Jiang Hengjie: Small And Medium-Sized Brands Should Shift The Main Battlefield To The Two Or Three Line Cities.

In September 14th, Jiang Hengjie, executive vice president of China clothing association, held in Shishi China clothing association. garment accessories (costumes related enterprises) held a brilliant speech at the annual meeting of Specialized Committee and its general meeting to provide a tool for small and medium-sized garment enterprises in Shishi.

　　 middle-sized and small Clothing brand Don't go to the first tier cities to compete with the first line brands.

"The dominance of front-line brands in the first tier cities is unshakable and irreplaceable. If the small and medium-sized clothing brand wants to survive in the cracks and seek the maximum profit space, the main battlefield must be transferred to the two or three line city. Jiang Hengjie warned the small and medium-sized garment enterprises of Shishi.

The two or three tier cities are not as highly internationalized as Beijing, Shanghai, Guangzhou and other big cities. Their local characteristics are obvious, and the influence of the world trend is relatively small, and local residents have their own special interests. Jiang Hengjie said that the demand for products in China's two or three tier cities is more diversified, which puts forward more specific requirements for the subdivision of brand products, such as differences in version, style, color preferences and so on.

Jiang Hengjie said that for the shopping mall of the two or three tier cities, the main business of clothing has always been the top priority of investment promotion. Because two or three line shopping malls don't have much attraction for clothing first-line brands. In recent years, the clothing brands represented by "powerful bull", "seven wolves" and "YISHION" mainly focus on the construction of exclusive store system in each of the two or three line cities. The marketing support policy also focuses on the construction of exclusive stores, which, to a certain extent, inhibits the enthusiasm of the brand to enter the shopping mall.

According to him, for Two or three line city In terms of shopping malls, the business area is not very large, mostly from ten thousand square meters to twenty thousand square meters, so there is no need to introduce too many first-line brands. Because front-line clothing brands often ask for high prices and even require shopping malls to provide decoration, shopping malls often find it hard to make money on these brands in a short time. If we want to stipulate a brand proportion, it should be a 136 relationship, that is, 1/10 of the international and domestic first-line brands, 3/10 of the international and domestic second tier brands, and 3/10 of the international and domestic three line brands.

"In fact, the consumption form of two or three line cities is extremely active, which is the best space for the survival and development of small and medium-sized clothing brands." Jiang Hengjie analysis pointed out that for now, the central six provinces' consumption power is not fully explored. He said that with the introduction of the plan to promote the rise of the central region, the six provinces in the central region have obtained a very important development opportunity. Henan, Zhengzhou, Xingyang, Hubei, Wuhan, Xiangfan, Jujube, Anhui Hefei, Wangjiang, Hunan Hunan, Hunan, and so on, have a considerable scale of textile and garment industry foundation and mature professional market, fully stimulate consumption vitality, can bring unlimited business opportunities to agents. In particular, he pointed out that Hunan people are strongly receptive to the new trend, entertaining entertainment, and the emergence of a number of new cities such as Changsha, Xiangtan, Zhuzhou, Chenzhou and so on. The public began to recognize the brand and the consumption enthusiasm was mobilized.

In this regard, the analysis of the industry believes that small and medium-sized clothing brands to develop rapidly, on the basis of good quality, stable prices and innovative marketing, we must expand the consumer market and shift the positions to the two or three line cities. This is a wise move and a pressing matter of the moment. It has already reached the critical moment when it is imperative.

　　 Garment enterprises must achieve breakthroughs in "four modernizations"

China is recognized as a big clothing country in the world. The logo of "Made in China" has gone through five continents and four oceans. "But we are not yet a strong garment country." What is "a powerful country in clothing"? Jiang Hengjie believes that "clothing power" should have at least four characteristics:

First of all, we must occupy a leading position in the global apparel and textile industry chain, and we must achieve the global leading level in terms of scientific research level, technology level and industry standard.

Secondly, fashion culture must have the right of international discourse. To become a member of the world recognized fashion centers such as London, Milan, New York and Tokyo, establish a permanent fashion style rather than a flash in the pan.

Thirdly, the influence of clothing brand should be radiated around the world, creating a brand name that is recognized by the world. It can be conveyed to consumers through story, connotation and moving brand culture, and can become part of its memory.

Finally, we need to have a strong global market power to exert certain influence on the global market and further enhance our ability to resist risks.

To become a "strong garment country", the premise is that we must have a strong garment enterprise of a certain scale. At present, some garment enterprises including Shishi already have one of the four characteristics, but there is still a big gap from the "strong enterprises".

How can we become a "strong" garment enterprise? We must make breakthroughs with the help of "four modernizations".

We should vigorously develop the supply and marketing network, control the channels, enhance the value distribution ratio in the international value chain division of labor, achieve breakthroughs in the international status of the industry, increase investment in science and technology, improve the level of scientific research, achieve breakthroughs in scientific and technological innovation, carry out value innovation from product, channel, culture, service and other links, achieve breakthroughs in brand innovation capability, break the two yuan market structure of urban and rural areas, and the two yuan regional structure of coastal and inland areas, achieve integration or differentiation of division and linkage, and encourage enterprises to diversify their industries to achieve a breakthrough in industrial structure.

"This requires the boss of clothing enterprises to have the sense of" second pioneering work ". Jiang Hengjie believes that in the post crisis era, the survival of enterprises depends on seeking long-term and unforesight eyes and strategies, including Shishi clothing enterprises. Most of the garment enterprises in China are still at the low end of the value chain. The average R & D investment of the enterprises accounts for only 3 per cent of the total sales volume, and the overall quality of the workforce is not high, which directly leads to low productivity and lack of core competitiveness. In view of this, garment enterprises must first increase R & D efforts, promote the transformation of scientific research achievements into productive forces, and promote industrial revitalization with technological innovation. At the same time, we must steadily upgrade products, culture, channels and services to form the four elements of brand.

For the new round of development of the garment industry started in 2010, Jiang Hengjie pointed out that two yuan society is still a big environment. China is the largest producer and consumer of clothing itself. How to meet the huge domestic market demand is still the first thing that clothing enterprises should think about. At present, there are still a large number of large consumers in China's clothing industry, and lack of humanistic care and personalized design. We should further refine the consumer groups on the basis of national standards, so as to promote the integration and differentiation of labor division and linkage among enterprises, so as to achieve a breakthrough in industrial structure through diversification.