Guangzhou shoes and clothing brand alliance moves towards “made in China”

with the reform and opening up in the late 1970s, Guangzhou people’s concept of dressing took the lead, taking the lead in getting rid of the “old three items” in the cultural revolution period (i.e., Zhongshan suit, military casual suit and student dress as models, with blue, black and gray as the main colors). By taking advantage of its unique geographical advantages, Lingnan clothing industry took the lead in the road of reform in the country and gained unprecedented prosperity by learning from Hong Kong and Taiwan. Gaodi street, Guanlu clothing street and Huanghua night market are well-known throughout the country, leading the fashion trend. Guangzhou clothing has become the pronoun of “national popular clothing”

in recent years, the advantages of Guangzhou’s clothing industry are gradually decreasing. How many brands of clothing can be named in the country? As a whole, brand building lags behind Jiangsu, Zhejiang and Shanghai, which has become the consensus of the industry. What’s more, after the signing of WTO, China’s garment industry “dances with Wolves”. Foreign big brands, even second and third rate brands, with only huge capital and a logo, have completed the layout of first-class cities by using China’s raw materials, human resources, logistics resources and huge market, and gradually infiltrated into second-class cities. The situation of foreign brands winning in China has been formed, and they are eating into China’s clothing market< On August 27, 2010, the first "Guangzhou fashion culture week Summit Forum" hosted by Guangzhou Daily and organized by Guangzhou garment industry chamber of Commerce was held in Guangzhou, during which Guangzhou's first "Guangzhou fashion brand alliance" aimed at jointly developing the market was officially established; Guangzhou garment industry chamber of Commerce and R & F group formed a strategic cooperative relationship; Minsheng Bank also announced that it will grant a credit line of RMB 100 million to the member units of Guangzhou garment industry chamber of Commerce, which will support the development of Guangzhou garment brands and make Guangzhou an incubation base for garment brands the establishment of Guangzhou clothing brand alliance is expected to be another shock to the whole country after the reform and opening up. Li Xuejun, President of Guangzhou garment industry chamber of Commerce, said that under the brand alliance, Guangzhou garment will move from “made in China” to “made in China”, step out of many difficulties caused by changing birds into cages, and “serve the world” again through innovation in management, technology and design fierce competition after market expansion the brand of xinkiss of Guangzhou Qicai Clothing Co., Ltd. was founded by Mr. Zeng Wei, one of the top ten designers in China, in 1993, and took the lead in opening the first flagship store in Beijing Road, Guangzhou in the early 1990s. Luo Jiasheng, the current general manager, is only 32 years old. Just one year into the industry, he admitted that his clothing industry span is a little big. Making clothes like fighting nuclear war? 1ndeed, in Luo Jiasheng’s view, there are striking similarities between the two. 1n his words, when it comes to nuclear weapons, it always gives people a sense of uneasiness, because it happens quickly, covers a wide range, and has lethal radioactivity. However, people yearn for the super energy of nuclear. At present, the domestic brand clothing retail industry is also facing the same situation the data in Luo Jiasheng’s brain make him have unlimited reverie about the clothing industry. He said that with the rapid growth of the country’s overall economy, the continuous progress of urbanization and the stimulation of domestic demand policies, enterprises have brought unprecedented market opportunities. According to the data of the National Bureau of statistics, from January to May 2010, China’s consumer market continued to maintain rapid growth, with the total retail sales of social consumer goods reaching 6033.9 billion yuan, up 18.2% year on year. At the same time, the business arena is also expanding rapidly. Before and after the Asian Games, several large and high-quality shopping malls will be completed and opened in Guangzhou. There will be countless large and small shopping malls applying for registration in this year of course, it’s impossible for Norda’s stage to sing solo. Some foreign brands have already taken advantage of globalization, with brand-new ideas and models, and joined the raiding group with great momentum. A foreign brand announced in 2009 that the number of stores in China has exceeded 60 in nine months. Other fashion fast consumer brands have also become the new favorite for shopping malls for fierce competitors, fierce competition is inevitable. How should domestic brands plan countermeasures? Luo Jiasheng said: if this is really a war, the opponent is far stronger than us in terms of both size and quality. Where is the way out to achieve equal conditions? That is to have “nuclear weapons” just like our opponents the “nuclear fusion” effect of brand alliance if we carefully study the characteristics of brand clothing retail industry and use “nuclear fusion” to dialysis enterprises, we will find strange coincidence” “Core” is the core competitiveness. With the development of information and the homogenization of popularity, the perception of products and stores is no longer the only consideration of consumers. 1n the second upgrade of spa mode in Japan, the focus is to improve the applicability of spa, optimize the back-end operation mode, improve the operation speed of the whole line, and meet the needs of customers to the greatest extent in terms of time and function. This is an important topic for domestic enterprises “gathering” is equal to integration, which is the only way for mature brands. Reflected in the enterprise strategy of scale and layout, the perfect transformation of shoe giant belle is a successful example of integration strategy. At present, Belle has more than 20 independent and cooperative brands, with more than 10000 self operated stores. The integration of clothing industry includes vertical and horizontal directions, horizontal single store scale and regional layout coverage; Vertical is the combination of comprehensive product structure and diversified production and marketing chain. When the scale is formed in both vertical and horizontal aspects, and with the support of optimization system, we can enlarge the production capacity and control the cost, so as to realize the increase of interest rate. 1n addition, integration can also be reflected in the collection of individuals. For example, the newly established Guangzhou clothing brand alliance is formed by a number of differentiated brand organizations. Unified action can not only enhance the volume, but also complement each other in terms of product functions. 1n particular, enhancing the discourse power of the mall looting war is the biggest advantage of the alliance. 1t is the best example differential operation takes the road of innovation change is the necessary characteristic of new enterprises. 1f the core competitiveness is vitality and integration is the productivity of enterprises, then adaptability and innovation are the survival ability of enterprises. There is a saying that “we do not rely on comprehensive plans, but only on good countermeasures.”. Of course, the ability to cope with emergencies should not be based on consciousness alone. 1t should 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 the industry problems such as commodity homogeneity, brand duplication and discount competition. At present, the brand repetition rate of domestic shopping malls in the same city is as high as 70%. Once you visit a shopping mall, there will be no surprise for others. Recently, the term “Bangshan” originated from Cantonese has become popular in the mainland, which at least shows that personalized clothing has become the fashion pursuit standard of mainland consumers. Therefore, only by taking the road of differential management in essence can clothing brands fundamentally change their role of following and occupy a solid position in the market Guangzhou, the South Gate of China, has always been famous in China for its urban pattern of “green mountains and half into the city, six veins are connected to the sea”. More than 2000 years ago, Guangzhou port sprang up here, and the maritime Silk Road has been enduring ever since. Born with the pattern of opening up to the outside world, Guangzhou is deeply branded with the spirit of “daring to be the first in the world” and “tolerance and storage”. From the early years of the Western Han Dynasty, Guangzhou port of foreign trade had been formed, and it continued to Jin, Sui, Tang, song, yuan, Ming and Qing Dynasties. With the rapid rise of Lingnan’s silk weaving industry, tens of thousands of textile workers in Guangzhou and Foshan are specialized in textile and garment industry, which surpasses Jiangnan in style and quality. “Jinling, Jiangsu and Hangzhou are inferior”. Guangzhou’s clothing is known as “the best in Guangzhou” for the first time. Since then, Guangzhou’s clothing has become a city card and has been famous all over the world the first “Guangzhou fashion culture week Summit Forum” sponsored by Guangzhou Daily and organized by Guangzhou garment industry chamber of commerce brings together leading brand figures, well-known experts and scholars to talk about the current situation and development trend of Guangzhou garment manufacturing industry. The future of Guangzhou garment is full of expectations

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