The Innovative Footwear Of The Spinning And Weaving Industry Needs To Be Immediately Worn On The Feet.

In the afternoon of September 19th, the discussion on the innovation of textile and garment circulation mode was in full swing. Hundreds of entrepreneurs from the textile and garment industries came together.

In the OEM era, entrepreneurs relied on " Process cost "It's been full of money. There seems to be no need to consider what circulation is. But in the past, OEM's "meager profit" era has been fading away. The word "Circulation" can no longer be ignored by enterprises in globalization.

Channel innovation - based on consumer demand

How important is circulation to today's enterprises? Yang Zhao Hua It is believed that for the home textile industry, although the distribution channels have developed rapidly these years, they still lag behind the construction of clothing brand channels for more than 10 years. If the circulation channel construction is not innovative, the development of the whole industry will be restricted.

Yang Zhaohua believes that the continuous expansion of the domestic demand market requires enterprises to intensify their efforts in brand building and channel construction. Home textile industry has attached great importance to brand channel construction in recent years. "But for more than a decade, Home textiles What we are going to do is just traditional channels such as department stores, department stores, Direct stores and franchisees. Yang Zhaohua said that in 2009, the total output value of China's textile industry reached 978 billion yuan, of which 85% were domestic sales. And domestic marketing requires enterprises to do something in marketing channel construction.

Yang Zhaohua is right now. Consumer The purchase behavior was analyzed. He said, at present, consumers are very inconvenient to buy things. First tier cities buy bed products to go to department stores, buy towels to most supermarkets, buy Curtain Fabrics and go to the building materials market. Not being able to purchase one-stop shopping brings great inconvenience to consumers. "For example, when a new house is designed, we must go shopping and find that we are going all the way, or over budget, or things can not be bought. When all the hardships were bought, it was found that the home textile supplies purchased were different from the original idea, or were not in line with the designer's idea. Yang Zhaohua said, "how to make consumers buy all the products they need at one stop" lifestyle experience Museum "is a way to become a" point "of home textile channel innovation.

"The innovation of channel construction is based on meeting the needs of consumers." Yang Zhaohua said that channel construction should also take the road of differentiation, but no matter how differentiated, we should study the purchasing psychology and purchase demand of consumers. What we need here is not only the efforts of the channel providers, but also the products in the design, research and development, brand promotion and other links.

Channel layout - spreading the distribution network to the whole country

"Before 2015, our sales outlets will be expanded to 1500." Li Xuecheng, general manager of Limited by Share Ltd of China group, caused a little stir at the meeting.

Li Xuecheng has a plan for the construction of terminal retail channels. "In August 16th of this year, the group was listed on the main board of Shanghai, and shares rose 76% on the day of opening." Li Xuecheng said that this rally shows that the development momentum of Jihua Group is very good.

Li Xuecheng said that for a long time, the marketing mode of Jihua Group was mainly government procurement or group purchase, mainly for large customers. However, with the continuous growth of China's economy and the rapid improvement of the living standard of urban and rural residents, the China International Group began to turn its attention to the terminal consumer market and face the vast number of consumers.

The innovation of marketing mode needs to be matched with a series of innovations from production to design. Li Xuecheng said that the China group should turn from mass production to small batch and multi variety production through technology and management experience. Market positioning is outdoor products, the main brand is China outdoor products, and the two is the high-end customized products. The group has very good technical accumulation in these two aspects.

Another sales network covering the whole country is the well-known brand of towel "Jie Liya". Zhejiang Jie Li Ya Textile Group Co., Ltd. planning, by the end of 2010, the national terminal sales network to reach 80 thousand. Huang Hainan, assistant director of the board of directors of the group and director of brand operation, believes that stores are very important for domestic enterprises. The number of outlets indicates the market share of this brand. The second is the manifestation of the terminal image, which requires not only innovation but also the improvement of details. Huang Hainan introduced that towel products originally had no tag, but now towel enterprises have a tag, but Jie Liya put the brand LOGO on the tag, and put the tag into the shape of LOGO. Facts have proved that such details make the distinction between Jie Liya and other towels more obvious.

Huang said that in order to dredge channels, Hainan's most important concern is the innovation of the industrial chain. In August this year, he founded third brand industrial bases in the city of alar in Xinjiang. "The investment in Xinjiang is mainly to control cotton resources." Huang Hainan said that mastering resources would have a right to control cost control, so that there would be an initiative to link down the circulation.

Channel building -- the exemplary role of Haining Home Textile City {page_break}

Shen Guofu, chairman of China Hongda holding group, is a "set up" person. He spent 18 years building "Haining China Home Textile City", so that more than 2000 enterprises found a trade platform here. Some people questioned: Home Textile City as a trading platform, after 18 years of mature operation, what aspects can be innovative? Shen Guofu gave the answer.

Haining China Textile City was founded in 1992. As a service platform and a home textile product distribution base, its development is bound to be constantly improving and gradual. "The first is how to innovate in terms of service." Shen Guofu said, because the surrounding Tongxiang, Yuhang, Haining and other home textile origin, as a home textile city, we must establish brand in the service. Now the home textile city is divided into several zones, one is the raw material service area, the two is the display service area, and the three is the logistics service area. At the same time, through the Haining Home Textile Expo and other activities, continuously enhance the popularity and influence of the home textile city.

Shen Guofu said that the next main task is platform construction. The home textile city should introduce senior designers to promote the brand of Haining's home textile industry from the aspects of brand design and creative design.

Channel control - choose shoes that suit you.

Ding Hui, chairman of Limited by Share Ltd in Fujian, does not sell products and sells data. In 2000, the company opened its first clothing store and made its first five year plan in the same year. Up to now, there are thousands of retail outlets in the company. "In the process, we are selling data." Ding Hui said.

"All production and channels are for the market, and how to accurately judge the market demand is bound to be inseparable from data analysis." Ding Hui said that the clothing industry has been pursuing rapid response, but the wrong direction, the faster the faster the faster the death. Therefore, the basis of rapid response is the accurate judgement of the market and the deep analysis of consumer demand. Ding Hui emphasized that in the future market competition, the ability of data collection and analysis of terminal channels will determine the competitiveness of enterprises. The company has been implementing membership since 2001. Membership is not simply sending promotional messages to customers, but more importantly, by forming a large database of business behaviors, buying attitudes and buying goods, it can accurately judge the market trend through this database. "Therefore, from the very beginning, it was the distribution system, not the order meeting."

The market is always changing. No matter what mode of circulation, its ultimate goal is to dredge channels between products and consumers. The lessons learned can be said to be accumulated by the experience of many people in the industry. As the saying goes, shoes do not fit properly, only feet know. What kind of circulation mode is suitable for oneself, and only depends on the situation of the enterprise itself.