Crocodile shirt: Do not worry about brand aging (Figure)

Crocodile, a well-known Hong Kong fashion brand, was founded in 1952 and has operated for more than 50 years. Just as its new chief, Lin Weishan, said, crocodiles can survive the fierce market competition for 50 years, relying on their long history, professional standards and excellent quality.

Lin Wei Shan - Granddaughter of Hong Kong Crocodile Shirt founder Lin Baixin, currently Executive Director and Deputy Chief Executive of Hong Kong Crocodile Shirts Co., Ltd. After she took office, she started a new brand strategy deployment.

Focus on the domestic market

　　 As a brand in the world of marketing, Lin Weishan decided to concentrate on expanding the domestic market in the next five years after taking office. He will use Hong Kong as a starting point from south to north to Guangzhou, Beijing, Shanghai and Chongqing. Chengdu, Tianjin and other large cities as the center, to carry out brand promotion and brand promotion, enhance brand image, increase market share. The basis for this massive publicity is the accumulated experience and brand image of Hong Kong Crocodile Shirts over 20 years of domestic market experience. For the development of overseas markets such as Europe and the United States, it will still rely on finding suitable partners for market development.

Crocodile shirts have always been high-end menswear brands in the domestic market. The reforms do not change the inherent nature, and always adhere to the successful menswear brand market position is unwavering is the constant aim of the Crocodile shirt. Through intensive research on the market, Lin Weishan’s biggest move is to adjust the target group to those who are over 30 years of age, who have a successful career, a happy family, and an extraordinary taste. So Mr. Miao Qiaowei, the very popular “King Guo Xiao Wang Ye Yang Kang” was found by Lin Wei Shan as the brand image spokesperson. "He has little scandal, loves family, and gives a warm family feeling." This is the reason why Lin Weishan gave him an opinion and selected him as a spokesperson.

In order to seize the opportunities of the Olympic Games, Crocodile Shirts launched a brand new sports brand series to meet the needs of the market. At the same time, the Hong Kong-based crocodile shirt market's leisure-oriented women's series and children's wear series are also being promoted in the domestic market. The domestic single men's wear series has gradually developed into a multi-series brand, fully occupying the domestic market and maximizing the brand product market.

Brands are becoming younger

　　 Lin Weishan took over the Crocodile shirt and made immediate strategic adjustments to promote the further expansion and development of the brand for half a century. The first is that in terms of products, styles tend to be younger. Followed by the brand image reforms, new trademarks, new packaging, new shop decoration, giving customers a fresh feel. Especially in terms of store image, in order to give customers a more comfortable shopping environment, Crocodile Shirts specially ordered lighting, shelves, and display items to further enhance the brand style.

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Lin Weishan believes that the brand's rejuvenation is first of all a product design rejuvenation and style innovation. While maintaining the original intrinsic quality of the brand, the color and style are greatly increased. While continuing to draw on and learn from the fashion elements in Europe and America, we are actively developing fashionable and unique styles. Modernize, diversify, and popularize brand styles to increase market share, expand market coverage, and become passive. For example, men's wear, CROCODILE designed for office workers, this type of clothing material selection, well-designed, cater to the trend, fine workmanship, dress up and stylish and dynamic, so it is good for senior white-collar workers. This series of jackets, coats, trench coats, fur coats, down jackets, etc. are all very popular; young people are the largest apparel consumer group, and the Crocodile shirts have introduced “casual series” clothing based on their characteristics. These clothes are made from natural fabrics and colors. The bright colors that the young people like are the main ones, and the fancy styles are selected from a variety of plaid patterns, which are both lively and relaxed, and are very suitable for work wear and travel. This series of casual pants, T-shirts, cotton underwear, socks, shirts, etc. are very popular.

According to local conditions to do marketing

Lin Weishan said that the world of crocodile shirts, "people-oriented" is the same business philosophy. "As a global brand, we must not only divide product categories according to regional differences and climate differences, but also carry out brand-new product designs based on different local customs and habits. This is the same category, and the same models should also be different geographically and differently. Climate, different habits, choose different fabric materials, in order to meet the local dress habits and requirements, to achieve the best wearing comfort.” Lin Weishan hope that the crocodiles shirt to the professional spirit of excellence and meticulous human care to cultivate brand loyalty.

While adjusting marketing strategies, crocodiles should also use various means to eliminate unfavorable factors in brand promotion and promotion and maintain healthy market development. In order to effectively suppress the imitation of other brands, Crocodile shirts need to strengthen product development efforts to enrich the market with constantly updated products. While consolidating its position in the market, Crocodile shirts also need to jointly monitor the market with other famous brands, actively strengthen contact and communication with various functional departments of the country, and jointly fight against counterfeiting and counterfeiting.

As a key market for future development, Lin Weishan said that she must resolutely adjust the domestic business model, “breaking the single brand agency business model in the past. In important cities, important commercial districts set up the company’s own branded flagship stores and display stores. For example, in Beijing and Shanghai, Crocodile's shirts have opened their own stores, focusing on the latest developments and unique corporate culture of Crocodile.

“Self-operated stores can use new and unique product promotion campaigns in an elegant and stylish shopping environment to allow companies and consumers to have zero-distance contact, so as to achieve the best display effects and market maintenance functions, and effectively eliminate all levels of agents’ products. Inadequate promotion, product promotion and display of incomplete defects, improve product market influence.” Lin Weishan is full of confidence in self-operated stores.