New Channels Of Clothing Industry: Innovation And Cross-Border Cooperation

On the morning of November 24th, in 2012 China clothing The forum's parallel meeting "channel: innovation and cross-border cooperation", the participants from the brand image, humanistic care, internal and external causes of enterprises combined to give their respective answers.

Chen Peng, President of NC.STYLE international brand brokers, stressed at the meeting: "enterprises should not rely on industry intuition to make judgments when they are in the market. They need to make prudent decisions by means of scientific decision-making." She said that the precise vision is the beginning of success, and the same is true for brands. The failure of many international brands in China is due to the failure to find suitable agents, failure to do well in marketing and promotion, lack of understanding of the needs of Chinese consumers, and blind entry into the Chinese market.

Chen has a deep feeling in the case of NC.STYLE. "NC.STYLE was founded in the Hutong of the commercial area of Beijing. In Tokyo and New York, the very cultural brands were produced in the back streets. We hope that when you start talking about it, NC.STYLE is built in a Hutong of Beijing, and it is obvious that the image of the brand is very important. Our business objective is to create a complete and applicable system for all kinds of brands. This needs to be constantly updated, because the market is too fast, and we must constantly improve and perfect it so as to promote the development of Chinese clothing culture.

Nowadays, we are full of exploration and exploration in the way of diversification of sales channels. How to make the diversified and inclusive channels develop? This problem needs us to think together. "In Tonlion, we will first make a division of the brand image of the product, then we will make some adjustments to the product design, and coordinate the R & D, production, procurement, and ultimately complete the product production. We will re classify the target consumers' values, lifestyles, needs and the positioning of clothing in the second half of 2011. Besides, the traditional part of the enterprise should be innovating before, the innovation comes from the innovation of consumers and channels, and the needs of consumers, so we must always comply with the change of market demand." Ningbo Bo Yang Clothes & Accessories Ying Chunguang, general manager of Tonlion brand, Ltd.

Chen Chun, deputy general manager of Ruian real estate, Hongqiao, from the perspective of integration between the commercial real estate industry and the cross border industries of garment industry, analyzes: "Shanghai Xintiandi is a very proud story in our company. It does not follow an established road, but is a pioneer of culture and innovation. Culture is a very important point in building business. The Oriental new world is constantly combined with culture in the process of operation, which is the foundation of long-term vitality."

"Xintiandi fashion" is the three phase of Shanghai Xintiandi shopping malls, specifically designed to build China. Designer The shopping center of brand idea, they do not need a shop or a space, he needs a platform. Whether it's architecture or culture, it's all about efforts and work for people's way of life and quality of life, so it's completely integrated. Chen Chun said.

Wang Yao, vice president of the China Federation of Commerce, commented: "when you build a store, you need to pay great attention to the clothing brand. The landmark is popularity. The landmark itself has two meanings, one is architecture, the other second is location. Because this is the two point one building, one designer brand, no matter what to do, the most important thing is to attract people.

Wang Yao pointed out that as the market continues to change, if the brand changes according to the original market department, then it will definitely be eliminated by consumers. Consumers now pay more attention to the brand itself, that is, the value of the brand itself determines the value of the brand rather than the external force. In addition, consumers in the Chinese market have risen to brand culture and pursuit of ideas, not just to a certain garment, so the entity store delivery is a concept and culture. "I hope that garment enterprises can dig out their own culture and show their own culture."

Zhou Yong, President of Dalian Si fan clothing and Accessories Co., Ltd. concluded: "just now, President Wang has always stressed the need to enhance the intrinsic value of ourselves. We are doing innovation and making breakthroughs in enterprises. This is a fundamental. Innovation is not blind innovation. It is based on the connotation of brand, and is based on the innovation of brand communication."

"In a word, under the current situation, we must expand the contours of thinking, create a wide range and broad sense of innovation, cross boundary cooperation, and quickly form productive forces at the terminal, so as to achieve advanced brand success in brand production." Finally, Zhou Yan pointed out that eight words should be "innovative and boundless".