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Who Will Become The Next Example Of Change In China'S Apparel Industry?

2014/3/30 13:12:00 31

after experiencing the global economic downturn and the sluggish domestic demand market, China's a target= "_blank" href= "//www.sjfzxm.com/" > clothing < /a > industry began to bid farewell to the era of extensive growth. The product quality, design innovation, mode innovation and brand building have become the key to decide whether the garment enterprises can achieve pformation in the predicament.

as the helmsman of the product design field of Kowloon king, facing the changes of the consumer market in recent years, Zhao Yufeng is most concerned about how to pform products and make the target audience like things.

But change is easy to say, and how to project changes to products is also the biggest problem that plagued Zhao Yufeng.

"although the men's wear industry has been talking about innovation, the status quo of the industry is still homogenization."

Zhao Yufeng said that not traditional men's clothing enterprises do not want to innovate, but how to innovate and how to make product differentiation is the biggest problem of their way of innovation.

obviously, facing the difficulties of change is not the traditional men's wear industry. For many children's clothing enterprises, facing the increasingly diversified terminal channels, how to promote them has also become a problem before them.

"although we are doing well in the physical channel, we also want to seize this development opportunity in the face of rapidly developing e-commerce channels."

The director of the operation of a well-known children's wear brand told reporters that because of the failure to learn from the success of the "model", the development of the online platform on the brand is basically based on its own exploration, which also allows enterprises to take a lot of detours.

for this reason, more and more enterprises facing pformation puzzlement will rely on the innovators of the industry to get out of the predicament.

But who is the innovator in the past year who qualifies as an innovation model?

find the innovator /p >

"P" in the past 2013, for a lot of clothing < a target= '"_blank" href= "//www.sjfzxm.com/" > clothing < /a > is a very difficult year.

Faced with the sluggish domestic and foreign market and the changes in the consumer market, many enterprises failed to withstand the test of the market and were eliminated in the competition.

at the same time, in the traditional business men's wear market, many well-known men's clothing enterprises have also seen a significant decline in sales, and the market is worrying.

"many traditional men's clothing enterprises are mainly developed by the group purchase business of tooling and order.

Tooling orders help traditional men's clothing enterprises open their fame while making their products hard to break through in design. Most of them belong to tooling styles, and it is difficult to adapt to the changes and new demands of the current consumer market.

But this is not a bad thing for Ray Tibor, vice president of Lu Shan.

Lu Shan told reporters that if it is not for the difficulties faced by these enterprises in the sales market, it may be difficult for them to summon up the courage to change, and at the same time, the bottlenecks they face can also provide new opportunities for other men's clothing enterprises.

in the traditional business men's wear brand, YOUNGOR is definitely one of the earlier ones.

when other business men's clothing brands are still struggling for product innovation, YOUNGOR has already focused on the changes and combing of the terminal consumer market.

Taking into account the new changes in the consumption of men's clothing by the younger generation of consumer groups, YOUNGOR subdivided the men's wear market and launched the sub line brand GY to meet the consumer demands of young consumers on fashion and business casual for men's wear.

"P" is precisely with this kind of "no break" change courage and forward-looking vision, let YOUNGOR in recent years, the industry sluggish environment, still maintained an average annual growth rate of 15%~20%.

Even in the first half of the first half of 2013, when the domestic demand was seriously declining and the garment enterprises suffered large losses, the recovery of YOUNGOR clothing money still made an increase of 6%.

at the same time, not all successful people are entitled to the title of the innovator. Those who know how to reflect and learn from failure are worth our affirmation and study.

After all, there may be different reasons for success behind every successful brand, but many businesses fail because of the same reason, and the lessons they spend on them are extremely valuable at this time.

from this level, Lining is definitely a good learning object.

Lining, who has experienced several changes and failed several times, has long learned to restore confidence and change in adversity.

In the past, those unsuccessful experiences also made Lining redefine the plan and direction of the next change.

In the end, Lining decided to focus on his traditional strengths and launch a series of reform initiatives, focusing on the "Three Focuses" strategy, focusing on the domestic market, focusing on Lining, focusing on sporting goods business, and actively pforming to the retail oriented business mode.

focusing on the domestic market, Lining signed to become CBA's equipment sponsor for the next 5 seasons, striving to seize the huge development opportunities of the domestic sporting goods market; focusing on the core brand, during the London Olympic Games, Lining sponsored and supported China's 5 gold medal "dream team", Li Ningao corps and more than 600 Olympic athletes all over the world. Focusing on the core business, Lining gradually formed a product layout with basketball, running and badminton as the core category, and built a more professional sporting goods brand image through sports resource marketing and product innovation.

for large enterprises, a trial and error of a change may be harmless to the whole operation of the enterprise. For the small and medium-sized enterprises in the apparel industry, because of the lack of strong funds, they are more inclined to have targeted and precise changes.

And the realization of this change is inseparable from the successful enterprise experience and learning.

this is not only a list .

in order to ensure the fairness and authority of the list, the survey adopts international practice. Based on the relevant public monitoring data and the clothing sales of the national key shopping malls in the national commercial information center of China in 2013, it recommends the nomination brands for each award. Then the authoritative jury will conduct further news survey on the nominated brands, and finally select the 2013 models of Chinese men's wear, the Chinese model women's wear brand, the Chinese model children's wear brand, the Chinese example sports brand, the Chinese model underwear brand, the Chinese model cashmere / wool brand, etc.

in the evaluation of nominated brands, we mainly investigate 10 indicators: nominating brand market share to maintain growth momentum; nominating brand's strategic foresight; nominated brand by current and potential consumers; nominating brand to the structure of the industry; brand name's guiding power to consumer culture; nominating brand's control over product industry chain and value chain; nominating a href= "//www.sjfzxm.com/news/index_c.asp" > brand < /a > controlling competition and monopoly; nominating brand's innovation in management, development and marketing; nominating brand's social influence; nominating brand has a considerable audience.

perhaps, the experience of these enterprises may not be suitable for every enterprise, but we hope that these forerunners in the industry predicament can bring some changes and lessons to the garment industry that is in pition, and let us find more worthy examples in the next evaluation.