Transformation And Branding Of Fashion Industry Sales Mode

< p > the focus of the debate is the pformation of a target= "_blank" href= "http://www.91se91.com/" > clothing /a > industrial sales mode.

Facing the future, if there is no crisis, we will face death directly.

From the beginning of the development of clothing industry, the legend of attack and evolution has been deduced.

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Less than P, some time ago, he argued with a friend that he was a distributor of a famous clothing brand in China.

The focus of the debate is the pformation of the fashion industry's sales model in this era.

Facing the future, if there is no crisis, we will face death directly.

From the beginning of the development of clothing industry, the legend of attack and evolution has been deduced.

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< p > the core proposition of debates with friends is how long the electricity supplier can replace the traditional sales mode and where will he go in the future.

As a beneficiary, friends hope that traditional store sales can last forever.

I just like Ma Yun and Wang Jianlin's gambling, and also have a game with him.

But for clothing companies, is it just a change in sales mode that can solve the problem? Is there a reasonable existence? If there is no thirst on share and scale, then the enterprise will soon fall into the hope of Qumei.

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< p > riches and birds belong to the Chinese stone lions.

This is a large collection of clothing capital. Every day there will be a big funeral and a wedding. Life and death will be around.

From the individual attack to the embrace attack, the bird of fortune has evolved.

There is an important theory in my management wisdom course, that is, the whole staff is born, so that everyone can become a growth pivot.

When the whole workforce generates an industrial synergy, each enterprise becomes the fulcrum of the industry, and competition and cooperation become a continuous competitive power. The upgrading of the industry may be in the foreseeable future.

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< p > < strong > Liu Yimiao < /strong > < /p >.

< p > this industry has once been a representative of China's manufacturing and export-oriented economy, and once walked on the cusp.

The rapid development of this industry has made the world label China's economic label of "world factory" and "made in China". It also once caused people to feel "800 million shirts for an Airbus" because of the pain of pformation.

It is China's clothing < a target= "_blank" href= "http://www.91se91.com/" > textile < /a > industry.

Today, the reporter will take you into a representative enterprise of China's clothing and textile industry -- rich bird, to explore the honor and disgrace and development of China's garment industry, and feel the persistence and persistence of entrepreneurs in China's apparel industry.

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< p > < strong > holding alliance > /strong > /p >

< p > April 18, 2013, more than 150 brands: a target= "_blank" href= "http://www.91se91.com/" > dress < /a > enterprises in Shishi, Fujian, China held at the sixteenth Haibo conference to form alliances and alliances, trying to establish an efficient and perfect integrated service consultant and information platform for apparel brand dealers and domestic commercial outlet channels, that is, "the new mode of Chinese apparel business alliance".

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Less than P, the alliance of Fujian garment enterprises is an economic and market environment: globalization makes foreign clothing brands flow into the domestic market, and competition among enterprises is intensified.

In addition, the appreciation of RMB has accelerated in recent years.

Undoubtedly, the most influential phenomenon is the traditional clothing and other foreign trade enterprises. The most prominent phenomenon is "one dare not answer".

Under such a background, the "tug of heating" of the Fujian clothing enterprises is very obvious: with the advantages of resource integration and resource gathering, the domestic market will be vigorously developed under the environment of export disruption, while the popularity of domestic clothing brands will be enhanced.

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< p > in fact, the action of Fujian garment enterprises has its strategic significance.

As for the textile and garment industry, the global demand is shrinking, which is the rapid expansion of China's market capacity. The domestic garment enterprises have ushered in the historic opportunity for the domestic market to rank the top in the world.

To put it simply, the Chinese market is expanding.

In the next 10 years, China's garment market will develop rapidly, and it may occupy an increasing share in the global garment market.

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< p > China is still facing an irreplaceable industrial advantage though it is facing the hinder of the rising cost of raw materials.

Take the industrial cluster formed by Shishi, Fujian as an example, in this area, the specialized distribution center and the specialized market play an important role in the development and pformation after the crisis.

At the same time, Chinese clothing enterprises also realize that the export to domestic market is already the future development trend of the industry. Who can understand and layout early, who will have the market opportunity.

Hong Huihuang, President of fortune bird Clothing Co., Ltd., told reporters: "now clothing and apparel is an industry problem, I think as long as the industry has someone to do well, there will be no problem.

Especially in terms of clothing, food and housing, < a target= "_blank" href= "http://www.91se91.com/" > clothes < /a > ranked first.

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< p > "800 million shirts for an Airbus", was once the feeling that China's export oriented clothing industry once had low added value, low brand influence, low efficiency and so on.

Today, China's apparel industry has been in line with international standards to a large extent, and brand influence is no longer the same.

There has been such a saying in the Chinese clothing industry that "the only thing that remains unchanged is that everything is changing".

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< p > nowadays, domestic garment enterprises have ushered in the historic opportunity for the domestic market to rank in the forefront of the world.

In the next 10 years, China's garment market will develop rapidly, and it may occupy an increasing share in the global garment market.

However, the big market also means big competition. It is no easy task to win the competitive edge of the market and the brand in the domestic apparel industry that is full of flowers and flowers.

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< p > this is the development of an era. The continuous increase of costs means that enterprises should continuously innovate.

It not only leads consumers, but also caters to consumers' consumption habits, which is in line with their tastes.

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< p > Shishi international fashion week, cross strait textile and clothing exposition and 100 min faction clothing brand exhibition. Since May 2013, Shishi, a famous Chinese casual wear city, has been playing well in Shishi.

Compared with similar exhibitions in previous years, new elements such as fashion customization, electronic volume measurement, analog design, popular color self adjustment and so on are almost everywhere. There are indications that the Chinese garment industry is trying to shake off the bottleneck of homogenization development and enter a new stage of pursuing individuation, fashion and differentiation.

Behind this series of new elements, a hot word is blinking - brand reengineering.

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< p > in the 90s of last century, after initially completing the accumulation of funds and capacity, a group of Min clothing enterprises centered on Shishi and Jinjiang carried the brand of the first brand and launched the first round of licensing movement.

These enterprises generally adopt the mode of "celebrity endorsement + advertising", and this period is the early awakening of Chinese brand consciousness.

The mode of "celebrity endorsement + advertising" fits the consumer psychology of people following the crowd and is a great success.

However, since entering the financial crisis era, the mode of "celebrity endorsement + advertising" has been widely replicated in the whole China, resulting in the abuse of power. The Chinese have obvious aesthetic fatigue, the marginal utility decreases, and the ratio of input to output of advertising gradually decreases.

The reduction of brand premium will directly lead to the decline of single store sales and the decline of profit margins.

Over the past few years, many Fujian faction enterprises have fallen into the trap of licensing and development.

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< p > how to break through? In the view of rich birds, brand reengineering should not only innovate in form but also in content.

Under the background of continuous escalation of consumption, we must seize the market, conduct three-dimensional action in the personalized field of the brand, and guide the clothing brand to the personalized era. At the same time, we should follow the international fashion and launch a series of products that satisfy different consumer groups, that is, the way of "single brand and multi stylized".

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< p > Ye Zilong, chief Merchandiser of rich birds, said: "our brand has three important series, business, lifestyle and fashion. In these three aspects, we hope to meet the habit and demand of daily wear in the middle end.

For example, from a single product to the entire collocation, and now is the serialization of our entire brand, and then to the positioning of our entire brand, which is also pursued by every min faction.

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< p > in fact, the shaping of personalized brand of rich birds has gone through a process.

Before 2012, although many excellent products such as western style clothes, mercerized cotton t-shirts and so on, had been widely recognized by the market, and the sense of quality displayed by the rich men's menswear also made them have a high degree of customer loyalty, but the rich birds did not always have a very precise brand positioning.

In 2012, after sorting out and reconsidering the external consumption demand and internal self superiority, the rich bird's men's clothing established a brand-new brand positioning: Chinese gentleman.

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< p > How can we reflect the brand positioning of "Chinese gentlemen"? "The first brand of Chinese wedding dress" -- this is the product strategy that Fu Fu bird has found for itself and can support the "Chinese gentleman" brand positioning more plentifully.

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< p > Hong Huihuang said: "now the first brand of Chinese wedding is put forward because the wedding market is very large, so there is a brand positioning from here."

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< p > gentlemen need the sense of value. Western-style clothes are the most important form of conveying the sense of value. But in Chinese occasions, only the wedding area is a virgin land to be developed.

In recent years, the direct consumption of Chinese urban residents has exceeded 700 billion yuan due to marriage. The next ten years are the peak years of wedding.

Under such a market background, the wedding dress has not yet formed a climate, and there is no unified brand with strong brands. This provides opportunities and space for the rich man's men's clothing.

After the strategic launch and efforts of the birds and birds wedding products, the sales of rich birds and Western-style clothing products are growing at a rate of 68% each year, and they have accumulated rich experience in the research and development of the wedding suits and the production process. With the cooperation of many years of high-quality supplier partners, the rich bird's men's "first brand of Chinese wedding suits" is becoming more and more true.

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< p > < strong > "rural encircling the city" < /strong > /p >

< p > under the background of overcapacity in China's garment industry, brand reengineering will be a process of ebb and survival of the fittest.

How to pform and upgrade, test the serious competition of Chinese clothing enterprises.

If the past brand is flat, then the brand reengineering is systematic.

In terms of talent reserve, technology application and marketing management, garment enterprises have put forward higher requirements.

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In the era of financial crisis after P, how to make brand marketing continue to thrive with intensive and perfect channels is indeed a knowledge that needs systematic support from enterprises.

What did fortune bird do to finally stand out? < /p >

< p > > "encircling the city by the countryside" - this is the marketing strategy of rich birds.

It can be said that the brand value of riches and birds men's clothing is constantly improving, which is closely related to its accurate market strategy and continuous investment in brand building.

In 2010, fortune bird men looked forward to targeting the huge and consumable county market in China. Through three years of market segmentation, channel expansion and terminal retail management team's training and delivery, sales increased by 30%.

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After the successful completion of the three year strategy of the county level market, P has made a new marketing strategy in fourth years: the direct battalion company is the breakthrough point and the retail benchmark is set up.

Such a strategy makes the rich man's men's clothing not only create the brand image of "county supremacy", but also gradually come to the goal of gradually advancing to a second tier city.

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< p > "the location of rich birds is China's popular brand, which is suitable for our target consumer groups."

Hong Huihuang's goal is clear.

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< p > although there is a vision of making rich birds and men's menswear the world's respect for national brands, the rich birds know clearly that the journey of a thousand miles begins with a single step. Any success is inseparable from being down-to-earth and calm and calm, and can not do without the attention to the details of product quality.

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< p > "brand is precipitated" - step by step attention to product quality and design details; precise marketing strategy, personalized segmentation, brand positioning, and other systematic support, creating the brand advantage and fame of rich birds.

In the long run, with the opportunity of the rise of the local fashion industry, through the way of brand building, creative design and industrial cluster, China's "a href=" http://www.91se91.com/news/index_h.asp "fashion" /a will become the new hope of the Chinese apparel industry.

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