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Zhang Rui Talks About Fashion Brand And Needs Remolding Business Mode.

2014/3/14 13:25:00 28

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December 1998, Chongqing's first international a target= "_blank" href= "http://www.91se91.com/" > clothing "/a" Cultural Festival was held.

The concept of "Chongqing style clothing" was first put forward.

In the past few years, P has become a synonym for the OEM of famous clothing brands in Chongqing.

lack of brand packaging consciousness. After the production and marketing promotion mode, there is no relatively centralized production and processing base, and the upstream and downstream production chain is not systematic.

nowadays, there are more than 2000 clothing enterprises with independent brands in Chongqing, but only one well-known trademark.

From P to 2010, a group of costumes began to rethink and hire overseas "a target=" _blank "href=" http://www.91se91.com/ "designer" /a "to promote original brands and invite first line stars to endorse.

brand has become an important topic of Chongqing clothing.

what is so special about clothing enterprises creating brands?

what is the easiest way to enter fashion brand?

reporter to talk to the national brand associations organized the joint meeting, Secretary General Zhang Rui.

reporter: there are more than 3000 clothing enterprises in Chongqing and only one famous trademark. What do you think is the most important reason for this phenomenon? What are the difficulties for clothing enterprises to create brands?

Zhang Rui: style is a very important factor in clothing production.

Now the phenomenon of garment homogenization is more serious, and now the brand of the entire clothing industry is very large, and the competition is fierce.

Moreover, the combination of different colors, size combinations, combinations of length and so on in clothing styles, and so on, produce a large amount of clothing, resulting in a great cost in production management and operation.

Although the single piece is less than a target= "_blank" href= "http://www.91se91.com/" > clothing < /a >, the profit of selling is very high, but it is easy to backlog the stock without paying attention to it, resulting in high cost.

These are the places where brands need to be overcome.

reporter: is it possible for Chongqing garment enterprises to build a brand line to face more severe competition to stand out and build brands?

Zhang Rui: I think it's too difficult to talk about clothes and create brand in traditional space.

If we build the clothing brand line according to the traditional way, it is difficult to estimate the traditional business mode.

Generally speaking, the competition has been basically settled if we take the traditional shopping routes.

There is little room for brands under traditional business models.

Because the market structure has been basically stereotyped, we know that these brands have occupied all kinds of resources, such as the core channel resources and production experience.

If you do not reach a very strong consumer group and core competitiveness, it means that you have to compete in a traditional way. Basically, I don't think you have the chance.

So we must talk about building brand under the premise of reconstructing the business mode.

reporter: how to abandon the traditional business model?

Zhang Rui: the first thing to do is to remodel the business mode, for example, to customize a certain type of consumer group, to take the specific route of a specific group, or to take different product type routes, such as the cheongsam in Jiangsu.

our association is also exploring a pattern of organizing hundreds of entrepreneurs into an alliance.

Among them, the special design of customized garments is a chance for me. There is a sales channel, a trademark, and the other side has the ability of processing and production. The business mode must be reinvented.

Traditionally, it is difficult to compete, and clothing enterprises will lose money if they do not pay much attention.

business mode to solve the problem of enterprise consumption groups.

A good idea is to first get the consumer groups into the hands, then do brand design, commission processing and so on.

reporter: can you talk specifically about the alliance custom clothes?

Zhang Rui: the way that you just said, entrepreneurs can specifically develop a shared culture of "a" target= "_blank" href= "http://www.91se91.com/", "dress less than /a", "watch" or clothing because of the common belief group, for example, the consumer group itself is not short of money.

The production volume is determined according to the order of the consumer group, which can reduce the inventory pressure.

Then design clothing styles.

Even every customer is looking for a designer to design for them.

They can also brand families, such as making family badges and badges.

I think it is quite possible for the current clothing to take this cultural line.

reporter: clothing enterprises embark on the road of brand is a very difficult matter. Does this mean that capital and manpower need to be invested in every aspect?

Zhang Rui: there are some industries that invest heavily in making brands.

But brand is an idea, such as the behavior that happens to every employee, and every scene of consumption is a message of brand pmission.

So making brand has high cost and low cost. Generally speaking, high cost means advertising, but there are many kinds of strategies at low cost, such as social media on the Internet, micro-blog, WeChat, and newspapers, newspapers, conference forums and so on.

High cost popularity will grow faster, and returns may be faster. Low cost is accumulated day by day, and every day is adding points to the brand or getting feedback from consumers.

reporter: can you share with us the strategies and tactics involved?

Zhang Rui: there are too many strategies. Some entrepreneurs' brand is through hot events, with the help of public opinion, with everyone's attention, and going with the news, I think these enterprises are at the forefront of reform.

With the help of public opinion, it is a good thought.

reporter: what is the most frequently encountered problem or the easiest way to enter the fashion brand building? How do you deal with it?

Zhang Rui: brand building is a system, so is clothing brand building.

These aspects tend to be more prone to ideological problems, such as the understanding of consumer groups, such as the situation of many enterprises, the deviation of consumer groups, or the fact that market research is not solid enough.

Under the new business mode, P has high investment and low investment.

Business models are chosen by an enterprise. There are dozens of different variables that affect it.

The main thing is to follow the business model.

at the same time, because of the serious homogenization phenomenon, we must take the strategy of differentiation.

reporter: some coastal garment enterprises choose to buy small brands in Europe. Do you think this method is suitable for Chongqing clothing enterprises?

Zhang Rui: actually, this practice is quite common in coastal areas. No matter what the specific operation is, there are many domestic practices. This is because many enterprises that have been exposed, so I think buying European small a href= "http://news.efu.com.cn/ newsview-1055402-1.html" > brand < /a > should be cautious for garment enterprises.

From the perspective of corporate strategy, this is correct, because European brands are indeed attractive to consumers.

Buying a small company may not matter much, but once the company is bigger, it will be easy to be exposed. In that case, all the tangible and intangible assets of the company will shrink or even disappear.

There are risks, but it is possible to get out of the world.

, so I think we should be cautious.