Chen Yongbin: Ways For Garment Enterprises To Achieve Industrial Upgrading

China

The association held the "2012 China clothing Convention" at the Beijing International Hotel Convention Center on 23-24 November 2012.

The picture shows the general manager of Zhengzhou M·SUYA Brand Development Co., Ltd.

Vice President Chen Yongbin released his annual view.

Distinguished leaders, the topic we report today is that deepening the localization is the necessity of division of labor and cooperation.

Because the topic of industrial upgrading is very large, so today, because of the more research on Trout's research in recent years, simply talking about the relationship between positioning and upgrading, what is positioning, actually, for many years, the view is very simple. In the process of docking, positioning is the same for interrupting the brand and for the manufacturing brand. The positioning is divided into two levels, the location is to find out the reason why the customer chooses this brand, and why the brand exists.

So positioning the enterprise is the reason for finding the customer and why the enterprise exists.

Each industry cluster, so we have solved the problem of terminal brand upgrading, and upgrading the manufacturing brand, so the upgrading of the whole brand is just around the corner.

The principle of manufacturing brand and terminal is the same. Manufacturing brand is faced with intermediate customers, because the nature of customers is different, operation is different, but the principle is the same.

China

Basically, there are a lot of industrial clusters, and how to upgrade the industrial clusters.

Since China's reform and opening up 30 years ago, the clothing industry's production and sales major has produced many industrial clusters, and many hundreds of industrial clusters, so these industrial clusters may not be in line with the above principles.

Industrial cluster is an important foundation for the development of China's garment industry. The upgrading of industrial clusters will inevitably lead to the garment industry cluster, because the result of competition will be faced with its important adjustment and reform. Therefore, in the process of competition, every enterprise is constantly deepening the positioning of enterprises, the differentiation and differentiation of industrial clusters, and each industrial cluster will be divided into three types of enterprises. The first category is to build terminal brand and free brand as the core business, the second is to build independent brand as the core content, and the third is walking on two legs.

Based on these three types of enterprises, we will talk about how to achieve industrial upgrading.

First, create terminal brand to achieve enterprise upgrading.

First, the first step is to build a brand's basic path. For an industrial cluster, it is the industrial cluster represented by the core brand. According to our practice in these years, we should strengthen the core, enhance the added value of the product through the clear positioning, and achieve the brand pricing, so as to achieve industrial upgrading.

Excellent brands, such as men's clothing brands represented by the seven wolves, have realized the upgrading of different operation and various brand value-added through their respective fine positioning.

So our leader pants brand, our brand positioning, this is the result of cooperation.

We are leading the industry in upgrading and breaking through this positioning of leaders and a clear model.

A group of brands, of course, these brands are not particularly famous, the rapid development of channels, of course, all these brands must also use the important theory of te otter to study, the positioning of Maoshan expert leaders.

This is the first one.

The second point is to guide brand upgrading.

Alice's category strategy tells us that Alice came out to create a category strategy, but basically the same principle.

Our clothing industry is driven by many brands and made up of brands.

For example, the category of donkey hide gelatin, which was not valued by people before, has driven the prosperity of the whole category through the promotion of price by the Dong'e Ejiao company. At the same time, the important value of donkey skin has raised many people raising donkeys. Now the price of donkey hide gelatin has been growing.

In recent years, Henan's jujube has promoted the upgrading of jujube industry.

The added value will continue to improve, and at the same time, it will also lead an industrial chain to drive the whole industry to prosperity and realize the upgrading of the whole industry.

Mainly because of the lack of leading brands, in the same way, in order to promote industrial upgrading, each industry cluster has made some strong brands through deepening positioning.

Recently, we are discussing with the Henan clothing brand association to realize the alliance.

To integrate the industry and promote the overall upgrading of the garment industry in Henan is an aspect of promoting the upgrading of the manufacturing brand.

Second, how to create brand names to achieve industrial upgrading.

For example, this big group is the largest shirt manufacturer in the world, and is the brand of women's clothing. Then these manufacturing brands are in a certain category. These successful experiences tell us that we should make meticulous positioning, realize the upgrading of products and enhance the value added, so as to promote the upgrading of enterprises and find the reasons for their survival.

Although many enterprises, but each enterprise according to their own situation, then generally subdivided into the field of manufacturing brand, subdivided into the following three categories.

The first is to make high value-added orders, small quantities, and R & D advantages, so this piece can be created creatively.

Of course, this one requires a high degree of secrecy, and high quality is his characteristic.

The second type is the brand with medium added value, and the core competitiveness is quick response capability.

So the innovative mode of cooperation has just talked about inventory.

In the past two years, we have been implementing the core of QC, which is a theory of effective production. What is the meaning of effective output? What is the meaning of this concept? That is, we can buy and make one, do not sell, do not produce, so as to achieve the promotion of labor productivity in the workshop, but emphasize that the products of production can be sold, and the effective output will ultimately determine the efficiency of the enterprise.

There is also a very complete system behind it.

Third, about low added value.

This is not to say that there is no future. For example, we have a very thorough enterprise, finance and market research. Later, this plant is very well managed. YISHION has gained the advantage of core competition. Our electricity supplier has been growing rapidly, providing new sources, which can be innovating.

To sum up, the brand and enterprise of an industry must be upgraded by location and pferred to the place where production and upgrading are inevitable. Therefore, guided by the final conclusion and then upgrading the industrial upgrading is an important methodology for our industrial upgrading.

I believe that through this positioning theory, every industrial cluster will create the strongest R & D capability of finished products, the most complete supporting of the category industry chain, the highest category specialization production, and the global cluster center of category leadership brand, and the Chinese garment industry will achieve industrial upgrading.