CLORIS: Build brand value that differentiates with domestic clothing

The 20th China Clothing & Accessories Expo (CHIC), which ended in applause, has played a major role in the development of China's garment industry. Now it has a very wide range of influence, and if it can be displayed on such a high-level platform, With a high degree of recognition for a clothing brand, if it can attract the attention of many professional visitors at the show, it will be rare to detonate the peak of fashion and art in the venue. Lori Slovenian brand CLORIS from London, UK, was the first time to participate in the exhibition. However, it caused an extraordinary sensation in the exhibition hall. In just three days of exhibition time, it cooperated with more than a dozen provincial agents. These results not only come from the high quality of the products exhibited by CLORIS, but also represent a huge boost to the brand's unique value orientation.

What kind of power does a brand's value have? It can be seen from several Coca-Cola figures - Coca-Cola's brand value is nearly 70 billion US dollars, while its annual sales are only 27 billion US dollars. This fact was analyzed and explained in numerous cases as a case in the marketing course. It proved to the world that the importance of brand value was very good. The unique ability of CLORIS, which has positioned itself as a brand for “International Women's Fashion”, to achieve such extraordinary results in the fierce market competition is the difference between the difference and the value of similar brands in China.

Hong Kong Yin Lai International Co., Ltd., as the brand operation headquarters of CLORIS Asia, brought CLORIS from London, UK to the stage of China and brought it into the eyes of the people. As an emerging market in China, the pulling effect of demographic dividend on the economy still exists. In 2010-2011, China’s economic growth has maintained a high growth rate of more than 9%. Many international markets are optimistic about the Chinese market and have landed on the beach one after another. At the same time, China’s urban fashion women’s consumer psychology and consumer purchasing habits are also occurring. Earth-shaking changes. These phenomena have contributed to the repositioning of women's clothing needs by the high level of CLORIS brand: the criteria for urban women to choose their clothing, whether it is simple fashion or comfortable, gradually changing to the value of brand value and brand culture, so the brand value The size becomes the core competitive factor in the future apparel industry. However, China's garment industry has been in the processing stage since the reform and opening up, and its core competitiveness is weak. In this regard, CLORIS entered the domestic market and established the brand values ​​of “fast fashion” and “affordable price”, and strictly adhered to these two principles in the process of development to break the inherent pattern of the domestic apparel industry. In order to adapt to the new domestic development situation, only the article began to show the good performance of Cloris in the Expo.

At present, after scientific sampling and analysis of the industry, it is concluded that the accepted profit distribution structure of the garment value chain should be: 50% of design, 40% of marketing, and 10% of production. However, a considerable number of domestic apparel companies still remain in labor-intensive processing and manufacturing operations, and do not pay attention to product design and brand building. The current popular "fast fashion" culture, in fact, the early rise of CLORIS in the United Kingdom has been practiced, and is constantly improving. CLORIS's “fast fashion” concept is actually based on design, market-driven, brand-building, and R&D, marketing, and brand building. It is a huge difference from domestic apparel brands. Change. To this end, Yin Lai International Hong Kong and more than 100 upstream suppliers have maintained close cooperation, reaching an annual supply of more than 10 million supply scale, a strong supply of guarantees to ensure that CLORIS (18) launches its products in 18 bands every year. The cargo cycle takes only 15 days and possesses the fast fashion response capabilities of the international fast fashion brands ZARA and H&M.

CLORIS currently focuses its channel development on the second- and third-tier cities of the medium-economic index, which is a combination of strong regional strength and overall strength. When numerous domestic and domestic brands blindly open stores in first-tier commercial cities in first-tier cities ,CLORIS has finally selected the “parity value” strategy in the second and third-tier markets through a macro analysis of the domestic economic environment and forward-looking estimates of the development space and potential of all levels of cities in China, allowing more Consumers in the target channel development market can feel the stylish atmosphere from England and feel the “pretty fashion”. CLORIS minimizes the negative impact of high-priced products on consumers, attracts more loyal consumers at affordable prices, enjoys the grace of European courts, and enables more women to experience the luxury of London. charm.