The "Outlet" Of Fujian Style Clothing -- Brand Reengineering

< p > Haixi a href= "http://news.sjfzxm.com/news/zhengce/20130506/340719.html" > Fashion Week < /a >, cross strait textile and clothing Expo, 100 min faction clothing brand exhibition.

Since last month, Shishi, a famous leisure wear city in China, can be seen as a good actor.

Entering many field activities, the reporters found that compared with similar exhibitions in previous years, fashion custom made, < a href= "http://news.sjfzxm.com/news/shichang/20130506/340730.htm" > electronic < /a > volume, analog design, popular color self adjustment and other new elements are almost everywhere.

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< p > signs show that the current min faction garment industry is trying to get rid of the bottleneck of homogenization and enter a new stage in pursuit of individuation, fashion and differentiation.

Behind this series of new elements, a hot word is flashing - < a href= "http://news.sjfzxm.com/news/fushi/20130505/340547.html" > brand reengineering < /a >.

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< p > let's look back at the licensing of Fujian style clothing, < a href= "http://news.sjfzxm.com/news/fushi/20130506/340712.html" > track < /a >.

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< p > in the 90s of last century, after initially completing the accumulation of capital and production capacity, a group of Min clothing enterprises centered on Shishi and Jinjiang carried the brand of the brand and launched the first round of licensing movement.

These enterprises generally adopt the mode "< a href=" http://news.sjfzxm.com/news/xieye/20130503/340298.html "> celebrity endorsement + advertisement < /a >".

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During the period of "P", it was the early awakening of Chinese brand consciousness.

The mode of "celebrity endorsement + advertising" fits the consumer psychology of people following the crowd and has been greatly successful.

The formation of the Fujian style clothing team has basically laid a place in the whole country.

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< p > however, since entering the post crisis era, the mode of "celebrity endorsement + advertising" has been widely replicated throughout the country, resulting in an abusive trend. Chinese people have obvious aesthetic fatigue, diminishing marginal utility and decreasing the ratio of input to output.

The reduction of brand premium will directly lead to the decline of single store sales and the decline of profit margins.

Over the past few years, many Fujian faction enterprises have fallen into the trap of licensing and development.

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< p > how to break through? < /p >

< p > < < a href= > http://news.sjfzxm.com/news/shichang/20130503/340296.html > > Haibo < /a >, Yang Ziming, President of CABBEEN apparel, bluntly said that the entire Fujian garment enterprises are facing a new development dilemma. We must innovate, innovate and innovate, and boldly enter the brand reengineering to usher in a new round of glory.

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< p > in Yang Ziming's view, brand reengineering should not only innovate in form but also in content.

In the context of continuous upgrading of consumption, we must speed up the segmentation of the market, conduct three-dimensional actions in the fields of color, style, fabric and so on, and comprehensively guide Fujian party service enterprises to move towards the personalized era.

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< p > "this is an era of individuation. Clothing must be combined with people with distinct personality to conform to the trend of the times.

At present, clothing brand must first be the brand of individuality.

Yang Ziming said.

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< p > as the fashion brand originating from Shishi, CABBEEN clothing has paid great attention to differentiated development in recent years.

Yang Ziming introduced that, in the face of the increasing cost of marketing and brand maintenance, the company abandoned the original expansion mode of the store and turned to a small batch, multi style and customized sales mode to maximize the efficiency of the single store.

In this round of the garment industry slump, CABBEEN moves against the trend, becoming a low inventory industry.

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P is not just an enterprise, but the government is also promoting brand reengineering.

Since last year, Shishi launched "a href=" http://news.sjfzxm.com/news/xieye/20130502/340202.html > Milan plan < /a >, invested tens of millions of yuan, and guided enterprises to accelerate to fashion.

In addition, Shishi also joined the US Oracle Corp, one of the top 500 in the world, to build a cloud platform for innovative development of textile and clothing, which integrates digital brand display, online offline sales and digital garment design.

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"P", of course, the whole of Fujian school clothing industry brand reengineering has just started, many enterprises are still at a loss.

It can be predicted that under the background of overcapacity in the current industry, the reconstruction of Fujian clothing brand will be a process of ebb and survival of the fittest. Eventually, a batch of traditional clothing brands will fall down, and eventually a group of innovative brand enterprises will stand out and form new competitiveness.

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< p > how to pform and upgrade, test the a href= "http://news.sjfzxm.com/news/fushi/20130427/339702.html" which is very serious under the same homogenization and competition, and "Min Pai" /a.

If the past brand is flat, then the brand reengineering is systematic.

This puts forward higher requirements for Fujian faction's service enterprises in many aspects, such as talent reserve, technology application and so on.

Perhaps in the near future, there will be revolutionary subversion in the sales channels, profit models, and licensing paths of Fujian style clothing.

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