2012 Summary And Strategy Of Garment Enterprises

< p > all customers first push the product standard of electric business enterprise < /p >.

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At the beginning of this year, P announced that in order to improve product quality and ensure product safety, it will take more than a year to develop enterprise standards on its own.

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< p > according to the introduction, Fan Cheng pin made the enterprise standard for < < a target= "_blank" href= "http://www.91se91.com/ >" dress /a "a target=" _blank "href=" _blank ">" dress less than "," knitted apparel "and" infant clothing and dress "respectively, basically covering all products sold by fan.

Each standard includes 5 parts: the scope of application of this standard; the standard involves related terms definition and explanation; technical requirements (divided into descriptions, specific indicators, two parts), testing methods, evaluation methods and processing opinions; other requirements (such as identification, packaging, storage, pportation).

Part of the standard of products of van guest products is higher than national or industry standard requirements.

Taking the safety issues related to infant and children clothing in the enterprise logo as an example, all guests require the safety and residual metal pins of heavy metals and rope belts to be included in the enterprise logo, and the safety requirements are the core requirements of infant and children clothing products. These items are not clear in national or industrial standards.

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"P", the internal control director of the first production center of fan Ke Cheng, explains that the so-called "guest enterprise" standard is stricter than the national and industrial standards. It is not a single project comparison, but a comprehensive standard. For example, the general requirements of the assessment are 3 national standards, and the guest enterprises are 4.

For example, in the "factory inspection test" project, only the standards of infant garments and shirts are required in the GB and B standards, and other standards do not.

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< p > editorial comment < /p >

< p > large traditional clothing enterprises will take part in the formulation or revision of local standards, industry standards and national standards, and the enterprise standards for their products will gradually increase from the past few years.

After all, traditional clothing enterprises need to enter shopping malls, stores and other channels. The high standard is not conducive to their short-term interests. For enterprises, too high a standard is like lifting a stone to hit their own feet.

First class enterprises do standards, second class enterprises make brands, and three generation enterprises make products.

This time, the company's standards have established its leading position in the industry.

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< p > enterprise standard is an important part of enterprise standardization management. Large quantities of products need to be standardized and unified so as to ensure the safety of consumers.

The behavior of all customers doing business standards has played an exemplary role in China's Internet brand.

With the development of network brand, more enterprises will exert their efforts to introduce enterprise standards in the future, and enhance their brand value through self-restraint of quality.

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< p > Explorer increase online investment to meet market demand < /p >

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This year, the Pathfinder has vigorously promoted the brand of P, the arkannos.

Arkeno started selling in the two quarter of this year. It is a brand independent of Pathfinder, and is the main fashion leisure outdoor product. Its sales goods are quite different from those of the Pathfinder.

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Zhang Cheng, Secretary of the Pathfinder director, said that the business of electric business is still a supplementary role for the Pathfinder. Arkeno also needs at least 3 to 5 years' incubation period as a new brand. The next line plan for the Pathfinder is mainly focused on the improvement of its own e-commerce platform.

In the first half of 2012, the Pathfinder business income was 23 million 300 thousand yuan, accounting for 6% of the total revenue in the first half of this year. This figure is also the proportion of revenue from electricity revenue to revenue last year.

Zhang Cheng said that the figure will reach 8% this year and 10% in 2013.

Basically, it is growing at an average annual rate of 2%.

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< p > at present, the sales of the Pathfinder in other electronic business platforms are mainly divided into two categories, the first one is over season products, and some discount will be made on the price, because there will be no impact on the products of the season. The second is that the Pathfinder will have some special funds for the electricity supplier to make the difference between online and offline.

The multi brand operation strategy of the Pathfinder should be divided into three parts: the professional, the middle end main brand Pathfinder, the fashionable young online brand arkeno, and the offline high-end leisure brand under preparation, which is located in the outdoor leisure style, and the price is expected to be 20% to 30% higher than the brand price of the Pathfinder. It is scheduled to be launched on sale in 2013.

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Less than P, there are more than one company in the field of outdoor business.

A few days ago, Adidas announced that it had entered the field of outdoor sports in China and opened the first independent Adidas brand outdoor product store in China. After that, Lining also announced that its first outdoor store, Li-Ning Adventure, was opened in Beijing.

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< p > > according to the "2011 Annual Survey Report on China outdoor products market" released by China's < a target= "_blank" href= "http://www.91se91.com/" > textile and /a Association of outdoor products branch (COCA), the number of domestic outdoor products brands has reached 717 in 2011, an increase of 29.42% over the same period last year, of which 383 of the domestic brands own brands, up 67.25% from the same period last year.

But most brands are clothing and homogenization is serious.

Under the pressure of rising labor force, store rentals and rising operating costs, these brands began to consider increasing investment online and fighting against the market.

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< p > YOUNGOR rebuilds flagship store to return to main garment industry < /p >

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< p > October 25, 2012, the YOUNGOR Center store, which spent 30 million yuan to redecorate and has a history of nearly 10 years, reopened in Tianyi Business District of Ningbo.

YOUNGOR, the world's largest flagship store, has a business area of nearly 5000 square meters, bringing together five brands of different styles.

So far, YOUNGOR has invested more than 1 billion yuan in the past two years, and has set up several large flagship stores in Beijing, Hangzhou, Shanghai, Xi'an, Shenyang and other cities with a business area of over 1000 square meters.

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< p > as an old listed company in Ningbo, YOUNGOR has made a footnote for its big business with the big hand made by costumes.

Prior to this, YOUNGOR chairman Li Rucheng also said that the international financial crisis inspired YOUNGOR to recognize that its strength is the clothing industry, thus changing from the trend of multiple expansion to the operation of clothing brand.

In addition, as a listed company, financial investment has a greater impact on the performance of the company, so it decides to control the scale of financial investment and invest more in the main business, especially the < a target= "_blank" href= "http://www.91se91.com/" > brand clothing < /a >.

According to the annual report, YOUNGOR's brand clothing business income increased 24.7% in 2011 compared with the same period last year, and the total number of stores increased by 157 in the year to 2302, up from 15% over the same period and 2.8 percentage points to 65.7%.

The proportion of brand clothing business income to total business income increased from 21% in 2010 to 33%.

Obviously, the clothing industry's contribution to YOUNGOR is improving.

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< p > editorial comment < /p >

< p > international financial crisis inspired YOUNGOR to recognize its strength or clothing industry, thus changing from multi expansion to clothing brand operation.

In order to make up for the fact that YOUNGOR's original customer base is mostly business people, there is still a certain gap between normal and popular fashion, and based on the consideration of market diversification, YOUNGOR began to adjust and implement multi brand strategy in 2009, and created five brands. After three years of cultivation, five major brands have formed a very good pattern.

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Different from P's brand management mode, YOUNGOR chose self marketing mode.

Three quarterly data show that YOUNGOR currently has 2636 stores.

After experiencing the rapid expansion, the channel integration and the V - shaped development path of steady opening, YOUNGOR has more mature choices for its own stable and sustainable expansion mode, and is more rational and experienced in facing the industry risks and market fluctuations.

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< p > CABBEEN investment clothing industry first inspirational micro film < /p >

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< p > June 2012, LETV and CABBEEN, a domestic clothing brand, reached a strategic cooperation. The two sides invested about one million yuan to jointly issue and jointly promote the first inspirational micro film "Maple Street 33" in the clothing industry.

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< p > "Maple Street 33" is the CABBEEN 15th anniversary devotion. It is the first inspirational micro film in the domestic garment industry. The play has become a classic case of the combination of traditional industries and new media. It is adapted from the real story of CABBEEN, the designer of the "a" _blank "href=" http://www.91se91.com/ "designer" /a "and the Golden Summit Award, and tells the story of CABBEEN's persistent insistence and efforts in the dream, and finally from a non professional designer to the tower of Chinese designer Pyramid.

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< p > "Maple Street 33" is based on the company address set up by CABBEEN in Hongkong in 1997.

The whole story proves one thing: "dreams are not built on a single day.

Efforts to make unremitting efforts for dreams will be rewarding in the end.

The 5 brothers' sincere cooperation is an important reason for their dreams to come true.

CABBEEN's first brand "CABBEEN leisure" clothing advertising blockbuster is always the modeling of the 5 brothers, and its meaning is derived from this.

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< p > editorial comment < /p >

< p > clothing enterprises have been developing video marketing advertising marketing, video marketing, video implantable marketing, video interactive marketing, video thematic marketing and so on. Video content has also been diversified, such as serial form, form of propaganda, micro video form, static movie form and so on.

Nowadays, people's eyes are gathering in micro films. With the involvement of numerous commercial forces, the video marketing with "micro" theme is ignited again.

Microfilm may become an important choice for a small number of front-line brands in the video marketing strategy.

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No matter how P changes, the creativity and production quality, the pmission power, and the most attractive viewing volume, comment volume and target user ratio are still the most important elements.

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< p > Giovanni's innovation and fashion industry development mode < /p >

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< p > November 2012, Wuhan's first fashion design platform, creative design, fashion publishing, popular display and production production, was launched in Giovanni fashion creative center.

Giovanni has invested millions of dollars in research and development funds to collect information about fashion and fashion in all parts of the European Union and in Korea, Japan and Hongkong. Aiming at the characteristics of target consumers' sensitivity to color and quality, creatively put the international popular colors and high quality silk fabrics into the design innovation of brand clothing, and constantly enhance the brand's fashion sense from the technical content of color, fabric and process structure.

The number of new clothing products put on the market every year by Giovanni has increased by 45%, up to 1000 kinds.

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Less than P, silk and cashmere fabrics, which embody elegant women's life texture, will become a distinctive fashion brand of "Giovanni".

The completion of Giovanni fashion and creative center, the release of Giovanni brand new trend and the Giovanni Cup China professional model Hubei selection contest, as a landmark event in the development of Wuhan fashion industry, fully embodies the trinity of economy, fashion and culture, showing the determination of Giovanni's fashion and creative industry to develop towards an international route.

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< p > editorial comment < /p >

"P >" according to the strategic deployment of the "National Central City" in Wuhan, the urban fashion industry based on clothing in Wuhan has begun to pform from the traditional manufacturing model to the design creativity and the independent brand model.

Wuhan garment industry has been popular in the market, because some enterprises are hard to get rid of the product management mode, and are deeply trapped in the contradiction of increasing stock of commodities, difficulties in capital withdrawal, production growth and falling consumer demand.

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< p > at present, many garment enterprises are concentrating on studying the rapidly changing consumer demand in the market. They hope that the fashion design and industry creativity will be the driving force of the competitive market and make unremitting efforts in the brand design and cultural innovation.

While Giovanni insisted that the international design innovation organization take the lead in product design and development concept, we should create a brand personality service culture meticulously, and lead the enterprises to enter the good brand management step by step.

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