Du Yuzhou: The Development Direction Of Chinese Clothing Independent Brand

This is the era of "brand 2" brought about by Web2.0 technological innovation.

First, popularize basic knowledge.

Web2.0 is a generic term for a new class of Internet applications relative to Web1.0.

The main feature of Web1.0 is that users get information through browsers.

Web2.0 pays more attention to user interaction. Users are both the browser of website content and the producer of website content.

The producer of website content is that every user on the Internet is no longer just the reader of the Internet, but also the author of the Internet. He is no longer just surfing the Internet, but also becoming a wave maker. In mode, it develops from simple "reading" to "writing" and "common construction"; from passive reception of Internet information to the initiative to create Internet information, and thus more humane.

In the era of rapid development of the Internet, we can not ignore the fact that the distance between brand and consumption is becoming shorter and shorter, though at first it sounds a bit confusing.

With the development of clothing brand to Web2.0, the era has also been upgraded to the 2 version. Popularly speaking, consumers are no longer passively accepting the one-way receiver conveyed by fashion concepts, but more and more actively participate in the design and participation in marketing, and the role has become one of the brand founders.

In the Internet age, there is no future for brands that do not interact with consumers. This is not alarmist.

In modern society, because of different social division of labor, different nationalities, different regions and different countries, what is the close connection between production and consumption?

Brand is the link between specific production and specific consumption through market intermediaries.

The strength of this bond is measured by the loyalty built up by production and consumption, which is the foundation of the brand value effect.

During the "11th Five-Year" period, the textile industry association increased the contribution rate of science and technology and the brand contribution rate as the core goal of industrial structure adjustment and industrial upgrading.

The connotation of improving the contribution rate of science and technology is to speed up the pformation and arming with new and high technology so as to increase the added value of industrial technology.

The connotation of improving brand contribution rate is to build up the integrity relationship between brand production and brand consumption by relying on the four integrity of quality, innovation, rapid reflection and social responsibility of brand products, so as to get higher brand value.

During the "12th Five-Year" period, the loyalty of brand production and brand consumption was once again raised to a new height.

Du Yuzhou pointed out that the brand is not created by the producers themselves, but by the cooperation of production and consumption objects.

Brands must not be dominated by consumers.

Quality trust is the cornerstone of loyalty.

TOYOTA automobile is a world famous brand. Because of the accident on the safety of pedal, the value of the brand is very heavy.

This shows that even though the world famous brand has been doing well in all aspects, it has always been highly marketable and highly loyal to consumers, but once the quality cornerstone is out of question, brand loyalty and value will instantly deteriorate.

To give this example is to emphasize once again that without the credibility of quality, the value can not be mentioned.

Attaching importance to quality and attaching importance to standards are the most basic values of independent brands. Quality issues involve the whole process of production, management and marketing of enterprises, and are the basic manifestation of the overall quality of enterprises.

Fei Jianming, general manager of Daly China Limited, described in this way: "no matter what time, our complacency of product quality is fatal."

He explained that market competition is the competition of market share, and the gain and loss of market share depend on the customer's cognition and satisfaction to the competitors' product value.

If the product quality can not surpass the opponent, the market will lose, and it will be defeated in the competition.

Even if the quality level is in the lead at a time, it can not be careless, because others are also making progress.

The quality has been mentioned.

All the time, we must continue.

Because "quality is the life of an enterprise and the life of a brand" is not empty talk.

Quality is the cornerstone of brand value and material bearer of use value and exchange value.

The quality of brand products is manifested in the advanced nature, stability and reliability of the function. In terms of satisfying the physical, psychological, ergonomic applicability and cultural aesthetic needs of the brand, its quality, material quality, product making, function and performance, and adoption of standards must be high and reliable.

Therefore, from the procurement link, the brand must strictly control the quality.

Wang Yongping, chairman of Qingzhou city's Bobo Garments Co., Ltd., has printed the title of "advanced worker of national quality management". Although the title does not represent any "right", Wang Yongping still wishes to print it in the most prominent place of business card.

Because this title represents an attitude of corporate integrity, the importance of product quality and strict requirements.

He said that the supplier of noodles and accessories for down and down products has never changed and has been working with him for 10 years.

At the beginning, they chose the same industry leaders who also attached importance to quality as partners. Over the years, they have been adhering to a commitment to consumers' quality.

Wang Yongping attaches great importance to human factors in management, and emphasizes the quality assurance and quality management by relying on the efforts of all the staff of the enterprise. The core concept of this total quality management is "an effective system in order to be able to produce and provide services at the most economic level, taking into account the requirements of customers, and to integrate the activities of various departments in the research and development, maintaining quality and improving quality". This kind of quality control method based on the ultimate customer requirements has made the brand share in the market 10 years since its establishment, and has won the trust and favor of the vast number of consumers.

Nowadays, the competition of textile and clothing brands is fierce in China, and the demand for brands is very strong in domestic consumption.

In the face of the challenges of international brands, domestic brands can not be neglected in quality.

Many of our brands have already opened up a large market, but there will also be "small problems" that will wear buttons for two days.

This is not necessarily a "small problem". If this problem affects the consumer's interest in the brand, the negative word-of-mouth will become a stain on the brand image, which will become a serious problem of consumer loyalty.

In meeting the new starting point of the new ten years of clothing power, quality must always be valued by brand enterprises and even doubled.

In today's increasingly competitive market, if the brand is defeated in quality, it is equivalent to losing the opponent before losing it.

Consumer loyalty is based on demand satisfaction.

Many enterprises have come to think about customer demand or product profit orientation after the arrival of customization era.

Then, which is more important to customers and products? Nowadays, many entrepreneurs will answer: customers.

Because customers represent the market.

In particular, those brands that already have core products and stable customer base are in the ascendant stage. They are more likely to gain market by creating demand and meeting customers' needs.

Just like many successful enterprises nowadays, the focus of the general manager's daily work is to grasp the market and see for himself what consumers really need.

Therefore, there are a number of CEO who attach importance to the opinions of agents, pay attention to terminal operation and attach importance to the feedback of business information, and ask the consumers in detail what kind of design you are most satisfied with. What do you need?

Lu Aifen, general manager of Suzhou Colorful City Clothing Co., Ltd. is such a person who runs the market everyday.

She knows that children's clothing consumption depends on "mother". Therefore, apart from studying the original trend and fashion factors of children's clothing, she pays more attention to the popular preferences and consumption tastes of mothers who buy children's clothing. They will use the elements which are sought after in their clothing for the detailed design of children's clothing, and strive for more consumers.

Personal participation in design is not a worry for the design team. Instead, the boss or the manager in charge of the market often has the most comprehensive market sales data. These represent the market demand, who will pay attention to it and who will be successful.

Therefore, the choice of consumers is increasingly affecting the interaction between products, production and consumption. From the perspective of brand value, we can see that the foundation of the real driving brand equity is the intensity of the relationship between production and consumption.

"Do something in relation to loyalty, instead of unilaterally trying to attract the other party. Both sides should be attracted. Like love, single love is not acceptable."

President Du Yuzhou expressed the relationship between the brand and consumers in this way.

When it comes to brand marketing skills, people always stand out from the point of view of producers' marketing, then take the advantage of their products first, then discuss what methods they use, what kind of spokesperson they want to find, and what advertisement they can use to get consumers' trust and goodwill, and attract consumers to follow the brand.

However, only by doing so can it be hard to get the sincere trust of consumers, and it is difficult to obtain sustained and stable brand value.

Just like the concept of Web2.0, when the boundaries between creators and users begin to blur, the idea of modern design will undergo important changes, and it will not be surprising for consumers to participate in the design.

Not only is clothing, but there is a trend of consumers participating in the design of all consumer goods. Only when production and consumption jointly cultivate brands, the brand is stable and viable.

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In recent years, fashion communication has become more and more interactive.

On the one hand, all kinds of graffiti matches and dressing styles attract many people's attention and participation.

In the "products" designed by consumers, businesses can see clearly what products they think are cool and dazzling.

On the other hand, many print media and the Internet are willing to use the way of "street pat" to attract readers. This means that the task of guiding fashion is not only the product makers, but the people who wear clothes.

In the era of "everyone is a designer", the focus of the company's work on "marking" competitors is not going to be ridiculous.

The market space is far from saturated. Those who are concerned about the needs of consumers themselves and are willing to develop jointly with consumers can easily move forward.

Innovation can be achieved without innovation. There are many levels of innovation, such as management innovation, mode innovation, technological innovation and product innovation.

Enterprises with comprehensive innovation capability undoubtedly have strong core competitiveness.

Du Yuzhou regarded innovation as the soul of brand.

He said that textile and apparel brands should maintain a personalized innovation capability in both material use and cultural aesthetic functions.

Personalized innovation is what we are talking about now. Creative industry is personalized creativity.

That is, innovation in material production is the innovation of cultural productivity.

Only by innovating can we keep our brand not falling into the conventional pattern and always at the forefront, so as to gain exclusive and personalized value.

In terms of material innovation, design innovation, technological innovation, technological innovation, marketing management and service innovation, innovation is not only capability but also soul.

Brand innovation is not only a goal, but also a process. It dominates the theme, constantly observing the new trend of consumption, the new development of the upstream and downstream industry chain, affecting all kinds of new ideas of cultural creativity, constantly learning and applying new science and technology, grasping the use of new standards and standards, reforming the traditional mode of production and management, and stimulating people's creativity, so as to continuously develop, invent, create and advance.

Shandong sulang Fashion Co., Ltd. is an innovative enterprise.

Wu Jianmin, chairman of sulang shares, was invited to attend the 2010 Shandong Industry University Research Institute (Industrial Design) fair.

Wu Jianmin, chairman of the board, made a keynote speech on "how to improve the level of industrial design, enhance the ability of independent innovation and product market competitiveness" at the meeting, and interpreted the successful operation mode of the company from six aspects: strengthening the building of its own brand, improving the network system, emphasizing the introduction of talents, focusing on the construction of enterprise culture, the whole industry chain mode, and promoting brand diversification.

For so many years, this enterprise, which does not occupy the advantage of industrial cluster and has no complete industrial chain, has gone from Shandong Yantai to the whole country.

Quick response involves consumer sentiment.

The current market is unpredictable. In addition to the "fickle" of consumers, another important reason is that brand enterprises do not know where their competitors are.

In the past, competitors might just be the brand of department stores' adjacent counters, and now their scope has begun to cross platform, cross channels and even across industries.

Therefore, how to move customers ahead of others is the key to winning the brand 2 era.

Quick response is the vitality of brand.

Brand's adaptability to the environment and adaptability to consumers reflect the mechanism of brand from decision-making to practice.

Brand rapid reflection mechanism will inevitably affect the emotion between brand producers and consumers.

If brand production and consumers' hearts and minds are very tacit understanding, they can always be the driving force in the ever-changing environment. Brand enterprises can adapt to the changes of consumers' physical and aesthetic needs at the fastest speed.

If the brand is always slow to beat the change of consumer demand, then the emotional connection between you and consumers will fade.

Therefore, rapid reaction is the lubricant of emotional connection between production and consumption.

The challenge that Internet brings to enterprises is whether they can win in speed.

Just like the essence of Chinese Kung Fu, "speed is not broken, but speed is not standing".

Opponents take half a step, before others satisfy their needs, they will seize the opportunity.

"Fast fashion" has sprung up. When customers see queues in front of ZARA, H&M and UNIQLO, in addition to envy, have you ever thought of making adjustments to brand orders that they only have two times a year?

Daly China Limited has seriously thought about this problem.

The renewal cycle of their terminal new products is calculated on the basis of "week".

General manager Fei Jianming said in an interview that since the Internet is so convenient, why do we not make use of it?

It is understood that the majority of Dali women's clothing brand orders will be completed online.

Before ordering, dealers will get product samples in advance so as to make up for the lack of material feel.

Other fitting shows are pmitted to the buyers' display screens at the first time through video.

Some people will ask, does this seemingly rush order bring no risk?

Daly had already thought about this problem before the agency. The company promised that the market could not return to the company within two weeks, and could enter other outlets such as discount stores.

Therefore, there are always new products in the terminal store of Dali, which has no stock and gives consumers a lot of confidence and enthusiasm.

This case tells enterprises that "fast" should continue to do inventory processing before it is put on the market, and quickly pfer it to the next sales platform.

Social responsibility deepen consumer recognition

Social responsibility is the moral standard of a brand.

Social responsibility is an important yardstick of social civilization.

It is a value concept that runs through the contemporary mode of production and life style, social process and spiritual process, and is also a direct embodiment of the social value of the brand.

Social responsibility is not only embodied in the humanistic concern for labourers and consumers, but also involves many factors in the whole process of brand production, exchange, circulation and consumption, which involves macro, overall and long-term social interests.

These are the social moral factors of the brand.

Many contemporary consumers have implemented social responsibility as a consumption preference or value. They prefer to consume products that fulfill their social responsibilities at a premium and reject products that are seriously violating social responsibility in the process of consumption.

Once a famous brand product has a social responsibility scandal, it will lose its reputation and lose its brand value.

Over the years, the brand building of textile and garment industry has strongly advocated social responsibility.

Since 2004, a number of domestic brand backbone enterprises have taken the lead in promoting social responsibility construction. In 2005, the textile industry association specially formulated the CSC9000T textile social responsibility management system, aiming to pform the externality of social responsibility from the frequent inspection to the internal management mechanism of enterprises.

This internal work has not only been widely responded by the industry, but also strongly supported by the Chinese government, and has been recognized by the international community.

Since then, the scale of demonstration and pilot has been expanded year by year.

Ruyi, JEANSWEST, red beans, bronze cattle, Haitian, good news birds and so on participated in the industry social responsibility release last year.

The current situation of the industry is very good. In 2010 1~3, the total output value of textile and clothing above designated size increased by 27%, of which domestic sales increased by 30%, of which clothing sales output increased by 22.86%, domestic sales increased by 28.9%, and total industry exports increased by 15.3%.

From last year to this year, the good situation of "V shape reversal" can be summed up in two aspects, one is the central government's policy to stimulate domestic demand.

The macro policy has tilted to the low income group, which has increased the consumption ability, thus stimulating the production of the textile industry.

The second reason is that industrial upgrading has created new consumption for production.

In particular, brand enterprises, because of the creativity of brand products, have created new demands on consumers, thus stimulating new consumption.

In 2009, the clothing industry, nearly 18 thousand enterprises in the whole industry, increased sales revenue by 14.5%, total profit increased by 21.3%, and the average profit rate reached 4.68%.

Among them, there are 1239 enterprises whose profit margins exceed 10%, the sales revenue has increased by 18.58%, the total profit has increased by 36.86% billion, and the average profit rate has reached 16.97%.

The sales volume of these 1239 enterprises accounts for 12.83% of the total industry, and the total profit accounts for 45.5% of the total industry, and the number of employees accounts for 10% of the total industry.

This shows that the brand's responsibility for consumers and even the whole society has brought consumers' trust and loyalty to brand creativity.

The award-winning speech of several brands who won the China clothing brand award highlighted the words "thank the consumers for their love". The successful brands always put consumers in the most important position.

Through the integration of the four aspects of quality, innovation, rapid response and social responsibility, the essence of brand production and consumption loyalty is formed, thus establishing a good reputation of Chinese textile and garment brands in domestic and foreign markets. This is the direction that China's independent brands must adhere to.

voice

Foreign brands attach great importance to the establishment of customer files, instant emotional contact with customers and the establishment of customer loyalty; once new products or preferential activities are available, customers are notified in time.

We should learn from and learn from this practice.

Li Rucheng, President of YOUNGOR group

Consumers' individualized consumption and autonomous consumption are more and more obvious.

This is closely related to economic development, so that consumers have more views on clothing consumption.

So we need to refine.

Consumer positioning is very vague, now the brand's clear positioning is very important, and the separation of consumption levels is more and more.

It is more and more difficult for brands to cover all consumers through positioning.

Consumer maturity, more level, more rational consumption, appreciation ability is also strong, the demand for fashion is also high.

If you make a concept, he can accept it? It's hard! They pay more attention to whether your marketing behavior is integrated with your brand idea.

Zhou Shaoxiong, chairman of the seven wolves industrial Limited by Share Ltd

Who is the protagonist? Designer brand may regard himself as the protagonist, the consumer is the supporting role, the commercial brand may take the consumer as the leading role, the designer as the supporting role, actually can two as one.

I will focus my attention on the needs of consumers, current and future needs.

Wang Xiaofeng, chairman of Shenzhen Fashion Exhibition Design Co., Ltd.

First, pay attention to products.

Two, we should pay attention to some major events and enhance the brand influence through sports events.

In addition, we must cater for the development of the times. For example, environmental protection and low carbon, we must integrate products. We must know what consumers are thinking, and if they violate their ideas, this product will have no vitality.

Jordan sports Limited by Share Ltd CEO Ni Zhennian

I think the most ideal brand should redefine the boundaries between designers and users (consumers). The rights of designers or brands will be dispersed or even reconstructed, and users will enjoy and participate in equal rights.

Wang Yiyang, design director of Shanghai Su ran Clothing Co., Ltd.

The final result of brand competition must be a competition for consumer loyalty.

If a consumer likes a brand, of course, it is successful, but how to make the consumer like it, or that he respects the brand and loves the brand, has a strong brand loyalty and can buy for a long time, which lies in the whole enterprise's system.

Our brand, our design, our management, our marketing, and the four environments need to operate in a systematic way.

Xu Bin, chief management consultant of Beijing frontier Consultants Ltd.

Generally speaking, consumption is not the commodity itself, it is the added value of goods, such as brand or brand loyalty. We call it credibility.

Because there are too many goods in the world, consumers can not understand the quality and materials of the products. We can only pass the brand, so the brand is very important.

Brand has become known popularity and loyalty.

Loyalty is summed up as so-called credibility.

What do I mean? I know several brands, because these brands are sustainable, for example, for hundreds of years.

From my grandfather and father, they recognized this brand, such as Tongrentang in Beijing, and Tongrentang's traditional Chinese medicine.

It is not cheap, but it is guaranteed that it will not sell fake goods.

- Zhou Xiaozheng, a famous sociologist and director of the Institute of Sociology of law, Renmin University of China

Most of our enterprises have built up "badge value".

That is to say, consumers buy products not only because of the product itself, but also because the company and brand share the same values with consumers.

Sometimes, what you buy can, to a large extent, explain who you are.

Alex Panos, managing director of TSG consumer investment company, USA