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Interpretation Of The Survival And Adventure Spirit Of CABBEEN Clothing

2014/1/3 12:42:00 16

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CABBEEN Costumes Designer Brand Yang Ziming

"under the influence of the big environment, the sales of the company last year were also affected, but the stores did not stop growing, and the same store sales continued to grow."

Yang Ziming, CABBEEN fashion director and chairman, described the status quo of CABBEEN in a calm way.

But behind this calm, CABBEEN, the designer's brand, is exploring a way to integrate the design and the market with its own practice.

the marketing department has direct confrontation with designers

2012, CABBEEN's revenue was 940 million yuan, accounting for 2.7% of the fashion casual men's wear market based on retail income.

This is not big in clothing listed companies, but it is among the best in comparison with Chinese designer brands.

although Yang Ziming is the chairman of the group, he is still the chief designer.

Over the past decade, what he has been obsessed with in the industry is to put the waist line design originally used in women's clothing in men's clothing. This idea of "subversion and popularity" is now rooted in CABBEEN's D N A.

"CABBEEN is a design oriented enterprise, and the core competitiveness lies in the individuation of the brand."

Yang Ziming summed up the report to the south.

< a href= "http://www.91se91.com/news/index_c.asp > > garment industry < /a > Chinese designer brand is a lot, but not many well done.

The bottleneck of designers lies in the understanding of the market.

I often encourage market players to quarrel with designers.

Yang Ziming believes that the former focuses on the present and the latter looks forward to the future.

Yang Ziming made a joke: "after the death of an artist, his work will rise in price, but clothing will be sold at a discount in the past season, so designers should be close to consumers and the market."

"Grounding gas" is very common in the design of CABBEEN.

Yang Ziming pointed to his suit and said that the suit was narrow and the design of his pocket was specially adjusted.

"If you still use traditional pocket design, the customer's hands are hard to plug in."

for CABBEEN with more than 4000 SK U a year, many styles are not equal to sales flooding.

Because of the rapid realization of low cost and high sales volume, the clothing industry has frequent bursts of money, but Yang Ziming disagrees. "Will you see that DIOR sells well this year and will continue to produce next year?" Yang Ziming believes that this is the insistence and pride of designer brand.

2011, CABBEEN sold its production business, concentrating on design research and development, production link pformation outsourcing.

Yang Ziming told Nandu that future competition is not competition among brands, but also the competition between supply chains, including suppliers and agents.

"CABBEEN's election in the middle does not mean that it is not responsible for the upstream and downstream businesses.

Clothing fabrics, accessories, and themes are all developed by CABBEEN. The washing and printing of fabrics will be very clear and then typesetting.

Yang Ziming said.

At present, most O EM clothing enterprises are ready to design and assign fabrics to suppliers.

But the requirements of CABBEEN are: how much material is needed for a piece of clothing, what quality accessories and linings are used, and even how many needles to be stitched to a certain part.

CABBEEN's tendency toward design orientation is more obvious after the listing.

It is reported that 40% of its listed fundraising will be invested in R & D.

playing big data /p >

In the three quarter, fourth quarter and the first quarter of 2014, CABBEEN orders increased by 7%, 26% and 17% respectively, compared to P in 2013.

This is really not easy in the context of the current apparel industry.

"We basically solved the inventory problem."

Yang Ziming attributed the credit to the E R P system which was launched on 2011.

Although it is a design - oriented enterprise, CABBEEN attaches great importance to data analysis.

"we have original data records for every piece of clothing. It can be monitored in warehouses, in stores or in consumers' hands."

However, Yang Ziming believes that the ultimate goal of monitoring is not to know how many stocks there are, but to multidimensional data to help dealers optimize inventory.

"For example, an agent has 100 thousand stocks. This figure does not specify the specific problems. But if there are 80 thousand pieces of jeans in 100 thousand stocks, we will adjust the inventory between dealers and make them as effective as possible."

Yang Ziming also pointed out that the data can be done more meticulously. If we can monitor that most of the 80 thousand jeans are blue and low waist, then they will remind the dealers to reduce orders for this type of clothing in the next quarter.

"having E R P system and analyzing data to what extent are two different things."

Yang Ziming pointed out that they analyzed data even to every SK U, each category and each color.

"For example, a sweater, what yarn it used to make, what kind of pattern it has made, what color it sells, we know all about it."

Yang Ziming said that the multi-dimensional data analysis, they can appear similar white, 37 wool, V collar sweater best sell such valuable data.

"I often tell children in the studio that I want to give consumers a reason to buy the clothes you design."

In Yang Ziming's view, the combination of design and clear data can make the trend prediction and design more close to consumers.

[Third Party comment]

Cui Hongbo (founder and chief executive officer of Shanghai Zheng Jian brand management consultant Co., Ltd.) /p >

Cui Hongbo thinks that the added value of the factory is very low. The widely distributed a href= "http://www.91se91.com/news/index_c.asp" > clothing enterprise < /a > generally adopts the light asset mode, focusing on the research and development of the front end fabrics and models, and cooperate with distributors in the downstream to do well in the management of franchising.

This mode already has more mature operation experience in the industry.

In this mode, CABBEEN has found its niche market. In the past two years, it has been successful in the category of casual men's wear.

"the clothing industry is a high value-added industry, but at present, the industry lacks original style."

Cui Hongbo pointed out that in this round of industry adjustment, whether garment enterprises can successfully pition is tested by the brand operation ability of the enterprises and whether they can form their own style and fans.

In Cui Hongbo's view, the competition of this core competitiveness is straightforward. It is to see who can get closer to consumers. This requires that garment enterprises must do data analysis and analyze the future trend from historical data.

[China a href= "http://www.91se91.com/news/index_c.asp" > designer brand < /a > survival status /p >

After the "exception" heat wave last year, designer brands poured more into the industry's P.

The advent of personalized consumption has given designers a better brand of survival. However, despite the fact that many designer brands are active, most of them are at the initial stage, with less than 30% of the profits.

[designer brand three classifications]

the first is the original brand that was created before and after 2000, led by a group of "70 after" designers, such as Mark's "exception" and Wang Yiyang's "Su ran". These brands have been searching for a balance between art and market after more than ten years' development.

second is the brand created by a group of "post-80" designers after 2005, with strong personal ideas, such as Ji Cheng's "La Vie" and Jiang Ling's "M ay J". However, large-scale commercial operation is not yet mature.

third is represented by PR O LIVO N and EnjoyY oung. The local brand, which is funded by the mature clothing enterprises, has no strong designer, but still embodies the design style of the local team.