Assurance: Chinese fashion men's HOZZS

Huang Ping, deputy secretary-general of the Chinese Fashion Designers Association, pointed out from the market point of view that China's current leisure products for sale tend to be homogenous and the audience for fashion products is too narrow. This embarrassing situation has a long history. Cheap fashion presents a tough market opportunity, especially in today's big economic context, the trend of cheap fashion is bound to intensify in China.

Innovation: Fashion positioning, cheap sales The fashion that hangs in a beautiful window always looks beautiful, but people who frequently have high prices are looking up. However, with the sudden emergence of ZARA, H&M, and C&A, their good performance in the field of affordable fashion has made history of “fashionable, non-fashionable” claims. According to the data, ZARA's sales in Shanghai stores reached 800,000 yuan a day, which is equal to the sum of the daily sales of 80 Chinese clothing brands.

According to the economist Lang Xianping, clothing brands can be simply divided into two types, one is the top luxury brands such as LV, GUCCI, their core assets are brands; one is GAP, Baleno and other low-cost leisure brands, their characteristics It is the amount of running. The international tycoon giants ZARA and H&M have created a peculiar mix between the two. Their brand image is closer to the former, and the economic model has the same scale economic effect as the latter.

In the field of affordable fashion, "parity" and "fashion" are two core elements that quickly occupy the market. As an advocate of “cheap fashion”, HOZZS is more popularized in fashion, based on the “fashion is so close” brand concept, using “high-end design, popular fabrics, and affordable prices” to create “fashion” in the Chinese men’s field. The new model of positioning and parity sales has become the killer for HOZZS to win the Chinese men's market. “If you spend a few hundred dollars, you can enjoy the fashion of Chanel and Armani International.” The head of the HOZZS brand believes that this is the external performance of cheap fashion and the core competitiveness of cheap fashion.

Accuracy: Enclosure white-collar workers, to seize the mainstream greed for more, is a common problem of many domestic clothing brands. Regardless of whether it is suitable for its own products, brand development, simply diversified style as a development goal, resulting in the development of the future, into the product without the characteristics of brand differences, large audiences and inaccurate brand development bottleneck. This has led to excessive product flow in the trend, and lack of the brand's own design culture, leading to inability to communicate effectively with consumer groups and many other issues.

The HOZZS brand evokes the European chivalry spirit and romantic descent, adhering to the European knight culture and urban street fashion style. It is deeply favored by many young nobles' children and goes to the internationalized Huazhixu. It is also highly style, high quality and super. The avant-garde design method has formed a unique "neoliberal knight" spirit, which has spread continuously from all parts of Europe to form the vane of the new global fashion. It is deeply loved by European, American and Asian city upstarts. It is a representative of the lifestyle of the new city of modern cities from 20 to 35 years old.

HOZZS uses the simple and fashionable product style, matching store space, and targeted cultural communication to accurately operate the brand, lower the “worth” of fashion and fashion, and return to the common people. This fully ensured that HOZZS's pro-people and quality can always have the same, changing the domestic men's values ​​of fashion, so that many men who are keen on fashion and can not be fully satisfied find the reason to be able to enjoy "spend the squandering" flexibly: market-oriented, high station High-infiltration is different from ZARA, H&M and other brands as many styles, multi-audience groups of large-span popularization ideas, the young intellectual white-collar as the core consumer group HOZZS, did not follow ZARA, H & M's sales through the Damai Chang, the formation of scale Marketization, clustering market model, implementation of partial, horizontal and lateral strategies.

Instead, it uses the top strategic marketing advisors in the industry to subdivide the market positioning. In the extension and improvement model, HOZZS adopts a flexible vertical development model aimed at specific audiences. In the prosperous areas of important cities, there are landmark flagship stores to carry out high station positions; in the first-line market, the second and third tier markets are developed. You can either walk in the mall or go to the street shop. You can walk through commercial streets or community stores to achieve high penetration. Through support policies and in-depth market marketing strategies, we help distributors quickly expand outlets, quickly complete channel distribution, and start the market.

The head of the HOZZS brand points out HOZZS's channel model: more targeted and deeper.

At present, under the influence of the international financial crisis, the textile industry has experienced an increase of 5.7% under the condition of a sharp decline in China’s export trade. Some experts predict that the textile and garment industry will be China's first breakout from the financial crisis and the most competitive industry. Perhaps, cheap and fashionable people who occupy certain advantages in the day and night can become a breakthrough pioneer in the apparel industry.