Fabric Enterprises: The Problem Of Homogenization Is Seriously Improved, And The Rate Of Product Selection Is Imminent.

< p > winter in Beijing is particularly cold in the morning. At 8:30 on the second day of the 2012 Textile Innovation year, two buses start from East Third Ring on time, the first station is Yiwen group, and then the next stop is Beijing high field Garments Co., Ltd.

More than 30 presidents or executives from the national textile product development base enterprise are led by the vice chairman of the China Textile Industry Federation, Sun Ruizhe, vice president of the China clothing association, and Li Binhong, director of the national textile product development center. Through the visits, discussions and other activities, the company shares the business philosophy with the clothing brands and communicate the actual needs of Feng Dehu.

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< p > this is the second base president club activity in 2012.

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< p > < strong > concept collision > /strong > /p >

After a few minutes of "P", the bus stopped at the Yi Wen group in the South Fourth Ring.

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< p > on Ewing, there are so many brilliant results in recent years. The fashion show in the outdoor garden of Lancaster palace, the official residence of British business, is especially noticeable on the opening ceremony of the London Olympic Games.

Besides the 25 international supermodels, T's models include Chinese business, literary and art circles, sports circles and so on.

The costumes show not only the creativity of Chinese clothing brand, but also the cohesion of Yi Wen brand.

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< p > in the process of visiting the company, many details that can be seen everywhere confirm the success of Yiwen brand.

The black and white gray main color decoration style is integrated into Chinese elements, improved Chinese style home, the faint fragrance of the tea in the exhibition hall, the small dried flowers inserted in the heart shaped paper clip on the paper.

The brand of Yi Wen has been deeply impressed by the imprint of Chinese culture and detail service.

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< p > in recent years, the influence of many brands of Yi Wen group has expanded gradually at home and abroad. Xia Hua, the chairman of Elvin, has been able to share the experience of enterprise brand management through her coherent and passionate sharing.

In her analysis of the supporting point of Chinese brand value, Chinese elements, corporate culture, employment mechanism and service consciousness are the key factors.

To sum up the quality of Chinese brands, Xia Hua's four points are impressive: the ability to create, the ability to create, the ability to create, and the ability to create.

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In the following P communication, Xia Hua lamented that the growth of China's clothing brand was in fact mostly motivated by upstream enterprises.

She also found that some of the fabrics imported from Japan, Korea and other countries were exported by China, and the cost increased after many rounds of pfer.

Therefore, in her view, the domestic and downstream industry chain links have been opened up, which is very beneficial to both the supply and demand sides.

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< p > the generous sharing of Xia Hua has aroused everyone's enthusiasm.

"At present, the homogenization problem of fabrics is very serious. If we want to improve the selection rate of products, we are also telling stories to customers, and how to overcome the problems encountered in the process of product development, so as to narrow the distance from customers.

At the same time, we will recommend the new fabric to the customers according to the style of the clothing brand. We call it "consultant marketing".

Similarly, Cao Rongda, vice president of Suzhou Zhi Textile Research Co., Ltd., who has made remarkable achievements in brand building, said.

"Look around our peers, we will find that many enterprises except the boss, others do not care about their work, how to give employees dreams, give them a sense of belonging and a sense of accomplishment, we need to upgrade."

Yan Huaying, general manager of Guangdong Jianye Textile Co., Ltd., spoke of his real feelings for staff management.

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< p > < strong > urgent docking < /strong > < /p >

< p > GAO Tian has just moved to Yizhuang, Beijing. It has not been long. The size of the 9 storey building has also seen the strength of the brand.

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< p > in recent years, the three brands of Beijing Titian Clothing Co., Ltd., which are mainly "Gao Tian", are developing rapidly.

"The positioning of the three brands is different. We choose the proportion of fabrics at home and abroad, but in general, the proportion of domestic fabrics is relatively large."

In her sharing, Gao Shuli, chairman of the board, talked about her understanding of domestic fabric enterprises.

In her impression, at present, the domestic fabric is relatively low, the technical content is not too high, and the service provided is also not satisfactory. Many fabric salesmen will send the fabric samples to the garment enterprises by package, and do not understand what the enterprises need, of course, it is just a waste of effort.

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< p > after listening to Gao Shuli's introduction, Sun Ruizhe sighed, "the asymmetry of upstream and downstream information may be a big problem at present.

In fact, the domestic fabric enterprises have outstanding advantages in the function and environmental protection of their own R & D products. The 118 base enterprises are the representatives of excellent domestic fabric enterprises.

Clothing enterprises can integrate upstream resources and pform the advantages of fabric enterprises into their own advantages.

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< p > and the reality is that domestic clothing brands have demand, but do not know which enterprises can produce. Fabric companies produce good products, but do not know whom to sell. It is the existence of this phenomenon that makes the docking of upstream and downstream enterprises become more urgent, and efficient docking mode discussion is more urgent.

However, the impression that Gao Tian has made for the domestic fabric enterprises is still representative, and the problems pointed out are also targeted.

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< p > in order to make the first contact with the base enterprise Gao Tian to better understand the development strength of domestic fabric enterprises, Li Binhong shared a story.

The design director of a clothing brand also had the same knowledge of domestic fabrics as Gao Tian before. However, after being invited to be the judge of "China fashion fabric assessment" and contacted many high quality and high technology domestic fabrics, the impression changed immediately, and in the subsequent product design, a large number of domestic fabrics were used, which not only greatly reduced the development cost, but also established a solid upstream supply chain resources.

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< p > through the following direct communication with the base enterprises, Gao Shuli was surprised that the domestic fabric enterprises had such a strong product development capability, and expressed the hope of further communication.

"We have been doing direct business in department stores in the two or three tier cities. In recent years, we are also doing franchised stores. The rapid development of the brand needs upstream support, so it can be directly linked to the fabric enterprises to reduce the intermediate links, which is beneficial to both sides."

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< p > Li Binhong's conclusion once again emphasizes Collaborative Innovation: "for clothing brands, how to control procurement costs and reflect cost advantages is very important.

The direct connection between upstream and downstream and sincere cooperation can make the supply chain a real value chain.

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< p > reporter's notes: Sun Ruizhe's remarks revealed the purpose of this trip. Now many of China's clothing brands have jumped out of the mode of industrial manufacturing, and they have explored valuable experience in brand management, which will bring inspiration to the brand of the fabric enterprises.

In addition, most of the base enterprises have the experience of cooperating with the international big brands and have more mature product development capabilities. Through effective docking, they can better serve the domestic clothing brands.

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< p > by participating in this activity, journalists feel more deeply about the two words of communication.

Fabric enterprises need such a platform to listen to what the downstream clothing companies are thinking about, what they do and what they need.

The charm of communication lies in this. After the cognition and unification of the upstream and downstream parties, it is possible to achieve the integrated innovation advocated by the industry, and the sincere communication between the two sides is the first step.

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