Lead: Recently Ya Qian brand underwear in various major industry appearances frequently appear, so steady pace of progress, the growth rate so fast, so innovative mode of innovation has aroused the reporter's strong curiosity. So decided to walk Ya Ya, share their success.
Brand articles: Please give us a brief introduction to Under Ya Qian brand, and the road to big brands.
Ya Qian (International) underwear chain is a research and development, design, production and sales of large integrated underwear business. Leading products are bras, underwear, thermal underwear, seamless body underwear, home service, sleepwear, swimwear and other full range of underwear products. Group currently employs more than 2,000, with an annual output of over 1.5 million dozen underwear, the products sell well in Europe and the United States and other global more than 30 countries.
As a comprehensive enterprise, Ya Qian Group, on the one hand the implementation of global positioning, advocacy of international strategy, annual regular participation in the world's largest French Paris, Lyon and other international lingerie exhibition; at the same time from time to time Ya Qian design team to study in Europe, timely Learn from the top international design concepts and fashion elements, and constantly inject Ya Ya underwear in the R & D and production; and a number of well-known international underwear brand to establish a long-term cooperation between the relationship; on the other hand continue to hone the company's internal strength and enhance management standards, To enhance the brand competitiveness. Since 2005, Yaqian Group has taken a strong lead in launching the "Yaqian" main underwear brand for the domestic market and advocated "Yaqie Private Square" underwear chain management mode and the first underwear industry "1 + 1" marketing mode, and for the first time in China Proposed "5S" sales concept. In 2006, Ya Xi underwear successfully signed Wen Bixia as the brand ambassador. In 2008, Ya Qian brand won the title of "China Well-known Trademark" and Wu Peicci became the new spokesperson.
So far, Ya Qian Group respectively in the country a dozen key markets set up an office and brand management. At present, the domestic "Ya Qian Yi Fang Square" chain has reached more than 600. Yaqian Group strive to continue to meet consumer demand, providing consumers with real, thoughtful service; the same time, innovation-driven, committed to creating the most powerful underwear terminal sales system, a new model of the domestic underwear chain leader.
Promotion articles: Yaqian 2009 will focus on ways to promote and promote the view of the kind
Integrated communication promotion strategy
At this stage, branding should be rational, not dry, not virtual. The financial crisis has brought pressure on enterprises, most enterprises first adjusted the advertising and promotion costs. Ya Qian sufficient cash reserves for the dissemination and promotion of the brand provides a favorable protection, the promotion of the crisis is still on schedule to carry out.
Since the end of 2008, Ya Qian integrated brand promotion strategy, the brand promotion center into the TV ads above the joint provincial television and CCTV, through section sponsorship and prime time, the classic section of the advertising spots, direct and consumer Face to face, stimulate their desire to consume. The corresponding online media, newspapers and magazines, outdoor advertising is also carried out over the same period.
At the same time, the use of holiday opportunities, Yaxi terminal to carry out various types of promotional activities, giving gifts and other forms to allow consumers to attract traffic, improve terminal sales. Promotional profits to the shadow of the shadow of the financial underwear lingerie retail brought a touch of warmth and stores, shopping malls interrupt the people who also brought confidence to the consumer market.
Sales articles: Ya Qian "5S" new concept of sales model and boldly open up the campus market.
At the Yaqian Private Square, customers can experience the 5S service of "Service Quality Service, Specialization Professional Products, Satisfaction Pleasure Shopping Experience, Smile Friendly Smile, Slow-down Leisure Shopping Environment". Sincere hospitality, flawless, so that customers feel at home.
From 2007 onwards, Ya Qian went hand in hand with Zhejiang Normal University and other colleges and universities to health lectures, fashion shows, bazaars and other ways into the campus activities and achieved good results, directly led to the sales of chain stores nearby. In view of the academic atmosphere and cultural heritage of colleges and universities, we usually avoid too commercialization in the way of cooperation, but take the brand culture as the starting point to achieve a cultural soft landing. The cooperation with Zhejiang Polytechnic University, focusing on raising Ya Qian brand exposure in Zhejiang universities and visibility, in order to expand the university market in advance "paving the way", the next Ya Qian plans to expand the campus market to all parts of the country.
University is a potential huge consumer market, despite the students' actual spending power is limited, but they represent the future strength of the class, and college students have a strong potential consumer desire, higher loyalty to the brand, once their social status and ability Upgrade, which contains the market value is immeasurable. This is why Ya Qian attaches great importance to the development of the campus market, an important reason.
Design articles: Ya Qian 09 spring and summer fashion week show, "underwear Waichuan" concept of magic.
09 spring and summer new theme is "regression and integration", the design elements return to nature, to show simple and simple style. This season's bra new products more mature, in the new release, the British-style stripe series, pastoral atmosphere of the print series, the futuristic series ... Whether it is the cup design, or shoulder strap with the choice of lace fabric, are Tightly around the theme of underwear wear.
Pace Wu underwear Waichuan perspective analysis:
"I think the essence of underwear Waichuan is collocation, variety of underwear styles, each style is divided into several colors, so according to the style and color of underwear to choose underwear, low chest, halter, perspective equipment Are the best partners in underwear. In public, if a public star chooses the appropriate underwear to wear out, it is likely to become a model for the public to follow suit, leading the trend.
Wu Peici said that underwear Waichuan has now become a lot of artists to attend public occasions, a dress, take their own, is also very pro-gaze Waichuan. Whether in everyday wear, or the choice of dress, the function of underwear, should not be underestimated.
Vision chapter: Ya Qian future road and hope
To brand as the goal, the information as the guide to the design and development as the core, backed by first-class production base to join the chain as the market breakthrough in the overall business strategy, in order to Ya Qian brand in the domestic market to establish and long-term development, Through the implementation of a high starting point of transformation, Ya Qian diligence strength, and actively promote industrial upgrading, a leading underwear industry brand.