Shandong Clothing: Brand Is The Shock Absorber For Enterprises To Deal With The Crisis.

As textile

Shandong, a big province, is in a difficult position. The international market is in a slump and the traditional comparative advantage is lost.

However, when a large number of export processing enterprises stop production or even go bankrupt, the independent brand enterprises are still strong, and brands become the most powerful "shock absorber" for enterprises to deal with the crisis.

In order to promote the "brand building year" activities of enterprises, recently, the Shandong economic and Information Commission and Shandong Garment Industry Association jointly selected 11 leading enterprises in the province, with brand building as the main line, and the growth of brand value as the goal, exchanging successful experiences and analyzing the development of the garment industry.

Crisis usher in opportunities for brand rise

The new wave of brand innovation is on the rise.

Reporter: at present, the whole textile and garment industry is rather grim. At this time, what is the importance of taking the road of independent brand to enterprises?

Lu Changren: like our labor-intensive manufacturing enterprises, the living space is squeezed smaller and smaller.

Huiquan's innovation and pformation is more urgent. We have to think about how we should turn to where to turn.

Looking around the changes around us, the domestic clothing market is more mature. Brand diversity and brand product differentiation are more and more accepted by consumers. A new wave of brand innovation is taking off. Therefore, "creating and running independent brands" has become the only choice for enterprises.

Horse science strong: this year, the situation facing enterprises is very grim: textile raw materials continue to operate at high level; all enterprises are short of labor shortage, the stability of workers is not enough, and the cost of labor increases significantly.

The problem of labor force will become a long-term factor affecting the development of the industry, and it reflects the urgency of changing the development mode of textile and garment enterprises.

Facing the changing situation, it is imperative for an enterprise to create its own brand.

Brand can not only enhance the cohesion of our workers, but also expand the living space of the company.

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Yuan Wenhe: the development of famous brand strategy has become an important task of China's clothing industry.

Looking back on the famous brand building of 30 years, we feel that brand maintenance is also important.

Since 1995, he has been fighting against trademark infringement for more than ten times in Taiwan, Japan, Korea and China.

Among them, the infringement in Japan and South Korea lasted ten years, until the "well-known trademark" was effectively curbed.

At present, she has registered in Japan, the United States, Russia, France and other countries, and has obtained the right of protection in 87 countries in Madrid.

The use of CI design (CorporateIdentity) has also increased the brand positioning and promoted the cultural connotation.

Quality is the foundation, technology is the root.

More than 30 years of two digit growth, the key is technology.

Reporter: in the brand cultivation and construction, which direction should the enterprises grasp?

Sun Zhenke: quality is the foundation of brand development.

Nanshan textile apparel integrates the industrial chain from Australian pasture wool supply, wool top combing to spinning, weaving and dyeing. With the world's leading technology and resources, perfect product development and testing system, the products are checked from the source of the ranch to the layers of garments to ensure the quality of the products.

In order to integrate with international first-class brands, Nanshan has product research and development institutions in Milan, Italy, New York and Losangeles, and has experts from Italy, Japan and the United Kingdom to provide international advanced technical support for Nanshan.

Zhou Zunlin: over the past 30 years, the group has maintained an average annual growth of two digits. The key lies in continuous technological innovation.

Our outreach research institutes have formed an alliance of industry, University and research, built three level tower independent innovation system, and established and improved the open technology innovation cooperation mechanism.

Not only has Japan become an important partner of UNIQLO and Dongli, but also has gone out of its own unique way in the application of new fibers, and has become a leading industry in the country with more than 30 companies and branches and 1.8 employees.

Liu Zibin: Lu Tai's annual investment in science and technology accounts for more than 5% of sales revenue, and is increasing year by year.

As an export-oriented textile company with an export proportion of over 80%, Lu Tai's products are favored by the global high-end clothing market and become the world's top brands supplier of Italy Armani (ARMANI) and BURBERRY, and the world's top brand shirt manufacturers.

The company has developed more than 600 new technologies and products.

At present, new product orders account for more than 50% of total orders, and sales of new products account for more than 65% of total sales.

At the same time, we determined the brand development strategy of "borrowing the ship to sea", and introduced the world-famous brand "Alan Delong" as the starting point of developing the brand, and rapidly expanded the influence.

At present, over 80% of the top grade fabrics "Lutai Greifen" are sold to major developed economies abroad.

Channel to create brand space

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Men's clothing brand competition is mainly in channels and innovation.

Reporter: in recent years, there is a saying that "channel is king", which seems a bit absolute, but the importance of channels has already reached a consensus in the clothing industry.

How does strengthening channel construction play a role in building brand?

Chen Yujian: the growth of brand depends on the expansion of channels.

At present, the brand competition of men's clothing at home and abroad is mainly carried out on commercial channels and business innovation. The control and management of sales channels and network terminals affect the stability and continuity of profitability in the future.

At present, Hinur mainly adopts the sales mode of "direct shop + franchised store".

The company currently has more than 800 stores, and is increasing at an annual rate of 100.

This year, we are going to speed up the opening up of our stores and strive to expand the number of Direct stores to more than 100.

At the same time, the upgrading and upgrading of terminal stores will enhance the decoration style of terminal stores. Since last year, the profitability of single shops after decoration has greatly improved.

At present, he has become a large garment enterprise which concentrates on the design, development, manufacture and sale of high-end suits, shirts and clothing products, and is also the first clothing plate company in Zhejiang Province.

Bai Wenhui: Ruyi's approach is to persist in utilizing the power of capital to integrate global resources and make full efforts to develop the brand.

During the financial crisis, the company acquired three famous international brands including Italy TOMBOLINI (Don Bollini), Germany REGENT (Lei Gente) and Japan RENOWN (Rena).

Among them, the acquisition of Rena made Ruyi group quickly owned dozens of mature international brands and 2400 stores.

Ruyi group, as the first Chinese company to purchase the main board listed companies in Japan, has aroused shock in the industry. Many well-known international companies have been seeking cooperation with Ruyi group or its subsidiaries.

In 2011, the group's sales revenue exceeded 14 billion 800 million yuan, of which 6 billion 630 million yuan was realized by the brand plate.

Marketing innovation growth value

30% customized customers create 90% profits

Reporter: in the face of the current poor market demand, how can enterprises break through in the marketing mode?

Zhang Yunlan: the phenomenon of the homogenization of clothing brands is becoming more and more serious. The traditional brand operation mode has met a severe test.

Brands need innovative business models to ensure that.

Since 2000, red collar has established the enterprise strategy of developing customized garment customization, and embarked on a complete set of operation system.

Customization is the ultimate goal pursued by garment enterprises, and personalized garment customization is very difficult for garment enterprises of large-scale production. What should we do?

Beginning in 2003, the red collar began to import the entire enterprise operation system into the information platform construction.

After nearly ten years of arduous efforts, a unique customized platform for garment customization has been built in the industry. In 2011, it was designated by the Ministry of industry and commerce as the national "two fusion" key demonstration enterprise.

At present, the company has the annual production scale of 400 thousand sets of customized suits and 650 thousand personalized custom shirts, 30% of the profits made by customized customers have accounted for 90% of the group's total profits.

Hu Hanwen: Shu Lang adopted a multi brand strategy.

The implementation of multi brand strategy can maximize the occupation of the market, cross consumer coverage, and reduce business risk. Even if a brand fails, it has little impact on other brands.

He has 8 brands and different brands are located in different market segments. Their advertising appeals and interest points are different.

At the same time, developing different brands will also help to carry out competition within enterprises and improve efficiency.

However, the development strategy of the brand brand fashion cluster is not just a quantitative change, but is constantly adapting to the upgrading and changing of consumers in the process of in-depth understanding of target consumers.