Xia Ling Min: Chinese Clothing Needs Innovative Business Models

At present, China The apparel industry is undergoing an important spanformation period driven by innovation. The channels of apparel professional market and department store business, which are playing an important role in the domestic market, are undergoing unprecedented changes. With the steady progress of industrial restructuring and spanformation and upgrading, China's textile and garment industry has entered a period of adjustment to deepen the reform in an all-round way, and entered the new normal development of medium and high speed. Technological progress and brand promotion have become an important driving force for the development of textile industry at present.

In October 24th, the 2014 China clothing brand market development forum sponsored by the Circulation Association of China Textile Industry Federation and the Shandong Apparel Industry Association held a grand ceremony in Ji'nan, Shandong. The theme of this forum is "innovative business mode, to help brand full channel operation". We invite many industry experts and scholars to discuss the trend of the future marketing mode of the brand enterprise and the development direction of the future business mode under the "new normal" environment of the Chinese economy. The forum coincided with the Ji'nan Kou Kou Costume Art Festival, attracting more than 300 people from the textile and garment market, including brand entrepreneurs, distributors, industry media and so on.

Speech by Xia Lingmin, vice president of China Textile Industry Federation and chairman of circulation branch

Speed up professional market upgrading and boost clothing brand Development

Xia Lingmin, vice president of the China Federation of textile industry and chairman of the circulation branch, said that the professional market, as an important part of China's commercial circulation, is facing the challenge of upgrading the way of market service for a long time, and how to make the brand bigger and stronger has become a difficult point. And how to optimize the marketing mode and spanform the development ideas of brand enterprises is also an important topic for the industry to solve.

He stressed that in the new normal industrial development environment, in order to speed up the spanformation and upgrading of the industrial market, on the one hand, we should make efficient allocation of market resources, in addition to play the role of the market and the government together, and let more and more advantageous enterprises participate in the investment construction, upgrading, management and operation of the professional market. At the same time, we should strengthen professional guidance and speed up the upgrading of the professional market in the construction of fair competition environment and public services.

Xia Zhilin, President of Shandong Textile Association, introduced in detail the current development of Shandong's textile and garment industry. He pointed out that Shandong's textile and clothing industry is a big industry, and Shandong is also a big market. In recent years, with the support of governments at all levels, the development of Shandong's textile and garment industry has been steadily improving. At present, the whole industry is still in the period of structural adjustment. The next step will be to build up and enhance the brand awareness and influence of Shandong textile and clothing.

Under the new industrial development environment and the urban economic development environment, the further intensification of the integration of brand marketing and electronic commerce is a great change in the marketing environment of clothing brand. Standing in the era of change, clothing brand enterprises need to adapt to the new development environment and find the right development trend. In this regard, Yang Jinchun, Secretary General of the China clothing association, analyzed and interpreted the current situation and future trend of the garment industry. He mentioned that in 2014, the garment industry in the first three quarters of China was relatively stable, and domestic market demand slowed down, but the overall growth remained a certain proportion. Although the price growth rate is slowing down, the overall industry caliber is basically flat. From the perspective of profitability, it still maintained a growth rate of about 10% of the whole industry.

Facing the international market trend and domestic market Hu Baogang, President of the Chinese Academy of intellectual Sciences and chairman of Cci Capital Ltd of the League of China (Beijing), put forward different opinions. He said that the development of the market and the development of industry are different. In the era of mobile Internet, the way of human existence leads to changes in the mode of production and the way of life. Therefore, the change and innovation of clothing is not the change of the market itself, but the interaction and sharing between people. In the Internet era, customers are not competing for space. In the process of professional market construction, the understanding of the professional market is "intelligent city". All objects are terminal, all channels are media, all exchanges are traded, all links are platforms, according to these four sentences to re experience, to re understand, to re decorate our professional market, in order to make our professional market have the idea to speak.

Stick to brand development and full channel integrated marketing

As a member of the legendary "electricity supplier brand" in the mobile Internet era, Jia Peng, deputy general manager of South Korea's clothing house, takes the development path of the Han Du clothing house as the background, and gives the "e-business". clothing The theme of "brand marketing mode innovation brings opportunities" is a detailed analysis and analysis of how traditional garment enterprises spanform Internet thinking.

With the growth of China's economy from high speed to medium speed, the domestic market has entered a period of slow increment. The contradiction of "homogenization excess" accumulated in past quantitative and expansive development is accelerating the survival of the fittest in enterprises. Changes in the times, changes in consumer psychology, changes in shopping methods, especially the rapid development of information technology and Internet technology, not only promote the spanformation of channels, but also push forward the major changes in the way of organization, production and marketing of garment enterprises. How can traditional enterprises follow up the pace of development in the new normal environment? How can traditional channels overcome the channel conflict between online and offline under the impact of the electricity supplier environment?

Through this ideological collision and the confrontation of views, enterprises have begun to realize that great changes have taken place in the consumption environment, industrial environment and economic environment, and the technological environment recognized can support enterprises to make adjustments. Whether it is standing in the perspective of brand innovation, or standing in the perspective of consumption mode innovation, from resource allocation to market adjustment, from tangible channel support to invisible business environment, the integration and optimization of the whole channel is imperative. The change of consumption and the demand of products all need to be adjusted in brand strategy, and more importantly, how to stick to the route of brand development. Besides the cooperation of products, the integrated marketing of the whole channel is also the key. The core value of the brand is to clarify the real needs of consumers through channels so as to win the market.