Groom Chinur: Speaking from the blockbuster

"If there were a number of "dark horses" that could be sold during the CHIC this year, it may be possible to list a list. However, no matter how it is deleted, one brand is absolutely among the best.

The “dark horse” referred to here is based on the internal assessment of the industry. For many people in the industry, before the March 28th, the name of the groom Ginnor is relatively unfamiliar.

And on that day and night, the name of the brand suddenly appeared in front of the eyes, and, not a general appearance, such a debut, thoroughly revealing the brand's momentum for many years.

Therefore, if the first brand in the industry dark horse, Grace Hinur well deserved.

In fact, Grace Hinur’s reputation in the men’s market is not small, especially in the brand's location—Shandong Province, which is almost a well-known men’s brand, and many Shandong men own the number of pieces of the brand’s clothing, at least 2 ,3 pieces.

This year's China International Apparel and Accessories Fair, the groom Ginnor was rewarded with a big harvest in the industry, and the super large-scale booth took the lead in gathering the popularity in the pavilion.

At the China Fashion Brands Annual Grand Awards Evening Awards 2004-2005, Grace Jinor has also become a famous guest. The transparent trophy of the potential grand prize is held in the arms, leaving Wang Guibo’s face to swear Smile.

Not a fame

When the reputation of Grace Hinnor's popularity broke in the industry, many people in the industry were asking a question: If the brand seems to be a dark horse, it will be red overnight, and if it can get the potential prize, where is the potential?

China International Exhibition Center Hall 1 has always been a place where women and men wear big brands. Especially the men's wear brand is more than a momentum. In today's era, when the brand matures, all mature brands will not blindly invest. Therefore, in this pavilion, the momentum often reveals true strength.

Unlike previous years, the largest men's wear brand in this year's exhibition space is no longer the name of Jiangnan, which is a few red and white, but this new guest from Shandong. The groom's booth in Jinor is 288 square meters, which is the largest booth in Hall One.

The first time we participated in CHIC, we created the best booth and made many visitors brighten up. According to reports, just on the morning of the 28th, the staff of the Ginger-Hinnur had distributed tens of thousands of branded brochures and made it clear that there were hundreds of cooperative intentions. Moreover, there were many interested merchants who wanted to join the exhibition immediately. Visited the company and negotiated the next step.

It is no wonder that Wang Guibo is happy to be close to his mouth. This year, the groom Ginnor can enter the expo with such a gesture, and there is still a somewhat tortuous experience.

In fact, Wang Guibo was not without the thought of entering the Expo in previous years. However, he always adhered to a principle and would require an exhibition area of ​​more than 200 square meters. In previous years, the men's wear brand was always the main force in the south, suddenly emerged a northern brand, and a large mouth was a large booth, which somewhat confused the industry leaders. Thus, last year, several industry leaders personally visited the headquarters of the Groom and Hinur in Zhucheng, Shandong. It can be imagined that it was a surprising discovery that when a garment company's scale and strength were cast ten years ago, the leaders finally realized that Wang Guibo's booth request was not an impulsive act.

In fact, the reputation of the groom Hinnor is famous in the Shandong clothing market. Even in the surrounding cities, whenever you hit a taxi, and the driver said that he wanted to go to the groom's Hinnor headquarters, the driver could immediately go on the road and be as familiar as the neighbors. Along the way, it will be radiant to tell how many of his groom's clothes were in the Hinnor’s clothes. How many friends are there beside him?

"The quality of the bar is absolutely unsaid. The price we can afford, and their after-sales service is so good, I get the shop directly every time dry cleaning, free of charge. Or do we say Shandong people really ..." It is the real praise of the driver's heart.

The driver's master may be an important part of the groom's corporate culture. In fact, there is still a fine tradition of the groom Hinnor, which has been maintained from the beginning of the brand to the present, and the brand has never been overstretched in the market. This is the belief that Wang Guibo insists. No matter under what circumstances, no discount is a business philosophy that must be adhered to.

Consumers do not care about the business philosophy that is not discounted all the year round. In their words, the price of this brand is already very real, and it can be afforded at any time without discount. It also means that the brand has strength and trust.

It stands to reason that these consumers are familiar with the characteristics of the brand, which is the most real brand cultural characteristics of Shandong people.

However, Wang Guibo still feels often: "In more than ten years, my brand should be good in the existing market, and it has formed brand characteristics from quality, after-sales service and price, but to be honest, I always think that our brand culture You also need to work harder. You must work harder."

Intensifying the brand culture means that Grace Hinur will soon begin to expand its domestic market. Participation in the Expo is a step in action.

"The purpose of our participation is not only to attract investment, but also to take the long view of the public, promote our own image, and learn from others' strengths." Wang Guibo said.

The potential prize means that there is still a lot of potential for development. The task of the groom Ginnor’s trip is also the great potential of the ready-to-develop brand. Although the brand now has more than 800 stores nationwide, and last year created more than 21 billion yuan in apparel sales, in Wang Guibo's mind, this is far from reaching its peak.

Wang Guibo made a gesture: "Now at least one-third of the cities in the country have not been developed. We will gradually go to a class of cities from now on. We must really develop the national market thoroughly, at least ten years or more."

According to reports, Ginger-Chinur had just ushered in a brand new sister brand, Melton, men and women fashion casual wear, Wang Guibo is also looking for Japanese designers.

"From now on, both brands must increase their cultural content. The positioning of new brand prices also has deep cultural connotations. Now we really have to work on culture," said Wang Guibo.

In the clothing circle, there is no famous brand overnight. Behind every successful brand is the crystallization of countless efforts. At the end of the brand award evening party, Wang Guibo held a trophy in hand and said to the staff around him: "The potential prizes show that we are new people. Newcomers will also have a huge stage waiting for us to play."