Luo Meng is changing: Adjust brand strategy, innovate constantly, make China ZARA

“Romon is an old Chinese clothing brand, has gone through more than 30 years of the road, in the current downturn in the apparel market, the brand's primary task is to follow the changes in the market, adjust the brand strategy, and constantly innovate.” Romon Planning Manager Week Zhedong told reporters.

From business to life

The first step of Romon's innovation began with the image of the store, and Romon organized the team to visit the Japanese market several times, combined with the consideration and investigation of the same type of domestic brands, and made great adjustments since 2014. For example, it has made a huge shift in the style of space, from a serious domestic business style to Italian style. Space design is simple, style is elegant and leisure, tends to modern minimalist and life-like space design, to create a world-class experience for customers. The high-end shop image and the relaxation of consumption levels are not limited to people with a large age structure. Changes in market targeting, prices, and style all point to a wider audience.

From the style of clothing, Romon used to focus on business menswear and classic suits. After the strategic adjustment, Romon’s current product types will be more abundant. In order to adapt to changing market demands, the current product type is divided into three major series. In addition to retaining the classic business men's clothing, it also adds business casual, weekend travel apparel. . According to the needs of the market, in these series, the design style involves sports and functional stratification. In order to meet the needs of modern business people's life, a variety of lifestyles are needed.

"Because the current social crowd's consumption outlook tends to be rational, it is Ronaldo's eagerness to make consumers purchase cost-effective and comprehensive products in the best environment. This is also an important means to increase the competitiveness of enterprises." Zhou Zhedong said.

Create top sales team

“Romon has extensive involvement in the business wear market, and large companies’ business-to-install cooperation is achieved in the form of bidding tenders. Our company’s strategy is to send sales personnel to bid, follow up, measure, sell, and use a team. Completely serve customers and complete projects.” Zhou Zhedong told reporters that a brand's service culture is very important. If the quality of the product is in place, and the service in the early, middle and later stages, any error in one of the links will give the other party a bad impression, affecting the feelings of cooperation and the potential opportunities for cooperation in the later period.

“A good Romon image is value. We value the initial impression of our customers. The image that our sales staff display in front of customers represents Romon's image and Romon's spirit. The brand requires sales staff to collaborate with costumes and professions. All of them are trying to do their best in terms of capabilities.” Zhou Zhedong told reporters that every person who joins in the sales team of Romon’s Dream Team will undergo a rigorous selection process. From the time they enter the brand and grow in the brand, Romon will provide a Systematic training allows employees to have a strong competitive advantage in the entire market.

At the same time, Luo Meng also paid attention to the training of the store salespersons, combined with the series of the store's classification area, to do with the concept of collocation, can lead consumers to quickly select the right clothing and through the sales staff to understand the advantages and characteristics of related products.