"Internet +" To Create A New Clothing Ecosystem, Small And Medium-Sized Garment Enterprises To Accelerate The "Touches" Spanformation

Under the vigorous promotion of national policies, " Internet plus "Spring breeze" has been blowing all over China's major industries. Then, when the traditional clothing industry is closely related to people's lives, what kind of sparks will be encountered in the Internet industry? In the beautiful spring city of Ji'nan, there are such enterprises, with innovative thinking, becoming the "Internet +" tide maker of the garment industry. Some of them are still trying to explore, others have made a typical model of the region by virtue of their unique way of management. Recently, a visit was made.

　　 "Internet +" brand new clothing Ecosystem

stay Han Du Yi she No matter in production or sales center, employees are staring at the computer screen without exception. This is the first impression left by the clothing business enterprise. It is precisely relying on the advanced technology of Internet that this garment enterprise has created a miracle of rapid development in just a few years. This year's "double 11" and sales performance of $284 million once again proved this point.

"If the Internet brings us anything, what I think is most valuable is that it can provide us with big data support. Each clothing sales curve, customer evaluation, we can clearly read through the Internet, so as to guide our product research and development and sales. In terms of production, we use the Internet to guide the supply chain, only to catch up with consumers' favorite styles, so as to rapidly increase the market share. Jia Peng, deputy general manager of Shandong Han Du clothing business group, said.

According to Jia Peng, "Internet +" thinking has penetrated every process of enterprise operation in South Korea's clothing house. Its original "Han Du Yi she +" new ecosystem is developed from many aspects such as the hatching strategy of the brand, the online brand acquisition, the unique cloth, the industrial flexible supply chain, the flexible logistics system, the generation operation business, the University designer incubator base, the joint innovation with the offline apparel brand, and the e-commerce Park agglomeration. As a clever move for enterprise operation, since 2012, Han Du she has integrated the Internet thinking, fully developed the sub brand strategy, and built the "single product whole process operation system with product group as the core", and made corresponding layout for different subdivision categories and subdivision positioning, which greatly strengthened the staff's operation and innovation ability for the new brand. With the rapid growth of the sub brands and the improvement of the overall layout, the sub brands are complementary to different customer groups. As of March 2015, the Korean brand has already hatched out 18 brands, including Korean style, European and American, Oriental and other design styles.

In the aspect of product supply chain, based on the Internet thinking and the advanced management concepts of e-commerce at home and abroad, Han Du Yi house has built a fast response, flexible and efficient flexible supply chain storage mode. Due to the lack of real-time docking between the links in the traditional supply chain of the garment industry, the product information can not be timely feedback, and it is easy to cause insufficient inventory of hot products and backlog of unsalable goods. All the links of the Korean flexible clothing supply chain are spanparent and interrelated. Once the problem arises, each link can respond quickly, so as to cope with the abnormal situation quickly. Besides, it also requires the enterprise to make reasonable prediction and effective planning for the product sales volume, so as to be able to firmly control the market trend and achieve high sales target while avoiding the backlog of inventory.

"At present, there are more than 200 suppliers factories in Korea all over the country, and a large number of orders attached to Korea's clothing house survive and grow year by year, and because of the scattered distribution and limited geographical environment, these generation processing factories are unable to get timely contact and more efficient communication with the Korean headquarters. Therefore, the establishment of their own flexible supply chain storage center and attracting foreign factories to help develop the production business is the focus of efforts for the upgrading of the supply chain. Jia Peng said that by building a flexible supply chain storage center, intelligent and meticulous management can not only shorten the cycle of production, supply and marketing, but also enhance information spanmission and communication, so that the supply chain can respond quickly to market demand. At the same time, it can play the role of industrial agglomeration and gradually form an e-commerce gathering area dominated by professional electric business and e-commerce services, etc., which will contribute to the rapid development of e-commerce in Ji'nan and even Shandong province.

Small and medium-sized garment enterprises accelerate "touches" spanformation

In Ji'nan, there are many small and medium-sized clothing enterprises in the "Internet +" spanformation of the road to explore, Ji'nan soft silk knitting Co., Ltd. is one of them.

"At the beginning, we mainly made foreign trade garments, and later suffered from low profit growth and turned our attention to the Internet. By the end of 2010, we had the first online order. Through the analysis of all kinds of data, we study which type of version is sold well, and it is the main direction of production. We have opened up the market with good style and quality on the Internet. Taobao store has been in operation for 3 years, and now it has 110 thousand audience groups. Only this year, "double 11" sold more than 5000 single day. When it comes to the "Internet +" spanformation of enterprises, Du Yunxia, general manager of Ji'nan soft man Knitting Co., Ltd. has a lot of feelings.

"It can be said that without the Internet, there would be no big step forward in today's enterprises. Transformation enables us to better adapt to the market and develop better innovation. Du Yunxia said that from 2011 to 2015, thanks to the application of "Internet +" thinking, the company's performance has achieved an annual growth rate of 25%. Next, she plans to promote the product through the Internet platform, so that more people can pay attention to the local brand in Ji'nan.

It is understood that in order to help more traditional garment enterprises to spanform and develop with the help of the "Internet +" mode, part of the business clothing enterprises have been trying to build a service platform, and the Korean clothing house is one of them. According to Jia Peng, the Internet brand incubator base of Han Du she has been officially launched since the second half of 2014, aiming to provide professional Internet operation guidance and corresponding resources for photography, storage, customer service and so on. At present, the Korean category has already covered women's clothing, children's clothing, underwear and so on. It plans to cooperate with the international brands at the same time when it operates the current 6 brands in 2015. "Through such a platform, we provide services such as customer service, warehousing and product sales to enterprises. Through the spanformation of a family enterprise, the Ji'nan garment industry has gradually formed an Internet atmosphere, promoting the development and innovation of enterprises through the advanced Internet technology, so that we can build Ji'nan into a long-term goal of China's clothing brand capital." Jia Peng said.

Industrial chain synergy needs to be strengthened

Driven by the tide of "Internet +", the agglomeration effect of "Internet +" in garment industry is becoming increasingly prominent. Taobao and Taobao villages, which rely on the rapid rise of Internet, have become the best examples.

Caoxian, Shandong province is a famous town in Taobao. In recent years, the e-commerce business mode of "Taobao shop + clothing processing and sales" has been developing vigorously in this town. At present, there are more than 480 large garment processing companies in the town, with more than 8000 online shops, with an e-commerce spanaction amounting to 500 million yuan in 2014. The whole town has more than 3800 broadband households, the highest in the province. Among them, 300 households in the village of Ting Lou village have more than 280 households with Taobao shops, accounting for more than 95% of the whole village, and more than 280 households with optical cable, and more than 95% households. The number of thousands of villagers in surrounding villages engaged in the clothing processing industry has attracted more than 10 logistics express companies. From the very beginning, the whole town has only produced photographic costumes, and now all kinds of children's performing costumes, ethnic costumes, photography props, dance shoes, embroidery, cloth and accessories have formed a complete industrial chain.

"In my view, the combination of the garment industry and the" Internet + "is correct. On the basis of letting the individual garment industry flourishing, we should pay attention to strengthening the synergy effect of the industrial chain, combine the quality, the users and the market closely, and promote the better and faster development of the textile and garment industry with the agglomeration effect. Yao Mu, academician of the Chinese Academy of engineering, said that the garment industry must accelerate the comprehensive promotion of the "Internet +" whole industrial chain. The comprehensive promotion of the whole industrial chain is not only about the links of R & D, production, processing and marketing, but also the construction of new infrastructure, new production factors and new division of labor system. In particular, changes in the organizational system of industrial enterprises include the cloud of organizational structure, the opening of organizational boundaries, and the small scale of organizational scale.

"Only the highly integrated supply chain can support the collaborative innovation of the supply chain. In the future, small and medium-sized textile and garment enterprises must integrate into the supply chain and innovate in the supply chain, which is the key to the future development of the enterprise." Fu Guangwei, deputy director of China Textile Information Center, believes that fragmentation of innovation can not make a company develop steadily, continuously and healthfully. Under such circumstances, the idea of integrated innovation is indispensable. Through integration in the industrial chain, the original isolated things or innovative elements can be linked in some way, cooperate with each other, promote each other, and respond to innovation results in every link, so as to have the possibility of industrialization.