Shishi Clothing City: Pformation From Channel Merchants To Brand Dealers And Even Electric Providers

Textile and garment specialized markets all over the country have the characteristics of regional popularity and consumption diversity, so they all have a relatively sound distribution channel.

From the development of recent years, the textile and garment market in all parts of the country has hatched some famous clothing brands with nationwide influence. Its brand incubation function has been recognized by the industry more and more, and is known as "brand incubation base" by the industry.

Among them, Shishi clothing city is a typical representative. In 2010, at the eighteenth China International Clothing and Accessories Fair held in Beijing, Shishi clothing city was named "China's clothing brand incubator base".

From channel providers to brand operators

Cai Wuxiao, who has just returned from Guangxi Nanning to Shishi clothing city, has a look of excitement.

The trip to Nanning was a great success, much more than he had expected.

This time he went to work with the general representative of Guangxi to push his own brand. When he threw his plan to the total generation, he was very much in agreement with the two people.

"This year, we plan to open ten stores and open to twenty next year."

Cai Wuxiao followed the chief generation to run in Guangxi's Guilin and several cities in Wuzhou. The following two agents are willing to follow them to make brands.

Guangxi is the third province that Cai Wuxiao has taken. He plans to take two provinces' sites this year and open their own stores to 50.

"This is not difficult at all. I think there is no problem in opening the 100 house. The difficulty is that goods can not keep up. I have to go step by step."

Cai Wuxiao said that it is difficult for enterprises to push their brands.

But for me, such an old businessman, the most advantage is more channels.

"I know that pushing brands is very tired, so my brand was registered more than ten years ago, and I didn't dare to move in my hands."

Last year, under the encouragement of the clothing city management office, Cai Wuxiao finally went to sea.

First of all, three stores in Jiangxi and Anhui have opened more than ten stores, and the sales volume is pretty good. Cai Wu Xiao is a bit surprised.

Initial experience has also been accumulated for how to operate a brand.

At the beginning of the year, Shishi clothing city formulated the work plan of "service merchant", and introduced a series of measures to encourage merchants to "start their two businesses". Among them, there were policies to encourage merchants to pform from channel providers to brand operators, and strengthened the belief of CAI Xiao Xiao in making brands.

"Wholesale and brand are two different concepts."

Cai Wuxiao said, do wholesale, "take care of yourself" more, but to make brand, we must adjust the channel profit distribution mode.

"This is not difficult, but it is difficult to build a complete system for the brand. From the procurement of raw materials to production inspection, design and research, marketing, brand tracking and many other links, there is a possibility of systematic bias in any link."

Cai Wuxiao said, making brands make people work hard, "but with the support of the government, I have confidence!"

There are still many brands in commercial pformation.

For example, "Xin Shi Hui" brand launched by Li Xin Fashion Wholesale Department, and "VANSLON" brand launched by Wan Xing long trade, and so on, Yi Xiaowen is also one of them, but his practice is different from others.

He does not sell products, but sells stores to make brands.

"I have a lot of resources in manufacturing enterprises, and their products are very good, so I will take advantage of this."

Yi Xiaowen set up shop everywhere, and then asked the companies to sell their products in his shop.

When his shop was blooming everywhere, people suddenly realized that it could be bigger! "This is an innovative mode, very similar to"

Brand incubation trend

"Only production and processing links, not building brand culture, design research and development, marketing and sales channels that will play a decisive role in brand development will seriously affect the survival and development of Shishi industry."

Then, how can Shishi clothing city play a leading role in the professional market and promote the pformation and upgrading of Shishi industry?

"Shishi clothing city will exert its strength in two directions simultaneously."

Li Yan said: "first, hardware upgrading -- to speed up the construction of logistics, hotels and other supporting projects, the market decoration of atmospheric fashion, get rid of the low-grade, traditional image of the category layout, create a suitable trading environment and market image characteristics for the local wholesale market, and then stimulate the development of the industry; the two is software upgrading -- solid and strong e-commerce platform, fashion and creative square, providing personalized and professional services for merchants, forming a more valuable" invisible market "and upgrading the brand incubation function.

Li Yan, like Cai Wuxiao, is pushing his own brand.

"I have been hesitant for years to push my own brand.

In the end, I made up my mind to do it sooner rather than later, "Li Yan said." the same quality jacket can sell for thousands of dollars in the brand store, and only one hundred or two hundred yuan in the wholesale shop. Why not make the brand?

Li Yan said that if the clothing city merchants want to push the brand, they have many advantages.

If you want to find fabrics, look for styles, look for fashion colors, look for information and find a testing agency, you can't see the quality. You can't get out of the clothing city. You can solve the problem directly on the fashion creative Plaza.

This year, the clothing city management organization implements the strategy of "promoting the promotion of projects": first, promote the construction of e-commerce, continue to build and perfect the trading platform, and plan to build an e-commerce area; two, promote the construction of creative industry area, continue to increase the research and development of clothing, software development, advertising design, brand planning, introduce the distinctive brand of creative brand into the Shishi clothing city, and further enhance the strength of the creative industry; three, enhance the influence of famous brand remittance, increase the influence of the famous brand remittance through increasing publicity, planning promotional activities and docking with the tour group, and increase the proportion of tourism sales, and create a large-scale clothing wholesale shopping mall with leisure, shopping and tourism as one.

With the Shanghai Expo, Shishi clothing city as a modern fashion industry exhibition platform has more and more prominent functions, which is very conducive to the growth of the brand.

"Clothing city that integrates the resources of Shishi industry chain" has brought into full play its advantages of being close to the market and mastering market dynamics in recent years, providing the think-tank support for the incubation of brands, leading the trend and winning the favor of merchants.

Li Yan said, this is exactly the case. Nowadays, more and more businesses in the clothing city have embarked on the road of brand.

E-commerce accelerates brand building

"Shishi clothing city merchants, in the past are connected to the factory, the small one or two, more than a dozen or so, and now many businesses are not only connected to the factory, but also connected with a shop online."

Shen Jinlian told reporters, now the business of the children of the University have just graduated from the university to open the net shop, clothing city a year of online sales of less than a billion yuan.

All this is due to the exemplary role of the e-commerce platform of Shishi garment city.

"In 2008, the clothing city started the electronic business platform. I couldn't understand it at all. I thought it was a showcase. It was useless and useless.

But when my daughter was at University, she began to work as an online shop before graduation. Now her daughter sells more online than I do in physical stores.

Shen Jinlian began to study this stuff and became an expert quickly among his peers.

He said that the platform made by garment city has three characteristics: first, the combination of the ideal network shops and the physical shopping malls, the operation of online shops and wholesale shops on the Internet Mall, and the integration of online and offline businesses; the two is to achieve production and marketing docking through the network platform, and to expand sales channels; and the three is the combination of powerful online payment function and offline value-added services.

Last year, they opened a shopping mall on Taobao to sell agents for businesses and businesses, and the volume of pactions rose.

By building its own e-commerce system, Shishi garment city is driving more and more businesses to "shock".

With the continuous improvement of raw material prices and labor costs, the original market has been greatly affected, and online shops have sprung up like mushrooms. Since online shops are directly oriented to consumers, the intermediate links have been reduced, and funds have been quickly recovered. The advantages of Shishi products and industrial bases have been shown again.

"Online shops change not only the sales mode, but also speed up the pace of industrial upgrading."

Shen Jinlian said, because online shops must be updated and fashionable with more variety, forcing more and more businesses to focus on innovation and design their own products, from OEM to licensing, from processing to development.

Shen Jinlian told reporters that his daughter registered the trademark of Xi Long and also had his own design studio.

In the past, his daughter gave him a hand, and now he gives his daughter a hand.

In Shishi clothing city, there are still many successful cases for merchants to run online shops, which has also made a number of online brands, including Kaka, Xi long, Qi Qi and Si Wei Sha. Among them, the ancient card has become the top ten brand of Taobao casual men's clothing.

Through various channels to accelerate growth, Shishi garment city has emerged in recent years a number of "growing" small and medium-sized brands. From the strategy of "winning the terminal" and expanding the road map of these brands, we can see that the growth pattern of small and medium-sized brands in Shishi clothing city will be bigger and bigger.