Annunciation: Adhere to Chinese Nationalities and Facing the International Challenge

The international textile trade has cancelled quotas, the domestic retail market has been fully open, and the domestic apparel market has been completely internationalized. For Chinese clothing, the meaning is extraordinary. The keen sense of smell of world-class designer clothes has already felt the business opportunities brought by the rapid development of China’s economy and the rapid expansion of middle- and high-income people. With its brand influence and solid financial strength accumulated over decades or even hundreds of years, it has landed in China. Exclaimed "The wolf is coming." Where is the way out for the Chinese clothing industry? How did China's high-end brand, Annunciation, break through in the encirclement of international brands? Compared with the competition among existing domestic companies, the new challenge has undergone fundamental changes in either the strategy of competition or the methods and methods. Wu Zhize, head of the Anniversary of the Annunciation Bird, frankly stated, "Use wolf with the wolf and fight with the tiger."

Features to enhance competitiveness

Looking at the global apparel industry, the biggest gap between domestic brands and international brands is neither product nor marketing, but culture. International brands are all integrated with their own culture in fashion apparel products, with deep cultural heritage and distinctive national characteristics. For example, Armani had a close connection with Italian simplicity, Dunhill and British gentleman, Vuitton and French luxury. "The more ethnic, the more it is in the world." However, how nationalism is integrated with companies is a crucial proposition.

As a representative of China's outstanding clothing enterprises, the Annunciation is such a decade-and-a-day that it takes the profound and profound historical tradition as its cornerstone, drawing on the essence of "noble elegance" in Chinese national traditions and building China's original brand. In the year of 2005, the Annunciation was one of the first in its own right and held a grand “Depression of the original brand concept of Tianzhu Lixiang” held in Dunhuang, an important post station on the ancient Silk Road, to promote the “from manufacturing to creation” of the Chinese garment industry. Crossing and writing in depth in the vast desert, he wrote a glorious history of the development of Chinese clothing.

Behind the brand is culture, how to graft national culture into the brand? How did the Annunciation achieve this? In addition to the Chinese-style elements such as screens, bamboos, and Other elements incorporated into the promotional album, the Annunciation also reflected a lot of product design. We also saw a flagship store in People's Road, Xinxiu People's Road, which has been decorated with Chinese landmarks. The "Chinese" items, such as window boxes and cloisonne, are cleverly and fashionly combined with the product style and terminal image of the Annunciation Bird. The Chinese essence that has accumulated over the millennium shines a new light in the fashion field. Embodies the self-confidence of the Baoxiu brand, but also highlights the brand's originality and Chinese character.

“Building an international brand with national characteristics” is a well-established development strategy for Annals of Good News. Wu Zhize stated that “only by rooting deep into the soil of the nation will we be able to flourish.” After several years of exploration, the newspapers and birds have strengthened their confidence. They must use national characteristics to enhance their competitive advantage and integrate national characteristics with international prevalence. In terms of product style, Baoxi Bird upholds the nobleness, elegance and exquisiteness of the brand, unifying the brand's plans, sounds, and characters, and creating a unique brand culture with the East West rhyme and the old-fashioned new law.

System advantages meet challenges

The era of “first move, eat all over the sky” is gone forever. The future competition is no longer one-on-one competition. Any brand needs to rely on systematic enterprise management and brand promotion in order to survive and develop.

The Annunciation not only carried out overall considerations in the areas of R&D, production, logistics and distribution, but also continuously promoted new fashion products, carried out “7S” activities to improve product quality, and built a rapid response mechanism for large-scale information construction, creating VIP clubs and consumption. The participants started one-on-one family-friendly communication and also enhanced their overall competitive advantage through systematic operation of marketing network terminals.

If you pay attention, it is not difficult to find that the Annunciation has devoted a great deal of effort to display, store music, containers, lighting, and decorative materials. Even in the sense of smell, it has created a sense of enjoyment for consumers. You can enter the store first. Feeling a burst of fresh lilies, the News Bird hopes to establish a good interaction through interaction, resonance, and sharing with consumers, and gradually form a consumer's intimacy and loyalty to the brand. Outside the Annunciation Global Landscape Shop, the Annunciation LOGO is simple and exquisite, the marble columns are stable, and the atmosphere reveals an irresistible fashion charm.

In the way of wall-mounted clothing display, the use of Beige-colored pipe shelves by Annunciation has completely subverted the half-cupboard model, which is truly refreshing. The open side-mounting style will be used to match the formal wear, casual wear and Accessories, and change the conventions of traditional dress and casual wear in different categories, so that consumers will have more room for sight when choosing. The wall-hanging technique inherits the exquisite and flowing feeling of European architecture, perfectly blends clothing and architecture, interweaves and echoes of points, lines, and faces, bringing the beauty of architecture and the texture of clothing to the extreme, fully demonstrating the tradition. Gradient process to the modern.

In the design and layout of the lighting, the Annunciation Global Landscape Store is uniquely designed. The warm color is the main indoor color. The soft yellow light is lined up in the outer periphery of the top wall. The window grille in the central fence will cleverly Cut off, creating a comfortable, elegant, warm shopping atmosphere. “We want consumers to enjoy the pleasure of shopping in their leisure and carefree manner.” From Wu Zhize's remarks, it is not difficult to hear the human concern of the Annunciation.

Adhere to the Chinese national characteristics is the basis for the good news bird to base itself on the market. Only by insisting on the local characteristics will it win a broader space for development on the international stage. The Saint Angelo’s tribute to the Chinese national culture shows its strong self-confidence and vigor. A broader future.