Chasing Fashion Vogue -- Hebei Benchmarking Zhejiang Garment Industry

What are the specific ways of Hebei garment industry benchmarking Zhejiang? What are the realistic ways to pform from "manufacturing big province" to "brand strong province"? Let's see how Zhejiang can incorporate beautiful neon into fashion and culture "Jingwei", and lead the fashion industry to fashion and high-end.

Path 1: "fast fashion"

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From design to production, how long does the garment cycle last? In early May, in Zhejiang, the fast reaction of garment enterprises completely overturned the original imagination of journalists.

A few pieces of cut cloth are laid on the lining board. Through the digital printing system, only a few minutes, the high-speed printer can print beautiful patterns on the cloth.

After being washed in a simple way later, they were quickly stitched into a man's T-shirt, and then heated and packed to deliver to the courier company.

A day later, the T-shirts with different styles and colors were placed on the shop of the Hai Lan home in Shanghai.

"The designer's new model can be made into garments on the same day, and it will take a month to make use of traditional printing and dyeing technology."

Ren Bo, general manager of Zhejiang Hong Li Da company said.

"The competition in the clothing industry is in fact speed, and whoever wins the market will win the market."

Ren Bo said that digital printing technology has provided a new platform for fashion designers. One day, more than 100 flower patterns can be directly made into ready-made garments, and they are not limited by quantity. This is almost unthinkable for the traditional clothing industry.

"Now, our company can launch more than 300 styles of flowers every month.

This year, orders for T-shirts have increased by 3 times compared with the same period last year, and profit margins have increased by 30%. This year's output value will also reach 30 million yuan.

In fact, the rapid response mode has launched a revolution in the clothing industry in recent years.

In this regard, Zhejiang clothing enterprises are also "benchmarking", they learn the Spanish brand ZARA, the Swedish brand H&M, these two brands are the "fast fashion" the originator.

ZARA's products from design, trial production, production to storefront sales take an average of only three weeks, the fastest one week, and H&M fashion from design to up to 20 days.

With the rapid development of the industry chain of small quantities, varieties and quick response, ZARA has been popular all over the world.

[benchmarking inspiration]

What is fashion? Fashion is speed, the power of culture and design behind speed.

"The long cycle of ready-made garments and the slow reaction of market are all the fatal weaknesses of the garment industry in our province."

Wang Jianfen, director of the consumer goods office of the provincial industrial and commercial office, pointed out that from the domestic market, the focus of competition in the clothing industry is also shifting from the competition between labor and resources to quality and design competition. Most of the garment enterprises in our province have not yet realized the terrible consequences of only immersing themselves in production and ignoring the market reaction.

Ji Yongjian, an investigator at the Provincial Department of consumer goods, believes that how to build the dominant clothing brand based on quality, with innovation as the soul and with rapid response should be the most important problem for Hebei clothing enterprises in the benchmarking operation.

According to the plan, according to the arrangement of the provincial government, the "Hebei 12th Five-Year" development plan of the textile and garment industry is currently being worked out by the Provincial Department of industry and commerce. It is proposed that our province will strengthen the construction of public service platform such as the R & D design platform for clothing, establish the creative center of fashion design, train the designer team, and enhance the level of clothing creativity.

Liu Lianhong, President of the provincial clothing association, said that in the future, the association will guide the clothing enterprises to strengthen the design team construction, take the technology research and development and innovative products as the breakthrough point, implement the "go out", "come in", learn advanced technology from all over the country, strive to achieve new breakthroughs in the cultural connotation and fashion style of the clothing products, "use design to guide the market, and use the market to sublime the design."

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Path two: channel winning

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"Thanks to the" Wenzhou name purchase ".

On the afternoon of May 4th, Pan Xucong told reporters that he had opened more than 20 stores in the country last year.

"Small and medium-sized enterprises want to sell their own brands, it's really hard!" Pan Xucong said before last year, he also had no way to do it: enterprises have done 8 years OEM for foreign investors.

Last year, it was difficult to launch its own brand, but even the door of the mall could not get in.

In response to the impact of the international financial crisis, enterprises are "hanging by a thread".

At this time, Wenzhou launched the "Wenzhou name purchase" plan, which extended a helping hand to him. In early 2009, the government took the lead in promoting enterprises, chambers of Commerce and associations, and Wenzhou clothing, leather shoes and other categories could be unified in the "Wenzhou name" logo, and displayed and sold in concentrated areas.

Wenzhou plans to open "Wenzhou famous shopping center" in 100 large and medium-sized cities throughout the country in one or two years.

In January 15, 2009, the first "Wenzhou famous shopping center" appeared in Tianjin Mai Mai Times Square.

What makes Pan Xucong more surprised is that from the brand promotion to the shop decoration, the government has buried the list, and the relevant departments have even come to guide how to do marketing.

After that, with the "Wenzhou name purchase" in the dense layout of the country, "the car" also vigorously expand the marketing network.

Pan Xucong confidently said that in the next two years, the "brand" will develop 50 stores throughout the country.

The birth of "Wenzhou name purchase" is a vivid example of "the government set up a platform and the business holds business together", helping thousands of small and medium-sized garment enterprises in Wenzhou get out of the crisis.

In May 4th, Zhang Xiuwei, deputy director of industry and Trade Commission of Wenzhou economic and Trade Commission, said that clothing enterprises and clothing market belong to different fields of the same industry, but relying on individual enterprises to fight alone is hard to get through the channels.

"Government enterprise linkage and Baotuan heating" help enterprises directly enter the clothing market, especially for small and medium-sized enterprises to build a marketing platform.

[benchmarking inspiration]

"Do not make brand wait for death, do brand to die."

Interviewed in the province, many owners of small and medium-sized clothing enterprises smile bitterly.

Like Wenzhou enterprises, the initial stage of their own brand is not always known, the financial strength is not strong, and the marketing personnel and means are lacking.

"In the end, they had to sell in the stalls and wholesale markets, and sometimes it was better to continue to do the OEM."

The exploration of Wenzhou's "government enterprise linkage and Baotuan heating" is worth learning from.

Wang Jianfen pointed out that at present, most of the garment enterprises in our province are not able to quickly connect the market and R & D with the majority of garment enterprises, so they can not scale and produce and sell.

In this regard, Guo Xinlu, vice president of the provincial clothing association, suggested that a large-scale modern trade city should be planned to focus on the sale of Hebei's clothing brand, and the preferential policies of Taxation and capital should be formulated to form a joint venture to promote Hebei's clothing brand and achieve win-win results in marketing.

"In this regard, our provincial government will act positively."

Wang Jianfen said that during the "12th Five-Year" period, our province will vigorously support the construction of a number of bases for Zhengding textiles and garments, Qinghe cashmere, Xinji leather garments, Ningjin dyed and dyed garments, Rongcheng garments, Suning fur clothing, and so on, so as to promote the garment industry to gather and develop.

At the same time, clothing exhibitions and conferences will be held to enhance brand publicity and improve the brand effect of Hebei clothing.

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Path three: Market Segmentation

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Nowadays, the competition of garment industry has become a serious illness that hinders the development of the industry.

How to break through "thousands of people" and "follow suit"? Zhejiang clothing enterprises answer: take a multi brand strategy.

At the 2010 China International Clothing and accessories fair, which opened in late March this year, YOUNGOR changed its traditional image of a single brand dress brand and released 5 clothing sub brands: MAYOR&YOUNGOR, GY, YOUNGORCEO, hemp and HartSchaffnerMarx.

The first 3 brands are broken down from the existing YOUNGOR brands, which are respectively for administrative public servants, young fashion groups and business people. "Hemp family" is YOUNGOR's own green product, and HartSchaffnerMarx is the well-known American brand.

"In the past, young white collar workers aged 20 to 30 wore YOUNGOR, and more than 50 year old successful people wore YOUNGOR.

In fact, a single brand can no longer meet the needs of market diversification.

In May 5th, He Min, deputy director of YOUNGOR group office at YOUNGOR international garment garden, said that multi brand strategy is also a step forward for YOUNGOR to speed up internationalization. The enterprise strives to cultivate brand design and management talents through a clearer subdivision of brand names, and hopes to build YOUNGOR into an international influential Chinese clothing brand after 10 to 20 years.

Many other garment enterprises in Zhejiang have also embarked on a multi brand road.

Taiping bird launched many brands including JEANS, TRENDY, COLLECTION and so on. Roman launched TACCALITI.

Du Yuzhou, President of the China Textile Industry Association, believes that this is the symbol of the development of China's garment industry represented by Ningbo from the traditional quantitative and large-scale development to a creative and effective development.

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"The clothing market has entered the era of segmentation, and a brand has long been a history of running men, women, old and young."

Guo Xinlu said that there is a big gap in our market in terms of market segmentation.

He suggested that clothing enterprises in our province should find a detailed location through market segmentation, develop their characteristics and bid farewell to the same.

Guo Xinlu said, the next step, the provincial clothing association will actively guide enterprises, as far as possible to get more market information, invite distributors to participate in the decision-making of enterprise product production, and help garment enterprises to re understand and subdivide the market by identifying and positioning their own brands. What are the characteristics of their own enterprises? Where are the advantages? What are the consumers, what styles are they, and what are the functions of the clothes? After these are determined in turn, they can choose the specific process line with the highest labor efficiency, the most reliable quality and the lowest cost according to the brand positioning, and produce the most distinctive subdivision products to effectively seize the market.