Garment Industry Ushered In Inflection Point, Value Added Needs Innovation

　　 Fashion logic

"Beijing Textile Holdings is located in the capital and has a special geographical position. According to the requirements of the central government for the urban development and functional orientation of the capital in recent years, the traditional textile with relatively low added value and labor intensive has been put forward. Garment manufacturing The processing industry is no longer in line with Beijing's urban positioning and development requirements. Wu Li, party secretary and chairman of Beijing fashion Holding Company Limited, told reporters. In line with the adjustment of Beijing's urban functions, the Beijing fashion holding business in Beijing has also made great adjustments and changes. At present, the traditional textile processing business of Beijing fashion Holdings has basically moved out of Beijing, and its core business in Beijing is extending and transforming into fashion, technology and services.

"From the perspective of the world's development pattern, such as Paris, Milan, New York, Tokyo and other international metropolis, it is also a fashion center, from industrial manufacturing center to cultural innovation and fashion center transformation, is a transformation process that all international metropolis will experience." Yuan Tianxiang, deputy general manager of Beijing fashion Holding Company Limited, said that the cultural and fashion center is also the goal of Beijing's future urban construction. In the construction of the capital fashion center, it will bring huge opportunities and space for Beijing fashion holdings.

Obviously, whether from the social environment of the enterprise development or the environment of the industry, it is a way for enterprises to take the transition to fashion and other high value-added businesses.

In this regard, Li Xuebin, general manager of Beijing fashion holding limited company, told reporters that increasing brand building and enhancing the added value of products are the important business direction and development focus of Beijing fashion holdings. And for Textile and garment industry For many years, Beijing fashion holdings, which has been deeply cultivated for many years, combined with the advantages of industry and channel resources accumulated by the group for many years, let Beijing fashion holding force brand construction, obviously also one of the most stable and most advantageous transformation direction of Beijing spinning control.

As the first batch of state-owned enterprises to grow up Textile and clothing Group, Beijing fashion holdings is not only a representative enterprise of Beijing textile and clothing, but also has great influence in the industry. Years of deep ploughing in the industry have led Beijing fashion holdings to build its own industrial chain and channel resources. At the same time, the group of SAUCI, copper cattle, Tiantan and other old enterprises have always been the representatives of the quality of local consumers. This also gives the group a unique advantage in building brand.

In addition, the downward pressure on domestic and foreign markets has made the industry's comprehensive production costs continue to rise, so that Beijing fashion holdings in the market contact, aware of the urgency of brand transformation.

"Our bronze cattle make OEM for international famous brands. Many times, the design is ours, and the production is ours, but compared to the final market price of the product, we only take a little processing fee." Li Xuebin believes that Beijing fashion holdings do not lack the ability to make good products, but the brand influence. "This is also the key to the fashion transformation of Beijing fashion holding. We need to follow the new business logic, get rid of the traditional model of labor value theory, realize the transformation of the enterprise to the" utility value model ", and guide the construction and development of the brand through the change of guiding ideology.

With the development idea of labor volume pricing, the transformation of enterprises to the effect value can be realized.

　　 Brand opportunity

In the context of the "three products strategy" proposed by the state to increase varieties, expand category and create brand, the transformation idea of brand effect is also written into the development plan of Beijing fashion holding "13th Five-Year".

For the old brand of state-owned enterprises launched in the 60s and 70s of last century, Beijing's fashion holding owns more than ten recognized national brands, such as Saussurea, copper cattle and Tiantan. It is indeed the foundation and advantage of its brand building. But at the same time, the lack of product fashion, brand aging, terminal channels to upgrade and other issues, is also Beijing fashion holdings in brand building, must face the problem.

Meanwhile, along with Fast fashion In the fashion industry, a small number of modes of operation are constantly attacking the mainland. clothing Industry's supply chain mode and industrial development form. In Yuan Tianxiang's view, the transformation of the development environment of the industry has forced the traditional brand enterprises to make great changes and adjustments in the aspects of the fashion and brand reputation of the products, as well as the creation of the flexible supply chain.

In this regard, Yuan Tianxiang, director of Beijing fashion holding brand business, told reporters that as a group's focus in the development of "13th Five-Year", fashion Holdings has done a lot of research, combing and analysis work in combination with the group's own situation.

"At present, fashion holdings in brand building generally start from the following aspects: one is to do a good job in the market research and problem oriented, to find the direction of brand building; secondly, to consolidate the development base of the group's own brand, to integrate the group resources through fashion holdings, and to help each brand grow; finally, it is to work together to enhance the brand image and market influence." Yuan Tianxiang said.

The idea of group brand transformation has made Beijing fashion control, from leading group to employees at all levels, pay more attention to the core position of brand as the fashion industry, and also accelerate the transformation of fashion to the fashion in terms of input, concept and talent introduction. Yuan Tianxiang told reporters that fashion holding's brand building plan is in steady progress. "We made the orientation of enterprises in 2013. 2014, we defined the development strategy. In 2016, we should implement the goal of brand building."

To promote brand building, Beijing fashion holding has set up a special project fund to support brand development through the implementation of the project system, which is used to consolidate the brand foundation, enhance brand image, optimize channels and strengthen services.

"We built a model of core competitiveness of brand enterprises, and found that only in the brand image, brand channels, brand services and other aspects of strength, can brand value continue to improve." Yuan Tianxiang told reporters that Beijing fashion holdings will focus on these three aspects in 2016. brand building In practice, we find problems and shortcomings, and then take problems as a guide and destroy them one by one. "Take the online promotion of our brand as an example, some brands of the group do not have shop micro shops, no shop two-dimensional code, and the online business is not in place. We will set up special funds to solve these problems accordingly."

Clear brand development ideas, so that the brand building of fashion Holdings has achieved remarkable results.

　　 Value transformation

"The logic of making brand and manufacturing is totally different. Processing is based on cost pricing, while brand satisfaction is customer's consumption desire." The brand value is measured by this standard, and Li Xuebin thinks that it is under the banner of fashion holding. Saussurea brand Its brand transformation is pretty good.

At the end of May, Saussurea held an autumn and winter ordering meeting in Beijing. At the ordering meeting, the new product design and brand image of Saussurea were recognized by many stores and franchisees.

"Snow lotus's order this year will be very effective. We have invited a good design team to design the product according to the scenario, and the result is very good at last." In Li Xuebin's view, if enterprises want to transform and enhance their brand image, they will eventually fall into the upgrading of products and the innovation of their formats.

Besides the snow lotus, the Tiantan Men's wear Pure Touch, a young fashion clothing brand launched on the basis, has also achieved good results.

" Pure Touch Targeted at the young consumer class, the product is a consumer product of the whole category. We operate Pure Touch completely according to the new brand operation idea. First we invite the designer to design the product. After evaluating the design, the company looks for the factory order, according to a variety of small quantities. Fast fashion Brand operation mode development. In the channel, we cooperate with Wanda Plaza to realize the steady expansion of brand shops in the dominant business circles across the country. Yuan Tianxiang said.

Although Beijing fashion Holdings has been advancing steadily in brand building, brands can not be built overnight, requiring long-term adherence, integration of resources both inside and outside the industry, and cooperation at home and abroad. Yuan Tianxiang told reporters that, like the development of Pure Touch, it seems that the brand is a new brand registered in 2011. However, before the registration, the brand has already accumulated long-term accumulation of resources in various aspects of the industry in Tiantan for decades.

From this perspective, Beijing fashion Holdings has accumulated many advantages and breakthroughs in its industrial accumulation and brand resources for many years.

"Making brands must learn to tell brand stories. Beijing fashion holding has a lot of Beijing time-honored brand. In the future, we will talk about our own brand story and use new media and other diversified means to promote and enhance brand influence. Yuan Tianxiang said.