Shen Yongfang: To Win The Market With The Intention Of Making A Brand.

< p > < strong > only by "making the heart brand" can we stand in the torrent, < /strong > < /p >.

< p > Shenzhen is the first city to cooperate with international fashion brands. It is also the first city to include the "a target=" _blank "href=" http://www.91se91.com/ "clothing /a" industry in the fashion and creative industry.

After years of accumulation and pformation, the clothing industry in Shenzhen is no longer a simple "a target=" _blank "href=" http://www.91se91.com/ "cloth less than /a, a pair of scissors" low-end industries. It is a creative industry integrating design, culture, creativity and technology.

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< p > > Shenzhen a href= "http://www.91se91.com/news/index_c.asp" > Garment Association < /a > president said that this change has brought double amplification effect to Shenzhen garment industry, and the most important thing is the enhancement of the added value of products.

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< p > < strong > the association actively guided < /strong > /p >

< p > "we talked about technology in the first ten years, and in the last ten years we launched the brand.

In this era, it is an important period of industrial pformation.

Shen Yongfang said that the road of brand development is the primary task for the future development of Shenzhen garment enterprises.

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What is the strategy of "P > < a href=" http://www.91se91.com/news/ "> Shenzhen's garment industry < /a >? How do we go after Shenzhen's clothing industry? Shen Yongfang has been thinking.

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< p > she told reporters that in the future, the development path of "a href=" http://www.91se91.com/news/ "clothing line /a" is not based on quantity expansion, but on quality and efficiency as the center.

Market advantage resources are gathering to enterprises with channels, brands and core competitiveness, and limited export orders are also concentrating on dominant enterprises.

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< p > and the rise of Internet economy and the development of electronic commerce have made more and more traditional enterprises and < a href= "http://www.91se91.com" > clothing market < /a > realize the function and strength of virtual market platform.

The Internet has not only become the lifestyle of the new generation of consumers, but also the formation of e-commerce is one of the unavoidable markets of Chinese garment enterprises.

Creative brands are enriching this market with great entrepreneurial enthusiasm and fresh ideas.

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At the same time, enterprises should speed up the implementation of the "going global" strategy, cooperate with and even acquire foreign brands, absorb foreign talents, technology and channels, and shorten the gap with foreign brands. Although this is a difficult and complicated process, it is also the only way for Chinese enterprises, the Chinese garment industry and even the Chinese economy to integrate into the tide of international integration. "P"

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< p > Shen Yongfang said that although from the current environment, Shenzhen women's clothing in the national a href= "http://www.91se91.com" > women's clothing industry < /a > although unique, but the single brand's anti risk ability is not strong enough. If the Shenzhen women's clothing brand can be built into a group, then the ability to resist risks in the domestic and international market will be greatly enhanced.

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< p > in addition, Shenzhen women's clothing enterprises have a good performance in every node of the fashion creative chain. If enterprises can learn from each other in a healthy competition, learn from each other's strengths, forge the competitiveness of enterprises in every aspect of the industrial chain, and form the advantage of industrial gathering, then Shenzhen women's clothing will jump to a new height of development.

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< p > in Shen Yongfang's view, the present age has reached the age of cooperation and win win. Without cooperation, there is no way out, so high-end and internationalization are the future directions of Shenzhen women's wear.

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< p > 2013, the Shenzhen apparel industry association is closely linked with the government departments and all sectors of society. It is actively exploring new ideas for the development of Shenzhen clothing, increasing support for independent innovation and creative design of brand enterprises, promoting export oriented enterprises to pform from the past single OEM processing to creating their own brands, and paying attention to the two markets in both internal and external markets. "Export" and "domestic sales" are common, walking with "two legs", implementing the high-end development strategy of creative industries, and making all-round pformation to high-end industrial chains such as fashion, creativity, and cultural and creative industries.

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< p > > "Shenzhen fashion" is taking "fashion creativity" as an important means to enhance the capability of independent innovation of enterprises, constantly enhancing the soft power of corporate culture, and promoting the overall upgrading of the industry and the pformation of development mode.

Shen Yongfang said.

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< p > creativity is not only a slogan, but also needs to be realized in operation.

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< p > < strong > Enterprise bold innovation < /strong > < /p >

< p > culture and art are always closely related to costumes. Many a href= "http://www.91se91.com" > clothing enterprises < /a > also try to find the best interpretation of brand connotation from art, and pink wardrobe (BBLLUUEE) is one of them.

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< p > pink wardrobe tries to find ways of expression in music and < a href= "http://www.91se91.com" > fashionable dress < /a >, and establishes an art marketing mode of fashion brand: "BBLLUUEE asks consumers to share the feelings of music, and you (consumers) express the beauty of BBLLUUEE in life".

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In P 2013, pink wardrobe began to try to share music with customers in the shop, while using new media to share music, fashion and beauty.

At the same time, the pink wardrobe also pioneered the fashion musical "dancer in the dark", hoping to establish a fashion and music communication mode.

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< p > different from the pink wardrobe, implanting the brand connotation through the musicals, Xi chose to use smell marketing as the breakthrough point to show the brand connotation.

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< p > "every clothing brand has its own fragrance.

The confirmation of the fragrance of the clothing brand is the confirmation of its brand style.

Miki creative "a target=" _blank "href=" http://www.91se91.com/ > dress < /a > General Manager Wei Yong told reporters.

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< p > for Wei Yong's choice of fragrance marketing as the selling point of brand marketing, there are also some contingencies in it.

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< p > "our brand's < a target=" _blank "href=" http://www.91se91.com/ "," designer /a ". In idle time, I like to stroll all kinds of markets and look for inspiration from many interesting things.

Recently, she was very interested in fragrance, and in the process of designing clothes, she suddenly realized that she could bring the smell of perfume to clothing.

Wei Yong said.

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The accidental discovery of "P" also contributed to the bold breakthrough of HSI in brand marketing.

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< p > in Wei Yong's opinion, there is a certain internal connection between fragrance and clothing.

"Aroma is also varied, stimulating, elegant, masculine, etc., to a certain extent, different flavors can also represent different styles of clothing brands."

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For P, he also invited the perfumer to develop his own fragrance according to his brand style and characteristics.

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< p > "Hsi's brand style is rational and gentle. Therefore, Hsi's fragrance also caters to this style."

Wei Yong told reporters that the integration of clothing products and shopping atmosphere is also a further enrichment and enhancement of brand connotation, and enhance consumer identification of brands.

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< p > "but the most important thing of Greek is the product's close to nature, environmental protection, design and tailoring."

In Wei Yong's opinion, the role of a good fragrance is no more than a finishing touch. It is just a means to highlight the brand gene. To win the market, it will ultimately depend on the product.

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< p > for this, SKAP (Saint Gal) deeply agrees.

Therefore, it has also chosen the most direct way to enhance the brand self - product.

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< p > SKAP has been trying to find the best balance between environmental protection and production, < a target= "_blank" href= "http://www.91se91.com/" > shoes > /a > to find the best green supplier in the world.

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The cooperation between P > SAFWALK and SKAP is listed as a classic case for the two brands to make efforts for environmental protection. The "green aircraft tire base" developed by SKAP is known as one of the most environmentally friendly bottom of the shoe.

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< p > in addition to achieving environmental production through waste recycling, SKAP also ploughs natural production.

SKAP and "LACTAE" cooperate to develop "milk bottoms".

This series of products is made of pure natural latex, which locks a large number of air molecules inside the bottom of the rubber, creating the super elasticity of the shoe sole, and ensuring consumers' comfortable wearing while achieving green environmental protection.

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< p > at the same time, in order to ensure the healthy reproduction of Trifolium rubber valued tree species in tropical rain forests, LACTAE's acquisition of rubber follows the principle of protecting the ecological environment and natural environment.

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< p > despite the fact that environmental protection is not a new topic at present, SKAP has deducted a brand new connotation through every combination of environmental protection and brand behavior.

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< p > 10 years ago, almost all garment enterprises in Shenzhen were export enterprises. In the past 10 years, Shenzhen clothing has been doing "naming" projects to create famous brands, famous enterprises and famous teachers. In recent years, Shenzhen's brand has been upgrading, independent innovation and brand competitiveness have been constantly enhanced.

In particular, women's clothing in Shenzhen has taken up a large share of the national market.

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< p > 2013 will be the beginning of the industrial pformation of the new ten years of < a href= "http://www.91se91.com > > Shenzhen dress < /a >.

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< p > of course, it may take a long time to get out of the predicament of the clothing industry. Transformation and upgrading may take a long time to relieve. But in a sentence that Shen Yongfang has always stressed, only by "making a heart to make a brand" can we have a foothold in this torrent. Regardless of the impact of the electricity supplier or the pressure of the industry, only by sticking to our brand can we survive and have a chance to get a share in the increasingly competitive market.

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