Kinba Men: Five Years in Shanghai

On August 17th, the 2014 China Fashion Brand Positioning and Upgrade Summit was held in the Shanghai World Expo Center. More than 200 guests from all walks of life gathered together. Yang Jichao, Vice President of China National Textile and Apparel Council, Zhao Ping, Deputy Director of the Consumer Economics Research Department of the Ministry of Commerce, Deng Delong, General Manager of Trout China, and Hong Zhongxin, CEO of Jinba Men, respectively interpreted the Chinese apparel industry from their own perspectives. Problems and innovations in the upgrading of industrial structure and upgrading of brand positioning. In the evening, "Balak Men's Men's Shanghai in Shanghai for five years and Spring/Summer 2015 New Product Launch" was also held on the theme of "Different Dancers". The audience of more than 3,000 people witnessed a five-year strategic transformation result of Jinba Men's “Going out into the sea” through a brilliant jacket fashion show. The grand opening of "China Jacket Innovation R&D Center" brought the atmosphere of the party to a climax.

In August 2009, the company’s operational headquarters was moved from Jinjiang to Shanghai’s Jinba men’s clothing, and a new product launch with the theme of “Shanghai” was opened alongside the Huangpu River, opening a new stage for the brand's strategy of going out into the sea; 2014 8 In January, the tyrant of men's clothing in Shanghai, which has completed five years of dancing, has also used a stunning fashion festival in Shanghai to show all the strategies. This time the theme is called "The Dancers Are Different."

“A person can do one thing forever in a lifetime.” Thanks to the founder of the enterprise entrepreneurial spirit proposed by Hong Yuming, from the very beginning of his establishment, Jinba has eliminated opportunistic genes and has not followed market blindness. What to earn money, but for 34 years has been dedicated to the jacket category, dedicated to the business casual men's field. It is based on this continuous focus, dedication, and professional development thinking that Rimba not only succeeded in segmenting the brand through category differentiation, but also created a more distinctive and distinct brand personality, and even adhered to the “14 Years of National Terminal Unified Retail”. The price-price rigid policy is the core franchise chain operation and a unique brand building strategy, which has enabled the brand to reach an impressive height in terms of reputation and market share. On May 9th, 2009, in the Changfeng Ecological Business District on the bank of the Suzhou River, a step taken by Jinba Men’s Co., Ltd. made it possible for them to achieve a different brand trajectory.

Shanghai is a verb from beginning to end

“In my heart, Shanghai has always been a verb, and it is a verb that must be completed by companies with ambitions and dreams in the Chinese industry. The only difference is that we chose to preemptively complete the interpretation of this verb. Looking back at the extraordinary choice five years ago, Hong Zhongxin is still willing to share his thoughts at the company's Value Propaganda Committee.

As a financial center, business center, talent center and fashion center in Shanghai, the natural advantages of its economic highlands are naturally beyond doubt. However, it is also obvious that the challenges and difficulties of integrating into this international metropolis must be met. So Hong Zhongxin likes to cite Drucker, his most admired management guru, to interpret his own choices at the time. “To create the future is to take great risks. However, its risk is much less than passively accepting the future. ."

Today, through the completion of the first five-year plan for Shanghai, has the well-thought-out result of “Shanghai” built a “new higher starting point for development” for Jinba?

In five years, we have completed a transformation.

"For JinBa, Shanghai is not only a brand new starting point, but also a strategic goal that is almost challenging. The disruptive changes brought by 'going out into the sea' have indeed allowed the revolutionary tyrants to optimize genetic changes." After the five-year strategy was reached, Hong Zhongxin believed that change and innovation were the core of his primary concern.

For all the Rim shift employees, the initial development of this “change and change in innovation” journey began without doubt from the perspective of thinking and values. During the past five years, Rimul Men’s clothing has grown in size and at the same time The comprehensive and in-depth professionalization process has brought about fundamental changes to the organizational management and governance structure of the enterprise. It has pioneered the corporate vision of “becoming a respected international leader in men’s wear” and “providing jackets for the wealth-creating community. Leading business casual men's clothing, and become their dress coder's brand mission.

In terms of products, taking advantage of Shanghai’s talented resources and technology resources, Rimula’s men’s clothing has gradually achieved the international transformation of the entire R&D design team composition and creative vision through the accumulation and accumulation of five years’ time, and has launched a series of highly-acclaimed fashion trends. The highly respected new season products have achieved fruitful success in the overall optimization of the product supply chain. A large number of suppliers of top-grade accessories and accessories that serve international brands have made the quality of Rimula Men's Wear more sophisticated.

And changes have occurred in the marketing chain. In Shanghai in the past five years, while maintaining the advantages of the traditional media brand communication, Jinba menswear has also tried various digital communication methods and public relations event promotion in a breakthrough manner, making the dimension of brand building more diversified and rich. Through the transformation of the wholesale-to-retail strategy Model and the introduction of the professional team, Rimula Menswear is also constantly changing its competitive landscape and retail environment, and it has effectively cultivated the brand in the terminal with various best practices that meet the needs of the terminal. The accumulation of value in construction has formed the unique strategic advantage value of Rinbu Terminal with “clothing steward” and “fitting consultant” as the core of experience.

Of course, these changes have finally been implemented into the brand's growth and development. During the five years, Jinba brand continued to improve in its jacket positioning - the establishment of China's jacket color research and development base, the approval and expansion of the national jacket laboratory, the expansion of the testing scope, and the completion of the national standard revision of the jackets. The acquisition of a series of substantive industry honors such as the “Five-Focused” supporting enterprises and the positioning of the jackets for the Jinba men's brand have created a more powerful form of trust. In the five years, the brand value of Jinba men's clothing has grown from 12.739 billion yuan in 2009. It climbed to RMB28.755 billion in 2014, and firmly followed the ten-year leading position of the first-value brand of Chinese men's business casual men's wear. In the five years, the production and sales operation system of Jinba Men's Clothing and the sales scale of the market have also continued to increase. The Top 100 Taxpayers for Private Enterprises and Non-State-Controlled Enterprises has successfully ranked among the top 30.

The future is better visibility tomorrow

“The world in the future is both round and flat – a world lying flat, destined for all our competitors to emerge in front of us. The truly cruel game has only just begun. It has just begun.” Hong Zhongxin said that taking the “different dances” as its dynamism, the future will be further promoted through a more effective and effective strategy to truly make Shanghai its own home, “coexistence of opportunities and challenges. In the structure, crossing the sea across the sea creates greater success and opens up a whole new world for a clearer and better future."