Seminar On Brand Upgrading Of "Foshan Children'S Wear"

Conforming to the upgrading of Foshan's urban economy, it is imperative to upgrade the children's clothing industry in Foshan. The pformation of enterprises to brand management is the choice that every Foshan children's clothing enterprise must face in the rising stage.

With the strong support of the Foshan Chancheng district's Temple Street office, in April 18, 2008, the Foshan city children's wear Innovation Center joined hands with the senior people in the clothing industry to carry out discussions and exchanges with the Foshan children's clothing enterprises.

The guests attending the seminar included Mr. Chen Xiang, senior adviser from Tian Tien enterprise management consulting company of Guangzhou, Professor MBA, President of Tongji University. Mr. Ceng Yong, chief consultant of the real marketing strategy agency of Guangzhou Rui Jue brand and senior lecturer of Mr.

Mr. Chen Xiang and Mr. Ceng Yongjun, as the special guest speakers of this brand upgrading workshop, have exchanged and discussed the various problems encountered in the process of upgrading the brand of enterprise brand together with representatives from Foshan Yin and Zi Tong Baby Products Co., Ltd., Foshan Dong Daxian Clothing Co., Ltd., Foshan Carle fitt clothing Co., Ltd., Foshan City Flying Horse clothing Limited company, and other industry organizations from Guangdong Textile Vocational Technical College and Hongkong express consultant training organization.

1, the style and style of many traditional enterprises are controlled by the boss or landlady. In such a case, do you want to invite the design director?

Chen Xiang: as a business owner or a landlady, if you want to be a design director at the same time, you must understand the knowledge of management and design, so that the enterprise can run for a long time.

Ceng Yongjun: boss asks the design director to have a very important prerequisite, that is, you need to know how to use this design director to control.

Mr. Lin Mupei, Hongkong's pleasure Advisor: if you want to invite, you must invite a design director who is suitable for the brand style of his own business, otherwise it will not be suitable.

Luo Zhizhong, general manager of the company: each brand has different corporate culture; in the case of Ying Zi Fang, I am the owner and director of design.

As a design director, we must understand the market demand and market trend.

2, the design director from a well-known brand enterprise, has many years of experience in brand design, why come to my business, the original designers will oppose him (her)?

Chen Xiang: there are very few professional talents who are competent for the design director, and the design director must have the following qualities: 1) first of all, have the ability to communicate, the professional character is usually weird, and the communication is not good; 2) to have a strong opinion, but most of the creative designers are too self centered; 3) to have the management ability, but the general lack of management ability of professionals, and to manage others in their own way, is not feasible; 4) the adverse reaction of airborne troops, no matter how excellent the designer is in his previous company, when he comes to a new company, his ability has not yet been shown, and the old employees will not be able to serve him; 5) the designer of a well-known brand can not simply be equal to talents.

Forest Culture: different enterprises have different corporate culture. As a design director, first of all, they must understand the culture of their enterprises, and not just do things in their old company habits.

As a design director to enter an enterprise, we must understand the requirements of the enterprises and truly understand the essence behind the design director.

Ying Zi Fang Luo: Based on the large and unstable flow of industry personnel and similar experiences, the company will not hire highly paid designers, but prefer graduates with fine arts foundation. They will also serve as design directors. In addition, the design and development department needs someone who can manage the process, plan and arrange the work of the board.

3, how can the boss delegate authority to the design director?

Chen Xiang: in the first month, the chief design officer was familiar with the company's environment and working environment, and understood some people and their work situation. It was necessary for the design director to make a work plan according to the current situation.

Through the plan, the boss will find the gap between the design director's work idea and the current situation of the enterprise, and then consider the next step of decentralization.

Second months, the boss can try to chair the department meeting by the design director, participate in the work plan arrangement of the Department, and make a summary report of the department work.

The boss can consider every period of time, give the design director different rights, and gradually decentralization.

4, how can we choose a good design director?

How can the boss make room for the design director and check whether the design director is competent?

Ying Zi Fang Luo: the design director suitable for his own business, it is best to cultivate the way.

Chen Xiang: good design director, should have the conditions include 1) high school must have fine arts foundation; 2) job hopping frequency can not be too high, good design personnel, average work cycle is ideal in 27 months; 3. will communicate, mainly with the boss, and customers, and communication with the subordinate; 4) have a sense of responsibility; 5) have cost consciousness.

Sum up: one point technology, two points of communication, three points of executive power.

Lin Mupei: the boss must be clear about the bottom line of the person he invited. The boss and the design director's work team must cooperate well.

5, why do people from the design directors of well-known brand enterprises feel good, but when they are ordered, they can not get the approval from the agents?

Not selling well?

Ceng Yongjun: design and sale are two related links. Enterprises should know how to turn design language into sales language, grasp every order and implement the terminal supporting facilities.

This requires interaction between the design department and the marketing department.

A good business usually asks the designer to carry out a sales practice for three months at the terminal store, so that designers can directly contact consumers and understand the needs of the market.

In addition, before ordering, the enterprise carries on the related training to all the enterprise marketing personnel, the dealer and so on, the designer must pass on to own them the design mentality, the product design selling point, the fabric application and the selling point and so on.

Many agents still stay in the order of the agent's boss, but the most knowledgeable of the terminal market needs is the store manager, so script src=>