The successful development of the LEIYI brand is inseparable from the business philosophy of its subsidiary, Guangzhou (Hong Kong) Yingzi plum international fashion co., Ltd. "Integrity of others, innovative and enterprising" concept of the enterprise, accurate market positioning, forward-looking direction of development, "and franchisees, distributors and common development" concept ... ... many advantages Leiyi brand quickly in just a few years Rise. Brand Road did not imagine so hard Yingzi plum International Clothing Co., Ltd initial office located in Guangzhou CBD Center Tianhe district, covers an area of ​​over 3,000 square meters, when the company employs more than 200 people. In the Pearl River Delta region, the size of the company is not large compared to the established large garment enterprises. Because of this, as early as its inception, the company carefully planned its own target market - focusing on black and white fashion with a unique, liberal style for fashion urban women. Chairman Lin Huiyin sees people aged 20 to 40: they are the most individual consumers, and consumers in this age group have the highest individual spend, and they usually pay more attention to style, quality and brand feel. In the initial understanding of the market after the audience, the company officially decided to take the road brand clothing. In 2007, Lin Hui-Ying organized a professional team to conduct an in-depth study of Guangzhou and the domestic fashion women's market. After experiencing a long period of market research and repeated actual demonstration, Lin Huiying made a prompt decision. In 2007, Li Yi, an Italian clothing brand, Introduced to China. She set her sights on the mid-to-high end consumer brand. In this way, Lei Yi brand has become the company's franchise brand. Lin Huiying said that from the day of Lei Yi was born, the company determined to let Lei Yi become the leading brand of Chinese fashion charm women. Although apparel companies take the brand of the road is very difficult, but as long as the idea is correct, the road may not be as rugged as imagined. Guangdong as a pilot to expand channels Lei Yi brand was not as eager to expand its sales network as other brands, but instead of Guangzhou as a pilot area, pilot direct sales, in order to test the product positioning and audience acceptance. Facts have proved that this pilot channel expansion programs have some rationality. Only a few months time, Lei Yi's store from Guangzhou Tianhe City, two outlets quickly developed to dozens, and has been accepted by the audience and praise. Today, Lei Yi in Guangdong Province, the market has been very stable, in the Pearl River Delta region, Lei Yi opened more than 30 proprietary stores, located in Guangzhou, Shenzhen and Dongguan and other places. Lin Huiying said that Guangdong market is Lei Yi brand base, which must be doubled training. On the basis of summing up the success of pilot projects in the province, Lei Yi began to expand channels outside the province and opened the prelude to expanding the national sales network. According to reports, Less than three years, Lei Yi has one after another in East China, North China, Northeast, Northwest, South China and other regions opened more than 400 stores, its business channels can be described as reached everywhere blossom. In the highly competitive women's industry, to achieve such a result, thanks to the company's accurate market positioning, and the correct deployment of sales network. In addition, it seems Lin Huiying, Lei Yi can have such rapid and steady development, and the company's agent has an inseparable relationship between the choice. Lei Yi brand has been using the franchising framework to recruit provincial agencies or regional agents, on the basis of the economic level and market development around the different, according to local conditions to build sales network. Like other brands, Lei Yi also classified five types of markets according to the level of regional economic development and the level of purchasing power of local consumers. After classifying production areas according to the standards, they pay the deposits according to the stipulated scope. Choosing like-minded agents For a young brand, expanding marketing channels, shop opening is a very important aspect, which often leads to garment enterprises are facing tremendous investment pressure. Lei Yi in the early stages of brand management also encountered the same problem, but the difference is that Lei Yi did not because of the new market need to expand the market and reduce the requirements of the agents and selection criteria. In contrast, Lei Yi requires agents in addition to have a good business philosophy, but also must have more than two local outlets, and the location is the local commercial street or two or three types of shopping malls near the hall or lift, the area should not be low At 60 square meters. Lin Huiying said that this move is intended to let Lei Yi in the local unified store to appear in the form of building a good brand store image. In order to nurture the brand Lei Yi, Lin Hui-ying agents also made a lot of requirements: Upon receiving the agency application, the company headquarters will conduct a rigorous inspection and screening agents. Not only to meet the capital, experience, operational capabilities and other conditions, more importantly, there must be "good faith" concept. Lin Huiying said that this is the most important factor in determining the agent to stay question. "Even if you have good business conditions, but if there is dishonesty in the course of business operations, or bank records of dishonesty, in the investment process will be Lei Yi votes rejected." After the initial selection of agents, the company The headquarters will conduct a careful business district survey of the area where the agent is located and investigate the target consumer group to help the agent choose the right place to ensure the success rate of opening a shop. After signing the agency contract, Lei Yi agents first purchase does not take the order system, but unified by the company Peihuo, but before the first replenishment, the company assigned to agents of the products can be unconditionally returned. Lin Hui-Ying said the move on the one hand to reduce the agency's business risks, on the other hand can also reflect the integrity of the enterprise. In fact, the order system is good for agents, but there are certain risks for franchisees. Lin Hui-ying frankly, Lei Yi bold choice of non-order system is to attract a large number of franchisees, franchisees so that we can feel everyone is a brand and work together, not isolated from each other. In Lin Huiying eyes, she most want to see is from the manager and clerk, each person supporting the growth of Lei Yi brand can experience the brand honor. Advocacy integrity corporate culture Hui-Ying Lin said the company's goal is to do global apparel business. In recent years, through the continuous efforts from top to bottom, the size of the company is also growing. In 2009, the company relocated to a new industrial area of ​​over 10,000 square meters and the number of employees increased to nearly 500. With the expansion of the company there is an increase in the number of design and development team. Changes in these hardware conditions make Lei Yi brand has a more powerful basis for the development and stability. Lin Huiying said that after years of development, Yingzi plum International Clothing Co., Ltd has grown into an integrated design, production and sales of integrated enterprise. The face of fierce competition in the market environment, the company created a learning, intelligent and innovative team, and has excellent team of designers and domestic advanced clothing production equipment, and constantly sum up experience in the market, in a pragmatic innovation The faith will show the perfect corporate image. In addition, the company also has a clear requirement for each employee: honest work, integrity and others. Lin Hui-ying to integrate his own style of life into the corporate culture, she hopes every employee of the company in the integrity of the corporate culture-led growth with the company. Famous enterprise famous words Guangzhou (Hong Kong) Yingzi Mei Zi International Garments Co., Ltd. Lin Huiying, "From the day of Lei Yi's birth, the company determined to make Lei Yi become the leading brand of Chinese fashion charm women.Although the garment enterprises take the road of branding is very difficult However, as long as the idea is correct, the road may not be as rugged as imagined. "
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