The Cross Border Innovation Of Garment Enterprises Is The Key To Extending Clothing As The Starting Point.

Compared with product innovation, China

The innovation of channel mode is obviously more enthusiastic. This is especially evident in the local high-end women's clothing brands.

In 2011, Mao Jihong, the founder of the exceptional brand, launched the square in Guangzhou, covering an area of 1800 square meters, which combines bookstores, aesthetic life, coffee, exhibition space and fashion fashion.

Unlike other enterprises, with clothing as the core of the channel innovation, the party is brave enough to break the product boundary, choose books that are not from the exception as the breakthrough point, and use the books as the main label of the party.

In the new market environment, Fang Fang is obviously not.

In order to explore the isolation of terminal innovation, such cross-border attempts are also increasing in the apparel industry.

In the same year when Fang Fang started business, Shenzhen women's clothing business, pink wardrobe.

The group also launched Lifisee art space.

In the Lifisee art space, there are diversified display formats such as art exhibitions, music teaching, cafes and so on.

This cross-border business format is very common in Chinese women's clothing brands most concentrated in Shenzhen and Guangzhou, most of which are in high-end women's clothing.

Brand.

In the view of Lu Shan, vice president of redI Po, this attempt is not related to the business environment of the clothing industry.

Indeed, as China's apparel industry has gone through the "golden ten years" of high growth, the consumer market has also undergone profound changes.

While China's consumption potential is constantly being excavated, more and more clothing brands have sprung up in the local market, and consumers' views on shopping and consumption have gradually matured.

At the same time, with the continuous innovation of terminal channels, the entity retailing industry is encountering more and more online shocks.

"If the consumer's demand is just to buy clothes, then he can choose to complete the purchase online. For the entity channel, it needs deeper things to attract consumers."

Li Feiyue, chairman of Shenzhen women's clothing enterprise, chairman of the pink wardrobe fashion group.

In this regard, Lu Shan believes that K11 and Agnes.b are absolutely representative innovations in recent years.

"K11 is not just a shopping center. It conducts a variety of art exhibitions to consumers to conduct a lifestyle and life philosophy. It is also a new mode of industry that is highly respected by the industry today."

Lu Yama said.

The French brand Agnes.b is more focused on conveying a French style petty bourgeois way of life.

Lushan told reporters that Agnes.b's shop is more like a living hall. Besides its clothing and accessories, it also has its own flower shop, cafe and regular art exhibitions.

"This terminal form is really good, but it may not be suitable for the local garment enterprises."

Lu Yama said.

When Fang started his business in 2011, Mao Jihong indicated that he had invested more in his business interests rather than in the maximization of business interests.

Therefore, Mao Jihong said he plans to spend 3 years to make profits.

After 3 years, what is the operation of Fang Fang?

Fang Fang opened 3 months ago, and Mao Jihong was confident when he was interviewed by the media. In an interview with the media, he said that the turnover of the two days before the opening of the business was a breakthrough of 300 thousand yuan, and that it would be profitable in less than 3 years.

But things obviously did not develop according to Mao Jihong's expectations.

3 years later, Mao Jihong said that the shops in Beijing and Shanghai were still at the preparatory stage, and only second of them opened at the end of last year in Chengdu.

Although the real profit situation outside is hard to understand, Mao Jihong is honest with the outside world.

Li Feiyue also admitted to reporters that in the operation of Lifisee art space, the biggest difficulty it faces is profit.

"Let's take a small paper cutting exhibition and shadow show as an example. The minimum cost of running an exhibition is 20000 yuan ~30000 yuan, and the ticket price is 100 yuan / Zhang. Every time we go to the exhibition, the ticket revenue is generally only 2000 yuan ~3000 yuan."

In this regard, a domestic woman who wants to run such terminal stores told reporters that the cost of building a living square with a 500 square meter ~600 square meter is about 50 million yuan ~7000 million yuan.

"This is not a small investment for most garment enterprises. Therefore, although we had planned to set up this kind of life hall very early, it is still in the stage of planning and research, and it is not yet clear that investment and construction will be completed."

The brand executives told reporters.

Obviously, capital is not the only threshold for the establishment of a similar shop. The key to decide whether or not to build and grafted the relationship between culture and art is the core product of enterprises.

"I can create the artistic space of Lifisee, which is based on my ten years of music education experience of my wife and me. If we do not know much about music, it will be very difficult to build such an art space."

Li Feiyue said.

Simply expand the store's business category and stiffly.

It is difficult to be accepted by the chairman of Wu Jianmin, chairman of Shu long group, for grafting with other forms of art.

"Many enterprises do not even have good clothes. Therefore, even adding other products at the terminal does not mean that they can improve their performance."

Wu Jianmin believes that many cross border business of garment enterprises is just playing a gimmick.

Lu Shan's view is more direct, he told reporters that in the current Chinese clothing enterprises, the products can not be done well.

"If consumers do not have a sense of identity about the clothing products themselves, even if the enterprises cross the boundary in the terminal, it will be difficult for them to form a long-term attraction for consumers."

Lu Yama said.

Although domestic brands have not made great breakthroughs in product R & D, the demand for brand terminals in the consumer market is constantly improving.

"At present, physical shops not only bear the function of selling products, because they can be completed online, and enterprises should resonate with consumers through the presentation of brand concepts and lifestyles, in order to enhance consumer stickiness for brand consumption."

Li Feiyue said.

But in a senior industry, it seems that the choice of related products is also a test of the enterprise's own cultural value and operational capability.

"Fang's operation format is not perfect, and it is difficult to produce direct correlation between books and clothing, so it is difficult for customers to form strong buying attraction for their clothing products."

"All the terminal innovation of enterprises should be extended around the clothing itself. Compared to books, enterprises are better equipped to produce a pair of shoes or a garment in the shop, which helps to understand the value of customers buying products."

Lu Yama said.