Fujian Style Clothing Transformation Is Coming Soon: How From Brand Wholesale To Brand Operation

Q: reporter
A: Mr. Chen Qingzhou.

Q: How did the rise of Fujian style clothing rise?

A: most of the entrepreneurs in Fujian Province started from the grass-roots level. There is an important historical starting point for the rise of "Fujian faction" in the garment industry.
About 20 years ago, the fabrics used in all parts of China were relatively coarse, while some of the bosses in Fujian sought to enhance their market competitiveness by importing relatively fine surface accessories from Taiwan, producing more elaborate garments, and making the first fashion conference in Shanghai, completely subverting the rough stereotype of the public at that time.
In addition to having a good starting point, the rise of Min Pai garment enterprises, along with the pace of China's economic reform and opening up, is very strong in the spirit of Minnan people. It is like the best Taiwanese song "love to win", which is the best commentary on the character of Min faction entrepreneurs. In the early 80s of last century, when all of us were doing the generation processing, the leaders of Southern Fujian began to build their own brands with the spirit of fighting hard and fighting hard, thus producing a number of Fujian style garments with far-reaching influence in the local garment industry. In addition, Fujian faction brand is also very good at meeting the market demand, seize the right time. Take ed Fort as an example. It was the first Taiwanese enterprise to advertise, and invited the then red star Wang Chieh to be the spokesman of the brand image, so as to rise rapidly.

Q: what are the characteristics of Min faction enterprises and entrepreneurs compared with other factions?

A: now there are three important factions in the local clothing Market: Zhejiang, min and Guang, and three factions have different geographical characteristics and values. First of all, we talk about Fujian businessmen. They start their careers from the bottom of the executive level, basically fighting a day by fighting spirit and physical strength. Minnan boss can be more flexible, they are very "feel" a group of people, 60% of the right feeling will be launched, first action again. It is based on this feeling that the development of Fujian faction is very fast, and their brand channel construction is very extensive. They realized that China's largest market was in the two or three line city early, so there were a large number of thousands of brand chain stores in the Min faction, and even reached 4 or 5 thousand large brands. Zhejiang businessmen, I think, rely on their brains. They are very good at doing the process, planning, risk assessment and other aspects. Wenzhou clothing enterprises are good at making production lines, and the quality of warm clothing is relatively good. The rise of the Guangdong style clothing industry depends on external forces, because Guangdong is the central government's earlier support for the planned injection of foreign capital, and Guangdong entrepreneurs are more direct in the process of expanding their brand names. Therefore, Guangzhou has become a nationwide wholesale and distribution center with low price.
Q: now many of the Fujian's clothing brands are planning transformation. What are the factors that impel them to make management reform of the reorganization system?

A: in the past 20 years, Fujian clothing brand has been developing and expanding in various situations such as weather, geography, and people. Some bosses are already worth hundreds of millions of dollars, and outsiders think they do not need to work harder. However, min faction bosses have a unified personality, that is, "heavy feelings and justice". When they are sitting on hundreds of millions of dollars, they can not stop. What are they going to do when considering the group of brothers and sisters who followed their own efforts? What should employees do now? After solving the problem of enterprise survival, we must consider the issue of upgrading in the future.
"Market trend oriented and customer demand as the core" is the root of all brand transformation. In the past, we believe in brand names and whether we have heard of this brand. Now, with the upgrading of GDP, consumers' demand for quality has also increased. In the past, we focused on brands, but now we have strict demands on materials. So the way of promoting the brand promotion of Min style clothing in the past is out of date. The time has come to adjust the demand of consumers and improve the soft power (service). In addition, the story of "rebirth of Eagle" can explain the necessity of the transformation of Min faction. Eagles live longest in birds and live for sixty years. Every ten years, they will make a life and death metamorphosis, fly to a cave in a precipice, pull out old feathers one by one with their toenails, and eat their toenails with their beaks, which is a painful experience for the next survival. But after waiting for new feathers and toenails, it will be able to fly freely for ten years.
Aging or death? This is the choice that most of the enterprises are facing. The process of transformation is painful, but it is the only way to avoid aging in brand architecture and organizational processes. Most of the Min faction entrepreneurs are aware of this problem. After 20 years of development, they are eager to look forward to the rebirth of the future.

Q: what problems do you think will be encountered in the transformation of Fujian garment enterprises?

A: the transformation of enterprise operation is not a new topic, but it is often an empty slogan.
In the past, business owners usually looked for a professional manager and looked forward to his organization reengineering for enterprises. But what we have done has been done, money has been spent, and a lot of highly complex rectification schemes have been worked out, but it has not been able to land smoothly. Let alone talk about the great achievements, the problems of the enterprises have not been completely solved. Now the Fujian garment enterprises need to transform. The biggest problem is that the bosses do not know who to trust. For example, in the use of system software, bosses know that system software is a good thing, but when it comes to the operation of an enterprise, how can it not succeed, but it is even more chaotic than not using the system. As a result, there is a popular saying in the Fujian style clothing that "no ERP is waiting for death, and ERP is the death." If a good weapon is provided for the combat troops, it is necessary to train the people who will use the weapon for the army, and many enterprises only buy weapons, but they do not know how to use them.
In addition, enterprises usually divide public relations, training and advisors in the transformation period. Each part has independent individuals to manipulate. There is no interaction and adjustment between each other. Once the problem arises, they can shirk each other, but it is already an indisputable fact that the business is more complicated and divided. What enterprises need to reform is not a piece of area, but a coordinated and integrated operation and management. Now, the problems faced by enterprises are no longer "headache" but can be solved by systemic diagnosis and treatment.

Q: we understand that you set up a Taiwanese investment management consulting firm in Shishi, which is helping the local clothing brand in Fujian to make strategic transformation. Now you are assisting the representative brand of the Min faction, "Ai Deng Bao dress" to do brand operation transformation. What is the specific practice?

A: I set up "Huahong Investment Management Consulting Co., Ltd." in Shishi, aiming at establishing a base for deep cooperation between the two sides of garment industry, introducing the modern management and marketing concept of Taiwan garment industry to Shishi, helping the transformation and upgrading of Shishi garment industry (brand operation). As for the transformation of AI Deng Bao, what we are doing is adjusting the system, management, marketing and product coordination. Set up a new system for AI Deng Bao. The new system is clearly structured in terms of its organizational structure and framework, and it is also adjusted from personnel, customer relations, finance, retail management, membership management, etc., to enable enterprises to upgrade from "brand wholesale" mode to "brand operation" mode.
The adjustment of product line is most obvious. In the past, AI Dun Bao was famous for making men's formal clothes, making a formal suit for a 35-55 year old man, with nearly 2000 shops. We still keep the system, but at the same time, we have developed a new system. The clothing under the new system is located in the 22-35 year old British fashion Nouveau. In the marketing block, the original system is agent, and the new system enters the terminal market through direct operation and affiliate mode. Our strategic transformation in helping brands is more than just diagnosing diseases. It provides Butler collaborative management for brand operation. In the transformation period of enterprises, not only are they equipped with advanced weapons, but also "hands-on" help them train employees who can use weapons. The first stage: I do you see; the second stage: joint implementation; the third stage: you do what I see.

Q: what are the plans of Huahong investment management consulting company in addition to helping garment brands to make transformation?

A: in view of the fact that garment enterprises lack the middle and primary managers at present, we are planning to build the "clothing brand management school" of experts to cultivate a new intellectual effectiveness team for the apparel industry chain. The trainees from the management school will seamlessly connect with the garment enterprises and be sent to the enterprises directly. Meanwhile, their performance in the enterprise will also be considered as the certificate of the certificate issued by Huahong clothing management college.

The representative brand of Fujian style clothing:
Seven wolves, AI Deng Bao, rich birds, Qipai, Jin Ba, CABBEEN, the great emperor, Huang Bao, AI du...

"What enterprises need to reform is not a piece of area, but a coordinated and integrated operation and management. Now the problems faced by enterprises are not" headache doctors "can be solved, but the need for systemic diagnosis and treatment.