Lei Jian High-profile Transformation of Chengdu Flying out of a Golden Phoenix Tang Yun

When many garment companies were in the path of export and domestic sales, Sichuan Leijian Enterprise Development Co., Ltd., located in Chengdu, had established a strategic layout of market operation in the apparel industry. Lei Jian, formerly of the Air Force Garment Factory, had 30 years of military service. Strict management process and excellent product quality, another way, into the Chinese women's market, the brand name is "Golden Phoenix Tang Yun."

Thunder sword is coming

In the eyes of most people in the industry, Lei Jian with a military industrial background will be more suitable for men's wear or professional outdoor wear. However, Lei Jian chose to enter the Chinese women's wear market. At the beginning of this year, Leijian Jianya Clothing Co., Ltd. was established. “In China, there are fewer Sichuan-based branded apparel companies and fewer Chinese-style women's clothing rooted in Bayu culture.” said Huang Wenzhi, general manager of Jianya Clothing Co., Ltd.

He introduced that the development of Chinese women's wear is the established strategy of the company. From the brand name to the market positioning, the strategy steps are clear. Lei Jian is located in Phoenix Mountain, Chengdu. The Phoenix Mountain is a hill with a strange shape. It runs from north to south. It consists of two hills that meet each other from the beginning and end. It looks like a phoenix flying from spring to far, so it has its name. The brand name "Jin Feng Tang Yun" also came from this. The target consumers of Jinfeng Tangyun are women aged 25 to 40. The products absorb the cultural connotation of the Bayu and show the essence of the millennium Tianfu culture. Combining fashion trends, it inherits the millennium's love of the Han and Tang dynasties and allows women to have more oriental beauty.

In August of this year, Jinfeng Tang Yun held the first ordering meeting. Distributors from all over the country were integrated into the cloud, and hundreds of styles were chosen by the agents. Even more unexpected to these agents was that Jinfeng Tangyun used the “delivery system” to gain a strong presence. market. "Since we are determined to do so, we will open the market in three years and increase our brand awareness and reputation. We must sincerely cooperate with our new partners in our determination to create a business together with our confidence to fully support our agents. "The yellow article firmly said. Only companies with background and strength dare to have such a big move.

In addition, Jianya has hired costume designers nationwide and hired a professional design team to attract talents. "Designers not only design costumes, but also reflect the personal culture of the designers. Only outstanding designers can grasp the essence of the Han and Tang dynasty and combine western fashion trends to create modern women's favorite fashion products."

Thunder sword came, ready to go, just as Caesar's pride in fighting against Rome "Icame, Isaw, Iconquered". Lei Jian also has such a momentum.

Marketing Alliance Mechanism

Based on a large number of market researches and data collections, Jinfeng Tang Yun is based in Chengdu, and combines Xi'an and Zhengzhou to form a triangular development trend and looks to the whole country; with the first-tier cities as the strategic core and radiating the second and third tier cities.

At the beginning of the birth of Jinfeng Tangyun, some people thought that the military cultural background of the enterprise is not suitable for the development of Chinese-style women's clothing, but all things have rules to follow. Industry observers believe that the standards and quality of military enterprise production and implementation are commendable in the industry, especially in the midwest regions where the apparel industry is still relatively weak, mostly small and medium-sized enterprises, lack of management, uneven quality of employees, and the bottleneck of enterprise development. . On the basis of the original clothing resources, Jinfeng Tangyun's militarized management system can make the operation of the company more benign, and the standardized operation will allow the market-oriented enterprises to go further. At the same time, doing Chinese-style women's clothing is also the dissemination of China's clothing culture, especially Jinfeng Tang Yun, which is based on the Bayu culture. Strict management and standard operation are respect for Chinese traditional culture for thousands of years.

It is understood that Jinfeng Tang Yun's main series of products will use a large number of embroidery elements. "The nation is the world, and Qiang Embroidery is one of the four famous embroiderers in China. It is decorated with traditional techniques to make clothing more chic and beautiful. With clothes as the carrier, more modern women can be exposed to traditional culture." It is characterized by its rigorous application of needles, vividness of vitality, lightness of the line method, neat pins, and decentness of the actual situation. It has the artistic effect of coherence and coherence. "The use of embroidery will be a major highlight of Jinfeng Tang Yun."

In order to further broaden the market, Huang article put forward the alliance mechanism of Jinfeng Tang Yun marketing - disseminate costume culture to consumers with high-quality products and services to achieve emotional resonance; achieve profit community with distributors and agents to ensure channel interests , Let consumers benefit and work together to create a business; multi-party cooperation to promote the role of the overall market. “Jinfeng Tangyun organically links producers, distributors, agents and consumers, and the four-in-one coalition mechanism can expand the market to the largest extent, allowing more consumers to experience the Han and Tang culture of Jinfeng Tangyun and allow consumers to wear it out. Culture, fashion."

Spreading costume culture

Analysts believe that Shanghai Style Clothing, Han Style Clothing, and Hangzhou Style Clothing are representative of the Chinese clothing factions, and the representativeness of the Chuan School costumes that have been advocated is not obvious. This is mainly related to a number of factors such as the incomplete integration of industrial facilities in the western region and the inability of industrial clusters to be realized. The Golden Phoenix Tang Yun dominated traditional costumes, combined with traditional techniques, especially the state-level intangible cultural heritage - Qianxiu, it was able to highlight the unique costume culture of Sichuan from the details and become the support point of Chuanpai costumes.

“Japanese and Korean clothing on the market are popular with young people, but everyone will grow. With the growth of personal experience, they will have a deeper understanding of ethnic specialty products, from the initial awareness to understanding, to the right. With historical and cultural insights, they will cherish more traditional cultural products. Naturally, they will naturally want to have a costume with a sense of national culture and history. Coupled with the designer's thoughtful design, our products are elegant and elegant and stylish.” Located in the intellectually mature women, the price positioning is on the medium side, and the apparel culture it contains is also a woman who needs a certain cultural level and income level to comprehend the charm. According to Huang's article, the value of Jinfeng Tang Yun is not just a piece of clothing for women, but also a cultural product that spreads national culture and enhances personal taste.

“Land of Abundance has always been rich in history and culture. For example, the Jinsha Ruins, the Ancient Ship Memorial Temple tomb, and the Sanxingdui Site are representatives of the Sichuan Guqian Cultural Site. Designers can fully absorb design inspiration from them. The design elements.” In addition to absorbing international fashion trends, Jin Feng Tang Yun’s designers have even more arduous tasks—a combination of tradition and fashion, a blend of Chinese and Western cultures, and a modern Chinese women’s clothing that the market can accept. The ultimate goal of costume communication culture.