[Introduction] "At this stage, one of the trends in underwear products is to all categories or a full range of development, single product category winning brand will be gradually transformed or eliminated, which is mainly reflected in the brand's product structure will be more abundant, diverse, Those who stubbornly stick to a single product structure dull, monotonous will not exist. As early as 20 years ago, China's garment industry was just in the rise of the category. She was born in Guangzhou as a well-known export brand processor. With the brand operation of the Chinese apparel industry, she became the earliest professional branding operation in China the company. Today, she completed a magnificent transformation, from underwear brand processors to "one-stop" underwear brand operators - she is well-known underwear brand Betanne. Time goes back to the early 90s of the 20th century. At the beginning of the brand establishment, Bettina dedicated itself to providing fashionable and comfortable wearing experience for the Chinese people. Soon after, she became the well-known manufacturer in Guangzhou export brand processing and laid the foundation for the future operation of the brand A solid foundation. By 1996, Bettina formally started its brand operation and integrated production, R & D and design capabilities into a company that started its professional brand operation earlier. It can be said that this underwear brand has undergone with the development of the development of clothing, while the domestic underwear categories are also removed in the big installment, "see you", Betanne already has a design independent research and development, Design center and fashion designer, and successfully entered the European market, a Chinese clothing brand to enter the European and American markets model. Subsequently, Bettina and the internationally renowned brand operating company McKinsey, the introduction of the brand growth system; spending huge sums to establish a new fashion operations center, underwear brand culture and brand operations, the rapid growth of a group of dark horse underwear industry. The secret of success As the underwear industry's premier fast fashion, all categories, integrated operation of the brand, the secret of the success of Bettyna Where? The director of the operations center at Bethany tells us that all of this is attributed to the brand "Three Character Classic" by Bettina - fast, full and simple. The so-called "fast" is the fastest update style, the fastest response to the market, the fastest return on investment; "All" that is the most complete product category, product style most complete, most operational services; "Jane" Fear free to join the operation of the most simple, integrated marketing profit the most simple. Three major innovations to open the industry precedent In addition, there are three big innovations in the first industry that Bettina opened up: Location Innovation - Bethanna's main consumer groups are fashionable women aged 25-35, who are the interweaving of traditional and modern, mature and cute The collection, that is keen fashion yet not too avant-garde. Coupled with its design advantages, making each product is a classic Betanne models, hot models; model innovation - all categories, one-stop shopping. From the product category, from a single-led bra to men's and women's home service, thermal packages are involved, the diversification of categories not only provide consumers with more choices, but also for the franchisee to provide more products stand by. Large underwear, small underwear, home service and other full-class business model, both single-store sales can increase, but also to provide customers with "one-stop" to buy experience; process innovation - factory into the store to eliminate the intermediate links to ensure joining Business profit margins. The above is the result of a thorough and rigorous investigation by Bethanna on the underwear market in China for three years. Therefore, there is still tremendous room for growth in the underwear market in China. Especially for the fashionable women in the second and third tier cities, Underwear market is a piece of incense sticks. Domestic first "dandelion" type joining strategy What is the "dandelion" type joining strategy? Bedana brand manager explained that the "Dandelion" type that is Betanna will marketing support, policy support, product support, financial support, store construction support 360-degree franchise building system, comprehensive product information, industry information, market Information, customer information and other diversified sources of information, from the site selection, store decoration, product selection, sales training, personnel capacity development, advertising strategy development and other links, in-depth involvement franchisee management of the entire process. It includes an integrated development system, a comprehensive cloud marketing strategy, a sustainable franchise growth plan, and a tailored franchise operation plan. Franchisee and brand operators are closely related to the relationship between the franchisee's terminal operations shoulder the burden of marketing and delivery of brand information, and brand operators are shouldering the brand building, brand marketing, franchisee sales paved the way for the road of responsibility . Therefore, to maintain a brand, to create the most favorable conditions for the franchisee business and the environment, is a brand operator can not slack responsibility and obligation, but also the franchisee to choose an important precondition for brand operators. Based on this consideration, the first in the industry, Bettina joined the "Dandelion" strategy, based on a comprehensive resource integration, the brand influence, brand radiation, comprehensive strength of enterprises and other unified in the franchisee's operating strength, the real franchise for Create worry-free management, easy to operate the brand of excellence.
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As we all know, the profitability of the brand, can not do without a "fast" word, this is the charm of fast fashion brand, Bettina not only to do fast fashion, but also to do fast-growing high-profit fashion. In addition, the industry consolidation is the trend of the development of the apparel industry, when the industry started to emerge on the whole category management, Bedana already started the pace of the entire category of management, and products from the front line without going through any intermediate links directly Franchisee's hands, both in the middle of the link to reduce the time, energy, money on the loss, but also for the franchisee to retain greater profit margins and deployment flexibility.
"8 world-class assembly line, more than 2000 square meters of plant area, annual production capacity of over 100,000, 68 process crafted, 15 times rigorous testing," this set of figures is the product and brand Bettenna Is a true portrayal of Bettina, but also a commitment to quality. This will lay a more solid foundation for Bethana to launch a nationwide plan this year in an all-round way! 