Renault Highlights &Nbsp, And Homogenization Of Differentiation.

From textile to clothing brand extension, from OEM enterprises to create independent clothing brand, from

For Shandong Dai Yin group, the same path has been taken.

Shandong Dai Yin group's predecessor was

According to Zhao Huanchen, chairman and general manager of Dai Yin group, Dai Yin is currently integrating textile, clothing and international trade. It produces 75 thousand tons of yarn, 30 million tons of denim, 5 million meters of woolen cloth and 8 million garments, and is the top 20 strong textile and textile industry in China.

It is the established development goal of Dai Yin group to strengthen and expand the brand clothing section.

Zhang Hui, deputy general manager of Renault clothing, said that the domestic clothing brand went through a period.

Therefore, at the beginning of the establishment of Renault dress, a clear brand positioning was identified: highlighting the taste and personality, and homogenizing the difference.

Renault is positioned to provide high-end business suits and business casual clothes for mature and elegant men, advocating "dressing for quality, fashion and elegance" and spreading the philosophy of life full of miracles. The customers are mainly business people, civil servants, and men who stress the quality of life and dress quality.

"Innovation is not inventions, and fashion trends change year by year.

Zhang Hui believes that "sometimes consumers need to be guided. For example, when a consumer is surrounded by many brands, he suddenly finds a brand that is different from others and suits his personality. He will not hesitate to pay for it.

At that time, prices were not so important.

This is the charm of taste and personality.

Taste and personality come from design.

To this end, Renault dress has established a strong design team, specially hired senior European designers as the chief designer, set up R & D centers in Paris, France and Milan, Italy, combined with the domestic Guangzhou design team, so that clothing design research and development closely follow the trend of international fashion.

Renault men's version and production technology are introduced from Europe, which not only keeps the elegance of the suit, but also reflects the keen sense of fashion trend, classic and fashionable.

Reno has introduced 16 series of more than 600 varieties, including trousers, suits, shirts, T-Shirts, neckties, casual wear, sweaters and so on, and has realized the serialization of the brand.

In addition, Renault has also introduced the unique service method of personalized clothing. Clothing products such as western style clothes, professional wear and casual wear can be customized, so that every consumer can choose from fabric to plate, design, and even every button, according to their aesthetic taste.

In view of the current situation of clothing marketing, Renault has changed the traditional sales methods and marketing concepts. Through the subdivision of sales, market, products and responsibilities, the innovation of marketing methods has been promoted, and the annual sales volume has increased by more than 30%.

On the basis of stabilizing the market in Shandong Province, Renault has adopted three marketing methods, which are stationed in shopping malls, opening up exclusive stores and developing distributors. It has successively entered dozens of large and medium-sized cities such as Ji'nan, Qingdao, Xi'an, Shenyang and Zhengzhou, and has established a sales network in the whole country, which is centered around the three major markets in North China, northeast and northwest, and has set up more than 600 garment terminals in the whole country.