What Is The Way Out For The Transformation And Upgrading Of China'S Garment Industry?

　　 Textile and clothing Because of its labor intensive and resource intensive characteristics, it has served as a pillar of the national industrial economy, and has made great contributions to China's revolution and development in the early days of modern China and new China. It has also used the price of "one hundred million shirts to return to a plane", making use of comparative advantages in the world trade to help China achieve economic take-off in the tide of opening up.

In 2008, the impact of the international financial crisis made the export industry of the low end manufacturing industry represented by the garment industry hard hit, while the substantial increase in labor costs and resource costs in the same period allowed China to rise. Textile and garment industry Once trapped in a difficult situation. People are generally aware that the textile and garment industry is transferring to lower labor prices in Southeast Asia and India. The original comparative advantage has become the advantage of others. China Textile The clothing industry is really a sweat.

With the advent of the era of personalized consumption, the rapid development of the Internet has made a rare transformation and upgrading of China's garment industry. For example, in Guangzhou, an important base of China's textile and garment industry, there has been a gratifying case. In addition to the "exception" brand that has made overnight success for the first lady, there is another brand named "Inman", which has set a record of selling over 100 million yuan a day. Their outstanding growth is a reference sample for the transformation and upgrading of China's garment industry.

Before 2008, Yin man's predecessor was Guangzhou Hui Mei garment factory, which specializes in ODM OEM for foreign brands. Today, he asked others to work for themselves and completely outsource production to others, specializing in the domestic market. Such a 180 degree reincarnation, in exchange for a record of selling billions of dollars a day, in exchange for a brand with 4 years to create 1 billion of the sales miracle.

Fang Jianhua's "slow life, fast business" in his newly published book reveals the code of thought. As the founder of Yin man, he was moved by a speech made by Ma Yun ten years ago, making use of the Internet platform to do business and create brand. In the fifth years after the introduction of the Yin man brand into Taobao Mall (Tmall mall), that is, in 2013, the sales volume reached 760 million in the whole year, and even won the title of "double eleven" National Women's wear sales champion, with sales of 120 million yuan on that day.

Fang Jianhua expects sales in 2014 to reach 1 billion 500 million yuan. In March, a newly created brand "living on the left" has now brought about 50 million yuan of revenue.

Just like many traditional industries changed by the Internet, the apparel retailing industry has come to the history of shuffle upgrading. Fang Jianhua believes that if we want to successfully achieve transformation in front of this challenge, the first thing we should do is to make brand positioning. Only by positioning well, can product development and Marketing identify the market, and if the market is correct, everything will come to an end. In the process of brand positioning, we must understand that "small is big, big is small". In the face of so many temptations, how to cut off the twig and highlight the characteristics is the reason for every Internet brand builder to understand.

At the same time, supply chain management is also an important part of brand building. How to ensure the reliability and sustainability of raw materials depends on whether the meaning of the brand can be truly implemented and reflected. Only when the supply chain is managed well, can brand building have practical significance.

Apart from the former two, the establishment of a brand should ultimately go back to the origin of the product. The essence of the Internet is to produce cost-effective products that make customers scream. High performance price ratio is not necessarily equal to low price, but to bring the advantages of the Internet to the best state and provide consumers with competitive products and services. Inman focuses on the cultivation of brand personality, as if she is a confidant, approaching women's consumers' eyes and hearts to make products, so that such products will really attract consumers. The construction of this brand ecosystem makes Yin man's business model more imaginative.

After brand positioning, the next most important part is sales. Double eleven women's wear sales champion is not easy to make, but the result of careful planning on the basis of understanding consumer psychology. Fang Jianhua said in his book that the "double eleven" annual activity is not only a low price or creating a consumption scale, but triggering the "qualitative change" of the entire Internet economy and culture. It is a review of the Internet retail ecological chain, and a great impetus to the enterprise, team and brand, and has a far-reaching impact on social life and baptism. The key to success of double eleven marketing is how to disseminate the influence of the brand. The second is whether the "double eleven" style is really accurate, what the consumer likes, what the explosive money is, whether it is what the customers like, and how the third job is to interact with the fans before the "double eleven", so that they can participate in it in advance, not only to participate in the election, but also to participate in many "double eleven" related activities; to interact with customers, so that customers can spread for us.

How will the future electricity supplier develop? Fang Jianhua also gave his own thought. First of all, Internet Co must learn to react quickly. Secondly, the company should manage outside the organizational structure, and reflect the unique culture of the company outside the traditional organizational structure. Finally, we should adapt to the trend of mobile Internet and do well in mobile terminal layout.

Business management in the future will be a good combination of speed and speed. The so-called fast means that the whole company's organizational structure is fast, the IT system is fast, the service response is fast, and the supply chain is fast. The so-called slow refers to slow life, slow experience and slow accumulation. Fast is the result of slow, slow is the supplement of fast.

Fang Jianhua said, in 2008, a painful transformation, many people do not understand why he completely cut off foreign trade business, there are many people on his target customer positioning positioning is puzzled. But now, he himself has been much more relaxed. It is revealed that at present, there are 6 million members in the company, and the number of active customers is over 300 thousand.