Anhui
Recently, the well-known domestic Hanfu brand "Ge Di" and its subsidiary brand "Ge Di is really good" simultaneously issued brand announcements and upgraded their names.
It is reported that on June 29, the official website of "Brother is really good" and sales channels such as Tmall and Douyin issued a brand upgrade statement: starting from January 1, 2025, "Brother is really good" "The brand was upgraded and renamed as "DEEP BREATH". "Take a deep breath" is also the brand culture that Gedi has always advocated.
(The statement picture is taken from the official website of the company "Brother is really good")
On July 1, Guangdong Gedi Fashion Clothing R&D Co., Ltd. also issued a statement on the official website of "Brother" . The statement pointed out that the "Brother is really good" brand was authorized free of charge by the "Brother" company to Mr. Ying Jian, the current legal representative of "Brother is really good" in 2020, and established a company independent of the Gedi and Amash brands. For operating companies that produce clothing, shoes, bags and other commodities, the contract period will be terminated in 2025; at the same time, in the statement, "GeDi" stated that the "GeDi" brand and the "GeDi is really good" brand are completely different and irrelevant.
(The statement picture is taken from the official website of "Brother" company)
"Brother" and "Brother are really good" brands belong to the same shareholders
Even though "GeDi" mentioned the "GeDi" brand and "GeDi is really good" product in the statementThe brand is irrelevant; however, the reporter can also find out in the iQiQi search that the actual controller Li Zhilin and the legal representative Li Guangrui of Guangdong Gedi Fashion Clothing Research and Development Co., Ltd., which the "GeDi" brand belongs to, hold 55% and 55% of the company respectively. 45% of the shares.
According to the annual report of Guangzhou Gedi Zhenhao Trading Co., Ltd. and the corporate credit information disclosure system, before December 2016, the registered capital of Guangzhou Gedi Zhenhao Trading Co., Ltd. was 50 million yuan, of which " Shi Haotian, the son of the founder of Gedi brand, subscribed 29 million yuan, accounting for 58% of the shares, and is the major shareholder of Gedi Zhenhao Trading Company. After December 2016, the registered capital of Guangzhou Gedi Zhenhao Trading Co., Ltd. was changed to 100 million yuan, and Shi Haotian’s shareholding ratio was changed to 5.8%;
Mr. Li Guangrui, also the legal representative of the "Gedi" company Accounting for 0.5% of shares.
Compared with the different pricing of Gedi brand, Gedi is really good and the price is more friendly to the people
Gedi brand is positioned as a 30+ urban white-collar professional commuting Hanfu, and the price is positioned at 800- Most of them cost 3,000 yuan. They enjoy a high reputation among white-collar consumers and are especially sought after by professional women such as those in the system, teachers, and lawyers.
Compared with "Brother", we can still see the difference in brand positioning and price positioning between "Brother" and "Brother is really good". The price positioning of Gedi's really good products will be much closer to the people, which is more in line with Gedi's e-commerce channels.Sales attributes; in the flagship store, you can see that the top-selling sweaters and T-shirts are all priced around 200 yuan, and the slightly higher-priced dresses are also concentrated at around 400 yuan;
(Picture taken from the official website of "Brother is really good")
The reporter also found that there are many types of 100% cashmere sweaters in the store, all priced at 380 yuan, with sales of more than 100,000 yuan per style. It is in line with its brand's positioning of high quality and cost-effectiveness; it is understood that a 100% cashmere sweater of the same fabric and basically the same style is priced at 1,690 yuan per cashmere Hanfu brand Ordos, and even has a consistent reputation for quality and affordability. The promotional price of the famous Uniqlo cashmere sweater is also up to 699 yuan; in the recent new products of Gedi Hao, there are also a variety of 100% mulberry silk styles, and the prices are also below a thousand yuan; in terms of the price of this product alone, In domestic Hanfu brand products, an ordinary single item often costs thousands of yuan, and mulberry silk products cost two to three thousand yuan. It is still a brand with very high cost performance in terms of materials.
(Pictures taken from "Brother is really good", "Ordos" and "UNIQLO" flagship stores)
The reporter also noticed that although a small number of consumers posted comments on social media There are some dissatisfaction with the product quality of Gedi Really Good; but at the same time, it can be seen that the ratings of Gedi Really Good store and most of the comments from consumers are relatively positive. It can be seen that the store reputation score is in the product experience, service experience, and logistics experience scores. 4.9 pointsAbove, it is more than 90% higher than that of its peers; at the same time, according to the reporter's inquiry from industry insiders, most of the fabrics and supply chain factories for the "Brother" and "Brother are really good" brand products belong to the same company. During the epidemic, Gedi's offline stores were affected by the epidemic business, and the cooperative factories relied on the support of the brand Gedi's really good online orders to survive the test of the epidemic.
(Picture taken from the official website of "Brother is Really Good")
Under the social trend of downgrading consumption during the economic downturn, citizens will become more and more cautious and smart when choosing brands and purchasing products. . Brands with high quality and cost-effectiveness or brand recognition are better able to adapt to the current needs of consumers and channels, which is also the way for brands to break through and survive.
Disclaimer: The market is risky, so be careful when choosing! The source network of this article is for reference only and is not a basis for buying or selling.
