Ningbo: Optimize Product Structure &Nbsp; Promote The Development Of Textile And Garment Industry

"Ningbo will take the adjustment and optimization of product structure as the main line, brand promotion as the guide, and the cultivation of dominant backbone enterprises as the focal point to promote the upgrading and development of textile and garment industry."

Yu Hongyi, standing committee member and deputy mayor of Ningbo Municipal Committee, said in an interview with reporters recently.

It can be said that the manufacturing level of Ningbo's textile and garment industry has always been a leading position in the whole country and has become the most competitive and traditional dominant industry and pillar industry in Ningbo.

In terms of brand, Ningbo owns more than 20 textile and garment industries, YOUNGOR, Shan Shan and Luo Meng, and 25 famous trademarks in China.

In recent years, Ningbo has speeded up the upgrading of the textile and garment industry. The garment enterprises represented by YOUNGOR have changed the original thinking mode of paying attention to scale expansion, instead of focusing on quality and actively improving the industrial technology content to integrate with the world.

From "manufacturing factory" to "creative world"

At the 2011 Ningbo clothing festival, YOUNGOR, with its six largest brand, appeared in the form of a full range of brand experience galleries.

YOUNGOR, MAYOR, GY, CEO and HANP, HartSchaffnerMarx and other six brands have different brand positioning, creating different Pavilion styles.

As Li Rucheng, chairman of YOUNGOR group, said, "YOUNGOR should no longer follow the trend of consumption, but to lead the trend and create the trend."

In order to focus more on the brand clothing industry, in June this year, YOUNGOR pferred all the shares of wholly-owned subsidiary of new Ma clothing to Sheng Tai yarn dyed fabric. At present, YOUNGOR is pforming from a production and marketing enterprise to a brand enterprise.

According to Li Rucheng, the company is also considering a higher level of industrial upgrading, turning from technology intensive to art and creative enterprises, and pforming YOUNGOR from a garment factory into a "creative and creative world of culture and art."

Compared with YOUNGOR, Taiping bird is a new garment enterprise in Ningbo. It represents a lively, fashionable and fast-paced consumption concept.

Zhang Jiangping, chairman of Taiping bird company, said: "Taiping bird does not dress, but fashion creativity."

Facing the confusion of traditional manufacturing industry, Taiping bird put forward the idea of fashion pformation in fashion industry. Under the guidance of creativity, Taiping bird has gradually stripped manufacturing links, strengthened design and marketing, worked hard in internal efforts, studied the needs of customers, focused on creating "fast fashion", and achieved remarkable results. In recent years, the traditional garment industry has been pformed from labor-intensive to fashion oriented industry by a strong growth rate of 40% per year.

"Fast fashion has changed the sunset label of traditional clothing industry, and has found a new world full of imagination in traditional clothing industry, turning culture and thought into productive forces and turning clothing shops into DreamWorks."

Zhang Jiangping said.

Now Taiping bird has more than 1500 stores in China. Through efficient management software, every instruction of the headquarters is pmitted to every counter at the first time, and almost simultaneously sends the sales information from all parts to headquarters, and then starts another cycle from design to sale, and this seemingly pparent "fast fashion" is precisely the core competitiveness of Taiping bird.

From "single product era" to "serial combination"

"Brand is the backbone of enterprises and the core competitiveness of enterprises. In recent years, the brand awareness of Ningbo garment enterprises is getting stronger and stronger. This is a gratifying phenomenon."

Zhou Xueming, deputy director of Ningbo economic and Trade Commission, said that YOUNGOR launched the GY fashion young men's wear brand, and Shanshan launched S2 urban white-collar clothing. This shows that while emerging brands are rising, old fashion enterprises are also developing in innovation and becoming more fashionable.

"At present, more than 80% of garment enterprises in China are still in the era of" single product ". When they are playing brand, they should consider brand positioning and carry out a series of combinations, and the brands should also be subdivided.

Li Qiming, vice president of Shanshan Group, believes that multi brand internationalization will become a trend.

Shan Shan rates ahead of China's clothing industry to launch advanced industrial concepts such as "famous brand strategy", "designer brand", "intangible assets operation", "multi brand and internationalization". It has worked with international famous fashion industry groups such as Itou Tadamori, Italy, France, France and so on, especially with Japan's Itochu trading company, which has 140 brands.

Over the years, Sugisugi Ichino has adjusted the brand members of the "fashion sector" to win the fittest and create a brand forest suitable for its survival and development.

Li Qiming told reporters that the future Chinese fir in the "fashion plate" is committed to create "the first choice of the international brand to open up the Chinese market", make full use of international resources and advantages to do domestic market, not only develop high-end brands, but also do not give up the high and low pmission rate of the brand.

On the other hand, we should nurture our original brand with the experience of international brand operation.

In fact, several garment enterprises in Ningbo have started the road of multi brand.

Bo Yang, Taiping bird and other enterprises are holding more than just one brand.

The competition of clothing brands should be comprehensive competition such as comprehensive strength and integrated marketing innovation, including the brand innovation capability and the fission of development mode, the expansion of marketing channels, etc., and we can not simply consider the scale of enterprises.

Li Qiming believes that Ningbo clothing enterprises need to innovate in brand mode. If Ningbo clothing enterprises still stop at the same output value, the size of the shipbuilding industry will be more inappropriate than that of tonnage.

Because of this, in recent years, we will find a phenomenon worthy of attention in Ningbo clothing. "Ningbo pack" has sprung up many brands in the second round of innovation, and they have not only achieved good reputation and achievements in the development process, but also led many enterprises to open up a new world in the clothing e-commerce market.

From "traditional sale" to "electricity supplier era"

As the main textile and clothing cluster in the country, the traditional textile and garment enterprises in Ningbo have been more and more involved in the Internet in recent years. They have been spreading more and more widely, and have repeatedly created the myth of Chinese clothing e-commerce sales. So far, the highest sales record in the history of e-commerce is also the miracle of China's home textile online sales, which is Ningbo enterprises.

In November 11, 2010, the sales volume of Ningbo Bo Yang Taobao mall exceeded 34 million 680 thousand yuan per day, ranking the highest in Taobao's all category sales champion, and the highest in e-commerce history.

"In the future, the development direction of Bo Yang's sales is the coexistence of online and offline businesses.

Offline store sales can give buyers a sense of experience, while online sales will win at a low price and convenience.

Wu Huijun, chairman of Ningbo Bo Yang Fashion Co., Ltd. revealed that "online sales often give us some unexpected surprises and even affect offline sales."

For example, we find that many packages on the Internet are sent to Hainan, which has not attracted our attention before.

So now we have opened the physical store to Hainan, and the business is booming.

It is reported that Bo Yang Group currently has 5 clothing and apparel brands, 4 home textile brands and two footwear brands in e-commerce pactions, in 2010 only the e-commerce sector contributed 150 million yuan sales revenue, 2011 e-commerce sales amounted to 260 million yuan in 2011, with the arrival of the second half of the peak season, e-commerce sales this year is expected to exceed 1 billion yuan.

With the clothing companies taking a look at the domestic market, e-commerce is becoming more and more important in Ningbo's clothing enterprises. It indicates that Ningbo's textile and garment industry is coming.

"Now we need to focus on cultivating enterprises with innovative ideas, producing small batch, personalized products with high added value. This will be a trend and direction for the future development of the clothing industry," Zhou Xueming analysis said. Under the background of rapid development of B2C, Ningbo textile and garment industry explored the "two integration".

It is foreseeable that Ningbo, an old famous clothing city, will accelerate its pformation and upgrading under the impetus of creativity and usher in a new milestone in the garment industry.