Brand Men'S Clothing Pformation Has The Right Remedy To Borrow The Ship To Go To Sea.

The way and skill of "gentry" men's clothing Transformation: formulate strategies for the right remedy

Concomitant with domestic

The industry has experienced a general decline in performance, and the voice of men in the industry has been getting higher and higher.

Many research institutes have targeted the men's clothing listed companies, but in fact, these industry giants who have already played the capital operation mode have limited reference value.

At this year's CHIC exhibition, the famous men's clothing brand "gentry GUI" joined hands with business model innovation experts. Dr. Zhao Meng of Datang International has launched a discussion on the pformation of traditional men's clothing enterprises.

At this forum, Wei Lin, director of the China Textile Industry Federation's media center, also made a speech. He pointed out that domestic textiles

Under the new normal, it is a good case to discuss the pformation and upgrading of manufacturing enterprises.

The way of pformation: conform to the trend, suit the remedy to the case and formulate strategies.

As an expert who has many years of experience in enterprise case studies, Zhao Meng took the case of service brand as "drug guide", and combined with the current situation of clothing retail market and marketing rules, he shared his research results.

Zhao Meng believes that for the Chinese garment manufacturing industry, which still has strong manufacturing advantages and strength, the key to successful breakout is to seize the new trend and new opportunities of the development of the garment industry for pformation and upgrading.

During the two sessions this year, the government work report clearly put forward the formulation of "

The plan of action promotes the integration of mobile Internet, cloud computing, big data and Internet of things with modern manufacturing industry, and promotes the healthy development of e-commerce, industrial Internet and Internet finance, and guides Internet companies to expand the international market.

Zhao Meng said that the traditional clothing manufacturers should conform to the trend of the times, change their thinking, embrace the "Internet +" era, and innovate in products, prices, channels and marketing, so as to achieve success in the new economic era of "survival of the fittest".

Under the background of the overall downturn of domestic retailing industry, Zhao Meng summed up from the perspective of clothing retail business.

The pformation and upgrading of brand retail channels mainly include the following aspects: product mall, scale sales promotion, Amoy city mode, fun zero inventory, 3D fans group, national partners, management entertainment and NB2C power marketing.

The eight research results are also summed up by Dr. Zhao Meng as "the eight successful days of pformation and upgrading of garment enterprises".

Taking the concept of "product mall" as an example, Zhao Meng said that considering the limitations of limited operation space, high cost and high inventory pressure, the brand business channel can consider "product mall".

That is to say, the construction of a virtual shopping mall will turn the store from a single shop to a virtual mall that covers the whole category, so that it will become a new profit point for the entity store.

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Transformation: borrowing from ships to sea and restructuring

When talking about the pformation of innovative business mode, Zhao Meng took Jiangsu's gentry as an important player.

Limited company, for example, tells the feasibility of the pformation of brand traditional manufacturing and garment enterprises.

As a new professional clothing Brand Company with clothing design, production and sales, Jiangsu gentry Clothing Co., Ltd. has three main business: OEM processing, wholesale brand and independent brand.

At present, gentry has three independent men's clothing brands: "SHENGUI", "SUNGRACE" and "Alps". The product style is positioned as business casual and popular fashion.

In addition, gentry costumes also gathered a group of excellent.

Long term cooperation to expand the proportion and strength of brand management business.

It can be seen that the business structure of gentry clothing is mainly ODM and OEM in the production area, and it also operates a part of the wholesale clothing business based on the professional market.

Wang Jiayong, director of marketing for gentry Menswear, said that for many years, gentry has stabilized a number of domestic and foreign brand clothing enterprises as fixed customers, basically maintaining the international brand OEM and domestic brand ODM business mode.

The pformation path of gentry and GUI can be summarized as "smile curve" extending from both ends to the middle, namely, insisting from the past purely processing and manufacturing, gradually changing to high-end R & D design, advanced manufacturing and brand marketing in one direction.

In fact, gentry's expansion from the initial OEM processing to the wholesale business of the professional market also relies on its strong production capacity.

Wang Jiayong said that after many years of OEM and ODM business, the company founded the brand of gentry, which is mainly wholesale market channel, taking the "quasi brand" mode.

At present, gentry is still operating well in the specialized market.

Gentry's upgrading is not to raise prices, but to adjust from the direction of brand mode and turn wholesale mode into brand mode.

Try to reduce the intermediate links, "go to the provinces", and cooperate directly with regional agents.

This is in line with the current trend of industry development.

Wang Jiayong said that customers with their own stores are the most willing customers of gentry.

Based on the research and development of the OEM, gentry costumes are trying to explore a new way of pformation: while retaining the original OEM business, enterprises will adapt to the new market environment, and combine the research results of many industry experts including Zhao Meng, to seize the opportunity of pformation of other brand channels in the whole market, on the one hand, to make the original wholesale business of gentry to make its own brand characteristics. On the other hand, combined with the current consumption trend, we will launch a new independent brand "gentry" in the second half of this year.

It is understood that gentry is positioned in the high-end brand men's clothing. It runs entirely in the mode of brand operation. At the beginning, it runs in the mode of direct operation. In the later stage, it recruits high quality traditional brand agents for regional cooperation. The form of cooperation is carried out in the form of regional agency, single store joining and joint operation.

"Early camping is to ensure that the brand can operate successfully in every region. The initial stage of brand development is not measured by speed and quantity. This way of operation is too extensive to return to that era."

As a developer and producer behind the brand of men's wear at home and abroad, gentry clothing hopes to go from behind the scenes to the stage.

When it comes to the development of the brand of gentry and gentry, Wang Jiayong is very confident. He said, "before we can organize a good stock for others, we can do a good job of ordering goods, and now we can do the same ourselves.

As a matter of fact, we are ready. This year we have arrived at the best time. What we need to do is to go to sea by boat. "