Beijing Fashion: Transformation "Fashion" Is At That Time.

In May this year, in order to further enhance Beijing

Controlling subordinates

The collaborative space between the two brands has strengthened the synergy service among brands to form the overall brand competitiveness. Beijing fashion holding has established the Beijing fashion holding brand expert committee (referred to as the "brand special committee").

This initiative also shows from the side that Beijing fashion holding will take the brand work as the breakthrough point, and strongly recommend the fashion industry's determination for layout.

Transformation "fashion" is at that time.

"I think Beijing fashion holding renamed is an inevitable choice for our enterprises to grow up to a certain stage.

Industry chain view, the forefront of the industrial chain is textile, clothing is the future, and then fashion, and finally, we are familiar with fashion.

When it comes to the name change of Beijing fashion holdings, Yuan Tianxiang, deputy general manager of Beijing fashion Holding Company Limited, said.

In Yuan Tianxiang's view, under the new strategic positioning of the capital city, the fashion industry with the brand clothing as the core will become the representative of its new urban service industry. This industry may even become a city card of Beijing in the future.

"With a bit of image, we can call the stage of development of the fashion industry in Beijing today: Xiao Rong has a sharp corner," Yuan Tianxiang said. Now it is an important period for Beijing's clothing and textile industry to move towards the "fashion" stage. Beijing textile holding is pformed into fashion sector.

From the development experience of the world's fashion industry, Milan, New York, London, Paris and even some big cities along the coast of China have developed from the textile industry to the international metropolis with the most international influence. Among them, fashion industry, whose core is clothing and design, has played a crucial role.

Talking about the experience of building the world fashion capital, Yuan Tianxiang mentioned the fashion week case.

In many cities in China, fashion week has been quietly springing up, and many enterprises are actively participating in it.

Take Shanghai as an example, fashion week has led to the development of a large number of brands. Driven by this fashion trend, Beijing fashion industry represented by Beijing fashion holding company should also seize this historic opportunity.

"Our textile holding is pformed into a fashion holding company. In fact, it has won a new spring for the development of the industry. This process is upgrading and upgrading from the lowest end of the textile industry to the high-end of the industrial chain.

In fact, this is also an inevitable choice for the development of the industry. From a company's point of view, it's not that we have to cross the old line, but to stand on a new historical node and look at the experience of the world's five fashion capital to find our own way: from the industrial manufacturing to the city's service, cultural and creative industries and fashion industry's development path.

Yuan Tianxiang said.

Only strain can we grasp the new opportunity of brand pformation.

In Yuan Tianxiang's view, all aspects related to fashion consumption during the 13th Five-Year are the future of Beijing fashion holdings.

"The majority of the existing brands of our fashion holding company are produced with the birth of the Republic. They have experienced decades of growth and development, and these brands have a very large market potential."

Take snow lotus, copper cattle and Tiantan as an example, these three brands came from the trademarks of manufacturing enterprises in the 60 and 70s of last century. Later, after experiencing brand operation, they gradually became the terminal consumer brands accepted by the market.

From historical and realistic experience, the brand of Beijing fashion holding has accumulated certain pformation conditions.

Yuan Tianxiang said, "the value of our own brand and the experience of pformation and growth together can bring about the possibility of rapid development for the fashion operation of the brand. In recent years, there have been many successful fast fashion brands at home and abroad, and their mode has also provided some experience for our traditional brand enterprises to become a new opportunity for brand pformation, upgrading and upgrading of fashion brands."

Although Beijing fashion holding has strong historical advantages and foundation, but now, a realistic problem before the fashion holding company is that the competition pattern of the market is forcing the traditional brand enterprises of the group to enhance their own fashion, including the fashion of the products, the fashion of the brand, the reputation of the brand, and the fashion of the overall image of the company, and so on. In every aspect, the corresponding changes must be made in order to grasp the opportunity of the brand to sail again in the new environment.

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The force effect affects everyone in the company.

As a responsible person in charge of brand work in Beijing fashion holding company, Yuan Tianxiang has seriously studied the relevant policies and guidance of the state. In his view, fashion holding companies must combine the strategy of "three products" and the orientation of Beijing's urban development in order to do well in brand work.

"In the company, we should do a good job of investigation and research, and consolidate the development base of our own brand by problem oriented. For fashion holding companies, there are a lot of resources in the company that can be used, which brings good opportunities for the growth of our brands. Therefore, resource integration and coordination are crucial steps. In the coming period, we need to enhance the image and influence of the company and brand together."

Yuan Tianxiang said.

After investigating the brand of the company, Yuan Tianxiang put forward a view that from the perspective of brand, enterprises should build a core competitiveness model and synchronize their efforts in the three aspects of brand image, brand channel and brand service so as to make the brand assets continue to increase.

After the company changed its name to Beijing fashion holdings, its role will gradually emerge. In Yuan Tianxiang's view, the effect of renaming is real. It is not a slogan.

In fact, inside the Beijing fashion holding company, everyone has realized the changes brought by the "fashion" concept. For the enterprise, it has begun to force everyone in the company to change: from the leading group to the staff at all levels, the brand and image will be more valued.

As the core of the fashion industry, several fashion brands of Beijing fashion holdings have become the focus of Tianxiang.

After clarified the company's strategy, he carried out the docking from door to door.

"Fashion pformation has brought about real changes to our brands," he said. "For example, we pay more attention to the guiding role of independent brands, pay more attention to the construction of brand operation teams, and pay more attention to our investment in brand equity."

Speaking of the current situation of the brands of Saussurea, copper cattle and Tiantan, Yuan Tianxiang said, "I feel that they have undergone qualitative changes in terms of product design, product cost performance, product quality and product fashion. These changes are reflected in: at the manufacturing level, the original production chain has changed to the flexible supply chain, and at the brand operation level, our team services, channels and so on are all in line with the first-line brand in the market."

Interact with consumers and hold high the banner of "Beijing Fashion Week"

In Yuan Tianxiang's view, the foundation of Beijing's fashion industry needs further consolidation. Brand building is not overnight. After the name of fashion Holdings has been renamed, the first thing the company does is to hold the Beijing fashion week in September this year.

It is understood that after docking with the relevant departments of Beijing, Beijing fashion holding has planned the "Beijing fashion life consumption season". Among them, the Beijing fashion week and fashion show, art creation and fashion consumption related static exhibition will be unified.

In fact, how to make the enterprise change the traditional way of ordering goods and fashion trends and new product launches on fashion week in Beijing is a problem that current fashion holding company needs to solve.

Fashion week can bring a lot of practical benefits to the enterprise. The biggest role is to encourage the brand to increase public relations and publicity in the market, and use the platform of fashion week to improve the image of the enterprise.

"Beijing fashion week is a banner. We must integrate the resources inside and outside the industry, open up a cooperative mentality, use the good things for our brand growth and serve our brands in fashion pformation. After the flag raising in Beijing fashion week, we will serve the brand enterprises in Beijing and build a new platform for the development of the fashion industry in Beijing," Yuan Tianxiang said.

Under the leading effect of Beijing fashion holdings, we use the existing cultural and creative industrial parks to build a new platform for the development of fashion industry, and gather together a group of designer brand and independent brand enterprises with commercial potential to explore how to interact with consumers.

It is understood that during this year's Beijing fashion week, Beijing fashion holding will also hold high-end fashion industry forum. During the fashion week, we invite the elite at home and abroad to explore the strategy of advancing the fashion industry in Beijing in the next 5 to 10 years.