Innovation &Nbsp Is The Driving Force Of Brand Development.

Jack, the seventh annual award of the Chinese clothing brand award series

Innovation is the driving force of brand development.

Moderator: Yin Lijie

Special guest: Ding Hui, chairman of Limited by Share Ltd

Fu Xiaobo, assistant general manager of Guangzhou apparel Co., Ltd.

Wang Jun, general manager of Beijing Sheng Shijia International Cultural Development Co., Ltd.

For China's garment industry, innovation is an important way to cross the road from a big garment nation to a powerful garment country. We only have innovations in all aspects, and our clothing industry will be promoted faster. The seventh China clothing brand annual award nomination award brand has been released. This newspaper has launched an interview with 9 awards and 27 nominations award brands in a series of reports. This time we interpreted the nomination brand of innovation awards Ayilian, snow and snow lotus.

1 what are the most important innovations of clothing brands? What aspects of domestic brands are more prominent?

Ding Hui: for the innovation of clothing brand, I think the most important thing is management, technology and marketing, and management and marketing is the most important thing for such a clothing retailer brand. Noble The course of development is a process of continuous innovation in management and marketing. It keeps innovating no matter in the mode of enterprise development, but also in marketing management, enterprise culture and commodity.

Since 2007, SPA has gradually established an integrated business model of commodity planning, design, production and sales. As consumers increasingly pursue personalized fashion, the SPA garment format represented by the vice president will be an important innovation force leading the development trend of the domestic garment industry.

In marketing management, Mr. Sale The monitoring department is like the nerve center of the park. According to the sales and inventory situation of each store, the sales monitoring department will make an analysis, and issue instructions to the commodity department, logistics center and store respectively, which can be regarded as a successful example of the informatization construction of the clothing industry. The innovative supply chain management of NC is a means to ensure that the whole chain can react quickly and ease inventory. Relying on the marketing concept of "fast fashion", as well as the rapid response method of IT system supporting the rapid response of the supply chain and streamlined production system, while ensuring the synchronization with the trend, new products are introduced quickly, showing a fashionable hot selling style, which is easy to get customers' love.

In SPA, the business model has improved and innovating. At the beginning of his business, he started the exploration of "membership system" and gradually established a complete digital customer relationship management system, which was called "member database marketing" by the industry. It was also compiled into the EMBA textbook by Northwestern University in the United States, and was also selected in the case book database of Harvard University. Through direct management and direct contact with consumers, the company collects customer service opinions and improves customer service quality. More importantly, through the customer's historical sales data, the local consumers' needs and preferences are analyzed and summarized. Through the analysis of the consumption behavior of the members, we can accurately grasp the personalized demand of each member, and then plan and develop the commodities based on this. It is this oriented business model that makes it a typical representative of "popular fashion".

Fu Xiaobo: whether excellent entrepreneurs or excellent brands, they should have a clear understanding of the situation and the situation of their own enterprises and the whole industry. What I want to say is that today's business is actually a competition era. What is the quality of your product, the quality of your product and your channel? Can you keep up with the production resources? Your entire sales can still be done, but the main factors that bring good sales results are product strength, channel strength or brand power. Without product strength and channel power, brand power will not be able to land. Only product power, how much can you do? Can you only have channel power and be able to continue operation?

Therefore, today is no longer a single product can rise, or which is particularly prominent can win the era, today is a competition era. You ask "design, management, technology, marketing" which is more important. My answer is that we need to have our own strengths, and there is no obvious short board. This is a major premise. {page_break}

The 10 year history of Ayilian is also a process of gradually recognizing the major premise. Like many excellent brands, initially we relied on the rise of products. In 2004, we launched the star endorsement strategy, presenting the product's positioning, style and culture to consumers in a more concise, visual and friendly way. By 2005, yes. Ayilian It is not the problem of building channels. Ayilian has directly united with the better professional institutions in China to start teaching channels and enhance channels. In 2007, based on the changes in the market, and withstood pressure, the first big shop in the ladies' wear area is pushing the target responsibility. In 2009, the TVC was launched and spread online on CCTV and Hunan satellite TV. At the same time, according to the needs of the market, a series of separate brands were strengthened in the 5 major series of Ayilian itself, and the second independent brand AyilianSgirl under Ayilian was launched. I have just mentioned a number of things, each period has different periods of tasks. The term "different periods" itself means that it is a gradual and more comprehensive process that does not stop, do not allow itself to be confined to and remain in those stages.

So, I am very proud of our enterprise and our brand. We have a marketing network that is leading in quantity and quality, and has a strong collective from suppliers to distributors to enterprises. Under the principle of "sharing and win-win", our brand is loved and chosen by more and more young people in China. At the same time, from the board of directors, from top to bottom, we have reached a vision. We hope that all our actions are committed to becoming the most viable young women's brand model in China. This vision has been broken down from strategy to tactics at all levels of product vitality, brand vitality, market vitality, management vitality and so on. Innovation is constantly strengthening strengths, and constantly repairing short boards to become new strengths, and then achieve a sustained vitality.

Wang Jun: for the innovation of clothing brand, I think the most important thing is the innovation of core value. The core value of the brand should adapt to the development of the times, because the times are always developing and changing, so the core value needs constant innovation. Of course, this kind of innovation should be built on the basis of certain succession and continuity.

Many domestic clothing brands do well in core value innovation, which is very much in line with the needs of the domestic people, and has also absorbed the achievements of foreign clothing civilization. Many domestic brands are constantly innovating in various aspects such as design, marketing, channels and so on. Of course, the strength of each brand will not be the same, and the key to these innovations will surely be the constant innovation of core values, because only a certain core value can determine your design style, and your marketing way determines that you are in a certain channel.

Event replay: in June 28, 2010, the world brand laboratory (WorldBrandLab) released the 2010 (seventh) "China's 500 most valuable brand list" in Beijing. The brand value of Saussurea under the National Snow and snow lotus Limited by Share Ltd is 6 billion 22 million yuan, ranking 153rd in the list. Ranked second in the cashmere industry, far ahead of other competing brands. Since the COFCO group has been introduced to Saussurea involucrata, the brand value of Saussurea has been increasing. In March 2010, Saussurea has won the ranking of second of the market share of similar products issued by the China Federation of Commerce and the China National Business Information Center, which proves that snow lotus has made great progress in the process of strategic transformation.

Comment on the current brand can no longer rely on a single strong and successful, so the overall ability to innovate has become the reason for the brand to stand out.

2 what is the status of innovation in brand development? How can a brand discover its own innovation opportunities?

Ding Hui: I think innovation is the main driving force of brand development and the way of brand survival. Innovation is the core value of the enterprise. In the course of 10 years of development, innovation is an important factor in the rise of China's clothing industry.

In the process of enterprise development, brand innovation is to keep the brand alive, not to innovate. Therefore, brand innovation should be targeted, specific analysis of specific issues in the process of brand operation, suit the remedy to the case, and update the brand. In addition, there should be short-term goals and long-term plans. Only in this way can the brand constantly discover its opportunities for innovation.

It is an enterprise that seeks development in the process of continuous innovation. From the beginning of 2001, the business model has been deeply reformed, and gradually established the business mode of retailer brand, lock operation, information management, direct marketing and membership data marketing, so as to constantly adjust the changing service mode to meet the needs of customers. In 2004, the first sales monitoring department of the domestic clothing industry started the unified information management of all the stores' sales and the distribution of stock machines. In 2007, the new SPA business mode of commodity planning, design, production and sales was gradually established according to the development trend of garment industry. In 1997, he realized China.

Fu Xiaobo: with innovation, it is possible to constantly strengthen the strengths and constantly repair the short board to become a new strength, thereby gaining sustained vitality. That is to say, I believe that the operation of enterprises is essentially a process of continuous innovation.

In terms of business modules and functional differences, we can have the distinction between product design, production, logistics, terminals and so on, but creativity is something they should do. It is a spirit that they must have, and it is the commonality of all the capabilities of a brand. It is the best quality and the most pragmatic approach. Only in this way can we cope with the changing and changing market.

Because of this, the discovery of innovation opportunities is digested in every work link and digested in our behavior at any time. True innovation, you can not say that we will have a meeting today to discover innovation. Meetings are used when developing innovative ideas and methods. To discover the need for innovation, we need to experience it anytime, anywhere. For example, our chairman and general manager may not be like the chairman and general manager in the traditional sense. They will do what they are required to do, but at the same time, they will have at least 1/3 of the time in the country every year. Why do we need to go to the market to feel the change and grasp the pulse of market change? If they are like this, the following people will be more like that. Discovery is a work habit. Innovation is our spirit of enterprise. {page_break}

Wang Jun: the position of innovation in brand development is very important. For brands, fundamental issues are important and innovation is equally important. Innovation is the way that the brand keeps pace with the needs of the times. The age will not stagnate. Therefore, the brand must constantly adjust itself to meet the needs of the times and society.

Each brand's strengths are different, so the chances of innovation are different. Now it is no longer a time to win by a single capability. Therefore, innovation should form a mechanism in the brand, which is a systematic project.

Event replay: 2010 January, Shijiazhuang North mall mall, Saussurea brand named the sales champion of the mall. This is the first example of cashmere dress winning the sales champion in the mall. This shows that although the phenomenon of homogenization competition in the cashmere field still exists, the cashmere enterprises have clearly realized that the path of differentiation is the only way for the cashmere industry to be reborn.

Innovation is the process of constantly improving the brand. Through innovation, the brand grows and becomes stronger and stronger.

3 what is the role of innovation in brand promotion?

Ding Hui: I think innovation can make the brand adapt to the changing market. Innovation is the best way to solve and deal with the brand crisis. Innovation can effectively enhance the value of the brand. On the contrary, those self complacent and conservative brands can only go to decline and be eliminated by the market. This is well tested in China's clothing industry. Analysis of the development process of China's garment industry, only by constantly maintaining innovation can we ensure the sustainable existence of garment enterprises, so as to ensure that products and brands are recognized by consumers and the market.

Fu Xiaobo: the brand itself will be aging. This is the rule. We must respect it most. Respect and action. For a brand with a history of 10 years or even longer, every output from thought to action has its own function. Without innovation, there is no improvement; without innovation, we must accelerate aging to passive.

In a sense, whether an enterprise is willing or unwilling to admit it or not, innovation needs to be a spirit of yours.

Wang Jun: the subtext of promotion is that it is not adapted to the society at present. To solve this problem, we must innovate. Of course, this kind of innovation must be a moderate innovation, which is to innovate on the basis of inheritance and respect. Brand innovation is a balanced relationship that needs to be grasped with consistency and continuity rather than disruptive innovation. A brand's subversive innovation should be cautious. Unless the brand has faced unprecedented challenges, it should be based on a balance and moderation.

Event playback: The Snow Lotus brand of COFCO's member enterprise celebrated its 45th anniversary birthday in 2010. In March 27, 2010, Saussurea released a brand-new logo system and brand slogan, and signed the top ten designers and famous designer Zou You as artistic director.

Comments can only be improved by innovation. In the face of the law of brand growth, innovation is the best way of development.