Chongqing Chongqing Clothing Pformation Takes The Brand Line, Soft Power Needs To Keep Pace With It.

< p > in the national a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > market to start the "contraction" strategy, Chongqing local garment enterprises are expanding against the trend.

Recently, the Business Daily reporters visited the market to learn that this year, many local brands have accelerated the pace of opening shops, and some have opened 4~5 stores on average.

However, industry experts have warned that in the meantime, the soft power of design and service must keep pace with the expansion of enterprises, and avoid stepping into the extensive "horse race enclosure" expansion of early garment enterprises.

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< p > local clothing accelerate shop opening > /p >

Recently, after entering the new century and Wanda Department store, Chongqing's local high-end men's clothing brand, JCA P Monument for Liberation Wangfujing shop has also officially appeared.

It is understood that this year, C Nijna has opened more than 30 stores in Chongqing, Guiyang, Chengdu and other places, equivalent to a new 4~5 family in a month.

According to Nijna, the mall will also be located in Nanping Baisheng, Shapingba Wangfujing and Chengdu Moore department store in the second half of the year.

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< p > Business Daily reporters also learned that, apart from Nijna, Chongqing clothing King, dream clothing and other local clothing brands are also accelerating brand expansion.

Chongqing tree King market personnel briefed reporters, is currently developing the second half of the shop plan, now the focus is brand promotion and quality improvement.

Zhuo Xiaohong, general manager of dream clothing, also said that in the second half of this year, there will be more investment in the store and store image.

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Duan Yuanhong, the head of the western style clothing, said that within 500 years, the store of the western style clothes should be developed from more than 100 to P, so that the "Duji" brand will go to the whole country.

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< p > "we must have brand support to do retail business."

Ren Xiaogang, Secretary General of the Yuzhong a Association target=, "_blank" href= "http://www.91se91.com/" > clothing "/a", said in an interview with a Commercial Daily reporter that this year Chongqing faction boutique city is also pforming from the original wholesale mode to the retail mode. The association also plans to seek cooperation with shopping malls all over the country so as to allow more brands to enter the shopping mall.

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< p > Transformation: take the brand line < /p >.

< p > behind the brand expansion of local clothing brands, the whole garment industry is undergoing qualitative changes.

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< p > "the clothing industry is no longer a low threshold industry."

Chen Shangfu, executive vice president of Chongqing apparel industry association, said that the clothing industry is not everyone can enter hastily. If there is no brand and development potential, it will be difficult to develop.

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< p > Ren Xiaogang said that most of the local garment enterprises were small workshop buildings, and sales agents were mostly agents through distributors.

However, in the downturn of the garment industry, this mode has not worked. Enterprises must strengthen their brand building, so many enterprises begin to pform to brand line and increase the speed of opening stores.

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< p > "this also confirms that the garment enterprises in the future must take the road of brand."

Chen Shangfu explained that last year, the Municipal Commission of letters issued the guiding opinions on further accelerating the development of garment industry of < a target= "_blank" href= "http://www.91se91.com/" > textile > /a >, encouraging clothing enterprises to pform into brands.

However, there are only two well-known trademarks in Chongqing's clothing brands, and 1~2 is expected to be born this year.

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< p > from the effect, brand value is deciding the profits of garment enterprises.

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"P" Chen Shangfu revealed that, from the development of the clothing industry this year, the overall decline trend, but because of the brand added value promotion, Chongqing local scale of the enterprise sales profits showed an upward trend, for example this year 1~4 month, the total of the 67 garment enterprises above the size of the city's total profit of 138 million yuan, up 9.22%.

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< p > for this, Duan Xiaoli, director of Nijna direct system, also revealed that sales of Nijna increased by 30% over the same period last year, for example.

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< p > in terms of influence, the role of brand is also gradually emerging.

It is very difficult for local clothing to enter the shopping mall. Local brands can hardly get large stores, with an average of only 30 square meters, but now they can get hundreds of square meters of seats as long as they are more loud.

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< p > recommendation < /p >

< p > soft power needs to keep pace with < /p >.

< p > industry insiders say that for many local brands in Chongqing, the lack of popularity is a big injury. Since last year, the entire garment industry has entered a period of adjustment, which just gives local clothing brands an opportunity to adjust to the real brand.

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< p > but Business Daily reporters understand that Chongqing's local brand stores are still concentrated in the southwest.

A number of enterprises say they will gradually move from the southwest to the whole country.

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< p > for this reason, Jin Hongyuan, executive director of the general school of international business of China Research Institute, pointed out that at present, the domestic garment industry has officially moved towards the retail era.

Today, when retail is king, enterprises must re understand the "new generation of consumer groups" and avoid the traditional mode of grabbing the market.

When the local brand of Chongqing goes to the national market, brand design, quality, service and other "soft power" must also keep up.

Rather, we can create brand strength by subdividing styles and refining marketing simultaneously.

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< p > "now open shops are planned to enter large department stores, mainly to expand brand influence."

In this regard, Wang Yulin, manager of the department store of JCA, said that clothing companies today focus on store image and service, and pay more attention to the style and quality of goods.

For example, 8 of the 10 new stores opened by Nijna in Chongqing this year are in large department stores. In the early stage, they are very particular about the unified design of the store image and the positioning of their styles.

At the same time, in order to ensure the novel style, Nijna currently has R & D centers in London, Hongkong and Shanghai.

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