Lang Xianping: Analyzing The Gains And Losses Of Han Du Yi She

Every big brand has its unique brand spirit and personality. Lang Xianping thought "this is not clear". Even if it is bought back, it will be difficult to succeed. For example, Prada represents an absolutely tough woman. Anna Sui represents a gentle Princess like water. This is the essence of brand positioning. "China clothing Enterprises can not only resist brand by reducing the selling price and striking popularity. There are many examples of failure. Lang Xianping believes that there are three successful examples. The sales growth rates of Han Du Yi she, seven Ge Ge and Osa are over 500% in the past three years.

Lang Xianping introduced Han Du she said that its personality was reflected in the plagiarism of Korean fashion, and its performance was low in the cell type production process, more than 100. Designer Each of them is responsible for designing, placing orders and sales, and linking performance with inventory. Once the product is not sold, the product will be transferred to other products immediately, which will solve the inventory problem and meet the market demand as quickly as possible. Although it can not be compared with Prada and Anna Sui, there is no spiritual level, but it has personality. Its sales growth rate has reached 613% in 3 years. Last year's sales were 300 million yuan, and this year it is expected to reach 1 billion yuan.

"But they are not enough because they lack a sense of dignity." Lang Xianping said that this sense of reverence can be achieved by ZARA, which is why ZARA's early strategy is to open cheap clothing stores in the best areas of the world, which is the most respected feeling. Low price, personality and dignity make ZARA's sales growth rate exceed 60% every year since 2008.

　　 Han Du Yi she With its distinctive positioning, the track of rapid growth is clearly visible: it was born in 2006, moved to Taobao, became the first brand in Korea in 2007; in 2008, it transformed its own brand, established the brand positioning of "Korean wind fast fashion"; in 2009, the Korean Branch officially operated; in 2010, it was selected as the "Amoy brand", and won the "top ten net goods brand" and "the best global practice network business"; in 2011, it entered Jingdong, VCQ, Dangdang, Mcglaughlin and other major e-commerce platforms, and established the industry status of the first brand of "Internet Korea wind fast fashion", and won the investment of internationally renowned venture capital IDG and South Korea KIP. The rapid growth of Han Du Yi house is made up of many factors, among which the most prominent ones are the differentiation advantage of brand positioning, the attractiveness of massive styles, and the consumption stickiness of high cost performance. But at the same time, we should see that when Han Du house is developing at a high speed, especially when the whole manufacturing industry is facing the M consumption situation, there are still some inevitable problems in the development of the Korean clothing house.

Lang Xianping finally said that China Garment industry The future is an unprecedented M consumption. Only one enterprise can succeed, that is, the enterprise that masters the essence of high-end and low-end clothing, that is, low price plus personality and dignity.

Therefore, the future should be more than just the sale of products, but also the communication between the output of brand value and the core value of the brand. In the words of Lang Xianping, we should enhance the sense of dignity of the whole brand. If we want to succeed, we must grasp the essence of high-end and bottom garments, that is, low price plus personality and dignity.

Then, where will the Chinese garment industry go in the future? Lang Xianping said, "as long as you think of it, it must be wrong." Because the answer is neither high end nor simple low end. First of all, Chinese clothing enterprises are unlikely to enter the ranks of high-end brands, "you should try not to try." Lang Xianping showed a triangle map of brand positioning. The horizontal axis is feminization, the more women turn to the right, the longitudinal axis is customer age. If all the famous brands in the past more than 100 years are painted on the map, only the triangle can become the world brand, but all the positions within the triangle are occupied, and there is no room for you.

At the same time, Ambassador Liu Xiaoming and fashion industry economic research expert Li Kailuo also put forward their own unique views and judgments at the forum. Ambassador Liu Xiaoming, who hosted a fashion show in China at the British Embassy, has his own views on the development of the garment industry. Liu Xiaoming believes that Chinese fashion enterprises should comply with the development rules of the international fashion industry and master three important links. First, brand, that is, historical accumulation and cultural connotations; second, design, build their own design team, at the same time should walk London, Milan and Paris famous fashion week; third, marketing, learn the successful mode of ZARA.

China Clothing industry The development is still a long way to go. We will wait and see.