Guangzhou shoes and apparel brand alliance to "China's intellectual creation"

The reform and opening up at the end of the 1970s enabled the Guangzhou people to take a step forward in their clothing concepts and took the lead in displacing the “old three pieces” during the Cultural Revolution (that is, Zhongshan clothes, military casual clothes, and student clothes were modelled as blue, black, and gray in color). many). Utilizing unique geographical advantages, Lingnan Garments has learned from Hong Kong and Taiwan, and its clothing industry has taken the lead in the nation in reform and has achieved unprecedented prosperity. Gaojie Street, Guanlulu Clothing Street, Huanghua Lighting Night Market and other famous cities lead the fashion trend. Guangzhou clothing became synonymous with "national fashion apparel."

In recent years, the advantages of Guangzhou's garment industry have been gradually reduced. How many brand names can you name in the country? Brand building has generally fallen behind Jiangsu, Zhejiang and Shanghai and has become the consensus of the industry. What is even more serious is that after the signing of the WTO, the Chinese garment industry "danced with the wolf." The foreign big brands and even the second and third-tier brands only have huge funds and a LOGO. They use China's raw materials, human resources, logistics resources, and a huge market to complete the layout of a class of cities and gradually move toward Class II cities. Infiltration, the situation that foreign brands have won in China has already formed, and it has eaten up the Chinese clothing market.

On August 27th, 2010, the first "Guangzhou Apparel Culture Week Summit" hosted by the Guangzhou Garment Industry Chamber was held in Guangzhou. The first "Guangzhou Garment Brand Alliance" aimed at jointly developing the market was held in Guangzhou on August 27, 2010. Formally established; Guangzhou City Clothing Industry Chamber of Commerce and R & F Group formed a strategic cooperative relationship; Minsheng Bank also announced to the Guangzhou City Clothing Industry Chamber of Commerce member unit one hundred million yuan "Commercial Loan" credit line, in support of financial clothing in Guangzhou The brand is stronger, making Guangzhou an incubator base for clothing brands.

The establishment of the Guangzhou Apparel Brand Alliance is expected to be another shock to Guangzhou after the reform and opening up. According to Li Xuejun, Chairman of the Chamber of Commerce of Guangzhou Garment Industry Association, Guangzhou Garments under the brand alliance will move from “Made in China” to “Made in China” and gradually emerge from the many difficulties caused by the change of cages. Innovations in science and technology, design, etc. are once again "broad service to the world."

Fierce competition after market expansion

Guangzhou Qi Cai Clothing Co., Ltd.'s heart-kissing brand was founded in 1993 by Mr. Zeng Wei, one of China's top ten designers. He opened the first flagship store in Beijing, Guangzhou, in the early 1990s. In 2005, he was engaged in the international logistics industry. Luo Jiasheng, the current general manager of the fashion industry that only involved fashion industry in 2009, was only 32 years old this year. Just one year into the business, he admitted that the industry spanning his own clothing was a bit big. Do you dress like a nuclear war? Indeed, according to Luo Jiasheng, the two are strikingly similar. In his words, mentioning nuclear weapons always gives people a sense of unease because it occurs quickly, covers a wide range, and has deadly radioactivity. However, for the nuclear super energy, people have unlimited aspirations. The current domestic brand clothing retail industry is also facing the same situation.

Luo Jiasheng's rotating data in the brain allows him to have unlimited reverie about the clothing industry. He said that with the rapid economic growth of the country and the unceasing progress of urbanization, the stimulation of domestic demand policies has brought unprecedented market opportunities to the company. Statistics from the National Bureau of Statistics show that from January to May 2010, China’s consumer market continued to grow at a rapid rate. The total retail sales of social consumer goods was 6,033.9 billion yuan, a year-on-year increase of 18.2%. At the same time, the stage of the business is also accelerating. Before and after the Asian Games, several large-scale high-quality shopping plazas will be completed and opened in Guangzhou. Numerous applications for large-scale shopping malls will be registered during the year.

Of course, it is impossible for Nuoda’s stage to sing a one-man show. Some foreign brands have long been riding on the hot wind of globalization, with new ideas and models to join the swept battlefield. Some foreign brands announced in 2009 that the number of stores in China has exceeded 60 in 9 months. Other fashion fast-moving consumer brands have also become the new darling of mall competition.

For fierce opponents, fierce fighting is inevitable, how do domestic brands plan to deal with it? Luo Jiasheng said: Assume that this is really a war. Our opponents are far more powerful than us in terms of body size and quality. To achieve equal conditions for confrontation, where is the way out? That is, like the opponent, it has "nuclear weapons."

The "Nuclear Fusion" Effect of Brand Alliance

A closer look at the characteristics of the branded clothing retail industry and use “nuclear fusion” to analyze the company will find surprising coincidences. “Nuclear” is the core competitiveness. As information becomes more and more developed and the popularity becomes more and more homogenous, the product and store perception is no longer the only consideration for consumers. In the second upgrade of the SPA model in Japan, the focus is on improving the application of SPA, optimizing the back-end operation mode, increasing the speed of operations across the board, and satisfying the needs of customers in terms of time and functionality. This is a topic that is worthy of special attention for domestic companies.

"Poly" is equal to integration, it is the only way for a mature brand, reflected in the scale and layout of the corporate strategy, the perfect transformation of the shoe giant Belle, is a successful example of integration strategy, the current Belle independent and cooperative brand 20 Multiple, owns more than 10,000 self-operated stores. The integration of the apparel industry, including vertical and horizontal two directions, horizontal single store size and geographical coverage; vertical is a combination of product structure and a comprehensive production and sales chain. When both vertical and horizontal scales are formed, the optimization of the system support can enlarge the production capacity and control the cost, thereby realizing the increase of interest rates. In addition, the integration can also be reflected in the collection of individuals. For example, the newly formed Guangzhou Garment Brand Alliance is formed by a number of differentiated brand organizations. The actions are unified, which not only enhances body mass, but also complements product functions, especially enhanced The power of the mall to plunder is the greatest advantage of the alliance. IT is the best example.

Differentiate management to take the road to innovation

"Change" is a must-have feature for new-type enterprises. If core competitiveness is vitality and integration is the productivity of enterprises, then contingency and innovation are the viability of a company. There is such a saying: "We don't rely on comprehensive plans, but rely on excellent countermeasures." Of course, resilience cannot be based solely on consciousness. It needs to be based on a unified information system, data analysis system, and rapid response mechanism. ERP is one of the systems, and RM management is one of the mechanisms. On the other hand, innovation is the fundamental means to solve current industrial problems such as product homogenization, brand duplication, and discount competition. At present, the repeat rate of brand names in domestic shopping malls in the same city is as high as 70%. There is no surprise in other shopping malls. Recently, the word "Zhuangshan" originated in Cantonese has become popular in the Mainland. This at least shows that personal clothing has become the fashion pursuing standard for mainland consumers. Therefore, the clothing brand can essentially take the path of differential management, can fundamentally change its trailing role, and occupy a firm and firm place in the market.

Guangzhou, China's southern gateway, has always been known as the “city of green mountains and rivers, and the six veins are all connected to the sea”. More than two thousand years ago, the Port of Guangzhou started to rise here and the Maritime Silk Road has survived. The pattern of opening up to the outside world has deeply exposed the spirit of “courage to be the best in the world” and “inclusive” in this piece of land in Guangzhou. From the early Western Han Dynasty, it had formed the Guangzhou Port for foreign trade and continued to Jin, Yi, Tang, Song, Yuan, Ming, Qing. Lingnan silk weaving industry has risen rapidly. There are tens of thousands of textile workers in Guangzhou and Foshan specializing in the textile and garment industry. In terms of style and quality, they surpass the south of the Yangtze River. “Jinling, Su, and Hang are not as good as they are.” Guangzhou apparel is known for the first time as “ "Guang Sha Jia Tianxiaxia", from then on, Guangzhou clothing has become a city name card, and the world is honored.

Organized by Guangzhou Daily, the Guangzhou Garment Industry Chamber of Commerce hosted the first “Guangzhou Apparel Culture Week Summit”, leading brand leaders and well-known experts and scholars gathered together to discuss the status quo and development trend of Guangzhou garment manufacturing industry, the future of Guangzhou apparel It is full of expectations.