"firs" And French "big Cock Le Coqsportif"
1882 by the founder Aimi Lu? Mr. Kami Zhe founded in France Lomiri? Xi Luse. Initially as a sports shirt, with knitted Clothing Mainly in France in 1948 opened the "chicken are" big cock as a trademark. So the French national team in all sports brand clothing Lecoq regarded as a national team jersey, emerging league in France, the Olympics, World Cup and the French Open.
Lecoq brand of "fun sports, happy life (HAPPYSPORTS! HAPPYSTYLE!)" Brand philosophy, the current operation of the Lecoq Shanshan defined as "the French original, Tokyo charm" and to "the sport of competitive and recreational and the combination of lifestyle, "as the brand mission. Lecoq serve is a way of life and their own things on the latest trends in young men and women are perceived to fit the 22-35 year old young men and young women 18-30 years of age for the design orientation.
Shanshan top international goal to aim beyond the self
From reaching China Suit The first well-known brand, "Firs" in Zheng Yonggang, under the leadership embarked on a relentless innovation, change and development journey. 15-year history, he not only for their own business to find a high-speed growth and healthy development, but also with deep industry insight, exceptional art and good business culture, the development of the Chinese garment industry to make a special contribution, and provide timely response, a vivid example to defuse the crisis.
Focus on core brand 2003 12 months, Shanshan Investment Holding Co., Ltd. was established. Although officially opened a clothing business, technology, development of a diversified investment in the three blocks momentum, as the leading garment enterprises of China "Shanshan" open statement: clothing is still "Shanshan" strategic key industries.
Shanshan Group in July this year, an internal meeting, which will "Firs" further improve and strengthen the core brand, aiming at the international top brands, in order to catch up with world-class brand to target efforts to Firs from class enhance the development of a national brand leading international brand. To enhance the Shanshan brand, Shanshan Group first implemented a content upgrade project, highlights the "young, healthy, fashionable" brand spirit; second is product extension project will not only suit Shirt Continue to lead the trend, Women , Home textiles, denim, dress, leather goods, shoes, underwear and other products one after another.
The franchise mode To the effective implementation of international strategy, since 1999, Shanshan Group, the original modes of operation to produce commercial brand management system built Shanshan carried out a bold reform. The core of the reform is to implement the franchise mode of operation – known as the mainstream of 21st century business model.
Franchise makes the transformation from Shanshan Group, a large unified enterprise system, "private-public" into "Firs strategic alliance" with the words of the trade authorities, is a "carrier" into a "joint fleet . "
Implementation of this strategy, played the "Firs" changes in the new century, the development of theme. First, gather clothing for the new core of national competitiveness, growth and ability to form a brand and brand focus on market power delegations core competitiveness; while allowing the clustering of fashion design Shanshan and business elite Management Excellence, showing tremendous advantage in human resources. Second, get rid of low-level cut-throat competition, grasp the soul of clothing business, will promote the brand across to the international brand.
The implementation of brand internationalization strategy
To foster original brand, brand authorized to operate in the same time, "Firs" to their own design, merger, acquisition, holding registered in the domestic and foreign brands, licensed to rich market experience and design experience of the brand management team, continuously incubated cultures representing different national brand personality. Successful implementation of the strategy to fight Shanshan beyond the consumption scale fight the competitive landscape, rapidly rising to the low risk, low input, high profit and high growth diversified realm of brand apparel section, for China's apparel brand in international market share place out of the critical first step.
From 8 years ago, Firs aiming at the international top brands, has with the world-famous clothing companies such as Italy Pharao companies, Itochu of Japan and the Big East Textile French music Kac, DuPont, Callaway and other international leading companies had different ways Cooperation . They are complementary to each other, sharing resources, common component from design to product to market from the brand agency Sell Integrated system, Shanshan clothing also quietly into the international famous brand marketing network.
Today, Shanshan Group has been and Japan Itochu, Descente Ltd. and a number of international brands operating companies, with the Make? Esani, Sha Xi, music Kac, Leinuo Ma, etc. 9 international brands in China, trademark exclusive right to license or business license. Meanwhile, the Shanshan Group through the development, acquisition, brand, method, incubate for 12 different markets original brand, coupled with the core brand Firs, Firs Group has become a grade of 22 different brands of clothing brand empire.
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