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Clothing Industry: The Time To Create Brand Value

2013/7/15 9:58:00 74

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Clothing Industry Clothing Brand Seven Wolves

with the coming of the deep economic adjustment period, the development of the market is more and more unpredictable. < a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > the problem of cash flow tension and profit decline has become very common. The development of the garment enterprises is facing unprecedented challenges, especially the pain and survival difficulties faced by SMEs.

But on the other hand, a dangerous situation also means opportunities. Such a period is also a new strategic stage for enterprises to create brands and shape brand values.

the time to create brand value is less than /strong > /p >

Less than p days ago, the list of China's 500 most valuable brand names was released in 2013 (the tenth session).

In this list, there are 27 brands from food and beverage, a target= "_blank" href= "http://www.91se91.com/" > textile, /a, clothing, media, information technology, household appliances, automobiles, energy and so on.

Among them, the food and beverage industry is still the most famous brand in the industry. A total of 75 brands were selected. The textile, clothing, media and building materials industry ranked second, with 44 brands listed on the list, accounting for 8.80% of the total number of brands listed.

strong brands, Qipai, seven wolves, and lon brands have been listed in the list and have received strong attention.

It is understood that Jin Ba has been selected in the list for the tenth consecutive year. Its brand value increased by 4 billion 200 million in 2012 and climbed to 26 billion 958 million yuan in the year of 22 billion 686 million yuan. It continued to win the first value brand of Chinese men's wear.

The world famous brand research institute, the world famous brand research laboratory (WBL), released the list of "500 most valuable brand list" in China in the 2013 annual analysis report. It gave highly praised the men's wear. The men's costume, as the most representative representative of Chinese men's wear brand, has grown into the continuous leader of the Chinese men's clothing industry. The brand communication strategy and the construction strategy of the all media brand in the year of 2012 are also the most beneficial inspiration for the traditional clothing brand in the new media age. < p

the successful example of brand will always inspire other brands.

For garment enterprises, implementing brand strategy and forming brand advantage is one of the important ways to achieve sustained returns, maintain the leading position and win the competition.

According to a survey of more than 400 domestic garment enterprises recently released, more than 70% of the respondents said that taking the road of brand is the primary task for the future development of Chinese clothing.

However, creating brand and forming brand value are not overnight efforts. They need not only persistent efforts of garment enterprises, but also constant attempts and breakthroughs in accordance with market changes.

Nowadays, the domestic and international market is depressed. The development of garment enterprises is in urgent need of finding new breakthroughs. Especially small and medium-sized enterprises may be facing a survival crisis and need to explore breakthroughs.

Therefore, the lowest point may be a turning point. At this point, it may be a new strategic stage for enterprises to create brand and establish brand value.

create core products by information technology /p >

If a company wants to build a brand, first of all, it should give consumers a trustworthy quality product.

Because brand value is the added value of brand beyond the value of the product's function. If a brand can't be affirmed by consumers, the brand will be submerged and eliminated by the market.

relevant data show that in recent years, consumers' cognitive status of brands has weakened on the whole, and the number of brands mentioned by consumers has increased widely. However, the brand of the market's first camp brand has decreased in the minds of consumers, and the recognition of brands has generally declined. That is to say, the number of brands that consumers are familiar with is increasing, but the brands that are truly recognized by consumers are decreasing.

In fact, when production is approaching the limit of consumption, ordinary consumer goods can no longer expand and create new consumption needs, and the creation of any brand is centered on products.

Therefore, brand building should first combine the technological innovation and fashion design to pform people's potential consumption demand into actual demand and consumption behavior, thus creating new consumption fields and realizing the market value of products.

In the face of the severe situation facing the current garment industry, improving the quality of the products and strengthening the innovation are considered to be the "magic weapon" of the enterprise pformation and out of the predicament. The relevant investigation shows that the current majority of enterprises believe that new technology, new technology will be introduced, and the design level of the product will be improved and the quality control is strictly controlled.

In particular, those garment enterprises suffering from early expansion and bringing in inventory have already begun to explore pformation after improving their inventory status. They all say that products and channels are the breakthrough for pformation.

it is reported that Semir, one of the top brands of domestic entertainment, "a" target= "_blank" href= "http://www.91se91.com/" and "dress less than /a", will introduce the Italy entry level luxury children's clothing brand Sarabanda in September this year after the acquisition of domestic high-end high-end casual wear GXG. In March, it also plans to introduce high-end high-end brand for men and women in Europe and Korea.

"The next step for garment enterprises is to expand from simple management to core competitiveness."

Zheng Hongwei, vice president and deputy director of Semir, told the media.

it is foreseeable that the establishment of clothing brand will be driven by information technology in the future.

Industry experts say that the key to making a particular enterprise succeed quickly is to create new core competencies: build a brand or product platform.

The ideal mode of clothing enterprises in the future is to build a brand or product integration platform with small organization characteristics, and build it into a core competitiveness. At the same time, with the help of Internet platform technology and logistics, it will provide consumers with a target= "_blank" href= "http://www.91se91.com/" with brand design, product characteristics and quality characteristics.

At the same time, enterprises can also carry out information innovation with their products.

For example, garment enterprises will make full life cycle management around consumers, provide customized clothing at all stages, and make use of information technology to innovate product information.

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reserve talents enhance development stamina /p >

according to the relevant investigation, the cost rise is still a tough problem for the labor-intensive clothing industry. Most of the respondents said the cost is the biggest challenge.

Nearly half of the enterprises believe that the lack of design and the lack of talent are the bottlenecks restricting the Chinese clothing going to the international arena. More and more business owners realize that design talents are the key to the development of garment enterprises.

in fact, some enterprises do not lack talent, but lack the corresponding mechanism for training talents.

And supporting the management and industry matching foundation with these talents.

From the recent clothing special recruitment meeting, I was informed that the recruitment of garment companies in recruitment field was very active, and many people came to apply for it.

Among them, men's wear < a target= "_blank" href= "http://www.91se91.com/" > designer < /a >, women's wear designers and other positions all enterprises need.

But from the recruitment results, recruitment is not ideal.

HR, a company, said that the company value experience for the design staff, but the graduating students generally have no experience, and experienced people are hard to recruit.

This seems to have become a common problem of enterprises.

But some companies have received good resumes from fresh students.

And some of them are satisfied. Some of them brought their own works to the company HR.

When lamenting talent is hard to find, many enterprises should think about what kind of talents they need to develop and whether they are determined to invest in and cultivate them.

on the other hand, a lot of enterprises react, there is a relative lack of front-line printing staff in the enterprise, and such grass-roots staff such as shop manager, shopping guide, logistics and so on are low loyalty and highly mobile.

The reason is that the entry threshold of the clothing retailing industry is low, the knowledge level of the grass roots staff is relatively low, and the age is also small. The skills of learning and accumulation in the work can be applied in other service industries, so it is very difficult for grass-roots people to work long in one place.

On the other hand, with the intensification of competition, the competition among enterprises is fundamentally the competition of talents, and the fierce looting of talent among enterprises, and some experienced personnel are easy to be picked up by high-tech enterprises and more powerful enterprises.

from this year's employment situation, the difficult employment situation actually provides enterprises with a favorable opportunity to attract talents.

Today, with fierce competition, outstanding talents need to be discovered, and more patience is needed to cultivate them.

How to retain talents, how to establish a deep mutual trust, win-win and reliable relationship between enterprises and talents has become a thorny issue for enterprises.

To be sure, some enterprises have begun to realize the importance of excellent talents to create brand names.

They began to attach importance to human resources management, start from improving the quality of talents, formulate specific measures, attract talents, encourage talents, rationally use and pay attention to training, speed up the implementation of the strategy of talent development, attach importance to personnel training mechanism, form positive corporate philosophy and corporate culture atmosphere, create favorable environment for the construction of talent team, and create enterprise brand step by step.

In other words, in the strategic adjustment period, it is urgent and urgent to establish the strategic layout of talent priority development.

Case: technology is the core of brand .

Huaqi environmental protection printing Co., Ltd. is a joint venture invested by Gage (China) weaving and dyeing Garments Co., Ltd. and Shanghai Changsheng textile products Co., Ltd., which is an innovative low-carbon enterprise with environmental protection, energy saving, emission reduction and consumption reduction.

With independent R & D cold pfer printing technology team and complete set of cold pfer printing production line, 20 national research patents have been obtained.

the company takes the cold pfer printing production technology as the center and combines with the market demand to provide environmental protection and energy saving printing processing services for famous brands such as textile and apparel home textiles, and takes environmental protection, energy saving and technological innovation as the strategic goal of the enterprise, and develops into a world-class low carbon ring printing production base.

It is listed as the key project of the 12th Five-Year plan by the China Textile Industry Association.

Recently, the cold pfer technology of environmental printing has won the most important award in China's textile industry. The first prize of the China Textile Industry Association's "textile light" science and technology award was 2011.

Since its establishment, the company has participated in large-scale exhibitions and fairs, and has introduced distinctive cold pfer printing fabrics and clothing products in time to create the influence in the entire clothing market. P

The successful promotion and application of cold pfer printing technology not only made the company achieve a new leap forward under all kinds of difficulties, but also promoted the pformation and upgrading of the national textile and garment industry.

cold pfer printing technology reduces the dyeing links by printing, reduces energy consumption, and solves the problem of environmental protection and cleaner production of dyestuff printing. This technology conforms to the current world low carbon environmental protection concept and requirements, making Chinese textiles more smoothly enter the national market and promote the core competitiveness of the entire textile industry.

The emergence of any new technology will have a complex application process. However, the value and contribution of the research results will be better reflected if the results of laboratory research are realized in a timely manner.

quality products and fashion design are the best guarantee for Huaqi's brand creation.

Huaqi fabric inherited the excellent quality of gage fabric. Through collaboration and cooperation with the upstream and downstream, as well as with excellent designers, Huaqi successfully developed the mix and match fabric, mulberry silk knitted shirt and put it into the market.

The company maintains a very close one to one service with every brand designer. According to the designer's requirements for fabric handle, style and fashion, he is built with the professional standard of "T-shirt experts".

And take this as the direction of docking with consumers.

on the basis of communication with consumers, through the continuous investigation and practice, the cold pfer printing fabric of Huaqi company is rich in color, soft in pition and comfortable in touch, and can be completely comparable with computer digital printing products.

The printing pattern shows a high quality and high level stereoscopic effect pattern. After printing, the handle is soft and the color fastness is equal to the dyed fabric. This greatly reduces the production cost and can be applied to a variety of woven a target= "_blank" href= "http://www.91se91.com/" > cloth < /a >, showing the great market prospect inside and outside the country.

On the basis of inheriting gage's excellent ideas, Hua Qi clearly defined the brand positioning, broke through the traditional mode and operation method, and integrated innovative thinking. In addition to technological innovation, it also included the innovation of thinking, the pformation of marketing methods and the traditional way of promotion. P

For example, in collaboration with internationally renowned designers, especially high-end designers, with a view to play a leading role in the market, through the cooperation with the Hollywood film and television company to hold the show, the brand promotion efforts will be strengthened and expanded.

it is learnt that at present, Huaqi has established a "Guangzhou Huaqi" cooperation with an enterprise in Guangzhou. More bases are being built, and in the future, production bases will be established in Anhui, Shandong, Jiangsu, Zhejiang and other regions, and an industrial alliance with Huaqi technology "cool color" as the core will be established. The textile factories, cloth shops, printing and dyeing factories, designers, associations and other resources will be integrated to further ensure the sustainable development of Huaqi cold pfer printing technology.

Below P, Huaqi printing has successfully completed the "nylon", "solonna" and other ingredients fabrics for Japanese "Dongli", "DuPont" of the United States and Taiwan "Fu Mao" and signed the strategic cooperation agreement.

At the same time, Huaqi provides environmental printing and processing services for famous brands such as textiles and garments, home textiles and fabrics. The printed brand jeans, bottomless trousers, T-shirts and other products in its own brand are well received by the market, and are also cooperated with the "seven wolves", "Li Lang", "nine shepherd king", "Bosideng", "Pierre Cardan" and "D&G".