Summit Forum Debate "Type" &Nbsp; Brand Management Diversified Planning

Recently, "China creates -- the road of brand spanformation and Yuhang. clothing The summit forum for industrial upgrading was held in Hangzhou. This summit forum brings together international and domestic brand experts, fashion and creative industry leaders, industry leaders and entrepreneurs. It not only analyzes the spanformation of foreign trade in domestic garment enterprises, but also explores how to open up the domestic market and how to integrate creative industries with the garment industry.

This summit forum is jointly sponsored by the China Textile Industry Federation and the Yuhang Municipal People's Government of Hangzhou. The textile and clothing weekly magazine, Hangzhou Yuhang Economic Development Bureau and the Yuhang Garment Industry Association jointly undertake the forum. Zhang Li, vice president of China Textile Industry Federation, and nearly 300 people attended the Yuhang apparel industry association.

　 international Fashion brand Wang Xiangsheng, founder of development management center

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 increasing the number of enterprises, production is considered. benefit More importantly, 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 spanformation. At this time, the clothing industry must learn to upgrade from selling products to selling brands.

In spanition, 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 spanform 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. {page_break}

Therefore, many entrepreneurs want to take advantage of their previous advantages to seek spanformation, 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 spanform, it is difficult to turn around and start from scratch. We have to reflect on this.

In addition, the spanformation process requires a large amount of capital investment. enterprise Transformation Making brand, capital, enterprise strength and enterpriser's determination three points together can have the possibility of successful spanformation. 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. Stateside, Textile industry All earn more 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 spanportation 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 spanformation company, the manager will surely take the lead in the future development.