camel active Huang Jianbing Brand General Manager: Breaking the brand awareness of curing should be completely transformed

A big two little suitcase, a double shoulder, a row covered with a mobile hanger that we mistakenly believe is a kind of clothing is actually a private clothing, into the office of Huang Jian Bing, and not too much business atmosphere, but rich flavor of life , And all this, are ready to make any business trip at any time. From the police transition garment industry, Mr. Huang Jianbing has been in the Mark Fairwhale Group for 15 years, took over the Mark Fairwhale agent of the German brand camel active for nearly 2 years. From the uniformed guardian of the people to the founder of the fashion industry, from entrepreneurial employees to brand partners, Mr. Huang Jianbing has experienced many years of accumulation and deposition in the apparel industry. He also has his own judgment on the industry and brand operation and Cognition. Now, he is leading camel active to the path of innovation. Differentiation in consistency camel active from Germany is a brand of travel lifestyle located "light outdoors," a brand new area that is distinct from traditional outdoor and urban recreation. Fashionable functional products, the urban scene of the product, the sense of science and technology to do deduction, while maintaining the German brand of DNA and quality sense. Masculinity, sense of strength and a certain fashion functional design of the clothing will be the future trend. The rise of travel and outdoor industries, the desire to return to nature, and the continuous improvement of the environment will all contribute to this trend. The camel active advocated masculine, strength of the brand spirit and Mr. Huang Jianbing their own qualities coincide. Do not do first, it is the only one. Mr. Huang Jianbing think this is a prerequisite for a firm foothold in the apparel industry now. "A lot of men's clothing, goods, store high homogeneity, if you remove the logo, brand recognition is very low, and the brand's memory point is the logo. Now more and more brands, it is bound to find the brand's unique Positioning and brand spirit, to attract the corresponding consumer groups, so now even more is the brand's uniqueness and uniqueness. "From the enterprise, Camel Active as Mark Fairwhale agent independent brand, it is bound to be with other sub-brands have Distinguish; Throughout the entire apparel market, around the core brand to be unique is even more crucial. And follow the trend of the market to do brand differentiation, but in fact there is a "choice" strategy. According to Mr. Huang Jianbing, we should do deep research on subtractive odor and subtraction: "In fact, it is very difficult to subtract because the temptation of this market is too big. Only accurate positioning, repetitive and persistence to shaping the travel lifestyle The tone of this brand, can really impress consumers. "Although brand differentiation is imminent, but there is always a premise to be adhered to - consistency. For this, camel active also has its own perseverance: "We always think that the product is the character.What you do, what you say is very important, the brand is temperature, consumers can feel the sincerity of the brand. The story of the brand must come from the heart of the heart, after the steady precipitation, the deliberate rendering may create a temporary atmosphere, but in the end it is difficult to justify. "Transformation and upgrade experience is the core based on the consumer more and more rational, consumer demand Increasingly diverse and personalized trend, many brands have taken the transformation of the channel and the pace of brand upgrades. Mr. Huang Jianbing also believe that this is the irreversible trend. For online and offline these two sales channels, if co-existence and co-prosperity as the goal, it is optimistic. "Although there is competition, there will be a proportion of the rise and fall, but no one will be subverted .Online online channels will cross, more interdependence." More than the street shop, the experience is better than department stores, The rapid rise of the shopping center also allows many brands began to re-layout, stationed in the shopping center, seems to have become the vast majority of apparel brand new strategic direction. "The comfortable shopping environment, the convenience of one-stop shopping, including the clear positioning and continuous upgrading of the shopping center and the brand presence in the shopping mall are yet another irreversible trend." Looking at the current trend of shopping centers, Mr. Huang Jianbing To judge, the future consumer groups will be gradually split from the city center to a community shopping center. For the image of apparel brand upgrades and cross-border cross-format integration, which are all to enrich the feeling of consumer experience, camel active will also enhance the sense of consumer experience, continuous innovation and continuous improvement. "In the future, camel active is not limited to the field of apparel, travel-related full-class experience stores, travel clubs, etc. All products and experiences related to the travel lifestyle will be an opportunity for brand development." Daring to Innovate and Reconstruct " , This is the eternal concept in the retail industry, no matter what format, no matter how the business model changes, the basic elements of retail are inseparable from these three words. People, that is, teams and consumers. Both port people have to serve well, to be in awe of this heart, caring partners treat partners, warm and sincere treat customers. Mr. Huang Jianbing that "business is the management team, the management team is the operator of the heart, business people is the soul of the operation." Mark Fairwhale to promote the partnership to solve the staff "for whom" issue, when the staff from the heart to work as a business When, talent will become the core competitiveness. So camel active, only the boss, not recruit staff. In another port, it is the research and lock on consumers. "We analyze the living environment in which consumers grow, because people's habits, preferences, and ideas are not what's right now, and after we've pinpointed them, we've targeted our target audience and locked in more firmly, and brands have taken longer." Goods, that is, products. Camel Active has always been to consumers the impression that "a bit too old casual men's", after determining the "light outdoor. Travel lifestyle" brand positioning, in the spirit of good product quality with the great principle, the design Changed the style dull and heavy water from the past, adding a brighter color and trendy style. From product design to disruptive innovation, the core of product design is the designer and the people's way of life. The camel active transformation into a young, textured light outdoor, travel lifestyle men's brand. Field: the store. In order to meet the brand light outdoors, comfort, slow life, young toning, camel active store image is also escalating. So that the style of goods and stores have consistency. The store also incorporates high-tech elements such as magic mirror and rfid, the former is to allow consumers to have more convenient with the fitting test experience, the latter is through the touch of the product and the purchase rate to determine the market acceptance of the product , In order to make timely adjustments. Steady expansion of quality management of the supply chain is the cornerstone of the development of the brand, as a German brand, stable product quality and version is camel active abide by the first principle, to win reputation through quality, coupled with good service, consumers will Become a brand repeat customer. camel active is designed for men who love urban fashion and light outdoors, travel lifestyle, from product style, fabric, quality to the spirit of the brand. After more than 100 years of brand building, camel active has 11,000 monopoly outlets in more than 50 countries around the world. The next step after the brand upgrade, is the expansion of the store. Mr. Huang Jianbing said that by the end of this year, camel active Greater China stores will increase to about 100 stores. The follow-up will be a steady increase in pace of the new 50 stores each year, reaching 200 stores, it will slow down the rhythm. Camel active expansion will be the first and second tier cities, mainly stationed in the shopping center, but does not rule out the benchmark department store. "We want to be in a shopping mall that is both benchmark and unique, with a slightly higher brand level in the mall." In 2017, the first year of steady brand expansion, camel active will be active in merchandising, branding, Continue to innovate and upgrade on the strength, strength and service capabilities. We will continue to innovate and manage the consumer experience and implant the concept of "light outdoor. Travel lifestyle" into the minds of consumers to bring more functional and aesthetic sensibilities to lead more urban-minded men who love challenges to explore unknown world.

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