Successful Experience Of Fujian Brand Clothing

< p > in the layout of China's clothing industry, Fujian must be an important pole that can not be ignored.

Seven famous wolves, Li Lang, nine Mu Wang, Qipai, XTEP, Anta, 361 degrees, and many other famous large garment enterprises in China grew up here, while seven wolves, Li Lang, nine Mu Wang, XTEP, Anta, and 361 degrees were all listed.

In the southern province of Fujian Dialect in Fujian, its clothing is known as "Min faction" by consumers, which reflects Fujian's clothing status from the side.

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From P to wholesale, in men's clothing, men's wear and footwear sportswear are the most representative and influential products. Large garment companies and even listed companies mostly come from these two categories.

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< p > from men's clothing, Fujian men's wear is regarded as a rising star compared to Zhejiang men's clothing with a long history.

In recent years, as the domestic clothing market is becoming more and more fragmented, Fujian men's menswear stands out as a medium business and leisure. It is quite different from the "business dress" of Zhejiang menswear.

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Most of the men's clothing in Fujian Province was built by wholesale mode, and later in P, the agency system was adopted.

For example, the seven wolves who are listed companies have never denied their wholesale origins.

By 1995, the seven wolves took the lead in adopting the agent system in China. This not only brought new opportunities for development to the seven wolves, but also was adopted by most enterprises.

It can be said that the men's clothing enterprises in Fujian rely on the agent system, and through the implementation of ordering system, they quickly opened the market in China.

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< p > seven wolves and other enterprises began to consider strengthening brand building and optimizing channel construction.

In fact, with the pformation and upgrading of the garment industry, the adjustment of industrial enterprises is no longer a partial adjustment, but a change in business models. The previous wholesale mode has been unable to adapt to the current stage of development.

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Hong Zhongxin, CEO of P, has said that the essence of the clothing industry is that there must be excellent store performance.

But in the direction of the movement, we must shift our focus to the intensive cultivation of commodities and terminals.

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< p > seven wolves reported in the first half of this year, as of June 30th, there were 3855 stores, of which 462 were direct outlets, with a net decrease of 152.

Seven wolves said that in the industry downturn, the company thoroughly implemented the "wholesale" to "retail" strategic pformation.

Under adverse external environment, the company has slowed down the pace of traditional channel expansion, intensified the channel integration efforts, established a channel early warning mechanism, and decisively closed down some inefficient and invalid shops.

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< p > nine herd Wang's semi annual report also shows that in the first half of this year, the company closed more stores.

As of the end of June, there were 3205 sales terminals, representing a decrease of 59 compared with the beginning of the year.

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< p > Hong Huihuang, President of fortune bird men's clothing, said that the ultimate goal of retail is still at the terminal, first of all, the concept of retail, followed by the specific landing of retail.

In order to support the specific landing of retail, the rich bird men's clothing has introduced a series of reform strategies.

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< p > according to the introduction, < a href= "http://www.91se91.com/news/index_c.asp" > rich bird > /a > men's wear puts forward strategy oriented, market sales as the core and renamed all the general agent companies as retail companies.

Since the beginning of this year, rich birds have invested heavily in developing ERP software and networking with headquarters to speed up the construction of information systems.

"Information technology is a basis for retail management. According to the content of data analysis, we can analyze the sales situation of goods, provide effective data for business development, and develop products that are more in line with terminal needs."

Zhu Qunbo, director of Sales Department of Fu Fu bird men's clothing department, said.

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< p > diversification of marketing means from the perspective of domestic sporting goods market, Fujian is an important sector, and Jinjiang is the province's top priority. Many famous sports brands are bred here.

Therefore, Jinjiang is most representative of Fujian clothing in the field of sports brand.

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< p > Jinjiang's sports brand started with shoemaking, and then gradually expanded its product categories.

Most of the brands here are rapidly growing up in a wilderness way: in 1999, Ding Shizhong, the boss of Anta, took up more than half of the company's annual profits and asked Kong Linghui to be the spokesperson at 4 yuan and 800 thousand yuan. At the same time, Anta's advertising became the CCTV Sports channel. This one started the popularity of Anta, and the media reported that Anta's market share rapidly climbed to 13.4%.

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< p > other sports brands in Jinjiang have followed suit. For example, King Lake invited Wang Nan and Andy Lau signed.

At the same time, these brands also advertise on CCTV sports channel for high-density advertising bombing.

In this regard, some people dubbed the CCTV sports channel as the Jinjiang channel.

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< p > not only is the sports brand, but also other Fujian clothing brands are keen to advertise on CCTV, for example, in 2002, the Chinese national football team entered the World Cup finals in the first place, and the seven wolves, the powerful supporters and so on, enhanced their popularity by advertising in the world Cup finals.

Until now, Fujian style clothing has not given up CCTV and other TV media.

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Less than P, this marketing method is the most common and most important way in the development of Fujian's < a href= "http://www.91se91.com/news/index_c.asp" > clothing brand < /a >.

And their practice of TV advertising has been questioned: once they are weaned from CCTV and other TV media, will they gradually be forgotten by consumers? Such a question is also well known to Fujian's clothing brands. In recent years, they are also using various marketing methods to enhance brand awareness and reputation and brand image.

For example, sports brands sponsor large-scale sporting events at home and abroad.

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In 2004, Anta reached a long-term sponsorship agreement with the CBA business promotion partner, Ying Fang and the Basketball Association, becoming the biggest sponsor of the CBA tournament in P.

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< p > 2008, 361 degrees joined the CCTV sports channel to create a 361 degree "London action" series promotion program.

According to introducing, this is CCTV's first report on the 2012 Olympic Games, the most abundant form, the most content and the longest cycle.

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< p > > a href= "http://www.91se91.com/news/index_c.asp" > men's clothing brand < /a > seven wolves to create the "Hall of fame", profoundly explains the brand concept of "men more than one side"; at the same time, Huayi Brothers in all aspects of film and television, endorsement, show and other aspects of cooperation, cross-border marketing.

During the China Fashion Week in March this year, the seven wolves and the Huayi Brothers jointly launched a highly customized clothing show, which opened the curtain of cross-border marketing of the brand.

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< p > Qiqi and the China National Symphony Orchestra, let the famous conductor of the orchestra put on its star product "Chinese collar" and pass on the cultural connotation of the brand. Qipai is also committed to the research and protection of intangible cultural heritage. The chairman of Qipai group, hung Zhao, shows that the best way to protect the intangible cultural heritage is development and application.

Qipai is designed through original fashion design, hoping to pform the intangible cultural heritage into the modern beauty that can be felt.

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< p > fashionable and leisure brand wolf family has launched a deep cooperation with the famous video websites and music network of China to open network marketing.

Shi Hairong, the chairman of the war wolf family, said that in the future, there are many ways to cooperate with the family of the wolves, such as the marketing of the drama, the production and promotion of the homemade programs.

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< p > when we say goodbye to some growth and development stages (such as a large number of channel expansion in the early years), some of the grass flavour spells are growing up. Nowadays, the Fujian style clothing is developing in a smart way, such as making more targeted marketing according to its own positioning.

Although they have many problems, the problems they appear are also inevitable in the pformation process of the domestic garment industry.

Therefore, please give Fujian men's men some time to expect them to play a more brilliant chess game. < /p >