Lexton Men's Brand Creates Value with Fashion

Guangzhou Woxton Clothing Co., Ltd. General Manager Wen Hanqing

In the past five years, Guangzhou Lexton Garment Co., Ltd. has owned 500 brand stores in the Chinese market, and set a miracle of annual sales exceeding RMB 500 million. This year, Lexton plans to add 300 franchised stores across the country and has now entered the implementation stage.

Lexton Garment Co., Ltd. is developed from a 6 square meter store. Wen Hanqing, chairman and general manager of the company, came to Guangzhou from the countryside at the age of 14, and worked in a clothing store. At the time, Wen Hanqing worked as a wholesaler of pants. He was diligent and smart, devoted himself to studying the law of product sales, and created a miracle of selling more than 4 million pieces a year. He became a marketing wizard in the industry.

In 2000, Wen Hanqing founded the Lexton Apparel Company. He threw himself into the market all day and found out all aspects of his business. He identified the lack of brand marketing and quickly filled the gaps. He quickly made Lexton and made this. Small businesses with only 10 people have grown rapidly.

Wen Hanqing realized the truth in the process of running a business: smart bosses can earn millions or even more, but the value created by a smart team can be ten or more times that of an individual.

For Lexton, agents and distributors are not only brand customers but also brand market pioneers. In order to allow regional agents to integrate into the brand, they quickly become the accurate communicators of the brand's fashion and cultural spirit. Wen Han clears the locations of agents in various regions and personally conducts brand image culture and brand marketing concepts. Together with them, he researches the various problems faced by marketing. We also insist on inviting agents to visit the company every month to study the regional market conditions, participate in the development of the company headquarters development plan, and the company's management departments to analyze and formulate strategies to expand the market, so that agents, franchisees have the feeling of ownership, the brand's Development and promotion are done as their own.

A major issue in creating a brand's fashion value is the radical fission effect of the Lexton brand capital. The value of fashion believes that the highest value is not the most expensive, but what people need most. How to establish the true values ​​of fashion and establish a new brand value system is the key to whether or not Lexton can stabilize the competition in the market.

Wen Hanqing believes that doing business cannot be narcissistic. In order to quickly solve various problems in brand marketing, Wen Hanqing often went to the primary market to research peers and went to the secondary market brand distributors to find their own problems.

In the research market, Wen Hanqing discovered that the product quality is dialectical, and some products that sell well in the primary market may not be suitable for sales in the secondary market. In the unsuitable market, even the best products can turn bad. Distributing merchandise unsuitable for local sales to distributors is not only a harm to the market, but also an irresponsibility to customers. Thus, "appropriate products for suitable places" has become one of the important marketing methods for the Lexton brand to sell well and reduce inventory.

Wen Hanqing said that to manage branded apparel, it is important to convey the brand's fashion spirit. Each year, Lexton invests more than 100 million yuan in terminal construction, whether it is the quality of merchandise display or the expression of collocation culture; whether it is the visual atmosphere created by lighting or the elegant and clean dressing room; The convenient handling of goods, or the enthusiastic service behavior of the salesperson, makes everyone feel that the clothing that Lexton is marketing is not only a physical product, but also a fashion spirit.

Wen Hanqing believes that the high price of international brands is a misunderstanding, because consumer goods are not about price, but how to adapt to changes in demand. Good things can't be consumed by only a few people. Who can take advantage of the maximization of the market and let most people accept you, and who's business can be bigger. Therefore, in the Luxton brand stores, a large number of business casual, lifestyle, and sports and leisure apparel with a typical French style and elegant temperament average as many as 10,000, suitable for different consumer needs, and the price is only half of the international brands.

Unlike many menswear brands, the Lexton brand is never discounted, which allows consumers in Lexton to appreciate the value of the brand.

According to statistics, Lexton currently has more than 20 stores in Guangzhou, with an average monthly sales of more than 10 million yuan per shop. 500 Lexton brand stores across the country have more than doubled their sales revenue in 2006 over the previous year.

Because of this, the miracle of the Chinese clothing brand to expand the market was constantly rewritten by Lexton: In the first three months of 2006, 30 brand stores in Laketown emerged in Yunnan, Chongqing, Jiangxi, Hubei, and Guangdong; 2006 In October of this year, another 30 new stores appeared in Guangdong, Jiangsu, Hubei, Hunan, Yunnan, and Guangxi...

How big the market can be depends on how big the managers are and how much cultural capital they have accumulated. With the completion of the Lexton brand marketing center covering an area of ​​more than ten acres and a building area of ​​nearly 10,000 square meters in Guangzhou, the 2007 sales plan for Lexton reached 900 million yuan.