The Path Of Brand Pformation And Yuhang Garment Industry Upgrading Forum

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As a symbol of people's progress, clothing is also a part of a nation and a national culture. It is an eternal sunrise industry.

In the past 30 years since the reform and opening up, Yuhang garment industry has developed from the original manual workshop to a modern production management enterprise, which is the result of continuous innovation and pformation.

At present, there are 83 garment enterprises above Designated Size in Yuhang District, and the output value of industry is 6 billion 60 million yuan, of which more than 90% of exports are in the face of the current market economy downturn.

Because of the continuous growth of raw materials and labor costs and the shrinking profit margins of enterprises, the survival of foreign trade enterprises has been threatened. This indicates that exports have gone to the end of the processing period, and pformation and upgrading are imminent.

In the past 30 years of reform and opening up, Yuhang has made considerable progress. In 2011, it is expected to achieve 15 billion yuan in total fiscal revenue. In 2010, Yuhang achieved 26 billion 880 million yuan in GDP and the per capita GDP has surpassed 10 thousand US dollars.

For garment enterprises, a breakthrough of US $10 thousand per capita is a new stage. It is hoped that garment enterprises can open up ideas, pform and upgrade, and find ways to suit their own development in domestic and foreign markets.

Time of strength

Under the influence of RMB appreciation, raw material price fluctuation, labor cost rising and European debt crisis dragging down the global economic downturn, the pressure of survival of foreign trade enterprises is increasing.

The path of pformation has become the most concerned issue for foreign trade enterprises and production enterprises.

Since the reform and opening up, China's garment industry has been developing vigorously. However, how to combine garment manufacturing with brand building is still the primary problem facing the further development of China's garment industry. Independent brands have become a bright card for upgrading a city. Shenzhen women's wear, Ningbo men's wear, Junan jeans and Jinjiang's casual wear all reflect the characteristics of the garment industry cluster. In Yuhang, an important textile and garment base, Yuhang's enterprises also need to create their own new image of industrial clusters.

The clothing industry is one of the important traditional pillar industries. It plays an important role in promoting economic development, solving employment problems and promoting social harmony. Yuhang has also emerged as a well-known clothing enterprise such as Hua Ding Group, Jie Feng clothing and Boka clothing.

At present, the textile industry is facing the strategic opportunity of opening in 12th Five-Year. It has become a common program of action for the textile industry.

We should further strengthen consensus, pool rationality, explore new ways of development, increase the added value of the industry, and enhance the market competitiveness of traditional industries. We hope that garment enterprises will seize the opportunity and persist in scientific development so as to accelerate the pformation and upgrading of the entire garment industry from quantity to quality.

Pluralistic planning

Export pressure is very heavy. Now our enterprises are in a very awkward situation. They are dead and dead, and the profit margins will definitely decrease in the future.

Now, in addition to considering the growth of enterprises, production efficiency is more important. Annual growth of 30%, profit decline, in exchange for a pile of inventory, it is meaningless.

The whole garment industry and garment enterprises have come to a strategic pformation. At this time, the clothing industry must learn to upgrade from selling products to selling brands.

In pition, enterprises must understand from point of innovation to system innovation.

In the past, enterprises may think of a small idea to succeed. Now we should consider not only the problem of ideas, but the long-term thinking. We should rely on the single industry to diversify. When making brand in the early stage, we should regard it as a part of the industry.

Foreign trade enterprises should pay special attention to eight aspects: making preparations for bitter and sweet preparations; defining goals and concepts; not using export mode to operate brands; investing more importantly than investing; making a small start and being famous are advantageous; making clear strategies, planning and acting first; using people more than market; and mastering the concept and method of brand building.

Besides, the fastest way to make a brand in China is to introduce foreign brands, which is much faster than that of the enterprises themselves.

Moreover, if an enterprise wants to become an international brand and enter the international market, the simplest way is to introduce a foreign brand into China, cultivate it and develop it again, thus making it easier for the international market to accept.

When we cooperate with foreign brands before, most of our enterprises are passive, and the other side will put forward many conditions and requirements.

Nowadays, foreign brands are more eager to enter the Chinese market, so at this time, domestic enterprises should cooperate with each other in the perspective of comparative advantage.

Yang Dayun, President of UTA fashion management, USA

Shopkeeper thinking

At present, there are about 76 textile enterprises listed abroad in China, and the total size of the 76 enterprises is even less than that of the Nike company of the United States.

Many enterprises simply do some OEM, some may do some simple design, but the added value of traditional industrial chain is very low. This low value-added cooperation with international brands is facing pressure for many of our enterprises.

In fact, many foreign trade enterprises have to pform themselves into brands, do retail business and do the Chinese market. The chances of success are very low, about 1%. Why? The main reason is the concept of how to turn from factory director to store manager. This is a qualitative change.

Many enterprises think that they have productive capacity, know what is popular in the world, and have good quality assurance.

In fact, these conditions are superfluous resources for a store manager.

For the shop keeper, he will pay more attention to what products the customers need and where to sell them at what price.

It is no longer a matter for shopkeeper to consider what to do and what quality to do.

Therefore, many entrepreneurs want to take advantage of their previous advantages to seek pformation, and the result is often very difficult to succeed.

There is a famous saying from "excellence" to "excellence", "excellence" is the enemy of "excellence".

Many of our entrepreneurs are successful in foreign trade. When he wants to pform, it is difficult to turn around and start from scratch. We have to reflect on this.

In addition, the pformation process requires a large amount of capital investment.

The pformation of enterprises into brand, capital, enterprise strength and enterpriser's determination can be combined in three ways to achieve the possibility of successful pformation.

Moreover, to make a brand, we must know what brand we want to do and pay attention to the development of channels.

The future of economic development belongs to the basic service industry of basic necessities of life.

When an economist took part in the forum in Beijing, he said that in the next 10 to 20 years, China's largest listed company must not be a Real Estate Company, but a service industry.

In the United States, the textile industry is making more money than the real estate industry.

In China, the real estate industry has become a major industry, but a process, not a result.

If the real estate industry has always been the leading industry of the government and the consumption industry can not be pulled, the growth of this country will soon have serious problems.

The hot spots of Chinese consumers will gradually change from food and clothing to pportation and other fields.

Therefore, the clothing industry will continue to be the continuous driving force for China's economic development. As a good entrepreneur and a successful pformation company, the manager will surely take the lead in the future development.

Liu Yong, a famous fashion designer in China

Design magic

When making clothing brand, it is inseparable from the commodity, and the design of goods is the most important soul part of an enterprise.

Commodity planning is particularly important in the brand building of clothing.

Commodity planning creates and improves brand positioning, meets the various needs of the sales and operation aspects of the enterprise, and makes rational planning for the entire garment design and development process objectively, systematically, and step by step, and effectively integrates and guides sales, production, brand publicity or image and other links throughout the whole apparel brand operation process.

In order to satisfy these processes, enterprises should conduct a series of planning activities in advance and the concrete implementation process in the later stage.

Including the overall planning of commodities, the implementation of proofing, post integration, mass production, terminal sales of the five major links.

As a designer, you must know your brand positioning, sell it to anyone, sell it to him at any price, and sell it in any way, including your image.

The brand image here is not only the image of your terminal, but also the image of the product.

In the study of goods, the main research is the consumer group. When you locate the consumers of your brand, you should clearly know the preferences of our consumers.

After 70, 80 and 90, each of them has special attention and preferences for clothing consumption.

And when we study clothing and design clothing, we should take the preferences of consumers as special research contents.

Therefore, the uniqueness of commodities is a key factor in a brand.

After this plan, we have to form a relatively clear pfer manual, which can guide R & D design and guide our brand promotion, even marketing, and production needs.

The design department should combine the style, fabric and color according to the overall planning case.

Planning is directional. How to land is what we have to think about.

To make the fabric specific and color proofing, we should also make pattern proofing and even combine with our style. Then we can decompose the design task and make a detailed proofing batch.

In the final stage of integration, some brands are made by order system. At this time, you need to have a lot of preparation work before ordering. For example, the attributes of the sample clothing, the theme goods of your sample clothing, the division of the image commodity, the basic commodity, even the division of the percentage of the order.

Deng Lifu, founder of Hangzhou women's Diary

Soft power

In 2008, we made a difficult decision, and we decided to pform it.

In fact, to do foreign trade subcontracting is to raise children for others and make clothes for others.

If you make OEM or OEM or ODM for some brands abroad, it is easy to be restricted by the big environment.

Moreover, if this enterprise is bigger, deciding which day your business is not suitable for it, it may find a more suitable and cheaper manufacturer in India and Vietnam, and it will abandon you.

So we can earn a lot of money by doing foreign trade, but we are in a passive state.

And making their own brand is equivalent to raising their children and raising their children. The children will return to filial piety and give back to themselves.

We have considerable initiative to make our own brand.

The foundry enterprise is a hard boiled rice. It is a little bit of a solid food, a small penny of money, and a labor-intensive one to earn meager profits. It depends on the scale of competition at the low end of the value chain. The profit is very thin. We must rely on scale and mass production to achieve better income.

And brand enterprises eat soft food and rely on soft power.

For example, Apple Corp's supply is in short supply, and it may be bought by teams. It's also a mobile phone that is much more expensive than others, but consumers are still rushing to buy it.

It depends on its soft power, that is, its creativity is making money.

Moreover, if we pform into a creative brand enterprise, we can make money by designing and relying on added value. Maybe the scale of our business is not necessarily large, but profits can also increase exponentially.

To make a brand, you can make more profits with very little effort.

However, if an enterprise wants to build a brand, its experience and advantages may have to go back to zero.

We must prepare ourselves for the two venture, which is a key premise.

To make brand, enterprises should adjust their ideas. Before we did the processing enterprises, what we needed was business stability. Every year we invested a little money in equipment, and the better the quality, the better the list.

However, it is far from good to make brand and do branding operation domestically.

Enterprises should constantly innovate, and they can afford to toss.

Brand is the process of constantly honing and practicing, and it is necessary to constantly collect popular information and current information from all aspects of the world. We must keep track of the times and integrate with the trend so that we can keep pace with the times.

In the process of brand operation, design and marketing are also the key to brand.

The product should be accurately positioned in design, and the suitable channel should be found in marketing.

Companies earn money, constantly invest in equipment, and do very well in scale.

These are tangible assets. If we make brands, what we need is to do intangible assets.

The three aspects of brand soft power construction, team, image and product are indispensable.

Intangible assets must have a very strong team.

Every year, enterprises should consider investing in intangible assets.

If enterprises invest 20% or 30% of their profits each year in recruiting talents, brand image building and product development, and build the soft power of intangible assets, then the brand of an enterprise can change every year, and every stage will have growth and promotion.

It is possible for a brand like this to go on a hundred years' brand building path before it can be sustained.

Brand building is a long-distance race.

My own brand has been in operation for 13 years, and only a few years have passed on the way to the brand of the century. The road behind it is still very long and needs constant adjustment and progress.

Since it is a long-distance race, it is impossible to get money immediately.

To make a brand, invest a lot of energy and constantly improve it.

In this process, we must endure loneliness and resist temptation.

Maybe in this process, we will feel very boring, even a lot of pain and suffering, there will be many entanglements...

But we must persist in making brand. Only by persisting, can we win the brand at last.