Catman out of price war circle to enter the fast lane of brand marketing
Du Hanwu, general manager, believes that Catman International has gone out of the price war circle.
“Building a strong brand requires rationality while maintaining passion.†Du Hanwu, general manager of Maoren International (Hong Kong) Co., Ltd., emphasized to reporters during the “Cat Man-Jade Dragon Snow Mountain Fashion Wedding†event. In Du Hanwu's view, the key to the rapid development of cats lies in brand marketing.
Take the lead in making fashion underwear
Du Hanwu told reporters that the “Catman†brand borrowed the meaning of the French musical “Catâ€â€”a feeling of spirituality. Cat's underwear target consumer group is located in 20-35 years old, quality of life and fashion sense consumers. After several years of meticulous development, the sales of cat products have gradually increased. From 2001 to 2003, cat sales increased by 800%. In March 2004, in the "National Million Shopping Mall Underwear Sales Ranking" compiled by the China Federation of Industry and Commerce and other authoritative organizations, Catman underwear topped the top three.
Fashion has become the essential difference between catman and competitor. Du Hanwu said that Catman International is the first company in mainland China to claim the name of fashion underwear. To this end, the cat's products in the style of subverting the traditional concept of underwear, adding the elements of fashion, bold use of color, to convey the sexy frontier fashion ideas to consumers, and promote a new urban fashion culture. Cat people want their products to meet the fashion consumer demand that “apparel can reflect sexy appealâ€.
In brand management, the company invited international stars Shu Qi and Zheng Yijian as corporate ambassadors. Shu Qi is a noble woman with sexy personality, and is in perfect harmony with the “sexy and personality charm†of cat people. Shu Qi's successful interpretation has become the materialization of the cat's brand spirituality. This fall, the Catman invited Zheng Yijian to serve as the spokesperson for the image. He and Shu Qi formed the perfect combination of "Jin Men and Hookers" and fully demonstrated the cat's fashion connotation.
Marketing network covers 180 cities
Du Hanwu classified the underwear industry: a class of conventional products take the popular route to meet the low-end consumer demand, the brand awareness is high but the reputation is poor; the style of the second type of warm products is more old-fashioned, poor quality, because of good hype and The former, the reputation is poor; three types of international products for high-end consumers, pay attention to terminal construction; four kinds of fashion products fabric selection, design cutting advanced, represents the direction of underwear fashion and trend of development. Among them, the fourth category is cat and underwear.
Thus, Du Hanwu divided the underwear industry into four stages of development: First, the natural stage of development, simply meet the needs of wearing; Second, the concept of hype, overemphasized the underwear to keep warm and ignore the quality. Some underwear simply pursues warmth, and even adds asbestos in the mezzanine. Third is the price competition stage. This period is concentrated in the last two years. Manufacturers fight the price war to reduce the price and seek to reduce the quality requirements. The fourth is the stage of brand development. Brand marketing has become the soul of product marketing and market support. Du Hanwu said that cat underwear has embarked on the road to brand management.
Cats out of the price war circle is very focused on sales network construction. Catman underwear always put innovation in the first place, established a complete marketing network, covering the country's 29 provinces, municipalities and autonomous regions of 180 large and medium-sized cities, with more than 1,000 sales terminals. At the same time, the company also actively develops overseas markets.
protagonist
Catman International: Annual output value exceeds 500 million
Catman International (Hong Kong) Co., Ltd. is a large-scale apparel company that specializes in research, development, design, production and management of fashion underwear, high-end cashmere underwear, and casual wear. The company has an area of ​​more than 10,000 square meters and an annual output value of more than 500 million yuan. It ranks among the top knitted underwear companies in the country.
Catman International was incorporated in Hong Kong in 1998. Its wholly-owned and joint-venture production bases are located in Wuhan, Guangdong and Hong Kong. China’s marketing headquarters is tentatively scheduled to be Wuhan. After six years of development, Catman International has become a large garment company with an annual output value of several hundred million yuan and a sales network covering the entire country.
“Building a strong brand requires rationality while maintaining passion.†Du Hanwu, general manager of Maoren International (Hong Kong) Co., Ltd., emphasized to reporters during the “Cat Man-Jade Dragon Snow Mountain Fashion Wedding†event. In Du Hanwu's view, the key to the rapid development of cats lies in brand marketing.
Take the lead in making fashion underwear
Du Hanwu told reporters that the “Catman†brand borrowed the meaning of the French musical “Catâ€â€”a feeling of spirituality. Cat's underwear target consumer group is located in 20-35 years old, quality of life and fashion sense consumers. After several years of meticulous development, the sales of cat products have gradually increased. From 2001 to 2003, cat sales increased by 800%. In March 2004, in the "National Million Shopping Mall Underwear Sales Ranking" compiled by the China Federation of Industry and Commerce and other authoritative organizations, Catman underwear topped the top three.
Fashion has become the essential difference between catman and competitor. Du Hanwu said that Catman International is the first company in mainland China to claim the name of fashion underwear. To this end, the cat's products in the style of subverting the traditional concept of underwear, adding the elements of fashion, bold use of color, to convey the sexy frontier fashion ideas to consumers, and promote a new urban fashion culture. Cat people want their products to meet the fashion consumer demand that “apparel can reflect sexy appealâ€.
In brand management, the company invited international stars Shu Qi and Zheng Yijian as corporate ambassadors. Shu Qi is a noble woman with sexy personality, and is in perfect harmony with the “sexy and personality charm†of cat people. Shu Qi's successful interpretation has become the materialization of the cat's brand spirituality. This fall, the Catman invited Zheng Yijian to serve as the spokesperson for the image. He and Shu Qi formed the perfect combination of "Jin Men and Hookers" and fully demonstrated the cat's fashion connotation.
Marketing network covers 180 cities
Du Hanwu classified the underwear industry: a class of conventional products take the popular route to meet the low-end consumer demand, the brand awareness is high but the reputation is poor; the style of the second type of warm products is more old-fashioned, poor quality, because of good hype and The former, the reputation is poor; three types of international products for high-end consumers, pay attention to terminal construction; four kinds of fashion products fabric selection, design cutting advanced, represents the direction of underwear fashion and trend of development. Among them, the fourth category is cat and underwear.
Thus, Du Hanwu divided the underwear industry into four stages of development: First, the natural stage of development, simply meet the needs of wearing; Second, the concept of hype, overemphasized the underwear to keep warm and ignore the quality. Some underwear simply pursues warmth, and even adds asbestos in the mezzanine. Third is the price competition stage. This period is concentrated in the last two years. Manufacturers fight the price war to reduce the price and seek to reduce the quality requirements. The fourth is the stage of brand development. Brand marketing has become the soul of product marketing and market support. Du Hanwu said that cat underwear has embarked on the road to brand management.
Cats out of the price war circle is very focused on sales network construction. Catman underwear always put innovation in the first place, established a complete marketing network, covering the country's 29 provinces, municipalities and autonomous regions of 180 large and medium-sized cities, with more than 1,000 sales terminals. At the same time, the company also actively develops overseas markets.
protagonist
Catman International: Annual output value exceeds 500 million
Catman International (Hong Kong) Co., Ltd. is a large-scale apparel company that specializes in research, development, design, production and management of fashion underwear, high-end cashmere underwear, and casual wear. The company has an area of ​​more than 10,000 square meters and an annual output value of more than 500 million yuan. It ranks among the top knitted underwear companies in the country.
Catman International was incorporated in Hong Kong in 1998. Its wholly-owned and joint-venture production bases are located in Wuhan, Guangdong and Hong Kong. China’s marketing headquarters is tentatively scheduled to be Wuhan. After six years of development, Catman International has become a large garment company with an annual output value of several hundred million yuan and a sales network covering the entire country.