Clothing Enterprises Rebuild Their Focus After Crisis

In the past 30 years of reform and opening up, Chinese clothing is standing at a new historical juncture: in the face of the financial crisis and the new economic situation, where are the opportunities for China's garment industry? What is the harvest? What is the focus, excitement and motivation of the new round of brand growth after the crisis? What are the requirements for brands that meet the needs of future development? Which brands can inspire and contribute to the future Chinese garment industry? What brand can represent the future of Chinese clothing? Based on these deep thinking, the upcoming 2009 China clothing forum put forward the theme of "reshaping the Chinese clothing brand after the crisis", trying to send out a strong signal, leading to a deep discussion. "Maybe everyone would like to talk about the financial crisis, but I am more concerned about the survival and development of Chinese clothing brands." Not long ago, when discussing the theme of the 2009 China clothing forum, Miao Hongbing, chairman of Beijing white collar Fashion Co., expressed his concern about China's clothing brand after the reshaping of the crisis. Anyway, in a period of time, the financial crisis and its impact will be an indispensable topic in the industry. Miao Hongbing cautioned that many people are not really aware of the cruelty of the financial crisis. "If we regard this crisis as a short term, I don't think this is a good idea." Xie Feng, chief designer and design director of Beijing Jifen fashion company, has studied and worked in Japan for a long time. She has personally experienced the history of Japan's economic bubble burst. He said that although China's domestic market has little impact on the European and American markets, it will prompt foreign brands to accelerate the pace of entering the Chinese market, leading to further competition in the domestic market. In fact, the smell of gunpowder is spreading. When Xia Hua visited Europe in the near future, he found that some European brands were taking China as the focus of market development, ready to work hard, and they were more pragmatic and sophisticated in the way of market access. "The price difference between men's and women's brands at home and abroad is getting smaller and smaller." It is against this background that many Chinese clothing entrepreneurs have focused their attention on the reconstruction of China's clothing brand after the crisis. "To reshape the Chinese clothing brand after the crisis" is the theme of the upcoming 2009 China Fashion Forum. Wang Jun, Secretary General of China Fashion Forum, said that facing the financial turmoil and economic crisis in 2008, facing challenges is an important mechanism to adapt to the environment in the mature road of enterprises. The Chinese clothing enterprises, accustomed to growing in the environment of rapid economic growth, need to re understand the direction of brand development in the stage of slowing economic growth, changing their consumption mindset and consumption structure, and looking for new directions for development and fashion. He said: "in 2009, these have become important signals for the industry to promote transformation and upgrading through business innovation, and also the hope for the next round of economic growth." At the time of this trip to Europe, Xia Hua was also surprised to find that some foreign brands unexpectedly opened their stores against the market. Why do you choose to open a store when the economy is so bad? The other replied that the worse the economy is, the more shop it will open, because it can take advantage of this opportunity to display its brand image at low cost. "Maybe after 35 years, or six or seven years later, I will be able to surpass others." The answer from foreign counterparts made Xia Hua very enlightening. She said that the more difficult it is, the more confident it is, and it is necessary for Chinese clothing entrepreneurs to encourage each other on the platform of China clothing forum. Zhang Rongming, chairman of Beijing AI Mu Underwear Co., Ltd., also holds the same view. He said: "in front of consumers, Chinese clothing brands must build confidence." Not long ago, he read an article in a blog. In that blog, bloggers attacked the strange phenomenon of some domestic brands trying to disguise themselves as foreign brands. At the same time, he praised the adherents who were proud of the Chinese local brands. "Love" is one of them. Zhang Rongming said, "I have always been a guide," she stressed. "Admiration" is only for Italian style, but not for Italy brand. If we say this to consumers now, this brand will be very chaotic in the future. Compared with the domestic women's clothing brand, the number of Chinese men's wear brands is somewhat weaker. On the one hand, the phenomenon of menswear consumption in the domestic market is very serious; on the other hand, the market is full of genuine and fake foreign brands. Nevertheless, Xia Hua still has confidence in the future of Chinese menswear brand. "Why can we adopt it if we can live?" He has polio, and we must cure him. " In Xia's view, it is very important for entrepreneurs to maintain a good attitude in the current situation. In a professional exhibition in Florence, Italy, Xia Hua found that Chinese merchants accounted for the mainstream of the merchants who placed orders this year, and seven or eight of the final orders were Chinese; while European counterparts' attitude towards Chinese brands was significantly reduced, and the opening scale was very loose. Not only did they reduce their orders, but prices were also fully accepted. She believes that for Chinese brands, this is a very good opportunity to at least make use of European factories to enhance the quality of domestic brands. "At any rate, it is our opportunity to integrate international resources. This year, we need to get this resource and achieve a breakthrough. " A chance is always a chance for a man to prepare for it. In the first year of this year, the sales of white-collar workers did not decline, but increased. In this regard, Miao Hongbing analysis said that, in addition to the reasons for the peak sales before the Spring Festival, more is that as early as last spring, "white-collar workers" realized the market problems, and promptly adjusted the development strategy. "Now is the time to harvest." He said. In the face of crisis, we should be confident, but confidence alone is far from enough. How do Chinese fashion brands face the crisis? How to achieve brand rebuilding after crisis? How to find the future direction? Xia Hua made a simile. She said, for xiaolango, it doesn't matter, because xiaolanghai does not kill people, and everyone can use everyone's way. But in the face of big waves, it is definitely by experience. In the face of small danger, a wise man wins and a great danger wins. Where does experience come from? For Chinese fashion brands, it is the first time to face such a crisis and not to foreign brands with a long history. "We should listen to how they face the crisis and how to look for opportunities from the crisis." She hoped that through the China clothing forum, the foreign counterparts who had successfully responded to the economic crisis were invited to speak. Xia Hua said, "Yiwen" this year's key word is "footsteps", which means that we must grasp every step of the stage and not run fast and jog for a while. She believes that in this regard, foreign brands are well handled, no matter what circumstances, they can clearly express brand positioning, or do not express, to express very clearly express their personality, and it can be shocking. To find a way to deal with crisis, in addition to learning methodology from foreign experience, it is equally important for domestic brands to reflect on themselves. Zhang Rongming has a saying, "careful calculation and fewer mistakes." He found that for many years, he had not done enough in "careful calculation and few mistakes". Zhang Rongming said, "admiration" has been developing for 15 years, and it can still be healthy in terms of market performance and status, but there are also many problems. Although there is more confidence in products, there are still several difficulties in brand operation -- especially in the aspect of internationalization. "The problem of scientific development is bound to be carried out." He said, at the moment, he is thinking about the scientific development of enterprises, how to grasp and understand this problem, in the development of enterprises, there must be many objective laws, respecting, discovering and summarizing. The development of enterprises is too slow, but not too fast, and the pursuit of development speed and path needs to be explored. The key year is looking for directions. What should we do this year? The idea of "white collar" is to innovate throughout the work and do 6 things well: first, a good attitude. To be a brand is a matter of great importance. We must learn to do business in a bad environment. In the past 15 years, "white collar" has been developing at a good time, and now we should learn to seek development in a bad environment. Two is a good idea. For clothing and fashion industry, no good idea is impossible. Three is a product of great individuality. Why should we have products with great individuality? If you don't have your own characteristics, why do customers buy your stuff? Four is a reasonable price. If, in the economic environment, the price is unreasonable, it can be sold. Then, when the economy is bad, reasonable pricing is particularly important. Reasonable pricing is not a price cut. Five is value-added services. Now there are many brands of water for customers, but there are not many brands of coffee that can be poured, and they can keep less. Miao Hongbing said he was writing a paper entitled "happiness marketing is the highest level of marketing": "I think happiness is the highest level of marketing. It sells clothes, and then sells experience. Now it sells happiness. You can sell your happiness to customers. As long as we can sell happiness, it will be fine. " Six is fine management. Nowadays, management needs to be meticulous in all aspects, such as meticulous arrangement of production, refinement of sales, refinement of training, etc. Miao Hongbing said, this is the "white collar" in the new year and a considerable period of time in the future. In fact, in 2009 - and even later, it is crucial not only for Chinese clothing brands but also for China as a whole. The rise of a country's brand is always inseparable from its social, economic and cultural development. When talking about the topic of brand remolding after the financial crisis and crisis, many garment entrepreneurs are more willing to explore new opportunities for Chinese brands to grow and expand under the financial crisis. They believe that if we can cope with this crisis and enhance the prosperity of China's small and medium-sized urban agglomeration and the improvement of the whole consumption ability, it means that China is really rising in the world. And this is undoubtedly crucial to the rise of China's clothing brand. Wang Jun, Secretary General of China Fashion Forum, said that based on these deep thoughts of Chinese clothing entrepreneurs, the upcoming 2009 China clothing forum put forward the theme of "reshaping the Chinese clothing brand after the crisis", trying to send out a strong signal and trigger a deep discussion. He said that under the influence of the international financial crisis, China's economic growth slowed down, and the consumption mentality and consumption structure changed significantly. We need to deconstruct the direction of brand and market development, and re understand and look for the new development of Chinese clothing brand. To this end, the forum has invited 30 heavyweights and 300 leading brands of the world's leading brands and CEO in the world's economy, marketing, design, art and other fields to jointly analyze the new driving force and new excitement points of brand development in the light of the opportunities and trends of China's fashion industry and enterprises, the transformation of Chinese garment enterprises, the direct marketing of network, the decoding of consumer market, the direction of cultural art and fashion, and the operation system of brand under the new economic environment. Wang Jun said that this forum will continue to set up non open parallel meetings, and further explore issues such as "digital marketing of clothing, fashion direction, how to solve the financial problems in the trade process, reduce costs and improve the environment of fashion retailers" under the financial crisis. The grand ceremony of the forum will carry out the "China Fashion Forum special fashion personage Award", which aims to show the great course of Chinese clothing development in the past 30 years of reform and opening up, and also set a clear starting line for the future of China's clothing industry, which will lead to new thinking, new understanding, new inspiration, and new opportunities and new values. "