Fall Into " Guan Dian Chao " Do Not Represent Failure To Take Stock Of The Five Pformation Of Fujian'S Clothing Giant.

From 80s to 90s of last century, as some overseas garment enterprises moved to the coastal areas of China, Fujian and Guangzhou, Jiangsu and Zhejiang formed a three faced competitive situation. Fujian's garment industry cluster, from the original accessories to processing and manufacturing to warehousing and logistics, the entire industrial chain also came into being.

Quanzhou, Xiamen and Zhangzhou along the southeastern coast of Fujian are known as "South Fujian Golden Triangle". Jinjiang, which is administered by Quanzhou prefecture level cities, is the core of Golden Triangle in Southern Fujian.

After the early OEM and OEM, most factories in Fujian have mastered the contemporary era.

With its advanced technology, and then creating and developing its own brand, many famous brands in China came into being.

However, when the mobile Internet developed to the 3 stage, the garment manufacturing industry began to decline.

It can be said that the surging tide of the Internet has caught the traditional enterprises unprepared, and some enterprises that are not strong enough have failed.

How can we make strategic layout for those famous brands that are still active in front of people? What kind of inspiration will they bring to entrepreneurs?

Traditional men's wear -- open with internet thinking

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In today's era of "Internet +" popularity, we can not deny that mobile Internet has deeply infiltrated various industries and penetrated into people's lives.

2016 CCTV Spring Festival Gala Alipay "five wars", and QQ, WeChat's red packets war, I believe you will not be unfamiliar.

In the face of fast-moving consumers, traditional enterprises must move quickly to keep pace with consumers.

Gifted men's clothing: return to the essence of products, focus on online publishing

Founded in 1983, gifted men's wear, headquartered in Putian, Fujian, is one of the largest apparel groups in China.

In the face of the impact of the new Internet wave, the head of gifted men's clothing said that the most urgent thing is to rethink the real needs of consumers, to look at the direction of the pition period from the perspective of consumers, to focus on the essence of clothing, to combine the characteristics and culture of the brand, to focus on online promotion, to show consumers a unique clothing.

Seven wolves: creating the Internet brand "Wolf Totem" and on-line vertical web site

Fujian seven wolves industrial Limited by Share Ltd, formerly known as Jinjiang Heng Long Garment Co., Ltd., is the leading company in clothing development, production and sales. It owns "seven wolves" menswear brand and is a listed company with brand management as its core.

As a traditional

It is not easy to enter the Internet industry.

In 2014, after a series of shocks from the Internet, the seven wolves encountered bottlenecks. For this reason, it was specialized to separate departments and operate separately.

Influenced by the thinking of the Internet, the seven wolves began to make the ultimate single product, the ultimate shirt called "Wolf Totem", and the vertical web site on the Internet and the extreme product on the Internet as an important way to attract consumers.

According to introducing, proud thing net and Wolf Totem shirt are seven wolves hatching out of the characteristics of the project.

It is undeniable that this is a fairly successful B2C case. Although the pride network is a traditional enterprise origin, it does not have the sense of obstruction and uneasiness of traditional enterprises. They want to be an open, Internet inclusive spirit and Internet thinking enterprise.

According to people involved in the seven wolves, Future Ltd will build a fashion industry ecosystem, online attention platform and business channels for big backstage and industrial finance across the line and offline, mainly through equity participation and forming an ecosystem.

It has to be said that in the pformation and upgrading of traditional enterprises, the seven wolves have achieved initial results in online promotion and online convergence.

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King nine: officially launched the O2O project.

Located in the industrial park of Quanzhou economic and Technological Development Zone, Fujian is the golden signboard of the Chinese clothing industry. It is known as the "king of trousers in the west" by the industry.

In response to changes in the market environment, at the same time, in order to provide customers with online, offline and integrated services, realize the business convergence of entity sales terminals and electronic business platform, and enhance core competitiveness, nine Mu Wang officially launched the O2O project in 2014.

The first phase of the project is to build a basic environment to achieve the growth of online performance and enhance the organization's Internet thinking.

In February 2015, nine Mu Wang issued the "O2O project 2015 plan". It plans to integrate the Internet's full channel marketing and promotion, use mobile Internet to increase the service content of sales terminals, open up the rights and interests of members online and offline, and support new payment methods such as mobile phones.

In April 15th, WeChat payment has been completed in some city's nine Mu Wang terminal store.

Leon: highlight the tight encirclement, and use the Internet to pform the retail industry.

Founded in 1987, Wang Dongxing, Wang Liangxing and Wang Congxing, the three brothers of the royal family, are headquartered in Jinjiang, Fujian.

At present, the retail industry is beset with difficulties. As a member of traditional enterprises, Li Lang will inevitably encounter a series of blows to meet challenges and choose pformation and upgrading.

In the face of such changes and the status quo of the Internet, he only adjusts himself with the Internet thinking.

For Internet thinking, Hu Chengchu, executive director and vice president of Li Lang (China) Limited, understands this: "dare, pain, fast."

He believes that if the traditional enterprises want to complete the pformation in the new era, they must make use of the "Internet +" to complete the integration of resources.

Indeed, the impact of the Internet on the retail industry is very large. The traditional clothing enterprises that are new and attractive can not take the advantage. How to integrate resources with the power of the Internet has become the focus of traditional enterprises.

The attitude of the company is very clear, and we will wait and see how it will develop in the future.

Power tyrant men's clothing: won't touch the net easily.

Faced with the impact of the Internet, there is no reason why the retail industry is lagging behind.

The backward ones are not production capacity, supply chain and business mode, but backward business and marketing thinking, as well as the operational pressure brought by the economic downturn, and the impact that electricity providers bring to them.

Different from the attitude of several traditional enterprises in the past, the CEO Hong Zhongxin, the man in power, revealed his view on the first "powerful tyrant's wealth creation" held in the afternoon of January 24, 2015. "I don't understand the Internet very well. I have never intervened in real estate in those years, and have no intention of diversifying my own business. I believe that the annual cash earned by enterprises is the fifth tire of the enterprise."

However, despite the resolute trend of the men's clothing, the high-end strategy and the no discount strategy did not win the favor of consumers. As a result, the inventory of men's clothing was increasing year by year, and it was also an indisputable fact that they had to develop the electricity supplier's brand to inventory.

I believe that in the era of Internet integration, the traditional enterprise reform is the trend of the times.

As the saying goes, "do not advance or retreat".

If we do not "touch the net" firmly, I am afraid that we may encounter more crises in the future.

After watching the five gestures of the traditional clothing enterprises changing the net, are they still aware of the fact? Fuzhou city's forum for entry into Rongcheng: focusing on industrial upgrading and breaking through entrepreneurship and innovation.