OBBLIGATO/&Nbsp; SONG&Nbsp; OF&Nbsp; SONG&Nbsp; Advanced Custom Brand.

In 2012, the global economy was sluggish. China's first time to reduce its growth rate to 7.5% in the past 9 years, despite the positive trend of "domestic demand", has become increasingly pressing in the domestic garment industry, which is in the white hot competition. Raw materials and labor costs have been rising, European and American orders are declining, homogenization of products and difficulties in channel homogenization. In this context, the introduction of world-class resources to develop the "blue ocean" of market segmentation, some high sensitivity domestic clothing brands have begun to run. According to a Market Research Report of the film fashion group, which has been cultivated for nearly twenty years in the domestic women's wear market, the fast growing high-end consumer groups are increasingly not satisfied with the same batch of machine made garments. The advanced customization of clothing made by hand, personalization and high quality has become the first choice of their clothing consumption and the status symbol. The total consumption of luxury goods in China has accounted for 27.5% of the world's total. In the next 5 years, it will account for the first place in the global luxury consumption. As a "quasi luxury", the women's clothing in China has a market capacity of up to 100 million yuan. Accordingly, the group decided that the opportunity to rapidly promote the "high-end customization" of women's clothing has arrived.

At the end of March, Li Bingbing, a popular fashion star, joined hands. shadow Fashion Group's two luxury women's clothing brand SONG OF SONG song and OBBLIGATO Olivia in Beijing officially announced the march into the advanced women's clothing industry. In the marketing mode, it has invested huge sums of money to set up high-end clubs in the prime locations of boutique shopping circles in Beijing. From a gorgeous customized SHOW, a high-end customized clubhouse service was launched in China.

Domestic brands should seize market discourse power.

It is understood that so far, the largest market in China's women's clothing market, there are not a few listed companies, the forward-looking ability of domestic brands, the ability to quickly integrate resources to meet the changing market demand per second are slightly inadequate. More than 90% of garment enterprises are old fashioned in pursuit of the old mode of scale and sales. It is hard to get rid of the vicious cycle of rising cost, declining profits and increasing inventory.

Marketing Godfather Kotler once pointed out that China is most likely to be born in the world class. brand The clothing industry. The population is the world's first and the market potential is two, which is the soil of "world-class brand". Clothing is different from other consumer goods. It contains the cultural connotations of distinct times, and must conform to the changing trend of fashion. China has 5000 years of civilization history, and has the essence of more than 50 national costumes. It provides a natural creative source for the "world-class brand", and women's clothing is precisely the benchmark for various trends in the fashion industry. It is the key index for domestic brands to compete for market discourse. The multi-level and multi-dimensional consumption of women's clothing also brings huge space for high-end brands to pursue some brand enterprises, which can completely raise the Chinese national brand.

It is against this background that the news of OBBLIGATO Olivia and SONG OF SONG song goes into the advanced women's clothing industry, such as a pound blockbuster in the industry, causing great waves in the industry, causing the attention of the design community, clothing dealers and some investment institutions. Zhang Chunzhi, CO director of China Merchants Securities (Hongkong), which has been tracking textile and garment industry for a long time, said that advanced customization is "diamond in fashion", occupying the Pyramid tip of the entire garment industry. Its pricing mode is no longer a universal daily product, but it rises to the height of art valuation standard and will change the profit structure of the whole enterprise. Zhang Chunzhi pointed out that the "custom-made" category of customers is price insensitive, and the added value of services around customized products is higher than the value of the product itself. Brand new Business mode.

At present, there are 19 garment enterprises in Shanghai, and the fate is uncertain. In 2011, IPO's textile and garment enterprises are everywhere. The reasons are different. For example, Japan's brand UNIQLO agent, Li Rui Rui, the main business gross margin and sales net interest rate are obviously higher than the same industry level, but there is no reasonable explanation. This year, the two degree "pass through" Wenger took the lead for the first time because of the inventory turnover problem. "In general, there is no bright spot in the profit model." Lin Jingxin, a marketing expert at Zhongshan University, thinks that if OBBLIGATO Olivia and SONG OF SONG song "high-end customization" can break through a new road, it will be of great significance to the reference and reference of the entire garment industry.

Innovative marketing, "club mode" to redefine the market

It is understood that the fashion group has introduced the top marketing organizations for a long time, and has carried out a variety of data based profit models for research and demonstration. It decided to adopt the "high-end club" marketing and service mode for the first time in the industry, providing exclusive services to customers, and cultivating multiple "one stop profit growth centers" in Beijing and many other places.

The advanced customization conference was held at the Beijing Beijing Trade Center's SONG OF SONG song, the high-end custom club, in the boutique shopping circle of the city. The communication between designer and garment is the first step of advanced customization, including the size of the garment cutter, the emotional characteristics, personality types, personal aesthetic preferences and walking habits. According to the introduction, after the first communication, the designer and the clothes designer will also complete a number of processes including the revision of the design plan, the selection of suitable fabrics, the revision of the edition, the manual cutting and production. From the beginning of the communication between the designer and the designer, it will be a dialogue between the wearer and the beautiful and the real self after several months, and the designer has transformed himself into the "lifestyle director" role of the wearer. A private investment boss who made a special trip to the market examines the phenomenon. This club mode has subverted the way of producing the value of the universal clothing industry. Soft service has replaced hard products, from customer development to product delivery and after sales service. The profit mechanism has been flexibly extended in time, and a new profit reengineering process has been constructed.

It is understood that OBBLIGATO Olivia and SONG OF SONG songs are the two luxury women's brands of Shenzhen film fashion group. The consumer groups have strong consumption ability. Before entering into the advanced customization women's clothing industry, the two brands have gradually tested the advanced custom business in order to satisfy customers' need to manifest themselves and reflect their value. They not only accumulated valuable experience of customization, but also had a large number of loyal customer resources. In order to further expand the scope of business, the two brands have not only trained a group of professional service teams, but have also established the mechanism of "selecting, using, cultivating and retaining" the design talents. The designers from Italy, the designers studying in English and France, and the domestic cutting-edge designers jointly set up the design team of the advanced customization. In addition, the transformation and upgrading of garment enterprises and the establishment of an independent service system outside the original channel service system are also imperative. For the fashion group, the high-end club mode is carrying this historic mission.