In 2010, Rimula company out of a book, named "Rimula thirty years." Hong Zhao Ming wrote in the title page of the book such a sentence: "a person can do a good job in life incredible." This sentence can be said that Hong Zhaoming life credo, but also the core concept of Rimula brand. Righteous tyrants, can not be mentioned Hong Zhao Ming entrepreneurship at the beginning of the two doors, which has become the story of each Rimula article will tell. The first entrepreneurship is about the survival of the enterprise Rimula three brand evolution theory, from the early reform and opening up to 20 years of 2000, was described as the "product era", which is the reform and opening up the market spontaneously freed from the shackles Era. In this era, the market supply is less than demand, as long as there are products sold, the market is in short supply, so the competitive position in this era in the factory. The lunar calendar 31 years ago On June 25, Hong Zhaoming, a middle-aged man in Jinjiang, sat at his doorstep and watched the dungeon rage, determined to make some changes. Jinjiang almost everyone will do clothes, this is their ancestral skills. So he went to the Shishi market to buy four cloth, began to pondering the garment business. However, his family were stumbling, even a CD can not afford to buy. At home, he saw the two door panels, immediately unwinding the door to make a CD bed. In this "combination" CD, Hong Zhao Ming start a business, the Chinese leisure men's first brand in the future as a fulcrum to start. Start without the help of workers at the beginning, Hong Zhaoming took the cloth cut out to nearby neighbors to do, and then recycling, and then riding a bike to the Shishi market selling. At that time, a piece of clothing could only earn 2 cents, but his business grew rapidly due to the integrity of his work and the quality of the clothes. Two years after the company set up "Xinyili Belle Garment Factory" with his brother, Hong Zhao Ming started his own business in 1986 and started the "Belle Garment Factory". The predecessor of the company is now officially born. However, "Belle Garments Factory" started producing garments, is not called "Rimula" card, but "Daming" card. Hong Zhao Ming in the local there is a very loud nickname, "Tau Ming", simply called the garment factory production "Daming" card. Around the "Ming Dynasty" also done enough of the article, the new plant named "Daming Industrial Building", dormitory building for employees also named "Ming dynasty apartment" for a time "Daming" brand reputation. However, when Hung Shiu-ming went to the Trade and Industry Bureau to apply for registration, he suffered a great drink - "Ming dynasty" has been registered. At this point is already "Daming" card used two years later. Regret endless Hong Zhao Ming, had another name for another brand. Contemplated after Hongzhao Ming selected the "Rimula" name. Officially named "Rimula" brand, "Rimula men" quickly because of the stylish style and excellent quality in the market, but the product structure is not a jacket. To see the hot sales situation, and no fever, he knows that only to create a unique and powerful product advantages, to establish a complete product structure system designed exclusively for Rimula, in order to truly compete in the market invincible Ground After investigation, Hong Zhaoming found jacket this category is very popular, with great potential for development. In 1991, he set the product-led direction for the company - focusing on the jacket category. The following year, he registered the first "rocket head" sign for "Rimula", then whether it is "boxing champion" sign, or "return of the king," Rimula men always do not change "focus jacket" corporate strategy and mission. The second venture decided to seat the second era, the commodity into the "brand era," the competitive location in the market, with the market supply and demand role reversed, simply what to sell what the model has been eliminated. In this era, the market economy is gradually getting on track and the law of value of the commodity economy begins to control the market. The market needs to decide on production. Therefore, this era needs a brand, you need to shape the corporate image, brand image, through corporate image, brand image to attract consumers. 2001 "Rimula Men", began with CCTV Boxing Championship to carry out long-term cooperation, began the road of sports marketing. During the 2002 World Cup, Rim strong win CCTV gold game period. "Dare to fight with the world," the slogan enjoys popular support. Rimula World Cup marketing the first step, has achieved unprecedented success, the brand's publicity reached an unexpected breadth. 2003 Sino-French Culture Year, in the fashion capital of Paris Louvre Notre Hall, from the East China's clothing but to romantic, dazzling French man eyes bright as the Chinese apparel show a beautiful landscape. This clothing brand is - Rimula men. After the Sino-French Culture Year, Rimula strong design team shouted the strongest voice of China's garment industry - "every one has a unique design Rimula jacket." It seems in the Rimula, "original design" is not just a selling point when advertising, more importantly, as Rimula men's brand positioning. At the same time, with the "original design" as a product of R & B men's products, as one of the most famous brands in the domestic jacket industry, a business mission has naturally emerged in the eyes of the Jinba people. That's it - leading the jackets brand in China to the world. During this period, Hong Zhaoming's meticulous cultivation quickly made "Rimula Men" a first-line brand in China's casual wear. After successfully selecting the sports marketing strategy, "Rimula Men" has finally become a well-known brand and became the first Chinese jacket Brand. The third entrepreneurial decision Rimula Whether the foundation Evergreen to the present "the third pioneering era," What kind of a situation? Rimula internal representation is "the mind age." What kind of value a brand brings to the consumer, what represents the consumer impression becomes the top priority of brand development. Because of the current proliferation of media, information explosion, network complexity, how to grasp the eye of consumers in the overwhelming brand has become a bottleneck in the development of the market economy. In the mental age, how to quickly occupy the consumer's mental resources, brand how to seize the minds of consumers has become the key to brand development. Brand development to this stage now, simply selling the commodity era has gone. Because there is a "binary principle" in each industry, depending on the particular industry, there may be only two brands left for consumers to remember in the end. For example, KFC and McDonald's, Pepsi and Coca-Cola, Nike and Adidas, Baidu and Google and so on. Competition in each industry to the late stage, allowing consumers to really remember only a handful of the best brands. With Ren Ba men, vice president of Hung even into the words: "The brand is actually an instant association, a real strong brand, often always represents a word or a concept. Speaking of a word you can think of a brand, business success." And For brand target groups, Rimula also has a special term: "a wealthy tribe" - a spirit of the family with a jacket. As the backbone of today's society, wealthy ethnic groups need the community to recognize their identities after getting rich. However, when they start their own businesses, they are always busy with work, busy with work, and have no time to take care of clothing collocation. Rimula brand products and services just make this group get social recognition. "With the development of society, this wealth-creating ethnic group will also gradually reflect the younger, so Rimula has two very important value is the leading style of our product design, plate-type experience in the 30-year panel design experience Based on the continuous addition of fashion, popular factors, so Rimula has always stood in the trend of the times in the support of these two values, Rimula not only the loss of old customers, but also to attract a new generation of young entrepreneurs, This is a very important point captured Rimula. "Rimula is now in a very important and mature stage. At this stage, Rimula positioned its core consumer group as "the main body of wealth creation", that is, those who started their own businesses since the reform and opening up. This group of people in the process of entrepreneurship, the body can feel the power of Rimula, and this time Rimula brand features will be reflected. It is precisely for this reason that Hung Lianjin thought that the jacket worn on people should, in a sense, be worn by the spirit of the times. Just as the very important quality unique to the Chinese people - hard working, industrious and self-reliant, Rimula can represent the unique qualities of the Chinese people. It always gives these wealth-creating subjects a feeling of struggle, masculinity and domineering power. , And this feeling is also the main motivation to attract them. Rimula now has a thing that has deep into everyone's mind, that is, "it represents the jacket." Today's Rimula has become synonymous with jackets, and even a symbol. Recommended reason Brand concept: concentrate on, focus on three decades, every RBA partners have uphold the "one life can do a thing well done" concept, wholeheartedly, dedicated dedicated to the field of jackets. Brand culture features: Like the piece of jeans made of tent cloth in 1873, which represents the dream of all Americans, the rebirth and popularity of jackets in China also illustrate the germination and formation of a spirit of the times and aesthetic points. Rimula men's jacket focused on 31 years, it has a unique design ended the monotone jacket, which became China's leading luxury fashion jacket. With its perfect beauty and practical combination of formal and casual wear right balance, the jacket is almost enough for a variety of occasions, it is precisely because of this trait, this was first born in France's clothing category, after two hundred years After the cultural quenching, the natural born of China's most inspirational wealthy generation of the most direct fashion expression, but also has become the tide of China's commercial development the most representative of the spiritual gowns. Brand positioning: Since its founding in 1980, K-BOXING men's brand has been focusing on jackets for over 30 years and has been focusing on men's wear market since its establishment in 1980. The market has been vigorously developed and has flourished in 32 provinces and cities nationwide. 3000 brand franchise stores. Memorabilia ◎ 1980, Hong Zhaoming led his family started from two doors, start the business path. ◎ 1989, "Rimula" Chinese name trademark registration. ◎ 1991, Rimula brand clothing sales, Hong Zhao Ming will be the dominant direction of the company's products for the production of jackets. ◎ In 1994, Jinba brand jackets were appraised as "Gold Prize" by Fujian Provincial People's Government at Fujian Industrial Expo. ◎ 2000, Rimai abandoned the wholesale consignment system, the official opening of the franchise system. ◎ In 2001, Rimula started sponsoring the CCTV Championship and long-term cooperation was reached. In the same year, Rimula was among the top 100 Chinese garments, ranking 21st. ◎ 2003 Sino-French Culture Year, Rimula men in the fashion capital of Paris Louvre Nott Hall to become the Chinese apparel show a beautiful landscape. ◎ 2008, Ba Jin men's new flag, "Return of the King," was officially released. Jacket: freedom, equality, fraternity symbol jackets, from the day it was born, it is destined to be a legend. It is a revolutionary way to fashion to fashion. During the French Revolution at the end of the 19th century, through the revolution the revolutionaries abolished the "Clothing Coercion Law" of the past, severely hit the extravagant and tedious costumes of court aristocrats, and pushed the revolutionary's own costume, the "jacket," onto Historical stage, a symbol of democratization of men's clothing, a symbol of freedom, equality, fraternity. People often say that the image of clothing is an encyclopedia of national culture. Different clothing images reflect different periods, different nationalities and different social strata. Different clothing images show different taste, life style, aesthetic taste, religious concepts, cultural differences and different ways of thinking . To some extent, clothing also represents a strict hierarchy, strata and geography. However, the jacket is different from all the costumes in the past, and it has been widely accepted and endorsed worldwide. From the president, the generals, ordinary officials, intellectuals, to the business community, workers and peasants, a good jacket can be their most comfortable choice, sway freely and lively. As the world's top fashion designer Giorgio Armani said: "Jacket is the most important invention in the history of clothing, diversity and functionality in one, suitable for people of all walks of life." Professional apparel researchers believe that jacket has been widely recognized and prevailed worldwide, largely reflecting and benefiting from the current world economy, the culture of all ethnic groups, different civilizations, the values ​​of mutual blending and integration of the grand occasion of the world More open and more equal. The jacket, a collection of outstanding costumes all kinds of excellent elements necessary. Good things, of course, will be accepted by people all over the world. In other words, it is inevitable that jackets become the legend in the history of apparel. Rimula, chose the jacket, but also choose the legend. Rimula to deduce the legend of Chinese jacket, interpretation of the legend of modern Chinese clothing, Rimula to lead the Chinese jacket to the world. Since the beginning of the reform and opening up, the imported jacket has been introduced into China. Its unique intrinsic character has been fully integrated into this era of ever-changing future. It has become "the spiritual outer garment for every Chinese who cherishes the dream of creating wealth." Discard the "jacket" Select "jacket", for a clothing category, more likely to be a metaphorical meaning. Rimula Men's expectations through the word difference, the Chinese jackets enterprises and consumer groups to reach a consensus between that jacket is not only representative of "grassland like a flourishing Chinese dream of creating wealth, but also have additional content or meaning, This content is fashion, is creative, is taste, is personality, is to experience. " A "eggplant" word, not only made clear the spiritual characteristics of jackets, but also shows the jacket as a fashion creative industries more possibilities. When it comes to the westward movement of the United States, the cowboy dress that always emerges in people's minds is jeans. As a spiritual totem, jeans become the spokesman for the American dream. For China's reform and opening up, looking for a clothing category as an endorsement, jacket is the natural choice, because it is released, it is the spiritual core of our time: hard work, enterprising, wealth and self-improvement. It can be said that the jacket is a style, jacket is a temperament, jacket is a faith, is the best endorsement of the Chinese dream, it needs a more Chinese culture of writing. The international apparel industry believes that the legend of Mr. Pierre Cardin lies in letting high-end fashion take off the noble T-shaped table and let the clothing art serve the common people directly. Mr. Versace's great contribution to the fashion industry in the world turns ordinary clothes into Art, to promote the essence of the fashion industry itself has been sublimated. The Rimula to do is to China-based international fashion, to fully absorb the outstanding elements of Chinese clothing, leading the Chinese jacket to the world.
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