Garment industry experts conspire to transform the apparel brand

Recently, industry experts conducted a round of industry-focused topics on how China's garment industry created the next golden age, how it was transformed from Chinese manufacturing into China's wisdom, how brand building was used, and international perspectives were introduced to promote industrial upgrading and transformation. "Deep thoughts collide."

The "2014 China Fashion Brand Positioning Upgrade and Development Summit Forum" sponsored by the First Financial CBN China Economic Forum jointly with Kinba Menswear was held in Shanghai on the 17th. Experts and scholars respectively interpreted the problems encountered in the Chinese garment industry and upgraded their industrial structure from their respective perspectives. , brand positioning upgrade change. After the brainstorming session, Deng Li, editor-in-chief of Jiaren magazine, Niu Wenwen, founder of Entrepreneur Magazine, and Bao Mingxin, professor of Donghua University's Costume Art and Design Institute, joined the forum. The road to development, published their own insights, won over 200 applause from the apparel industry representatives.

In his opening speech, Qin Wei, general manager of the First Financial Affairs Department, who has long studied China’s marketing and consumer behavior, said in the opening remarks that the current overall economic situation in China is entering a “period of economic growth slowdown, the periodic structure of economic structure, and stimulus policies. During the specific period from the third phase of the digestion period, most industries and companies, including the apparel industry, will face and undergo an important and profound process of upgrading, restructuring and redevelopment.

As a leading representative of the industry, Yang Jichao, vice chairman of the China National Textile and Apparel Council, pointed out that China is a huge market with a population of 1.3 billion. The apparel industry must serve most people and serve the masses in order to find a way out in the process of economic development and change. . As a single clothing brand, it is not easy to develop to a scale of RMB 8.0 billion to RMB 8 billion. If we can find a development model of brand positioning upgrade and service innovation through continuous technological innovation, this bottleneck is expected to be broken.

Zhao Ping, director of the Consumer Economics Research Department of the Ministry of Commerce, shared her findings on the upgrade of the Chinese fashion industry. In her view, China’s economic development and upgrading of consumer power have provided a huge space for the future development of the domestic fashion apparel industry. However, enterprises must adapt to market changes and must first “inflow”, ie, use the “international language” to manage enterprises and design clothing. Products; Second, they will “show”, spread the understanding of fashion enterprises to fashion, so that more consumers know the company's fashion positioning; the last is to understand the “spread”, to let more people understand the clothing company's own brand , Turn the "brand" into the market share of the company.

Deng Delong, a partner and general manager of Triathlon China, who has the reputation of “the first person in China”, uses sharp positioning theory to explain the four stages of human social transfer from the initial family workshop model to the development of In the era of the big factory, it has evolved into the market demand segmentation, and now it quickly enters the "intellectual age of consumers under the information society." If a company makes its brand occupy a place in the consumer's heart in an information-rich economy, Can master the initiative of industrial development. Apparel companies also face similar opportunities and challenges and need to strengthen their clear strategic positioning and branding capabilities.

As the forum's co-organizer, Hyundai Menswear CEO Hong Zhongxin also reviewed the development history of the brand headquarters since its successful relocation to Shanghai on May 9, 2009, and expounded on the promotion of the professional reform of the entire management operation team. And establish a new corporate core values ​​and career mission, using the advantages of Shanghai talent and technology resources for the entire brand to enhance R & D and design, integration of supply chain, build a retail system, build marketing channels, and ultimately make the new men's clothing out of a "special" span The development of the road is "as a case of upgrading development." It is pointed out that in this era of increasing uncertainty, it is necessary to constantly approach the long-term goal of “achievement of great companies”, and we must “become surprisingly, adapt to changes in a firm position, and strive for innovation”.

Ms. Deng Li, editor-in-chief of the Jiaren magazine, who took part in the brainstorming session, points out that from the perspective of design aesthetics, China's apparel brands are in a critical period of comprehensive transformation and upgrading. How to present the image and temperament of a nation and a nation in a unique manner , quality, promote the entire industry to create a new "golden age", for all brand clothing companies is a rare opportunity. Prof. Bao Mingxin also showed great interest in the 34-year-old Jackie Manswear jacket positioning. He believes that a series of achievements made by Jinba men's clothing out of the river into the sea for the past five years has indeed provided a new transformation and upgrading of China's garment industry. Ideas. Mr. Niu Wenwen, editor-in-chief of the Entrepreneur and director of the company, changed roles. From the perspective of the entrepreneur’s representative, he expressed his recognition of the power of the Chinese wealth-creating group in the Rimian men’s wear, and also how the clothing brand fits into the breakdown of ethnic groups. Psychological needs have given unique insights.

“This is not only a concentrated reflection on the positioning of China's apparel market in the clothing industry, but also a summary of the cross-border views.” The Forum, which sparked debates on brilliant points of view, brought a lot of ideological impact to the representatives of many apparel companies on the spot. Inspired by this, many participants in the apparel industry expressed their feelings to the reporters that they “have benefited greatly”. During the meeting, the guest speakers also exchanged their experiences with on-site entrepreneurs' representatives and the media on how to innovate and change the apparel industry.