Chen Wen Analyzes China'S Clothing Research And Development Mode

Over the past decade or so, some of our brands have gone too far, exaggerated the surface packaging of the brand, and can not adapt to the domestic consumer market; others have modeled the brand image abroad, giving people the illusion of brand, but with the change of the times, they will also gradually decline.

In fact, the reason for these brand phenomena is the R & D mode.

We might as well analyze the current situation in R & D mode.

The doctrine of group buying is a lack of brand culture and core design.

Many brands often make only one or two garment categories, and other categories are purchased from some professional factories, and these manufacturers are not only brand names, but also for many similar brands.

Therefore, when the products are listed, we will see that many products are exactly the same, and some of them are still in the wholesale market.

Corporate executives and buyer directors are also common faults of most entrepreneurs. They replace the profession and market with their own eyes, and appear too confident from the perspective of their experience.

They replaced the design management and design director from their functions, which affected the whole team's operation.

The above quarter sales experience is a yardstick to grasp the trend of popularity. This way to predict market orientation will be very conservative. Once the products are listed, they will appear old and obsolete, which is the last thing dealers want to see.

The products recommended by OEM owners are limited and subjective. OEM enterprises often recommend products with larger orders or some strong brands to determine their products, which also makes the products easy to be identical.

Brands and agents / franchisees jointly organize goods - they go to the OEM to decide the pattern of the order, which obviously exposes the malady in the operation of the brand. The seemingly simple product mode also makes the brand additional value greatly reduced.

The operation of brand operators is not only the role of logistics, but also the pformation of management functions.

The combination of internal R & D and purchase design - there are many design companies or studios in the industrial chain of each brand cluster.

They will have more research and development capabilities than OEM companies. Therefore, apart from setting up R & D departments outside their own companies, brand designers will have a larger proportion of outsourcing designs, and their design styles are generally different from the brand interior design styles.

Therefore, the research and development within the brand will be lifeless.

All of the above points reflect the homogeneity of the product, which is rooted in the problems of product R & D mode and management.

In the past 10 years, the brand of men's clothing has been changing along with the market changes, and the development speed of the market has far exceeded the speed of brand pformation.

Our market will be able to synchronize with Europe in a relatively short time, but our brand operation is quite different, and it is still in an initial stage.

This is also contrary to the law of market consumption.

Consumers choose clothing products with a popular view. In these respects, we still organize goods in a static way. It is a simple combination, without a style line, without a cultural vein.

Look at the order meeting again.

For enterprises, ordering will be the most critical and the most important part of the current marketing mode.

Although we see all kinds of orders in the various orders, most of them still remain on the surface to create momentum and promote products.

They did not go deep and meticulously to research and promote marketing with terminal customers as the center.

From the order meeting, we can see the fragility of our brand. One order will determine the fate of the next season, and decide the direction and scale of its development.

We seem to have gambling components, and deep excavation is not difficult to find. The root causes are problems in R & D mode.

We seldom start with the study of consumer psychology and analyze the style we are going to develop and predict the popularity of the market from the change of lifestyle.

Therefore, we have been following the market in continuous pformation, from the first line to the two or three line brand, the competitive pressure is virtually increasing.

$show_page$in the research and development mode, what we lack is the operation of specialized teams.

The most important thing is design management.

Design management is not a substitute for entrepreneur or personal behavior, but a specialized, industrialized, scientific, programmed and commercialized operation process.

It is related to the relationship between designers and brands, designers, professional and non professional personnel, and upper and lower levels.

Our brand must undertake the main task of design management by a professional design director. Its business involves market orientation, brand style, product positioning, designer's guidance, process monitoring, design decision and so on.

Design management can not be the vertical management of enterprise owners.

Therefore, design management is the core of R & D mode and the professional means to realize product development process.