Insight into the women's market, a listed brand Kola Wei white-collar women

Kelan Zhang brand general manager Zhang Yuping unusually busy recently, she has not remember the first few days did not sleep a safe feeling. Her schedule is filled with the names of one person after another, who are agents from all over the country. Beijing Jiuhua Villa that catwalk, so that agents can see Kola Wei Wei design behind the business potential, came to negotiate more people. See reporters, Zhang Yuping has not been calm from the excitement of work, she said he was "painful and happy."

Broke into the white-collar business opportunity gap

In order to find an accurate brand positioning for Kola Wei, Beijing Neal Company was fully prepared for three years.

In these three years, the company took a long time to conduct market research. Hua Nier batch allocation of staff down to all districts and counties, into the local shopping malls to observe what women's brand positioning at what level, what grade the best selling price; repeated and dealers have been operating for many years to communicate. A round of investigation and discussion, and finally reached a "urban fashion new dress" brand positioning consensus.

"We found in the survey, the current market, women's clothing is too young, it is difficult for white-collar workers to wear out in the formal occasions; either the price is high, and now slightly better shopping mall women's mature brands are often more than a thousand or two, to white-collar workers Resulting in greater economic pressure, especially the current inflation, clothing prices are also to follow suit, white-collar economic overdrafts is very serious .Zhang Yuping said that they are from the white-collar apparel market to find the status quo "inspiration", to determine the Kolan Wei positioned between the white-collar fashion and formal wear, both to work wear, but also to wear when off work, the most crucial point is that they set the product at a reasonable price: 200-1000 yuan, which is a suitable The vast majority of white-collar workers to bear the price.

In fact, the white-collar consumer group has always been the number of merchants compete for high-quality objects, this group of relatively strong economic capacity, and consumer desire is very strong, so the consumption of white-collar workers around the various forms and patterns of economic emerge in an endless stream, in addition to conventional shopping malls and Monopoly stores, shop directly against the white-collar workers are also booming in recent years, businesses even directly into the store to white-collar office workers have haunted office buildings, the community economy has become the industry experts focus and analyze one of the phenomenon.

However, some experts pointed out that businesses may be too optimistic about the estimation of the spending power of white-collar workers, often prohibitively high pricing incredible, and finally ended up with the outcome of Waterloo is not uncommon. Visible, for a new brand, positioning and pricing are very important.

Strong production backing

Prior to "Creating a Brand," Neil has been designing and manufacturing 12-year-old work clothes in Beijing. Its business has been plowing into large state-owned enterprises such as banks, electric power and petroleum.

"Indeed, we have done in the tooling has a critical point, the market share is so large, we can not do anything, it is impossible to exceed Youngor's clothes market, right?" Zhang Yiping asked reporters. She said the company wants to become bigger, to find new profit growth point, we must do their own brand. Zhang Yuping gave reporters a list of several foreign similar factories in the development process, experience shows that the establishment of a brand is a commercial business development to a certain stage of the inevitable product is to enhance the core competitiveness of enterprises an effective means.

Although the factory has always been controversial brand, and the case of success and failure in the market at the same time, but Zhang Yuping insisted they have the confidence of success. "At the very least, we have a lot better brand than the brand OEM, because we have strong design capabilities, has been based on market-oriented products, not just that sense Production plants do not understand the market. "Zhang Yuping said.

Zhang Yuping Kola Wei Wei's sales forecast is to reach one hundred million within three years of market share in the second and third tier cities in the country have their products. In order to ensure the development of Kola Wei, in August this year, Neal invested an additional 18 million yuan to acquire 25 acres of land in Yongqing Industrial Zone, Langfang, Hebei, to build a second factory in an effort to achieve a higher production capacity level.

Backed by the accumulation of 12 years in the factory, expanding the market with the brand and eventually stabilizing the work clothes business, it is the "wishful thinking" of the brand of Korah Wei.

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