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Clothing Industry Should Pay Attention To Brand Building In Media Marketing.

2013/8/30 18:11:00 20

Garment Industry Clothing Association Garment Enterprise Clothing Marketing

today we are very honored to be invited to China's "a href=" //www.sjfzxm.com/ "target=" _blank "_xhe_href=" //www.sjfzxm.com/ ">" clothing /a > "media director Ji Mingji, from the perspective of" media people ", to share with us how the enterprise and the industry conduct media marketing.

season, Hello, welcome to CFW reception room.

season teacher: Hello, everyone! Good friends!

reporter: Ji teacher, as the media director of the association, you have interviewed entrepreneurs and research industrial clusters all the year round. You have a deep understanding of the status quo, problems and future development trend of China's < a href= "//www.sjfzxm.com/news/index_c.asp" _xhe_href= "//www.sjfzxm.com/news/index_c.asp" > clothing industry. Can we talk about the current development of the industry from your perspective?

season teacher: OK.

At present, the industry is facing a very changeable surrounding environment. As many people say, this is a period of opportunity and challenge.

For enterprises, the most important thing is how to understand the current situation and combine their competitive advantages to find the future direction of development.

although the development of the garment industry is slowing down and the inventory problem is constantly increasing, I think this is the inevitable period for the development of the industry.

Over the past thirty years, China's garment industry has maintained an annual growth rate of 20-30%. During this period, what consumers produce will be produced by enterprises.

But over the past 5-10 years, with the increasing number of brands, consumers have more and more choices. They also have a deeper understanding of clothing and fashion, which puts forward higher requirements for brands.

Consumers are concerned not only with the price of clothing, or to learn from other people's clothing, but also to pay more attention to the cultural value of a brand, such as the positioning of the brand, what they want to convey and so on.

besides the change of consumption psychology, our industrial structure is also changing.

In the past, the clothing industry relied on low labor costs and low raw material costs. With the development of economy, China's "a href=" //www.sjfzxm.com/ "target=" _blank "_xhe_href=" //www.sjfzxm.com/ "textile" /a "apparel industry has no longer the cost advantage, which requires the industry to find new competitive advantages.

reporter: Yes, China's cost advantage is gradually disappearing, and the role of "OEM" is slowly changing.

In the face of these development fission, in the first half of 2013, the a href= "//www.sjfzxm.com/news/" _xhe_href= "//www.sjfzxm.com/news/" > Chinese clothing < /a > industry showed the rationality of "return".

What do you think of the development trend of the second half of the year?

season teacher: at present, the domestic economic growth is slowing down, the cost of living is rising and the appreciation of RMB is not changing in the short term. Enterprises, especially small and medium-sized enterprises, will continue to face cost pressures.

At the same time, as the garment industry chain in Southeast Asian countries and regions, including the improvement of supporting facilities and the improvement of workers' quality, the turnover rate of low value-added orders pferring to Southeast Asia will gradually increase, and domestic exports will remain at a low growth rate.

in the domestic market, with the decline of the overall economic growth, consumers are less confident in < a href= "//www.sjfzxm.com/" _xhe_href= "//www.sjfzxm.com" > clothing industry < /a >.

Although the country proposes to boost the economy through stimulating domestic demand, it is not very effective from the actual situation.

Despite the increase in clothing sales this year, the growth rate is declining compared with the same period in previous years.

In particular, down coats and down products, the price fluctuation of the down in the first quarter and the second quarter is relatively large, almost doubled, and the price of the down garment will go up in the second half of the year, and will increase the sales volume of the enterprise.

Reporter: the rise in down prices may also be affected by avian flu in the first half of the year.

season teacher: bird flu is part of the reason, which has led to a decrease in duck feeding and insufficient supply.

But in fact, most of the avian influenza is spread by chickens, and few are infected by ducks, so it is possible that intentional people deliberately fend down the down with the bird flu to increase the down price.

So building a healthy business environment is very important for the development of the weaving industry.

reporter: Yes, healthy business environment and healthy media publicity environment.

even though we do have such objective factors when we analyze the development environment, what is more important is how to deal with them or seize the opportunity to strive for development.

Mr. Chen, President of Chen Dapeng, has also said that it is urgent to reunderstand the direction of the past brand development and to relocate the development ideas.

He likened the form of clothing development to the pition from "high speed development period of youth" to "eating dry grain."

So, on the back of this "force", what do you think enterprises should do to do their homework?

season teacher: this problem can be summed up by the five articles mentioned by Chairman Chen at last year's China clothing conference. It can also be said that some enterprises should do their homework.

the first is the pformation from service driven to value creating enterprises.

Instead of simply producing products, enterprises should study the changes of consumer demand thoroughly, study the connotations of high quality life expectation, take product as the center, innovate the brand system construction, innovate business models, create enterprises and service brands with full service chain and whole process service, deepen and extend service, create new value growth points, and enhance brand value.

This service is no longer a simple service for consumers to ironing a href= "//www.sjfzxm.com/" target= "_blank" _xhe_href= "//www.sjfzxm.com/" > clothes "/a" and "free laundry", but to understand the needs of consumers before consumption, and to the full range of services after the purchase process and after sale.

second is to emphasize the enterprise orientation based on division of labor and cooperation, and create a creative brand manufacturing enterprise.

Enterprises should re-examine their own development direction and core competitive advantage under the big situation, and clearly define their position in the economic division of labor in the garment industry.

For example, are you a processing enterprise, a regional brand, or an international brand? Only by finding your own position and building core competitiveness around positioning can you gain the advantage in competition.

If you are a manufacturing enterprise, what kind of products are you good at making? T-shirts, shirts or trousers? In certain areas, enterprises must do the best, not everything.

third is to create an international vision and standard industrial chain with a scientific attitude.

For example, a company that does a href= "//www.sjfzxm.com/" _xhe_href= "//www.sjfzxm.com" > shirt < /a > must have a good understanding of the upper and lower reaches of shirts.

Like I have met before, Guangdong Yida, which is a high-end cotton shirt manufacturer, but from cotton, weaving, printing and dyeing to manufacturing, sales, the whole industry chain process is open, so that not only can reduce costs, but also in various links of the industrial chain to develop their own innovation ability.

Through the brand-new design and optimization of the brand supply chain system, we should strengthen the integration and innovation of the upstream and downstream industries chain, and respond to the changes in the economic situation and competitive environment with a brand new, modern and competitive industrial chain, including timely feedback and supply to the needs of customers.

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fourth is to accelerate the reform and innovation of talent mechanism.

As an entrepreneur, how to establish a reasonable talent mechanism is very important, especially the cultivation of core team, because everything is inseparable from people.

fifth is the creation of brand culture connotation.

With cultural creativity driving, < a href= "//www.sjfzxm.com/" _xhe_href= "//www.sjfzxm.com" > brand building < /a >, setting up the brand's cultural spirit and cultural value, raising the right of fashion discourse with high cultural consciousness and cultural self-confidence, and then leading the market trend to fluctuate and grasping the initiative of the market.

reporter: you mentioned the cultivation of core talents just now. As the first brand of job recruitment in China's garment industry, our China apparel talent network has been adhering to the responsibility and mission of solving the key problem for 11 years. From our point of view, the shortage of talents is the demand at the top and bottom ends: excellent management, and the general lack of technical blue collar and retail terminals.

season teacher: Yes, in the whole industry chain, no matter the size of the post needs talents, each post has its irreplaceable value and mission.

The "character of the year" of the association once elected a warehouse manager of Anta group. He worked in this post for more than 20 years. Although the work of the warehouse management is relatively simple, but he can manage the warehouse well, he is an excellent talent.

professional managers are talents, warehouse management is qualified personnel, sewing workers are also talents, and the reality is that both sides of the talent are lack of talent and recruitment difficulties.

As an enterprise, it is more important to respect everyone and let every employee have an unparalleled sense of value and belonging. This is very important. This also brings together the cohesion of the corporate culture and team.

enterprises should not only provide a guaranteed job simply to attract and retain talents.

reporter: what efforts do you think the enterprise should make in the construction of talent mechanism?

season teacher: first of all, enterprises need a fair and pparent selection mechanism.

At present, many enterprises have such a phenomenon. A person is promoted to a manager, but no one knows why he is promoted. Other employees will feel unfair.

If a company has a good selection system, it will first have a clear standard of manager's appointment, and at the same time, it will list the selected candidates and make contributions, so that others can see clearly at the same time.

second is the need to have sufficient talent reserves and improve echelon mechanism.

At present, many enterprises are kidnapped by so-called professional managers. Once professional managers leave, enterprises will not be able to operate.

Therefore, enterprises should pay special attention when training talents, and do not hold core power in one hand.

When the high level leaves, the enterprise needs to ensure that there are enough echelon talents to replace them. This is to protect the safety of enterprises, because the development of any enterprise is not dependent on a person. If the lifeblood of an enterprise is in one person's hands, the enterprise is quite dangerous.

third is the need for enterprises to establish a stage mechanism.

There are two meanings: on the one hand, enterprises should provide their talents with their own stage; on the other hand, leaders should know how to delegate.

At present, many domestic enterprises are bosses, but although they have introduced professional managers, I think most bosses are still not comfortable with professional managers, and many of their rights are not delegated.

As an entrepreneur, it is wisdom to trust his employees and let them play.

the last one is the sharing mechanism.

As entrepreneurs, they should know how to share their management wisdom and management ideas with their subordinates, and even share their wealth with their subordinates.

HUAWEI built 20 billion sales in twenty years, thanks to its continuous sharing of shares and staff.

Just like what the ancients have said, "willing to give up" and "giving up".

reporter: Yes, what you say is very reasonable.

Of course, there are many other factors, such as innovation, in the establishment and development of a brand besides talents.

Recently, the fast fashion mode is still prevailing, and the concepts of "slow consumption" and "light luxury" have begun to fill the market.

The market is never short of potential. The important thing is to innovate in accordance with the laws of the market and consumer demand.

But in China, it is often "bringing ism". Can you talk about your views on this issue?

season teacher: the development of an enterprise does not depend on one mode. Of course, a good mode may keep the enterprise competitive for several years, but for long-term development, there is still need for product support.

A few days ago, I interviewed an entrepreneur, who once visited the headquarters of ZARA as a supplier. She said, "after reading it, I am not afraid of ZARA at all."

Because ZARA itself is not as magical as it advertised, and itself does not have quality control links, we can always see its name on the annual blacklist of quality exposure.

But why can it be so popular in China? Because this mode is relatively new, and has a sense of freshness for the industry, the media and the consumers.

But when you really understand it, its competitiveness will drop.

So in recent years, although the ZARA traffic is not bad, we can't see a new store like before. There are hundreds of people queuing up to buy clothes.

The emergence of the new model calls for an adaptation process. The former Giordano has also attracted the competition of American brands and other domestic brands, but now it is no longer popular.

the most important thing for an enterprise to develop is to develop products that meet the needs of the times and the needs of consumers. The focus of innovation should also be placed on product research and development.

Of course, with the change of market environment and consumer psychology, products should be constantly changed and innovating constantly.

But we should pay attention to that, innovation should be moderate, and we can not develop something too avant-garde and exaggerated. We should guide consumers in the limits that consumers can accept.

Any innovation, including management innovation, industrial chain innovation, business model innovation and product innovation, is centered on consumers.

Reporter: Yes, the product is the soul, but if you want to enhance the brand and popularity of the product, good publicity strategy is also very important.

Just like last year, Jie Liya entered the family of thousands of people through the first season of sponsoring "good voice in China" and won the hall of fame.

This year, the rise of new media such as WeChat has caused a boom. It has been widely used by brand building, precipitation and promotion companies to display the brand.

As China's "a href=" //www.sjfzxm.com/ "_xhe_href=" //www.sjfzxm.com "clothing association /a" media director, how do you think the enterprises should integrate or select media resources to carry out brand promotion in all aspects?

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season teacher: now is the era of Internet and 3G network. The development of science and technology has also brought consumers new sensory experience. Domestic garment enterprises have already smelled the business opportunities brought by new media, including Semir, Anta, and so on. They have been promoting their products and brands through QQ games, WeChat and other channels.

For example, Semir promotes its products through QQ games, players can change clothes for virtual characters, and change their favorite styles of clothes, all of which come from Semir.

Most of the reason that October is known is that it used the subway media effectively.

In my opinion, the key to not say which media is good and which media is not good is whether the enterprise can seize the opportunity and conduct marketing with its own characteristics.

reporter: there are many public media in the clothing industry. For example, the print media include our clothing industry, the clothing times, the "a href=" //www.sjfzxm.com/ "target=" _blank "_xhe_href=" //www.sjfzxm.com/ "> the clothing" /a > guide "and so on. The Internet media, such as China apparel network, world clothing" a "," a "," "" "," shoes "," hat "and so on, such as" shoes "," hat "," hat "and so on.

season teacher: as a traditional media, not only the clothing industry, including other industries, in the face of WeChat, micro-blog and other new media attack, are looking for a way out.

In today's popular phrase, "pformation is seeking death, not pformation is waiting for death".

As a media person, the key is to have a correct understanding of the advantages and disadvantages of various media.

in fact, the source of new media is mainly paper media, so paper media will not be completely destroyed because of the emergence of new media.

The Internet has developed so fast in the United States, but there are still many good traditional flat media.

on the other hand, the spread of new media is relatively fast. To a certain extent, it helps traditional media to spread their own voice, especially where some paper media can not be released.

This is the role of new media in nurturing traditional media.

Therefore, I think traditional media and new media are a process of mutual promotion, but the emergence of new media has not overturned the status of traditional media.

The key to traditional media is to see clearly their advantages and publicize themselves with the advantage of new media.

It is my opinion that the traditional media should adopt an attitude of deep tillage and keeping pace with the times.

reporter: media people are a challenging career. Media work of "a href=" //www.sjfzxm.com/ "_xhe_href=" //www.sjfzxm.com "China clothing association /a" has also been adhering to the responsibility and mission of "industry for words, for enterprise endorsement and information housekeeper". Can you talk about the connotation of these three sentences? What kind of positions and boundaries will we take to complete the media work in the garment industry?

season teacher: these three sentences can be described in two words: responsibility.

As an industry media, we must first have a sense of responsibility, and we must have a fair and just stand to view the events and business development of an industry. That is to say, we should convey the correct information and direction to the industry and enterprises, and be the beacon of the industry.

reporter: since you entered the China clothing association in 2002, you have been working in the media industry for more than 10 years. What kind of thoughts have you made this choice?

season teacher: actually, the reason for entering the industry is very simple, just to survive.

Because my family is not very good, my parents are farmers. After graduating from University, I need a job to support myself and my parents.

But after a few years of work, the industry has gradually become fond of it. Seeing clothes, < a href= "//www.sjfzxm.com/" target= "_blank" _xhe_href= "//www.sjfzxm.com/" > cloth < /a >, I feel that I have made occupational diseases and will not pay attention to it without knowing it.

I can learn a lot in the process of communicating with industry entrepreneurs, professional managers and even grass-roots employees, whether they are outlook on life, values or knowledge of the industry.

I am a person who likes traveling very much and likes to go out for interviews. During the process of communicating with others, I pass my thoughts out and absorb their thoughts. I think this is a very happy process.

reporter: are there any people or things that left a deep impression on you in this process?

season teacher: of course.

I remember once I chatted with Mao Jihong, the "exception" founder, and he talked about why he didn't want to be interviewed by reporters. This may be a common problem for journalists. Many times we want to invite a boss of a company. In fact, many enterprises are reluctant to interview.

Mao Jihong said one reason and the most convincing reason. He said, if you interview me, the questions you ask are not featured, they are all questions that have been asked hundreds of times before. You are wasting my time. But the reporters have asked many good questions. As entrepreneurs, no fresh ideas and views are conveyed to journalists. It is a waste of journalists' time.

In his view, communication between two people is a process of exchange of value information rather than a chat in the mountains.

Because both entrepreneurs and journalists are very busy. How to accomplish the most valuable information pmission within a limited time is a test for journalists and entrepreneurs.

reporter: as for the point you mentioned just now, I believe that as a media person, I have a deep understanding.

Now, can you give us some advice or encouragement for colleagues who are working together in the field of media work?

season teacher: media people often run around, and also contact with all kinds of people. As time passes, they will not see clearly their future and direction, including their own life value.

As a reporter, you need to have a clear understanding of the platform you work on. Secondly, you need to think about what you can get on this platform. What kind of person do you want to be? There are many people on this platform who can you know through these people? What can you do through these resources? These are the questions that journalists need to think about.

the platform you are in now may not be the platform for your life, it is just a step on your way to life.

However, in every step, we must lay a solid foundation and continue to learn new things and accumulate new resources in the process of communicating with others.

Depending on the resources you have and your ability to improve, you can not develop your profits and make quick gains.