What Is Clothing Entrepreneur Most Concerned About In 2015?

consumption

"Cool Qingdao store opened 18 days and sold 3 million 120 thousand." Zhang Yunlan, chief executive of red collar, said in an interview with Ruyi 2015 China fashion forum that the market has changed radically, and customization is the future direction. As a result, the red collar launched a customized brand named cool in 2014. Customers order online, then make an appointment. Designers create unique clothing according to their consumption needs, and the price is reasonable.

In fact, after many years of OEM OEM, the red collar has gone from the "semi custom" of "code" to the personalized design of "blue ocean", and has gone out of the new way of "identifying customer needs -- personalized design and recognition - mass production personalized production - modern logistics rapid distribution".

A distinctive feature is that no garment on its production line is of the same style and color, but only seven days from initial personality design to final garment distribution. The secret is "the senior supplier platform for global suits".

"This is not just a software system, not just a set of equipment optimization and upgrading, but a marketing transformation mode, even a disruptive innovation of enterprise management," Zhang Yunlan said. From the demand, the market segmentation was changed, and the past practice of enterprise postpartum sales was changed. The red collar can directly face a single customer, not only saves business links, but also shares profits with customers and fabric suppliers, forming a new value chain ecological civilization. At the moment, the new cool Zhang Yunlan has brought new surprises, "consumer recognition is quite high."

This is a slice of transformation of Chinese garment enterprises.

On the one hand, the integration of digitalization, intelligent technology and industry will bring us a brand new world. On the other hand, the strong return of artisans and craftsmen reflects the desire for creation. This is the first reflection of consumption.

"Consumption is more cautious, and ultimately competition is brand strength." Ma Ruimin, chairman of Dazzle, said they have increased the product line of handcraft.

Indeed, "consumption is not too blind. We used to value brands and now value ourselves more." Ye Shouzeng, founder of ICICLE, said.

"Consumers are not wearing anything anymore," Wu Hongkun, general manager of valley, said.

In this flight interview, the forum witnessed the change of the industry. "Now that the market has matured a lot, we must not forget our original intention: Why did we first create this brand?" Lin Shuling, vice president of Gloria, said.

And more importantly, "is our brand value really needed by modern consumers? Is it representative of modern lifestyles?" said Zhou Sheng, chairman of Shenzhen Yi Hui fashion group. He believed that art must be related to the way of life. If there is no connection, art loses the soil of the market. This requires creativity to lead the way of life suited to the times.

"There are many cultures in China that deserve our inheritance. For example, durable, it is very consistent with the trend of environmental protection. Ye Shouzeng said.

After launching the "cotton and flax artists", in 2014, he advocated "slow life" and put forward "love creates everything", advocating the independence of female spirit.

The core of this is, what is the brand advocating for the world, the society and the consumer, and the value concept is the brand's practice and persistence rather than simple advertising means. This is the soul of the brand. And the core of this soul is the product.

"China's" aesthetic outlook "and" outlook on life "are undergoing profound changes. Consumers need cultural products and innovative products. Thus, the theme of the 2015 China Fashion Forum is: facing the consumption of brand products to establish a contemporary Chinese aesthetics of life.

　 product

"As long as we dress well, our attitude towards life will naturally be passed out." Ma Ruimin said. Obviously, when she wants her female friends to have a mood swings, the mood of Dazzle shop will change, and what she appreciates is precisely contradictory aesthetics, balancing the seemingly contradictory aspects, and then blending into an aesthetic conflict. So, she runs the aesthetic conflict throughout the brand operation, with a view to resonating with consumers.

What Wu Hongkun wants to dig is the happiness of consumers. She aims at a group of consumers with independent Aesthetics: their appearance is soft and their hearts are firm, so they go deep into the scene of life to make product lines, plus Southern women. temperament So it's sweeter and more powdered.

For example, Yi Gu clothing is very suitable for dating scenes, fashionable but not coquettish, details highlight the feminine beauty. In fact, many VIP opened the wardrobe and told Wu Hongkun that which clothes were often worn when they were in love. Which was the first time when they met their parents in law, then what was their feelings and what impression did they leave on the other side? In the process, she also invited external designers to design, but it was difficult to express the inner thoughts of the brand, especially for foreign designers, it was difficult to understand the values of Chinese women.

That's the crux of the matter.

"It is not necessarily a Dragon Robe or a mandarin jacket. It is not necessarily a embroidered dragon embroidered Phoenix." Ye Shouzeng said, the key is to integrate the spiritual wealth of Chinese life into modern language and express it in clothes.

"The hardest part is refining the essence of Oriental culture and combining it with clothing." Chi Huijie, chairman of Dongmeng, said that only by abstracting and disseminating the core values of the East can the real new silk road be opened. He believes that after 10-20 years of growth, there will be many Chinese excellent brands going abroad and sharing the Oriental lifestyle with the world. Apparently, CEO, a bird of peace, agrees with Chi Huijie's view that "the rise of Chinese design is an inevitable trend."

This requires a distinctive style, "you copy this today, tomorrow copy that, and finally it's four different." Zheng Anzheng, chairman of an Zheng group, said that it needs to follow the brand gene design. Therefore, Inman has a principle that the attitude of life advocated by designers must be from the heart, so as to return to culture and core spirit.

Under this premise, "all our products are independently developed according to the brand version and process requirements, so as to ensure the comfort under the unified style." Zheng Anzheng said.

Obviously, this is also a key to the transformation and upgrading of the blue wardrobe. After combing the brand culture, the product can not only be satisfied with practicality, but also has cultural characteristics, which brings new challenges to product development. For example, the design of the cheongsam slipping shoulders, before all products can be split in one form, but now it needs to be researched and developed.

"Like the location of the valley, Shu and plate must be different from Xiao Shu and Da Shu, so this is going to be studied." Only in this way can individuality be highlighted, Wu Hongkun said.

In fact, YOUNGOR also attaches great importance to the board division, "fit, comfortable, cost-effective, this is our goal." Vice chairman Li Rugang said.

And "living on the left" recently went to Guizhou and Yunnan to find batik, Miao embroidery and other crafts, and then set up a production base, and began to advocate the concept of hand that can not be duplicated.

ICICLE Wo also wants to dig in this area, such as the blue printed cloth, which was once popular in the Yangtze River Delta region. "We want to revive it." Ye Shouzeng said. In fact, over the years, the material and workmanship of the grass have been written like regular script. A picture is true and accumulated every day. "After we have practiced the basic skills, we are more innovative." He believes that ICICLE Wo is a content supplier and tailor functions can not be replaced by others.

So he rebuilt in Jiangsu after buying a high-end factory in South Korea, reducing labor hours, improving worker efficiency, increasing worker's wages, and making factories and brands form a virtuous circle. "It will be very difficult to build a brand without a factory in the future." He said, because goods are made from one thing to another. This is the foundation of industry.

experience

Pink wardrobe Lifisee art space opened in Shenzhen. There are collections of art, coffee, books and flowers. More importantly, there are activities every week. Latest fashion Musicals include theme salons and music lessons, such as piano lessons, and how to share piano music with consumers.

"Our exploration of such an art of life is actually complying with the return of customers' literature and art," said Li Feiyue, chairman of the pink wardrobe. Because customers do not want to be alone, and do not want to buy and sell with the brand, she has to communicate in the shopping process and get emotional sublimation. As a result, employees also appreciate what the lifestyle advocated by the brand is, "if we don't practise ourselves, we will not be able to tell our customers." Li Feiyue said that they first reformed themselves in this space and then influenced consumers.

"When I talked with customers before, I felt very vulnerable." One employee said that when she came to the Lifisee art space, she felt that it could bring new value to consumers. As a result, she is now particularly good at inviting consumers away from stores.

"We need to study how brands interact with consumers." Ma Ruimin said, for example, how to pass happiness is a big topic. Obviously, a salesperson's attitude can also refract the brand values of a company. "It is a good state for a salesperson to meet customers with a full heart."

The online team has thirty or forty people and is planning the O2O brand. "The future Internet will have a high quality and reasonable price trend, not just cheap." Ma Ruimin said. "Positive price is feasible on the Internet," and Ye Shouzeng is also launching related e-commerce projects.

　　 personnel

"The clothing industry is not short of resources and talent shortage," Ye Shouzeng said. Simply put the office to Paris, the purpose is to integrate international talent, "one or two years, a great harvest." At present, many Chinese students are very happy to come to Paris company, and even after they finish school, they come to Shanghai headquarters. Many international talents know Paris because of the company and later Shanghai develops.

After setting up the art troupe in 2012, the management level of the blue wardrobe was improved. "I went to work in order not to be late, but now I want to catch up with art activities." Especially after the opening of Lifisee art space, there are constantly high-level talents joining. Now there are two PhDs, four masters and seven overseas students. "They see it. trend And behind the way of life. "

Many brands also put forward suggestions for education. One is not only to train designers, but also to train textile talents and print talents. Two, we must strengthen basic skills training and strengthen moral education.