"GOHAPPY! Happy to do," with this simple but full of pleasure of the slogan put forward, August 29, 2011, Jiangsu Taicang, a certain well-known casual wear brand Oriental camel "Happy Alliance" brand new image Conference grand opening. After a period of six months of investigation, the new positioning of Oriental camel's "LOHAS" brand was born. With the popularity of "Tide" and "Personality" in China, Marketing "business strategy. Conference, Fahrenheit and camel "Happy Aberdeen," live-action and anime endorsement portfolio, will be relaxed, humorous, healthy and happy mood to the presence of more than 800 franchisees, more than 30 mass fashion and industry media. The oriental camel highlighting the theme of color with the 2011-2012 spring and summer new release, a more vivid interpretation of the oriental camel brand gorgeous turn for the casual wear market brings more lively happy culture. Know how to share life is happy. As the young general manager of Oriental Camel (China) Co., Ltd., Mr. Li Hongwei said, this conference is not only the debut of brand new positioning, it is necessary to share the concept of happy life to the national partners. For these years with the oriental camels Franchisees create a sustainable business platform and bring new business opportunities and new opportunities to new friends willing to join "Happy Marketing." Oriental camels in many years of entrepreneurship, the "happy" humane brand positioning created a new philosophy of casual wear business. Sustainable Development: The Transformation Road for Oriental Camels Oriental Camels, which have a relatively high reputation and reputation in domestic second and tier cities and are more cost-effective than similar local brands, currently own and operate in over 10 provinces (cities) More than 800 franchise stores. How to better fit the growth needs of the huge young consumer groups after 80, is the fundamental transformation of the Eastern Camel. After nearly three months' deep research on the regional markets in the country, from an in-depth analysis of three aspects of "industry and industry changes," "the status quo of competitors," and "current status quo," Oriental camels started to fully implement the Transformation Strategy. Changes in industry and industry pregnant with a huge leisure apparel market consumer business opportunities. According to the relevant data, China's casual wear market in 2009 nearly 500 billion yuan, is expected to 2013 China's casual wear market will exceed 700 billion yuan. At the same time, the second and third tier cities formed the basis of brand consumption. The urbanization process has driven the consumption of cities below the third grade. The individualized consumption demands after the 1980s and 1990s have gradually become the main force of consumption. For the casual wear market, at this stage has reached the brand operation and multi-style multi-category, segmentation of the polarization management mode of the stage. In the face of the casual wear market with rich consumer potential, through the research on ZARA, H & M, UNIQLO and other international fast fashion brands and domestic competition brands, as well as the analysis of the oriental camels' own status quo, it is necessary to speed up brand development, clear brand positioning and Unique brand value proposition is a very crucial and primary business strategy. The key to the transformation of Oriental Camel is to establish the differentiation orientation of Oriental camel brand. Brand positioning: GOHAPPY! Happy to do How tide, individuality brand advocate popular status quo, the real mining young consumer groups spiritual needs, with the soul to resonate, become their fashion personality fashion labels? Oriental Camel brand target population is 85 after the age of 16 -25-year-old consumer groups, their inner desire for more interesting life, they are constantly looking for a happy fashion language. After rigorous scientific market research, oriental camel brand positioning "love life", put forward the "happy" as the core value, hope "loving life" positive and healthy brand attitude, establish young people's confidence in life attitude; " Happy Aberdeen, "willing to share the humanized cartoon image of the witty, humorous, witty young people unexpected little happy, small surprise, deep mining hidden in young people's inner life of entertainment spirit; and to promote" GOHAPPY! Happy Just do it, "and create the emotional carrier for 85 young people to spread creative life, drama life and share happiness. Color marketing, oriental camel brand is one of the important strategy after repositioning. According to related statistics, style and color are the focus of attention when consumers buy clothing. Oriental camels in the survey found that second and third tier cities less entertainment, life is more plain, color can add extra flavor to the ordinary life of people. In the second and third line market, there is no special "color" to do the casual clothing brand. "Color pairing" will be the differentiated visual marketing strategy that distinguishes the other brands after the transformation of the oriental camel brand. Happiness is the brand attitude, rich and lively color is a source of happiness. Eastern Camel hopes to shape the value of brand differentiation through competition in the second and third tier cities in the product and terminal marketing color strategy to touch the sensitive consumer-rich inner world, affecting and inspiring consumers from the heart of happiness and ease. Long-term planning: Four major strategies to support the brand restructuring and relocation of the oriental camels, the market is still dominated by second and second tier cities, and established a key regional market in the brand and then deepen the promotion of the unique competitive advantage of the development strategy. To this end, Eastern camel developed a three-year development plan, committed to the regional market from the casual wear brand, developed into the annual sales of 4 billion Chinese Volkswagen casual wear market's leading brands. Oriental camels attacked in four aspects of brand image, communication and popularization, talent introduction and capital operation, and constructed a guarantee mechanism for the successful implementation of the transformation strategy. Reshape the brand image, to give franchisee support. Brand new image spokesman signed after 85 with high popularity, youthful and healthy image of the Fahrenheit concert portfolio, and the first in the domestic casual wear industry introduced humorous, positive and moving image of the camel 'Happy Aberdeen.' Based on the brand new positioning to develop communication and promotion strategy, will strengthen the oriental camel image spokesman and animation image of the interaction, appearance and multimedia communication. Realistic and virtual combination of two images will be creatively in the major television stations, websites, print media and other multimedia jointly stage, combined with interactive activities in the terminal market concentration, continue to spread 'Love Life' brand value of the core, let the East Camel full of happy color franchise for the Internet era after 85 truly belong to their living space. In addition, the Oriental camels recently introduced management, marketing and other positions of high-quality personnel, personnel optimization projects in the implementation of the same time, in-depth cooperation with the capital market. Oriental Camel aims to improve the brand team through the joint efforts of franchisees and the country to achieve annual sales of 45% to 50% of the steady increase within three years Direct and franchise stores from the current expansion of more than 800 to 2000 Family. Founded 11 years, Oriental Camels pragmatic approach to go its own way, in the country formed a solid system to join. After the brand transformation, oriental camels will implement the regional agency-based, supplemented by a single store marketing strategy to strengthen the franchisee and agents of training and services. The new positioning of the oriental camel, will be "happy to do" this very infectious happy marketing model, the brand value will be rapidly improving to share with each franchisee, Oriental Camel shared in the partners to build a sustainable Development of win-win cooperation mechanism. Three years after the Chinese casual wear market, "Oriental Camel" will be 85 after the fashion label happy.
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