Specialized Market Of Spinning And Weaving Clothing: Independent Brand To Measure Sustainable Development Ability

Only the independent is their own, how to pass.

We invite the head of two professional markets from south to north to discuss and share their successful experience in helping merchants to move from wholesalers to brand dealers.

Reporter: the professional market has already ushered in the golden period of development. The rising brand demand and consumption demand, the rapid development of commercial real estate construction and the needs of regional economic development all determine the huge development prospects and strong development momentum of the professional market.

One step ahead is to enter the blue ocean, slow down, and struggle in the Red Sea.

What do you think of the idea that "professional market is also a brand market"?

Wang Jianxun: my interpretation of the "professional market is also a brand market" is that professional market is brand incubator.

There are 90% women's wear brands and 1/3 women's trousers brands in Jin Rong commercial and trade city. All of these brand owners have marketing centers in Jin Rong commercial city.

We have a plan that has been implemented for several years, and is still in progress: using 5~10 years to cultivate and support 10 provincial brands and 5 domestic brands.

Xu Weimin: I agree with the idea that "professional market is also a brand market", which puts forward a new height for our operation management.

As we all know, the professional market is the gathering place of brands, and also the base of many brands. It is also the circulation base of many brands.

The development of the professional market requires a lot of support points, such as the brand's fashion, the business philosophy and operation methods of the brand operators, the increase of the share of the independent brand and the components.

In my opinion, the professional market needs two brand strategies: one is that the market is the big strategy of the brand, the other is the big strategy for the development of many brands in the market.

Strong and strong, what we need is to operate the brand of Tianhong garment city and have enough influence and radiation ability in the industry.

We are committed to making Tianhong garment city a famous brand in the wholesale market of women's clothing. We will develop Tianhong into a large platform for brand display and trading. We will use the brand of Tianhong clothing city to solve the sales problems of many women's clothing brands.

Secondly, we also need to manage many brands that have settled in Tianhong, serve well and support them well so that these brands can thrive in Jiangsu, grow and grow.

The professional market can not cultivate a brand that has a strong appeal in China, but it can cultivate many competitive and cost-effective brand.

Reporter: can you share with us your experience in helping businesses to develop their own brands, and the successful brand incubator mode?

Wang Jianxun: Jin Rong trade city is the largest trade center in the Central Plains area. Jin Rong International Textile City is a professional accessories market. The Jin Rong Industrial Park is a modern industrial park. "Jin Rong" is a three-dimensional and full value chain for the cultivation of Yu style clothing.

Xu Weimin: we should mainly focus on four aspects in the cultivation of business independent brand: strengthening the building of soft power of merchants, providing brand registration help, focusing on brand channel development and giving a series of policy support.

First, through the platform of Tianhong Garment City, it will give support to the Internet, media and e-commerce.

For example, regular production of independent brand publicity materials, popularization of independent brand knowledge, and phased and batches of key objects to carry out independent brand registration training and guidance.

Second, Tianhong clothing city has contacted many brand agencies, giving strong support in brand registration, brand building and brand promotion.

Tianhong clothing city proposed "take the first grade wholesale road" and formulated the "Management Convention", invested a lot of manpower and material resources in all parts of the country to publicize and popularize, and sent the brand product manuals regularly to the channel merchants, attracting buyers from all over the country to seek cooperation.

Third, since 2010, Tianhong garment city has become a strategic alliance with Jiangsu's more than 80 garment markets, and has exported many brands of Tianhong clothing city.

And through long-term accumulation of databases, Tianhong internal magazines and magazines are mailed to purchasers.

Fourth, Tianhong clothing city has formulated relevant independent brand support policies, such as reducing the rental of shops and giving a longer lease period.

Market managers actively support their own brand advocacy fees and support for channel construction.

At the same time, we will conduct annual reviews of independent brands and give material rewards to merchants who have better performance in their own brands.

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Reporter: how can we use the advantages of the market to enhance the popularity of our own brand and expand the depth and width of its sales channels?

Wang Jianxun: Jin Rong commercial city uses its advantages in clothing industry and resources integration marketing.

For example, in 2009, Jin Rong Commerce City, with the forum as its fulcrum, leveraged the clothing association and the government, and more than three thousand garment industry personages, held a women's wear conference, and the more than 10 women's clothing brands settled in Jin Rong commercial city were successfully promoted.

Jin Rong business city uses the link between the professional market and the shopping mall of two or three line cities to hold a business meeting and a briefing session.

In addition, we also organized businesses to inspect clothing producing areas and shopping malls, and invited shopping malls and production enterprises from all over the country to visit. In 2010, they went to the United States for further inspection.

Not long ago, more than 30 people from Luzhou, Southwest China, bought a group of women's clothing companies.

Xu Weimin: such a group in the market is different from that of merchants.

To enhance the popularity of its own brand, we need to rely on the strong operation management of Tianhong Garment City, such as the propaganda system based on rainbow, and the professional development team of Tianhong.

In order to promote the promotion of rainbow business, Tianhong has four quarters of clothing Expo week, as well as a large customer database, and regularly organize market docking and market expansion.

We hope that businessmen will combine their brand personality into the commonalities of rainbow, cooperate actively and take the initiative in marketing.

Reporter: the independent brand is generally weak in design. How can we make use of the resources of colleges and designers?

Wang Jianxun: Jin Rong trade city has been making up for the short board of its own brand in design.

There are many colleges and universities in the textile and garment industry in Henan. We have established a strategic alliance, and the cooperation and stability between them have penetrated into all aspects.

For example, the title of "Jin Rong Cup" is supported by 2011 of Henan Institute of Engineering's "Jin Rong Cup" fashion design graduates' final works and the outstanding works of fashion design graduates. It is an inspiration for design talents. We also invited garment enterprises to visit together and set up a platform for communication between talents and enterprises.

Xu Weimin: we are also actively looking for design resources, such as trying to collaborate with universities, excellent designers resources.

For example, many clothing colleges and universities need relevant funds and platforms. Tianhong clothing city will act as a good bridge and link, so that the independent brand and design resources will be properly docked and contributed to their cooperation.

Reporter: how many merchants in the market are making their own brands? What are their categories? What are their brand positioning? What are their achievements at present?

Wang Jianxun: Yu faction has more than 600 women's own brands, and more than 400 women's trousers are located in young and middle-aged women aged 20~60.

In 2010, CCTV news channel at nine a.m. "News Live Room" program broadcast the "journalist survey" topic "the clothing industry pferred to the Central Plains and Zhengzhou women's clothing was sold back to the South". The reporter made a detailed report on Zhengzhou women's clothing to the national market, industrial pfer and other issues.

Xu Weimin: at present, nearly 20% of Hong Kong's merchants are operating their own brands, and about 200 businesses cover different categories of women's clothing.

Its brand positioning is in the middle and high grade, and goes through the fashionable management style.

At present, there are a number of excellent brands of Tianhong, and many independent brands have their own franchises and stable customer groups.

For example, the brand of Hollywood, A-SHE, Jiasheng famous brand, Guang Yun, C Berg Layton and so on last year were outstanding.

In March 2011, by the China Textile Industry Association Circulation Association and the China clothing association jointly held the "2011 China clothing growth brand conference", Changshu Tianhong clothing city won the title of "2011 China clothing brand incubation base".

Tianhong clothing city 8 brands won the "2011 China clothing growth brand", 5 brands won the "2011 China clothing outstanding channel brand", the number is the most in the national clothing wholesale market.

Reporter: in practice, have you summed up what type of merchants are suitable for their own brand creation?

Wang Jianxun: the merchants who are suitable for their own brand must have the following three points in hardware: production centers, R & D centers and marketing centers.

The external factor is that there must be a stable dealer, and the most important thing is the change of thinking of businessmen.

Xu Weimin: to create a brand requires a long process of development and accumulation.

Self created brand depends on the sensitive feedback ability of merchants to market information, good marketing channel, forward-looking business sense, and a strong management team.

We support businessmen to build their own brands, but do not advocate blind obedience, such as novices or business owners of 1~2.

This phrase can also be applied to the development process of self created brand of merchants.

Only long time channels and wealth accumulation merchants are suitable for self created brands.