of ​​each regional city and controls the main channels of terminal sales. At present, in the entire sales system, the percentage of franchised stores (marts) operating, cooperative management, and franchising is 40%, 30%, and 30%, respectively. It is understood that, at present, Bo Yang's two major brand cluster sales network of clothing and home textiles throughout the country, the sales network has reached 2,000. It is understood that by 2007, Bo Yang will have 3,000 sales outlets, 10 large department stores, 100 hypermarkets, and a total business area of ​​600,000 square meters, making it the largest apparel retailer in China.

With the continuous birth of the brand and the rapid growth of the market, how to effectively implement management is a difficult problem facing the decision-making level. Since 2002, Boyang has set up a corporate information development center, equipped with a strong professional team, and all aspects of sales, logistics, supply, capital, and finance have been armed with information technology, achieving capital, cost, efficiency, and logistics. Optimization of inventory, etc., greatly improved the product's market competitiveness.