Dongguan Clothing "Northern Expedition" Strategy

Last Thursday, Dongguan brand clothing and accessories (Hefei) Fair Opened in Hefei. As a pillar industry in Dongguan, the apparel and apparel industry has taken a collective look at the hinterland of China and is eager to compete for the huge domestic clothing market. This means that Dongguan garment industry After the financial crisis. Northern Expedition Clarion call.

However, Dongguan garment industry, which is accustomed to the export production and sales mode, is good at "external operations". Moving to the mainland market With little experience, standing firmly on the market and positioning the products in the northern market will be a new challenge for Dongguan's clothing industry.

　 Building a store is essential.

As a pioneer product, product quality and after-sales service must be cultivated in detail before it can open the unknown market. At the same time, if we want to enter the market in large scale, we can collect first-hand market information and accumulate loyal consumer groups.

In the post financial crisis era, "domestic sales" and "walking on two legs" are hot terms in Dongguan's clothing industry. The Hefei exhibition, strictly speaking, is a collective Northern Expedition of Dongguan's clothing industry. Earlier, some of the pioneers of domestic clothing in Dongguan went deep into the front line and opened up a small stable market.

Undoubtedly, it is undoubtedly a good soldier to play the role of "Northern Expedition" in Dongguan clothing. With the help of some influential fist products, taking the way of individual combat to take root and gradually developing the clothing market, this is a mode of Northern Expedition of Dongguan brand clothing.

"At the beginning of this year, we opened a" Guang Wei dress "direct shop in Hefei, and began to contact with local businessmen and citizens, and gradually formed a brand of influence and radiation. Xie Dahui, deputy general manager of Guang Wei garment factory, said that because "light prestige Western-style clothes" has already had certain influence in Dongguan and other coastal areas, Hefei has also formed a certain brand influence. Xie Dahui's idea is that on the basis of this, with the help of its brand's radiation effect, other costumes and products of Guang Wei clothing will gradually melt into their mind.

"In the early days, we did not expect the outlets to make much money for the company. We only need to do well in the quality and after-sales service of the products, so that the brand of" Guang Wei dress "has a fixed number of loyal consumers in Hefei and has a certain brand effect. This is enough. Xie Dahui believes that as a pioneer product, product quality and after-sales service must be cultivated in detail before it can open the unknown market. At the same time, if we want to enter the market in large scale, we can collect first-hand market information and accumulate loyal consumer groups.

However, small pig, YISHION, and frontline front-line products have relatively complete structure, and naturally do not worry about distributors or agents.

Search for clothing, including the "frontline" brand, said Miss Wu, head of marketing department. At present, there are more than 80 stores in Anhui, and 5 franchised stores in Hefei.

However, the woollen enterprises with relatively concentrated product varieties face relatively few clothing varieties, resulting in some agents failing to get the favor. However, Chen Song, director of Dongguan fine garments Co., Ltd. has its own way of recruiting and disassembling.

"We have begun to talk with several large high-end supermarkets in Hefei, and we hope to set up our exclusive store on the high-end clothing monopoly market. Then, we will form and expand the influence of the wool brand of our company through franchised stores. Chen Song said that through the cooperation with high-end clothing stores, the brand effect of Dongguan clothing products in Hefei and other markets is a good choice.

The collective "Northern Expedition" of Dongguan's clothing industry should be firmly foothold.

It is understood that Dongguan garment enterprises recovering from the financial crisis have chosen to cooperate with high-end shopping malls, opening a store in the high-end clothing stores such as WAL-MART and Tianhong in the mainland, which only cost about 50 thousand yuan for decoration, which is not a big problem for the vast majority of Dongguan garment enterprises. It is only about 200 thousand yuan to set up a exclusive store alone. {page_break}

Developing high-end brand lines

In order to successfully develop the northern market, the key to Dongguan clothing enterprises is the positioning of products.

"Owning one's own brand" is the most emphasized word in the northern market. A few of the representatives of Dongguan clothing brand, such as pig's banner and light Wei suit, are among them.

"We don't make other brands. We only operate" Guang Wei dress ". Moreover, we only do high-end clothing, and low-end suits are long gone. " Xie Dahui told reporters that the impact of the financial crisis on the sales volume of the company is very large, but after the financial crisis, the company's business and orders are gradually recovering.

"If you don't make the brand, do not take the middle and high-end route, you can only circle in Dongguan, you can't go out, and you can't earn a few money." Xie Dahui said.

There are quite a few Dongguan counterparts who share the same view with Xie Dahui. Carrying the banner of the brand into the northern market has become a widely accepted view of the clothing industry in Dongguan.

"If the industry is not promoted as soon as possible, Dongguan's clothing industry will face a comprehensive reshuffle. Therefore, I think the clothing industry in Dongguan must take the road of brand. The chairman of the clothing industry in Dongguan, told reporters that "in the foreign trade market, we do not match the famous brands of Italy, France and other Western European countries. But the domestic brand clothing market is still growing. Dongguan can seize this opportunity."

"As the capital city of Hefei Province, Anhui will surely get better and better in the future, and the consumption level of Hefei residents will definitely be higher and higher. For the consumption capacity of medium and high grade clothing, it will naturally rise with the increase of income level. Xie Dahui is optimistic about the high-end clothing market in Hefei, and is an important theoretical support for his determination to set up a franchise store in Hefei.

In the post financial crisis era, under the background of industrial transfer and western development strategy, the northern market, including Hefei, is generally favored by Dongguan's clothing industry.

According to statistics, there are 3 well-known trademarks in China, 4 famous brand products in China and 29 famous brand names in Dongguan Province in the field of clothing production in Guangdong. Among them, Humen Town, known as the "famous town of Chinese clothing", brings together many brands of clothing, including YISHION, pine hawk, fox fairy and tiger tiger, and more than 5000 registered trademarks of clothing. The emergence of a powerful industrial cluster has created the market structure of Dongguan's clothing, which is "not only bright stars, but also bright moon". The emergence of Dongguan's brand clothing has made Dongguan's collective confidence in the northern expedition.

"The cost of opening a franchise store is not much, the key is to see the product style, quality and after-sales service." Xie Dahui said, in terms of product quality and style, Dongguan relies on the design capability of long-term export sales, and will never lose to Jiangsu and Zhejiang clothing enterprises, and the service system in the South has a great advantage over other places.

Xie Dahui believes that the key to the successful development of the northern market of Dongguan clothing enterprises is the positioning of the products. {page_break}

　　 Advantage design ability is higher than opponent.

"The biggest advantage of Dongguan's clothing enterprises relative to Jiangsu and Zhejiang is that most of our enterprises have their own brands and their own design teams after the financial crisis. Our design ability has relatively great advantages. "

The northern market is not for Dongguan's clothing. The clothing enterprises in Jiangsu and Zhejiang are already eyeing this fat meat.

"Compared to Dongguan and coastal areas, there are not many styles of clothing in the Hefei market, and many styles and designs are rather old and not fashionable enough." After analysis and research, Ye Zhaoliang, director of Dongguan Shengtai knitting and Garment Making Co., Ltd. found that the acceptance of Hefei's fashionable clothing is generally not as fast as that of Guangdong, Fujian and other coastal areas. "Of course, some people like fashion clothes, but they are not very popular. We should vigorously publicize and nurture the awareness of this trend among the mainland residents.

In addition, in the collective "Northern Expedition" of Dongguan's clothing industry, Zhong Daguang, general manager of Zhongda knitting garments Co., Ltd. of Dongguan, also found that some wholesalers and distributors in Hefei favor more of Dongguan garment manufacturers with their own brands and styles covered by various classes and types.

"The clothing manufacturers they hope to find are not only able to make sweaters and trousers, but also to develop and produce hats, shoes and socks. They need manufacturers with a wide range of clothing products. " Zhong Daguang said.

"Compared to Jiangsu and Zhejiang clothing enterprises, Dongguan's clothing enterprises do not have geographical advantages, but it does not mean that Dongguan will lose to the Jiangsu and Zhejiang clothing enterprises in this round of" Northern Expedition ". Tang Derong, chairman of Dongguan Tiya Knitting Fashion Co., Ltd. believes that the garment enterprises in Dongguan, as the forefront of China's export clothing, have greater advantages in fashion design and fashion trend than the garment enterprises in Jiangsu and Zhejiang provinces. Dongguan clothing means "foreign moon", not only designing foreign style, but also using materials and quality.

The most striking example is that YISHION, the representative of Dongguan fashion apparel, has opened more than 4000 stores in the world and has 14 garment factories. The design department has focused on over 500 professional designers from Europe, the United States, Japan, Korea, mainland China and Hongkong.

"The biggest advantage of Dongguan's clothing enterprises relative to Jiangsu and Zhejiang is that most of our enterprises have their own brands and their own design teams after the financial crisis. Our design ability has relatively great advantages. " Tang Derong said with confidence.