Camel Active Huang Jianbing: breaking the brand's awareness of curing

[citation needed] Two suitcases, one small and one large, a pair of shoulders, a row of mobile hangers covered with what we mistakenly thought was a kind of clothes, and they were personal clothes, walked into the office of Huang Jianbing, and did not have much business atmosphere. The atmosphere of life is rich, and all this is to make preparations for traveling at any time.

From the police to the apparel industry, Mr. Huang Jianbing has worked for Mark Huafei Group for 15 years. He also took over the German brand camel active, which is represented by the Mark Huafei Group, for nearly 2 years. From uniformed guardians of people to founders of the fashion industry, from start-up employees to brand partners, Mr. Huang Jianbing experienced many years of accumulation and precipitation in the apparel industry, as well as his own judgment of the industry and the operation of the brand. Cognitive. Today, he is leading camel active to a path of innovation.

Differentiate in consistency

The camel active from Germany is a travel lifestyle brand oriented to “light outdoor”, which is a brand new field that is different from traditional outdoor and urban leisure. The functional products will be fashioned, the urban products will be scened, and the sense of science and technology will be interpreted, while maintaining the DNA and quality of the German brand. The masculine and power-conscious clothing that has a certain fashion and functional design will be the trend in the future. The rise of travel and outdoor industries, the desire to return to nature, and the continuous improvement of the environment will all drive this trend.

The spirit of masculinity and strength sensed by camel active coincides with Mr. Huang Jianbing’s own temperament.

Do not do the first, do the only. Mr. Huang Jianbing believes that this is a prerequisite for a firm foothold in the apparel industry. “Many men's wears have high homogenization of merchandise and stores. If you remove the logo, the recognition of the brand is very low, and the brand's memory is the logo. Now that more and more brands are coming, it is bound to find unique brands. Positioning and brand spirit, to attract the corresponding consumer groups, so now is more demanding is the uniqueness and uniqueness of the brand.” From the inside of the company, camel active as an independent brand of Mark Fairfield Group's agent, is bound to have with other sub-brands Differentiating; Looking at the entire apparel market, it is of utmost importance to be unique around the core of the brand. However, following the trend of the market to do brand differentiation, it is actually a kind of strategy concerning “selection”. In Mr. Huang Jianbing’s view, do divergent odor and dig deeper and do subtraction: “In fact, it is very difficult to do subtraction because the market’s temptation is too great. Only accurate positioning, repeated, and persisting in shaping the travel lifestyle The tone of this brand can truly impress consumers."

Although brand differentiation is imminent, there is always a major premise - consistency. For this, camel active also has its own dedication: "We always think that the product is a character. It is important that you do what you say and do what you say. The brand has a temperature, consumers can feel the sincerity of the brand. The storylines of the brand must come from the sinking of the heart and the steady decline. The deliberate rendering may create a momentary atmosphere, but it is difficult to justify it.”

Transformation and upgrade experience are the core

Based on the trend of increasingly rational consumers and increasingly diverse and personalized consumer demands, many brands have taken steps in channel transformation and brand upgrading. Mr. Huang Jianbing also believes that this is an irreversible trend.

For both online and offline sales channels, if you are aiming for co-existence and common prosperity, that is optimistic. "Although there is competition, there will be a rise and fall in the proportion. But no one will be subverted. The online and offline channels will intersect, and more will be interdependent."

Choosing more than street stores, the experience is better than that of department stores. The rapid rise of shopping centers has also led many brands to start relocating and entering shopping centers. This seems to be the new strategic direction of most apparel brands. “Comfortable shopping environment and convenience of one-stop shopping, including the clear positioning and continuous upgrading of shopping centers, and the brand's presence in shopping centers are another irreversible trend.” Looking at the development trend of the current shopping center, Mr. Huang Jianbing Judgment, the future of consumer groups will gradually shift from the center of the city center business community shopping malls.

For the upgrading of the image of the clothing brand and cross-border integration across the industry, this is to enrich the sense of consumer experience, camel active will continue to innovate and continue to improve in the sense of consumer experience. "In the future, camel active is not confined to the apparel sector, travel-related full-featured experience stores, travel clubs, etc. All products and experiences related to travel lifestyle will be an opportunity for brand development."

Courageous innovation and reconstruction of "people and freight yard"

This is the eternal concept in the retail industry. No matter what kind of business, regardless of business model changes, the basic elements of retail are inseparable from these three words.

People, ie teams and consumers. The people at these two ports should all serve well. We should treat our partners with respect and respect for this heart and heart, and treat our customers with warmth and sincerity. Mr. Huang Jianbing thinks that “operating a business enterprise is a management team, operating a business team is business people, business people is operating a business.” The partnership mechanism promoted by Mark Huafei solves the problem of “work for whom” the employees, when the employees feel that their work is a business from the heart. At the time, talents will become the core competitiveness. So in the camel active, only recruit bosses, do not hire employees.

In another port, it is the investigation and locking of consumers. “We will analyze the living environment in which consumers grow, because people’s habits, preferences and thoughts are not determined by the moment. After we have pinpointed our position, we will target the consumer groups and the firmer the lock, the longer the brand will take.”

Goods, ie products. Camel active has always given consumers the impression that it is "a bit too old casual men's wear." After determining the brand positioning of "light outdoor. Travel life style", it is designed under the principle of ingenuity and product quality. Style has changed from the past dull and heavy wash water, adding a brighter color and trend of light style. From product design to subversive innovation, the core of product design is to design the lifestyle of people and people. Make camel active transform into a younger, lighter outdoor, lifestyle menswear brand.

Field: The store. In order to meet the brand's light outdoor, comfort, slow life, and younger tone, Camel Active's store image is also constantly upgraded. Makes the consistency between the product and the style of the store. The store also incorporates high-tech elements such as magic mirrors and RFID. The former is to allow consumers to have a more convenient fitting experience, and the latter is to judge the market acceptance of goods through the touch rate and purchase rate of the product. In order to make timely adjustments.

Winning quality with steady expansion

Supply chain management is the cornerstone of brand development. As a German brand, stable product quality and layout are the first principle of camel active. Through quality gaining reputation and good service, consumers will become repeat customers.

Camel Active's product style, fabrics, quality and brand spirit are all designed for men who love urban fashion and light outdoor and travel lifestyles. After more than 100 years of brand precipitation, camel active has 11,000 sales outlets in more than 50 countries around the world.

The next step after the brand upgrade is the expansion of the store. Mr. Huang Jianbing revealed that by the end of this year, the quality of camel active stores in Greater China will increase to around 100. Follow-up will expand steadily at the pace of adding 50 stores every year, and it will slow down when it reaches 200 stores.

The expansion of camel active will be dominated by first- and second-tier cities, mainly in shopping malls, but benchmarking department stores are not excluded. “We hope that the shopping malls that are stationed in the city must be marked and unique, and the brands in the mall are of secondary importance.”

In 2017, the first year of steady brand expansion, camel active will continue to innovate in terms of commodity power, brand power, channel power, and service. Focusing on the consumer experience, it will continue to innovate in business operations and will “light outdoor and travel lifestyle concepts”. Embed in consumers' minds, combine functionality and beauty, and lead more passionate urban men to explore the unknown world.