Textile And Clothing Industry Enters The Era Of "Brand Deep Tillage"

Premier Li Keqiang, at a recent executive meeting of the State Council, once again reiterated the need to "optimize the allocation of financial resources, make good use of increments and revitalize the stock", and support the transformation and upgrading of the economy and the development of the real economy. This means that China's monetary policy ideas and models will expand from the previous "gross expansion" and "shift" to a new era of "moderate growth and structural optimization".

The same trend in China. shoes The industry is also undergoing a revolution, from the initial reliance on OEM foundry to the traditional wholesale and retail, to the independent research and development of the brand, to today's many private brands, which also means our country's market share. Spin The way of thinking of shoes and clothing manufacturing industry will go out of the original curing and rely on hoarding volume to occupy the market and enter the era of "brand deep tillage".

Wang Kexi, a Lanzhou native of Gansu, started transformation ten years ago from the original bedding to three years ago. Brand of children's shoes Today, the agent of Qi cool brand is located in four provinces of Gansu, Ningxia, Qinghai and Tibet: Lanzhou, Yinchuan, Xining, Longnan, Tianshui and so on. With the maturity of the franchised stores, the brand of the cool young sportswear brand has also made great achievements. The brand concept of the brand has changed greatly, because only keeping pace with the times is the root of brand marketing. The brand name of the brand is six.

Before choosing to run the brand of the cool youth sports growth equipment, Wang Kexi is such a living condition. Starting from the Hexi Corridor on the land Silk Road, he arrived on the way to Fujian, another famous city on the Sea Silk Road, on the way of continuous investigation and understanding. Shoe brand The Southern Metropolis gathered five or six times a year just to catch up with the order of each brand, understand the characteristics of the brand shoes, and deal with the boss of the enterprise. After weighing several aspects of "shoe quality", "enterprise strength", "brand value" and "boss get along", he has identified his future career: acting as the agent of Qi Xiao youth sports equipment and acting as general agent in Gan Ning Qing.

As we all know, the key to the conflict between distributor agents and enterprises is that enterprises are paying more and more attention to brands, and brands will inevitably adjust the price barrier. Especially in the four years of the "price war", it is not difficult to say that the advantage of price is the advantage of the market. So many times, agents and headquarters are hard to reach the true meaning of "willingly".

But Wang Kexi told Huicong shoe net reporter: "because of the good cooperation with the boss, the quality of the shoes is also constantly optimized, and the brand of the cool brand is becoming more mature in the support of overseas foundry brand technology and strength. Because the various properties of shoes are more suitable for the regional geographical characteristics of Northwest Gansu, Ningxia and Qinghai, the price is reasonable, and the shoes let me see the future of this brand. Because of confidence, I am willing to insist on making this brand, and constantly develop and expand my team. I hope that in the future, in the cities above the county level, we can see the store of the cool young sports equipment.

In order to be able to operate the odd cool brand more scientifically and rationally, Wang Kexi constantly travels outside, constantly looking for the "benchmarking base" suitable for the operation of the brand, constantly developing colleagues with brand marketing experience, constantly expanding the business mode of the brand, and constantly updating the terminal marketing strategy of the regional stores. In his view, a store in a region only opens one, which is not only responsible to consumers, but also to its customers. The price war triggered by the clash of goods has caused many large and medium-sized enterprises to suffer a bitter pill. More importantly, the competitiveness of the brand is getting stronger and stronger. The "strong quality and external image" is the responsibility of the shoe terminal agent.

Wang Kexi told reporters: "since we have chosen this brand, we will strive to make it the best and best, let the children wear comfortable, let parents buy comfort, in the market sales all the way to celebrate!"

It's not just a simple four words. In Wang Kexi's view, this is a business way, a humane way, a fine way. The terminal is optimized, the market is deeply cultivated, and the brand is created. Wang Kexi leads his team of "cool youth sports growth equipment" in the Northwest market. We also see that in 2012, when the market shuffled, the brand adjustment in 2013 entered a new stage, and it is undeniable that this new stage will be Footwear brand enterprises Together with agents, terminal retailers jointly resist risks and seize new trends in the market.