Hong Wenyuan Reveals the Answer of Huangbao “Men's Artist”

At the end of May this year, a series of uniquely designed advertisements such as "China's first 'positioning concept' public bidding", "a new round of positioning campaign for men's clothing industry" and "men's clothing artist auction" formed a carpet bombing in the mainstream media, and they were sold for a time. Smoke rises.

On June 22nd, An Jiezhiyang’s marketing plan for “menswear artist” positioning concept auction was announced: “Huangbao” menswear from Fujian Shishi won the lightning and won the “menswear artist” in one fell swoop. Afterwards, the reporter visited Hong Wenyuan, general manager of Huangbao (China) Co., Ltd.

The Fujian businessman learned a lot from the bidding process of Huangbao. In his words, he realized how a Chinese well-known trademark was used for planning and promotion. From him, the reporter felt a courageous attitude of Fujian men's entrepreneurs: they can bravely grasp every opportunity in the brand development period and use external force to arm the brand. Take what they often say, "I can't understand it, but I will realize that I want a group of experts and friends to help me develop together." Perhaps it is in such a relaxed sentence that there is a deep meaning. The clothing people from these fishermen are indeed not simple.

As we all know, the Fujian Minnan region is a cluster of Chinese men's clothing manufacturing. There are large-scale men's manufacturing plants and commercial supply clusters, and there are many brands that occupy a broad market in China and make consumers familiar. Among them, many well-known brands have their own uniqueness in brand positioning and promotion.

Three-dimensional promotion of the concept of "men's wear artist"

Hong Wenyuan, a simple Fujian native, had a dialogue with reporters on his face. When the reporter asked, “What is the whole process of Huangpu’s participation in China’s first 'positioning concept' public bidding? How do you evaluate the significance of the bid?” He said: “We saw in a number of newspapers around June 8. When they went to the “men's wear artist” auction advertisement, they were very keenly aware that this was a business opportunity. So they called the company's top management to conduct the consultation and research at the fastest speed. Everyone thought that this positioning concept closely matched the Huangbao brand. Jie Zhiyang sent a letter stating that he wanted to take this positional concept. Before that, we already had a very good basis for communication, because this year's autumn and winter orders, we asked An Jiezhi Yang's teacher to do the training. The enthusiasm of the agents, including the agents, has been inspired and the impressions are deeper. At the same time, based on my own research on men's clothing for so many years, I have also gained a profound understanding. This is also the reason why we took this concept so quickly and without hesitation. Two important reasons."

Every kind of decision will win different results. This time, what kind of market effect will Hong Wenyuan’s rapid reaction be is the topic that everyone is most concerned about. Hongwen Yuan explained to the reporter: “Everybody thinks that the brand name “Huambo” and “Men's and Artists” are literally more in line with each other. After getting this concept, we quickly published newspapers and local newspapers with the largest circulation in major industries. I made a large-scale release and the response quickly came out, and I received a lot of calls. Everyone was asking if Empress had a big move. Huangbao is now like Lilang, Qipai, Seven Wolves, and talented men. We also have our own positioning strategy, and we all believe that our concept is as good as other brands.We will organize two large-scale regional exhibitions in Hunan and Chengdu, and we will also use the concept of “menswear artist” to create momentum. Therefore, 'Men's Artist' will be very three-dimensional for imperial promotion."

Hong Wenyuan had his own vision in mind. In his mind, internationalization was not a concept or a slogan. He said: “The understanding of internationalization is different from everyone’s perspective. For example, Shanshan’s continued import of international brands, and more. Many designer brands are doing overseas expansion, and they have lost their experience.I understand that the internationalization is based on my current position and is more specific, including: changing the existing buyer system and cultivating more professional designers into buying. Hand-field; establish a fabric center, share or buy new fabrics ahead of time, gradually expand the competitiveness to the upstream; change the order system, completely improve the logistics information management, and gradually shorten the lead time until it tends to realize the 'distribution system'; continuous optimization Channel resources, including diversification of channels, enhancement of store image and management, etc. Currently, Empress has officially registered and obtained trademark certificates in more than 80 countries around the world, which is a very favorable precondition for our overseas expansion in the future. ."

The positioning of “Men's Artist” is to be realized, and its core is the “rising of design” strategy. China's native men's wear, especially the men's wear in the Fujian plate, had previously taken a route that favored the "buyers" route. However, we look at the international men's wear, which is a strategy for the rise of design strength. "So we will not only change our thinking, but also hope to use this concept to spread, and urge Chinese men's wear to return to the essence of clothing development as soon as possible." Hong Wenyuan said.