The Survival Mode Of Guangdong's Clothing Industry: No Export, No Domestic Sales, No Brand.

2012 is a typical post crisis era. clothing The development of the industry is facing a severe test. Transformation and upgrading is imminent. "Export can not be sold domestically, domestic sales can not be made brand" has become the present. Guangdong garment industry The survival mode.

To manage advanced women Fashion brand Chung Chi branch, chairman of the Guangzhou Jiaqi Company Limited, admitted that "for the clothing industry, this year is the real winter. We have done a lot of work in fashion, creativity, and concessions, so that we can keep the employees' jobs."

　　 "Thin" value

With the rapid development of material and technology, the demand for clothing has changed from the early practicality to the present functional. In the fierce market competition, winning the market with core value is regarded as the foundation of enterprise development.

Taking the traditional route, an old clothing enterprise has obviously not adapted to the new situation. So how does Guangzhou Kai Qi transform and upgrade and discover its unique advantages?

"When the value of the product is greater than the price, the consumer will be willing to buy it, so that people who can not be well proportioned can be packaged well, which is the value of clothing." Weng Wei Xia, the design director of Guangzhou Kai Qi Limited, locates the core value of Kai Qi.

"Women never like to wear big yards. clothes Kai Qi 38 yards of trousers can be worn by 44 yards, and it is comfortable and thin to wear, so consumers will choose our brand. Weng Weixia said that it is not easy to be "thin". Designer We should not only understand the design style, but also understand the characteristics of the fabrics. Then we should use ergonomics to make stereotactic cutting according to the different structure of the human body. Weng Weixia believes that in design, we can only create valuable products to meet the needs of consumers.

　 　 Word of mouth marketing

Unlike the companies that spend a lot of money on advertising, another magic weapon for AI Qi Lai to spend the winter is the word of mouth of consumers.

Actually, AI Qi's advertising investment can be said to be zero. What we do is word of mouth. Now, Qi Qi clothing has become a popular choice for Guangdong golden collar women and women cadres at all levels and women leaders to attend formal occasions and more important life occasions. Weng Weixia said that only by winning the recognition of "nobility" with quality, the brand will naturally spread in the "noble" life circle.

The brand effect of "aristocratic" life circle can win wide connections for enterprises. But winning the reputation of the upper middle class consumers is only the beginning of product marketing.

Weng Weixia said that it is another aspect of Kai Chi's sales of word-of-mouth to maintain customers' heart and let them experience the service of nobility. "For VIP customers, we will give the most practical feedback, such as a comfortable shopping environment, the price is lower than other equivalent value products, the other is service, timely understanding of customer needs, tailored."

Besides creating aristocratic brand, the road of aristocratic brand popularity can not be ignored. "Let every Chinese woman's wardrobe have a set of armor clothing is our development goal." Weng Weixia hopes to attract consumers of different levels with price through classic suits, long season discount and so on.

　 cost control

Products to win the market and win consumers are nothing more than a balance between their value and price. In the design innovation and brand promotion, product cost control is particularly important. Fabric in garment industry is an important part of controlling product cost.

"Every year, we buy a lot of fabrics from suppliers on a quarterly basis, because we have a large demand and the price will be reduced by suppliers, and they know that we will have regular procurement every season, and we can prepare ahead of time, so we are not afraid of global price fluctuations." Weng Weixia believes that by purchasing large quantities of suppliers' products and establishing a good reputation relationship with them, it is a great way to reduce the price of raw materials, and can also reduce time cost, labor cost and management cost.

A large amount of procurement is to reduce the cost of raw materials, but how to digest the "huge amount" of raw materials to avoid any impact on other links, Weng Weixia said, "turn this fabric into the classic fabric of our brand." Each season uses this fabric to make the basic profile so that it can be positioned in different units. You can also use this fabric to make a fixed product to form a flagship product and let it sell like a shirt every quarter. "

A large number of raw materials purchased means large consumer groups, and attracting more consumers will have to continuously enhance the value of products, the value of products has been recognized, the more tired the consumers will be, the greater the purchase quantity, the lower the cost, and the lower price will better reflect the value of the products. This circulation system makes Guangzhou Qi Qi live in "warm" in this cold winter.