Shandong Garment Industry To "Hippo Leopard" Pformation And Upgrading Is Imminent.

"When we talk about the clothing industry in Shandong, we often think of a hippopotamus with a large body but slow walking, and our goal of pformation is to become a smart cheetah.

At the first China (Qilu) International Fashion Forum held recently, many executives of clothing enterprises in Shandong confided this aspiration.

The first China (Qilu) International Fashion Forum and the Shandong apparel industry association annual meeting is a highlight of China's (Qilu) international clothing week. The president of Shandong garment industry association Liu Jianguo first introduced the development of the clothing industry in our province.

In the 1-10 month of 2014, the garment enterprises above Designated Size achieved 2 billion 495 million total output, totaling 185 billion 738 million yuan in sales revenue, an increase of 11.22% over the same period last year.

Talking about Shandong Province

The "Hippo" analogy, Liu Jianguo also believes that the pformation of the industry is imperative.

The production, storage and marketing of the domestic garment industry.

In recent years, more and more explorations and attempts have been made. This is not simply the supply chain management, but also the "mode innovation", including the change in thinking mode.

In this way

Including Qingdao red collar based on the "high-end customization" under the coordination of information technology, the combination of diversified network sales and offline experiential shops, the design of designer brand and the attempt of integrated store mode.

"Hippopotamus is large in size, but the cheetah is at the top of the food chain."

In the keynote speech, Lu Xiao, a brand management expert and professor of Fudan University, put forward that as long as the brand is made, enterprises can have greater bargaining power in the sales channels.

At present, the overall growth of the garment industry is slowing down, so that the old road of extensive development can not get through. The garment enterprises must innovate and pform.

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"Now PEAK focuses on the market segmentation."

Liu Xiang said before that PEAK started with basketball and then spread to other fields.

He believes that the current market needs to be meticulous and meticulous. The concept of "big and complete brand" is not enough to be based on the market. Now it needs to differentiate the market, such as focusing on bicycle clothing, skateboard clothing, or other casual wear market.

At the same time, these mainstream brands have begun to lead the market to the trend of differentiation. "Now is not brand competition, but category competition."

Liu Xiang believes that some enterprises from the perspective of running into the market, specializing in the production of running shoes and hats related to the same market can be recognized.

"Comprehensive brand is a burden because it involves too many resources and too much investment."

On the day of the interview, Liu Xiang told reporters that Weartesters, the famous American shoe website, announced the list of the ten best performance shoes in 2014. PEAK's flagship product, "the Parke generation", entered the list with the outstanding performance, ranking ninth, becoming the only Chinese basketball brand on the list.

This is also the top ten list of PEAK's Parke's star boots for second consecutive years.

"PEAK focuses on basketball, which is a good commentary on brand segmentation."

Liu Xiang believes that the current brand competition should embody the advantages of differentiation.

For example, lululemon, the most popular sports apparel brand in the United States, is a very young brand. But it occupied the market quickly in a few years. It has won the attention of a group of Hollywood stars. It is the main reason why young people in the United States occupy the top position. The reason is that the brand is dedicated to doing yoga running fashion sportswear.

A Quanzhou clothing and textile chamber of Commerce in an interview with the China Daily News reporter said that in recent years, Quanzhou's leading clothing enterprises have been upgrading and accelerating pformation, importing equipment from abroad, or strengthening product research and development, and releasing excess capacity through "going out" to seek new growth points.

Quanzhou clothing also pays attention to the upgrading of industrial hardware while playing the brand.

A group of powerful enterprises adjust their product structure in time and focus on high-end and high value-added products. They have opened stores in Southeast Asian markets, and even in North America and Europe, and have occupied the market.

It is reported that PEAK has been developing overseas markets through strong international sports resources such as NBA China, FIBA global, national teams and NBA stars, making the strategy of "brand export" more effective.

Up to now, PEAK has exported more than 80 countries and regions in the world, and has more than 40 distributors and more than 200 distribution outlets overseas.

In the first half of 2014, PEAK's overseas market revenue reached RMB 290 million, an increase of 68% over the same period last year.

"PEAK has opened stores in seventy or eighty overseas countries, and even in Losangeles, there are retail outlets on Xingguang road."

Liu Xiang said.