Groom · Chinor implements marketing strategy battle: personalized service zero distance service

The affinity of a clothing brand depends first of all on its customer service innovation. Since the creation of the groom Ginnor clothing, a series of innovative service cultures have enhanced consumers' emotional affinity for the brand and created industry myths that have won three titles: Chinese well-known trademarks, Chinese famous brands and national inspection-free products.

Differentiated service is a powerful means to improve the market competitiveness. Grace·Chinore’s unique and differentiated services make it always take the initiative in market development. Grace Jinur pioneered lifelong dry cleaning services as early as ten years ago and established Asia's largest dry cleaning service center. In recent years, in order to improve the quality of service, it has invested heavily in the establishment of a modern dry cleaning plant in Henan and Hebei, and has gained market opportunities through international standard dry cleaning services. On the basis of continuous improvement of dry cleaning services, in August 2003, they focused on factors such as wearing of trousers, wearing of trousers and affecting the image of wearing clothes. They also creatively launched “one set of suits and one pair of trousers” service initiative. This is a business. The result of actively giving back to consumers has further narrowed the distance with consumers. In order to allow customers to enjoy first-rate value-added consumer experience in a warm, comfortable and comfortable space, in December 2003, Groom·Ginnor was the first in the domestic apparel industry to implement a brand supermarket development strategy. The humanized supermarket display approach will permeate every detail of the service, cater to the needs of consumers, and satisfy consumer's perceptual and rational consumer choices. It is widely accepted by the industry.

Personalized service creates harmony

Personalization, emotionalization, and direct participation have now become consumers' preferred consumer behavior. The groom Hinnor keeps pace with the times and meets customer needs with personalized service.

“I am very grateful to all the staff in the supermarket. The groom Ginnor will be my choice for the rest of my life.” On March 18, 2005, Mr. Zhang from the newlyweds arrived at the Beijing Brand Supermarket of the Groom and Chinor Clothing, holding Xiao Guiyong tightly. The manager's hand said happily. It turned out that a few days ago, Mr. Zhang from Beijing was preparing to buy a wedding suit. When he walked into the groom and the Hinnor brand supermarket on Wangfujing Street, the enthusiasm of the salesperson and his tiresome attitude made Mr. Zhang very happy, but Special body, the existing clothing does not fit, Mr. Zhang shows a trace of regret. The manager of the supermarket immediately called for a bodybuilder to measure the weight of Mr. Zhang. He then delivered the customized size to the company's headquarters overnight, and Mr. Zhang had his wish to put on the groom’s suit.

In order to better provide customers with personalized services to meet the different needs of different customer groups, the company increased investment in personalized services, set up a special customized body service department, equipped with a laptop for the staff, and improve the speed of customization. The groom's personalized service is reflected in every aspect of design, production and sales. The introduction of a new product is always the result of researching the desire of consumers and highlighting the concept of costume emotions. Under the premise of designing for the life of consumers, they have carried out long-term market surveys and counter services to accurately grasp the target consumer groups, and designed and produced clothing according to consumers of different ages, occupations, regions, and living conditions. Comfortable body needs.

Zero distance service deepens emotions

"Zero Distance Service" is a gold medal service project carried out by Grace Hinur. The company's leaders value the consistency of values ​​with customers, participate in quarterly customer forums in person, visit customers regularly, and strengthen two-way communication.

In accordance with the ISO9001:2000 standard, Grace & Chinor established customer relationship management policies with customer satisfaction as the ultimate goal of the company and established a customer classification file to meet and exceed their expectations in a timely manner. The company opened a consultation and complaint service phone and interacted with customers through the phone and the Internet at festivals. They also established customer feedback records, improved the user service feedback network, and adjusted the production and service dynamics in response to consumer opinions. It is this value-added refinement service that cultivates consumers' loyalty to the groom brand.

The continuous improvement of the service culture has enhanced the brand competitiveness of the groom Ginnor clothing and promoted the rapid development of the company. The groom's Hinur Garment Group has been selected as the “Top 100” in the national apparel industry for six consecutive years, and has become the largest enterprise group with the greatest development potential in the Chinese garment industry.