With the heated competition of men's brand subdivision, the brand positioning segmentation, product category segmentation, and customer segmentation have all covered the entire men's apparel industry; facing the huge imbalance in market supply, the British Dunhill apparel (China) chain Holding International Co., Ltd. is struggling on the horizon of the sprint to strive for stability.

Lu Guoping, chairman of Dunhill Fashion (China) Chain Holding International Co., Ltd., tells the author that consumers come to the brand counters or specialty stores. It may be just the beginning he wants to buy just a sweater, and when he sees the models show Sweaters and jackets or pants with a very good, perhaps he will consider buying more than one product, the advantages of product serialization is also reflected here, and to do a series of products, but also to fill counters or specialty stores in the off-season sales vacancy, This is also conducive to the construction of terminal channels. Based on this, the company has its own clear line of development since 2005. The company did not follow the trend of product follow the trend and imitation, but to clear its own positioning, rigorous and meticulous, meticulous to create their own "costume series."

In terms of product classification, the company has been dominated by menswear, the flagship product in the early days of brand creation. It has expanded its range of clothing and Bags and expanded its industry chain. The company has successfully implemented the brand's expansion of the entire product line based on the brand foundation established by its flagship products. Dunhill brand upgrade is an inevitable trend of brand refinement under the new market environment, and it is also a synchronous upgrade of products, channel terminals and promotion.

Collaboration between companies and agents

The author contacted the agent of Dunhill in Shanxi by telephone. He said: “A good brand allows us to learn a lot of things, including the company’s business philosophy, management methods, etc. We now choose the brand, we must first consider its economic strength. The strength of innovation and innovation, followed by the concept and affinity of leadership, and the idea that both sides must have a win-win situation, we are able to cooperate with Dunhill so happily because Dunhill has a very good team and chairman Lu Guoping is very friendly and treats people. Sincerely, we value these agents."

At present, the British Dunhill Fashion (China) Chain Holdings International Co., Ltd. has agents all over the country. By relying on these agents, a solid bridge has been established between the company and its customers. Lu Guoping, chairman of the board, believes that "cooperating with agents is the key to obtaining a competitive advantage for Dunhill."

The criteria for selecting agents for Dunhill Fashion (China) Chain Holdings International Ltd. is relatively strict. Generally, they are local business people with high credit standing. They are familiar with the local market conditions and are able to grasp the needs of consumers in a timely manner. Provide timely and efficient service.

Each year, companies and agents hold some exchange meetings to discuss the sales goals of each product and the efforts that the two parties should make. Dunhill also opened its own information resources to the maximum extent possible, and all agents can learn about the company’s sales trends, market data and more. In a sense, the agent is a member of the company.

For a long time, British Dunhill Fashion (China) Chain Holding International Co., Ltd. has been quietly working hard, always insisting on speaking with quality, taking market evaluation as the standard, and taking every step. As Chairman Lu Guoping said, if you don't do a business, you will be able to move your customers with honest and professional services so that your company can grow in a healthy and long-term manner.