Innovation In Imitation Is The Winning Way For Chinese Garment Enterprises.

The success of foreign fast fashion brands attracts many. clothing Brands compete to emulate. Industry experts pointed out that behind the rapid expansion of the major fast fashion brands, the problems of enterprise development are also becoming more apparent. To create a truly fast fashion brand, we must learn to learn from the advantages and make up for the shortage. We should make clear goals in continuous learning and exploration, create a unique brand connotation and have a needle to sex marketing mode.

　　 Fast fashion Slow thinking is needed.

Although the speed of the expansion of all fast fashion brands is admirable, under the prosperity, the problems behind the fast fashion brand prosperity have to be carefully considered.

The quality of fast fashion brands has always been criticized. The quality problems of foreign fast fashion enterprises in quality inspection are often seen in newspapers. In recent years, Zara and H&M have also been included in the list of quality blacklists many times. The quality problem has not been solved. Now, the design of copying the big brand has become another big problem of fast fashion. In order to ensure the fast supply and continuous selling of products, fast fashion tends to focus on the trend while ignoring the principle of creating the trend. Imitation and plagiarism become the main archetype of product design. Cheap imitation clothing benefits consumers, but infringes the intellectual property rights of other brands. The lack of unique original design will also become the biggest obstacle to fast fashion brands. The rapid development of fast fashion has left many enterprises in the garment industry uncovered, but the attitude towards quality and originality will inevitably affect its brand value and long-term development. Whether fast or fashionable, quality products are always the bottom line for enterprises and brands to hold.

Therefore, local brands should gradually build their own design network strength from the plagiarism. In the product design, they should give more consideration to some localization factors instead of imitating the foreign styles blindly. Completely copy the foreign style, because copying the foreign style produced. clothes It is not suitable for Chinese people's shape and aesthetics, and will inevitably be eliminated when they enter the market. Therefore, taking consumer demand as the core and striving for original design is the key to winning the local brand.

In addition, fast fashion brands are always catching up with fashion in their pursuit of fast fashion, ignoring the effective wearing of clothing, resulting in excessive waste of clothing. With the coming of the era of mass consumerism, more and more disposable products have caused tremendous pressure on garbage disposal. Data show that China's solid waste is growing at a rate of 8% to 10% per year. The proportion of clothing in solid waste is not large, but the proportion has been rising. Because there are no mature second-hand clothing channels in China, such as vintage clothing stores and second-hand market, it is difficult for consumers to deal with old clothes that can be worn.

It is worth mentioning that under the fast fashion mode of consumption, many people believe that consumers are mainly concerned about products and generally do not care much about brand image. In fact, such a view is very dangerous. In fact, brand image has become the subconscious factor that determines consumers' purchase. Especially at present, most of the fast fashion brands appear in the shops near the commercial street, and many brands are directly in department stores, so when consumers purchase, they will first consider the brand factors. H&M and UNIQLO were able to take root in China's big cities at first, and their brand appeal and influence still had a lot to do. For example, in Shanghai, wearing ZARA is also a relative status symbol, because at first they consumed many overseas Chinese people who were more familiar with their brands, took the lead in consuming and carried out unconscious brand publicity.

Therefore, for those who want to enter the fast fashion industry, we must strengthen the brand building. The value of fast fashion is to constantly create this fashion experience for customers. At the same time, full attention to terminal and channel mode innovation is also a matter of attention to fast fashion. Because the fast fashion consumer groups are young people, they spend more and more time on the Internet, and contact fashion information on the Internet more and more conveniently. Therefore, online consumers are more sensitive to fashion. Online shopping has become the trend of young consumers nowadays.

According to the insiders, the real network based fast fashion operation should be based on the core of the network and use the Internet to "accelerate" the fast fashion operation. At present, with the acceleration of the network process such as UNIQLO and other brands, as well as the transformation of domestic e-commerce clothing enterprises to fast fashion, it is foreseeable that the main battlefield of competition in the fast fashion field in the near future may shift from offline to online.

Related experts pointed out that establishing the unique connotation of the brand and innovating in imitation are the winning ways for Chinese garment enterprises. First of all, we should strengthen the competitive advantage from the efficient integration of the fashion industry chain. China is now the most promising country in the world to develop fashion industry, because China has the most mature and complete industrial chain and abundant labor resources, and the country has great potential for economic development. The successful Chinese garment enterprises in the future must be the most successful ones to enhance brand value and fashion originality. It is also the enterprises that can efficiently integrate the industrial chain, especially the active application of digital technology to improve the efficiency of marketing and supply chain management.

Second, e-commerce has become an important part of speeding up the promotion of fashion brands. According to Ai Rui research data, in 2009, the scale of China's apparel online shopping market reached 30 billion 870 million yuan, an increase of 81.5% over the same period last year. There are thousands of garment online shopping companies running in mainland China. Clothing consumption on the Internet is entirely based on fashionable consumption. The mainstream consumer of Internet clothing is fast fashion consumer. They care about fashion. We should make full use of the advantages of the Internet, choose the market segments, accelerate the brand awareness and fashion value through the construction of personalized e-commerce, speed up the high degree of integration of online and offline channels, make deep efforts, and persist in the continuous innovation of terminal and channel mode.

Thirdly, integration of localization and international design forces. From imitation, gradually build their own design network strength, for example, join the creative alliance with product brand positioning, and horizontal exchanges with other branches of the creative industry, and inspire each other. China's market has its own particularity. China has a long and unique history, culture and heritage. It has the aesthetic characteristics of Chinese characteristics. It can not simply copy the design ideas and ideas of foreign countries. The judgments made by imitation are inaccurate, which will only lead to the final loss of the brand. This requires Chinese clothing brands to be localized and upgraded in color modeling and structural language, so as to achieve the qualitative leap created by China.

Finally, fast fashion should also focus on low-carbon fashion. Low carbon fashion not only brings the awareness of environmental protection to fashion, but also makes fashion more popular and low-key. It speeds up the transformation of development ideas and practices the green supply chain. Nowadays, the topic of low carbon fashion has been mentioned and discussed many times. For example, the controversy, practice and feasibility of sustainable fashion; technology driven green fashion system; development and distribution of environmental fashion products; socialized and environmentally friendly fashion marketing; social and environmental responsibility of the global fashion industry. For example, GUESS launched environmentally friendly men's and women's jeans made of organic cotton. H&M's organic cotton clothing covers all kinds of underwear and coat, and specially hangs the trademark of "organic cotton" to show the difference. It is urgent to build a green supply chain and achieve a recycling economy through the way of low-carbon fashion. {page_break}

　　 Building Chinese fast fashion

The fast fashion way of Chinese clothing brand is full of challenge and competition from the beginning. On the one hand, it should constantly innovate in trying, and on the other hand, resist the strong invasion of foreign fast fashion brands. In fact, there is no lack of fast fashion in China's clothing industry. A group of brands represented by La Natsu Bell, ME&CITY and vice president have begun to face up to foreign brands. Although their scale is not very large, their influence is expanding. In a sense, it may be the way out of "Chinese style fast fashion".

La Natsu Bell, founded in 1998, is a brand from Shanghai. La Natsu Bell has always been trying to emulate ZARA's operation mode. The brand will romanticism, fashion and elegance of the French people. Clothes & Accessories The introduction of Chinese life. The pursuit of personalized design is the fashion brand that permeates the design of human culture. Its existing LA CHAPELLE CITY, La go go, LA CHAPELLE, LACHAPELLE SPORT four brands. It took La Natsu Bell only a year to build a scale of nearly 1000 stores nationwide. By the end of 2012, it had reached more than 1400 stores. La Natsu Bell's appearance was the focus of the industry.

"Our research finds that there is still much room for domestic market. In this field, we have done much better than foreign brands, and local brands still need to be improved. We want to explore local brands that can impact international brands. La Natsu Bell founder Xing Jiaxing said so.

Positioning fast fashion, it is necessary to meet the consumer style of changing consumer demand, and foreign clothing enterprises, Xing Jiaxing has also begun to adopt a multi brand strategy to adapt to consumers of different ages. Although La Natsu Bell has deep accumulation in design and channel, what makes it more prominent is the overall operation and management ability of the company, especially in the supply chain management.

Now, La Natsu Bell has a very core product production and logistics system team, and is also a powerful guarantee for the company to become a "fast fashion" expert. Benefiting from this, La Natsu Bell updated the fashion style very quickly, launched thousands of items in one year, and listed new models every week.

In the past two years, the shops of the more than 20 odd provinces have covered over the whole country. This fast fashion brand, which has developed rapidly because of the development of its own clothing brand retail, has become a dark horse in the Chinese clothing market.

From the day of brand building, while steadily expanding, he continued to explore ways suitable for his own development. Since 2007, SPA has gradually established the business model of the SPA, and has become the forerunner and typical representative of the domestic mode. "At the very beginning, our positioning was different from that of other domestic clothing brands. At that time, we had sold from the wholesale clothing market or the wholesale clothing group of clothing brand, which was a multi brand clothing retailer. Since 2007, the company has begun to sell its own brand clothing, and gradually formed the mode of integrated control and management from commodity planning to design, production and sales, which is the SPA mode. Ding Hui, chairman of the group, explained.

It is with this brand new pattern and idea that Quanzhou has begun to lead the Chinese apparel retailing industry. In the field of garment manufacturing and clothing brand, the new supply of goods has been developed. It has realized the customer demand oriented mode of commodity supply, reduced the risk of commodity development and supply, and has played a leading and exemplary role in the upgrading of China's garment industry. And once become a fast fashion leading brand in the country, Ding Hui has become the ticket for "Fujian business 100 strong list".

To win the customer's word of mouth transmission by products, services and good terminal image is an effective means for retailers to build brand. The good image and environment of the store, and the fashionable store design attract people's attention. It also helps attract customers to come shopping and better satisfy the psychological demands of customers' good shopping environment and experience. In addition, the company has launched a network of radio networks, which can shorten the distance between the company and its chain stores, and facilitate the timely publicity and implementation of corporate culture, current affairs and related systems.

With the rapid development of domestic electricity suppliers, in 2011, the company began to enter e-commerce, and the retail sales in 2012 were nearly 100 million. Ding Hui revealed that in the next five years, the company will continue to strengthen its product development and terminal sales capabilities, and give full play to the advantages of innovative business models and "member database marketing" and information supply chain management, so as to make products more in line with the needs of mass consumers, make the sales capacity of single stores stronger, and make fine operation in the steady growth of the number of stores. At the same time, vigorously develop e-commerce strategy, and will realize the simultaneous sale of online, offline and integrated businesses in 2015. According to the insiders, the clothing retailers represented by the local vice president effectively control the direction of the clothing market, which is in line with the trend of market development and will surely become a new benchmark for the development of the clothing market.

As a global garment manufacturing country, China's fashion is gathering in China. As long as garment enterprises can make full use of the advantages of local enterprises and create their own fast fashion mode and avoid blindly following the operation logic of foreign brands, we have every reason to believe that China's fast fashion brands will be able to take a place in the new round of competition.