The Way Of Brand And Channel Operation Should Be Learned From Fujian Enterprises.

The Guangdong garment entrepreneur's "trip to Fujian" has visited the Quanzhou six source printing and dyeing weaving Co., Ltd., Fujian red sun weaving industry Co., Ltd., Fujian Naki Limited by Share Ltd, Fujian Jinjiang Lian Jie textile printing and dyeing industry Co., Ltd., CABBEEN Clothing Development Co., Ltd., China (China) Co., Ltd., Li Lang (China) Co., Ltd., nine Mu Wang (China) Co., Ltd., seven wolves industrial Limited by Share Ltd and other Fujian enterprises.

"How to assess the situation and seize opportunities to achieve a new round of Guangdong clothing development is the focus of this study."

Liu Yueping, President of Guangdong apparel and apparel industry association, said.

In the early twenty-first Century, Fujian enterprises seized the opportunity that the government strongly advocated enterprises to take the road of brand development, shifted from processing mode to brand type, and realized the first great development by using the chain operation mode.

In 2004, the seven wolves listed successfully and entered the capital market in the first place. At present, they are entering the capital market.

And the target is locked in the terminal channel, the chain store has covered Fujian, Guangdong, Beijing, Hunan, Zhejiang, Shanghai, Jiangsu, Jiangxi and Anhui, and other more than 100 cities, only a few outlets.

All these aspects are worth studying by Guangdong clothing enterprises.

There are many feelings for entrepreneurs to "learn from".

Organizing Guangdong clothing entrepreneurs to learn from their peers, and Guangdong Provincial Association of clothing has been planning for a long time. This visit is the first time that it has been put into action.

Whether it is the management mode or marketing mode of Fujian menswear brand, it has brought a very deep touch to Guangdong entrepreneurs.

Many entrepreneurs have been interested in the "SPA development mode and concept" of the company, and many entrepreneurs have proposed cooperation intentions.

"I have a brand new understanding of the fashion development mode," SPA said. "The development mode of the garment industry is a new way of development.

In this exchange, entrepreneurs and their peers have learned a lot of new ideas.

A Guangdong clothing entrepreneur said after the exchange meeting.

In CABBEEN, the delegation was warmly received by Mr. CABBEEN, visited the office reception area, the staff rest area and the plate making room, and by watching the short film of CABBEEN's development process, he got a deeper understanding of Mr. CABBEEN's insistence on the unique road of original brand. Many Guangdong entrepreneurs sent out the sigh of "the original enterprise can do this".

In the power of "three thoughts" - a person can do a good job in his lifetime. He must unite all the people around him, trust all the people around him, talk about credibility, take responsibility and pay great attention to virtue. The "six hearts" - ambition, concentration, confidence, diligence, conscience, love, and the success of RBA are deeply inspired by Guangdong entrepreneurs.

In Li Lang, from the company's interior decoration to the color and style of a chair, from staff uniforms to every move of employees, from the declaration of corporate culture to Chairman Wang Dongxing's work, "simplicity is not simple," the company's "simple but not simple" brand concept has been interpreted to the extreme, which has really impressed Guangdong entrepreneurs.

In a nine year herd, a Guangdong entrepreneur sent a feeling of "not to see but not to know heaven and earth thick".

The delegation went into the trousers craft workshop of nine Mu Wang, and carefully inspects the assembly line and the technological process.

Many entrepreneurs were surprised when they heard that a worker said they could reach 900 pieces of trousers through her routine every day.

In addition, all the activities and facilities of the nine Mu Wang workers' activity center and the scientific architectural design of staff dormitories have made many entrepreneurs in Guangdong determined to improve their living environment.

In the seven wolves, the inspection group from the computer embroidery to the suit production line, jacket production line, trousers production line, shirt production line to the store image exhibition center and membership club, the Guangdong entrepreneurs of the inspection group have a profound and profound feeling of the strength of the seven wolves.

On the three day of "taking the trip", entrepreneurs summed up 16 words - a lot of feelings, deep introspection, seize opportunities and catch up with them.

The strengths of enterprises in Guangdong and Fujian are complementary and strong combined.

"The garment industry in Fujian and Guangdong has their own advantages. With the advantages of R & D and design in Guangdong, we can connect Fujian's brand and channel advantages, and promote the common development of both sides."

Liu Yueping summed up the survey. "This visit to Fujian is not only a learning experience, but also a deepening of exchanges between the two enterprises, which will connect Guangdong's design, production capacity and Fujian brand advantage."

In this regard, entrepreneurs have expressed their approval.

Mao Jun, general manager of Guangzhou win win fashion design and Development Co., Ltd., believes that this "Guangdong design + Fujian brand" cooperation mode is not only conducive to the expansion of Guangdong enterprises, but also has a driving significance for the Fujian men's wear brand to impact the high-end market.

In addition to the exchanges between Fujian and Guangdong enterprises, the visit also created a rare intimate contact for entrepreneurs in the upstream and downstream industries of Guangdong's apparel industry chain.

Textile raw materials enterprises, auxiliary materials enterprises, fabric enterprises, OEM enterprises, ODM enterprises, clothing brand enterprises, clothing professional market, channel management enterprises, the group of enterprises almost cover all upstream and downstream industry chain and supporting enterprises.

Some brand enterprises can not find the right OEM factories or ODM enterprises. Some foreign trade enterprises want to pform but suffer from commercial channels.

There is a good interaction between enterprises, and many enterprises have initially reached a cooperation intention.

It is understood that, under the strong demand of the entrepreneurs, Guangdong Provincial Association will organize 2~3 visits and study activities every year. Experts will be invited to make comments and summaries with the group to provide training services for entrepreneurs in the form of tourism.

Hu Chengchu, deputy general manager of Li Lang, introduced his successful experience.

In July 4th, with the support and assistance of the China Apparel Association, the Guangdong apparel and apparel industry association organized a study group consisting of nearly 80 entrepreneurs from the upper and lower reaches of the Guangdong apparel industry chain. They went to Fujian Jinjiang and Shishi for a 3 day "trip to learn".

Reporter: at present, what are the problems of the domestic brand clothing supply chain?

Zhang Rongming: the domestic clothing brand lacks the efficient supply chain management in general. Most enterprises start from the raw material purchase to have some non-standard, lacks a set of standardized operation mode.

First, the hardware system support rate is slightly insufficient, and the degree of information support is weaker than that of foreign enterprises.

Secondly, the operation mode is not perfect, and the whole supply chain system has a slower reaction speed.

Most of the brand clothing in China is the integration of production, supply and marketing, which restricts many factors, resulting in more problems.

For example, the inventory pressure is relatively large, and the product is slow to respond to single orders.

Foreign countries are relatively perfect in the supply chain. All links in the supply chain are relatively independent and efficient, starting from raw material procurement, until the final product sales terminal reaction speed is very fast, and the production process is fast and efficient.

Finally, the supply chain structure is not optimized.

We should optimize the supply chain structure by increasing the vertical concentration of enterprises, or increasing the supply chain between enterprises and enterprises groups.

Therefore, through the form of enterprise groups, large enterprises and small and medium-sized enterprises can be reasonably divided, each director should be matched and collaborate according to the whole supply chain's flow.

Reporter: what are the characteristics of the operation mode of love in the supply chain?

What has been achieved?

Zhang Rongming: in the supply chain, Adam is very closely related to fabric procurement, and has been able to synchronize with the international market.

We have been working with internationally renowned underwear materials suppliers and targeted partners to select partners according to their brand positioning.

For example, in terms of sales terminals, targeting different brands of different brands, choosing different shopping malls as sales channels: LA CLOVER, a high-end brand, with brand positioning as "luxurious, sexy and distinctive". It will choose similar high-end stores such as Beijing's Seth, Yansha, and so on. It will be positioned as "new beauty" brand. It is a fashionable brand that pays close attention to the lifestyle of young women. Therefore, the choice of shopping centers is also dominated by young, fashionable high-end high-end shopping malls, such as Beijing's Jun Tai Department store, Xinguang Tiandi and so on.

In the operation of brand supply chain, love has achieved the brand positioning based on segmentation, and the target has been accurately managed and maintained. The brand image has been consistent, and its brands have grown healthily.

Reporter: as a famous brand, how does the apparel supply chain establish sustainable development mode?

Zhang Rongming: admiration has several choices in the supply chain: 1, suppliers: choose excellent international suppliers and establish strategic partnership.

2, capacity production: AI has 2 production bases in Beijing and Suzhou, and gradually develops domestic standardized and well-known processing enterprises as auxiliary forms of production, ensuring product quality and ensuring production capacity.

3, logistics: at present, China has signed a strategic partnership agreement with the top logistics suppliers in China, ensuring the timeliness and controllability in the pport links.

4, marketing management: love is mainly based on self operated channels, supplemented by business agent channels, attaches importance to brand image, ensures management execution, and establishes good sustainable development relationship with end customers.

5, sales channels: love the sales channels that have already established advantages in the whole country, such as the sustainable development relationship with the mainstream department stores in the first tier cities.

Reporter: what is the ideal future of an ideal supply chain?

Zhang Rongming: in my opinion, for the future ideal clothing supply chain should be reasonable, efficient, scientific and excellent, and in terms of management and information construction, the following two aspects should be further improved: 1, enterprise demand information can be shared with suppliers.

The supplier can participate in the enterprise product planning stage, optimize the fabric supply, speed up the reaction and shorten the production cycle, and can share all kinds of information inside the enterprise with these long-term cooperative, honest, loyal and responsible suppliers. This can effectively reduce the inventory and achieve "zero inventory" after the information sharing process.

2, improve management level.

Through information sharing, the process of repeated confirmation can be reduced to make the supply chain operate efficiently.

Reporter: what is the key to the rise of the localization of adoration? Can these factors become the condition of admiration for internationalization?

In internationalization, how is love considered?

Zhang Rongming: the key to the rise of the localization of adoration is to adhere to the brand management strategy.

The following two points should be considered in internationalization: developing the distribution market.

At present, we are directly engaged in the Chinese market. In the expansion of the international market, we should find the right distributors and partners, and insist on participating in the most professional and authoritative underwear exhibitions in the world, and expand the popularity of the industry in the same industry.

In the Asia Pacific region, the international market will develop direct mode.

We choose to do direct marketing in these international markets, regardless of region, culture or consumption habits, similar to the Chinese market, such as Hong Kong, Macao and Taiwan or Southeast Asia.