Clothing brand is surging. "This year's clothing festival, Shanshan's brand will bloom again." Yesterday, Li Shanming, vice president of Shanshan shares told reporters.

Shanshan took the lead in China's apparel industry to launch "brand strategy", "designer brand", "intangible assets operation", "multi-brand, internationalization" and other advanced industrial concepts, with Japan's ITOCHU Corporation, Italy's Faro Group, South Korea Kelon Group and other internationally renowned fashion industry groups cooperate. In particular, a strategic joint venture with Itochu Corporation of Japan, which owns 140 brands, allowed Mizuki to take a “globalization” express train. Shanshan has been adjusting the brand members of the "fashion plate" to survive and eliminate the inferior, and to create a brand forest that suits their survival and development.

"Our S2citylife brand has annual sales of over 100 million yuan." Li Qiming said that Shanshan created 10 clothing brands, S2citylife is the representative of the second wave of Shanshan brand, positioning the urban fashion crowd.

Li Qiming told reporters that in the future, Shanshan is committed to creating the “first choice for international brands to explore the Chinese market” in the “fashion section”, making full use of international resources and advantages to make the domestic market, both to develop high-end brands and not to give up low-end communication High-rate brand. On the other hand, it is backing its own original brand with the operating experience of international brands.

"At present, more than 80% of domestic garment enterprises are still in the 'single-product era'. When branding, they should consider brand positioning, carry out serialization and combination, and brands must also be subdivided." In Li Qiming's view, multi-brand internationalization Will become a trend.

In fact, several garment companies in Ningbo have begun to take the road of multiple brands. Bo Yang, Pacific Bird and other companies hold more than just a brand. In recent years, even Youngor has changed the past to rely on Youngor a brand to support the situation, through the subdivision market showed a new brand, has been from a single classic dress YOUNGOR, through the spin-off, acquisition, new brand and other models to complete the fashion transformation And market segmentation. MAYOR, YOUNGOR, GY, CEO, Hart SchaffnerMarx and the six major brands of Hanma family, either business or leisure, or gentlemen or intellectual, are leading the way.

Another phenomenon that deserves attention is. Some new brands have risen in recent years, and both the licensing and the market are good. Ningbo Station has emerged many brands in the second round of innovation. For example, the GXG is a typical example of a casual men's wear brand. The launch of GXG, Peacebird and other brands, as well as the rise of Fiji as a women's brand are all representative. Peacebirds, GXG, Bo Yang and other companies are still blazing a trail in apparel e-commerce.

“Brand is the backbone of the enterprise and is the core competitiveness of the company. In recent years, the brand awareness of Ningbo garment companies has become more and more concentrated. This is a gratifying phenomenon.” Deputy Director of the Economic Commission of Ningbo City and Deputy Executive Director of the Garment Festival Organizing Committee Office Director Zhou Xueming believes that Youngor launched the GY fashion young menswear brand and Shanshan launched S2 urban white-collar clothing. This shows that while emerging brands have risen, veteran apparel companies are also seeking innovation in innovation and becoming more fashionable. However, the old fashion enterprises are faced with the problem of seeking change and innovation, and how to better attract young consumers. They need to find ways to unite more young consumers such as 80s and 90s.

The sharp decline in brand profitability is the birthplace of China’s “Red Gang” tailors and the well-known Chinese clothing city. Ningbo Textile and Garment has 20 Chinese famous brands and 25 Chinese famous brands. However, one reality cannot be ignored - many brands' sales revenue is declining.

The “2010/2011 Ningbo Textile and Apparel Industry Development Report” presided over by the Zhejiang Textile and Apparel Vocational and Technical College pointed out that the Ningbo clothing brand construction is also facing labor shortage, rising production costs, and the lack of design and R&D talents and channel sales talents, and brand profitability. Rapid contraction and other issues.

The "Report" pointed out that the increase in cotton prices in 2010 caused the rise of yarns and fabrics, which increased the cost of garment enterprises; the cost of labor in the clothing industry generally rose by more than 20%, and garment enterprises are still faced with difficulty, commercial rent. Constantly rising and other pressures.

Compared with international brands, there is a serious lack of channel sales talents in Ningbo textile and apparel companies, which has high brand promotion costs, low efficiency, and a single means. The foreign brand promotion style is simple and efficient.

The business model urgently innovates. "The competition of apparel brands should be a full-scale competition of comprehensive strength and integrated marketing innovation, including brand innovation capability and fission of development model, expansion of marketing channels, etc. It cannot simply consider the scale of the company." , Ningbo clothing enterprises to fight brand innovation model, if the Ningbo garment companies still stop at the ratio of production value, size, like the shipbuilding industry than the tonnage, it will seem inappropriate.

Li Qiming, for example, said that foreign brands POLO is not the highest, everyone can adapt, but also international, not a luxury brand, a single brand of annual sales can achieve 10 billion.

In contrast, the current domestic brand marketing is extensive, for example, the scale of Zhejiang Province is equivalent to Germany, the domestic market has considerable potential, but there is no refinement of the operation, the market segmentation is still far from enough, and the business model is in urgent need of innovation.

“As we promote our brand, we focus on grasping the quality of prototypes and fabrics and studying the future trend of new lifestyles, such as windbreaks, insulation, perspiration and other new types of environmental protection materials. However, we must keep in touch with the market, and design and R&D must be done from the product. Planning to change product planning.” Li Qiming believes that Shanshan has been carrying out brand promotion, will also promote mergers and acquisitions of companies and brands, industrial resource integration, and ultimately the formation of a brand that can continue to promote the power of clothing.

Just last month, Shantou Shantou and Mitsui Real Estate Co., Ltd. jointly developed and opened an outlet mall with a floor area of ​​approximately 180 acres. About 130 domestic and foreign brands have entered the commercial plaza. In the next ten years, Shanshan Group plans to build 15 to 20 outlets in China.

“Shanshan will not give up its apparel business. The time is ripe. In addition to the existing brands, Shanshan will consider acquiring some first-tier or second-tier clothing brands in Europe and expand the main business of clothing.” Zheng Yonggang, the board of directors of Shanshan, made it clear.

According to the reporter’s understanding, Shanshan’s shares are currently the main platform for Shanshan’s apparel business. In 1999, Shanshan’s clothing business revenue was 822 million yuan. In 2010, clothing business income reached 1.528 billion yuan, an increase of about 95%. The entire Shanshan Group achieved sales of 14.2 billion in 2010, and the target of Shanshan in 2018 is 100 billion yuan.

Innovation model may wish to learn from the foreign brand "Ningbo clothing business innovation business model, you may wish to learn from some foreign clothing brand experience and practices." Vice President and Secretary-General of Ningbo City, Zhang Xiaofeng said.

Zhang Xiaofeng introduced that ZARA brand has a strong character recognition ability, can provide a quasi-first-line brand shopping environment, but also provide the brand's fashion innovation, but the positioning of the three or four-line brand price, comprehensive view of cost is its outstanding competition Advantage. Although it is a popular brand, its response speed is fast, and its ability to absorb first-tier brands is surprisingly strong.

Li Qiming also believes that the ZARA brand is rich in high-tech and information content: First, the ultra-sensitive responsiveness of market demand; Second, the logistics system is in place; Third, the speed of ultra-fast follow-up and big-name first-wave market is new, ZARA The second wave immediately followed.

In addition, Ningbo's clothing brand catwalk will also have to learn from foreign big names. Ningbo garment enterprises have a professional walk-through of hundreds of thousands or even millions. While foreign big-name fashion publications are simple but meticulously planned, attention is paid to the details of the processing. The purpose is to pass information to professional buyers and introduce a new design. The idea is to attract the attention of retail groups and guide consumption. There are also “shows” that are positioned in fashion trends. Their role is to lead fashion and take a step forward, reflecting the insight and strength of apparel brands.