Interview With Wang Zhuo, Secretary General Of China Fashion Association: Quality, Planning And Marketing Sharpen Brand Brightness.

The annual award of the annual Chinese clothing brand is about to be unveiled. The awards set up by the awards are the embodiment of every aspect of the brand development process and an organism. The success of a brand must be the result of balanced development in all aspects.

In the series of awards set up in the Brand Awards, quality, planning and

Wang Zhuo believes that quality is the foundation of brand.

He said: "we advocate the establishment of four in one brand: quality,

"Planning is the embodiment of brand differentiation.

This difference is reflected in all aspects, including marketing, marketing, development and public relations.

Because it is related to all levels of brand, planning is the homework that every enterprise must do. The planning ability reflects the market guiding power of the brand.

Therefore, planning is the guarantee for the orderly development of brands, "Wang Zhuo secretary general said.

Speaking of marketing, Secretary Wang Zhuo believes that it is the ultimate goal of the brand in the market.

Brand all quality, planning, style, innovation...

Ultimately, it depends on marketing.

Only if the marketing is successful, can the brand have a certain share in the market so as to realize the brand reputation and realize the ultimate goal of the enterprise.

The development of Chinese clothing brand is a process of continuously learning the mature international brand experience.

The gap between China's clothing brand and foreign mature brands is not caused by a short board, but rather an overall shortage.

Wang Zhuo said: "although we have a gap with the international mature brands, Chinese brands also have many advantages.

For example, we have a strong market space, a complete industrial chain and a harmonious social environment. At the same time, the Chinese have a strong learning ability. We have done things for decades in ten years. "

The development of China's clothing brand has benefited from China's reform and opening up and the development of the market economy, benefiting from the invisible lever of the market.

Market oriented Chinese brands are gradually growing. Many brands operate in a way that they never understand and gradually understand.

Take brand promotion as an example: at first, Chinese brands learned to use brand spokesmen to foreign brands, which was considered a good way to promote brand.

At that time, the enterprise endorsed for endorsement. Now, although the brand is still a spokesperson, it has begun to pay attention to how the spokesperson can better reflect the brand connotation and brand spirit, and reflect the psychological demands of the target consumer group.

At present, the promotion methods of Chinese garment enterprises are gradually enriched, from plane to television, and to various international influential activities. The Olympic Games and the Asian Games have become the choice of brands.

This change fully reflects the continuous development of China's clothing brand.

In marketing, Chinese brands are also improving.

The first way of increasing sales with more stores is gradually turning to intensive growth in pursuit of single store sales performance and increasing channel control.

They no longer aim at making a big market, but rather aim at market penetration.

For quality, planning and marketing three points, Wang Zhuo believes that in the process of brand development is indispensable.

He said that Chinese clothing brands are constantly developing and constantly learning from the international mature brands. They already know how to adjust their thinking with their own development.

Quality is strong but business is long.

What does quality mean for a brand? When the reporter threw this question to the three nominated brand leader of the seventh China clothing brand annual award, the leaders of the two enterprises almost hesitated to blurt out that "quality means life", and the head of another enterprise said: "quality is the important factor to decide the survival and death of an enterprise."

As the saying goes, "it's easy to fight rivers and mountains, but it's hard to protect rivers and mountains."

The most important thing is how the quality of a brand can be maintained for a long time.

As Xu Xiaodong, deputy general manager of R & D Department of tiger clothing (China) Limited, said: "if the quality of the product can not be consistently maintained to satisfy the customers, it will gradually lose the customer base.

Especially when the brand competition is so fierce now, when customers are tired of all kinds of homogeneous brands, whoever catches the quality of the products will catch the customers.

In this regard, Tian Mei, general manager of the administrative center of Hubei Meyer Limited by Share Ltd, agrees.

He said: "through various forms, such as advertising, sponsorship, public welfare activities and other brand promotion activities, and ultimately through the consumer's experience and use of products, we can get consumers' high quality recognition of our products.

Without good quality, brand building is as unstable and unsustainable as a house built on the beach.

When it comes to the high quality of the product, it will often be reflected in the details.

Take Meyer as an example, the finished products of Meyer products have stitches, that is, if the stitches are not carefully broken, each part of the needle must be found, collected and registered, so as not to break the needle into the clothing to harm consumers.

"Once, a worker turned over and over again around the workbench in order to find the broken part of the needle, and even delayed lunch.

This kind of detail that pays attention to quality and does not let go of any needle and thread is a common practice among the Americans.

Tian Xu, general manager of the company's administrative center, told us a vivid story.

And the "billion dollar trousers line" of tiger capital (China) Garments Co., Ltd. has also ensured that the details of the trousers are improving.

This expensive assembly line can achieve detailed effects that many traditional processes can not achieve.

Zippers, trouser hooks, buttons, bounding, crotch parts, these parts seem fine, but the requirements for the process are very high, and also determine the feeling of wearing western trousers.

Tiger's "anti bone zipper and indefinite length zipper technology" overcomes the drawback of the zipper arch, which is a subtle and considerate comfort.

The Shun Mei brand, which occupies a seat in the field of senior suit production, is also good at making details.

As we all know, in the process of sewn suits, there is a working procedure to cut the mouth, which must be met in the process of sewing.

If you are not superior, you may not feel at the beginning, but there will be problems when you get dressed in the back.

"When the inspection is conducted in the US, if it is found that the cut is not suitable for the upper part, it will all need 100% rework and re positioning, though it will waste a lot of labor and working hours, but everything is worth and should be considered if we want to give consumers a good quality."

Liu Hongyu, deputy general manager of Beijing Shun Mei fashion Limited by Share Ltd, said.

The quality of excellence has not only captured customers' hearts but also won numerous awards for the brand.

In the sample production evaluation of the Tokyo Fiber Research Institute in Japan, the 6 random samples of Meyer were ranked top among the top brands in the world in terms of standard temperature, high temperature and high humidity. They were ranked the top five in both appearance stability and internal quality.

In February 2009, Shun Mei successfully passed the examination of exemption from export commodities, and was officially awarded the national export exemption business qualification in early June. It became the first Beijing style enterprise to win the award.

However, people always see the aura of honor, and seldom know the role of enterprises behind the aura.

In the winter of 2008, the North was extremely cold, and all of the tiger's high quality corduroy pants were passed all quality checks and excellent products. But because of the cold weather in the north, the trousers became somewhat stiff. Some of the agents of the tiger and consumers of tiger brands reflected the problem to the tiger.

At that time, Guo Jianxin, chairman of tiger capital (China) Garments Co., Ltd. said that as long as consumers do not approve, no matter what the reason, we must resolutely change, we must make consumers satisfied.

So the pants were returned unconditionally, and there were more than 30 thousand.

"Although all of them are qualified products, they also cause certain losses to the company, but we can not affect customers' trust because of any problems."

Xu Xiaodong, deputy general manager of the company's R & D department.

It can be said that quality is the connotation of a brand.

If the internal things are not reliable, others can not speak of it.

In the course of the development of China's garment industry, there are too many instances of unsustainable brands.

Brand wants to be sustainable, and it is quality that deepened in the minds of consumers.

Quality is the core and foundation of a brand. If there is no quality, others are just talking.

Reporter's line of sight

Once upon a time, in the Chinese market, there were many brands that had been red overnight and famous. But with the baptism of time, in the torrent of market competition, these brands that had taken the lead were fading away.

Now I would like to think of those "passing passengers" or by bombing advertising or relying on gimmick hype or some other mystifying means to win the eyeball's economic benefits.

But in the end, it can not be renewed.

After the big wave has cleared up the yellow sand, only those brands that regard quality as life and consistently adhere to quality are always shining.

Quality is undoubtedly the root of the brand's foothold.

Planning power IQ

After making a decision and moving, the wisdom of the forefathers summed up two thousand or three thousand years ago is also applicable to modern enterprises - Planning accurately and thoughtfully, and then acting again.

Enterprise planning is an intelligence activity that the enterprise optimizes the related things in order to achieve a specific purpose. It tests the enterprise IQ.

Enterprise planning includes development planning, R & D planning, marketing planning, restructuring planning, management planning, advertising planning, image planning, procurement planning, logistics planning, project planning and other aspects, involving all aspects of enterprise operation, the meaning is not the same.

For China's clothing enterprises, in the early stage of market development, only one courage to dare to go ahead and fight bravery can open up a world; but in the current competitive market environment, only courage has failed, and enough enterprise wisdom is needed to stand in the industry.

Perhaps on the basis of this consideration, the China clothing association set up the award of "China clothing brand planning Award" when it launched the first "China clothing brand annual award" in 2004.

Over the years, a large number of excellent enterprises in China have participated in the competition.

Chinese fir, Metersbonwe, love, love, big, Li Lang, strong bar and a number of benchmarking enterprises in the successive selection of brand planning awards.

A few days ago, the seventh annual Chinese clothing brand nomination award is fresh out, Me&City, Kaiser, XTEP brand planning Award nomination, the final result will be announced during the CHIC2011.

Although the winner of the grand prize is still a mystery, the three companies have been excited by the ability to be selected for the nomination.

"This is not only a full affirmation of our past work, but also a spur to our future work.

We will make full use of this opportunity to continuously forge ahead and further enhance the overall planning ability of enterprises.

Kaiser shares (China) Co., Ltd., a responsible person sighed.

Just two years after being awarded the nomination award, Me&city was very excited.

Me&City, who is responsible for the interview, said: "the global Me&city flagship store opened in October 2008, and it has been more than 2 years since then. It is a great honor for us to get the nomination of the Chinese clothing brand annual award" Oscar, the Chinese clothing industry ".

The nomination is the Planning Award, which I think is a great affirmation of Me&city over the past 2 years.

In addition, the nomination of the award also deepened their understanding of the planning ability of enterprises.

The head of Kaiser's interview said that a good planning case was hard won, but it was absolutely worth the effort of the enterprise.

It enables enterprises to get twice the result with half the effort in promoting the brand image.

The head of Me&city also said that planning is crucial to any industry, especially in the retail industry.

Any brand needs to find its own unique DNA, the process of finding, identifying, spreading and landing. Every step needs detailed planning.

Isolated brands are just one or a few meaningless words, but through a series of successful planning, these words can give birth to new meanings.

Of course, the nomination of nominations also shows that these enterprises have unique wisdom in planning, and have achieved good results.

In 2009, Kaiser launched a new conference on "swimming Florence - Kaiser 2010".

The conference site uses three-dimensional, multi angle means to cooperate with modern equipment. Combined with the live model shows and opera performances, it combines perfectly the classic cultural elements of Florence Renaissance with the brand image of Kaiser, fully understands the connotation and cultural charm of Kaiser, and the participants are full of praise for the whole planning innovation of the conference.

In 2010, Kaiser gave exclusive sponsorship to the 2010.CCDC China fashion design competition, which has been reported by hundreds of media at home and abroad.

With the internationalization and specialization platform of the CCDC fashion design invitational tournament, Kaiser has achieved satisfactory results in enhancing brand image, increasing media exposure, enhancing existing brand recognition and attracting potential customers.

In 2010, Me&city invited Hollywood's "elf Prince" Orlando Blum to be his spokesperson, and conducted a series of activities marketing plan, through the forum hype (ERP hype, through consumers to buy, collocation after the real experience to infect other consumers), blockbuster and hard and broad, TV, magazines for a combination of release, combined with blockbuster, special interview and other different angles to spread the brand.

In 2010, Me&city's brand awareness increased by 45% and its reputation increased by 39%. In Me&city's own view, this has a lot to do with its carefully planned series of activities.

Similarly, the activities planned by XTEP were also in full swing. In March 2010, XTEP and the World Expo Coordination Bureau of Shanghai signed a cooperation agreement at the media service center of the Shanghai World Expo Bureau. XTEP provided a total value of 36 million of the exclusive clothing for volunteers from Shanghai World Expo 80 thousand Park, and was awarded the honorary title of "2010 Shanghai World Expo designated sports clothing" and "2010 Shanghai World Expo volunteer chief partner".

Under the leadership of XTEP President Ding Shuibo, XTEP realized the marketing strategy of "two track" mode of sports and entertainment, and paid attention to the sharp weapon of "big event marketing", which made XTEP stand out in many famous sports brands.

Reporter's line of sight

Some business planners are willing to compare themselves to monosodium glutamate, without which their enterprises will have less flavor; but more planning people are willing to compare themselves to salt, and without them, enterprises will have no incentive.

In today's market environment, any enterprise needs planning power, especially for brand enterprises and fashion enterprises.

In recent years, with the further integration of the Chinese garment industry with the international community, the domestic garment enterprises have increased their investment in capital and manpower in the planning link, and the enterprise planning ability is gradually raised.

But objectively, there are still some shortcomings in the overall planning ability of domestic garment enterprises, especially the phenomenon of homogeneity is serious.

Many enterprises have not really realized the significance of an excellent plan case. In the actual operation, it still stays in the stage of imitation, and the overall innovation ability needs to be enhanced.

Ultimate goal of marketing enterprise

How can a brand be successful? It must be a good share of the brand in the market.

Because only with market share will reputation and high added value make enterprises profitable.

Brand development to today, market oriented is the consensus of every brand. Only by achieving market success can brand success be implemented.

And behind all this, marketing is the material guarantee of all this.

Although marketing is a part of brand development, this ring is in the forefront of all other aspects.

Lin Shuling, vice president of Gloria, said: "although marketing is only a part of brand management, it is not more important than other links, but marketing is the most peripheral, so the exposure rate is also the highest.

Marketing is the key to the brand to understand the market. Marketing determines the direction of planning. Through marketing, the brand realizes where the attractive consumer groups are in the market. What is their demand? Marketing enables all other aspects of the brand operation process to be implemented, and returns to the enterprise through the feedback from marketing execution, guiding the development direction of planning, quality and so on.

Since its birth in 1995, "Gloria" has been the sole pioneer in interpreting the brand connotation in the world tourism culture. The footprint of the world tour has never stopped. Its footprints are: Thailand, Australia, South Africa, France, Paris, Athens, Switzerland, southern France, the United Kingdom, Spain, Italy, Singapore, Bali Island and other places.

Every quarter, Gloria will specially plan a journey to integrate the local scenery, humanities, life breath, fashion and clothing to create fashionable and feminine dress.

Gloria believes that "to travel is to live".

In addition, Gloria will display the culture of the "global travel" through the display of fashion magazines and stores in the season, and will offer gifts with tourist attractions to share the exotic customs with consumers.

This unique way of marketing has made Gloria stand out among many brands.

"Gloria" Guangzhou's "225" club is the place to interpret the concept of world tourism. In this 60 year old house, Gloria set up a place for VIP customers to rest and meet.

There are flowers and green plants everywhere, as well as coffee shops for VIP customers to relax.

In such a relaxing place, there are "Gloria" quarterly products and souvenirs from all over the world.

To make culture and marketing invisible, the marketing concept of Gloria is indeed an innovation.

The "YINER" sound is another nominated brand of the brand award Marketing Award. The relevant person in charge of its fashion group points out that brand marketing is to consolidate the important information of brand culture, spirit, personality, product and quality into a brand symbol, so that the product can enter the customer's heart with the brand symbol.

Before 2005, the marketing of the movie was marketing, paying attention to the construction of the market channel, passing the goods to the customers' hands. After 2005, the marketing was built under the brand strategy of brand marketing, paying attention to the dissemination and brand management of the brand personality, passing the commodities and brands to the hearts of the customers, and better promoting the long-term healthy development of the enterprises, which is one of the core of the enterprise development.

During the interview, the person in charge said: "the feature of the movie fashion group is that the enterprise has formed the correct values and has a clear enterprise strategy. Under the multi brand strategy, it aims at serving customers, highlighting brand personality and brand marketing."

Taking the construction of terminal marketing team in recent years as an example, the training of shop assistants should be quantified through three periods: internal training, external training and self training. At the same time, a good terminal environment and high income incentive mechanism will be provided to complete the most solid terminal marketing basic work so as to become a senior customer image consultant as the primary goal. At the same time, the company has made clear three to five years career development plan and become the manager of the enterprise. Enterprise development relies on the growth of employees, and the development of enterprises has also made every employee's life grow.

EP Ya Ying believes that marketing plays a pivotal role in brand development. We see whether a brand is successful, whether the brand product is loved by consumers, and whether the brand image is popular among the people. The most important measure is whether the brand is recognized by the market, and marketing is the forefront of the brand facing the market.

Since last year, EP has been nominated for the award of the annual award of the Chinese clothing brand for two consecutive years, which is the recognition of EP's strong market performance and brand operation ability.

EP Ya Ying attaches great importance to the development of marketing channels, in order to more robust and rapid development of EP Ya Ying brand, EP Ya Ying discarded a single retail sales channel, set up department stores, stores, SHOPPINGMALL, large-scale fashion life hall as one of the self marketing network and affiliate network organic integration of three-dimensional marketing channels.

At present, there are nearly 500 terminal sales network of Ya Ying clothing, which has been spread across the second tier cities with more developed economy in China.

In particular, it is worth mentioning that after years of painstaking research and actual combat, the large scale shops and fashion life shops opened in the busy commercial streets of key cities are the practice and deepening of the brand "carrier cluster" strategy and become a beautiful scenic spot in the local area, bringing customers elegant and fashionable clothing and quality life experience.

In 2010, it entered the field of e-commerce, and played the role of online shopping platform in brand promotion and channel expansion through the integration of online and offline businesses.

This so-called "five legged" walking mode will continue to form an aircraft carrier fleet, creating EP's brand image.

EP Ya Ying is constantly innovating in marketing. EP Ya Ying focuses on customers and products, with the idea of "selling" and "battalion". In 2010, creative use of "product line marketing", "charitable love marketing" and "PK cultural marketing", combined with the marketing and services of going out, firmly grasped the hearts of customers, and achieved "three 100%" activities. Under the premise of no discount promotion, single store single day marketing activities exceeded 1 million and 2 days to achieve 55 million of the national retail breakthrough.

This achievement is based on the development of new customer resources and brand value. It has created a new chapter in marketing activities. It has been highly recognized by many retail stores and the same industry, and has won fame for EP.

Reporter's line of sight

Marketing, the most explicit expression of this brand, is the ultimate carrier of brand comprehensive strength.

The success of marketing determines the market share of the enterprise, so marketing is always the leader of the brand.

"Marketing first" is the consensus of every enterprise under the development of market economy. Marketing deepens the connection between the brand and the final consumer group. It is the way for the brand to find the direction and the ultimate goal of the brand.

The unshakable goal of marketing in brand is to make profits for enterprises. Therefore, each brand has made strange strategies in marketing strategy, and innovation has become the key word of marketing forever.

Only by constantly innovating can brand enterprises get a step ahead in marketing and achieve impressive results in the market, so that brand enterprises can make profits and achieve sustainable development.