He Jun: Worry About Trousers Industry

In 2011, the second China trousers industry entrepreneurs Council annual meeting and the annual China trousers brand 100 strong agency Award Presentation Conference were held in the more than 30 cities of China. The representatives of the trousers industry in more than 30 cities from China, the chairman of the media association of the China Textile Industry Association, the president of the China clothing association, Ding Yan, vice president of the China Garment Association, Chen Yongbin, vice mayor Wang Yuehua, attended the meeting. This is a feast for the trousers industry and a feast for the 10 million trousers industry. At the same time, it is also a pity that I did not attend the annual meeting for the two consecutive year. After browsing the relevant information of this year's meeting, I was unable to be calm for a long time. For a long time, I worried and worried about the way forward, the direction of development and the development of the industry. This worry came from the professional mission, from the industry sentiment, from the industry plight, and from the future way of the trousers industry. What have you long wanted to do for the trousers industry?

Wei Lin, vice president of China clothing association, said at the meeting: " garments covering the legs The opportunities and risks of enterprises are coexisting. The industry of trousers industry in China should be upgraded. The concentrated expression is brand, and the expression of trousers brand is being solidified step by step. Yes, trousers enterprises have been developing more rapidly these years, but compared with the sports industry category, leisure wear brand and trousers category, the development of trousers industry is still slow. The point to point brand consulting agency, He Jun, thinks that the development of trousers enterprises must take the road of brand operation, and the development of trousers brand is divided into five stages. The current trousers industry is in the stage of product operation, and the added value of the brand is low. Brand operation At a low level, the top priority is how to upgrade the product operation stage to the brand operation stage, then the brand operation stage rises to the industrial chain integration stage, then moves from the industrial chain integration stage to the capitalization operation stage, and finally from the capitalization operation stage to the internationalization operation stage.

At the meeting, general manager Chen Yongbin said: "the development of 6 types of business models for trousers industry: 1, single product professional mode, outstanding representatives: Be Three and Kamakura, J brand, Levis; 2, men's and women's trousers combination. Model Outstanding representatives: 3, category combination mode; 4, trousers and accessories model. 5, the light serialization mode. The proportion of women's clothing is over 70%, and trousers account for less than 30%. 6, it is a series of models, outstanding representatives: Nine king, brother and tiger. Point to point brand consulting agency, He Jun, believes that this topic is essentially a product extension problem. The problem of product line combination is a category structure problem. One more level is the brand structure problem, and the business mode is composed of three aspects: business concept, system structure and operation method, and the two have significant differences.

At the meeting, the general manager said: "the firm professional line is the professional shorts industry. We should rely on products to win the world, rely on the product's performance price ratio, rely on style, and rely on the quality of products to conquer the market. He Jun, a point to point brand consulting firm, said: "professional achievement is focused. Once wrote an article," let's go alone to let people talk. "The transformation of enterprises, product line extension and brand extension must be considered comprehensively according to their own conditions, internal and external environment, core competitiveness of enterprises, enterprise mission and vision. At present, the phenomenon of product homogenization is very serious. The market competition is very fierce. How to differentiate is built by brand, creating brand personality, brand image, brand association, brand identification, brand equity and so on. Through strong means, we can increase the added value, and price performance is not a long-term solution. Quality competition is the primary stage of brand competition.

Point to point brand consulting agency, He Jun, believes that the major bottlenecks in the current Chinese trousers industry are concentrated in two aspects: first, the unclear corporate strategy is the fatal blow to the development of trousers industry; the blind direction of the brand strategy makes the development direction of the trousers industry confused. The second aspect: the lack of scientific brand operation mechanism makes the development of trousers industry slow and can not break through many obstacles. How to solve the two major bottlenecks nowadays: first, we must clearly understand the difference between enterprise strategy and brand strategy; popularly speaking, enterprise strategy refers to where the enterprise is now, where to go and how to go? Understanding these three problems basically understands the problem of enterprise strategy. Brand strategy includes six parts: branding decision, brand mode selection, brand identification, brand extension planning, brand management planning, brand vision. Corporate strategy can not be equated with brand strategy. At present, many entrepreneurs are puzzled: the issue of diversification and direction of development. Diversification refers to the issue of diversification, brand diversification or product diversification. This is the three concept. Enterprise diversification refers to the overall strategy of enterprises. Brand diversification refers to brand strategy, and the product diversification refers to product structure; enterprise diversification refers to the diversification strategy of enterprises, concentric diversification or horizontal diversification, which is the issue of horizontal development or vertical development; brand diversification refers to brand structure, which is related to the brand of mother and son, the main and subsidiary brands, the endorsement, and other related issues. Secondly, after formulating the enterprise's development strategy and brand strategy, we should adjust and improve the brand operation mechanism according to the strategy, formulate a reasonable brand operation framework, plan the responsibilities and authorities of various departments, guide and manage the concept of scientific brand, and thoroughly change the extensive management concept.

The development of any industry is due to the transcendence of ideas. The backwardness of any industry is due to the conservative thinking and the development of the industry. First, the trousers industry first liberate itself, get rid of the constraints, and make clear the direction of the enterprise development so as to take the road of rapid development, understand the law of industrial development, the law of enterprise growth and the rule of system management, so that it can develop steadily and rapidly. At the same time, it is hoped that the trousers industry can quickly integrate the industrial chain, find a unique business mode, and create more star enterprises and public enterprises in the garment industry.