Home >

The Way Out For The Garment Industry Lies In The Innovation Of Business Mode.

2014/2/15 15:32:00 60

??? 日本語 Fran?ais English 中文

> through the research on the development history of Chinese clothing in the past 30 years, we can find that the Chinese clothing categories can achieve today's achievements. Almost all of them have gone through the same road of growth and growth. In the process of growth and development, the rules of the success of the representative brands of each clothing category have an incredible similarity.

the similarity of their success is mainly reflected in the fact that the growth and maturity of various categories of Chinese clothing basically go through three stages: production, category rising and integration of industrial chains.

production stage: in 80s, due to the relative shortage of materials at that time, the whole garment industry was less than supply, and some private garment enterprises just started. Therefore, < a href= "http://www.91se91.com/news/index_c.asp" > garment industry < /a > is in the stage of product production.

Under such a market structure, there are only two elements of market competition, one is to seize opportunities, the other is to have products, and the rules of competition are "people without me" and "better than nothing". Two

What manufacturers can sell and how much they can sell.

the rising stage of products: from 90s to the beginning of twenty-first Century, with the improvement of people's living standard and the increase of consumption power, people's pursuit of clothing is getting higher and higher. Clothing consumption begins to show diversified characteristics. At this stage, each clothing category begins to rise with its unique category characteristics.

The leaders of many brands, such as YOUNGOR, Lining, seven wolves, and the United States, are born.

No matter what the clothing category is, the main brands we can see now are many of those who have gone through the smoke of that era, from product competition to the winner of category competition.

It can be said that the road of Chinese clothing brand begins at this time.

integration industry chain stage: from the beginning of twenty-first Century to the beginning of the past few years, almost all the leader brands of clothing category are doing one thing, that is, integrating the industrial chain.

For the first time, China's clothing industry has risen from the marketing of such tactical moves to the strategic action of integrating the industrial chain. The integration of resources on the upper, middle and lower reaches of clothing has made garment enterprises more responsive, more efficient in operation, more competitive in core competitiveness and more able to control the core chain of value chain. This is a great progress in China's garment industry.

In the past, we can see that in the future, our research on the development history of garment industry is not only to know the secret of the success of some clothing leading brands. What's more, we hope that we can summarize the development trend of China's garment industry through systematic sorting and sorting out the history of clothing development, and find out the law of winning the clothing market in the future. p

the answer to the winning rule of the clothing market in the future is that the marketing planning agency of Shanghai's ultra limit war has the following two main points: the first is the innovation of business mode, the second is to integrate the industrial chain, shorten the leading time and speed up the reaction.

Why do we answer so positively? Let us slowly say:

the first stage, the initial stage: better than /strong, .

after 10 years of Cultural Revolution, the Chinese people's deep love for beauty for ten years began to be released on clothing.

1979, Pierre Cardan, France, held the first "costume watching club" in Beijing, which caused a sensation.

In the following year, the Chinese clothing industry began to break the unified situation of green, black, grey and blue. The fashionable clothes such as suits, jeans, flares, blouse and so on appeared, and clothes began to become a bit colorful in P.

{page_break}

By the end of 1983, China completely abolished the cloth tickets that had been going on for decades. The horn of the great development of the garment industry has been blown up. P

However, the private clothing industry was still a state of collective workshop processing, and the state-owned enterprises such as Shanghai conch and Beijing Tiantan shirts were the main ones. The share of private enterprises was very small.

and because the Chinese commodity circulation system was not perfect at that time, the sales channels of the clothing industry were mainly concentrated in state-run department stores and all levels of spinning stations.

In the early 80s, the products of private enterprises could not be directly circulated to the market, but could only be sold to all levels of spinning stations.

Although P has been subject to many restrictions, the trend of private enterprise development and the entry of joint venture clothing enterprises are irresistible.

A small tailor group was established in a village in Changshu, Jiangsu on 1976 P. This is the predecessor of Bosideng company;

1979, several educated youth, 20 thousand yuan start-up funds, a ruler and a pair of scissors, the predecessor of YOUNGOR group, Ningbo youth garment factory was born;

1989, Zheng Yonggang took over the predecessor of Shan Shan, Ningbo Yong Gang garment factory.

This year, the brand of Shan Shan is on the market;

1990, seven wolves < a href= "http://www.91se91.com/business/" > clothing company < /a > was established.

In the middle and late 80s, the world industrial ladder pfer started in P, and the production line came from Korea and Taiwan.

A number of joint ventures such as "Goldlion" have begun to appear in coastal areas such as Shenzhen. Raw materials processing, sample production, incoming assembly and compensation trade (referred to as "three to one patch") and Sino foreign joint ventures, Sino foreign cooperation and wholly foreign-owned businesses (referred to as "three capital") have brought advanced technology and operational experience for China's garment industry.

At the same time, at the same time, the earliest fashion information came from the Chung Ying Street in Sha Tau Kok, Shenzhen, and the "Grandpa" who sold clothes from Guangzhou to other places in P.

The biggest result of the change of circulation channels is the first batch of China's wholesale clothing market similar to "Hanzheng Street".

with the sprouting of private clothing enterprises and the beginning of the entry and circulation channels of the joint venture companies, the consumption desire of the common people is completely liberated from the state of "nothing". At that time, the clothing consumption was almost starvation.

with the closed door being opened, the Chinese people are dazzled by the outside world.

As China's economy continues to open to the outside world, western culture and Hong Kong and Taiwan Fashion enter China rapidly, conveying the latest trend information to the younger generation.

People began to pursue the trend, and a diversified and colorful fashion era came.

a movie "love in Mount Lu", in which the heroine, the gorgeous fashion, brought a strong visual impact to the people who used to see green, blue, black and gray. It seemed that overnight, the Chinese earth seemed to be a huge paint box, and people were wearing colorful clothes.

But at that time, because of the restriction of the income and consumption concept at that time, people were still giving priority to benefits.

More attention is paid to external factors.

in addition to the liberation of clothing color demand, there were several fashion trends that swept the country in 80s.

for example, "Dacron" has been popular throughout the country.

"Dacron" is actually a kind of chemical fiber fabric. According to the current vision, it is actually not good at all.

Because it is a chemical fiber fabric, it will feel abnormal and hot when it is put on it.

But because it is very shiny and slippery, especially can be printed and bright effect, in that era has been sought after by the whole country.

The young girls wore the "cool" skirts of the broken flowers, which became a beautiful landscape of that era.

{page_break}

another popular trend is bell bottoms, the kind of "low waist short crotch, tightly wrapped buttocks; trouser legs are narrow and wide, open from below the knee, the size of trousers is obviously larger than the size of the knees, forming a trumpet shaped; trousers trousers generally cover the heels, walking along the road, and sweeping the floor function" bell bottoms, once the best outfit for many urban youth to express their fashion.

of course, the popularity of the time also included jeans, bodybuilding trousers, bat shirts and so on.

it can be said that in the age of shortage economy, what we buy is products, and a little good-looking product will do.

The whole 80s was the start of our clothing industry. At that time, the demand of the consumers was mainly concentrated on the material basis of simple food and clothing, and lack of brand awareness. The apparel industry was at a stage of supply and demand. On the other hand, there was hardly any direct competition among manufacturers, so long as there were products, there was no need for sales.

therefore, this stage belongs to the era of single business led by product. Whether the enterprise can succeed depends on whether there are products or not, and products are more successful than without products.

Consumers do not value the style of products very much, so long as they have products, they will not worry about sales.

except for products, the circulation channels of China's garment industry were single, and some stalls of small commodity markets and farmers' markets became the main channels of circulation. Clothing enterprises could simply sell their products and produce them in these primary channels, so that the products could be sold.

it can be said that in 80s, it should be the best time for Chinese clothing enterprises to survive and operate best. Many Chinese fashion leaders and garment enterprises completed their first primitive accumulation in this period.

second stage, category rising stage /p >

a general manager of a private enterprise who once went all over China and then failed, said: "from a certain point of view, the development of private enterprises is mostly to catch one or two good products, catch a market gap, and then bet on the promotion of the market and succeed at one stroke."

the one or two products and market gap mentioned by the entrepreneur are about the rise of a product category.

with China's reform and opening up, with the pformation from planned economy to market economy, many industries and market opportunities that previously owned by state-owned enterprises have not been met before, and are gradually awakened by the tide of market economy.

Every industry in China suddenly exploded like popcorn. Suddenly a million flowers were popped out of a rice flower.

The process of popcorn, P, burst from 1980s to the present.

and every rice flower is actually an industry that is not satisfied.

From the shortage of goods in 80s, when it comes to what to produce and what to sell, by the sudden outbreak of Chinese household appliances in 90s, the outbreak of beverages, computers, health care products, clothing, milk and so on, it can be said that the large brands that come out of all walks of life in China nowadays, except for the latter ones, almost all set their status in 90s.

during the explosions of these rice flowers, all kinds of benchmarking enterprises have done the same thing without exception. That is to create a new industry, or to create a new category.

Some famous brands that are still active in China in P > are actually represented by a certain category at the beginning of their creation, or they have created a certain category, so they are still the first brand in the industry.

that is to say, if a company wants to succeed, every company must represent a certain category, which is the basic rule of business.

a brand must be represented.

When you truly represent something, especially when representing your category, you will be extremely successful.

to do the first thing to do, to do the best, to do the first, this is the success rule of domestic industry leaders brand: find an industry, take the lead in, and occupy the industry first, become < a href= "http://www.91se91.com/news/index_s.asp" > category representative < /a >.

Less than P, some of the major categories of clothing industry we know well have gone through such a process in the whole 90s.

In 1990s, the 10 year of the rise and development of China's clothing brand, the leading brands of the major categories of clothing we produced today were basically born in that era.