The Annunciation Bird "Phoenix Style" Experience Store Creates a New Commercial Retail Model

On August 28th, as the earliest listed clothing company in Wenzhou, Baoxi Bird officially launched the world's top Shangpin Experience Center - "Phoenix Style", and the superstar of movie and TV superstar and Annunciation Spokesman Gu Tianle became the first "customers". The Anniversary Birds turned a magnificent bird's-eye bird, the Phoenix, with a brand new commercial retail model.

In the face of difficulties in exports, domestic sales, and other issues, what kind of transformation and upgrading should clothing companies in Wenzhou's traditional industries do? The garment industry faces the "two major difficulties" in export domestic sales. How should it be solved?

On August 28th, as the earliest apparel company in Wenzhou, Baoxi Bird officially launched the world's top Shangpin Experience Center - “Phoenix Style”, a brand-new commercial retail model that will witness the gorgeous Baoxi Bird turned into a bird. Wang - Phoenix.

In the first seven months of this year, Wenzhou’s total export clothing and accessories were US$1.11 billion, a decrease of 7.3% year-on-year. According to statistics from the China National Business Information Center (CNIC) on the national top 100 large-scale retail enterprises, the overall sales growth of the domestic apparel market in the first half of the year was 9.82%, a year-on-year decrease of 12%.

【Reporter Experience】

The first store brings together 15 major fashion brands

On August 28th, the first “Phoenix Style” Experience Center opened its doors at the Annunciation Headquarters in Yongjia, north of Yongjia. The reporters, film stars, and Annunciation Spokesman Gu Tianle were among the first “customers” to show off.

Entering “Phoenix Shangpin” is like entering a “premium ready-to-wear store”. There are 15 well-known fashion brands at home and abroad, including men’s, women’s, leather, and leather goods. Among the brands introduced, internationally renowned big names include Versace's second-named Cesare Paciotti, French IFIF High Fashion, and Italy's MAURIZIO BALDASSARI. These big names have special counters in high-end shopping malls such as the Hangzhou Tower.

According to the reporter's understanding, “Phoenix Shangpin” is positioned as a high-end fashion brand integrating stores in the second and third-tier markets, with a business area of ​​3,000 to 5,000 square meters. The sale of merchandise will not only have the original report of the Shengtuo Group, but also select the Baoxin Bird. Other brands of clothing under the Group or seeking other strong well-known brands are integrated into a multi-brand, store-in-shop form. In addition, the future "Phoenix Style" will also provide a one-stop fashion service for garments. Fornet's dry cleaning, Manulla change clothing, high fashion matching consultants, advanced coffee bar services, and fashion appreciation cocktail receptions will be humanized. Included in "Phoenix Stills".

【Model Interpretation】

Wu Zhize: Doing a full value chain and creating more strategic force points

As with many clothing brands, in the sales channel, the Anniversary has been operating in the form of specialty stores and shopping mall counters for many years. Why is there an upgrade to "Phoenix Style"?

According to Wu Zhize, chairman of the Anniversary Group, there are two ways to profit from clothing brands: First, relying on economies of scale, like ZARA, Uniqlo, etc. The disadvantage is that the low magnification depends on the scale of profit; the other is to do Big brand value, such as Hermès, LV's magnification can be done 50 times, a great space. The Annunciation brand has been building for nearly 20 years. In the future, through the combination of brand culture, commerce, and social resources, the company will create a full-value chain and create more strategic "power points."

“Gome and Suning have been able to rely on channel advantages in their development in just a few short years, and Belle has continued to grow and develop by creating channels after listing.” Wu Zhize visited the UK and found that Martha and another company basically occupied 70% of the time. In the British menswear market, from the brand to the retail, a company is operating, there is no intermediate link; while China's current shopping malls still only do traditional property rental, and the profitable space is extremely limited.

"If the 'Phoenix Shangpin' integrated store model can succeed, it is to innovate the brand development model. For the brand, the channel advantage will be highlighted." Wu Zhize has stressed the importance of the channel on several occasions. He once said: “There are many people who have access to channels.” However, for mature brands, entry into large shopping malls requires high barriers to entry and operating costs. The shops in the bustling area are expensive and small in scale, making it difficult to achieve the climate; The traditional industrial brands have become bigger and stronger. “Phoenix Style” is one of the channel solutions offered by Shengxi Bird. It integrates the brands of the same consumer group into a “shopping mall” such as the experience center to realize one-stop service and settlement integration.

Following the opening of the headquarters store today, another 8 “Phoenix Stills” will be opened throughout the country this year, including Shanxi Datong Store, Shaanxi Shenmu Store, Sichuan Ziyang Store, and Fujian Ningde Store.

[Observation]

From "all alone" to "brand joint fleet"

Many women bought shoes, and they lapped around in the mall. They squatted at Tianmeiyi, Tata, Staccato, Senda and other counters. They didn't know that these were all brands owned by Belle. Then they looked at Bata, Elle, Clarks, and so on. Operated by Belle Agency. “Bai Li is a good example of good news for the Annunciation. In the next few years, we will study Belle’s internal integration and integration with other brands. It will take two to three years to fully integrate the internal brands and gradually begin to integrate. Other brands in the market," said Wu Zhize.

According to report, the current (including agency) brands owned by Baoxinbao include high-end business suits BALDASSARI, TOMBOLINI, Solosali, medium-to-high-end business papers Zhezhi, Flancton, young and fashionable business wear Santo, middle-and-high-end leisure wear HAZZYS, Middle and low-end leisure wear Bilut, high-end professional wear BONO and top custom brand CARL BONO and so on.

Wu Zhize believes that in the future, because of the lack of economies of scale in the branding of singles, profits will become more and more subtle, and it will be difficult to survive. However, if the “brand joint fleet” is formed, it will be able to form a concerted effort to dilute the cost. The Annunciation system has saved a lot of labor costs. For Frasston, it is cost-saving. For Saint-Anne, it is economies of scale. This is also the intention of the Annunciation to launch "Phoenix Shangpin", and through the creation of a multi-brand operation model of the direct operating system, it will form economies of scale.

This morning the 4th Anniversary Anniversary Artistic Event was also launched. This event has become a major brand activity for the Annunciation in the fashion industry. It can be seen that the Annunciation hit more than the "product brand" and "service brand", as well as cultural and art brands. This may give some good inspiration to many traditional manufacturing companies in Wenzhou that are still confused by the transformation and upgrading.

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