Chairman Of Aldun Gong: China's Fast Fashion Future Road

< p > China's garment industry has experienced two vicissitudes from 80 to 90s. The first shuffle was initially completed, and the product brand was single and extensive. The second change is mainly to start building China's local clothing brand, and the shuffle of indifference marketing has been basically completed. Judging from the cycle of economic development, China's economy is still in a period of rapid growth, but its structural balance is insufficient, and it is in the environment of adjustment. Overall, the apparel industry is developing rapidly, with sufficient domestic demand, but not enough matching. The current environment puts forward higher requirements for enterprise management. The clothing retailing industry in the future will take the consumer as the leading factor and take the application of information technology as the link, forming a "super shop + community shop + shop" (PC+ mobile) + logistics distribution network. The fast fashion brand will soon rise rapidly in China. This requires enterprises to have a keen sense of smell, courage and thoroughness to carry out localization practice, and constantly innovate and upgrade. We are actively exploring China's "a href=" http://news.sjfzxm.com/ "fast fashion brand" /a "future road" and creating our own fast fashion mode. < /p >
< p > 1, fully tap the future needs of consumers and promote the upgrading of consumer demand. < /p >
< p > with the growing maturity of consumption concept, the new era has changed not only in cost competition, but also in consumer groups. The consumption habits, consumption psychology and consumption concept of the new generation after 80's are deeply affecting the development of the clothing industry. Then, we must be clear about what our target consumer groups need. In the era of commodity economy, our clothing industry must understand the needs of consumers and make products that they need more through research and data analysis, so that we can realize this potential demand. This requires that all our product planning be done through analysis. We need to study the needs of the members clearly, search all the members' data through a huge database, study their exact age, style, version, fabric and other precise needs, and make a demand report through a series of analysis, and finally make the order production. In the information age, if we can't make good use of the data we collected, and we can not grasp the latest needs of consumers, then we will not be able to achieve the upgrading of consumers' needs and beyond expectations. In the process of merchandising and sales, we also need to involve consumers, including all employees, regardless of the market, customer service, R & D, and so on. Letting consumers participate and letting team members share the sense of honor and achievement, the whole system is gradually functioning. This feeling has great magic power. < /p >
< p > two, refine the essence of clothing retailing and establish a commodity centered operation management system < /p >
< p > the essence of retailing is consumer, and the essence of retailing is commodity. The essence is value. The essence of retailing is actually the ultimate value of retailing. The best service for consumers is the best service, and everything decides everything. In apparel retailing industry, this is "commodity". In the ever-changing market, as long as we have clear mission and long-term strategic plan, we can find bright spots and opportunities for growth. The rise of brand and industry must be closely related to the domestic economic environment. If you choose to be an industry or a market, you will not be better if you do not see the future market. ZARA and H&M are all successful brands in the integration of supply chain or FMCG. How to reflect the needs of consumers at the fastest speed, through terminal sales, with a fixed period of time, is crucial to the company. Enterprises must clearly define the core strategy of their brand management, understand the strategy, and at the same time understand how to implement it. For example, first of all, if I want to enter the rapid response system of the supply chain, we should pay attention to which category, which color and which code can be managed by the category management to respond to consumers most quickly. We should minimize the sale of the best selling products so that it can satisfy the needs of consumers as much as possible. Followed by efficient category optimization. Let every shelf have the greatest benefit in the process of selling. Whether this can make the best position, always put the products most needed by the market to maximize the benefit, is the core of category management. In order to survive and develop in the future, Chinese enterprises must have this capability. Again, the introduction of new products with high efficiency. Such as new product development capability. ZARA developing more than 10000 models in one year requires 400 buyer designers. It takes more than two hours from design to launch. To put it simply, this is the extension of the information system to the terminal to capture the demand of consumers with the fastest speed and to spread the goods to the terminal with the fastest speed. To solve the above problems, the solution is to solve the supply chain management problems in the upstream, downstream and middle reaches. How to enhance the capabilities of enterprises in this area, ZARA and other international fast fashion brands have done a good demonstration for us. What we have to do is to combine the advantages of Chinese enterprises to enable enterprises to achieve sustainable development and become more powerful. < /p >
< p > three, shaping the culture and art of clothing brand, making her the soul of enterprise's continuous innovation < /p >
< p > in today's clothing brand development, with the enhancement of China's comprehensive national strength and the increasing attention of people to fashion apparel, consumers are increasingly concerned about the cultural taste brought by their brand when buying this clothing product. While buying this clothing product, it also bought the culture of this clothing product. Its brand culture is the main source of brand value, and consumers are willing to pay higher price for this brand culture, bringing the cultural and artistic taste to him. The huge investment in brand building makes consumers believe that the stronger the brand is, the more reliable the product quality and the service promise will be. In the process of spreading, the brand will form a unique cultural taste and personality in the consumers' mind. This brand culture enables consumers to get psychological satisfaction through the use of brands to express their social roles. The purpose of brand culture is to enable consumers to acquire a psychological and emotional sense of belonging when they consume products and services of the enterprise, and form brand loyalty. The accumulation of brand culture requires constant innovation. Of course, the shaping process of brand culture is bound to be full of difficulties, but in itself is a distillation, precipitation and sublimation of the spirit of enterprise, and the spirit of enterprise will inevitably promote its brand culture. Brand culture has been promoted, brand building has also been improved, and strong brand culture has been built. Costume art is a combination of science and technology, involving aesthetics, culture, psychology, materials science, engineering, marketing, color science and other core elements. Costume art shows a deep foundation for clothing through design. It conveys the inner spirit with unique language symbols. And behind this culture and art is our strong team. To make a good brand and achieve a great brand, besides our need to carry out the core culture conforming to the universal significance, it is also necessary for our costumer to maintain twelve points of enthusiasm for his career. Our team should always maintain an entrepreneurial state, maintain a lasting passion and enthusiasm for learning. We need to build a young team that is passionate about fashion and passionate about products. This craze to the extreme attitude can help to upgrade products and meet customers' potential and future needs. < /p >
< p > four, < a href= "http://news.sjfzxm.com/news/list.aspx? Classid=101112107105" > fast fashion brand < /a > aldun native practice for ten years, super flagship store mode came into being. < /p >
At the beginning of the development, the "P" atlon men's clothing entered the garment industry with the role of "brand operator". The private brand clothing professional retail mode was adopted to master the high-end brand of "smile curve" - the independent brand and terminal link. That is, R & D, brand operation and terminal sales are responsible for the production and outsourcing to other enterprises. The concept of "Alston" brand and its "fast fashion" development mode and the concept of "urban leisure men's clothing" reflect the cultural connotations, which strongly resonate with the cultural values of the current consumers' inner identity. The intangible added value of culture has influenced consumers' choice of products, and these elements have helped Alston to win the ability of differentiated development in the fierce market competition. In the process of development, Alton also focused on continuously enhancing R & D design. At the same time, the SPA mode of "a href=" http://news.sjfzxm.com/news/list.aspx "Classid=101112107107" > "Alton" /a "also has: pay attention to product quality, cost-effective, with the lowest cost, in the fastest time, to meet the characteristics of consumers. The consumer customers of the brand are mainly 25 to 45 years old. Each dress is closely following the fashion trend, simple and self-cultivation style, concise and smooth lines, fashionable and unique taste, which is in line with the taste of modern urban men. Super flagship store as a new retail mode, its operation will make the brand more oriented to pursue popular fashion, meet the needs of different consumer groups, and expand consumer groups. Aston made the business mission of "let every man have a good value for money" as an enterprise mission, and combined with the local market environment to innovate and upgrade the business mode. "High cost performance" and accurate brand positioning won the market. Now, hundreds of shops have been paved in the country, and the direct mode is the ultimate mode of clothing brand development. Asdun entrepreneurship has been adhering to the direct mode. In the past ten years, it has developed from the first to hundreds stores, and constantly explored and developed the fast fashion mode suitable for China's national conditions, and the overall competitiveness of enterprises has been improved. With the increasing demand of consumers and the increasing competition in the future, the industry will speed up the pace of reshuffling. Only the enterprises that can meet the needs of consumers in the future can win the future. Alton is constantly upgrading and innovating, launching the first super flagship store mode. The single store business area is about 1000 square meters. This is a large-scale private brand integration store. It has great competitive advantages both in terminal image, shop area, category structure, quantity and cost performance of products, so as to create a one-stop shopping experience and satisfy consumers' more needs, so that more consumers like and even rely on her. < /p >