Annual View Of China'S Apparel Industry Releases Innovative Business Models

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The Xiaobian of the network introduces the annual view of China's clothing industry and the innovative business model.

China's clothing industry is undergoing a revolution, that is, under the high cost era, the pressure of technological innovation and the rapidly changing consumer groups, it will create a more advanced business model in a completely new way, and redefine the creation and dissemination of value.

"2014 China clothing Convention", vice president of China Apparel Association.

Zhang Rongming, chairman of the group, released the annual view of China's clothing industry: innovative business model.

Zhang Rongming: Good morning, everyone.

Today we talk about business models, but the business model that we feel is admirable is relatively traditional and a rather stupid model.

We can only share and exchange experiences of 21 years of admiration.

With the change of macroeconomic situation, especially the change of market consumption environment, our Chinese garment industry and all industries in China are facing new challenges and opportunities.

On the one hand, it is facing various pressures such as rising costs, rapidly changing consumer groups, and technological innovation. On the other hand, with the 80 and 90 becoming the main consumer groups, the changes in consumption patterns and consumer behavior also bring new challenges and opportunities to the industry.

In the past 20 years, what is love doing? The business of love is to focus on close fitting clothing, with clothing and derivatives as the main business.

In the 21 years since the founding of the company, we have always adhered to a self-directed professional mode of operation, supplemented by a small number of high-quality distributors in the market.

About 80% of the total number of terminals is our proprietary terminal, nearly 20% of which is the terminal of the distribution market of the distribution customers.

Although it has abandoned the speed of developing distribution and development, it has ensured the steady and orderly development of brand development in different markets, so that consumers feel the same affection in different markets.

In terms of business scope, underwear has always been the core of developing clothing and derivatives that are close to skin. The scope of business has not been expanded in a large scale, ensuring the demand for professional development funds and the accumulation of advantages in the industry, making it a professional underwear related product R & D, design, production, marketing and service provider.

It should be said that the supplier of underwear brand and clothing has accumulated a higher degree of recognition of the brand by consumers, making the development of multiple brands come to an end.

This is the first point.

Second, we should adopt multi brand and multi channel marketing strategies.

This is started in 2003. After 10 years of admiration, the market has changed, so we should expand our market more, so we began to implement multi brand marketing strategy.

At present, we already have more than 10 brands and product lines. These brands attract different consumers through different positioning and tonality, occupy different market segments, provide consumers with multi-level, high-quality underwear consumption experience, and get consumers' support and attention.

So, we are still keeping pace with the times in the pluralistic channel strategy.

Then we have three channel modes, one is the entity marketing channel, including the department store's brand counter, the exclusive store in the shopping center, and some of the hundred stores or the underwear area and the life hall of the shopping center.

There is also the love experience store in the shopping mall developed over the past few years.

At present, its brand has more than 2000 brand terminals in the physical channel, among which more than 900 are brand names, providing convenient shopping channels for consumers, and becoming an important medium for communication with consumers.

Physical marketing channel is the dominant channel of admiration. At present and in the future, it will be the main part of the marketing channel. We should carry forward the traditional channel advantage.

Over the past five years, overseas markets have been expanded and international brands have been established. In Hongkong, Macao, Singapore and Malaysia, we have opened 14 direct channels, and we have set up direct branches.

Now Hongkong, Macao and Singapore are profitable and have achieved a revenue balance.

We will continue to firmly expand our peripheral Asian markets by making our brands brand in the international market and enhancing the brand's fashion and international influence.

Since 2008, we have been involved in the current channel, and we have done the work.

At the PC end, we have the official website of the adore group, the love brand, the beautiful brand and the beloved brand. We have opened the flagship store in Tmall, and we are also selling on vip.com, Jingdong and Amazon platform.

In the mobile terminal, we have developed the official mobile platform and flagship mobile platform in the past two years, so the sales in one year will be close to two hundred million, accounting for about 5% of our total sales.

This year's growth rate is not very good, because we reduce the proportion of online sales of OLE products and focus on selling positive prices, so this year's growth estimate is likely to reach 20%, which is not commensurate with the growth of e-commerce.

In terms of media, we have micro-blog, WeChat, micro Tao and word of mouth centers. Besides, we also have magazines that we have been doing for nearly 10 years.

So we believe that these channels become an important and beneficial channel for adoring marketing channels, and are an endless complement of time and space, providing consumers with multiple shopping options and increasing customer experience.

We have always believed that it is an invisible, temporal and spatial supplement to the original channel, not our main and most important channel.

Third, we must resist temptation and make a solid brand.

Here are two sentences about the impact of the electricity supplier on traditional channels, because there are too many arguments in this respect.

Traditional channels are indeed facing a strong impact from the Internet. There are many kinds of voice methods, online will defeat the offline, electricity providers occupy department stores and so on.

But we believe that the online industry will not be subverted, and the department store industry has not been defeated by the Internet.

On the contrary, the impact of the Internet on traditional department stores is a very good opportunity. The general merchandise industry knows that the past days are too good, so they seem passive after these years of impact.

Now, faced with this kind of impact, I think it's time to change and take the real skills.

Our traditional entrepreneurs can not put the cart before the horse. We should calm down and persist.

After all, your advantage channels are still in the traditional channels. If you lose this, then I think you are on their own. Is that right? So, in the face of the surging development of Internet, we will actively develop online sales platform, embrace the new era of Internet, and expand e-commerce, but we will not waver in the traditional channels of offline advantage, but we must continue to carry forward.

To make the advantage of offline channels more fully, we must not turn this upside down.

Therefore, the development of love for 21 years is just like a student who has studied his own subjects and completed the credits that should be repaired. His grades are fairly good. If we score ourselves, it is good.

We are just doing what we should do. We have no shortage of hearts. We have no shortcut to success. We can resist loneliness and resist temptation. We do not pursue the wealth effect or the appreciation of the capital deliberately. We do not agree with the long-term development of the brand.

This is because the temptation of capital is huge to us. The wealth effect is very attractive. After many years of admiration, I still have not touched this matter. My personal view is different from that of everyone.

I think if you want to be a good brand, you may still have to stay away from this thing a little bit, because after you have done this thing, you are not you, you want to completely control your enterprise, the pace of brand development may not be the final word, it is not a matter of your will.

I also hope that in the future, love can do everything in a down-to-earth way, and pursue the brand's long-term continuity, and make the brand a good brand that can stand the test of time.

Over the past two or three years, I have been feeling deeply from the fourth quarter of 2011, and obviously felt that the consumption environment of the market has changed.

Our business environment has entered a new era, which has a tremendous impact on the survival and marketing environment of our brand.

How to manage the new era of marketing, we have internal rationale, there are probably ten aspects.

The first is the era of efficiency marketing.

Enterprise management should take efficiency as the first priority, and enterprise development to enhance quality and enhance efficiency is the biggest direction.

So this is the main goal of future marketing.

So I think we must keep a clear mind.

The second is the era of professional marketing.

We are all working hard, such professionals are not enough, so now we have to work hard and use our minds to make an essay on professional marketing.

The third is the era of team marketing.

Now every company is facing the problem of insufficient team marketing, and our company is no exception.

And we think that leaders decide the level of marketing, so team marketing will eventually create performance, so team marketing actually refers to whether there is a sub echelon team structure in our company, which can support your marketing.

The fourth is the era of precision marketing.

Our marketing is still relatively extensive, so now is so extensive, the effect will not be so good.

So our company is also aware of this problem, because there are more than a dozen brands, we have made great adjustments from the system, I will introduce to you later.

The fifth is the era of experiential marketing.

In the past, we may say more, do less, and really do business marketing. I think our work is far from enough, so we can provide more value experience for consumers. This is what we must do well.

The sixth is the era of full staff marketing.

All staff marketing is an old saying, but now this concept is different from the past.

Now we have a lot of means, you can use the means to achieve full marketing, so I know that many of my colleagues have done a very successful case.

We are now saying that we are working hard to use some new marketing means and technical means to make the terminal from the shop manager to the shop assistant. We take this unit as the most important building unit, and give full play to the integrated marketing function of this unit, from the management of the members to the establishment, the commodity, and the promotion, we are working hard.

The seventh is the era of cultural marketing.

You may like this brand and buy it, but do you agree with your value? Do you really respect your brand? This is the two concept. We should try to find ways to enhance the connotation of our culture in brand products, and at the same time, through an integrated behavior of our enterprises, consumers can identify with respect for your brand, not just your product.

The eighth is the era of integrated marketing on the offline line.

We are definitely going to continue to play our traditional advantages under the line. At the same time, we are merging with the offline.