Breakthrough Of Shenzhen Women'S Wear Jesse

After the rapid growth of the last outbreak,

Women's clothing is now outstanding in China, occupying over 50% of the high-end women's clothing in China's key cities, and has a strong collective vitality in the Chinese garment industry.

Even the media said that as one of the important forces leading the development of China's garment industry, Shenzhen women's clothing has become the "pulse" of the development of Chinese women's clothing brand.

However, a reality that can not be ignored is that Shenzhen women's clothing is now breaking through the bottleneck.

In addition to the strong involvement of well-known foreign clothing brands and the mainland

With the rapid growth of industry, Shenzhen women's clothing must break through the confusion caused by its rapid development and struggle within the industry.

Especially under the impact of the financial crisis, many small and medium-sized garment enterprises began to waver.

In the same way as the last crisis, the Shenzhen clothing association has carried out the banner of creative industry and Shenzhen women's wear regional brand.

At the Eighth China (Shenzhen) International Fashion Fair held last year, the two strategies were unveiled and the support of Shenzhen municipal government and other relevant functional departments was obtained.

In fact, they not only show the positive efforts of Shenzhen women's clothing to break through the bottleneck and create development, but also indicate the pformation and upgrading of women's clothing industry in Shenzhen in the future.

"There are many advantages in the development of women's clothing in Shenzhen, such as Shenzhen's location advantage, boss's thinking and culture, product positioning style and so on, but lack of talents, deterioration of the environment and lack of maturity are also a big problem."

Shen Yongfang believes that Shenzhen women's clothing enterprises should resist the pressure and actively adjust so as to better link up the new strategy promoted by the association so as to meet the good opportunity of Shenzhen's garment industry upgrading fundamentally.

In fact, under the seemingly calm lake, the waves are surging.

It is understood that a number of enterprises have been in the internal system improvement, visibility and influence shaping, channel cooperation and other aspects of action.

Internal adjustment focuses on optimizing running in

Basically, the majority of Shenzhen women's clothing enterprises are currently carrying out internal adjustments in accordance with the established direction.

After years of steady development, they are very clear about the way to go.

Zhou Mei chose to concentrate.

The development of domestic sales should focus on product structure adjustment, terminal service refinement and internal management standardization.

This is due to accumulated experience.

As a result of both internal and external sales, Jesse's development in 1997 turned out to be not sound enough for a long time.

In 2001, Chou and the United States determined to cut 3 of the 6 production lines decisively, specializing in brands and sticking to a way of domestic sales.

Today, Jesse's domestic sales line has developed to 6, and there are 6 other outsourcing factories.

"We do not play the role of a Deputy brand. We must focus on Jesse's brand and try our best to achieve perfection.

This year, we will strengthen product mix, enhance style development and pay attention to details.

At the same time, Zhou Mei also emphasized the importance of internal management. "A company's development to a certain period is a team's success rather than individual."

Internal management must be strengthened.

To be a boss, we must first understand the line, and second, we must lead a good team.

The important thing is to be confident and clear about direction.

DGVI focuses on corporate culture, production design and marketing.

This brand, which has always adhered to brand strategy and original spirit and integrated into the bar elements, strives to stand out from its peers by brand culture and distinct creativity.

Even more valuable is that DGVI will move against the trend and plan to enter the international fashion city of Milan to open the first Chinese brand women's clothing store.

However, unlike Jesse, in the next two or three years, DGVI will pform its marketing strategy from domestic sales to domestic sales and export sales, while continuing to stabilize the domestic market, efforts should also be made to expand the international market and create an international brand.

"This year is our network unreasonable integration period, will intensify the market development, and strengthen the channel optimization and integration."

Zou Yonghui, chairman of Pu brand, believes that this year is an opportunity for growing brands. We should increase investment.

The Shandong man also plans to create a "Pu" culture characterized by cotton linen spinning, and develop different levels of product focus and performance according to the consumer classification, and close to various target consumers for targeted price positioning.

High profile publicity creates fame and influence

For a long time, Shenzhen women's clothing habits "do" more than "say", and promote the word of mouth marketing with strength, this situation is beginning to change.

Take the movie fashion group as an example. Previously, because of the use of single brand low-key propaganda, some department stores that heard the wind and seek cooperation did not even know that the four styles of "shadow", "grace", "poetry" and "song in Song" were different brands.

"Our direction is not just clothing, but also a series of costumes from head to toe.

We take fashion boutique group as the main direction of promotion, fashion = passion + persistence, quality = quality + inheritance + persistence. We hope to get rid of the positioning of traditional clothes and strive to be China's Dior.

Yuan Jingyang, planning director of the fashion group, explained the reasons for the change of publicity direction to reporters.

At the same time, the film also launched a deep membership service, intended to further publicize the corporate culture of "adhering to all good things" in its members.

Unlike the normal publicity of the movie, Pu brand pays more attention to the explosive propaganda mode, especially the popularization of "Pu" culture.

In the early July, the Shenzhen clothing trade fair will be held at the beginning of July. The brand takes nearly 400 square meters in one fell swoop and plans to focus on packaging to display "Pu" culture. In addition to changing the image of LOGO in designing the VI, it also specially invites famous design companies to carry out the exhibition, and the exhibition hall will also be specially decorated. Even if its name is "brand 2009 China International Commercial channel and buyer Summit Forum", the venue design is also integrated into the propaganda plan of the "Pu" culture.

"When others do not move, I concentrate on the outbreak of targeted special promotion to get more benefits."

In fact, after years of silent development, the growth of Shenzhen women's clothing enterprises represented by Pupai has come to a ready time.

Channel cooperation is more rational and flexible.

There is also a problem which makes Shenzhen women's clothing more distressing. They have to face the dilemma of channel being controlled by people.

In particular, after the economic crisis, the department store's crazy promotion made Shenzhen women's wear brand miserable.

"Not only does it involve profits, it also affects the integrity of the brand.

Today is no discount, tomorrow is half off. How to explain to the old customers? "Zou Yonghui's question went straight to the core.

In fact, this year's environment has forced Shenzhen women's clothing enterprises to be more prudent in choosing shopping malls.

"There are a lot of rules and variables in the market. For brands, faster development, adaptability and adaptability are very important."

Objective reality has undoubtedly put forward higher requirements for brand operation.

Jesse, chairman of the board of directors, and Zhou Mei have their own views.

This year, Zhou Mei strengthened the initiative in cooperation with shopping malls, set up special people to communicate with the shopping malls, and launched targeted promotional activities with shopping malls, such as the Dragon Boat Festival and VIP interactive activities in Maoming Shenzhen Dongmen store.

"We have done less of such activities before, and we will intensify our efforts in the future."

Zhou Mei said.

Shopping malls and brands are symbiotic, but because of their respective interests, there are cooperation and confrontation.

The game between brands and shopping malls will undoubtedly continue until the two sides have found a reasonable fulcrum.

In this game, there are no high and low points, only strong and weak, but the final winners are the two sides of the game and the prosperous market.

In interviews with women's clothing enterprises in Shenzhen, many brands clearly indicated that the choice of shopping centers would be more rational, focusing on CO production, and jointly guiding the fashion choices of consumers.