2011: The Growth Space And Inherent Changes Of The Clothing Market.

Face 2011, Chinese clothing

Under the existing traditional sales pattern, the emergence of new media marketing channels, the establishment of new consumption concepts and habits and contemporary clothing

The construction of China's clothing brand strength should come from the new brand concept of entrepreneurs and the judgement, mastery and Transcendence of the new market mode.

Culture pmit brand power

Clothing is not only a business, it is also an art, an attitude, a way of life.

In this year's clothing forum parallel meeting, "culture" has become a theme agenda. Chinese costumes have begun to think: what is our pformation and our promotion?

In the forum, the conclusion is: we need to rely on our new thinking, our aesthetic ideas, our culture, and our design.

This process of thinking shows that China's clothing brand has developed to a stage of culture and content.

Clothing is not only a business, it is also an art, an attitude, a way of life, it guides the development direction of the whole society.

Because of the characteristics of clothing, clothing is a commodity closely related to art and culture.

Talking about culture and art for clothing

If we want to find out the gap between China's clothing industry and international advanced brands, it is very important to find cultural details.

There is no trace of international brand integration between culture and art and clothing products. This is due to their emphasis on culture and art.

Louis Weedon, Chanel and other famous brands are constantly seeking cooperation with artists in the process of development, because they clearly realize that if these brands have no culture and no art, they will not be able to exist for a long time. It is precisely because of their artistic content that they can be pmitted and sought after by consumers.

Maintaining close relationships with culture and art is also an important reason for the rich connotation of these brands, which is exactly what Chinese brands need to learn.

China's clothing brand should see that the future business and art should be boundless. The combination of creative talents and business will bring huge energy and wealth to the brand.

Chinese clothing brand operators also pay more and more attention to the relationship between culture, art and clothing.

Chen Xiang, general manager of Shanghai Shiyi Co., Ltd. said: "clothing is the presentation of design, and is between business and art.

To make any brand, we should start from the creator or designer of the brand, and achieve the highest level of specific aesthetics or taste so as to make a good brand.

Chinese brands should go to the world and seek breakthroughs in Chinese culture and art.

China's clothing brand has come to think of how to move towards the international market, and the only way to this road is culture.

This is the voice conveyed to us after countless international brands enter the Chinese market: culture is the inevitable element of shaping international brands.

As a practical art, clothing is closely related to art. Many brands of clothing have taken the accumulation of art and culture as a required course of brand after entering the stage of brand creation.

What kind of inspiration does art give to clothing entrepreneurs? Zhou Sheng, chairman of Yi Hui fashion group, said: "in fact, artists have given us a direction of thinking: you decide your style, and how do you express your style? Actually, many people insist on it for a lifetime.

Can you make a brand idea that you believe in, do it all your life, and continue to achieve it? The persistence of artists has given us a good example.

Zhou Sheng also said that insistence is the need for level, we must keep repeating, constantly understand, constantly push forward, and continue to persist.

Stick to your ideals and stick to how to form an aesthetic ideal and brand ideal.

Only in this way can Chinese clothing brands have their own voice.

International brands enter China, which makes us see that their brands have historical accumulation. But the most important role behind this accumulation is culture, which is more subtle in every detail of the brand.

Chinese brands should go to the world and seek breakthroughs in Chinese culture and art.

The discussion and study of cultural themes by Costume forum is undoubtedly a beneficial attempt.

We believe that our excellent brand should be achieved in the future: we are not only respect for Chinese consumers on the basis of market, but brand in the whole form of China, and do not emphasize the Chinese elements embodied in specific materials. But the whole brand is emitting a strong Chinese taste. At that time, we will become the Chinese brand in the vision of the world.

By then, the world will surely have the voice of Chinese brands, and China's own international brand will also be born.

Innovation promotes brand promotion

Twenty-first Century is either e-commerce or business.

Clothing industry, from design to marketing, requires innovation to promote without exception.

When entering the twenty-first Century, the biggest innovation of the clothing industry is the involvement of e-commerce.

Bill Gates once said, "in twenty-first Century, there is either e-commerce or business."

This may be extreme, but the development of e-commerce has brought us great changes to the fashion industry.

The "new media marketing" under the new consumerism is the essence of this innovation.

From 2007 to 2010, the development of online shopping market exploded, and it is expected that the market will develop more rapidly in the future.

China's online shopping market has exceeded 500 billion of its turnover, of which 49 billion 70 million of clothing.

In 2010, the number of e-commerce websites continued to grow. In December, the number of industrial websites reached 1.86, which increased by 16.13% compared with the beginning of the year. Although there was a certain decline compared with the annual growth rate of 66.63% and 2009 28.62% in 2008, the e-commerce industry still showed vitality in the background of the slow decline of the number of Internet websites in recent years.

But the traditional clothing industry is still in the initial stage of entering e-commerce. Facing such a huge and unfamiliar market, drawing on the experience of others is particularly important for traditional brands.

V+, a member of the China Fashion Forum, Zhong Kaixin, President of the mall, reminds people of traditional clothing industry: "when you want to enter the Internet market, you must remember what you originally wanted to do, what you originally wanted to do, stick to this road, and forget what you want to do in the process of doing it.

When you want to enter the market of the Internet market, you should also be clear about your advantages.

For traditional clothing brands, the first advantage is of course brand.

When she is communicating with and communicating with many traditional brand friends, she often tells them that traditional clothing brands are extraordinary.

Because the traditional clothing industry has countless brands, it is cruel to compete among these countless brands.

When these brands enter the Internet market, do not ignore the original brand that is hard to manage.

For the Internet, the traditional clothing industry is unfamiliar, so the traditional clothing brand's "touch net" road is mostly not smooth.

Zhong Kaixin said: "we see a lot of people in charge of traditional brand e-commerce. When they enter the market, they clearly have a good product planning and supply chain capability, but the e-commerce department is independent. They can not move any product planning staff. They can only take the remaining inventory of the store and go to the Internet to do it, or they will go to the ordering meeting. The goods ordered are the same as those on the traditional shops.

In fact, at this time, they completely ignored the strong DNA of their own products, and threw themselves into the vicious circle of the Internet, competing with those of us who are purely Internet users to compete in their own network marketing, storeroom, distribution and so on.

This is the status quo of the traditional brand "touching net" in the eyes of a successful e-commerce brand, which makes us realize that perhaps the first thing that traditional clothing brands need to solve in e-commerce is "consciousness".

Internet is not a mode, but a market.

Van CEO's old age once said, "the Internet is not a model, but a market.

As the older generation gradually withdraw from the main consumer market, as the new generation of the Internet grows more and more inseparable from the Internet, the market will become bigger and bigger.

In the Internet market, survival and development are the rules of this market, and are completely different from the traditional clothing market's "rules of the game".

In order to enter the Internet, the traditional clothing industry must follow the rules of this market, and truly change its mind to succeed. "

In the clothing forum, we discuss the new media marketing under the new consumerism in time. We pay close attention to the new things that bring great changes and innovations to the garment industry. Let us find that e-commerce can not effectively save costs, and the best network marketing providers may not give the enterprises the highest cost-effective returns.

Because many factors need to be taken into account, the first step in the success of e-commerce is to have a sense and sense of self.

The so-called "confidant" is to understand the objective and actual situation of their enterprises, and accurately analyze the location, user behavior and input costs of various network media resources for the crowd, scale, development strategy, budget and so on.

The so-called "know the other" is to understand the relevant information and Strategies of the industry competitors, and learn everything that can be learned.

Brand management ability

Modern management is not a simple production management, nor a product management, but a systematic management of brand system construction.

Brand management can be understood as the most traditional management in the past. However, modern management is not simply a production management, nor a product management. Instead, it should be a systematic management towards the brand system construction. It is a management that is consistent with the unique features of the clothing industry, integrating art, technology and economy.

In 2010, Ruyi group successfully held a century old Japanese apparel giant Renna group.

Nearly a year later, Ruyi Group Chairman Qiu Yafu once again talked about this cooperation, saying that the meticulous management of Japanese enterprises is the most touching and worthy of learning.

In this regard, Qiu Yafu cited three examples:

For example, financial budget management, Rena as an annual income of ten billion yuan of enterprises, can manage every month's financial calculation, from every outside outlets, to thousands of other stores, the budget is accurate to the unit.

"This has completely changed my financial management practices over the past thirty years, that is, we must analyze every budget plan, find out the problem of customer service, and find out the problems within the enterprise.

Ruyi is still a well known enterprise in China, but in this respect, I feel there is still a big gap. "

Qiu Yafu sighed.

For example, Rena sells 10 billion yuan a year, including ironing and ironing. Their board has studied the problem three times.

There are special quality institutes, laboratories and crisis management committees.

This also lets Qiu Yafu have to admit: "in the management aspect, it is really we must earnestly study the study."

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There is also supply chain management. Renner is a century old enterprise with a history of 108. It has a formal brand, a gentleman's brand, a leisure brand, a men's wear brand, a children's wear brand, and also operates other foreign brands. Its supply chain is completely ahead of the world, and it is an international supply chain for the fashion industry. From raw material selection to product design, the final supply to consumers, as well as the service to consumers, is very internationalized and very advanced.

Qiu Yafu said: "according to China's thinking, it is very easy to see those designers with long hair and personality in such enterprises, but it seems that it is not too easy in Reina.

Later, I found that Reina integrated global design resources to serve them. "

In terms of brand management, learning to change is very important.

Dr.Peter Ting, vice president of international market operations at UCSI Blue Ocean Strategy Regional Center, seems to be very important in terms of brand management.

From brand management to brand creation or construction, why should we change? This is not to say that brand management is not important. Brand management is very important. We must go from brand management to brand creation.

In many parts of the world, many people have things made in China, but not every brand belongs to China, so we need to change from brand management to brand creation.

We must learn to change, and China is very creative and innovative potential.

When brands become more and more similar, people generally choose prices based on prices. When people choose prices based, profits will become less and less, because competition is more and more fierce.

The development of Chinese clothing is now at a flourishing stage, and it will not remain unchanged for a long time. Therefore, we must seize the opportunity to play the world market and create the blue ocean.

What is blue ocean? It is to create new market space and earn more profits.

Brand management is usually about defeating the other side, but brand creation requires competition to be ineffective.

Brand management is usually based on existing.

Compared with French garments, Chinese costumes are relatively low in China and relatively high in France.

China is the strongest in production, because China is the largest factory in the world, but in terms of design or brand ownership, France is much stronger, so we must change, dare to be different, stand up bravely and innovate on our own.

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In the clothing industry, brand is the first experience.

Mr.Martin Brandt, a master of brand management in the United States, said that if you want to be strong and win the brand, you must adhere to the four key principles.

The first is goal and purpose. A strong brand should have strong goals and objectives.

The second is the connotation of the brand, that is, if the brand wants to succeed, its brand connotation, including mutual communication with consumers, the principle of mutual interaction should be different from other brands.

The third is brand change, and how to drive and drive the brand change.

The fourth is to build a very strong brand culture.

These are the core of promoting career success.

In the clothing industry, brand is the first experience, that is to say, the concept of brand, the concept of brand, or the advantage of brand, such as the quality of products, or the things that are attached to the brand, all bring different experiences to people.

For example, products, services, stores, websites, services and so on, everything can bring experience to consumers. These experiences can bring strong advantages, reputation and market position to the brand.

New consumption and new marketing

If we can not keep pace with the progress of the times, we will be eliminated.

About micro-blog, there is a saying: "when your fans exceed 100, you are the internal magazine; more than 1000, you are a bulletin board; over 10000, you are a magazine; more than 100 thousand, you are a city newspaper; over 1 million, you are a national newspaper; more than 10 million, then you are the TV station."

Statistics show that the number of micro-blog covered by Sina and Tencent has exceeded 120 million.

Then, how can Chinese garment enterprises use this hundred odd words to develop their own marketing territory?

Miao Hongbing, chairman of the white-collar group, admitted that he was a very traditional person, but he said he had begun to pay attention to micro-blog.

In his view, the new media era is a challenge for the first generation of entrepreneurs. If we can not keep pace with the progress of the times, we will be eliminated.

In the view of Li Fang, head of Tencent micro-blog, micro-blog can actually become a combination of clothing and the Internet.

What is the power of micro-blog? What strength does 140 have? The threshold is low, so long as word recognition can go to micro-blog, it has promoted the progress and change of the society; the cost of publishing has been reduced, and tens of thousands of forms of dissemination have spread a message rapidly, in fact micro-blog has formed a kind of media value.

What does micro-blog mean for enterprises, institutions, businesses and brands? Li Fang believes that the first is the prominence of individual intelligence, in fact, it is better to express what your brand is.

Secondly, group is brand communication with chain of relationship, which is what the brand is in the eyes of the public.

The third is the amplification effect.

The fourth is to be able to directly achieve sales performance, which can be said to be a business mode.

Clothing in a sense is also a fast moving consumer goods, it can actually achieve very good results through micro-blog on the Internet, is the effect of real gold and silver.

A good business micro-blog is like a spokesman for an enterprise.

Micro-blog is shortening the distance between merchants and consumers, and the information released on micro-blog has more reference value and credibility compared with all kinds of cold hard advertisements.

Micro-blog should carry a function of image promotion and monitoring.

Moreover, micro-blog has also become a good platform for enterprise crisis public relations and event marketing.

Marketing experts believe that every enterprise should attach importance to micro-blog.

If an enterprise has its own official micro-blog account and a business leader has a personal account, both the business account and personal account can be used to distribute relevant information of the enterprise, help enterprises to enhance their corporate image and promote their brand.

It is understood that from the first half of last year, including CABBEEN, seven wolves, Qipai, Anta, 361 degrees, XTEP, Tonlion and many other garment enterprises have launched official micro-blog, or promote promotional programs, or after-sales service products, or activities introduced...

The emergence and growth of new media have promoted the pformation of marketing methods and business thinking, and also brought us enormous commercial imagination.

In the past ten years, new media has been closely linked to Internet based on fixed network, such as Sina, Sohu and other information portals, which were then designated as representatives of new media.

However, with the progress of the times and the progress of technology, with the continuous improvement of people's living standards, the trend of diversification of information consumption is becoming more obvious. The concept of new media is also keeping pace with the times.

The new media business characterized by the pmission of telecommunications network, interaction of audio-visual content and cross platform application has become the main direction of the future development of radio and television.

IPTV, mobile TV, Internet video and so on have become more and more familiar with new media, which has been quietly permeated into people's lives.

At first, we talked about 4P theory (Product products, Price prices, Place channels, Promotion promotion). It is from the perspective of enterprises to look at marketing, from top to bottom operation principles, and attach importance to product orientation rather than consumer orientation.

With the increasingly fierce market competition, 4C theory has gradually replaced 4P theory. 4C theory refers to marketing with customers (Consumer) as the center, paying attention to and meeting the needs of customers in terms of cost (Cost) and convenience (Convenience), and strengthening communication with customers (Communication).

Since twenty-first Century, hi-tech industry has risen rapidly, and more and more multinational companies have begun to integrate resources globally. Under this background, 4V marketing theory came into being.

4V, that is, Variation differentiation, Versatility functionalization, Value value added and Vibration resonance, emphasizes the differentiation of customer needs and the diversification of enterprise's function of providing goods, so as to make customers and enterprises achieve co ownership.

Today, more and more enterprises are becoming more concerned about 4R marketing theory. 4R means that Relance is closely related to customers, Response improves market reaction speed, Relationship uses relationship marketing, Reward pays attention to output, and 4R marketing theory is characterized by competition oriented and more emphasis on interaction and win-win between enterprises and customers.

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Message Board

If you want to have an international brand, you need to see how the brand comes into being. So in recent years, the industry has always advocated the study of brand ecology.

We should not only see big brands, but also grassroots enterprises. Most of us are grassroots enterprises.

Why our grass-roots enterprises can become big brands, because China already has the environment of brand growth. We call it ecology. There are not only big trees, but also everything in the industry. If we operate carefully and maintain a good ecological environment, our own brands and large and medium-sized enterprises with their own brands will grow up and will go to the world.

Du Yuzhou, President of China Textile Industry Association

If we want to win in the world and win in the future, we must have a brand and establish a brand.

When buying goods, customers do not simply consider the performance of the goods, but when they are emotionally sympathetic.

It is worthwhile for us to study which company produces and sells which goods and what products to buy from people. It also means that brands represent the spirit and value of an enterprise and an operator.

- Chairman and CEO Liu Xun Zheng, Japan's fast selling group

To this day, our Chinese clothing enterprises are not lack of attitude, no lack of faith and courage, but I think more or less will lack reasonable logic, and will lack the design of the whole field or the whole process of design, and there will be a lack of professional team.

I think the way of internationalization cooperation in the future will be the only way to really push Chinese brands to a new round of high-speed development.

Xia Hua, chairman of Yiwen enterprise group

Nowadays, there are so many clothing brands, and all brands want to make themselves bigger and stronger. One of my ideas is that the market needs big brands, but also needs distinctive, interesting and interesting small brands.

The fashion industry needs not only big companies like UNIQLO, but also small brands that can make clothes very interesting.

Chen Xiang, general manager of Shanghai Shiyi Co., Ltd.

I want to remind our colleagues that we need to take care of ourselves.

While we are shouldering the historical responsibility, I think our entrepreneurs should take good care of their bodies, because we have historical responsibilities and we have a long way to go.

Xia Guoxin, chairman of Shenzhen grace group