Always have a soft spot for shirts.
10 For many years, Shen Fu has been focusing on shirts and spared no effort in product development and technological innovation.
Chen believes that the popularity of shirts in China in a short time is closely related to its accurate market positioning, novel product design and excellent choice of flour and accessories. In order to get a perfect shirt collar design, designers deeply analyzed the relevant parts of the human body, physiological characteristics, activity range and frequency, and carefully designed the best collar curve, which made the shirt collar of the rich gentry beautiful in appearance, comfortable to wear and never deformed, and became the unique collar of the rich gentry, reflecting the famous style of the rich gentry shirt.
With the changes of the times, people's consumption habits are constantly changing. According to the changes of people's consumption habits in different periods, the rich gentry designed different new products, such as high-count cotton non-ironing shirts, super-silk fabric shirts, anti-static shirts, sweat-conducting shirts, and high-tech environmental protection series such as wood pulp fiber shirts, bamboo fiber shirts, natural colored cotton shirts, nano shirts and so on. In terms of styles, 28 collar types and 265,438+0 sleeves have been designed, and thousands of shirt styles have been developed. Rich products enable consumers to always find their own consumption varieties.
Keep pace with the times, change and innovate hand in hand, and sing a big drama.
As a private enterprise that built its brand earlier, Shen Fu experienced the domestic clothing industry for 13 years, and clearly realized that in today's clothing business environment, in order to maintain Shen Fu's ability of sustainable development, it is necessary to re-integrate the brand with innovative thinking and carry out strategic management on the enterprise, so as to continuously enhance its core competitiveness. In 2003, with the approval of the State Administration for Industry and Commerce, Shen Fu Group was established, which became the first step for Shen Fu to enhance its core competitiveness.
In order to meet the needs of producing international top-class shirts and different series products, Shen Fu Company redesigned and installed the supporting facilities of production technology, and carried out flexible technical transformation on the existing production line. Add three-dimensional cutting equipment to enhance the flexible and rapid response ability; At the same time, it also added automatic cutting equipment, updated sewing and ironing equipment, and installed a suit production line to produce leisure suit, professional suits and casual jackets. The workshop was transformed into low dust to meet the needs of producing high-grade clothing.
Fujita garment production technical transformation project was listed as the key technical transformation project supported by Guangdong Provincial People's Government in 2003.
Taking Cultural Innovation as an Opportunity to Challenge the Competition in Clothing Market
The initial rise of the rich gentry class was accompanied by the entrepreneurial spirit of "striving to be the first in the country and the first in the world". The appearance of rich gentry broke the monopoly of foreign brands on the high-end clothing market in China at that time. At the same time, with the rich gentry striving for perfection in fashion, technology and quality, the slogan of "excellent products for rich gentry" has become a household name in China. The rich gentry once became industry benchmarks and leaders for their peers to learn and emulate. However, with the continuous influx of foreign capital and the mushrooming of local garment enterprises, China garment industry has ushered in the heyday of "letting a hundred flowers blossom and a hundred schools of thought contend". In the extraordinary period of increasing homogenization, the development of rich gentry faces new challenges.
Years of market practice experience tells the rich gentry that the simple branding road is not enough to meet the needs of the rich gentry to stay ahead in the market competition. Facing the challenges and opportunities in the era of brand culture, the rich gentry deeply reflected on the root of enterprise vitality. If an enterprise wants to have vitality, it is not enough to use tactics only in production, service and marketing. The ultimate monetary embodiment of brand value still depends on cultural accumulation and innovation. In this era of brand culture, the rich gentry have deeply realized that the source of brand demand is cultural innovation by summing up the previous road of brand management.
As a pioneer and industrialist of Southland Fashion, Chen innovated and led the establishment of Southland Fashion Brand Alliance, which promoted the development of Southland Fashion Industry. Relying on years of professional understanding and strategic wisdom of products and markets, we initiated and implemented the language system of rich gentry brand culture, and put forward the strategy of new rich gentry in the era of brand culture.
Starting with details, enhancing brand image
Brand culture is easier said than done. The clothing industry is easy to get started, but it is not done well. It is easy to run a clothing factory, but it is not easy to make a good brand. Brand and culture are the concrete manifestations of various behaviors of enterprises. Starting from every detail and doing every detail better is an important part of the rich gentry's own brand culture. Because the rich gentlemen always understand that the establishment and perfection of brand culture is not simply manifested in good fabrics, beautiful colors, excellent workmanship, rich styles and exquisite packaging. Brand culture is the comprehensive expression of various behaviors and a three-dimensional and all-round operation process. After 17 years of operation, through the formulation of name, LOGO, color and group standards, starting from every detail, how to recruit agents, how to set up offices and how to do a good job of after-sales service, today's rich gentleman brand culture has been formed. The final expression of the brand culture of the rich gentry is the final expression of the efforts made by the rich gentry, that is, the cultural expression, which is a rich brand culture expression accumulated and precipitated over the years.
Shen Fu brand was rated as "Top Ten Men's Wear Brands in China" and "Shen Fu" brand shirts as "Top Ten Famous Shirts in China". Won the national sales "Golden Bridge Award" for four consecutive years. From 2000 to 2005, the company was awarded the title of "Advanced Unit of Quality Management" for eight consecutive years. In 2004, Shen Fu Shirt was awarded as "China Famous Brand Product", becoming the first garment enterprise in Guangdong Province to win this honor. In 2005, "Shen Fu" casual wear won the honor of "National Inspection-free Product"; In 2004 and 2005, he won the quality award in the annual fashion awards held by China Garment Association for two consecutive years. In 2006, Shen Fu shirts have been ranked among the top ten best-selling brands of similar products in the national market for ten consecutive years, and ranked among the top ten sales of similar products in the market for five consecutive years.
Gather experts and talents to continue to write brilliant new brand strategy.
Chen, chairman of Shen Fu Group, said, I think brand culture is easier said than done, especially for enterprise managers, it takes a lot of efforts to gradually realize the ideal state. Someone asked me what a brand is and what a corporate culture is. I said that the final performance of an enterprise through your efforts is cultural performance. The talents in the team will eventually have extraordinary convergence ability, and your brand will become louder and louder. At this time, corporate culture will become increasingly profound and rich.
Brand and culture are the concrete manifestations of various behaviors of enterprises. If you do well, you will perform well; if you do badly, you will naturally perform poorly. I used to understand that to build a brand, one is good fabric, the other is good color, the third is good workmanship, the fourth is good style, and the fifth is good packaging. In fact, it is a comprehensive expression of various behaviors and a comprehensive embodiment of a three-dimensional and all-round operation process.
When the rich gentry met Zhang Zhaoda, an international fashion designer who shared the same interests and loved the great cause of national culture and fashion, and Dr. Li Jihai, a famous brand planning expert in China, they collided. In the era of advocating brand culture, with the same understanding of the golden saying that "the nation is the world", they witnessed side by side with practice.
In 2006, Shen Fu Group invited Zhang Zhaoda, a famous fashion designer in China, as the general consultant of the Group. Zhang Zhaoda has been interpreting the fashion legend of China and even the world for many years, and has unique views on the planning and development of fashion strategy. At the same time, Shen Fu also invited some famous brand planning experts from China to be the planning and strategic directors of the group, and implemented brand culture innovation to make Shen Fu a more powerful and competitive clothing group enterprise in China.
With their deep understanding of the clothing market and years of planning experience, these experts have made an accurate strategic pulse for the rich gentry, formulated the plan of the rich gentry group in the new era, and established new business entities such as the rich gentry international brand marketing division, the rich gentry senior men's wear division, the rich gentry aristocratic clothing division, the rich gentry classic women's wear division, the rich gentry childe fashionable men's wear division, the rich gentry fashionable women's wear division, the rich gentry baby children's wear division, the rich gentry professional wear design and production division, and the rich gentry import and export trade division.