Ashton Men: Mastering the highest end of the curve, continuing to build its own brand

Ashidun Menswear pioneered the new concept of “urban leisure menswear” throughout the country, and developed a professional retail model (SPA model) with Axton’s own branded apparel fashion, which achieved the improvement of chain scale and brand efficiency. Has won the China Fast Fashion brand key construction demonstration base, "China Gold Medal Brand Award - China's top ten men's brand", 2011 the most investment value brand, "Jiangsu Province, home textiles and apparel brands 30 strong" and many other honors.

I. Current Development of Textile and Garment Industry

Textile and clothing is a typical traditional industry and is an everlasting sunrise industry. At the beginning of the development, Ashton menswear began to plan at a high starting point, entered the apparel industry with the role of “brand operator” and adopted the professional retail model of own-brand apparel, and mastered the top end of the “smile curve” - independent brands and terminals. Link. In the first half of this year, Ashton’s single-store sales grew by nearly 30% year-on-year, and the company’s development has steadily increased and is better than the industry average.

Second, the next step transformation and development of ideas

Ashton has been practicing the concept of "transformation and upgrading". In 2003, the company opened its first retail store in Changshu and learnt from the international advanced marketing model. From the beginning of 2008, the company started the franchise mode in an all-round way. After more than four years of rapid development, more than a dozen stores now have nearly 400 stores. Family. Combining the development experience in recent years and the new situation faced by the industry at the moment, Ashton’s next steps are as follows:

The first is to continuously optimize the marketing model. Aishida Menswear, as a cutting-edge brand in Jiangsu's textile and apparel industry, has created a “fast fashion” development model to meet consumer demand with faster speeds, better prices, and more styles.

Next, we will work hard to improve internal management, improve product quality, optimize terminal services, and continuously improve sales performance.

The second is to continue to strengthen research and development design. At the beginning of this year, the Ministry of Industry and Information Technology of the People's Republic of China granted Ashidun a "China Fast Fashion Brand Key Construction Demonstration Base." With the increasingly fierce market competition, consumer demand is increasingly diversified.

This puts forward higher demands on the R&D, design and marketing of clothing. In Ashidun, there are five major systems such as R&D, brand promotion, operation management, and store expansion. Currently, the company's marketing designers pay more attention to original design.

The third is to continue to expand the brand size. If the company is bigger, it should pay more attention to social responsibility. At present, there are more than 100 upstream raw materials and garment processing companies serving Ashidun. Many processing companies lack terminal channels, lack of marketing experience, and have the ability to own independent brands. The transformation is very difficult in a short time.

However, through the integration of the “brand operators” such as Ashton in the industrial chain, these processing companies can still develop better. Therefore, we will continue to strengthen the integration and optimization of industrial chain resources, continue to expand the brand scale, and drive the development of more small and medium-sized manufacturing enterprises.

Fourth, people-oriented, to create exclusive Ashidun's corporate culture. Ashton will continue to focus on “focusing, win-win, and value” and will combine the military, school, and family into one trinity and interpret it through “honor, execution, dream, growth, happiness, and thanksgiving”.

Whether the garment industry can continue to develop, the core issue is that China urgently needs to train a large number of world-class retail management talents. Aashidun has established a business school with international advanced concepts through the construction of the business school, and has provided Ashidun with world-class retail management talents with corporate mission and core values. Our vision is to open 5,000 chain stores by 2020 and become a modern, international large-scale garment industry group.