The Parallel Era Of Centralization And Individuality -- Garment Industry: A New Ten Year Change

　 A revolutionary consumption change has come and directed. brand Innovation.

These changes have also emerged in the field of clothing, this year, ZARA, H&M and so on fashion Cheap brand swept across two or three lines market The international luxury brands that win the taste of life even intend to sink their channels. UNIQLO, Muji, these Japanese myths began to take off the "basic" coat and let the Chinese surprise the collocation space left behind to consumers. The key to their success is the accurate grip of consumers' living conditions and the precise control of the weight relationship between designers and consumers in shaping brand styles.

"I care about Apple, European brands and Japanese brands." Wang Weidong, general manager of Shanghai nishang Garments Co., Ltd. represents many entrepreneurs' ideas. Apple has opened up a brand new interactive relationship between brands and consumers under the new consumption trend. European brands have passed a strong sense of confidence with the high quality products under the impact of the financial crisis.

Fully considering the brand concept of consumer factors, straightening out the brand management mode of product and brand relationship, and maintaining the interactive marketing mode of affinity, become the direction that Chinese fashion giants actively explore after the consumer dominant trend subverts the original brand positioning.

On this basis, the curtain of integration and differentiation of the entire industry has been opened. The loose sand like Chinese clothing industry needs to change its palm into boxing after its original accumulation, and form a large industrial group. The Chinese clothing brand, which once blindly pursued economic benefits, needs to ebb and flow after the steady economic foothold, highlighting its unique personality style and integrating itself into one. One level is the benign operation of capital, the other is the brilliantly designing brand, and the classic route of western fashion stage is extending in the East.

Consumers, the energy source of brand continuity

"In fact, the theme of our company in 2011 is called re coming, which is to go back and return all the past to zero." Mark Ed Faye (Shanghai) Commercial Co., Ltd., CEO Yang Kuntian, told reporters that in the new ten years, they should lay down everything and start again.

It is worth noting that the intention to start again is not only the trend brand Mark Ed Faye. This is not the case of one or two brand spanformation cases targeting young people, but the beginning of the whole garment industry. Rethinking the direction of the new ten years is the most recent topic of many entrepreneurs.

The courage and courage of the enterprise comes not only from the strong confidence in the accumulation of the brand, but also from the pressure brought by the market disruptive spanformation in 2010. In other words, whether it is based on the development track of the enterprise itself or under the new market competition situation, the clothing brands have to adjust their thinking or even "self revolution".

The subversive significance of 2010 was first reflected in the re interpretation of the brand concept. After nearly 20 years' walk of the brand in the clothing industry, enterprises began to shift their foothold from their own culture to consumer culture. This is a fundamental change. At the level of enterprise operation, it means that the brand is no longer just a guarantee of quality, it is more integrated value. In the relationship with consumers, it means that value is no longer a one-way spanmission, but a way to gather output through equal interaction.

Most importantly, the era of brand unilaterally leading consumption is over, and consumers are becoming the energy source of brand sustainable development. The beginning of brand operation is no longer the design and R & D, but the earlier consumer research.

"If a brand can survive for a long time, it can affect others. It may be a potential demand for people's future life. This is an early discovery, which can be called the traction power of the brand. Without this kind of toggle, this brand should be very difficult to establish. Zhou Shaoxiong, chairman of the seven wolf industrial Limited by Share Ltd, believes that if the brand can not create value for consumers, it will lose the foundation of survival.

The foundation of this value creation is rooted in the "early awareness" of the potential needs of consumers. It comes from understanding consumers' expectations of future lifestyles. Consumers want to break the balance between reality and hope to get a sense of novelty or surprise. The underlying reason is a universal value.

The establishment of brand is actually to discover this kind of value, and to embody it in the product through effective and effective organization: what value do you create for some people or city people? This is the key point of brand sustainable existence. As Zhou Sheng, chairman of Yi Hui fashion group, said, the brand should eventually become a kind of religion of value and spirit, which can directly reflect people's inner needs.

Product, the ultimate embodiment of system management.

"Product is the carrier of brand as the ultimate contact with consumers after system operation." Wang Xiaofeng, chairman of Shenzhen Fashion Exhibition Design Co. Ltd., points out the multiple attributes of products in the new consumption era.

Product is a result of brand system operation. That is to say, it is meaningless to discuss products with products. Considering the characteristics of products, we need to restore the operation ideas of the whole brand system. The support behind product quality is the efficient and consistent operation of the enterprise management system.

Mao Jihong, chairman of Guangzhou exceptional Garments Co., Ltd. has a system of his own to get the power of the brand: "when we talk about brand value, there are two coordinates. The ordinate is the participation degree and the abscissa is the product value. That is, the product carries two values, one is physical value, that is, the traditional value; the other is an intangible value, that is, from product to conceptual brand, then to the spirit of brand, and then to the spirit of the enterprise, and finally to see how high the participation of consumers is.

That is to say, enterprises need effective management and operation to maintain the consistency of spiritual value between the final product and brand, and ultimately attract consumers to participate in the creation of this spiritual value atmosphere.

From the management level, as Xia Guoxin, chairman of the company, said: "a brand is really good, it should not be a matter of the boss, it should be a team, the result of joint efforts to enhance. Bosses or management may be more of a direction strategy, but most of the real work should be done by teams. Their consciousness and their ability directly affect the quality of the brand. "

This requires enterprises to first coordinate their daily work from the perspective of brand management, so that every employee in the team can understand the meaning of their work for the brand, rather than simply completing a process and producing a product. The construction of talents echelon of enterprises emphasizes more professionalism, consistency with brands and continuous learning power consistent with brand development.

From the management point of view, the execution power of creative business should be consistent. From the abstract management plan to the concrete window design to the terminal invisible service, we should be able to see the shadow of brand value being constantly executed.

A terminal salesperson of a group of VIP, who discovered that a customer came to the store every time he came to the store, drank only the Evian mineral water. When the customer patronized again, he bought a bottle of Evian mineral water with her colleagues for the first time, so that the brand's popularity was improved rapidly.

This detail tells us that as the most direct contact with consumers, both products and services are the best advertisements. They need to be able to carry all the brand value. And this load is the continuous management of the system management system in the daily work, which is the highest level of brand management. In the words of Miao Hongbing, chairman of Beijing white collar Fashion Co., Ltd., it is stated that "brand management is far superior to product research and development brand promotion. It is the highest management level of brand operation, and the real high-end brand is the details of stacking and continuous repetition."

Interaction and the way of CO creation of value creation

"In 2010, the impact of online shopping on the market, the impact on consumption, the impact on brands, the impact on publicity, and the impact on all things have made people feel that its energy is immeasurable, like nuclear energy explosions." Zhou Yan, general manager of Dalian Swan Garments Co., Ltd. thinks that the Internet has changed the business mode of clothing, and even the mode of value exchange.

Massive network information, instant communication and feedback, let consumers no longer be recipients of brand design, but participants, and even terminators. No one knows himself better than the consumers themselves. They buy themselves all kinds of clothes and brands, and finally build their own identity.

Citizens of the Internet age are more conscious and self seeking, which is the secret of Apple's related products. Therefore, a good brand is to let consumers build their own image. In this process, brands provide them with multiple possibilities and provide diversified materials to help them achieve their best shape.

UNIQLO, all customers, whether they are foreign or domestic, offline or online, these "basic" providers have become the makers of fashion inadvertently, and have staged commercial legends. Company staff, fashion designers and even designers, through their own choice, with the "basic" out of the personality style. The same clothes, different people can have different interpretations. In the new consumption era, interaction is the right way to create value.

As Mao Jihong, chairman of Guangzhou exceptional Garments Co. Ltd., said, "in recent 20 years, the progress of science and technology has triggered a series of changes, including lifestyle, communication mode, value exchange mode and so on. We must really face this change, and then use our own unique culture to interact with it, produce a new thing, and the brand will have more vitality.

From the beginning of Duchamp, society has increasingly recognized that everyone is an artist, and everyone can become a brand creator. This concept has no sales grade.

Hong Zilin, chairman of my clothing (Hangzhou) Co., Ltd., has been studying Apple stores recently. In his view, this store has been very different from the traditional stores. Traditional stores sell products, create a relationship with customers through products, and Apple stores as a large experience shop, interaction is the core element here.

"I am thinking about how we can interact with consumers through their own clothing through a pattern." Hong Zilin found that the current consumption area, especially cyberspace, is particularly particular about seeking truth from facts or telling the truth. Young people are no longer as brand as they used to be - to shine up good things and hide them, but young people express themselves very clearly. What is it like? Let more young people observe and choose from 360 dimensions.

In such an interactive era, customers are both consumers and, in a sense, brand designers and participants. How to better integrate multiple identities of customers and maximize their multiple attributes is a question that many entrepreneurs are thinking about in this interview.

The future is a parallel era of concentration and individuality.

After nearly 20 years of development, Chinese clothing brands begin to understand what they can do and can not do, which is the key to whether the brand can maintain its long-term vitality. In the past 20 years of development, different brands have different base points. They are based on design, market based, brand based, image based and brand diversity, which is the real power of the brand.

Standing on the starting point of the new ten years, the Chinese clothing brand, which has been baptized by the financial turmoil, needs to reexamine itself, relocate the coordinates and restructure the future development direction. In such a survey, market scale and design personalization as the two main path gradually clearer.

European brands are becoming weaker and weaker. They have extended their olive branches to Chinese clothing companies, so that the internationalization of mergers and acquisitions has begun to rise. The development of the garment industry economy and the involvement of external strong capital make it possible for the emergence of the "monopoly" group in the next ten years. Shandong Ruyi purchased some stake in Renna Co., Japan, and Semir clothing landed in the SME Board of Shenzhen Stock Exchange. Capital is becoming an important factor in the future development of market oriented clothing brand.

Recently, Wu Hongkun, general manager of Shanghai Su Ya Fashion Co. Ltd., has many venture capitals. Her feeling is that capital is a kind of mess for the market. Whether the market brand is active or passive will be affected by it: "now everyone's market share is a few thousandths. When capital comes in and push, a brand can be expanded to a few percent, capital can be upset, so at this time, you will be passively affected by capital in this environment."

As a hot money, the destructive and driving force of capital is also huge. That is to say, when a part of enterprises shine brilliantly, more enterprises will be destroyed. This is the unavoidable painful course of the clothing brand that takes the market route, and the result is that more resources are concentrated on the dominant enterprises. Therefore, instead of seeing this process as a war of capital, it is better to interpret it as the concentration of resources. {page_break}
 

Resources include, but are not limited to, all elements of capital that can give brand strength. As CEO Yang Kuntian, Mark Ed Faye (Shanghai) Commercial Co., has noticed, "on the surface, Muji can be a good business model innovation, but in fact it is a resource integration. Because some of the artists' creativity and inspiration are high above, they can not be exposed to ordinary people. Through the platform of fashion, they can put artistic design ideas and ideas into the hearts of the public, and develop a way of artistic life through the development of commodities around the world through evolving commodities.

Such a resource integration can make personalized design brands get better living space in the tide of market scale. The mature fashion group supports the development of the design brand by means of capital injection, which is a relatively formed cooperation mode abroad. It allows designers to focus more on what they are good at, rather than distracting business.

"Now there are many young designers who are excellent, so we need to give them the space and stage to display their talents." Xie Feng, chairman and art director of Ji Fen (Beijing) Fashion Co. Ltd., feels that this is one of the things he will do in the future. In his view, in the era of international fashionable fashion group's popularity through capital control, the development of design talents needs a market with strong capital to reverse and guide the trend, and China's future is likely to make a huge market scale.

Compared with the power of capital, Miao Hongbing, chairman of Beijing white collar fashion company, attached more importance to the spiritual value of the industry in the future. "Now our industry is not enough in the whole society, so you can't play the main role. The force that affects fashion, affects the mainstream media and affects people's lifestyle is not very big. Now we are all rich and small, or we always want to turn to capital to become a wealthy person. Actually, people are rich and rich, and more importantly, they are spiritual wealth. So I think that the industry in China may really need to do something big at high altitude and do things quietly.

This represents another direction for the industry to insist on its own characteristics and to dig out the individuality elements of the internal quality of art life. The small brand of design began to develop another parallel development path outside the large-scale clothing business. If the commercial road leads to the scale of the industry, the individualized road indicates the aesthetic height of the whole industry.

Although Chen Xiang, general manager of Shanghai Shiyi Industrial Co., Ltd. hung the title of "general manager", he never felt that he was an entrepreneur: "I think different companies and different people will have different ideas. I think the so-called brand or design has its own concept, which is very important. If it is entirely for the market, maybe some time will lose some of its own ideas. Some sales that are different from one's own concept or grade are even painful if they sell well. "

The unity of knowing and doing is more obvious in this type of brand. The designer reflects the current Chinese aesthetic level and living condition through his own understanding of life. Just like Ding Yong, art director of Guangzhou cloth language Clothing Co., Ltd.: "do your best to have a better artistic and lifestyle expression on the basis of personal experience, that is, a good brand."

The strong momentum and huge market potential of China's economy has attracted more and more people to focus on Oriental civilization. Although the western fashion industry still holds the popular discourse power, the Chinese brand of Oriental philosophy, such as exception and Providence, has begun to attract the attention of the international fashion industry. In the future, it is possible for China to become a popular fashion center.

In the words of Wang Yi Yang, the design director of Shanghai Su ran Clothing Co., Ltd.: "whether it is business innovation or design innovation, brand innovation, we must keep an eye on the present era, and see what happens in front of us, what happens in the surrounding life and what happens in people's behavior." There are many possibilities of innovation in these changes. What Chinese young designers badly need is not learning and imitating the design gurus who appeared more than ten years ago, but establishing their own local style. Only the design culture based on the characteristics of China's consumer market can produce the brand that affects the world's fashion in the next ten years.