Interpretation Of Chinese Clothing Brands By Chinese Apparel Industry

In October 2011, the Chinese garment industry will gather in Beijing to take the "China clothing Convention" as the example. chance Convergence of industry wisdom in Globalization View Next, we will explore the new elements and methodology of constructing the integrated innovation system of industrial chain, so as to make a powerful and effective exploration for the future development of China's clothing brand.

Building a comprehensive industrial innovation system is not only a demand for increasing the contribution rate of brand and technology, but also a cultural industry for China's garment industry to become a strong international competitiveness. creative industry The high and new technology application industry is the only way to build a powerful country of science and technology, a strong brand country, a powerful country with talents and a sustainable power. This reporter interviewed several introductory people of this clothing convention parallel meeting, they expressed their own views on the core issues of the conference.

　　 Capital has long been integrated into the blood of enterprises.

Liu Wenxian FDS founding partner of China capital

Capital has always existed in the clothing industry, but it is displayed in different ways. The capital that the brand buys to the processing factory, the sales capital that the consumer buys the brand, the brand to the bank. To loan Capital and investor's capital...

Now when we talk about capital, the first thing we think of is capital of investors. The relationship between venture capital and enterprises is like love. Venture capitalists choose enterprises. Enterprises are also choosing venture capital. Venture capital is now more interested in fast-growing companies, because venture capital is the future of enterprises. At present, VC is interested in the fast growing businesses such as electricity supplier, designer brand and outdoor brand.

But in addition to venture capital, there are many other financing channels for businesses. Many enterprises have reservations about the results of the dilution of the equity interests of the enterprises after the venture has entered the enterprise, so many clothing enterprises are very cautious about venture capital. But the current era can not ignore the power of capital, in fact, clothing enterprises can open the way to take the other financing Means.

This time we invited Luzhou Laojiao, a cross-border company, to open up our minds. As early as 2009, Luzhou Laojiao combined with China Minsheng Bank launched the "national cellar 1573 high-end customized liquor revenue options financial management plan", which is the first liquor product of the Chinese liquor industry. The practice of making liquor into financial products is worth learning from the clothing industry. It is a good thing for clothing enterprises to make use of market financing. channel 。

We hope that garment enterprises will understand capital, close to capital, embrace capital, control capital and cooperative capital in this era. {page_break}

　　 E-commerce can not avoid

Wang Jun, general manager of Beijing Sheng Shijia International Culture Communication Co., Ltd.

With the development of the Internet, people's life becomes inevitable. E-commerce has become a must for many traditional apparel companies under the line.

With the development of the electricity supplier, we are also thinking about whether the offline brand must be on-line. At present, the development of the garment industry can not really leave the network, because no matter from the brand promotion, marketing or product sales, we can not evade the important channel of the network. When it comes to whether clothing enterprises must enter e-commerce, it can not be judged by the experience we have now. It needs to be judged by developing practice. The online brand development is also the thinking of e-commerce brand. It is said that many e-commerce brands have begun the strategy of layout under the electricity supplier conference of Taobao. This also fully shows that e-commerce and offline channels are complementary roles for clothing brands. Two aspects are very important and are important components of brand channels.

From the perspective of the development of the apparel industry, the history of the electricity supplier is still very short. Of course, it is undeniable that the electricity supplier has indeed changed the consumer's cognition of value, and has also changed the mode of the channel, and has caused a series of changes to the way of existence of the offline channels, which has promoted the brand's new thinking on the development of the channel, but this is not a question of who will replace.

　　 Design management is profound but must be read.

Zhao Weiguo, Professor of Zhejiang Sci-Tech University

I personally believe that the current domestic garment enterprises in the design management can be roughly divided into three categories. The first state is design without management, allowing designers or design teams to create, and other departments to cooperate and adapt to them. The second state is lack of management, although there are design management, but in the end it can not achieve the effect of design management; the third state is method and no effect, this situation is easy to lead to the same today, tomorrow is another, and ultimately can not achieve the purpose of the enterprise.

Why do companies nowadays attach great importance to design management? All business owners are thinking about this problem, because design management is in the final analysis of how to effectively link design resources and brand operation. Design management, whether for brand or design, allows brands to be more organized and efficient in design and operation, in line with brand development.

In fact, design management is a system. Designing resources to serve the brand effectively can not be simply interpreted as managing designers or restricting designers.

At different stages of development, each brand needs different design management. If you see a company doing well, it must be at this stage, the design system and brand operation of the enterprise are more compatible, but it can not be said that this state will continue. In the next stage, there will be new problems. Enterprises need to constantly adjust and modify their design management system.

　 Vertical upgrading of industry chain and horizontal crossover

Chen Guoqiang, deputy director of China garment industry economy Research Institute

Over the past one or two years, Chinese clothing enterprises are facing great pressure on the domestic and foreign economic environment. From the global financial crisis in 2008 to the recent debt crisis in Europe and America, the pressure on the market has intensified. The external demand is shrinking and the uncertainties are increasing, which will affect the order acceptance of China's foreign trade enterprises. At home, in the 2008 global financial crisis, the government adopted a 4 trillion economic stimulus policy, but now the government's policy is relative to that time, monetary policy is tight, and the pressure of enterprises is increasing. Coupled with the increase in costs and inflation, there is also the pressure of transformation and upgrading on the part of enterprises. It can be said that the situation of enterprises is more difficult.

In the face of multiple pressures, in addition to the support and help from government and industry associations, it is more important for enterprises to improve themselves. {page_break}

On the surface, China's apparel industry chain seems to be complete and perfect, though we have all the technological links, manufacturing links and marketing links, but compared with foreign countries, we still have many deficiencies. In international trade, it includes primary product trade, intermediate product trade and end product trade. Multinational companies allocate the global industrial chain, where is the provision of primary products, where to provide intermediate products, and where to provide end products, they are all very aware of the global layout, forming a perfect, fine division of the industrial chain. Although China has three links: technology, manufacturing and marketing, "big and all" and "small and complete" are still a prominent problem. Therefore, in the original vertical industry chain, we should further implement professional division of labor through the government's guidance, the cooperation of industry associations and the guidance of large enterprises.

In the vertical industry chain, we should strengthen the role of intermediary agencies, namely service oriented enterprises, such as consulting enterprises, logistics enterprises, and some providers of venture capital and innovative funds.

In horizontal industry chain, cross boundary is very important. A large number of e-commerce and cultural industries should be integrated into the past. On the basis of the existing traditional clothing industry, we should attach importance to the power of e-commerce and cultural dissemination. Perhaps, in the future, an enterprise will not be more than half the number of people engaged in clothing in traditional sense, so the entry of e-commerce talents and cultural communication talents is very necessary.

If we do not consider vertical promotion and horizontal crossover, we simply say that technological innovation and brand innovation are useless.

　　 Brand is a double-edged sword.

Yang Shitou, chairman and CEO of Chi cube group

Many enterprises still have a very superficial understanding of brand, and think that brand is everything. Brand is the universal plaster. Brand can solve all the problems of the enterprise. Brand is not a universal plaster. On the contrary, she is like a double-edged sword. It will play a significant role in promoting the development of enterprises. If not used, she will speed up the demise of enterprises. When the quality of the product is not guaranteed and the level of service can not keep up, the more vigorous the brand building is, the more likely the enterprise will decline. Brand is a continuous cultivation, protection and long-term care, cycle, spiral up process.

Brand is the core value of enterprises to play, enlarge, and ultimately form a competitive edge. It has become the core issue of modern enterprise management and competition. Many enterprises have corresponding brand management departments (or marketing departments). Brand managers and brand supremacy have become the slogans of many enterprises. Therefore, the success of brand management is directly related to the survival and survival of enterprises. It is not only a sharp weapon for external sales, but also a moral force for internal management. Successful brand asset management is the core of the core brand asset commander from inside to outside, from outside to inside a highly unified penetration and implementation, the core of the brand is reflected in every detail, any minor details should reflect the core value of the brand. The value of the brand continues to enlarge, eventually forming a strong brand competitiveness.

Effective brand management requires enterprises to consider and formulate brand strategy from a strategic perspective. We must have a global concept and attach importance to integrating cross departmental power to support the value promised by the brand. In addition to surpassing the traditional brand management and focusing on the field of product and market communication activities, it is necessary to jump out of the enterprise's own perspective and consider and manage brand experience from the perspective of strategy or partner, so as to ensure that the brand designed and provided is exactly what the target customers expect and pursue. {page_break}

　　 Going out is selling products or selling culture?

Wang Xiangsheng, President of CFC international fashion brand development management center

How international brands enter China and how Chinese brands go out may be one of the hot topics discussed at the present stage. Before we were the world's factory, but now we have become the largest consumer market, attracting international brands. The entry of international brands into China is divided into two situations, one is their own entry, the other is that we introduce them into cooperation. Especially the latter, there are many puzzles and difficulties in the cooperation between Chinese brands and foreign brands.

Some Chinese brands with strong financial strength also want to go out. Some of them have gone out, but honestly, they seem to be doing worse. Our enterprises have erroneous zones when they go out. They often use the marketing outlets and turnover to measure and evaluate the popularity and influence of a brand. But the problem is, if we go out with this mindset, we will surely run into a wall. Imagine that if the brand is an international brand based on the number of sales and terminal stores, most of China's brands can be called international brands.

After going out, only selling goods can not be accepted by people all over the world. After entering the international market, brand culture and idea are the focus of marketing. For example, McDonald's, if it's just a hamburger, just cares about its products, then he will not become a leader in the fast food industry all over the world. For Chinese clothing enterprises, after entering the international market, we should not only consider whether the fabrics are good enough, but also think about how to promote the brand culture and ideas.

　　 Mode is becoming king.

Yang Da Jun, President of UTA Fashion Management Group

At first, China's clothing enterprises are relying on products to run the world. As long as my products are good and the market needs, they can play loudly. In that era, as long as we had a good grasp of products and a good grasp of the relationship between products and markets, we could make money, whether wholesale or retail.

Later, it depends on the brand. Because enterprises gradually find that even good quality does not necessarily sell high prices. Customer needs include not only physiological needs, but also more important psychological needs, which mainly refers to the appeal of brands. Therefore, enterprises begin to strengthen brand building. But more is staying on the brand hardware construction. During the years from 2005 to 2010, competition was getting hotter and hotter, spokesmen and bombing advertising. But it is not enough for enterprises to rely solely on brand building. In order to achieve sustainable development, relying solely on product strength and brand strength is not enough to maintain a favorable competitive advantage in the market for a long time. At this time, it is particularly important to integrate resources and form their own unique advantages.

At this time, more and more enterprises are paying attention to business models. What is the state of human resources in enterprises? How to maintain and communicate with customers in the market, how the enterprises respond to the supply chain and how to manage the terminal are all part of the business mode construction.

In this respect, some famous foreign enterprises are in front of Chinese enterprises, such as fast fashion brands such as GAP, ZARA, etc. their SPA mode has a reference for Chinese enterprises, but Chinese enterprises can not copy abroad in business mode. SPA is just a concept, not a method and a tool that can be directly used.