Seminar On Clothing Brand Marketing Strategy: Analysis Of Pformation And Upgrading Of Garment Enterprises

A new strategy of clothing brand marketing co organized by Hongkong Development Council, Hongkong Fashion Designers Association, Hangzhou economic and Information Committee, and Hangzhou Council of China Council for international trade promotion.

It was solemnly held at the Smarkhk pformation and upgrading Hongkong Expo.

The seminar invited brand management expert level enterprise representatives to analyze the pformation and upgrading of garment enterprises, and to maintain competitiveness and break through the difficulties of the typical cases. The purpose is to help garment industry cope with the market pformation and fierce competition under the new situation.

Towards nationalization and internationalization.

The speakers included:

Chairman of Fashion Designers Association: Mr. Yang Qibin (distinguished guests)

President of IFB international fashion brand development management center: Professor Wang Xiangsheng

Mr. Hong Zhiye, chief consultant of commodities / logistics, Asia Pacific consultancy International Consultancy

Minister of industry, Zhejiang yaiming Garment Co., Ltd.

Chairman of board of directors of Wan Shi Li Group Limited: Ms. Tu Hongyan

The new situation of clothing industry and the idea of pformation design ~ Mr. Yang Qibin

In recent years, the rapid development of the garment industry shows that the market space is large, but at the same time, the competition is not small.

The cost of export business is getting higher and higher, such as the former Hongkong in export clothing, because of preferential price, the competitiveness is very strong.

But because of the increasing supply of the industry, the development of the internal brand, and the low price advantage to maintain the competitiveness of enterprises is not a permanent solution.

Enterprises must self increment.

When many enterprises start to make clothes, their ideas are biased and their knowledge of goods is too commercial.

With the improvement of consumers' knowledge level, the supply of goods in the past is more and more difficult to meet the needs of consumers.

For their own sustainable development, we must seek for upgrading and development, and seek differences among our competitors.

This has prompted enterprises to carry out pformation and upgrading.

Garment enterprises, wholesale enterprises and brand enterprises will inevitably face more challenges in the process of pformation and upgrading.

One of the departments of Hongkong's TDC is the service promotion department. Its main task is to promote the design service industry in Hongkong.

Each year, a seminar will be organized to select a region for the needs of the mainland.

Last year in Guangzhou, this year in Hangzhou.

Hangzhou in East China, the garment industry is quite developed, and export trade has made remarkable achievements.

But today, the world economic environment is not optimistic, and the central government strongly supports domestic demand. Therefore, the services for pformation and upgrading in Jiangsu and Zhejiang are relatively strong.

Therefore, Hongkong TDC has organized the design community to introduce the brand enterprises in East China, hoping that there will be a space for cooperation in the future.

As a fashion designer, I think design plays an important role in the upgrading and pformation of garment industry.

Here we analyze three pformation situations.

First, the upgrading of factories to domestic / retail businesses.

The first idea is design.

Customers used to design versions to factories and factories to produce and process them.

Today's factories must provide ODM services.

The most notable problem in factory pformation is the limitation of single production in factories.

Therefore, the factory must expand the design department and understand the customer market very well.

At the same time, we have a clear location for the development objects and visitors.

Second, the pformation from wholesale to retail.

Retail design and development are different from wholesale design and development.

Wholesale design is mainly for single products, narrow category, wide market, pay attention to the amount of money, retail design is comprehensive, need to carry out commodity planning.

The increasing number of categories is completed by the design department, and the consistency and difficulty of product styles are guaranteed.

Third, the pformation of brand to better brand.

If there is no change in the sales of good brand clothing, and with the change of consumers' cognitive pursuits, it is likely that they will gradually be eliminated. In order to make the brand better, it is important to seek differences and how to make differences. Obvious style characteristics, obvious brand stories, clear brand concepts and cultural connotations are essential factors for differences.

Besides, the consistency of terminal image, sales service and so on is also very important.

"Brand strategy in the new economic situation" ~ professor Wang Xiangsheng

　　中國服裝產業的現狀：歐洲金融問題尚未解決，美國的生產力未有太大改善，消費信心仍然疲弱，導致中國服裝外銷仍然不振;而且之前認為影響只是小型企業，逐漸連大型企業也感到了壓力;內部因素方面，隨著生產成本不斷提高，尤其是工資成本不斷增加(據IMF2011年11月的統計，中國的勞動成本已升到新興亞洲國家的第三位)，低成本已不是競爭優勢，中國距離告別世界工廠的時刻已不遠了;中國市場一直處于上行軌跡，08年國家推行一系列促進內需的政策，內需市場增長更加提速，可是最近卻有放緩現象;預計未來一段時間，仍是處于遞減性增長，這對習慣快速增長的中國企業可能感到不適應，但應該意識到這是市場發展邁向成熟的必經過程;2011年開始，品牌銷售開始告急，商場的營業額也有下行的趨勢。

We find that, in general, the brand retail is still growing. The key is that structural changes have taken place. The main reason is that quite a lot of agents are making brands to make the share of the brand change, and the rapid development of Internet sales has greatly dampened the physical terminal. According to Peng Boxiao's needs survey, it has been found that the demand of Chinese clothing consumers has changed greatly in the past 20 years, from the emphasis on functional commodity demand to the pursuit of brand value, and now some consumers are pursuing the taste personality, which also explains the trend and pattern of the future clothing market.

Professor Wang made a brilliant speech.

In the post crisis era, the old methods may put us in a difficult position.

We can't change the external environment, but we can change ourselves.

First, we must change from cost competition to value competition. First, we must seek stability, and now we must change, because the market is changing rapidly. If we do not change the status quo, we will not be able to maintain the status quo, and we can not take the initiative to change the trend of the fashion industry. Therefore, we must change from stability to change. Previously, we should concentrate more on expansion, and the more shops, the better. Now we have to deepen the market and enhance the efficiency of single stores. We must consider the efficiency of production and the volume of shipments. Now we should pay more attention to the effectiveness of efficiency, and make our products more attractive and valuable. Many management units of consultants are communicating with me the same problem: the boss's decision can not be changed. How to "change"

This is not a big problem at the beginning of the enterprise. After the scale of the operation of the enterprise, we will find that the boss's personal heroism will affect the normal development of the enterprise. Therefore, we should consciously cultivate the team and pform from the individual hero to the team success. We used to be used to selling fabric, selling work and selling version. This is to make "brand". Now we must sell "taste", "sell lifestyle" and "sell values". This is the "brand", so we need to start from brand to brand.

Around the theme of our symposium today: the key to industrial pformation is the need for value innovation.

The core point of value innovation is that value innovation aims at the market and consumers, the key is not products, but how to help people achieve or even create desires.

Let me give you a simple example. Now many people like to take pictures with Apple phone. In fact, the image of the cell phone is much more than the SLR, but why do we still like it? Because it creates the value of novelty.