On March 9, the 2022 strategy conference of Hongdou Men's Wear with the theme of "Xing national brand and li 100 billion red beans" was held at the Wuxi Yew Zhuang Conference Center, officially opening the prelude to the "Classic Comfortable Men's Wear" strategy. At the press conference, representatives of the 17th, 18th and 19th National Congresses of the Communist Party of China, vice chairman of the 11th All-China Federation of Industry and Commerce, chairman of the board of directors of Hongdou Group, Zhou Haijiang, executive vice president of Hongdou Group and chairman of Hongdou Co., Ltd., Dai Minjun, executive vice president of Hongdou Group and chairman of Hongdou Co., Ltd., and Wang Changhui, general manager of Hongdou Co., Ltd., spoke on the brand strategy transformation respectively. The press conference attracted great attention from all walks of life, and Monday Qi, full-time vice president of the China Garment Association, and Xie Weishan, chairman of Junzhi Strategic Consulting, attended the scene and delivered speeches. Sun Ruizhe, president of the China Textile Industry Federation, congratulated Hongdou Menswear on a new journey of glory by video. Also attending the meeting were Han Ping, president of the Jiangsu Textile Industry Association, Li Xin, deputy secretary general of the China Garment Association, and Gong Huijuan, president of the Jiangsu Garment Association.
65 years of classic men's wear a new departure
Hongdou, which began in 1957, has been focusing on classic men's wear for 65 years, and has long become the first choice of "trust" and "quality" in the hearts of consumers. According to statistics, the cumulative sales of red bean shirts are 200 million pieces, and consumers express their recognition of the brand with purchases. Years of precipitation are not only valuable assets, but poor inheritance will also become a constraint on development. In recent years, with the acceleration of changes in the clothing market, Hongdou men's wear has gradually moved towards the inflection point of the intersection of brand solidification and strategic renewal.
The key to breaking the game lies in innovation. Dai Minjun pointed out at the press conference, "In 2022, Hongdou Men's Wear will anchor the new track of 'comfortable men's wear', position 'classic comfortable men's wear', and show a new attitude with a new strategy." Junzhi strategic analyst Li Shijia interpreted this strategy, he believes that the current men's wear market space is huge, Hongdou men's new strategy will give full play to the 65 years of development advantages of Hongdou, with the advantages of enhancing brand value, docking consumer core needs, large market space and other advantages, the future will become a leading brand of men's wear.
Dai Minjun said that the new strategy of "classic comfortable men's wear" is based on the comprehensive judgment of changes in the macro environment, the upgrading of the men's wear industry and the comfort needs of consumers. The transformation and upgrading from "classic" to "comfortable" is both an internal need and an external requirement.
Judging from the actions of red bean menswear in recent years, the brand has always maintained high efficiency and innovation. From reaching a strategic cooperation with the "fashion Harvard" French ESMOD, to the factory to achieve intelligent production, Hongdou men's wear innovation is frequent, turning into a "new domestic product" and rising strongly.
Monday Qi expressed long-term optimism about hongdou men's clothing to grasp the new consumer crowd and the general trend of "comfort". It is understood that the current domestic men's wear market size of 600 billion, 2025 can be comfortable to impress the purchasing power will exceed 350 billion yuan, Monday Qi said, "the future focus on the comfort track of the brand will pry another growth point of the clothing industry." ”
The "Classic Comfort" concept is fully reachable
On the basis of the existing consumer group, how to expand the reputation and influence of the brand and strengthen the brand potential based on strategic positioning? Wang Changhui, general manager of Hongdou Co., Ltd., said that in terms of design and development, fabric research and development, brand marketing, supplier selection and other aspects of the layout, Hongdou men's wear is focusing on the core strategy of "comfortable classic men's wear".
On the one hand, spread around the user's mind. In 2022, Hongdou Men's Wear will implement a new communication plan to give a strong voice to the mainstream population. Shooting the new brand TVC "Comfortable Synaesthesia" for the world-class directors serving Mercedes-Benz, Audi, Lincoln, Cartier and other brands will reach the eyes of tens of millions of consumers through thousands of contacts, and strongly occupy the minds of users of "Red Bean = Comfort".
On the other hand, make the ultimate product around the user's pain points. Grasp the key dimension of "classic + comfort" of new consumer groups, and maintain the old and expand the new. In 2022, Hongdou Men's Wear will launch a new three major comfort series for consumers: 360 ° Stretch Series, Light Series, and Natural Force Series, truly bringing comfortable products and concepts to consumers. "Back to the classic base, docking the need for comfort." Hongdou men's wear from the material, shape, quality and other aspects of the ultimate to create a comfortable concept, the vision is to bring consumers a better life. At the press conference, Zhang Ying, general manager of Hongdou Commodity Center, believed that the trend of Hongdou men's comfortable products is also the future industry trend.
Hongdou Menswear revealed that mr. Patrick Grandin, the former vice president of ARMANI design, and other international luxury designers will join the brand, based on the 128 comfort patents accumulated by Hongdou, 3 million Asian men's ergonomic data, and 168 tailoring styles, innovate and develop luxury-grade comfortable shirts, and open a new era of comfort.
Terminal empowerment preempts new consumer groups
Adapt to consumption upgrades with high-end and differentiation to continuously enhance brand awareness and industry influence. Hongdou men's clothing has also entered a new adjustment in the channel layout. It is understood that in 2022, Hongdou Menswear will open new stores in Shoppingmall and the core business district.
In February this year, the sixth generation of Hongdou men's clothing store - 1000 square meters of Wuxi Zhongshan Road Hongdou Men's Super Flagship Store was unveiled, the store was built by French designer Thomas. As the flagship store of the new concept, the unique "China Red" door head is composed of 35 meters high, 68 keels, 2680 silver blades, and the internal display shows the consumption scene in the digital economy era, as well as the rapid development and active practice of enterprises in the digital economy. "From the logo to the door, and even the display, all the details vividly explain the personality, tone and positioning of Hongdou, and interpret the ultimate pursuit of Hongdou to create 'comfortable classic men's wear'." At the press conference, Thomas interpreted the connotation of the design of the comfortable space of the red bean menswear.
"Hongdou was the first in the apparel industry to propose the concept of 'classic comfortable men's wear'. This concept will surely win the hearts and minds of consumers. At the scene of the strategy conference, Xie Weishan expressed his appreciation for the brand strategy upgrade of Hongdou menswear in his speech. He said: Hongdou has a history of 65 years, and has a deep foundation and successful experience in the field of comfort clothing, and the future is inevitable. The desire of the people will make Hongdou go to a new legend.
The reform of men's wear has accelerated, and Hongdou men's wear has seized the commanding heights in the strategic adjustment of the industry, which has also built a win-win development of the entire industrial chain. Zhou Haijiang, chairman of the board of directors of Hongdou Group, said in his speech that Hongdou is closely linked to the fate of the country and the nation, and the revitalization of national brands is the common responsibility of Chinese enterprises. Hongdou men's active implementation of strategic transformation, is to strive to create an influential international brand, the future development will be aimed at hundreds of billions.
(Zhou Haijiang, deputy to the 17th, 18th and 19th National Congresses of the Communist Party of China, vice chairman of the 11th All-China Federation of Industry and Commerce, and chairman of the board of directors of Hongdou Group, delivered a speech)
If the past Hongdou men's clothing has created a national brand with classics, then the current Hongdou men's clothing will insist on this basis, focusing on docking comfort needs, and refer to mainstreaming, high-end, and youthfulness, which is a brand's "light-chasing road". With the continuous release of the strategic results of the new brand, we can fully believe that Hongdou men's wear will surely lead the arrival of a new era of comfortable men's wear, and will also create a hundred billion enterprises with both strength and reputation, representing Chinese brands to achieve new and greater achievements on the global stage.