The Establishment Of The Brand Alliance Of Guangzhou Garment Industry; &Nbsp; Creating "China Intelligent Manufacturing".

Reform and opening up in the late 70s

In recent years, the advantages of Guangzhou's clothing industry are gradually decreasing, and how many brands of clothing can be named in the whole country? Brand building has lagged behind in Jiangsu, Zhejiang and Shanghai, and has become the consensus of the industry.

What is more serious is that after the signing of WTO, China's clothing industry "dances with Wolves".

Foreign brands, even two or three brands, have only a huge sum of money and one.

In August 27, 2010, sponsored by the Guangzhou daily news, the first "Guangzhou dress culture week Summit Forum" hosted by the Guangzhou garment industry chamber of Commerce was held in Guangzhou. During the first time, Guangzhou's "Guangzhou garment brand alliance" was set up to jointly develop the market. The Guangzhou garment industry association and the Fuli group formed a strategic cooperative relationship; Minsheng Bank also announced the grant of the one hundred million yuan RMB business credit line to the garment industry chamber of Commerce in Guangzhou.

The establishment of Guangzhou clothing brand alliance is expected to become another shock to Guangzhou after the reform and opening up.

Li Xuejun, President of the Guangzhou garment industry association, said that under the brand alliance, Guangzhou clothing will go from "made in China" to "Chinese wisdom", and gradually go out of the many difficulties brought by changing the cage and changing birds. Through the innovation in management, technology and design, we will once again "serve the whole world" again.

Fierce competition after market expansion

The heart kissing brand of Guangzhou Qi Cai Garments Co., Ltd. was founded in 1993 by China's top ten designer, Mr. Zeng Wei, and opened the first flagship store in Beijing Road, Guangzhou in early 90s.

In 2005, he worked in the international logistics industry. In 2009, he was only 32 years old. Luo Jiasheng, now the general manager of fashion kiss fashion, was only a year old.

Just a year ago, he admitted that the industry span of making clothes is a bit big.

Making clothes such as nuclear war? Indeed, in Luo Jiasheng's view, the two are strikingly similar.

In his words, the mention of nuclear weapons always gives people a feeling of uneasiness because of its rapid speed, wide coverage and lethal radioactivity.

However, for nuclear super energy, people have unlimited yearning.

At present, the domestic brand clothing retailing industry is also facing the same situation.

The data in Luo Jiasheng's brain made him have unlimited reverie for the clothing industry.

He said that with the rapid growth of the country's overall economy and the continuous progress of urbanization, the stimulation of domestic demand policy has brought unprecedented market opportunities for enterprises.

National Bureau of statistics data show that from January 2010 to May, China's consumer market continued to maintain rapid growth, total retail sales of consumer goods totaled 60339 billion yuan, an increase of 18.2% over the same period last year.

At the same time, the stage of business is also accelerating and expanding. There will be several large quality shopping plaza in Guangzhou city before and after the Asian Games.

Of course, it is impossible for the noo stage to sing a one-man show.

Some foreign brands have already joined the rallies in a globalized fashion with new ideas and models.

In 2009, a foreign brand has announced that the number of stores in China has exceeded 60 in 9 months.

Other fashion brands are also becoming the new favorite of the mall.

For the fiercely fierce rivals, how can the domestic brands deal with the fierce battles? Luo Jiasheng said, assuming that this is really a war, the opponents are far more powerful than us in terms of volume and quality. Where is the way to get the equal conditions for confrontation?

{page_break}

The nuclear fusion effect of brand alliance

Scrutinize the characteristics of the 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, popularity is becoming more and more homogeneous. Product and store sense is no longer the only consideration for consumers.

In the second upgrade of SPA mode in Japan, the emphasis is on improving the applicability of SPA, optimizing the back-end operation mode, improving the speed of the whole line of operation, and meeting the customers' needs to the greatest extent in terms of time and function.

This is a worthy research topic for domestic enterprises.

"Gather" is equal to integration. It is the only way to mature brand. It is reflected in the enterprise strategy of scale and layout. The perfect pformation of shoe giant BELLE is the successful example of integration strategy. At present, BELLE has more than 20 independent and cooperative brands, and owns more than 10 thousand self operated stores.

The integration of garment industry includes two directions, horizontal single shop scale and geographical layout coverage; the vertical is the combination of product structure and diversified production and marketing chain.

When the scale of two aspects is formed, and with the support of optimization system, we can enlarge capacity and control costs, so as to raise interest rates.

In addition, integration can also be embodied in individual collections, such as the newly established Guangzhou clothing brand alliance, which is formed by a number of differentiated brand organizations. Unified actions can improve both the volume and the complementary functions of products, especially the right to speak in the commercial looting, which is the biggest advantage of the alliance.

IT is the best example.

Difference management takes the road of innovation

"Change" is a necessary characteristic of a new type of enterprise. If the core competitiveness is the vitality and integration is the productivity of the enterprise, then the contingency and innovation is the viability of the enterprise.

There is such a saying: "not relying on comprehensive plans, only relying on excellent countermeasures".

Of course, contingency capability should not be based solely on consciousness. It needs to be built 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 way to solve the current industrial homogenization, brand duplication, discount competition and other industry problems.

At present, the brand duplication rate of domestic shopping malls is as high as 70%.

Recently, the word "crash shirt" originated in Cantonese has become popular in the mainland, which at least demonstrates that individual clothing has become the fashion pursuit standard of mainland consumers.

Therefore, the clothing brand takes the road of differential management in essence, so as to fundamentally change the role of the tail and take a firm and stable position in the market.

Guangzhou, the southern gate of China, has always been famous for its "green mountains and half into the city and six veins all over the sea".

More than two thousand years ago, the Guangzhou port was built up here, and the maritime Silk Road has been enduring for ever.

The pattern of opening to the outside world has made the hot land of Guangzhou deeply branded with the spirit of "dare to take the lead" and "tolerate and save". From the early years of Western Han Dynasty, Guangzhou port, which had formed foreign trade, continued to the Jin, Sui, Tang, song, yuan, Ming and Qing Dynasties.

The silk weaving industry in south of the Five Ridges has risen rapidly. Tens of thousands of textile workers in Guangzhou and Foshan specialize in textile and garment industry. In style and quality, they are beyond the south of the Yangtze River. "Jinling, Suzhou and Hangzhou are all inferior to each other". Guangzhou's dress is first known as "the best yarn in the world", and Guangzhou's clothing has become the city's business card.

Sponsored by the Guangzhou daily news, the first "Guangzhou dress culture week Summit Forum" hosted by the Guangzhou garment industry chamber of Commerce, the leading brands of famous brands and famous experts and scholars gathered together to talk about the current situation and development trend of the garment manufacturing industry in Guangzhou. The future of Guangzhou's clothing is full of expectation.