Meng Jing, Director of ALT Men's Wear Planning: Creating a New Refined Men's Clothing NO.1

ALT Men’s Planning Director Meng Jing

Initiate 100 million a year in the market

Reporter: Is ALT a new brand under AELAN?

Meng Jing: Saying new is not new.

Reporter: How many years of history?

Meng Jing: It should have been more than four years now, and it was already launched in 2006 because our company has been operating Ai Lian Women's Clothing. It is not very understanding of the men's wear market, but it is not what we imagined when we step into the market. , so more than a year to make more than one billion wasted, and let our customers and our head office lost a lot of money.

Repositioning new refined menswear

Reporter: How did you position the market when it was first introduced?

Meng Jing: The earliest was not positioned, because around the year 2006 fashion men's clothing has just appeared in the country with the signs of ignition, we have seen a good trend of fashion men's clothing, many companies want to seize this market, including our company, then the company Just want to be fashionable men's clothing, but fashion men's clothing is also subdivided. Fashion men's clothing is also partial and casual. It is more formal, and it is more neutral and somewhat personal. Men's fashion is also subdivided into many sections, but we don't understand. We only know how to make men's fashion. At that time, the image and product of the entire brand were very unsuccessful because they could not find their own position. It was a very vague stage at the beginning. It had not been thought out before, but it just felt that the hot head had stepped in. After stepping in, it was discovered No way. Then, by the end of 2007, the entire company's operation was very poor. Even the company's general manager, the chairman of the board, was ready to give up the men's wear because the operation would be a bottomless hole. The customer could not see the hope and the owner of the company could not see the hope. Employees do not see hope. Although Ai Lian had more than 2,000 stores nationwide at that time, sales were also very good, but men's clothing has always been sluggish.

From the end of 2007, the boss began to realize that the positioning of the brand had a problem in the early stage. In early 2008, he began to adjust the position. I came in at the end of 2007. I used to work on branding in another menswear brand before. The boss invited me to help him operate the menswear. I communicated with the boss and felt that I had to change my face. In fact, ALT's predecessor was named Arlandt and his English name was very long. The influence of this brand in the market was not good. We simply couldn't wipe this bad memory completely and start over again, so in early 2008 we re-named ALT and reopened it. A new storefront image has been developed, and the brand has been repositioned as a “new sophisticated men'swear”. That is to say, it is a bit more refined in fashion men's wear. The shape of the shirt is more self-cultivation, which corresponds to the age of 22 to 35. Consumer demand.

Reporter: From 22 to 35 years old, is there such a wide range of ages?

Meng Jing: At that time, it was not so wide. The previous positioning was between the ages of 22 and 28, but now we have widened our product line and pulled another product line from 28 to 35.

Reporter: This product line is introduced in different series?

Meng Jing: Yes, we have three major series, one is the urban platinum series and the holiday leisure series. These two series are our positioning in the transformation in 2008, and they have been doing these two series from 2008 to 2009. In 10 years, a new series of black and white gold statues was introduced. The main colors were black and white gray, but business-oriented but not flat-shaped business men, or more self-cultivation, emphasizing the male figure.