Leveraging The 8 Fulcrum Of Garment Industry

China fashion conference

Wei Lin, the vice president of the China clothing association and the director of the China Textile Association's Information Center, said that the domestic clothing industry has the characteristics of low brand concentration and industrial concentration, and is also a fully marketed and highly competitive industry.

Although there are some companies listed, but the proportion of the entire listed companies is relatively small.

At present, the capital market is paying more and more attention to the clothing industry. One reason is that the development of the clothing industry is relatively healthy, and many enterprises have already done very strong, so they have become the object of concern for the capital.

The capital market is diversified and multi-level.

There are many tools and tools to help Chinese clothing enterprises find the capital that is most suitable for them.

No matter where it is listed, no matter where to raise capital, no matter where to borrow money, capital is always a friend that clothing companies can rely on.

Every enterprise has to find its most suitable capital to help its own development. However, capital has a price, so we must find a balance and balance to achieve harmony and harmony, so that we can gain strength and development.

The power of products -- imagination and creation in design management

Chinese clothing has gone through twenty years, and it has completed one hundred years' journey of Westerners.

Today, brands and markets are beginning to ask for design.

The issue of whether design needs to be managed and managed is widely concerned.

In the process of clothing development, every time a certain period of time, brands will encounter bottlenecks, brands need to pform and innovate.

In the competition of pformation and innovation, the brand has gained a new world in the past. If it fails to pass the brand, it will become old and marginalized and withdraw from the garment industry.

Zhao Weiguo, a professor at Zhejiang Sci-Tech University, said about design management: "what should be concerned with design management? Actually, design management is actually different in terms of the connotation and characteristics of clothing brands and clothing enterprises at different stages.

It has many adaptations. Precisely because of these things, there is much room for development of design management. I believe that in the process of the maturity of our country's clothing brand, we will gradually form some methods of our own design management localization.

Design needs organization and strategy.

Zhao Weiguo thinks that the role of design management in the entire manufacturing industry and the entire industrial industry is very important.

He said that design is actually no longer the individual behavior previously considered, and design is actually an organizational execution process.

It is an organization, is a system, any brand needs to rely on the system to complete the design task, only in this system, the design director, designer, design assistant, their role is different, how to connect these people, is the design management to solve the problem.

Many people think that design management is the management of designers. In fact, it is a design oriented management, which optimizes resources through design guidance, management and rational allocation, and integrates designer resources.

For the application of design management in the clothing industry, Zhao Weiguo believes that the current domestic situation is that there are some designs, but lack of management.

Some are lack of management.

There are ways, but this method is not effective, so many bosses think designers are difficult to manage.

The development of an enterprise or a clothing brand needs designers, but poor management may also bring bad effects to enterprises. "

China fashion conference

Liu Guanzhong, Professor of Academy of Fine Arts, Tsinghua University, talked about design management. "Design management is a topic of growing concern throughout the industry in recent years.

Now, management design and management are not the engineers, but also the contradictions in the industrial chain.

It is a beautiful dress, a picture of profit, or a brand.

In fact, it is dealing with relations.

China has excellent designers and design works, but the soil has not been improved yet.

Design is not only a problem of designer's idea, but if management organization can't keep up with it, it's difficult for the brand to stand out.

"You may be a master, but you can't be a brand. You can only hire someone else, get a high salary, but you can't become an independent brand."

Liu Guanzhong said.

Professor Liu Guanzhong also points out the problems in the design field: "we have grasped new theories and new technologies, and our vision has been opened."

Why can't we put forward new theories and new things that are suitable for China? We seem to be walking with foreigners as if foreigners were right.

China has a large population and the problems encountered by China are not encountered in the West. If we solve this problem, China's style will come out naturally.

Design and teamwork

When talking about design management, Xie Bingzheng, chairman of Guangdong's company, emphasized on commodity planning and data statistics and analysis.

He believes that a brand's commodity planning is very important, there will be some contradictions between the brand's product and marketing, but if the merchandise planning is not in place, there will be more contradictions.

He said that Korea's NMD (commodity planning and statistical analysis) is more powerful than product design, and they plan the product after market research.

Commodity planning is really important, but they need to be able to understand products and understand marketing.

He also talked about the fact that he could walk up to now and actually link products and merchandise planning together.

Designers should not only understand the development of products, but also understand the entire statistics and analysis of the market, and have a good cooperation with the marketing department.

Zhao Huizhou, chief designer of Shenzhen Yi Hui Garment Industrial Co., Ltd., speaking of the design management of Yi Zhi Hui, said: "Yi Hui has taken a very big detour. In fact, management is ultimately about managing people, not busy doing things.

Manage people, it should be divided into two pieces: the first is how to pform the idea into the design, form DNA, and then communicate correctly, let our designers know what the Oriental spirit of the art of art is, how to express a clearer position in the process of changing the current fashion and rapid development.

Zhao Huizhou thinks the biggest problem of being a designer is to believe in himself forever, so it can't be put on a lot of specific matters.

The designer team is very difficult to build, and how to let the design team continue? How to let the heritage of culture present in the enterprise? This is also the process of enterprise culture.

Wu Jianmin, chairman of Shandong sulang costumes and fashion Limited by Share Ltd, thinks that managing people is like "Shu Lang", happy work every day, happy in the enterprise design work as his career, his future.

Mao Jihong, chairman of state Fashion Design Co., Ltd., summarized the design management. During the process of exploring design management, the relationship between enterprise, brand, design team and designer actually saw from individual to organization, organization to society. This is from small to large, or from big to small.

In an organization, it is ultimately to find a source of power that matches the organization. No matter whether the power comes from the designer, or from the marketing, or from the consumer, or from the supply chain, the power should be the innovation of the whole value chain.

He said: "this relationship can also solve more problems, designers are the driving force of innovation, in fact, designers are particularly difficult to manage a group of people, if he is very irrational, you use his emotional side, and you have to use a very rational team, or with a very rational organization to really help designers realize his dream, in fact, this time you may be effective in the market, or the effectiveness of the consumer is very good."

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The power of electric business -- the new backbone of leapfrog development

If asked, what can't be ignored for the garment industry in 2000? There must be e-commerce in the middle of this answer.

Nowadays, e-commerce is no longer a simple selling problem. What is more important is how clothing brands survive and develop in e-commerce. Brand management and brand creation have become a very important part of the network space.

The existence of network is not a simple issue of communication and channel for clothing brand.

Online is the trend.

On line is the trend of retail development. Beijing is looking for the data analysis of Lv Bowang, President of consulting company. E-commerce has been developing in the United States since 1999. It has been 15 years now.

The real meaning of e-commerce in China started after Taobao launched Alipay, so it is seven or eight years to calculate China's e - commerce. But the proportion of online retail accounts for total consumption. This year, the proportion of China has reached or even surpassed that of the United States.

In the US, the growth rate of online retailing is twice as high as that of offline retail sales, 20% of online retail sales and less than 10% of offline retail sales.

China grew by 100% before 2008. Last year, online retail sales increased by 86.5% years, and retail sales could increase by about 80% this year.

According to the development rule of the United States, China should move towards a relatively mature and stable growth stage, but the situation in China and the United States is still different.

Lv Bowang thinks, first of all, Chinese netizens are relatively young. Now these netizens are moving towards maturity. Maturity means that these people are buying more and more power. They have developed the habit of using the Internet and have developed online shopping habits. Once increasing purchasing power, driving power to e-commerce is very powerful.

He also said that there are many concerns about brand enterprises doing e-commerce. One is the conflict problem under the Internet. Some brands are lack of retail experience and lack of direct experience in dealing with consumers. They need direct dealings with consumers, which leads to a shortage of talents.

In addition, e-commerce is a channel for fine operation.

He believes that e-commerce is not only a concept, it is a fine operation, the operation of talent is scarce.

Moreover, the difference of consumers' characteristics under online Internet leads to some doubts about offline brands' repositioning on the Internet.

The chief strategist of the financial media group, wing Chao, talked about the development of e-commerce. "In 1998, when IBM was the main business, e-commerce grew in the economic and social sectors. Now, in retrospect of the past struggles and future prospects, what will happen to business or business problems? I think the key is how pactions turn to communication."

He talked about the development of electronic commerce in the future. What we need to pay attention to is that the price problem will turn into some kind of signal. The price will exist, but the price is not the only indicator to decide the paction, or even the important indicator.

Channels are not channels, but more importantly, social networks.

A brand is not a brand, but a sense of identity. It is the effort and emotion of a brand.

In addition, the mature consumption network reflects the combination of productive consumption and consumption based consumption.

Integration of clothing and electric business

It is recognized by the public that clothing category is one of the most suitable categories of electric commodities, because the channel level is relatively large and the gross profit is relatively high. The cost of the channel can be reduced through the network, and more importantly, the high gross profit can be pformed.

E-commerce has become a channel accelerator for garment industry. In the second quarter of 2011, the scale of online retail pactions of China's apparel category was 46 billion 900 million, an increase of 17% compared with the first quarter.

According to the forecast, the market scale will reach 170 billion in 2011, and the increase will exceed 50%.

Liu Dongming, director of the center for integrated marketing research of the China Electronic Commerce Association, said: "there are two changes in the integration of clothing and e-commerce. One is the electric business of clothing brands, the other is the branding of clothing business operators."

As a traditional big Mac clothing brand, it began to try to pfer to the Internet. Japan UNIQLO has begun to test the water business.

Our offline clothing brand is gradually becoming electric.

We are the fierce tigers on the ground. We try to plug in e-commerce wings and take off slowly.

Regarding the brand of clothing electric business, Liu Dongming thinks that both the brand and the peripheral brands have gone beyond the imagination speed of traditional enterprises, so that many of these brands may not be very familiar, but they have grown up, and have not even had time to let us know.

And they are more and more sought after by the capital, and the brand of this clothing business will be the branding of the clothing business.

When it comes to who will be the king of the clothing industry in the future, Liu Dongming believes that we must have the dual genes of the elites of traditional brands and the brand of electric business, which are more powerful than others.

It may be possible for traditional enterprises to place wings on the ground tiger, and it is also possible that the brand will start landing.

In Liu Dongming's view, tiger's chances of inserting wings are more likely to succeed. The TOP10 sold on the US line is mostly the traditional brand plus a small part of the electricity supplier brand. While China's online sales of TOP are basically traditional electric business brands, the United States today is our future.

The power of integration -- the synergy of supply chain

The industrial chain of textile and garment industry is very long. It is difficult to achieve continuous growth and development of a single product by only one link.

The whole process of the supply chain is to purchase raw materials from suppliers first, then produce them, then sell them by producers, and finally send them to customers.

All processes require cheap, safe and accurate pportation, production and delivery, and the result is the most appropriate supply chain management.

The management of BELLE group has repeatedly said that BELLE's core competitiveness lies not in its products but in the supply chain. BELLE's sales are very good and sales are very large, all of which are derived from the continuous supply of its best-selling products, and the supply chain has become a new competitive power.

A buffet mode or a new idea.

Before a long period of time, many enterprises are trying to find ways to commercialization of product design. But now, when product trademarks are removed, product differentiation is no longer obvious because enterprises are not only managing and learning from each other, but also learning styles, so the difference between products is getting smaller and smaller.

"Instead, the new competitiveness should come from the new supply chain. The success of ZARA is because it has a fast supply system, speed up, and has more value."

Shenzhen Ellassay Apparel Industrial Co chairman Xia Guoxin said changing the mode of supply chain management is the current focus.

Xia Guoxin analyzed the development direction of the current supply chain with the order mode and buffet mode. "The order mode is what you eat when you order something. If a dish is delicious, everyone will eat it, eat it up, and there is no good food left there.

The mode of buffet is to put it out a little bit more, take more of the back production, and immediately fill it up. In the end, you can eat something like that, and you can eat it in a continuous stream. You can not eat it any more, so it will not be produced any more. In short, inventory is what is on the plate.

How to pform the order to the buffet mode is a new idea for supply chain management.

Comprehensive management of supply chain is needed.

If a company can truly manage a buffet, it must integrate all suppliers and supply chains from top to bottom.

Through the early stage of small batch production, and then do a lot of late production preparation, not to produce it all.

Through delay design, we can quickly replenish goods without causing a lot of inventory.

The change of consumer demand is hard to ponder. Their demand changes very fast, and the demand is diversified. It is very difficult to guarantee accurate prediction, and the risk is also very large.

Therefore, we should shift from prediction to rapid response.

Rapid reflection has two challenges for the clothing industry, one is how to ensure quality, and the other is how to produce fast. Second.

The important information resources, quality control and quick response of clothing brands can only be realized through cooperation with suppliers.

Improving supply chain to enhance competitiveness

At present, garment enterprises are affected by many factors, such as export. Stimulating domestic demand is not easy.

But the more difficult it is, the more we have to integrate into the industrial chain and integrate into the world industrial chain.

Garment enterprises should take advantage of every opportunity to upgrade their industries.

Lutai textile Limited by Share Ltd as the world's largest supplier of high-end color fabrics, and the world's top brands suppliers, has a complete textile and garment industry chain from cotton breeding, cotton cultivation to spinning, dyeing, weaving, finishing, and garment production until the two line brand marketing.

Through the optimization of industrial chain and the perfection of organization, the leading industry of the company is more prominent, the allocation of resources is more reasonable, and the operation of various industries is more flexible.

Liu Zibin, general manager of Lu Tai Company, said that at present, Lu Tai has formed an industrial cluster dominated by combed yarn, high-grade dyed fabric and high-grade dyed fabrics and high-grade shirts, and has become a high-end supplier of world-famous brands such as Armani. All these are closely related to the perfect industrial chain structure of the company.

At present, the cost of labor and raw materials is rising in China. Many foreign companies have already removed factories in the country and have opened factories to low-cost countries such as Pakistan.

China's garment enterprises should not only look at the domestic market, but also make use of resources from all over the country to make production.

Now we have to consider the global supply chain, because the future Chinese clothing industry can produce very basic things to the low cost countries such as Vietnam and Bangladesh, making full use of the global supply chain and purchasing chain.

Wang Luyin, chairman of Quan Wei International Holdings Limited, said: "we must have advanced thinking, buy the whole world and sell it to the whole world. The supply chain is not a vertical chain, but a global chain."

Any person, any region will become an element in the supply chain, so this trend tells the domestic clothing enterprises how to make good use of the supply chain.