Ningbo Garment Enterprises Achieve Industrial Pformation Through Multiple Channels To Create Brand Communication.

< p > "children's clothing can be regarded as the last piece of cake in the clothing industry."

At the current a href= "http://www.91se91.com/news/list.aspx ClassID=101112107105" > Ningbo International Fashion Festival < /a >, Tang Xiaochun, sales director of Sinba Na, told reporters that "Simba Na" has only been released in March this year. At present, there are more than 20 stores.

Before establishing Sinba Na, the company is a foreign trade enterprise that has been doing export business for 12 years.

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"P", such as "Sinba Na" such foreign trade enterprises in the current clothing festival "get together" appearance, "mischievous children", "GabbyLoop" and a number of new children's clothing brands are Ningbo foreign trade clothing enterprises to fight in the domestic market "results".

Zhou Xueming, deputy director of Ningbo economic and Information Committee, said that many foreign trade enterprises in Ningbo tried to pform their brands and chose children's clothing when they sold their domestic products. At present, there are more than 20 independent brands of children's clothing in Ningbo.

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"P >" in the foreign trade enterprises "fight for war" to fight the domestic children's clothing market at the same time, Ningbo's own brand enterprises are not idle.

After successfully running the two women's clothing brands of Taiping bird and Lok Ting, Taiping bird pushes the children's clothing brand Mini peace to the front desk.

The mini peace is an independent exhibitor. It combines many brand images of Taiping bird.

The position of mini peace in the children's wear exhibition hall is very impressive. It not only shows the excellent control power of "Taiping bird" in brand cultivation, but also highlights the idea of "dislocation management" praised by "Taiping bird".

"It can be said that the 100 billion level cake of the baby economy has inspired the bold idea of" Taiping bird "to cultivate the new advantage of the fashionable children's wear plate.

Taiping bird group chairman Zhang Jiangping said.

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< p > abandoning the development mode of existing domestic children's clothing, combining with the fashion concept of adult clothing, mini peace won the market's popularity after being on the market.

According to Zhang Jiangping, "we plan to increase the number of self operated shops in mini peace to 200 this year."

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< p > Zhou Xueming believes that in the next 3-5 years, < a href= "http://www.91se91.com/news/list.aspx ClassID=101112107107" > children's clothing industry < /a > will fall into the competition of "Red Sea".

In order to create brand influence, Ningbo children's clothing enterprises must strive to improve product quality and seek breakthroughs in product research and development and sales channels.

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< p > < strong > close to the industry, take the market, aim at the difference, light the brand < /strong > < /p >

At the P clothing festival in Ningbo, YOUNGOR has changed its past multi brand display methods to show its appearance in a simple atmosphere. Hon Ma costume, hemp family bed products and the "breathable shirts" made by the world's top water washing technology come out.

A buyer from shopping mall told reporters that people are more concerned about health, environmental protection and natural lifestyle than fashion beauty. YOUNGOR firmly combines market demand with its own advantages.

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< p > according to the reporter, with the popularity of the market of hemp products, many brand enterprises began to prepare for the "Ma market". YOUNGOR has developed the hemp industry for nearly 10 years, and controlled the whole industrial chain from planting, fiber processing, fabric research and development to product brand.

After years of market groping, the hemp brand has achieved various breakthroughs in the bed and clothing series.

According to Li Rugang, chairman of YOUNGOR group Limited by Share Ltd, at present, there are many large flagship stores in the HMA family brand, and at the same time, they are pushing into the department store to set up the bed product monopoly hall. Soon, there will be 100 business channels in the near future.

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"P >" more than 100 years ago, the Ningbo red gang tailor went out to earn a living by relying on a ruler and a pair of scissors.

In twenty-first Century, the "red band" tailor's descendants in the inheritance, the market is bigger and bigger, the brand is getting louder and louder.

Zhou Xueming said that at present, the traditional clothing enterprises in Ningbo can not only be close to the industry, but also play an innovative role in the dislocation competition.

In the seventeenth Ningbo international clothing festival, YOUNGOR, Shan Shan, Luo Meng, Taiping bird and other Ningbo local brand highlights are frequent.

According to the introduction, the six Ningbo Ningbo Convention and Exhibition Center is the largest exhibition hall in the current Ningbo Fashion Festival, with 2000 international standard booths, with an exhibition area of 45 thousand square meters and 340 brands.

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< p > "in the textile and apparel value chain, the generally recognized profit distribution structure is: Marketing accounts for 50%, design accounts for 40%, and production accounts for 10%.

Ningbo is a big city of garment manufacturing, but creative design has always been the "soft rib" of Ningbo's textile and garment industry.

Zhou Xueming said, "in recent years, industrial pformation and upgrading, the Ningbo municipal government has increased support efforts, focusing on the integration of innovation elements needed for the pformation and development of the garment industry, focusing on the promotion of creative design."

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< p > the industry believes that the YOUNGOR GY, groom, Anjaylia, Mai Zhonglin, MAXWIN and other fashion brands and INTREX Chinese and British students' original design release events on the clothing festival, highlights the brand's creative design concept, and also promotes the pformation of Ningbo's clothing manufacturing market to the strong market of garment design, further making up the short board of Ningbo's clothing creative design, and improving the forefront of Ningbo's clothing industry and clothing brand's design concept, style and taste.

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< p > < strong > channel change accelerates old brand enterprises' electric shock < /strong > /p >

< p > textile and garment industry has always been the traditional dominant industry in Ningbo.

At present, there are more than 16 thousand textile and garment enterprises in the city. Among them, there are nearly 1000 garment enterprises whose main business income exceeds 20 million yuan, and the total industrial output value and sales revenue of Enterprises above designated size are 120 billion yuan.

Statistics show that the city's annual output of nearly 1 billion 500 million sets of clothing, accounting for 12% of the country's output, and gradually showing men's clothing, women's wear, children's wear, casual wear balanced development trend.

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Shortly before "P", Ningbo issued the "action plan for accelerating industrial upgrading" in a timely manner. Among them, the textile and garment industry was identified as one of the key projects of the city's industrial upgrading.

In order to speed up the pformation and upgrading of the textile and garment industry, the Ningbo Municipal Committee and the municipal government put forward to "strive to upgrade" the textile and garment industry and move towards the two ends of the industrial chain -- the pformation and upgrading of brand marketing and R & D design.

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< p > < a href= "http://www.91se91.com/news/list.aspx ClassID=101112107108" > YOUNGOR < /a > has been insisting on the channel as the king at the two ends of the industrial chain.

In recent years, YOUNGOR clothing brand has maintained an average annual growth rate of 15%-20%.

Even in the first half of the first half of the first half of this year, when the domestic demand is seriously declining and the garment enterprises are losing money in large areas, the recovery of YOUNGOR clothing and clothing has achieved 6% growth.

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< p > at present, there are 816 self owned stores all over the country, accounting for 44% of total sales and 1578 of shopping centers and outlets, accounting for 40% of total sales. These two main channels have become an important window and sales position for YOUNGOR's brand image, while 467 franchise stores and the special group buying center of the headquarters of the company have further enriched the sales terminals of YOUNGOR.

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< p > forecast data show that retail sales will reach 250 billion yuan by 2015.

In the face of such a huge online market, YOUNGOR has been preparing for the test of e-commerce since 2009, and gradually pushed its subordinate brand, GY, hemp family to the electronic business platform.

Through years of experience in online operation, YOUNGOR has relied on its own product R & D, production and modern warehousing and logistics capabilities, and with the third party sales and operation team and logistics as the online distribution structure of terminal distribution, officially opened the official flagship store of YOUNGOR and GY on Tmall and Jingdong e-commerce platforms.

Li Rugang believes that compared to the brand born solely from the Internet, the traditional offline brand online sales have a very strong brand advantage and popularity advantage.

To turn these advantages into online sales advantages is a challenge.

The logistics and service of offline brands will face many problems. The core of solving these problems is the pformation of thinking mode instead of simply technical problems.

YOUNGOR's strategy is very clear, online and offline grope and conflict process, and ultimately towards the integration and balance between the two.

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< p > in Ningbo, an old brand name such as YOUNGOR is "electric shock" is nothing new.

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