Clothing Brand Needs To Change Its Position In The Value Chain &Nbsp; Truly Win The Respect Of The Society.

Facing the world clothing In the disadvantageous position of the value chain, Chinese clothing enterprises need to take the courage to reshape the value chain and change their position in the value chain, so that Chinese clothing will be made. brand Win the respect of the society.

Enterprises can design from the value chain. Marketing We should start with the core link of strategy and find out the way to solve the problem.

Design is root

To enhance design and development capabilities, it is necessary to maintain proper long-term investment. Before mentioning, Chinese clothing enterprises can also focus on the following aspects.

Cultivate strong minds of designers. "When dealing with foreign designers, it is never too late to drink coffee. This is the life of others, slow culture and slow work. "In addition, even if he is not a designer, there will be a sense of pride from his heart," said Xia Hua Shen, chairman of Beijing Yiwen group.

In the view of Xia Hua, domestic designers are different from them in terms of lifestyle and inner values. Foreign designers don't necessarily sell everything, but they all have full confidence. Most designers in China still want to design for survival. If the design is not done well, they may be criticized by the boss, and the bonus can not be obtained. Therefore, enterprises should give designers enough respect, because the self-confidence of designers needs a long process.

Manage the design system well. Design and development is a systematic project, which includes both previous planning and overall layout, including the intermediate design and development itself, as well as the market operation of the finished products, which needs systematic management, otherwise it is easy to disconnect from each other. Domestic clothing enterprises often only focus on the situation of product run, which is obviously not conducive to the sustainable development of design and development and the increase of brand value.

Improve spanformation ability. This can make up for the lack of originality. Without the ability of original design and development, enterprises can spanform on the basis of imitation, combined with Chinese culture and consumer needs, but this spanformation needs to contain original things, but not 100% original. For example, according to the fashion trend and market demand, we should make some styling design and increase the technical content in the product. If the spanformation is in place, we can also achieve the effect of increasing the added value.

Optimize the design of board selection mode. In the middle and high grade clothing enterprises, the designers dominate the clothing plate type, and the owner of the designer is also the dominant designer. Enterprises can further improve and optimize the design of board selection to avoid unnecessary risks.

Marketing is the leaf

In the marketing strategy to enhance the value of clothing brand, we should focus on solving three major problems: brand culture, subdivision and channel utilization.

Gradually enrich the brand culture connotation. The spanformation of clothing brand from low value-added to high value-added needs a process, and the brand needs the accumulation of cultural details. Xia Hua believes that at present, the time of Chinese clothing brands is too short. "Therefore, we should do a good job of cultural grafting, spanform the unique culture of China into the internal components of the brand, and build up the brand value support system. As long as the logic of cultural grafting is reasonable and we insist on doing it, we will succeed in grafting someday.

In the process of enriching brand culture, enterprises should also pay special attention to details, integrate details into brand blood, and make them an important part of brand culture.

Product segmentation and brand extension have degrees. Clothing products also have life cycle and market radiance, and the product segmentation introduced by market segmentation is logical, thus achieving brand extension. Wang Jianjun, general manager of Busen apparel Limited by Share Ltd, said: "there will not be so many brands in the future. There will be some iconic brands. Brand positioning will be more precise, professional, and subdivided, not as big and full as it is now.

Of course, enterprises should also clearly realize that brand extension and authorization business is also a double-edged sword of brand value increase or decrease. Armani, the world famous brand, has adopted a brand extension strategy to build a huge brand of Pyramid. It has also authorized the business to expand the product line, and repurchased OEM factories and some franchisees for long-term cooperation to strengthen control over production and channel links. These practices rapidly amplify their brand influence, but too long product lines and excessive brand extension also largely dilute the high-end image of their brand, resulting in their brand value impaired.

Innovative channel mode. Without affecting the brand positioning, enterprises can try to change the format of business. When UNIQLO, H&M, ZARA and other brands entered the Chinese market, they introduced the concept of stores and adopted supermarket self-help shopping. In addition, many garment enterprises are trying to build e-commerce platform, but independent or outsourcing depends on the actual situation of their own.

Strategy is the trunk.

In order to gain a favorable position in the global apparel value chain and the domestic apparel value chain, enterprises can consider the following aspects in the strategic level.

Industrial chain integration innovation. "The whole industrial environment is forcing us to improve our design, R & D, brand, marketing and other aspects. We can no longer rely on the OEM mode simply, otherwise we will lose our way. In the international market, China's clothing industry needs to find new positioning. " Chen Dapeng said that Italy's industrial clusters have gathered a number of small and medium-sized enterprises. They are very professional in cooperation with big brands, but they have been very vigilant about the development of Chinese enterprises to the top of the value chain. They worry that the future single enterprises or single majors will not compete. However, Chinese enterprises are doing the integration of industrial chains so as to enhance their competitiveness and ensure their inherent position in the global value chain.

Similarly, if China's clothing brand wants to go out, it will be very difficult if there is no very good support from the international supply chain. "To create a supply chain process, we should truly form a management process system from below and integrate with the international market. This is what Chinese garment enterprises lack at present. " Cheng Weixiong said.

Cut the global value chain from high-end. The long-term export oriented strategy of China's clothing industry has consciously or unconsciously led domestic garment enterprises to cut into global value chains relying on low-level elements, and cut into the global low-end demand market in the form of subcontracting.

According to the empirical research findings of Gereffi, the four sequential upgrading paths in the global apparel value chain are technological upgrading, product upgrading, function upgrading, and chain upgrading. Studies also show that there are rapid upgrading spaces in the two stages of process upgrading and product upgrading, and the upgrading of functions and upgrading of the chain is difficult to break through, because the latter two upgrading means setting up the dominant position of enterprises in the global value chain.

Therefore, in addition to taking the path of upgrading from OEM to ODM and OBM, Chinese garment enterprises can enhance their position in the value chain, and adopt the way of directly entering the global value chain from the high-end, thus directly participating in the global value chain competition. This will help to improve the discourse power of Chinese garment enterprises in the world fashion industry. Some high-end clothing companies in China have already made such an attempt.