Shenzhen Women'S Wear Goes To The Next Ten Years &Nbsp; Fashion Value Chain Extends To The International Market.

Dialogue guests

CCTV brand consultant and famous brand strategy expert Li Guangdou

Li Feiyue, chairman of Shenzhen blue wardrobe dress Co., Ltd.

Xu Qianhui, deputy general manager of Beijing Fashion Plaza, Taiwan Sheng Sheng Sheng Group

In July 9th, the Tenth China (Shenzhen) international brand clothing and apparel trade fair and the 2010 Shenzhen international textile fabrics and Accessories Expo opened second days. The "BBLLUUEE pink wardrobe" Chinese department store (Shenzhen) forum was held in Shenzhen Convention and Exhibition Center.

The China Department Store (Shenzhen) forum, which aims to better promote the docking between Shenzhen women's clothing brands and department stores and better promote the win-win situation between Shenzhen women's clothing brands and department stores, is held for the fourth time this year. The theme of this forum is "win win of department store and fashion brand". The forum is co sponsored by China clothing press and Shenzhen garment industry association. Managers and merchants purchasing managers from more than 100 department stores in Beijing, Shanghai, Tianjin, Nanjing, Harbin, Changchun, Shijiazhuang, Wuhan, Hohhot and other important commercial cities participated in this forum.

Li Guangdou, CCTV brand consultant and famous brand strategy expert, delivered a speech on the theme of "brand strategy and marketing innovation -- the brand survival way of China's department stores" at the forum. Xu Qianhui, deputy general manager of Beijing Fashion Plaza, Taiwan's Sun Sheng Sheng group, combined with the management ideas and ideas of Beijing station Fashion Plaza, analyzed the latest business ideas of Taiwan department store in the aspects of brand marketing and commodity combination. Li Feiyue, chairman of Shenzhen powder blue wardrobe dress Co., Ltd., as the representative of brand suppliers, analyzed the new market changes and new development trends of the Shenzhen women's clothing industry in the post crisis era.

The issue of how retailers and brands can better achieve win-win results has attracted much attention. Especially in the post crisis era, it highlights new values.

As the head of the organizers said, at present, no matter the unprecedented acceleration of the brand adjustment of excellent department stores, or the contention of new commercial real estate in joining the resources of excellent clothing brands, all department stores feel that they must better join hands with a number of excellent clothing brands in the country and seek win-win results, so as to get more lucrative profits.

As a matter of fact, many department stores have already realized that although the operation of the international brand is conducive to improving the brand image, the profit margins are limited. To really bring overall profits to department stores, we still have to rely on a number of excellent local brands, especially women's clothing brands.

The crisis has led to the integration of women's clothing in Shenzhen.

Li Feiyue: from 1995 to 1999, the peak period of Shenzhen women's wear brand entrepreneurship. Many famous brands were established in that time. The brand created during this period also forms a solid foundation for Shenzhen women's wear today, and they are still developing steadily.

2000 to 2004 is the spanformation period of the development of Shenzhen women's clothing brand. After the peak of the business, a large number of Shenzhen women's wear brands still remain in the obscure wholesale market stage, including many of the high-end brands that we know today are starting from the wholesale market, and a few strong learning brands have begun to spanform to high-end brands after their original accumulation.

Since 2005, the whole country has entered the stage of industrial spanformation, and the industrial spanformation started in Shenzhen. In 2008, the global financial crisis, Shenzhen women's clothing no longer appeared the peak of entrepreneurship. The opportunity for the development of Shenzhen women's wear was gone forever. At this time, Shenzhen women's clothing entered the period of integration and differentiation. This stage embodies two typical characteristics: first, the sharp decline of the new brand's entrepreneurship, and the successful brand must have vitality; two, the disappearance of the brand and the strong growth of the brand, the steady growth of the brand with strong learning ability, and the beginning of diversification and multi brand development. In the first ten years, the women's clothing brand in Shenzhen has been 30% or more fading out of the market at this stage. I often hear the Department Store colleagues ask me, why do so many brands of Shenzhen fall suddenly without any sign? I have been thinking about this problem. From the present perspective, there are three kinds of women's clothing brands in Shenzhen: one is the spanformation of garment processing enterprises, the other is brand designers, and three is the professional managers who understand clothing marketing after 2000.

With the gradual maturity of Shenzhen women's clothing brand, the industry has already deposited a number of comprehensive talents. If a designer understands management and understands marketing, it will be easy to succeed. If the professional manager or clothing agent of clothing marketing industry understands design and management, it will develop faster.

Retail and branding face new competition {page_break}

Li Guangdou: the development in the first 30 years of China's reform and opening up mainly depends on the advantages of low labor cost and low cost of production factors, but in the next 30 years, all factors that will depend on China's growth will fundamentally change. China's labor costs are getting higher and higher. Taking Shanghai's population model as an example, 10 years later, there will be an elderly person over 60 years old in every 3 people in Shanghai. In 20 years, there will be 60 elderly people in every 2 people in Shanghai. The way of consumption growth will be gone forever. Shenzhen, Guangzhou and other manufacturing giants are in spanition. China's manufacturing industry will enter a high cost era, and the traditional price war will not continue. Therefore, upgrading China's brand capability will become a way out.

I have been asking a question, what is the essence of the clothing industry? Many people say that they are fabrics, because the domestic fabrics are not as good as Italy and not as good as Korea. But I concluded that the essence of the clothing industry is two words - fashion. China does not lack brand, but it lacks fashion brands. Many foreign brands are old brands, but sales in China are unpopular because the brands are very fashionable. What kind of era is this? It is a fast fashion era, and the speed of consumption change is amazing. The prevalence is not popular now, or even popular. When many clothing brands are ordering two times a year, ZARA wants to order weekly. It has 12 thousand models of clothing every year, and these 12 thousand are selected from 40 thousand garments.

Li Feiyue: after the financial crisis in 2008 and 2009, the brand of Shenzhen women's clothing began to appear new characteristics. Brands or department stores are most concerned about how consumers change. We are changing, and consumers are changing. Before 2008, consumers faced brand blindness. Now consumers face a rational and pragmatic attitude towards the consumption of clothing brands. Nowadays, consumers' loyalty to clothing brands is getting lower and lower. The consumption of clothing brands has shifted to the stage of combination of practicality, fashion and brand.

Xu Qianhui: in the past, the distribution of floors in department stores was based on age. What people needed directly went to the floor. Now the department store is a form of life, and life forms need to meet the "five senses". In the past, people entered a store because they needed something. Now entering a store is a show of expression and a feeling of difference. The department store industry is a very fashionable industry, which does not sell old things. All new products are developed from the proposal of freshness.

Brand inspection in department stores and 5 year inspection period

Li Feiyue: many department stores pay much attention to the inspection period of 5 years when they visit the brand. From the data I saw, I found that many private enterprises in China could not exceed 5 years, and faced with the bottleneck that could not be crossed in the past 5 years for Shenzhen's young brands.

I have made statistics on the development stage and development stage of the women's clothing brand which has done well in Shenzhen over the past decade. In the start-up stage, if there is no capital bottleneck, it is easy to break through the sales scale from 10 million yuan to 30 million yuan; in the two stage, to the third years of entrepreneurship is the most vulnerable problem for women's clothing enterprises in Shenzhen, which is closely related to the state of entrepreneurship in Shenzhen. At this stage, if the owner's management experience can break through and achieve team management, process management and institutional management, sales will span 30 million yuan to 50 million yuan, and fifth years of entrepreneurship will be a threshold. In the fifth year, a profitable and dream brand wanted to develop at a high speed. At this time, the new question was whether anyone was going to execute it. If there is no implementation, the bottleneck of talent will appear, and if someone executes, if the bottleneck of talents is broken, sales will quickly cross 50 million to 100 million yuan.

After this stage, the brand has basically completed its original accumulation, and the brand that continues to cherish the dream has entered the upgrading stage. In the promotion stage, relying on money is not enough, and it is difficult to rely on others. This stage tests everyone's creativity and innovation ability. Clothing is a multi class art, if we can integrate other comprehensive art and clothing, creativity will easily break through, so that it will quickly enter the development stage of 100 million yuan to 300 million yuan.

And after breaking through management bottlenecks, talent bottlenecks and creative bottlenecks, tenth years later, many brands in Shenzhen are doing creative work for 10 years and fashion for 10 years, but at present, there is not much that really crosses this threshold.

We heard a lot of information in the first two years, and many brands either abandoned or sold them in 10 years. Because, on the threshold of tenth years, there will be a team bottleneck that is hard to overcome. The boss's ability and high-level ability go up, but if the team's capability is not up to the same level, it is still difficult to surmount. Therefore, the women's clothing brand in Shenzhen is 1~3 billion yuan and 3~5 billion yuan, but not much more. Those brands that sell to 600 million, 800 million or 1 billion yuan are also able to cross the bottleneck of the team. At this point, they enter the two stage of development.

New trends in department stores

Li Guangdou: in the past, department stores were the landmarks of every city, and must enter the most prosperous areas of the city. But at present, the department store industry is undergoing great differentiation. In the process of differentiation, many landmark department stores began to go downhill, and some new department stores appeared. Before that, department stores also occupied the main position of commercial circulation, but now China's commercial channels are becoming more and more diversified.

Xu Qianhui: Beijing station department store is a new hundred store in Taipei. It is located in the rear area of Taipei station. This is a declining area and an old business circle, but the Taipei government proposes to spanform the old business circle. Considering the proximity of Taipei railway station and the distribution of numerous and disorderly passenger stations, we have positioned it as a department with traffic as the center. On this basis, Beijing station general store put its foothold on the "five Iron Co Construction".

Beijing station general store takes the "food and clothing fun tour" as the main target, positioning the age group as 18~40 years old. At the same time, in the differentiation of women's clothing brand, our practice is: since Beijing station is a new department store, we will link the fashionable department store with Beijing station and develop its own brand. Our designer brand is outstanding in Taiwan's own designers, and is now the main product of Beijing station. The maximum number of flat we give them is not the size of the area, but the maximum number of economic benefits that can be generated.

Seeking win-win thinking

Li Feiyue: in such a post crisis era and a new consumption era, the characteristics of consumers in 5 years as a growth cycle are very obvious. For example, 25 year old consumers and 30 year old consumers are quite different in fashion demand, and there is a great difference between purchase psychology and brand judgment. It is becoming increasingly unrealistic to make a women's clothing brand hope to lock in the loyalty of brand customers. Therefore, what brands need to do is to study the needs of customers in the new consumption era, and quickly adjust the brand's positioning to meet the needs of customers. This positioning may need to be adjusted at the rate of 10%~20% per year.

In addition to studying the changes in demand for fast fashion among female consumers, we also need to study diversified needs in the process of consumer growth. The diversification of customers will inevitably lead to brand diversification. In the new consumption era, customers are trying to diversify their inherent styles.

As a clothing brand, we need to understand the law of the development of the clothing industry, and we need to make long-term observations on the changes in consumers' purchase and psychological needs. The dislocation development of multi brands has become an effective way to expand the market share of women's clothing brand in the new consumption era. The diversified clothing demand of consumers can not be satisfied by single brand. Shenzhen's excellent women's clothing brand, including powder blue, has started the dislocation development of many brands. In the new consumption era, the process of understanding consumer fashion is bound to be accompanied by diversified attempts. At the same time, the new consumption era also needs the long-term training of women's clothing brands.

Li Guangdou: in the future, no matter whether we are making a department store or a clothing brand, we must keep pace with the times. We can no longer manage our present business according to our previous ideas. There is no saturated mentality, only saturated market, the market can be light, but the mentality can not be weak. In the future, the marketing value of enterprises should be spanformed from the idea of "shepherding sheep" to "intensive farming". From this point of view, no matter department store or brand name, do not try to sell products to everyone, customers must be subdivided. In addition, the ability of the enterprise to control the terminal should be improved and the terminal should not be allowed. At the same time, we need to innovate channels, focus on brand service and value-added services.

This newspaper jointly joined the Shenzhen Apparel Association to build a platform for communication between brands and agents.

Relationship between brand and agent

Opening up new ideas for regional market in the era of crisis

On the afternoon of July 9th, hosted by the Shenzhen apparel industry association and China fashion press, the 2010 "BBLLUUEE pink" excellent clothing agency conference was held in Shenzhen Convention and Exhibition Center, Shenzhen. As one of the core activities of the China (Shenzhen) clothing and apparel fair, the summit takes the theme of "the new regional market thinking in the post crisis era" as the theme. The clothing agents, brand dealers, shopping malls representatives, experts and professors and industry leaders from all over the country gather around the 2010 China economic situation, regional agent orientation and regional expansion.

Every agent can be a successful take-off from a low point.

Key words: mutual trust, partner program, big client support, joint alliance, potential customer training

Li Feiyue, chairman of Shenzhen blue wardrobe dress Co., Ltd.

From the 12 people who started business 4 years ago to the "maternal body" with more than 560 employees and two main brands today, the pink team has always been a team with "dreams and hard work". From the role spanformation of agents to brand dealers, the past 10 years have revealed to themselves that there are wings with dreams and take-off starts from the bottom. There are many agents that are far stronger than those who started acting as agents at the beginning of the year. There are 27 Direct stores and more than 30 customers at most, and now many agents are far beyond that level. I have been a agent for 6 years and a brand dealer for 4 years. I deeply understand some difficulties in agent management and taste the sour and sweet taste of brands. Therefore, I can understand the brand on behalf of the agent, and also can understand the agent on behalf of the brand, and try to find a better mode to win the win-win situation between the agent and the brand.

11 years ago, I embarked on the road of developing garment industry without hesitation. In 2000, I owned the first exclusive store. In May 2006, he came to Shenzhen with the passion and dream of entrepreneurship. In 2007, he experienced a difficult period of development. In 2008, the global financial crisis brought about a special period full of opportunities and challenges. In this year, the brand promotion strategy of combining media and exhibitions was launched, and the spanition period passed smoothly, achieving a rapid growth of 152% throughout the year. In early 2009, CHIC decided to participate in the exhibition of less than 3 years.

As shops continue to grow and sales continue to grow, some growth problems also arise. Therefore, starting from 2009, the number of stores controlled by powder blue slowed down the pace of development and started the 3 year upgrading plan. The management of a brand to 3 years is a bottleneck. Therefore, in 2009, efforts were made to establish and improve various departments and rationalization of various processes. In 2010, we raised details, including details of product design, details of store image, details of marketing strategy and so on. Next, we will achieve further upgrading through design creativity, image creativity, marketing innovation and management innovation.

The relationship between brands and agents is something we have always wanted to communicate with. The reality is that there is a lack of understanding and lack of communication between agents and branding, especially the mutual prevention. In fact, for most brands, the market of the whole country is very large. Some brands are far from being able to make such a big market. A company must develop a linkage with agents if it wants to develop well. I am also reflecting on how to reach a consensus with franchisees and agents so that franchisees can see that brands are not simply demanding, and brands can not leave agents.

At present, there are several modes of cooperation in the growth of pink and franchisees.

One is exploring the "partner scheme" mode: if we open a store to calculate 200 thousand yuan, then a shopping guide can invest 10 thousand yuan to become our partner, he is our own brand.

Another is the mode of Joint Alliance. We are discussing whether there are three or five very good customers to join in the alliance. If we are good enough, the negotiation is win-win. Our understanding of the big customer plan is from the beginning of the battalion, from the cross region and from the joint.

Brand manufacturers should attach importance to the selection and potential training of excellent customers. As I was an inexperienced and incompetent agent, I am very grateful to the brand of that time. It gave me so much support when I had no money and no experience. So I have been looking for sincere, hard working and willing potential customers, who will eventually grow into excellent customers, and excellent customers will also grow into big customers.

Beginning with understanding the trend of economy

Key words: scarcity, high added value, loyalty, Western opportunities, and data.

Han Xiuyun, Professor of Tsinghua University

We must make ourselves a "scarcity" as a subject to succeed. Although there are many brands, but in the end, we can build ourselves into scarce brands, and the future brand value will be great.

For the clothing industry, the economic situation at home and abroad is now affecting the development of China's clothing industry. IMF has just made a prediction that the global economy will grow by 4.5% this year, only 1% last year. This is a good news for the clothing industry. Among the three carriages of China's economy, the clothing industry belongs to the category of stimulating consumption. So we have to look at the price index, the interest rate of the deposit rises, the interest rate of the loan rises, and if the loan interest rate rises, will your profit decrease?

One of the major factors that affect the garment industry is interest rate increase and RMB appreciation. After the outbreak of the financial crisis, I made a lot of investigations. The OEM enterprises in China's clothing industry had great difficulties, and foreign orders were decreasing. When they went to Tsinghua University for training, I asked them that their profits were around 30%. So we must make our own brand, besides the market of our 1 billion 300 million population, there is also the western market.

We must attach importance to the consumer's awareness of the brand, that is, to cultivate customer loyalty. When he chooses you, he will never choose another person. This is very important, regardless of whether the branding and agents should do this. After the prosperity of Chinese people, the demand for luxury goods is increasing. All the luxury goods in the world are seen to China, and the market is too big, including luxury cars and designer clothes. Once the living standard of the Chinese people has been raised, the number of the middle class needs to increase. Therefore, after the financial tsunami, the garment industry must be prepared to make high value-added clothing and avoid the risk of RMB appreciation.

In 2009, China's economy has gone out of the V shape. This year is the first and the lowest, and the Chinese economy will not bottom out for the two time. Two days ago, we held a conference on "the western development". Let the western development drive the next round of economic growth.

Monetary policy must depend on CPI. If you buy this basket of vegetables this month, do you buy more or less the same money? Pay attention to the price index and pay attention to the change of interest rate and exchange rate, because it directly affects the amount of money you have in your pocket. We have room for growth for 20 years. If you want to be an agent, a brand name, and want a company to do well, we must pay attention to the macroeconomic trend and pay attention to the trend of the world economy. While we seize the opportunity, we should not forget to avoid risks.

Transformation of business models that must be directly faced by agents

Key words: business opportunities and crises, agents' corporatization operation, channel flattening trend, and regional agent orientation.

Zhu Wenxin, chief management consultant of China Research International

"All big businesses start with small businesses". I like them very much. The key difference between the size of a business is not the amount of money, the level of education, nor the difference in the area of operation. It depends on whether it has the vision, the mind, the courage, the strategy and the foresight to do business in a small business. {page_break}

Recently, we have been discussing the "spanformation of business models that must be directly faced by the general agent" and "thinking of general agent direct operation". First look at a few problems, which is also a concern of branding companies in recent years. Our team is growing and strong, brand and products are getting better and better, the design style is constantly strengthened, and even cooperate with foreign designers. But oddly, why does the turnover grow? It was easy for the brand to go from tens of millions to hundreds of millions of dollars. What is the reason why we can't linger now?

First, send three sentences: honestly review the past, seriously plan the present, act and practice the future.

Then analyze the next business opportunities and crisis of general agents. It comes down to five aspects: first, the cost pressure brought by labor law; second, asymmetric competition caused by tax regulations; third, RMB appreciation leads to export to domestic trade; fourth, a large number of two or three lines of foreign brands enter; fifth, domestic brand operation and management become increasingly mature.

When manufacturers become more and more powerful, more and more professional, and talents are becoming more and more specialized, what will happen when the management level is higher and higher?

With the increase of cost and fierce competition, two things will happen in order to survive. First, the higher the cost, the lower the profit. And when the external competition is becoming more and more intense, Brand Company will raise the price in order to win the living space. For some tension and influential brands, there is no problem for the brand that has tension and influence, and consumers will go away if the price is rising and the price is not strong enough.

When there is no support, another thing happens, that is, the channel is flat. How to flatten? Now more and more points to join, or two tier agent system more and more? The answer is the former. Most of them used to be two tier systems, and now there are more and more dots, especially in Shenzhen and Shanghai. Why? Because the two places in Shanghai and Shenzhen are relatively concentrated, which has led to the leading level of management of these Brand Company than other places. Therefore, after the strengthening of the internal system construction and control capabilities, the channel has been flatten down gradually.

Therefore, the general agent should know what is the core competitiveness of the company? This is not the case. If we don't do corporatization, do not do brand promotion, do not do brand communication, do not do franchisee system maintenance, do not do franchisee support, just move goods to the province, and then move from the province to the store. If that's the case, it's too easy to make money. So where does the general agent go from here?

To see if the surrounding brands are being incorporated? What agents should be asked to do? What preparations should I make? I want to say that business opportunities and crises will always co-exist. "I am greedy when others are afraid, and I am afraid when others are greedy". This is Buffett's famous saying about making money. What is fear? There is a crisis. But there must be business opportunities behind the crisis. If you are well prepared and promoted by company these years, your Expansion Department will be more powerful than the manufacturers. Your customer center is more complete than your manufacturers. Your planning department is more innovative than the manufacturers. Your supervision is more powerful than the manufacturers. As a result, no one can move you. In three or five years, manufacturers will surely get rid of agents who do not grow, do not advance or lag behind, and will also give greater opportunities to excellent agents. Therefore, in the past few years, we will see "general agent of two provinces" and "governor of three provinces". The future general agent will enter the general agent in the north of the Yangtze River, and there will be a national general agent within 5 years, because its corporate operation level is high enough to create a set of systems and models, so that the system can be continuously copied.

Many middlemen are very worried: according to this statement, manufacturers should not accept me? Please note that the network is flat and the chain is very long, where the flat starts to flat, so that the manufacturers should start with flat channels or start flat channels themselves. Does the flat start of the manufacturer start from the general agent? Where does the general agency channel become flat?

Why do we have to open a direct store? Please take a look at the general agent of the top brands. There are more and more direct outlets. The answer is more. Now the general agent is doing well, the more and more direct outlets, the larger and larger the direct shops, and the more and more funds invested. Why did people not want to go straight to camp before, and now they rush to do it? Because there are several reasons for doing direct business.

One is safety. On the one hand, the more the direct outlets of the first tier agents are opened, the less likely it is to be incorporated by Brand Company. The more direct distributors are, the harder it will be for manufacturers to incorporate them. On the other hand, it will not be controlled by franchisees.

The two is data control. Different from the franchisees, there are 30% direct outlets in the total, sending sales reports and sales analysis to the direct marketing manager everyday. The manager will analyze the data to the relevant departments and make decisions immediately.

The three is to facilitate stock sale. This is easier to understand.

The four is the establishment of the system. The general agent operation system and the retail operation system are completely different.

Five, direct shops can be training bases. Once the battalion store is ready, all franchisees will be there for a few days to see how to open the morning meeting, how to read the report forms, how to do the commodity analysis, and how to train.

The six is talent pool. Direct stores can be used as the hematopoietic system of enterprises. They are promoted from shop assistants and assistant assistants, from supervision to regional managers, and regional managers to join managers.

The seven is high profits. If your direct store accounts for 30% of the stores, you will find that profits may match the profits of the 70% franchisees. On the day when 30% of the outlets are healthy, there must be a strong desire in your heart to make the camp 50%. When you achieve 50%, if you are not in a hurry to go public, you will not be short of funds. You will want to incorporate all the stores into full direct operation. Then you will master the entire retail system and operation system.

The 7 reason is that many brand dealers and first class agents have reconsidered the establishment of direct operation system and the strategy of regional agent placement.