Shanshan launches new S2 "second wave" strategy

In the past 30 years, the Chinese clothing changes have first appeared in women's colorful and colorful brands. It seems to be more simplistic in men's wear, so that several time points can be extracted -

In the 1980s, it was the era of suits. The classic sentence pattern was “Saishan suit, not too cool”. The classic scene was that the distributors were holding the cash, etc. outside the factory gate of Shanshan and Youngor. Ningbo’s suit had just been produced. Was rushed to sell the car sold to various places;

Before and after 1998, another center of the suit industry in Wenzhou rose. Zhuang Ji and Baoxiong brand made the Wenzhou suits sweep across the country with European style and vigorous spokesperson activities. The “business casual men's clothing” became a new classic style;

Entering the 21st century, casual style has been buzzing. Fujian men's wears jackets, trousers and other single items. They successfully explored the franchise-only franchise system and quickly copied it. They gradually established the status of first-tier big names in the second- and third-tier cities nationwide.

Today, Ningbo, Zhejiang, Wenzhou, and Quanzhou, Fujian have become established men’s clothing bases. Changshu, Jiangsu, and Zhongshan, Guangdong have formed an advantageous base for casual wear. Shandong, Jiangsu, a large textile province, has emerged as a large group of menswear companies, plus Shanghai, Beijing, and Guangzhou. The urban menswear base formed by consumption has roughly spelled out the Chinese domain of the men’s brand.

In the Chinese garment industry trend indicator CHIC2010, led by Shanshan Group's S2citylife, out of the financial crisis, men's wear brand presents a style of fashion.

Take pulse fashion, Shanshan Group again shot

In the men's hall of CHIC2010, we can clearly feel the fashionable wave of casual men's clothing. After suits and business casuals, fashion and leisure has become a very promising market concept. At the time of the pulse, Chinese men’s collectives shot up.

In fact, it is the market's intangible hand that has caused men’s collective fashion to “transform”. Li Qiming, vice president of Shanshan Co., Ltd., believes that “people’s demands for apparel have changed from traditional functional types to life-enjoying ones, and the trend of men’s clothing development is more fashionable and functional products. The appearance of fashionable leisure concepts in the men’s wear industry represents The consumer's consumption style has gradually established and matured, and the heroes are gradually considered to be brand culture and fashion. This is the market segmentation after the industry has developed to a certain extent."

Shanshan Group's brand S2citylife (hereinafter referred to as S2) was born in this strong fashion and leisure trend. People in the industry have just begun to discuss the youth and fashion of men's wear. They began to advocate designing men's clothing like women's clothes and started to pay attention to the new generation of men's wear with a sense of design and detail. In early 2009, the company achieved a multi-brand and international presence for Shanshan Group. "The overall core strategy of the company" is to cooperate with the elite team accumulated through many years of brand operation and management and invest heavily in creating a truly fashionable menswear brand S2, which is operated by Ningbo Shanshan Morton Garment Co., Ltd.

At the CHIC show in March of this year, S2 was the only brand representative of the Shanshan Group. The urban fashion men's wear that was based on black-and-white grey and multi-faceted and highlighted the original style was bright. Chinese men's clothing finally has the beginning of fashion.

Strategic Enhancement, "The Second Wave of Shanshan" Behind S2

The S2 branding the brand as “Fashion Ego” is Shanshan’s most cutting-edge fashion brand with international style, and it is also a strategic brand of the Shanshan Apparel segment. What kind of information does Shanshan want to pass behind S2's appearance of CHIC?

"From a strategic point of view, to be precise, 'S2' is not a concept of a single brand, but should be interpreted as 'the second wave of Shanshan', which represents the rise of the new brand strength of Shanshan's garment segment." said Li Qiming, "The Shanshan's multi-brand, internationalization strategy has moved from the first stage of learning to internationalization. Now it has entered the second stage, that is, existing international brands must truly operate in accordance with international rules. It has occupied all domestic and international markets, and with the accumulation of many years of experience in international brand operations and the maturity of its own management team, Shanshan has begun to introduce more original brands while continuing to introduce international brands, thus creating a future China's domestically-original international brand. The future will see that the Shanshan branch will emerge with a huge new brand cluster. 'S2' is just one of them. This is the goal of the second wave of Shanshan."

Indeed, in 1998, a strategy of “multi-branding and internationalization” was proposed. By 2005, this strategy was intensified. Shanshan’s many years of practice and hard work have achieved remarkable results. It is widely recognized by the industry and “multi-brand and internationalization” An innovative business model has also been promoted by industry associations to the entire industry. In the following “second wave of Shanshan”, Shanshan will seek cooperation from top brands in the world (rather than international brands in general), and increase the influence of Shanshan in the world through cooperation with top brands. , becoming the preferred channel for international brands to enter China; secondly, international brands currently operating are mainly flat and non-dimensional in terms of brand echelons. Most of these brands have higher levels, so the suitable market is not very large. Cultivate international brands and original brands that are suitable for the development of second- and third-tier cities and can achieve rapid scale expansion, especially in the field of women's and sports brands where Shanshan used to be relatively weak. Third, for newly-introduced international brands, Shanshan seeks With the best domestic companies in the field to create, resources grafted, strong cooperation. This concept of international operation not only applies to the international brands that are currently owned, but also the original brands that Shanshan will launch in the future will operate according to such rules, so that the original brands will keep pace with the international brands.

Let us wait and see.

S2 Brand Spring 2010 New Features

A, urban elite series. Style features: exquisite, simple and elegant. Inspired by the young and stylish British style and academic style.

B. Urban leisure series. Style characteristics: natural, comfortable and sporty. Inspiration comes from the concept of healthy life that pursues nature, leisure and sports.

C. Urban Freedom Series. Style characteristics: slimming, neutral, alternative. Inspired by street and street people, electronic music and nightlife in Japan and South Korea.