Today, under the eye of numerous media and fashion worlds, the debut of Xenia's "Autumn in Italy •" 2012 Autumn & Winter series showcases the latest products on the theme of Eternal City, Venice Holidays, Impressions Milan, etc. Has always advocated business culture has made a new interpretation. Mr. Xu Qiming, Chairman of Xenia, delivered a speech. As we all know, the men's clothing industry is a completely competitive industry. Although the industry concentration is slightly higher than that of the women's clothing industry, the absolute market share of each brand is still relatively low. With the increasing homogeneity of products, how to get out of the way of their own success has become a serious problem for Chinese menswear enterprises. After nearly 30 years of arduous pioneering, Xenia has developed into a force that can not be ignored in the Chinese menswear industry. From New York's dream to the image of Italy, Xenia succeeded in deducing the "Business Culture of China" going forward in China. This is undoubtedly to the menswear industry is gradually adding a touch of new leaves. As a "business men's" founder, Xu Qiming, chairman of Xenia, said the successful operation of men's business, the core focus is on brand, channel and products; Xenia's new release fully reflects the "business culture" Features and future In the future, Xenia will continue to absorb high-end management personnel with an international perspective, enhance the terminal service level of XII and enhance the added value of the products in XIIIA so as to shape and enhance the core competitiveness of XII and put an end to the extensive The status quo of competition, so Xiniya business men's clothing brand in an invincible position.With the rise of China's business culture since the party's 16th Congress, China's cultural industry has undergone the start, fully expand and deepen the three stages Among them, a large number of private cultural enterprises grew stronger and showed a unique market vitality. Data show that the average annual growth rate of cultural industries remained above 15%, 6 percentage points higher than the growth rate of gross domestic product over the same period. After the "Second Entrepreneurship" Conference held by private enterprises in Quanzhou earlier this year, a group of apparel companies began to increase investment in cultural industries by starting with the development of cultural and creative industries, high-end product research and development, and the development of new industries Rally of private enterprises "second pioneering" assembly number. As the first advocate of global business men, Xenia created the concept of "Business Culture" as early as 20 years ago and has been devoting itself to the spreading and development of "Business Culture in China" as its soul throughout the entire brand. For the elite in business travel encountered in various occasions and situations to provide a systematic dress program. Speaking of cultural development, Zhang Bingliang, General Manager of Xenia, has a deep feeling that since the reform and opening up, China's economy maintained a sustained and rapid growth, which provided a unique historical opportunity and broad-based platform for the development of China's own brand. It is in this historical opportunity that Xainia actively implements the establishment, maintenance and promotion of "Business Culture" so that "Business Culture" leads China and out of Asia into the world stage. After 20 years of brand development, the brand benefits of "Business Culture" have gradually emerged. As a result, the brand name, reputation, loyalty, brand profitability, brand international influence and competitiveness of Xnia have surpassed many world famous brands. Zhang Bingliang said that with China's resurgence in the world, Xenia's "Business Culture" will surely become one of the representative forces in the international fashion and fashion trends as Chinese ceramics and tea are spread all over the world. The reality of the development of China's menswear once again confirms the necessity of implementing the cultural strategy of Xenia. In the current noisy Chinese menswear market, most of the enterprises represented by Rimula, Qiu Brand and Septwolves emphasize the mature style of men. Jack Jones, Mark Fairwhale and Metersbonwe hold the banner of fashion, sports men's wear, eco men's wear, casual wear Men and other concepts, each other in the brand image can not always be strictly distinguished, resulting in the core brand information and brand image does not match. As a representative of the other forces, Xigaze jumps out of the men's product and positioning, focusing on the deep thinking of fashion and travel, and truly integrating the brand into the cultural industry. The rapid development of business travel in Xenia is undoubtedly a deep discussion on how the menswear brand should respond to the new business era. To some extent, it represents a trend of the development of the men's clothing brand in the future. As we all know, any one of the goods must be sold through the terminal market, if the brand enterprise end-market work is not good, then the sales channel will be out of touch, or even cut off, its products can not be achieved good sales. Having good terminal channels has also become one of the corporate advantages pursued by traditional garment enterprises. However, in the face of the development of information technology and e-commerce, terminal channels are facing an increasingly severe competitive environment. When Zhang Bingliang, General Manager of Xenia, talked about the terminal channels, he thought that the traditional marketing methods artificially extended the circulation of commodities through various layers. Traditional enterprises generally through the brand agent in the form of product sales, that brand enterprises sell products to consumers through agents. Business and consumers there are many intermediate links, while the e-commerce is the brand of products sold directly to consumers. He said that if the brand channel does not change, we will be far behind in the next 10 years. From the entire channel structure, if our Chinese brand to go global, to go international, first of all from the channel to enhance the competitiveness of changes in order to truly have their own core competitiveness. Dealers visit the terminal image shop Faced with the problems faced by the general manager Zhang Bingliang that e-commerce has not yet effectively combined with the traditional shops is the biggest problem restricting its development, and traditional businesses to get involved in e-commerce, we must first make the terminal market. In the apparel industry business model, agents and franchisees resources have been about the development of apparel industry, the two main forces, the channel has always been the terminal of the men's enterprises contested. In 2011, Xigaia entered into a strategic partnership with CNMI Research and Zhongxu Education Group, both well-known domestic and foreign regulatory agencies. By building an effective management team and making full use of efficient marketing services, the Group strengthened its own marketing team. In 2012, Xenia has formulated a market strategy of "actively cultivating the terminal market and intensively cultivating the terminal market", supporting Xnia in the entire nation from the new business of R & D, production and logistics, brand marketing, sales management, finance, human resources and IT The rapid development of the terminal market around. At present, Xenia has formed a core area centered on Chengdu, Harbin and Zhengzhou, of which the southwest plate is radiated with Chengdu as the center; the northeast area is covered by the core of Harbin Central Area; and the central area of ​​Zhengzhou is mainly covered by Central Plains; The formation of a large core area builds the strong triangular support for Xenia in the menswear market. While building the three core areas, Xainia also built five strategic areas: Nanning, Wuhan, Hangzhou, Beijing and Shenyang, which in turn radiated all over the country. The current Chinese consumer groups and consumer behavior has undergone profound changes, men's business needs to be more close and understanding of consumer demand, strengthen the rapid reaction of retail outlets, innovative franchise stores terminal service mechanism. In the future, only men's apparel enterprises that fully value and innovate the terminal retail system can gain the second chance to take off in the new round of industrial competition.
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