2010 Industry Trends Behind Brand Gains And Losses

Success is a milestone for successful people; failure is the epitaph of a loser. In the 2010, which was defined as the "Post Financial Crisis Era", although we can not jump to the conclusion, which enterprises will eventually enter the safety zone smoothly, we can see that more and more enterprises begin to shift from the traditional "closed innovation" to the "open innovation" in the Internet era, and more and more enterprises are looking for new breakthroughs.

　　
The 184 day Expo examination

　　
In the first World Expo in 1851, the Chinese merchants gave the gold medal of the poor quality of the silk packaging. Subsequently, this "Rongji Lake silk" not only became famous, but also gained the qualification of exemption from export to Britain, and huge international trade started.

　　
Through the experience and study of the Olympic Games, Chinese textile and garment enterprises have learned to make full use of the platform of the Expo to display the unique skills of the world. More than 30 textile and garment enterprises have obtained the franchise qualification in World Expo, covering clothing, accessories, hat products, home textiles and so on.

　　
According to the marketing plan of World Expo, Shanghai, the partners are divided into three levels: global partners, senior sponsors, and project sponsors. As a senior sponsor of Shanghai World Expo licensed production, Shanghai Jun Yao (Group) Co., Ltd. and Shanghai Xin Shi Ao Limited by Share Ltd are two of the most important eyeball businesses in the world's franchise field.

　　
The unknown Shanghai Xin Shi Ao Limited by Share Ltd is jointly established by 20 private enterprises in Shanghai textile industry and the related industries in the Yangtze River Delta region. In the world's franchise competition, the new world is proud of the way of joint marketing. Zhu Zhengping, chairman of Xin Shi Ao, analyzed that more than 20 small and medium sized enterprises with good qualifications constituted the new world proud company. Small and medium-sized enterprises have individual characteristics and distinctive features, and can actively and enrich the market. However, due to their limited strength, it is difficult for them to undertake big projects. Only by holding together can they share the big cake of the Expo.

　　
The World Expo private enterprise Hall of China is composed of 10 private enterprises. They are leading enterprises in various industries. Metersbonwe ranks among the representatives of the apparel industry. Zhou Chengjian, chairman and general manager of Limited by Share Ltd in Shanghai, said: "participation in the construction of World Expo's private enterprises Pavilion is due to two considerations. On the one hand, it is out of expectation of the current situation. We hope that it will have a chance to further consolidate the domestic market and move towards the world. On the other hand, we hope that we can play a positive role in promoting China's garment industry and become a part of the competition in the international market in the hope of future development in World Expo.

　　
It is not only an important participant and exhibitor of the "vitality matrix" of Shanghai World Expo private enterprise joint pavilion, but also a manufacturer and retailer of licensed products in World Expo. In addition, Mts. Bang Wei also provided special clothes for the staff of the Expo private enterprise hall, Pudong New Area World Expo volunteers, and made special media costumes.

　　
"From the second half of last year, the information gathered from Shanghai headquarters and North and South East and west regions shows that we will receive thousands of telephone calls and daily visits to nearly 100 visitors." The staff of the Shanghai headquarters of the United States said that they were responsible for joining the hotline. This also makes Zhou Chengjian's dream of "global tailoring" go further.

　　
China's textile and garment enterprises take part in the World Expo not only to value their huge commercial value, but also to understand the latest trends of the world's textile and clothing through the Expo, and to trade and collide with the world's textile and apparel counterparts at a higher technological level. Through these 184 days of actual combat exercises, how should local dress enterprises find the key points? In the face of problems such as long consumption and difficult realization, how should we choose more pertinent and ingenious ideas and methods? What kind of media will be chosen as carriers of communication?

　　
Is labor shortage normal or temporary?

　　
Just after the Spring Festival of 2010, a new round of labor shortage appeared again. Companies get together to rob people, factories pay wages to attract migrant workers, and even employers drive luxury cars to hire workers. This is another aspect of recent manufacturing industries in the Pearl River Delta region.

　　
Liu Deming, 30, has worked for 6 years in a garment factory in Zhongshan, Guangdong, and has been working in Guangdong for 12 years. In 12 years, his salary rose from the initial 800 yuan to now more than 2000 yuan. But they work for more than 10 hours a day. "Household registration, housing and children's school problems can not be solved. It's still hard for a person to stay here for a long time." He said.

　　
A Shenzhen entrepreneur has been sighing repeatedly after trying all kinds of tricks to get rid of people. What puzzles him most is that in the past, raising wages or increasing overtime pay can temporarily pull many people into the market. The aggravation of labor shortage is, to a large extent, derived from another change of business behind the "puzzling" of business owners, the evolution of labor structure.

　　
On the face of it, the recovery of economy and the rise of orders are the fuse for recruitment. But the underlying reason is that the era of cheap labor has gone for ever, and the decline of China's demographic dividend has become an inevitable trend. However, it is also the plaguing of labor shortage, so that more clothing enterprises are concerned about the application of energy-efficient equipment. In the middle of 2010, a large increase in the sales volume of sewing machines made by mechatronics equipment also provided an excellent opportunity for the development of the local sewing equipment industry.

　　
According to media reports on the shortage of migrant workers, Ma Jinfang, chairman of Limited by Share Ltd, has a more rational understanding: "simply relying on improving workers' wages can not fundamentally solve the problem of labor shortage. Instead, people will regard salary as the first criterion of choosing jobs." The wages of workers have been raised, which is not equal to the level of industry and the improvement of technology. And digging up people by increasing salaries will cause vicious competition among enterprises, and weaken the effective investment of enterprises in R & D and technology, and reduce the competitiveness of enterprises in the international arena.

　　
"Recruitment management work, college students sign up a lot, one day can be filled, but recruitment of excellent skilled workers, a week is also difficult to recruit." PR, a garment industry, is rather helpless. How to reverse the reluctance of college students to engage in technical work has been plaguing the development of the industry. "China, from a large garment country to a powerful garment country, cannot be separated from the two factors of technology and brand. To innovate in science and technology, researchers need to start from the front line, understand the whole process of production and find problems. Only in this way can we upgrade and improve the seemingly ordinary products. Students with higher education have strong receptivity and need to integrate with practice, so they need to know their own industry in a down-to-earth way. Ma Jinfang said.

　　
The integrated industrial chain

　　
"Compared with ZARA, the speed of pushing our style can also reach 7 days and 1 cycles. Apart from the history and scale of business, why can't we still compare with these ZARA and H&M giants? Fundamentally speaking, they are still relatively weak in the integration of industrial chains." The head of a clothing brand complained to reporters.

　　
"At present, the industrial chain integration of domestic textile and garment is carried out in a passive state. Most local enterprises are passively integrated according to the international brand rules and standards." Fu Guangwei, deputy director of China Textile Information Center, gave his own view on the confusion of entrepreneurs.

　　
Among many industrial sectors, the textile industry chain is the longest, extending from raw materials to the final consumer market, and there are many kinds of products, such as cotton, wool, silk, hemp and other raw materials. However, the development of the industry still can not get rid of the extensive mode characterized by quantity growth. At present, there are few direct Chinese suppliers participating in the global supply chain system, most of which are local suppliers coming from European and American countries or through suppliers in Hongkong and Taiwan regions of China.

　　
Although the processing system of Chinese textile and clothing has been quite complete, the lack of service system is its weakness. Chinese suppliers may be very good at quality control and production, but they can not provide brands with one-stop solutions. This has become the motivation for textile and apparel industry to pay close attention to the integration and innovation of industrial chain in recent years. One is the pressure brought about by macroeconomic regulation and control policies, the other is the sharp increase in costs, including the rising cost of labor and other production factors, which has posed great challenges to the industry. In the past, alone and alone, the extensive mode of food consumption has been struggling. The textile industry is changing from cost oriented to value oriented in the past. In order to occupy a place in the international supply chain, China's textile and garment enterprises should break through the practice of focusing on cost comparative advantage and scale expansion in the past, and establish a sound quality management system for supply chain management so as to create conditions for industrial integration.

　　
Industry's upgrading of industrial concentration and innovation integration has become more and more obvious. Profit is becoming a new business rule for integrating industry chain innovation. Especially with the impact of Lining, Anta and other sportswear brands on the unified market situation in 2009, such as Nike and Adidas, the domestic apparel giants have formed their own industrial chain system, and formulated corresponding rules for the upstream enterprises on the chain.

　　
Do not want to be in the passive position of industrial chain integration, we must go to the initiative. With the prominence of the dominant position of sports apparel enterprises in China, the integration of local industrial chains has already begun to take shape and will become clearer in the next few years.

　　
The revelation of a takeover incident

　　
37 million euros, which is the cost of Chinese enterprises acquiring international brand Pierre Cardin in China at the beginning of the year. Although it is only a fraction of the price of Hummer bought by Tengzhong in Sichuan, the difference is that the Chinese takeover is indeed a successful transaction.

　　
Chinese people's unique consumption psychology has made international brands have special treatment before they have entered the Chinese market. Even if the brand made by Chinese people, Chinese people and Chinese people often get a "Westernized" ID, it is better to get a registered trademark in Italy or Britain and France. This is no secret, but a mainstream.

　　
Originally, because of the weak strength, dealers chose agent business, and gradually had a certain amount of capital accumulation. Dealers began to build their own "international brands". At the end, they were strong enough to buy international brands with a certain influence directly. Now the Chinese clothing market is in the second stage. Last year, YOUNGOR's acquisition of Smart and Pierre Cardin's takeover of new Ma group seems to have opened the curtain on the third stage, which will also be the trend of the future.

　　
This trend stems from the endogenous driving force of the Chinese market, which is that the enterprises have completed the primitive accumulation through the market. Nowadays, the market needs the international brand, and the acquisition of the brand is better than the cultivation of a new brand by itself. However, the international acquisition of garment industry is different from the acquisition of energy and automobile, high technology and so on. It does not need technology and management transplant. In China, it has become the world garment factory today. It is just a transfer of brand ownership, which is also one of the reasons for the international mergers and acquisitions of Chinese garment enterprises.

　　
Financing is a technology activity.

　　
"Venture capital says that financing is like getting married, and the bride always gets scared before she gets married. Financing can bring the business to good or bad. Whether the company can maintain stability before and after financing depends on whether the existing shareholders or management team is confident of the future of the company. Partners should basically converge on the development goals of enterprises, and their division of labor, roles and capabilities should match well, otherwise problems will arise. A veteran who has been working in internationally renowned venture capital companies has helped companies to choose the right way to finance.

　　
"Although these enterprises are not very short of money at the present stage, if they want to make a Chinese clothing brand with worldwide influence, it will always be better than money." Xia Guoxin, chairman of Shenzhen Song Si Si Industrial Development Co., Ltd., at a forum in late 3, said he plans to go public in 2011.

　　
"The strategic objective of the brand is growing. The key to our choice of listing is whether the listing can help us achieve this goal. " Xia Guoxin said he was very opposed to the introduction of capital, but last year when he introduced the world's largest investment capital and won 150 million yuan venture capital, he saw a steady stream of international resources behind capital. The attraction of these resources to China's local clothing Brand Company is enormous. How to occupy the international market like transnational groups and sell their products is also the soft rib of Chinese traditional livelihood enterprises represented by textile and clothing.

　　
According to the data, in the past two years in 2009~2010, there were "361 degrees", "Saturday", "Luo Lai home textile", "PEAK sports", "China l'lang", "Pathfinder", "China Group" and "Xi 'er" and so on. The well-known brands of textile and clothing have finally listed the dream of listing, and achieved a great momentum in the gloomy international financial crisis.

　　
Some people say that listing is a naked streak in front of the CBRC, investors and investors. Attitude, speed, fighting ability and health are all the criteria for evaluating whether the streak is perfect and whether it can continue. In this streak, you have to bear the pressure and supervision from all sides passively.

　　
Find new selling points

　　
The 2010 is the world sports year, and the campaign brand also ushered in the brand marketing war: Lining, Anta, XTEP and other local brands launched their latest advertisements, and sports stars joined in the brand war. In the first half of the year, the movement of the sports brands can be described in two words: crazy to seize the media resources, crazy to kill advertising creativity, crazy sponsorship events. In order to enhance the brand's attention and reputation, it will promote the sale of the terminal market.

　　
However, the media, advertising and sponsorship have not been able to satisfy the appetite of many brands in recent years. Therefore, the fat of the Internet has become a battleground for everyone. In the 2010, more and more brands began to pay attention to Internet marketing. Most brands launched a hard advertising campaign in all major portals, SNS and even micro-blog.

　　
In July 22nd, the fifth annual Internet annual summit of IARI, with the miracle of net play created by this year's "natural sports maniac", took the 2009~2010's "fast wear clothing effect Marketing Award" in one fell swoop. In the view of most professional marketers, hard advertising and large-scale network interaction activities are enough to earn enough attention for the brand. But in addition to the excellent creative advertising and the continuous efforts to network marketing, the noble bird has also chosen a road that nobody cares about - cross industry production network drama "inborn sports maniac", and signed the four major video platforms of Youku, potatoes, Sohu and thunder for spreading promotion. During the play, Youku accumulated more than 84 million playtimes, and user attention increased in the first quarter.

　　
Having felt the sun's positive brand concept of "Happy Sports", consumers have deeply remembered the sports products of "noble birds", deeply understood the fine characteristics of their products, and actively carried out video transmission to enhance brand exposure.

　　
Brand implicitly sells products

　　
"Strictly prohibit advertising from time to time," the netizen's joking remarks show that audiences are more and more excluded from television advertisements. According to an industry source, China's traditional advertising has been slowing down after years of rapid development, and the ratings of regular advertisements currently in or around the TV are usually in a downward trend. As a business, how to balance the contradiction between brand exposure demand and traditional channel bottlenecks has become an urgent problem for its brand communication department.

　　
No matter what Spielberg's "ET" Rees candy is, or Dove and AOKANG in "the Invincible Ugly Woman", Mengniu and Chevrolet in the country love story, more and more brands are starting to hit the hit TV series. In the 3 months after the ET broadcast in 1982, Rees candy sales increased by 65%, and more and more children or parents chose to buy Rees candy that could make them feel "a movie role", which was later praised as "magic effect" by later marketing experts.

　　
At the beginning of the year, a media conference was held in Shanghai by Zhejiang satellite TV's inspirational drama, "love the anchors", which was jointly sponsored by Huayi Tianyi. The LOGO of AOKANG brand can be seen everywhere. According to the comprehensive cooperation agreement signed by AOKANG and Zhejiang satellite TV, AOKANG not only provides footwear products for the male and female protagonists of the play, but also naturally integrates the AOKANG brand and terminal images into the plot and interactive section of the drama, so as to disseminate the core positioning of the business fashion vividly and efficiently. Whether the brand advertisement is in the audience's eyes or in the audience's mind, more and more businesses choose the trend of brand dissemination in the hit TV series, which has already told us the answer. Brand implants are selling off terminal sales in a way of implicit transmission.

　　
"In the past, we would choose to advertise in the prime time of mainstream media, but after a period of time to assess it, we found that there was no significant stimulus to the market. We naturally put our eyes on the way of brand implanting which has springing up in China in recent years." Jiang Yihan, director of brand promotion at AOKANG shoe Limited by Share Ltd, Zhejiang, said. Brand implants, unlike traditional advertisements, are straightforward and nudity. They integrate commercial information such as brands, products and enterprises into an integral part of entertainment products, and guide audiences to discover brands and remember brands. This way of communication is capturing the hearts of consumers with its implicit and tender feelings.