China Creates The Summit Forum Of Brand Spanformation

In December 7th, a brainstorming "China" Creation - the road of brand spanformation Yuhang Clothing industry upgrading Summit Forum The Garden Hotel was held in Yuhang, Hangzhou. This summit forum combines international and domestic brand experts and fashion. Originality Industrial leaders, not only in-depth analysis of the current spanformation of clothing enterprises to foreign trade, but also on how to open the domestic market, how to integrate creative industries and garment industry platform in-depth discussion.

Transformation is imminent.

RMB appreciation, raw material and labor prices rising and exports drawback Under the influence of adjustment and other policies, the survival pressure of foreign trade enterprises is becoming more and more serious. The path of spanformation has become the first problem to be solved by foreign trade enterprises. At the same time, with the development of domestic marketing, garment industry in various regions has stepped up the road of upgrading. For apparel enterprises, brand building is also on the agenda.

Zhejiang, as the forefront of fashion trends, Hangzhou women's clothing, Junan cowboy, Ningbo men's wear and Zhili children's clothing have shown their own characteristics of the clothing industry cluster for further development. industry Promotion has laid a good foundation.

Yuhang, one of the eight urban areas in Hangzhou, and for more than 30 years of reform and opening up, in the development process of Yuhang's town and township industries and large scale enterprises, garment enterprises are one of the first township enterprises to develop. Facing the export difficulties faced by foreign trade enterprises and upgrading the competitiveness of the garment industry in Yuhang District, enterprises must rebuild their own new image of industrial clusters.

To this end, in December 7th, a brainstorming brainstorming "China creation - the road of brand spanformation and the summit forum of garment industry upgrading in Yuhang" was held in Yuhang Garden Hotel, Hangzhou. This summit forum combines international and domestic brand experts and leaders of fashion and creative industries. It not only analyzes the spanformation of foreign trade in domestic garment enterprises, but also explores how to open up the domestic market and how to integrate the creative industry with the garment industry platform.

This summit forum is jointly sponsored by the China Textile Industry Federation and the Yuhang Municipal People's Government of Hangzhou. The textile and clothing weekly magazine, Hangzhou Yuhang Economic Development Bureau and the Yuhang Garment Industry Association jointly undertake the forum. Zhang Li, vice president of China Federation of textile industry, Tu Dongdong, vice president of the people's Government of Yuhang District of Hangzhou, Qian Jin, director of textile and clothing weekly, Chen Bingxin, director of Economic Development Bureau of Yuhang District, Hangzhou, chairman of Yuhang garment industry association, chairman Gao Feng of Jie Feng Garment Co., Ltd., attended the forum. At the same time, there were nearly 300 participants from the China Textile Industry Federation, the Yuhang District People's government, the Yuhang clothing association and Yuhang garment enterprises.

Promoting regional garment industry with industry strength

Gao Ligen first outlined the current situation of foreign trade enterprises in Yuhang district. At present, there are more than 83 garment enterprises in Yuhang District, and the output value of industrial enterprises is 6 billion 60 million yuan, of which 90% of them are exported. In the face of the current market economy downturn, the survival of foreign trade enterprises has been threatened due to the continuous increase of raw materials and labor costs and the shrinking of the profit margins of enterprises. This indicates that the period of export processing has come to the end, and spanformation and upgrading are imminent. Therefore, under such a harsh environment, the road of brand spanformation and the Yuhang garment industry upgrading forum is particularly significant. With the help of the industry, the industry can gather with the vast number of colleagues, making Yuhang the focus of the industry, providing a feasible solution for enterprises to mold brands, and providing a direction for the progress of the industry.

Tu Dong Dong said at the meeting that in the past 30 years of reform and opening up, Yuhang has made considerable progress. Its total fiscal revenue is one of the three hundred counties in Zhejiang province. In 2011, it is expected to achieve 15 billion yuan in total revenue. By 2010, the total GDP of Yuhang has reached 26 billion 880 million yuan, and the per capita GDP has exceeded 10 thousand US dollars. "This data is very important. For us making clothes, the per capita breakthrough of 10 thousand US dollars is a new stage." As the district government of Yuhang, including the relevant departments of Yuhang, it has always placed high hopes on the development of the clothing industry in Yuhang. It is hoped that local garment enterprises will be able to explore ideas, spanform and upgrade them, and find ways to suit their own development in domestic and foreign markets.

Zhang Li said that under the influence of RMB appreciation, raw material price fluctuation, labor cost rising and European debt crisis dragging down the global economic downturn, the pressure of survival of foreign trade enterprises is increasing. The path of spanformation has become the most concerned issue for foreign trade enterprises and production enterprises. The clothing industry is one of the traditional pillar industries in Yuhang. It plays an important role in promoting economic development, solving the employment population and stabilizing social harmony. It also has emerged the famous clothing enterprises such as Huating group, Jie Feng clothing and Boka clothing. At present, the industry is facing the strategic opportunity of opening in 12th Five-Year. We should further form a consensus, gather together efforts, explore innovative development mode, increase the added value of the industry, and enhance the market competitiveness of traditional industries. {page_break}

Share the "treasure" of running the brand

In the keynote speech, Yang Dayun, President of UTA Fashion Management Group, said in his speech entitled "focusing on market competition and exploring the way of brand development", that the spanformation of enterprises into brand, capital, enterprise strength and enterpriser's determination should be combined three points before we can consider not to spanform, because the spanformation process requires a lot of capital investment, but in accordance with the old road, it is only slowly being eliminated. At the same time, we must know what brand we want to do and pay attention to the development of channels.

Wang Xiangsheng, President of the international fashion brand development management center, put forward eight key points for foreign trade enterprises to make brands, including the preparation of bitter and sweet preparations; clear objectives and ideas; not using the export mode to operate brands; investing more important than investment; making small profits and making profits; making clear strategies, planning and acting first; using people more than the market; and mastering the concept and method of brand building.

Commodity planning is particularly important in the brand building of clothing. Liu Yong, China's top ten fashion designer and commodity planning management expert, believes that commodity planning is to meet the brand positioning and meet the needs of our sales and operation links. We will plan the whole garment design process objectively, systematically and step by step, and effectively integrate and guide sales, production and brand publicity or image, and also run through the whole clothing brand operation process. In order to satisfy these processes, a series of commodity planning activities and concrete implementation processes in advance are carried out in advance. Including the overall planning of commodities, the implementation of proofing, post integration, mass production, terminal sales of the five major links. Everything needs to be around the terminal sales demand.

In the experience sharing link of well-known entrepreneurs, Deng Lifu, general manager of "women diary" brand creator and Hangzhou Shang Pu dress design company, has described her brand development experience for 13 years in detail. He believed that the processing enterprise spanformation brand, the mentality adjustment, will all return to zero as the two undertaking, must innovate unceasingly to change, can withstand the toss, can advance with the times; brand construction is the long-distance race project, must withstand the loneliness, can resist the temptation, insisted will win. At the same time, it emphasizes that design and marketing are the key to brand operation. The product should be accurately positioned in design, and the suitable channel should be found in marketing. Moreover, brand needs continuous investment, and team, image and product are indispensable.

Road underfoot: Learning + Practice

At the end of the forum, Chen Bingxin, director of the Yuhang Economic Development Bureau, made a wonderful summary of the four sentences.

First, is there a road at the foot? As a garment industry in Yuhang, it has been very brilliant. After the wave of the sand, we have left more than 80 enterprises, 9 billion of the output a year, the road is a bit difficult, but there are many successful enterprises. Whether or not the garment industry is going to go? There are typical examples around us, because Hangzhou women's clothing has come to today. Believe it or not, I believe it anyway.

Second, in the end, if you can't walk, please vote with your feet. Yuhang's more than 80 enterprises, how many enterprises have come today, how many enterprises have gone, in fact, you have chosen to walk in the heart. We should hold more such activities in the future to strengthen exchanges and cooperation with industry experts and colleagues. Today, we only feel that this road is tortuous, but the future is bright.

Third, what is the way to go? Take the road of brand and choose the right sales channel.

Fourth, how to walk? Learning plus practice. When we take the road of brand, investment is not the biggest problem at the beginning, but refusing to learn is our biggest obstacle. Just listen, remember, no thinking, no thinking, no exploration, no exploration, no practice. Therefore, we must seriously study, record, think, explore and practice. Only in this way can we go better.