2012 China Fashion Conference: Reading Eight Key Words Of Innovation

To achieve the "second spring" made in China, the spanformation and upgrading of the industry is the only choice. To maintain or reshape the advantages of manufacturing in China and achieve industrial spanformation and upgrading, in addition to creating a good environment for external development, that is, deepening institutional reform, we need to stimulate the internal driving force of development, that is, to promote enterprise independent innovation. For China clothing For enterprises, independent innovation is also the only way to realize from manufacturing industry to fashion creative industry. To this end, the 2012 China clothing conference tries to find out the endogenous driving force and new advantages of independent innovation of Chinese garment enterprises from 8 key words.

Culture: self confidence and brand value

The biggest obstacle to the brand premium of Chinese clothing brands is the absence of the right to fashion discourse, which stems from the lack of Chinese culture and the lack of confidence in local culture.

It is a difficult problem for Chinese fashion brands to drive brand building with cultural creativity, establish brand culture spirit and cultural value, and grasp the fashion discourse power and market initiative with a high degree of cultural awareness and cultural confidence.

Those cultural traditions that we have forgotten, neglected and lost are the cultural basis of the origin of Chinese clothing brand. Chinese culture, which is constantly innovating, accumulating and depositing, will become the gene and core of Chinese clothing brand, and eventually create a brand value with lasting vitality.

Excavating the essence of national cultural treasures and innovating Chinese traditional culture with modern fashion language is the Chinese fashion industry's promotion of the international fashion discourse power of the Chinese nation. Designer Our historical responsibilities. The cultural ecology of chain breaking is an urgent need for us to regain and integrate, and some enterprises are striving for it.

In the 2012 spring and summer series of the China fashion week just released, many designers and brands have expressed their understanding of Oriental beauty in various ways. The 4 series of designer Chu Yan's listening to incense, asking tea, discussing jade and picking flowers have won warm applause from the audience. NE.TIGER shows 39 sets of creative ideas from three ancient paintings. In order to get inspiration for the design of 2013 spring and summer products, designer Xie Feng went deep into the Guizhou Ji Dao Miao village and listened to the voice of ancient culture. Taking the international Chinese fashion as the main thread, the flavor of Miao Xiuyuan's ecology penetrated the whole story and was integrated into fashion through modern way.

At the first parallel meeting of the 2012 China clothing convention, three clothing brands trying to tap the Chinese culture gene will share their "on the road" story. They are committed to creating a fashionable but Oriental brand culture of broadcast: sowing; comfortable and environmentally-friendly commuter brand ICICLE; successfully spanformed from silk fabric manufacturing, silk culture created everything.

[enterprise case release]

Case 1 "broadcast" Mr. Zheng Zheng, deputy general manager of Shanghai daily Broadcasting Industry Co., Ltd.

Case 2 "ICICLE", Mr. Ye Shouzeng, general manager of Shanghai wo he Brand Management Co., Ltd.

Case 3 "Wan Shi Li", Mr. Li Jianhua, President of Hangzhou Wan Shi Li group

Two. Communication: a new way to target and marketing.

A few years ago, people were still talking about the impact of news websites on paper media. With micro-blog's blowout development, news websites have gradually become the past. The most popular now is the "self media". In addition, all kinds of new concepts are coming: LBS, SOLOMO, O2O, C2B...

The rise of video websites has prompted microfilm to become a marketing "train" for local clothing brands in recent two years, and passengers are numerous: Semir, JEANSWEST, CABBEEN, Marki, Masini, PEAK...

The evolution of lifestyle and the evolution of consumer groups require brand enterprises to accurately target target groups in the consumer market that is increasingly fragmented, and to find homogeneous consumer aggregates in fragmented information environment, and to achieve the interpretation and dissemination of brand concepts through a perfect way.

The emergence of new social media makes this process possible. Micro-blog, WeChat, two-dimensional code, SNS and other social media marketing has become an effective way to attract consumers' attention by commercial brands. In this history of communication from consumers recently, we can quietly spanform it into a brand supporter through the way of network aggregation, which is most willing to accept, and can also generate a new marketing channel.

From Han Han and Wang Luodan, "everything object" to Huang Xiaoming's "hold on to the body", and then to Li Yuchun's "born 1984", and to renew Han Han's "spring style", every round of advertising and marketing of everyone has launched a wave of follow suit and banter on the Internet. Despite the industry's many suspicions about the company, its use of new ways of communication is still admirable. Therefore, it will become one of the "spreading" cases at the 2012 China Fashion convention.

[enterprise case release]

Case 1 " vancl Mr. Wang Chunhuan, senior vice president of VIC (Beijing) Technology Co., Ltd.

Case 2 Mr. Zhang Tao, vice president of Anta Anta (China) Co., Ltd.

Three. Talent: mechanism and enterprise concept

There are many reasons for the success of a victorious troop, but it is inseparable from good soldiers. Talent is the first resource and the key to maintain vitality and growth. In the process of China's garment enterprises moving towards the high-end value chain, the implementation and protection of talent strategy is the most important core power.

As the largest in the world Clothes & Accessories The consumption potential of the "Chinese market" is being stimulated by manufacturing and consuming countries, but the development of garment enterprises is increasingly constrained by the shortage of talents. The remuneration report of the business data center shows that the phenomenon of outflow of talent in garment industry to other industries is obvious, which has added to the "clothing shortage" of garment enterprises. On the one hand, the huge potential brought by the upgrading of consumption, on the other hand, is the bottleneck of development caused by talent shortage. How should clothing enterprises break through the bottleneck and seize opportunities?

The core of talent strategy lies in the correct concept of talents and the establishment of talent culture. A scientific and dynamic talent mechanism can make lasting career uplink and sustainable motivation feel possible.

At this parallel meeting, the participants will explore how to speed up the reform and innovation of the talent mechanism, strive to improve the talent structure and training system, vigorously promote organizational structure optimization and management upgrading, and create an organizational culture full of innovation and vitality.

There are 4 cases that can be used for reference: always adhering to the core concept of "upholding virtue, being virtuous and harmonious and win-win", persisting in attracting talents with good image, using flexible mechanism to make good use of talents, and retaining talents in a favorable environment. It is considered that Semir has a broad water atmosphere, free information and an open platform. The use of talents is not based on control, but on the encouragement of Taiping birds; it is good at excavating excellent professional managers, rather than dug one thousand instead of putting the highest ones.

[enterprise case release]

Case 1 "Taiping bird", Mr. Ou Limin, chief executive officer of CEO, Ningbo Taiping bird Fashion Co., Ltd.

Case 2 "Semir", director and executive vice president of Zhejiang Semir apparel Limited by Share Ltd

Mr. Xu Bo, general manager of Barbara Business Department.

Case 3 Mr. Hu Chengchu, executive director and vice president of China Limited, "Li Lang"

Case 4 "Shu Lang", Mr. Wu Jianmin, chairman of Shandong clothing and apparel Limited by Share Ltd.

Four. Value: integration and benefit chain

Only by becoming a leader in the value chain can we grasp the initiative of future competition and become a promoter of the industry. Only reasonable industrial integration and extension of value chain should be carried out according to their own advantages. Spin Garment enterprises can face the changing environment calmly.

In the clothing industry, from the initial production of raw materials, through the production of intermediate products, the final product production to the whole process of clothing circulation and clothing consumption has constituted an industrial value chain. In a coherent and smooth industrial chain, how to optimize the design and logical connection effectively on the basis of the existing upstream and downstream resources integration, so that every node in the chain tends to maximize the efficiency and rationality, while ensuring the competitive edge of the strategic link, and thus forming an orderly and efficient value chain, will ultimately determine the core competitiveness of the enterprise.

The problem will be answered by three enterprises: Yida group and Li Feng development (China) Limited from Hongkong, and the Limited by Share Ltd of Lei Di Boer.

As the largest textile manufacturer in Asia, the Yida Group operates in cotton cultivation, spinning, weaving, weaving, garment manufacturing, accessories production, export and retail. The integration of the whole value chain has established the leading position of Yida group in the textile industry.

Li Feng, which firmly grasped both ends of the smile curve, has perfectly spanformed the role of a manager from a middleman to a global supply chain. Its supply chain management practice has been analyzed by many cases in Harvard Business School. The Harvard Business Review says Li Feng's supply chain management is "Hongkong style supply chain management" with "quick, globalized and entrepreneurial spirit".

Although Ray Tibor is much younger than the first two, there are also stories worth sharing in the allocation of international brand resources, design resources, operation management resources, supply chain and market resources.

[enterprise case release]

Case 1 Che Ketao, vice chairman and chief executive officer of Yida group

Case 2: Mr. Li Feng, vice president of Hongkong Lifeng development (China) Co., Ltd., Mr. Lin Zhiying.

Case 3 "Ray Tibor" Ray Tibor dress Limited by Share Ltd vice president Lu Yama {page_break}

Five. Positioning: manufacturing and advantage reconstruction

In the past, China could only earn "razor blade profit" in the international industrial division of labor, playing the role of "migrant workers". Now, China has not yet fully prepared for industrial upgrading, while the number of "migrant workers" is increasing. Even this "blade profit" must be divided into others. Not only do we have Asian neighbours, but also the "return of kings" to the developed economies, such as the United States, or the important substitute force in the future, such as Africa.

When the new competitive advantage towards the high-end value chain is far from being in place, the impact of the emerging economies makes the traditional competitive advantage of the low cost manufacturing industry in China decline significantly, and the leap from the low end of the global value chain is imperative.

Therefore, every enterprise needs to rethink and clarify its own positioning. This is the beginning of the reconstruction of creative advantage with the characteristics of division and cooperation, and will become the foundation of China's clothing brand system and the beginning of the global industrial value chain.

As a result, at the 2012 China clothing conference, Jack, holding a position in the production of T-shirt fabrics and T-shirts, will explain their respective understanding of division and cooperation and positioning. Guangzhou Li Guo Clothing Co., Ltd. and Zhejiang Jordan clothing Limited by Share Ltd will share their brand positioning spanformation process.

In the field of children's clothing, Li's brand positioning is the most delicate, and the brand categories are also three-dimensional subdivision to fully meet the consumption needs of all children and adolescents at the age of 1-16. When most of the children's clothing enterprises in China are struggling to survive in the OEM OEM production mode, since 2007, they have launched three children's wear brands: "Li Guo", "Li Bei Bei" and "N times", and each has identified the market segments. With the improvement of product structure, the sales volume has increased steadily.

"Joe ton" is the elders of the clothing industry in Wenzhou. This year, it rebuilt the brand positioning of "respect yourself and care for your family", brand new image definition and design, and the product mix is more diversified and stylized.

[enterprise case release]

Case 1 Mr. Lin Weijian, chairman of Guangzhou Li Guo Garments Co., Ltd.

Case 2 Mr. Shen Yingqin, chairman and general manager of Zhejiang Jordan clothing Limited by Share Ltd

Case 3 ms. Sally, general manager of gage (China) weaving and dyeing Co., Ltd.

Case 4 Mr. Ruan Jixiang, President of Jack holding group

Six. Channels: innovation and cross-border cooperation

"Channel is king" and dynamic outlets are becoming the foundation for improving business performance of commercial brands and retailers. How to find and utilize the dynamic retail channel full of opportunities is a decisive factor in the development of commercial brand. With the spanformation of people's lifestyle and consumption patterns, various innovative and inspiring new retail formats are sprouting up, while creating the competitive advantages of the terminal rapidly, the brand's vitality is highlighted.

From opening street stores, entering department stores, supermarkets, and now more widely choosing to open shops in shopping centers, it reflects the inseparable blood relationship between consumption channels and store development and shopping center channels.

The hot double 11 has just passed, it has become the carnival holiday of the electric business enterprise. The new business ecosystem represented by the electricity supplier will revolutionize the traditional business ecosystem. As a new type of retailing industry developing rapidly, the channel of e-commerce has become one of the essential subjects of diversification of garment enterprises.

Online, the evolution of consumer behavior, the adjustment of city business circle and the change of competition situation all make retail stores open up to new challenges of diversification and new choice.

Traditional department stores are experiencing bottlenecks in development, and urban complexes and commercial complexes are constantly emerging. Shopping centers are increasingly favored by consumers because of their unique "one-stop" and "experiential" business advantages. Shanghai Xintiandi is the representative of it.

In this parallel meeting, Ruian Real Estate Company, the developer of Xintiandi, will explain the value of shopping mall channels for guests attending the conference. Two brand cases are also worth looking forward to. One is the Y '3, which occupies a place in the Chinese sports fashion market through NC.STYLE brokers, the first is GXG, which has been thriving in the field of e-commerce.

[enterprise case release]

Case 1 ms. Chen Peng, President of "Y '3" NC.STYLE international brand broking company

Case 2 "Tonlion", Mr. Ying Chunguang, general manager of Tonlion brand, Ningbo Bo Yang Fashion Co., Ltd.

Case 3 "Xintiandi", Chen Chun, deputy general manager of Hongqiao real estate, Ruian real estate.

Seven. Efficiency: management and information technology

No matter which industry, as long as it can improve efficiency, it is an important means to achieve the spanformation of economic growth mode. Efficiency determines competitiveness, which is the decisive factor for enterprises to maintain steady growth.

How can we improve efficiency? The clothing industry is a traditional manpower intensive industry. Only with the close cooperation of procurement, design, logistics, marketing and other systems can we ensure the smooth operation of the entire industrial chain. Facing the external economic environment, how to improve the efficiency of enterprises and survive in competition is a difficult problem for every traditional industry.

The integration and application of modern information technology and synergy, while optimizing the allocation system of industrial resources, strongly promote the improvement of production efficiency, management efficiency and market reaction ability, and become an important force in promoting efficiency.

As the first Hong Kong funded enterprise to enter the mainland, the information construction of JEANSWEST brand casual wear started earlier. In 2009, JEANSWEST apparel (China) Co., Ltd. was also selected as the "top 500 Chinese enterprise informatization" sponsored by the national informatization evaluation center, and was awarded the "best ERP Application Award". At the 2012 China fashion conference, JEANSWEST group director and vice general manager will share JEANSWEST's information construction.

The significance of scientific management based on information technology lies in improving work efficiency, reducing costs and increasing efficiency through information technology. Eventually, a more competitive and efficient internal operation system is built.

The case is also expected to be a red collar. It integrates information into tailored clothing production, solves the problem of mass customized production, and forms a business model with red collar characteristics. Tai Zi Long Dress uses hunger therapy to enable enterprises and employees to search for tools and establish a perfect enterprise information system.

[enterprise case release]

Case 1 Mr. Liu Weiwen, director and deputy general manager of JEANSWEST JEANSWEST group

Case 2 Mr. Zhang Daili, chairman of the "red collar" red collar group

Case 3 "Tai Zi Long", Mr. Wang Peihuo, chairman of Zhejiang Tai Zi Long Dress Limited by Share Ltd.

Eight. Service: consciousness and operation system

What is "service"? In 1960, the American Marketing Association once defined: "services are activities, interests or satisfactions that are used to sell or to be linked together with products for sale."

With the gradual improvement of the market operation mechanism, the competition among enterprises is more intense, and the continuous maturity of consumer psychology and concept also requires that service become the proper meaning of brand seeking for long-term development. Therefore, from the product centric manufacturing enterprises, we must turn to customer demand centered, full service chain and whole process services, extend the product value chain, and create "service enterprise" and "service brand". This is also an inevitable choice to increase the added value of products and realize the differentiated operation of brands.

It should be emphasized that service not only happens in terminal stores, but also extends beyond stores. For enterprises, the word "service" can not only stay on the slogan. The most important thing at the moment is to act immediately. This means that enterprises should build a set of benign operation and scientific and reasonable service operation system with the help of the customer service and the whole process service.

"White collar service" not only brings real marketing performance to white collar brand, but also brings lasting influence and reputation to the brand, and has been pushing forward its development in the forefront of the same industry. However, in this parallel meeting, the companies that share stories are the leading brands of the maternity industry, "October mommy", the art of changing life, the "pop beauty" that is free for customers, and the Procter & Gamble for dealers to "sell the whole process".

[enterprise case release]

Case 1 "October mommy", Mr. Zhao Pu, chairman of Shanghai hi Industry Co., Ltd.

Case 2: Mr. Zhou Sheng, chairman of Shenzhen City leaf garment Industrial Co., Ltd.

Case 3 "pop beauty", Mr. Yu Dejian, director of Guangzhou fashion and fashion business Limited by Share Ltd.

Case 4 ms. Sun Gefei, general manager of Greater China, P & G, P & G company