Creative Fashion &Nbsp; Promoting Hai Sha New Five Year "One Billion Project" Forward

Interview with Fu Weiqing, chairman of Shaoxing Hai Sha Textile Co., Ltd.

In October 25th, Asian youth fashion designer salon will be held in Keqiao International Textile Fair. More than 100 garment and garment representatives from all over the country gather together to talk about "Sharon theme". As the leader of the forum, Fu Weiqing, chairman of Shaoxing Hai Sha Textile Co., Ltd., has the industrial ideal of creating a fashion chain. In his company's operation, he always embodies the development concept of "big fashion".

"In order to shape Hai Sha into a centennial brand, the company set up a clear road map at the beginning of its establishment, that is," five. Five "and" four modernizations ". "Five. Five" refers to the five five year plan of the international community: the road of foundation, the road of one billion yuan, the way of listing, the road of 100 billion yuan, the road of 100 billion yuan, and the four modernizations are diversification, termination, branding and internationalization. In every five years, we have planned and step-by-step around the four modernizations to push forward the five year goal. Fu Weiqing, chairman of Shaoxing Hai Sha Textile Co., Ltd., talked about the development of the textile industry.

Today, Hai Sha textile has completed its first five year plan and laid a solid foundation road. In the second second years, Sha Sha will usher in her "one billion yuan Road".

Diversification towards terminal has become inevitable.

After entering the post financial crisis era, China's economy has been changing to the consumption driven growth mode. The growing domestic demand has benefited many high-end clothing brands. Especially in 2010, China is regarded as the world's second largest luxury consumer after Japan, and is regarded as the most powerful engine of global luxury consumption growth. In the 12th Five-Year plan of the state, the policy and expectation of domestic demand development were further increased. At the same time, the reform of distribution mode in 2011 was put forward to raise the income of the masses at the bottom level. This means that there will be tremendous business opportunities in the low-end and bottom consumer market, and those popular clothing brands may usher in another round of blowout.

"As a traditional consumer industry, clothing and home textiles will flourish along with the transformation of China's growth mode." in the past 5 years, Hai Sha international has been determined to control the fabric of the upper reaches of the garment and home textile industry. Therefore, when the enterprise reaches a certain level, extending to the downstream should be an inevitable trend of development. Chairman Fu Weiqing said. "It's a joke that people can't get away from clothes during the day and can't get away from home textiles at night. All these require fabric as a material support. To this end, the company should continue to expand the fabric plate on the basis of gradually promoting the development of clothing and home textile plates, in order to open the terminal of Hai Sha international.

It is reported that in the planning of Hai Sha international, the fashionable women's clothing brand will start to deploy in China this autumn, and invite agents, franchisees, Alibaba and Taobao joint stock to sell. The home textile products will also be launched next year. "For terminal expansion, we will adopt different regional markets and different marketing channels strategy. In Beijing, Shanghai, Shenzhen, Guangzhou and other markets, we will take the flagship store which is directly run by the company as the template. In the two or three tier cities, we will adopt the joint-stock holding system and the separate recruitment and distribution mode to effectively cooperate, quickly occupy the market, and constantly deepen the consumer's recognition and acceptance of the brand. The ultimate goal is to create a stylish empire of the sea. Fu Weiqing outlined his dream of the sea.

Creative design to seize market opportunities

As a representative of the rapid rise of Shenzhen women's clothing, she has become the ideal target of many fabric suppliers. But in an interview, Xia Guodong, the brand purchasing director, said: "although the Chinese fabric enterprises are developing rapidly, but because of the brand's demand for quality, fashion and internationalization, as well as the small batch and multi batch purchase mode of orders, many local fabric enterprises can not become our partners."

"Why are Chinese high-end clothing brands reluctant to buy homemade fabrics? Why are high-end fabric companies reluctant to host small garment enterprises?" these questions can often be heard in interviews with reporters.

"Customers have different categories, and their marketing methods vary from person to person." Facing reporters' doubts, Fu Guoqing gave such an answer. "Local high-end clothing brand procurement is usually small batch, frequent return, the factors that affect their order are decreasing in sequence: design, quality, delivery time and price. Therefore, for our enterprises that want to develop R & D and market, the high cost of cotton will increase the cost of the single product, but for the high-end clothing brand, as long as the fabric is unique, the price increase can be ignored. Fu Weiqing analyzed. In order to be able to firmly grasp these high-end customers, Hai Sha international also plans to select the 10~20 parent period quality clothing brand, and set up the fabric sample room specially, so that the designer can feel the inspiration at any time. "Now, the preparation of exquisite and detailed sample books, timely delivery of new products has become more and more fabric enterprises to adopt the sales mode, although these methods are effective, but designers can not long remember a certain fabric style. In order to enable designers to feel the latest and most important fabric products at any time, and to ensure that intellectual property rights are not stolen, we will select a number of long-term cooperative high-end fashion brands for targeted cooperation. The designer can make samples at any time without leaving the house.

In order to serve more customers in a comprehensive and efficient way, Hai Sha international has its own marketing model. In order to let the fashion designers feel the effect of the fabrics being made into garments, the company collaborate with textile studios in Japan, Tokyo, Osaka, France, Paris, Lyon, and the United States New York. Through 3D garment technology, designers can provide fabric patterns for the designers, and at the same time, they also show the effect of making fashions on the same page album. "When the fashion designer picks up a flower pattern, he immediately pays the cost to the international design company, buys the design draft of the flower pattern, and assumes the cost of the fabric proofing and so on. This measure has made the clothing company free from the burden and risk of buying samples and proofing, thereby increasing the purchasing power of fashion fabrics, and laying an international fashion for garment products to seize the market.

Innovation and communication are most important.

If development innovation is one end of the "smile curve", the other is the channel, besides the establishment of channels, it also includes a series of after-sales services. The short sentence of "innovation, service + communication" has become the six character motto of all employees in the international community.

Fu Weiqing has been paying great attention to upgrading the quality of every salesperson in the market. In the process of implementing customer orders, communication is a very important link, in other words, the level of service. He said that those who are keen to grasp market trends and recommend a series of product portfolios to customers can often get orders more and more consistently. Such a talented person with both service consciousness and level can be regarded as a valuable premium asset for enterprises.

Fu Weiqing also has his own unique views on the field of clothing that will soon enter the field. "We will implement the VIP membership management mode. We will set up incentive club membership clubs through the consumption accumulation points and the year-end big rebate mode to make the humanized services more in place." In addition, thanks to the agency power of Moutai's super class liquor, as well as the agency rights of the series of wine such as Saint tyre's castle and Jimmy castle in China, an elegant and romantic wine exhibition room appears in front of the fashion and fabric exhibition hall in today's international office area. "Wearing American clothes is a kind of culture, and wine is also a reflection of culture. The organic integration of the two can play an important role in the improvement of the international diversification and terminal of Hai Sha. It can be imagined that when a VIP customer of Sha Sha fashion returns to the club at the end of the year, he will receive a bottle of Moutai wine or a beautiful French red wine as a gift. They will have greater recognition and love for the brand.