Clothing Shoes And Hat Brand Strategy Is The Connotation Of Brand Culture.

　　 Capitalization

With the rapid development of China's garment industry, the power of capital is gradually emerging. Through the product stage and entering the brand stage, some clothing brand enterprises are now trying to enter the new realm of capital and resources.

Some people think that China Clothing industry The comparative advantage is disappearing. This is actually a miscarriage of justice.

As a matter of fact, the comparative advantage of China's garment industry is improving, and the room for improvement is very large, and its structure is also readjustment. With the power of capital, China's garment industry can create new advantages. As early as the middle and late 1990s, clothing companies such as Shanshan, Meyer, YOUNGOR and so on were listed on the domestic stock market successively.

After entering twenty-first Century, red beans, Lining A group of clothing companies such as the seven wolves, Bosideng, Mertes Bonwe, Anta, news birds, Semir, and nine herding kings have landed in mainland China, Hongkong and even overseas securities markets, and have continued to write the "future" of enterprise development with the help of capital market.

Financing difficulty has always been an important factor that affects domestic garment enterprises to become stronger and bigger. Especially in garment enterprises, more than 90% of them are private enterprises, and the financing difficulties they encounter are more.

Compared with indirect financing methods such as bank loans, equity financing and direct financing have obvious advantages: the funds that are incorporated into the stock market are permanent and need not be returned, which can significantly reduce the financial cost of enterprises and avoid the financial policies such as the state's contraction of money and so on.

An industry analysis said that if the enterprise issued shares at a 20 times price earnings ratio, it means that the funds accumulated in 20 years can be raised through listing. Once the enterprises are listed, they will get a continuous financing channel in the capital market, and they can raise funds through the rights issue, issuance and issuance of convertible bonds.

Xia Guoxin, chairman of the company, said at the time: "it was originally thought that there was no shortage of money, but then the idea slowly changed, so the so-called" no shortage of money "depends on how much you want to do. The pattern of competition in the clothing market will change in the future, depending on technology and capital in the future. Capital is a very important force that can introduce knowledge and talents, so the competition of capital will become more and more important.

The changes in capital brought to the development of Chinese clothing enterprises and brands may be secondary investment, and more importantly, advanced ideas, modern management concepts and management methods and production capabilities are a systematic impetus to brand development.

In fact, the two key words of capital and mode are not completely separated but closely related. On the one hand, the strong involvement of external capital makes new business models and market segments rapidly ripened. On the other hand, the success of the new model attracts more capital and fashion alliances.

Of course, although the capital has many advantages, but also insiders pointed out that capital operation is not the only criterion for evaluating clothing enterprises, for example, for personalized clothing brands, the significance of listing is not large.

　　 Internationalization

Since China's accession to the WTO, "internationalization" has become a hot word for Chinese enterprises. With the acceleration of globalization, internationalization has become the way of existence of enterprises.

"Internationalization" is one of the key words for the sustainable development of China's clothing industry. At present, through the continuous promotion of internationalization, especially the continuous promotion of the internationalization of independent brands, it is the responsibility of the Chinese garment industry to establish the fashion discourse right of Chinese independent brands. Chen Dapeng, executive vice president of China Apparel Association, attaches great importance to internationalization.

Domestic clothing brand enterprises have never stopped exploring "internationalization".

Zheng Yonggang, chairman of the board of directors of Shanshan Group, said: "only in the operation of international brands can we learn the operation experience of international brands in order to cultivate excellent international brand operation talents, and then we can make our brands into international brands."

Bosideng was also an earlier national brand. In early 2003, Bosideng set up an American branch in seventh avenue, Manhattan, New York, employing excellent designers locally, and hiring professionals who are familiar with the local market and good at management and management, are responsible for market development.

Gao Dekang, chairman and President of Bosideng International Holdings Limited, said: "in the strategic planning of Bosideng, four seasons, multi branding and internationalization are the three pillars. As a leading brand in the industry, Bosideng dares to embark on the international competition stage, explore the way of overseas expansion in line with Chinese brands, and accumulate more experience for Chinese brands to go to the world.

In addition, exceptions, such as gifen, CABBEEN, and Leilan brands, such as Paris, New York, Milan and other fashion capital, are also a positive attempt for Chinese fashion brands to move towards the world.

Of course, although those brands that have received substantial returns from international operations have become an example of envy, "internationalization" is not a "golden oil" for every enterprise.

"Every brand has its own lifeline. Like people, everyone has a different track of development." Zhao Qian, director of the China High Fashion Association, said that there is no right or wrong in internationalization.

Suitable for soil, where to survive. She suggested that "internationalization" should not be blind, nor could it be blindly followed. The domestic market and foreign market are two completely different markets. It is dangerous to copy the original experience to another market, because no product is suitable for all markets, and the target market must conform to its brand image and brand strategy.

You can not watch others gain, but ignore your own "bureau". Sudden change of line makes it easy to lose even the original market.

This is in line with the internationally renowned trend expert Feng Jiuling. She once said that a brand must be based on its own territory and must be able to inspire its own consumers before it can internationalize.

Therefore, she believes that China's consumer market is the most important foundation for China's clothing brand to become international.

　　 Fast fashion

The fast fashion brand, represented by ZARA and H&M, is holding high price and fast javelin. It creates one after another business miracle, and it also raises a fashion of fast fashion.

For a while, as long as in a slightly prosperous city, you will see ZARA, H&M and other fast fashion brands get together to shop and compete for the excitement of the scene. In China, a large number of local brands, represented by the United States and the ME&CITY of the United States, have begun to test the water fast fashion.

The core of the "fast fashion" brand's product management is "fast, small, diversified", or even man-made shortages. This minute you don't make a purchase decision, and the next minute will be sold out.

"Fast" is its most prominent feature: rapid design, rapid production, quick sale and quick update. The goal of ZARA is to complete product sales from design, purchase, production to stores around the world in 15 days, and send it to most stores in Europe within 24 hours.

"Fast" allows ZARA sales of over 10 billion euros, and behind all this is a rapid response system for the integration of product development, production, logistics, and direct selling of stores. This fast and powerful commercial chain system is the real support and guarantee for fast fashion to earn "quick" money.

American Apparel is catching up with the fast fashion trend. It is understood that the fastest ME&CITY brand from factory production to store shelves is as long as 20~30 days. In following and guiding fashion trends, ME&CITY has 50~60 people's design team, and designers from mainland China, Taiwan, Korea and Japan can design 4000~5000 styles in one year.

In the eyes of Sheng Jingsheng, chairman of the Luo Meng group, Luo Meng's "fast fashion" contains three essentials: "break up the whole into the market", open shop quickly, "fast distribution and distribution", get goods quickly, and "cheap fashion" fast sales. "Opening new stores every day, weekly new products, new products every month" is a goal and a driving force for the transition fashion brand.

Of course, the biggest problem brought by "fast" is inventory, which is also the biggest problem faced by garment enterprises. "Fast" and inventory form a group of contradictions, which is the biggest risk for garment enterprises to take the "fast fashion" road.

Therefore, people in the industry suggest that if you want to try the "fast fashion" mode, it is best to do the following: first, from design to sales, completely self-control, to meet the requirements of rapid response; second, the supply of popular commodities that are preemptive to the list of famous brands will be listed on the market with high quality and a small number of products; third, continuous supply of "fresh goods" (sales period is generally 3 weeks); fourth, innovative personalized business mode, including the unique brand culture connotation.