In the rapidly developing clothing industry, Hongdou Co., Ltd. has always won the love of consumers with its excellent product quality and unique brand positioning. In recent years, Hongdou Co., Ltd. has actively implemented a comfort strategy to meet consumers' pursuit of comfort and quality.
Product power - let more people wear luxurious and comfortable menswear
The clothing industry will always be a promising industry. With the improvement of people's living standards, consumer demand for clothing has changed from simply being warm and beautiful to pursuing comfort and quality. According to statistics, 30% of consumers prefer comfort when buying menswear. It is estimated that by 2025, the purchasing power of comfortable clothing will reach 350 billion yuan.
Good products are the result of long-term accumulation and are inseparable from brand genes. As early as its establishment, Hongdou Comfort Menswear has been deeply involved in the field of comfortable menswear. In 66 years of exploration, Hongdou Comfort Menswear has 128 comfort patents in terms of fit, fabric, workmanship, and design, and has accumulated data on the human body of 3 million Asian men.
In recent years, Hongdou has paid more attention to improving product strength to cope with changing market demand and an increasingly competitive environment. At a time when the shortcomings of brand homogenization are highlighted, Hongdou Co., Ltd. has found the core advantage of the brand with a shirt, quickly stepped out of the market with popular products, and impressed consumers with “comfort.” In October of this year, the comfortable shirt “Red Bean 0 Feeling Comfortable Shirt” once again spread good news, with cumulative sales exceeding 850,000 units!
In addition, a unique down jacket is also becoming popular overseas. The cozy goose jacket launched by Red Bean in the fall and winter of this year was popular in France, England, and Italy. The “comfortable down” trend has swept through overseas markets, landed in overseas buyer stores, and entered London's Bond Street, making it a popular winter comfort item today.
If an enterprise wants to achieve significant development, it must continuously improve its product capabilities. As a company with a deep historical background and business advantages, Hongdou Co., Ltd. is even more so, and has more advantages.
Brand power - classic domestic goods that inherit a brand value of 87.8 billion
Inheriting classics and leading with comfort, Hongdou Co., Ltd. has built a national brand system from multiple dimensions such as products, services, and communication. In 2007, Hongdou won the “China Clothing Brand Achievement Award of the Year”, the highest honor in the Chinese clothing industry, won the 19th “National Quality Award” in 2021, and was listed in the “2022 Hurun 10 billion potential brand list” in 2022. In June 2023, World BrandLab (World Brand Laboratory) released the “China's 500 Most Valuable Brands” analysis report. The red bean brand ranked 78th with a brand value of 87.888 billion yuan, ranking in the top 100 for 9 years.
The Light of Domestic Goods - As a classic national brand, Hongdou is also increasingly vocal in the rising trend of national consumer trends, especially after focusing on a new comfortable circuit, injecting new development opportunities into its transformation and upgrading. In recent years, in terms of communication, Hongdou Co., Ltd. has actively used high potential energy resources to drive the popularity of communication. On the one hand, collaborating with celebrities such as Qi Wei, Zhang Xincheng, Zheng Kai, Zhang Binbin, and Yuan Chengjie, to break the circle of communication through magazine implantation, red carpet styling, celebrity store managers, and video planting, etc., quickly leveraging the brand's popularity to explode. On the other hand, interactive communication helps increase quality efficiency. Omni-channel cooperation with leading experts in vertical fields produces high-quality content, activates user participation with comfortable new topics, and at the same time feeds back crowds to reach strategies through continuous accumulation of user insights, strengthens public-private links, and enhances brand awareness.
Precisely because of our deep insight, mastery, and practice of comfortable menswear,Hongdou Co., Ltd. was awarded the title of “Pioneer of the Comfortable Menswear Track” by the China Fashion AssociationIt also jointly released the first report on innovation and development trends in the comfortable menswear industry in China.
Channel power - the “integration” of the digital economy and the concept of comfort
With the upgrading of consumption and the reshaping of business formats, new omni-channel retail has become an inevitable trend. Taking customer experience as the core and bringing disruptive experiences to consumers, Hongdou Co., Ltd., which knows the consumer mentality of customers, must break through.
To this end, the National New Consumer Demonstration Experience Center, located on Zhongshan Road in the core business district of Wuxi, is more like a microcosm of how Hongdou Co., Ltd. is building integrated online and offline development. According to information, the experience center combines high-tech digital devices to show consumption scenarios in the digital economy era and enhance the consumer experience through full-touch upgrades. It also relies on top software and hardware suppliers in the industry, such as EZR, SAP, omni-channel central office, BI systems, CRM membership systems, etc., and uses the Experience Center as the carrier for service expansion.
Moreover, in this kind of experience store, users have a greater sense of participation. Users can participate in design and personalized product restructuring, achieve intelligent scanning and free delivery of ready-to-wear clothing to their homes, complete the whole process of individual clothing customization, and meet more personalized needs.
Currently, using the 1,000-square-meter super flagship store in Wuxi as a sample, the all-round and comfortable Red Dou menswear stores created by French designers are being launched one after another across the country. This year's 11th Golden Week even ushered in the centralized opening of more than 100 stores. The dynamic Hongmentau in China, and the simple and comfortable product display all dazzle consumers. And behind this sense of experience, it relies on Hongdou Co., Ltd.'s strong smart new retail ecosystem, and the continuous upgrading of design and development, manufacturing, and marketing.
From a fundamental point of view, domestic terminal retail is already showing signs of a slight recovery. As October and November enter the peak consumption season for various categories of clothing, combined with the introduction of various policies to stimulate the economy in recent stages, domestic consumption is expected to be further restored in the future. As a company with deep brand content and business advantages, Hongdou Co., Ltd. has fully demonstrated its innovative and practical capabilities in enhancing product strength, brand power, and channel power, and is expected to achieve greater breakthroughs in the clothing market in the fourth quarter.