Zhang Ruibiao: Intensive Cultivation Of "New Fashion Men'S Clothing"

In April 2011, a

Make a great effort to build it.

It was held at Golden Villa Hotel, Shanghai.

At the press conference,

The exhibition released new products in autumn and winter in 2011: products focus on rendering Futurism and classics in black and white tones.

Products using a variety of material splicing, elegant and restrained interpretation of the most incisive.

HOPERISE integrates the rigorous philosophy of the Bauhaus School of design in the product, and boldly designs and adjusts the details.

And the proportion of gold in the shoulders, chest and waist of the windbreaker, plus the exquisite workmanship from the German version, makes the edition more personal. It makes the fine life attitude and outstanding fashion quality of the man appear.

"This is

For the first time, the order meeting will be held in Shanghai, with the help of Shanghai's international stage.

The development in China has been upgraded to an unprecedented level.

Zhang Ruibiao, President of China HOPERISE, Germany, said.

stay

Today's fashion industry is constantly developing with great potential. Today, adhering to the spirit of traditional Germany, which is exquisite and meticulous, and integrating into the rich cultural implication of Europe, integrating the latest trend of the European fashion capital and the rigorous and quality assurance made in Germany, we have successfully created the HOPERISE men's clothing which is simple, fashionable, personalized, comfortable and healthy. In recent years, it has maintained a fast and healthy development trend, and has attracted the attention of the industry.

At present, China's urban elite are becoming the main force of men's clothing consumption.

Nowadays, elite men are elegant in conversation and fashionable in fashion. They are at the forefront of fashion, and dress and fashion trends more than women.

In modern life, people are under too much pressure to start to feel free. People need to let the impetuous mood tend to be peaceful, so we call for simplicity.

Therefore, simplicity will be an irreplaceable fashion trend and a fashion of self-confidence, taste and personality.

"I think

Selling not only products, but a simple, fashionable, personalized, comfortable and healthy way of life, but also lead a comprehensive attitude towards life.

Therefore, HOPERISE does not create fashions that follow the waves, but is the true self trend based on elegant taste.

According to Zhang Ruibiao, the brand proposition advocated by HOPERISE is only a matter of mind, but not age, care for aesthetics, not matter, and more about your view of fashion. It is a fashionable brand pursued by a successful and passionate man.

In view of the Chinese market, HOPERISE will always attract consumers with personalized product style, adhere to the unique promotion channels, and create a competitive alliance with the fashion industry through the high-end club culture.

It is reported that

The product is integrated with the rigorous philosophy of Bauhaus School of design in Germany, dedicated to the pursuit of individuality, self-determination, independent self and Oriental feeling.

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Since the opening of the first image store in China in 2008, HOPERISE has been favored by Ming stars, Li Yifeng, Wei Chen, Yu Haoming, Zhu Zixiao, Roy Chiu Tse and other idol stars.

In May 2011, HOPERISE won the "China fashion innovation drive" award and became the official clothing of the "Xiamen business fashion night" campaign.

During May 1,

In Hangzhou Yintai Wulin shop Shenyang spring, Shenyang Parkson, Shanghai port and other stores at the same time, for the local men's wear market into a fashion whirlwind.

It is not an easy task to maintain a firm foothold in the first tier cities. The older generation of Fujian style clothing is slowly growing up from the two or three tier cities. Today, the main revenue is also not the contribution of the first tier cities.

Is it not a bit unrealistic to rush to challenge those big international brands in the Chinese market as the cutting-edge brands of the industry?

Zhang Ruibiao seemed very confident: "how strong the opponent is, often determines how powerful you are, and directly competes with the big international brands. There is nothing to be afraid of. Now the international brands are still unstable in many cities and have not yet formed a monopoly position. We still have space. The most important thing is to pay attention to strategy. Now we are moving forward step by step, step by step, and no hurry.

Now the strategic framework of our brand has been set up. Germany is a headquarters, design center and a marketing center for Europe. Shanghai is the marketing center of the Asia Pacific region, while Guangzhou is a domestic R & D center that is docking with foreign countries. This layout is the result of resource integration after the full combination of the advantages of all parties, which integrates the resources and information advantages of all sides.

With the development of the market, the traditional brand promotion mode of celebrity endorsement and advertising bombing has gradually lost its efficacy. In this context, how to quickly open the market and enhance brand awareness has become the primary problem that many new fashion casual brands like HOPERISE have to face. Since the Beijing Clothing Fair in March of last year has made a high-profile appearance, HOPERISE has made use of the product placement in TV dramas and its brand promotion activities in the lifestyle of party, bars, cafes, golf and so on, striking its unusual tactics different from other local brands.

Zhang Ruibiao has his own understanding of this: "in the men's wear market, it is hard to attract consumers' attention only through advertising bombing. Therefore, we must try new brand promotion mode.

In the high-end leisure clubhouse and bar, we do the fashion theme party named "HOPERISE night". For the first time, we try "interactive marketing". This special way of emotional communication will make the brand more close to the life of the target consumers.

Of course, this is exactly where we are looking for all the contact points with the lifestyle of HOPERISE target consumers, such as high-end leisure clubs, cafes, golf and so on, and try to interact with them at the point of contact they are interested in.

Next, we will find suitable venues in all major cities in the country, continue to carry out similar brand experience activities, and launch a formal "VIP interactive experience" marketing plan for this activity.

"Interactive marketing" is also one of the most popular marketing methods of international brands. In the future, the marketing main line of HOPERISE will revolve around the lifestyle of fashionable men, such as outdoor, fitness places and so on.

"At the beginning, there were only 20 people in the factory, each carrying a sewing machine on their own, and producing it in a rented house."

According to Zhang Ruibiao, after hard operation, the small factory has begun to take shape in 1992, with sixty or seventy workers.

At this time, most garment factories in Quanzhou went through the wholesale market route and lacked the brand awareness, but the jacket he produced took a very foreign name on the market, which was called "Qiao Xi Qi".

"Qiao Xi Qi" was a very "western" name at that time. It also sounds very foreign.

"At that time, we had about 40 counters in shopping malls all over the country, and the products became popular.

Enterprises in this brand strategy has achieved good returns.

He said.

According to the introduction, "Qiao Xi Qi" creates the brand to go the department store to open the special counter Road, for the privately operated enterprise, this is very difficult at the beginning.

When the market economy is still underdeveloped, most department stores belong to state-owned enterprises, and there is a unified channel for distribution. Therefore, it is necessary to master this channel when entering department stores.

At the beginning of the business, Zhang Rui seems to be doing everything smoothly. The terminal store is not very developed. The department store is the first place for Chinese people to shop.

In 1994, after China's macroeconomic regulation and control in 1993, the economic system also faced major changes.

The market economy gradually became clear, and the original planned economy era was gradually broken.

At this point, the supply and demand relationship of the society is also pformed from seller's market to buyer's market. The change of supply and demand relationship marks the end of an economic era.

For Zhang Ruibiao's "Qiao Xi Qi", this wonderful and significant change is a crisis.

Because of the pformation of the economic structure, the market has also changed from distribution system to consignment system.

"With the pformation of the entire economic structure, the department stores began to implement the consignment system, and the settlement became a huge problem. The larger the network, the greater the pressure of funds, and under the pressure of our own side, we began to adjust the direction of development."

The change of market also means the end of brand for "Qiao Xi Qi" depending on channel relationship.

"Considering the financial pressure of consignment mode, there was no good way at that time, so the company had to choose all the recycling."

Faced with this market pformation, Zhang Ruibiao began a new journey.

In 1996, Zhang Ruibiao became acquainted with a Hungary overseas Chinese. He asked if he was interested in doing business in Hungary.

Zhang Ruibiao, who was in short supply and confused in direction, accepted the invitation without hesitation and began to do business in foreign trade.

Zhang Ruibiao has benefited from foreign trade and at the same time, because of the Europeans' demanding, his company has been improving in technology level.

The biggest problem in China is the quality problem. Zhang Rui table breaks through the difficulties of quality, making his products in the European market more and more orders, and business is getting more and more prosperous.

However, something unexpected happened, and the sudden collapse of Xiamen's foreign trade agency brought him great losses.

"We did export business at that time, all of which came from this company, and its sudden collapse really gave us a big blow."

Zhang Ruibiao told reporters that it was hard to relax, he was in trouble again, "millions of money can not be collected."

At that time, during the Spring Festival, we needed to pay wages and suppliers' raw materials.

He ran everywhere to find people to borrow money, to pay wages to workers, and to negotiate with suppliers to postpone payment.

This incident made him realize that only when he grasps the outlet channels can he fundamentally prevent such incidents from happening.

When he first made foreign trade export, he and his wife began to practice English hard, learning a series of foreign trade export processes, such as export tax rebate, documents, bank verification and so on.

Therefore, after the failure of the foreign trade company, he began to establish business relations directly with European customers.

The change of foreign trade company not only did not affect his business, but also forced him to directly connect with European guests.

Orders and orders, foreign trade exports seem to be very mechanical, and this "mechanical movement" is behind the refinement.

In export sales, integrity is not just about delivery on time, but quality is also the key.

After breaking through the language barrier, Zhang Rui is always aware of customer needs and foreign market trends, and actively communicates with customers on product quality and style.

"Enterprises are constantly innovating, tasted the results and added value in the process of innovation, and also learned to control the risk of self-control."

After the second bucket of gold, Zhang was more cautious. On the one hand, he looked at the changes and needs of the target market. On the other hand, it was studying how to develop.

In 1998, Zhang Rui finally won the European market and had direct business contacts with European countries. HOPERISE's sales channels also spread to European countries.

In 2007, he began to plan to bring the HOPERISE brand back to the domestic market, and to fight for the domestic market after laying a reputation abroad. Zhang Ruibiao created a model of the development of private economy with his own growth.

In May 1, 2008, the first image shop in HOPERISE China opened in Xiamen.

"My plan is that the brand positioning in foreign markets is" fashion outdoor sports ", and the brand positioning in the domestic market is" new fashion men's clothing ".

After that, Zhang Ruibiao began to deepen the HOPERISE brand market in China.