Liuhua Clothing Calls For "Leading Sheep"

Some people say,

Then, when China's clothing industry continues to move towards brand competition, Guangdong, especially Liuhua mineral clothing

First, encouragement.

Today, when the terminal is king, the product is homogenized and even the decision-making is homogenized, the competition of clothing brand is concentrated on the competition of the terminal resources. The quantity and quality of the terminal have become one of the core competitiveness sources of the garment enterprise.

As the cost of shops increases year by year, a street store with good location and large area often needs tens of millions of yuan of funds. Therefore, brand competition is increasingly reflected in the competition of overall strength, especially the financial strength.

"Financing difficulty" has always been an important factor affecting domestic garment enterprises to become bigger and stronger.

"Clothing industry has entered the era of meager profits. It is hard to support enterprises to make bigger brands only by relying on their own capital accumulation."

Wang Xianqing, director of the Institute of circulation economics of Guangdong University of Business, pointed out that in the new round of clothing capital operation, Guangdong garment enterprises can no longer lag behind.

Since 2007, when the seven wolves bought AI Du, after BELLE acquired the company, more mergers and acquisitions between brands and channels will be completed through the capital market.

In the first two years, YOUNGOR invested $120 million to acquire the 100% stake in Smart100% owned by KWDASIA and KWD, and became one of the largest overseas mergers and acquisitions in China's apparel industry so far on the scale of acquisition funds and assets.

Wang Xianqing said that Guangdong clothing enterprises are at the initial stage in terms of commercial capital, industrial capital and financial capital.

In this regard, the government should implement more guidance measures to support the listing of high quality brands.

It is reported that YOUNGOR, Shan Shan, Hong Kong and other companies before the listing, the annual production capacity of men's suits are only 600 thousand sets, 300 thousand sets, 250 thousand sets, but now they have formed 1 million 500 thousand sets, 600 thousand sets, 570 thousand sets of annual capacity, an average increase of about 2.5 times.

For example, the 800 million yuan fund raised by the seven wolves in 2007 is devoted to upgrading the sales network, which is unmatched by the general enterprise through primitive accumulation.

Two, we need to subdivide brands and snatch accurate target groups.

Nowadays, the era of registering a trademark and designing a LOGO can operate the market has passed. The core of the brand is not what the enterprise has but how to design products and provide services according to the needs.

"Who knows the consumer in the future, who can really build the brand?"

Li Kai Luo, President of Bi LAN International Investment Consulting Co., Ltd. said that the development of Liuhua clothing brand should be pformed from traditional single brand competition to sub brand group competition.

For example, the seven wolves aimed at young people launched by Mark Ed Faye and Shanshan in the high-end leisure men's wear launched by the ma ke AI Sany brand, "finally formed is to subdivide the brand to grab accurate target crowd competition mode."

In addition, many enterprises have begun to focus on original works while creating brands.

Yang Dayun, President of UTA Fashion Management Group, believes that Liuhua clothing brand should learn to apply international popular information and apply this resource to design, which is much more important than just drawing on the popular details from the clothing exhibition.

"Consumers are increasingly seeking personalized and emotional products, emphasizing that the originality of products has become the mainstream of consumer consumption."

Yang pointed out that in this regard, more and more women's clothing enterprises in China are developing in this direction and have achieved fruitful results.

Three, we must attach importance to technical standards and enhance the right to speak.

The control ability in the clothing value chain is largely derived from the intangible competitiveness of R & D, design, brand and market channels.

"Whoever grasped the core link of the value chain would seize the whole value chain and control the industry."

Gu Qiang, director of the planning department of the Ministry of industry and information technology, said that after the financial crisis, a number of famous international brands were taking China as a life-saving straw and constantly appearing in various cities. They jointly operated with Chinese enterprises through technical cooperation and management support, and gradually cut the share of China's clothing market.

LVMH group, GUCCI group and PRADA group respectively control the high-end market with the annual turnover of 13 billion euros, 2 billion 500 million euros and 1 billion 700 million euros. In addition, the United States' GAP, Spain's ZARA, Sweden's H&M, Japan's UNIQLO, Germany's C&A and other international fashion fast fashion zero sale brands accelerate the deployment to China, with the "large quantity and small amount" as the business strategy, and greatly impact the market.

Gu Qiang emphasized that we should attach importance to technical standards from the government level, strive for more Chinese technical standards to become international standards, enhance the division of labor in the global value chain, support enterprises to apply for patents, implement patents, and promote the industrialization of patent technology.

It is reported that the upgrading and pformation of Liuhua park has been incorporated into the "11th Five-Year" special planning project of Yuexiu District's trade and service industry. It will promote the high-end elements of the garment industry to the Liuhua business circle through the integration of the industrial chain, and guide the development of the Liuhua business circle from a single wholesale market to the high-end elements such as design, innovation, brand and marketing.

By 2020, Liuhua mineral clothing business circle will be built with an international sales volume of 100 billion yuan (including e-commerce) and 100 Brand Company headquarters.