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Development Trend Of Brand Innovation Business Mode Of Chinese Shoes And Clothing

2014/2/15 10:48:00 55

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Less than P, compared with technological innovation, 60% of enterprises in advanced countries rely on business mode innovation. Nowadays, both traditional industries and emerging industries are facing the same business models, homogenization of products and markets, and so on. The spanformation and renewal of business models are imminent. In Quanzhou, the exploration of a new business model has never stopped. 
 brand internationalization > /strong > /p >
 > a href= "http://www.91se91.com/news/index_h.asp" > Chinese shoes and clothing brand > /a > internationalization road is becoming more and more popular, from international brand production to export trade popularity; from abroad to open shop in foreign countries, with a certain number of overseas consumers to join hands with international giant stars, exporting Chinese shoes and clothing brand culture. At present, the global economy is running at a low speed, the valuation of enterprises has shrunk, and the target of mergers and acquisitions is getting at hand. For Quanzhou shoes and clothing and other highly internationalized industries, perhaps the best time to participate in globalization. 
 last year, the 361 degree group and the Nordic famous sports brand One Way Sport opened strategic cooperation in Hongkong and established permanent cooperation to jointly develop the market of mainland China and Hongkong, Macao and Taiwan, and open up cross regional and cross-cultural innovative cooperation. The 361 degree president, Ding Wu, said in an interview with the media that "this cooperation can provide a better and more specialized subdivision sports product for sports enthusiasts at home and abroad. It not only brings more professional and challenging products for outdoor sports and cycling fans, but also is a rational exploration of creative integration under the premise of span regional and cross-cultural". 
It is not the first time for P to join hands with the international brand in < a href= "http://www.91se91.com/news/index_q.asp" > Quanzhou < /a >. Before the listing, King Mu bought the usufruct of Italy's high-end trousers brand VIGANO in the Greater China region. In 2009, Anta incorporated FILA's trademark and operation in China. 
The action of P > Quan enterprises shows the fact that mergers and acquisitions are normalized among enterprises with high internationalization degree. Ding Shizhong, President of Anta, said in an interview with the media that there are many ways to go out, and Anta is trying its own way. "The high-end market must have our share. In the future, Quanzhou brand will continue to cooperate with the international big brands to jointly develop." He believes that brand is a cultural symbol. "We are a listed company, and our position is a multi brand management company. We believe that the acquisition and merger may be the fastest way to go out in the future." 
 commercial heritage /p >
 Lang Xianping once suggested that the competition of the future textile and garment industry is the competition of the business mode. Quanzhou clothing enterprises are also looking for the classic business mode when they are looking for a breakthrough in competition. Among them, the "SPA mode with Chinese characteristics" was selected as the first case of the business model research center of Northwestern University. 
 "SPA mode" is the business mode of private brand clothing specialized retailer. The advantage of the SPA mode comes mainly from the high efficiency of its supply chain management. SPA enterprises always control from production to retail, so as to improve the speed of circulation and reduce operating costs. In the past SPA mode, UNIQLO can be regarded as a representative: the traditional line production mode of "less style, large quantity, and no stock" has been pursuing the scale benefit through a large number of selling and selling products with limited varieties, but its brand positioning does not emphasize the fashion type, basically it is the foundation. And the innovation of SPA in the model is that it first closely follows the trend of brand positioning, and then is the continuous production of "over many styles, small quantities and small quantities". 
Ding Hui, the boss of P, said his successful experience was "always cling to the factory with one hand and holding customers". If you can't control the supply chain, you will not be able to respond so quickly and quickly. He owns a large industrial park with a scale of over 100 thousand square meters in Jiangxi and other places, and has integrated all kinds of suppliers in the park. And he controls the supply chain through holding and shareholding, so that the quality of goods can be fully grasped. 
The advantage of P way of operation is that it can not only satisfy consumers' fashionable and personalized fashion consumption demand, but also greatly reduce capital investment and inventory risk. This method is undoubtedly of reference to shoes and clothing enterprises that are subject to inventory pressure. 
 Channel Innovation 
 > a href= "http://www.91se91.com/news/index_s.asp" > Quanzhou shoes and clothing enterprise < /a > is no stranger to the wholesale mode. Through the rapid distribution of goods and the expansion of horse race enclosure, the wholesale mode helps Quanzhou shoes and clothing brand achieve rapid growth and completes the upgrading of capital level through listing. 
 however, after the slow growth of the market, the drawbacks of this model begin to appear, and the problems of oversupply, inventory backlog, and management lag lag the progress of the shoe and clothing brand. The industry is facing the difficulties of "brand + wholesale" mode. Ding Shizhong, chairman of Anta group, believes that the biggest disadvantage of the "brand + wholesale" mode is that the information is not smooth. For the brand operators, sales can only be realized as long as they go wholesale, but they can not feel the changes in the market and retail terminals. 
In the face of the bottleneck of the development of the wholesale mode, the local shoe and clothing brands began to spanform from the highly wholesale business model that they used to rely on to the retail and consumer oriented retail business mode, and usher in the slow recovery of the industry in the exploration. P Since 2012, Anta has changed the order mode to a single store order. The original order is wholesalers and franchisees ordering. Now, 8000 stores in the country and each store are placing orders separately. 
 under the "single store order" mode, the style is directly chosen by dealers, franchisees and even shopkeeper who are more aware of the market. The order quantity is based on the terminal data. This order mode is more precise to the terminal, thus reducing the channel inventory caused by blind orders. This has also made it a new way of favor for many sporting goods companies. Similar to 360 degrees, it also helps retailers improve shop efficiency by providing training to retailers, providing upper allowance to improve store display and shopping environment, and promoting e-POS (retail terminal electronic enterprise resource planning system).