On March 9th, the red bean men’s clothing with the theme of “Xing Nationality Brand Establishing 100 billion Red Bean” was held at the Wuxi Red Beans Village Convention Center in 2022, officially kicked off the strategic prelude to the “Classic Comfortable Men’s Clothing”. At the press conference, the representatives of the 17th National Congress of the Communist Party of China, the 18th National Congress of the Communist Party of China, the vice chairman of the 11th National Federation of Industry and Commerce, Zhou Haijiang, Chairman of the Board of Red Bean Group, Dai Minjun, Executive Vice President of Red Bean Group, Chairman of Red Bean Co., Ltd. Wang Changhui, general manager of the joint -stock, spoke on the brand strategic transformation. The conference attracted the high attention of all walks of life. The full -time vice president of the China Clothing Association on Monday Qi Qi and the chairman of Junzhi Strategic Consultation Xie Weishan came to the scene and delivered a speech. Sun Ruizhe, president of the China Textile Industry Federation, congratulated the Red Bean Men’s ons to start the new journey of glory. At the scene, Han Ping, the president of the Jiangsu Textile Industry Association, Li Xin, deputy secretary -general of the China Clothing Association, and Gong Huijuan, president of the Jiangsu Clothing Association.
(Congratulations to the President of the China Textile Industry Federation Sun Ruizhe)
65 years of classic men’s clothing new departure
Red beans, began in 1957. This domestic brand brand has focused on classic men’s clothing for 65 years. In the minds of consumers, it has already become the first choice for “trust” and “quality”. According to statistics, red bean shirts have sold 200 million pieces, and consumers use their purchases to express their recognition of the brand. Over the years, it is not only precious wealth, but poor inheritance will also become a rules that restrict development. In recent years, with the acceleration of the clothing market, the red bean men’s clothing has gradually moved towards the inflection point of brand solidification and strategic renewal.
The key to breaking the situation is innovation. Dai Minjun pointed out at the press conference that “In 2022, the Red Bean Men’s clothing will anchor the new track of the” comfortable men’s clothing “, positioning the” classic comfortable men’s clothing “to show a new attitude with a new strategy.” Understanding and reading, he believes that the current men’s market space is huge, and the new strategy of red beans men’s clothing will give full play to the 65 -year development advantage of Red Bean, with the advantages of improving brand value, connecting consumer core needs, and large market space. In the future, it will become a leading brand of men’s clothing.
(Dai Minjun, Executive Vice President of Red Bean Group and chairman of Hongdou Co., Ltd.)
Dai Minjun said that the new strategy of “classic comfort men’s clothing” is based on the changes in the macro environment, the upgrade of the men’s industry, and the comprehensive research and judgment of consumer comfort needs. The transformation and upgrading of “classic” to “comfort” is both internal needs and external requirements.
(Junzhi strategic analyst Li Shijia spoke)
Judging from the actions of red bean men’s clothing in recent years, the brand has maintained high efficiency and innovation. From reaching a strategic cooperation with “Fashion Harvard” France’s ESMOD, to the factory to achieve intelligent production, red bean men’s clothing innovative actions have frequently become “new domestic products”.
Monday Qi expressed its long -term optimism to the trend of new consumer groups and the “comfort” trend of Red Bean Men’s clothing. It is understood that the domestic men’s market size is 600 billion yuan, and the purchasing power that can be moved by comfortable in 2025 will exceed 350 billion yuan. On Monday, “the brand that focuses on the comfort track will leverage another growth point of the clothing industry.”
(The full -time vice president of the China Clothing Association speeches on Monday)
The concept of “classic comfort” is fully touched
On the basis of existing consumer groups, how to expand the brand’s reputation and influence based on strategic positioning, strengthen the brand’s potential energy? Wang Changhui, general manager of Red Bean Co., Ltd., said that in terms of design and development, fabric research and development, brand marketing, supplier selection, etc., Red Bean Men’s clothing is focusing on the core strategy of “comfortable classic men’s clothing”.
(Wang Changhui, general manager of Red Bean Co., Ltd.)
On the one hand, it spreads around the user’s mind. In 2022, the Red Bean Men’s clothing will implement a new communication plan and speak strongly to the mainstream. Film first -class directors who served brands such as Mercedes -Benz, Audi, Lincoln, Cartier and other brands to shoot a new brand TVC “Comfortable Cling”, and will reach tens of millions of consumer attention through thousands of contacts, and strongly occupy “red beans = Useful “user mind.
On the other hand, make the ultimate product around the pain points of users. With the key dimension of “classic+comfort” of the new consumer group, Victoria Lao Tuo Xin. In 2022, Red Bean Men’s clothing will launch the new three major comfort series to consumers: 360 ° Elastic series, light series, and natural power series. It truly brings comfortable products and ideas to consumers. “Return to the classic foundation and connects comfortable needs. Red beans and men’s clothing to create a comfortable concept from the aspects of materials, versions, quality, etc. The vision is to bring a better life to consumers.” At the press conference, Zhang, general manager of the Red Bean Co., Ltd. Ying believes that the trend of red bean men’s clothing comfortable products is also the future industry trend.
(Interpretation of Zhang Ying, general manager of Red Bean Co., Ltd.)
Red Bean Men’s clothing revealed that international luxury designers such as Mr. Patrick Grandin, the former vice president of Armani Design, will join the brand, based on the 128 comfortable patents accumulated by Red Beans, 3 million Asian men’s ergonomics data, and 168 tailoring models, innovation R & D luxury -grade comfortable shirts to open a new era of comfort.
Terminal empower to seize new consumer groups
With high -end and differentiation adapting to consumption upgrades, the brand awareness and industry influence are constantly enhanced. Red bean men’s clothing has also made new adjustments in channel layout. It is understood that in 2022, Red Bean Men’s clothing will open a new store in Shoppingmall and core business districts.
In February this year, the sixth -generation store of Red Bean Men’s clothing -1,000 square meters of Wuxi Zhongshan Road Red Bean Men’s Super Flagship Store was unveiled. The store was created by French designer Thomas. As a new concept flagship store, the unique “Chinese Red” door is composed of 35 meters high, 68 keel, 2680 silver leaves. Internally display, it shows the consumption scenario of the digital economy era, and the enterprise in the digital economy in the digital economy. The rapid development and positive practice. “From logo to the door, even display, etc., all details vividly explain the personality, tone and positioning of red beans, and interpret the ultimate pursuit of red beans to create ‘comfortable classic men’s clothing’.” At the press conference, Thomas interpreted red beans men’s clothing like this way Connotation of comfort space design.
(Speaking of the French Under DOG founder Thomas)
“The first concept of red beans proposed the” classic comfortable men’s clothing “in the clothing industry. This concept will definitely win the hearts of consumers.” At the strategic conference site, Xie Weishan praised the strategic upgrade of Red Bean Men’s brand in his speech. He said: Red Beans has a history of 65 years, and has a deep foundation and successful experience in the field of comfortable clothing. It is bound to gain in the future. What the people’s heart will make red beans move towards a new legend.
(Xie Weishan, chairman of Junzhi Strategy Consultation)
The change of men’s clothing has accelerated, and the red beans and men’s clothing snatched the heights in the strategic adjustment of the industry, which also established a win -win development of the entire industry chain. Zhou Haijiang, chairman of the Board of Directors of the Red Bean Group, said in his speech that Red Bean is closely linked to the destiny of the country and the nation, and revitalizing the national brand is the common responsibility of Chinese enterprises. The active implementation of the red bean men’s clothing is to strive to build an influential international brand, and the future development will aim at 100 billion yuan.
(Representatives of the 17th National Congress of the Communist Party of China, the representative of the 18th National Congress of the Communist Party of China, the vice chairman of the 11th National Federation of Industry and Commerce, and the chairman of the Board of Directors of the Red Bean Group, Zhou Haijiang)
If the past red bean men’s clothing has created a national brand with classics, then the current red bean men’s clothing will adhere to this basis to focus on the need for the need for the need. The road of chasing light. ” With the continuous release of the strategic results of the new brand, we can completely believe that the red bean men’s clothing will lead to the arrival of the new era of comfortable men’s clothing, and it will also create a 100 billion enterprise with both strength and reputation. New and greater results.