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This year is the first year for the development of the “13th Five-Year Plan” and a crucial year for advancing supply-side structural reforms. Wuxi is the birthplace of modern national industry and commerce and the birthplace of contemporary township enterprises. Numerous pragmatic and innovative “craftsmen” have been born on this land. Their characteristics are firmness, pragmatism, and excellence. In the process of building a strong industrial city, such a craftsman spirit is even more needed.
Wuxi Bobao launched a large-scale all-media news campaign “Inheriting the Genes of Industry and Commerce and Carrying Forward the Spirit of Craftsmanship” since April. The first article introduces the first stop of this campaign-Hongdou Group.
From a small workshop-style township enterprise that started from underwear to a large group that now has more than 10 subsidiaries, this “Wuxi Pride” in Donggang Town not only survived the economic winter of 2015, but even achieved Sales amounted to 50.31 billion yuan, an increase of 6.8%, and tax revenue increased by 18.03% over the previous year!
Where does such a beautiful result come from? What is the secret of its development? Today, Wuxi Bobao will reveal for you the “craftsman” gene and spirit that this traditional old brand has been passing on.
Rejuvenate the old brand of smart stores
Internet+, big data, cloud computing… At the time when these new trends are coming, how can traditional enterprises integrate the Internet? How to seize the big opportunities of the mobile Internet? An important measure for rapid development and leading the trend of the industry.
Hongdou Group relies on innovation to inject a competitive advantage into the brand, making Hongdou, an old brand and traditional clothing company, rejuvenated.
Artifact 1: The fitting mirror is really here?
In the smart store of Hongdou Group, Xiao Huamei saw a “fitting artifact”-the magic mirror. With it, you only need to tap your finger while shopping, and the clothes can be automatically tried on on your body-such “whispering” can really become a reality!
At the scene, our host Tian Tian felt its magic. Standing in front of the screen, swiping with gestures, the machine can sense your needs: “change” this white skirt, try this blue pants… it will instantly show the effect on the screen, even when you turn left and right , The clothes will follow your portrait!
Chen Chunyan, a customer who was experiencing it, also praised again and again: “I tried this product for the first time, and it feels very fresh. Female compatriots are more beautiful and often spend a lot of time trying on clothes. With this product, it saves much effort and effort. Experience what kind of clothing style suits you to your heart’s content. I think it will bring great convenience to female compatriots who love to go shopping in the future.”
Artifact 2: Smart Fitting Room
In addition to the magic mirror, there are also secrets hidden in the fitting room of the store! When you enter the smart fitting room with your clothes, the screen on the wall will automatically sense and present all kinds of information about the clothes: size, fabric, price, etc. There are suggestions on how to wear them.
The clerk told us that the secret weapon is hidden on the tag of each piece of clothing!
It turns out that there is a chip hidden in the tag, which uses chip sensing technology!
The staff said that the “call clerk” function will be added in the future. If customers have any questions in the fitting room, they can directly call the staff through the button to make fitting more convenient!
With the new product, will it attract more customers? Chen Yingying, a store salesperson, confirmed this information to us. It is understood that with the “magic mirror”, the flow of people in the store has increased by about 30%. At present, the whole country The red bean stores in the range are promoting this “fitting mirror”.
In 2015, when the apparel industry was in a recession, Hongdou Menswear bucked the trend and set off a wave of store openings across the country. This year, Hongdou Menswear has accelerated its transformation and upgrading and launched smart stores, ranging from holographic projections, to smart shelves, smart fitting rooms, to personalized DIY customization, etc., and launched ECG bracelets, cool cultural shirts, slow buttons and other wearable smart Products, improve the technological content of the company’s products. This not only better demonstrated the red bean products, but also stimulated consumers’ desire to buy.
Xu Jianfeng, director of Hongdou’s menswear chain one company, told us that this year’s Hongdou stores are being built in a smarter direction. Based on user experience, in-store services will be increased. In addition to adding intelligent fitting rooms, holographic projections, etc., it will also meet personalized needs. Provide customers with customized services, set up interactive somatosensory game zones, etc., so that the value chain of the red bean brand will develop in the direction of high-end.
Smart stores and smart products are all part of the “Smart Red Bean” strategy formulated by Hongdou Group. Hongdou is preparing to raise 1.81 billion yuan to start the Smart Red Bean project, and use the Internet, Internet of Things and other technical means to design, supply chain, production, and sales of products. All operational links, including internal management, have been comprehensively upgraded to promote the transition to a business model of “smart creation and operation”.
Zhou Haijiang, President of Hongdou Group, said that Hongdou pays attention to two hands, one hand grasps the high-end of the industrial value chain, and the other hand grasps the layout of high-end industries in strategic emerging industries. At the two ends of the industry chain with high added value, the front end is R&D and design, the back end is brand service, and the two ends are working at the same time. At the same time, Hongdou Group put forward the concept of using independent capital. Support high-endization through asset securitization. Through independent innovation, independent brands, independent capital, and building a three-self enterprise to support the development of high-end. In the strategic emerging industries, there will also be a layout in the fields of biomedicine and wearable technology.
Persistence and innovation are the craftsman spirit and corporate culture refined by Hongdou Group. Companies with a lifespan of more than 200 years are called longevity companies. There are thousands of companies around the world. These longevity companies have one thing in common, that is: they are all inheriting a spirit-the craftsman spirit of excellence and perfection.
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