2010 The Way To Improve Clothing In China

In the course of future development, we need to build the overall competitiveness, including products, culture, management, services, logistics and so on.

In recent ten years, China's clothing brand has developed very rapidly, showing a pattern of letting flowers bloom. There are some popular brands with relatively large sales volume, and some personalized brands originate from designers, creative and precise positioning, and the development of Chinese clothing brands is becoming more and more international.

All along, Chinese clothing brands are exploring their own development through studying foreign brands. In the process of learning, many brands start from the manufacturing industry, and gradually turn to do their own brands. Many of them directly cut into the circulation channels of the market, playing their own brands, and many designers create their own brands through their own creative and artistic vision.

In fact, the development of foreign brands has gone the same way. Chinese clothing brands need to catch up with others for decades or more than a hundred years with less time.

At present, China has become an important market for international brand competition. In this fierce competition market, we have to think about what kind of capabilities we can participate in to international competition. Where is our competitiveness?

In the past, Chinese clothing brands quickly occupied the market by one specialty, and won some consumers. No matter how to make a jacket, make a suit, make a shirt, make a pair of trousers and trousers, they are usually developed by a single category.

The development of foreign products is also the same. They pay great attention to the quality and function of products. However, the survival and development of clothing brands can no longer rely solely on unilateral advantages.

In recent years, with the support of information technology, the competitiveness of foreign brands has formed a system. This is a planned and planned group combat system. Not only the quality of products is good, but also the methods of brand promotion. At the same time, management means should also keep pace with brand reaction. Therefore, Chinese clothing brands will face the competition of international brands with comprehensive strength in the future.

Is it possible to compete with others? Can we stand up to the last line of defense? It enables us to use local advantages to win over foreign brands, and even through such a platform to go global and enhance our comprehensive strength is imminent.

Of course, the improvement of comprehensive strength is not overnight.

Therefore, from the beginning of brand planning, we need to think from the brand positioning. In the end, what kind of consumer group do our products aim at? What is the channel corresponding to this different consumer group? Is it the form of department stores? Or is it the form of independently opening stores? Is it the form of large stores or the form of small shops?

Why do domestic consumers recognize and recognize international brands? Because these brands can usually tell him a set of history and a set of reasons. Some foreign brands often claim that they are making clothes for a royal someone. They have long been concerned about their social activities. For example, polo, cricket and so on. Every consumer group usually has a circle behind them. The way of life of this circle forms an important reason for brand culture to be narrated. At the same time, they insist on taking root in this field and persisting in serving the people of this level. Over the years, many years of intensive work have formed an important internal cultural gene of their brand. This cultural gene has become their core competitiveness.

Some brands in China, sponsoring the project today, sponsor the project tomorrow, often do not know why to sponsor it, only knowing that this project makes the brand exposure rate higher, I will sponsor it. Or when I cater to it, I want to ask a few spokesmen to flaunt it. The popularity has been opened. After that, I didn't think what to do behind the endorsement. This will test our understanding of the factors behind the process of cultural thinking.

These are foreign brands with history, but now there are some brands that are not precipitated. Cultural history But through a market understanding of consumer consumption characteristics, and then through effective organization system and design environment system, to achieve this consumer fashion chasing feeling. With the right price, fast reaction mechanism and good incentive system, the designer and the production, with the consumer terminal, and the image of the organic combination of a rapid competitiveness. This brand has developed rapidly and has swept the world.

In the course of future development, no matter how to choose their own brand in the form of culture, or choose a fast response way to get the high share of fashion, these two ways will continue to promote each other.

In the process of brand development, the brand first considers how to make people feel good about the brand. Besides the cultural style, the performance style of the enterprise may also be an important aspect of the brand. In foreign countries, social responsibility has been an important part of the enterprises that are going on and on. Because brand value is often a recognition of the level of corporate social responsibility. This kind of social responsibility includes not only charity, but also a way of life that you express, or life style values that lead social development. Therefore, how to create the image of the brand and the image of the enterprise is also a very important link.

Last year, during a study, one of the teachers talked about leadership. The key to the integrity of an enterprise is whether the composition of leadership can be formed. In the past, we may rely on personal responsibility and personal leadership charisma in the process of entrepreneurship, which may drive the development of enterprises. But the next stage of development is not to rely on individuals, but also to rely on the driving force of the organization to promote further development and competition of the whole enterprise.

Leadership consists of three components: culture, system building and execution. If a person in the company is very strong in culture and social interaction, another one is very professional in the aspects of system planning, design and construction, planning, building up the process, sorting out the process, and combing the fighting power, such as brand promotion, marketing management and channel management. If these three party leaders are formed, then the competitiveness of the enterprises should be very strong.

Therefore, in the course of future development, we must create Integration We should pay attention to the construction of supply chain system, the construction of management system and the construction of organization system. From start production to final sale, we must build up the system and apply it to information technology.

Now we ask for a quick response, a weekly shop, a new product, whether the new product is through the production of fast bill or shop and store turnover? The study of each store's sales ability is discount or promotion, or turn to the two level, three level sales system, these are some of the knowledge we are very lacking now. However, there is a lack of relevant professionals in China, and the larger the company, the more important the analysis system is.

In the process of commodity management, besides the positioning and style of products. This fashion can not be grasped sooner or later. It is not enough to have a good grasp of it. This involves the management of designers.

Enterprises need to let designers understand the habit of consumption from the perspective of consumers. At the same time, from the perspective of understanding the trend culture from the perspective of art, the information of culture and fashion is introduced to combine with the three.

At the same time, the incentive mechanism is used to mobilize the designer and the market. He must follow the brand positioning style, while also paying attention to brand marketing. So design management is now being studied, how to streamline it, and how to control the relationship between design management and the whole terminal.

We often talk about whether the boss does not believe in the designer or whether the designer has no market vision or that he has no market thinking ability. Designers tend to be more imaginative and more emotional. He can easily and emotionally judge what he wants to do. But the boss is more rational, at the same time, he also pays more attention to the performance of interests. The contradiction and reconciliation between them really need to reach a compromise with each other, so that the design of the product can be integrated with the needs of the market.

Now, at home Clothing brand The sales channels are diversifying. More and more franchised stores also have the way of "Shopping Mall". At the same time, we now see the growth of supermarkets, and different brands choose different terminal channels.

Management of channels: one is the management of distributors, the other is the management of consumers. Now the demand of consumers is very high. If you don't know where the consumers are, you can't exert yourself, especially in the Internet age. So the study of future consumer management and consumer model is also an important issue we are concerned about.

I used to say that there are only three hundred million people in the United States. How can I spend so many clothes in a year? Now I understand that it is because people's lifestyles are diversified, so that the clothing needs to match the way of life, so people wear more clothes.

China is in an era of integration and transformation, which will further differentiate in the future development. The overall development of clothing brand is in the process of every brand practice, and there is no unified and absolute "road" that everyone can copy. Every brand will use their practice to get out of their success.