Listen To The Aspirations Of The Clothing Business Operators: 2012, Seek Opportunities In Change.
From 2003 to now, every year
China Fashion Forum
Before the start, Secretary General Wang Jun would fly to various cities to chat with well-known clothing entrepreneurs in China.
With regard to the current development of the garment industry, the theme of the forum for the new year is a deep and close chat, called "flight interview".
March 4th -12 is the time for this year's "flight interview".
Around the theme of this year's forum, "building a Chinese clothing brand under the world pattern", the topic of the "flight interview" is discussed extensively: they talk about the future of Chinese fashion design, the productivity of aesthetics, the order of consumption and the logic of brand, the brand building of high cost era, and the reconsideration of e-commerce and new media marketing, financial capital and clothing.
Zhou Sheng
Yi Zhi Hui fashion group
Chairman Zhou Sheng:
I will make myself more solid.
Whether it is an enterprise or a brand, it needs values, ideals and pursuits.
Only by having unique values and values can you maintain continuity in all kinds of temptations and roles.
Even if we are a bunch of unintelligent people, we can step on a road as long as we keep going in one direction.
We are afraid that we feel that we have learned a lot of skills, and that a bunch of smart people are going their own ways. Finally, we will have no way to go.
Determines whether a brand can be recognized by the market or its style.
The design difference of the future brand will be smaller and smaller, and style needs brand guidance at the level of philosophy and aesthetics.
After 30 years of rapid development in China, we don't know if we can have another 30 years of high speed in the future.
So I have been thinking about a question, how can the brand get the future? This is a difficult question to answer. First, the research data on the industry status and future development that we are grasping are inadequate. We must learn from the current situation of the enterprises themselves and the development of the enterprises, and compare them with other brands at different stages of development. Two, it is because such a late developing country needs time and accumulation to go beyond the first developing countries and shorten the gap between the first and the first developing countries.
We now choose a road that has its own characteristics and accords with the development status of Chinese brands.
In the process of adhering to the brand belief, it will also encounter many problems: how to protect the interests of enterprises? How to form a consensus on value recognition? How to lead a team? Any enterprise can not get away from the change of the whole society's survival environment, and how to protect itself in this change? All these are related to whether the brand's belief can be sustained.
In such an environment of increasing competition and demand is not as fast as the original growth environment, how should the brand survive? I think enterprises should return to their essence and think about their core competitiveness. Every enterprise needs to be repositioned.
Not all enterprises want to be a terminal fashion brand. The key is to find their place in the industry.
Many enterprises will encounter some practical problems, such as slowing down domestic demand, and everyone's hesitation about the economy will also be reflected in the consumption field.
In 2012, I will go back to the essence of the enterprise in change and make myself more solid and more solid foundation.
Xiao Feng Wang
Shenzhen grand exhibition Fashion Design Co., Ltd.
Chairman Wang Xiaofeng:
The first big mountain has no professional talents.
In the past 2011, I have been thinking about what I am doing. I am not satisfied with the current state. I am very unhappy.
The biggest gain of the year should be until the end of the year, and I have identified the role I want to play.
In fact, I have made the world more and more simple, and find out the purpose and value of brand survival, and everything will be solved.
The key is that no one has found it.
More people do not understand what the value of a brand is, many brands are not clear because they are not clear, so they can not express clearly and express their luck.
This is actually very simple, simple as a layer of paper.
When you didn't know before, you felt like a mountain. When you knew it, it was actually a layer of paper.
Once the cognition of brand value is confirmed, the attributes of the brand are recognized, and the value point is found, it will be very pleasant to do it step by step, and the result will be hearty.
In recent years, I have also learned a lot of management courses. I understand that my team must know and understand their own ideas and ideas so that they can understand that their own businesses are doing the same thing and let them know that the brand should do so.
I think the boss should talk about it and regard his team as a client, so that they can know what the enterprise is doing.
So now I will start from inside, forming this chain, like a ball, constantly radiating, and finally to the terminal, so as to ensure that everyone's idea of external expression is the same.
In the past, many of my ideas were only known by the store manager, or only the regional managers knew. Yes, they were only limited to these people. I don't think this is the way to make the brand.
Now I understand that the brand must have a system, first of all, brand building.
When I realized this problem, I suddenly found that the first mountain was coming: there was no professional.
From the early stage of reform and opening up to now, I feel that I have entered the first stage of the pition from competent to the stage of meeting.
In the past, as long as there is physical strength, the boss is smart, a person top a few people, in the early days can be used in this way, spell is physical strength, but now can not, strong can not be up.
The same problem exists inside the company. Many employees work hard, but they are not professional.
I have said before, "you are not afraid of professionalism, you can turn professionalism into professionalism", but I only say half of this sentence now. Why? Professional people should become professional after learning and professional training, so I am now recruiting people first to see if he is a professional in this field.
Brand building is not wishful thinking. It is necessary to have professional tools and professional systems to support your creativity.
Just like fashion design, you have to paint and see if you are creative. If there is no technology, creativity is empty talk.
Li Kexun, President of beautiful world:
Manpower is the key to winning the long run.
I feel that I am participating in a more lasting competition, every enterprise is a competitor, and we are fighting for limited customer resources.
How can an enterprise succeed in this long run? I divide these success factors into three categories: product strength, brand power and sales force.
Many enterprises have made relatively successful products, and their products have certain characteristics and competitiveness. After China's reform and opening up, the retail market has not been opened for a long time, and product strength is a good way to cut in. Many successful brands have done very well on this point.
Brand power is more difficult, and many mature and successful brands abroad do well in this regard. Apart from the characteristics of the product, he also knows how to make a brand.
There are not many successful enterprises in our country.
Sales force is focused on sales.
Most of the enterprises or brands in China use the distribution system. They do not pay much attention to sales force because they have many resources, especially department stores.
This is equivalent to the fact that sales force has been reflected in the strengthening of customer relationship and attracting customers in the market itself. The brand has not worked hard to improve sales force.
Our position is to be a franchised store. In this case, sales power is very important, because the key to your product and brand is to see how the terminal interact with customers.
In the long run, if brands want more room for survival in the future and more opportunities for development, they need to focus more on people's links. I hope that their enterprises will enable more people to grow, mature and grow.
With enough talents and maturity of these talents, we can face the competitive environment in the future.
As long as there are enough people and these people are strong enough, I will not be afraid of being eliminated by the market no matter what kind of competition they face.
We do not pursue development too fast, because we have to grow slowly, but when these people are in place, I do not believe that we will develop very slowly in the future.
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