The fashion jumps more than Senma to be the youngest Chinese brand in the market

Wenzhou is an economic miracle. Recently, Wenzhou's casual wear brand “Summer” once again made a full-fledged celebration of its tenth anniversary.

Although it is an economic event, it has dazzled with many fashion elements. "The same song", Xie Yufeng, Twins ... These Chinese entertainment circles have attracted the attention of men, women and children in the city. Even a middle-aged female professor at Wenzhou University could not avoid finding acquaintances to ask for tickets, even a sneak peek at the coolness of the King of Heaven, not to mention the younger brothers and sisters who were born after the 1980s and who were spiritual leaders with Xie Leifeng and Twins.

A young deputy general manager of Semir said: “We have been taking the young and fashionable route. We are a fast-growing brand. This is the brand signal we want to deliver on our tenth anniversary.”

　 Successful slogan successful image spokesperson

Senma's success is self-evident. There are many powerful clothing brands in Wenzhou, of which casual wear may account for more than half. “The reason we have achieved such success is that brand positioning is the key. Of course, one of the most critical steps is to slog the slogan. Please have an image of the spokesperson.”

To find a good image spokesperson, the company’s brand is half successful. When Senma Gang invited Xiao Tianwang to speak on behalf, he may not be the hottest, but he is definitely the coolest. I remember when he stayed at the Wenzhou Overseas Chinese Hotel, he did not accept interviews and did not go to the banquet. Instead, he was locked in a computer in the room.

Due to Nicholas Tse, Summa chose the slogan of "wearing semir, which is semir". This and "what to wear, what is it" homonym slogans, subtext is "What does Xie Yufeng wear, what is it?" Not only greatly satisfied the psychology of young people's pursuit of individuality and rebellion, but also enabled Senma's products to successfully integrate into the in-family life circle.

And listen to the netizen's embarrassing network declaration: "Summer invited Nicholas Tse as the spokesperson for the image, can be described as even more powerful, visibility is in full swing. Its front is cool, its dazzle, in today's entertainment is no one can enemy! Usually buy Summa, is Because he wears Senma's clothes is really cool, good type! Oh, he is the spiritual leader of the generation born in the 80s last century, the bones of the debauchery, despise the world, dare to predecessors do not, we will always Support him, support his music, support his career, and we will also support Senma.”

Eight seasons popular Wenzhou strongest design team

“The soul of the apparel industry is design. Why China does not have more than 3 billion yuan in clothing brands, why are many Wenzhou clothing companies operating in an unstable state, because companies do not focus on product innovation and development, there is no good design team.”

The world's most famous designer team is Zara, the virtual business master, with 200 designers all over the world collecting the latest popular elements of the year. Similarly, whether it is in Tokyo, Paris or London, the world’s top designers will never be caught in the wind in Europe and the United States or Japan and South Korea, and they will all be free to do whatever they like. Senma is not Zara yet, but Senma is trying to emulate it.

At present, there are more than 100 designers in the Senma Group, which can be called the most "luxury" design team in Wenzhou. Behind this team of designers, there are three well-known names - French Pomeros, Hong Kong's Barcelona and the Korean Color Association. They are mainly responsible for Senma's fashion element consultants, product displays, and terminal layouts. Senma's design style is: "Finding the most in color, guiding rapid popularity, and creating a fashion style featuring Senma."

In today's hard-to-get and hard-to-save design, Semir’s approach is by no means useless. Only nationality is the world. However, the nation should also be the world’s first. One-third of China’s traditional culture is ancient Indian Buddhism. China’s flourishing Han Dynasty prospered silk, tea, and porcelain all over the world, miraculously formed the Silk Road, and formed the origin of “china”. Similarly, the Han and Tang culture enlightened the countries of Southeast Asia, and Zen Buddhism Tai Chi Zhou Yi Sun Tzu’s Art of War also blossomed across the ocean.

Senma's design team believes that young people's mood is changeable, and the popular concepts and behaviors pursued are also changeable. The in-depth performance of in is out, that is, quickly out of position, quickly out. Therefore, compared to casual wear and women's clothing, the frequency of changing faces is even faster. Therefore, in the fashion industry in Wenzhou is still popular in the four seasons, and even the second quarter, Semir has been creating its own eight seasons.

Senma is convinced: casual wear design, no broken, only fast is not broken.

　 Join the network and create a QQ storm

Seizing the network is Senma's second success. Its proudest job is the QQ advertising hurricane that began four months ago.

From the history of online marketing, Semir is definitely not the first to eat crabs. In China, the first person to eat crabs will never be a shoe and clothing company. Similarly, it is not the first brand of online marketing in Wenzhou, Metersbonwe has already tested water on QQ six months ago.

However, Senma's vision is the most accurate. When the network marketing approach matures, Senma spends 4 million yuan at a time. He continuously bombarded China's 600 million QQ users for four months and various ways took turns. QQ video, interstitial ads, 3DQQ show, community mobile, new try-on, online shopping... “QQ is nowhere to be a horse”. This is the most fresh and fashionable shopping style for young people who are almost “no friends”. After all, for young people today, the time spent on computer screens is definitely the longest living unit in the day. And Senma's mainstream consumer groups are these people. Where are they and where does Summa appear?

All of a sudden, Summa had a list of “Mana Platinum” who had fought for many years and had relied on his popularity. This list of QQ has also become the largest advertising case in China’s online community and local apparel industry.

Semir store, this is your site

In August of this year, the “Super” hypermarket opened in Xianma with an area of ​​3,000 square meters, which is the largest casual retail store in the Midwest of China. However, Senma's stores are absolutely confident of becoming the most in-store.

Have you ever seen a single clothing brand store, set up a leisure area, game area and bar? These are generally seen in airports and five-star theaters. Yes, in Xi'an, Wuhan, Hefei, Suzhou and even Nanning, you can see such a few thousand pyeong of Semir stores.

It is in the most popular cities where the most fashionable young customers can enjoy. But in secondary and tertiary cities, Summa's young “God” can also find their own feelings. Semba has a detailed design for each level of city or rural franchise stores, including clothing display, display elements, seasonal themes, structural design, light music, and even overall tone.

"Summer's customer base is a relatively special group, so the terminal design is also very targeted. To allow consumers to enter the store at Summa, it creates a sense of identity. With the salesperson's language and body movements, with the integration of music And color reminders, let consumers gradually discover that here is their own site, and ultimately a sense of belonging.”

　 Forging a loyalty consultant

Agents and consumers are Senma's two legs. Doing a good job on both services is called “two-pole service” by Senma. And more than 2,000 loyal agents across the country are Senma's most effective team.

The agency is not only a business partner, but also the last window to face consumers. The company's brand, purpose, and image must be well-informed and blurted out by agents, and they must not be biased. Otherwise, they must be questioned by users. Therefore, for agents, Semir takes a "package solution" approach. From the investment promotion, enterprise, design, production, and even financial management, the customer representatives communicate with them and conduct comprehensive counseling. Sometimes, you even need to design a complete operation template for them directly. All of these jobs are provided by Summa free of charge.

It is impossible for Senma to directly control all franchised stores, but it is also necessary to maintain the steady development of the business. Therefore, helping an agent solve all problems becomes an inevitable choice. Senma's efforts have also paid off. He has a large number of highly loyal agents and has made tremendous contributions to the company's 50% annual business growth.

Now, Semir Group is training hardcore customers who focus on the proxy Summa brand. 40% loyalty, 20% performance, 60% loyalty, 70% performance, and 100% loyalty, may complete 120% or even 150% of the performance. Therefore, Senma needs absolute loyalty and needs to create a team of agents with higher gold content.

Brand family starts from Balla Barra

Now, Wenzhou children know that there is a Balabala children's wear, but there may be people who do not know that Balabala is another of Summa's online brands. For this, Senma executives humbly stated that Balabala is not a mature brand. But in fact, from the scale, Balabala is already the first brand of children's wear in China.

It is undeniable that the development of the children's wear market is an irresistible benefit. As many examples of “brand names” in Wenzhou have turned into the children's wear and children's footwear industry. Since the establishment of Balla Balla, the company has embraced the idea of ​​trying multi-brand operations but has consciously avoided reminiscent of Semir. However, Ballarab’s successful brand development history in five years finally gave Senma enough confidence.

Xu Bo, general manager of children's clothing company, said that multi-brand management is a double-edged sword. There are numerous examples of global successes and failures, and the paradigm of success is Procter & Gamble. In addition to Balabala, the company is already brewing the next new brand. Senma's brand family dream will start from Balabala.