"Ningbo Brand" Needs Innovation Urgently

"This year's clothing festival,

The Chinese fir industry has launched the advanced industry concepts such as "famous brand strategy", "designer brand", "intangible assets operation", "multi brand and internationalization" before the Chinese clothing industry. It has successively cooperated with the famous international fashion industry groups such as Itou Tadamori, Italy, France, and so on.

In particular, Japan's Itochu trading company, which owns 140 brands, has entered into a strategic joint venture to enable Shanshan to catch the "globalization" express.

Shan Shan has been adjusting the brand members of "fashion plate" to win the fittest and create a brand forest suitable for its survival and development.

"Our S2citylife brand has exceeded 100 million yuan in annual sales."

Li Qiming said that Shan Shan has created 10 clothing brands, and S2citylife is the representative of the second wave brand of Shan Shan, positioning the urban fashion crowd.

Li Qiming told reporters that in the future, Shan Shan is committed to creating "the first choice for international brands to develop the Chinese market" in the "fashion sector", making full use of international resources and advantages to make the domestic market, developing high-end brands and not giving up.

"At present, more than 80% of garment enterprises in China are still in the era of" single product ". When they are playing brand, they should consider brand positioning and carry out a series of combinations, and the brands should also be subdivided.

In Li Qiming's view, the internationalization of multi brands will become a trend.

In fact, several garment enterprises in Ningbo began to take the road of many brands.

Bo Yang, Taiping bird and other enterprises are holding more than just one brand.

Even in recent years, YOUNGOR has changed its past, relying on YOUNGOR's brand support situation, and has shown a new brand through the market segmentation. It has completed the fashion pformation and market segmentation from the single classic YOUNGOR of the year, through the spin off, acquisition and brand new mode.

MAYOR, YOUNGOR, GY, CEO, HartSchaffnerMarx (Hao Shi MAI) and Han Ma family six brands, or business or leisure, or gentlemen or intellectually, all the leading.

Another phenomenon worthy of attention is.

Some new brands have been rising in recent years, and the cards and markets are good.

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"Brand is the backbone of enterprises and the core competitiveness of enterprises. In recent years, the brand awareness of Ningbo garment enterprises is getting stronger and stronger. This is a gratifying phenomenon."

Zhou Xueming, deputy director of the Ningbo economic and Trade Commission and the executive director of the Organizing Committee of the clothing Festival Committee, said that YOUNGOR launched the GY fashion young men's wear brand and Shanshan launched the S2 urban white-collar clothing. This shows that while the emerging brands are rising, the old clothing enterprises are also developing in innovation and becoming more fashionable.

But the old clothing enterprises are facing changes and innovation. How to better attract young consumer groups need to find ways to unite more young consumers such as 80 and 90.

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Sharp decline in brand profitability

As the birthplace of the Chinese red gang tailor and the well known Chinese clothing city, Ningbo has 20 famous Chinese brands and 25 well-known trademarks in China.

But a reality can not be ignored too: Sales of many brands are declining.

Zhejiang Textile and Fashion College's "2010/2011 Ningbo textile and garment industry development report", which was presided over by Zhejiang Textile and Fashion College, pointed out that the construction of clothing brand in China is also faced with problems such as shortage of labor force, rising production cost, double loss of design and research personnel and channel sales personnel, sharp shrinkage of brand profit space and so on.

The report points out that the rise of cotton prices in 2010 led to a rise in yarn and fabric, which aggravated the cost of garment enterprises. The cost of clothing industry generally increased by more than 20%, and clothing enterprises were also faced with the pressure of financing difficulties and rising commercial rents.

Compared with international brands, Ningbo textile and garment enterprises lack of channel sales personnel. Brand promotion costs are high, inefficient and single means.

Foreign brands recommend simple style and high efficiency.

Business models need innovation

The competition of clothing brands should be comprehensive competition such as comprehensive strength and integrated marketing innovation, including the brand innovation capability and the fission of development mode, the expansion of marketing channels, etc., and we can not simply consider the scale of enterprises.

Li Qiming believes that Ningbo clothing enterprises need to innovate their brands. If Ningbo clothing enterprises still stop at the output value, the size of the shipbuilding industry will be more inappropriate than that of tonnage.

Li Qiming, for example, said that foreign brands POLO are not the most high-end, everyone can adapt to it, and it is international. It is not a luxury brand. The annual sales volume of a single brand can reach 10 billion.

In contrast, the current domestic brand marketing is extensive, for example, the size of Zhejiang is equivalent to Germany, the domestic market has considerable potential, but there is no fine operation, market segmentation is far from enough, and it is urgent to innovate in business mode.

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"While promoting brand, we should pay attention to the quality of sample clothing and fabric, and study the trend of new life style in the future, such as wind protection, heat preservation, sweating and other new environment-friendly materials, but they will never change from the market. Design and research and development need to change from product planning to commodity planning."

Li Qiming believes that Sugisugi Ichino's brand promotion will also promote the merger and reorganization of enterprises and brands, and integrate industrial resources, eventually forming a force that can continuously promote the construction of clothing brands.

Just last month, about 180 acres of oorles Commercial Plaza opened by Shanshan and Japan Mitsui realty Co., Ltd., about 130 brands of domestic and foreign brands entered the commercial square.

In the next ten years, Shanshan Group also plans to build 15~20 Oteri J in China.

"Shan Shan will not abandon clothing business, the future is ripe, in addition to the existing brand, Shan Shan will consider acquiring some first-line or second-line clothing brands in Europe, and expand the main garment industry."

Zheng Yonggang, chairman of the board of directors of Shan Shan, made it clear.

According to the reporter, Shanshan stock is currently the main platform for the clothing business of Shanshan. In 1999, the income of clothing business of Shanshan Group was 782 million yuan, and in 2010, the clothing business income reached 1 billion 528 million yuan, an increase of about 95%.

The whole Shan Shan Group's sales volume reached 14 billion 200 million in 2010, and that of Shanshan in 2018 was 100 billion yuan.

"The innovative business mode of Ningbo garment enterprises may draw on some foreign experience and practices of clothing brands."

Zhang Xiaofeng, vice president and Secretary General of Ningbo Garment Association, said.

Zhang Xiaofeng introduced that ZARA brand has strong letter recognition ability, which can provide the shopping environment of the quasi line brand, and can provide the brand's fashion innovation power. But the price is positioned at the price of the three or four line brand.

Although it is a popular brand, its reaction speed is fast, and its absorptive capacity to the first-line brand is amazing.

Li Qiming also believes that the ZARA brand is rich in hi-tech and information: first, the super sensitive response of market demand; two, the logistics system is in place; the three is to follow up with the speed of the big brand, the first wave of the big brand, and the ZARA second wave to follow up immediately.

Besides, Ningbo's clothing brand should also learn from other countries.

The fashion show of Ningbo clothing enterprises is hundreds of thousands or even millions of millions, while the overseas fashion issue is concise, but carefully planned, and the details are handled. The purpose is to pass on information to professional buyers, launch a new design concept, attract the attention of retail groups and guide consumption, and also have the "show" that is positioned in the fashion trend. The function is to lead the fashion, advance the step ahead, and embody the insight and strength of the clothing brand.