2013 China Clothing Conference: Reconstructing Business Models And Reinventing Growth

< p > China < a target= "_blank" href= "//www.sjfzxm.com/" > clothing < /a > conference: < /p >

< p > we have created a proud past. How can we create a better future? < /p >

< p > China's garment industry has entered a new round of adjustment.

The demand for the international market is sluggish, the domestic demand market slows down, the social value mainstream orientation and consumption behavior change, and the production and circulation costs continue to rise.

The unfavorable market environment is not only slowing down the growth rate, but also the rational thinking of the practitioners of the Chinese apparel industry. The era of China's independent fashion brand to the time of innovation pformation, the era of re creation of the mode and value has arrived.

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< p > China's independent clothing brands are sitting on a 1 billion 300 million person volume consumer market. There have been reports that China will surpass Japan to become the second largest consumer market in the world in 2015. In the face of the sluggish export market, there is no doubt that the domestic demand market will become an important driving force for the growth of Chinese clothing brands.

Chen Dapeng, executive vice president of the China clothing association, pointed out that the future development of China's garment industry should take "meeting new needs and building new advantages" as its responsibility. We should grasp the new requirements of the pformation of the fashion industry development mode, the new requirements of the garment industry upgrading and upgrading, and the new requirements of establishing the modern garment production system, and meet the new expectations of the people for the higher material and cultural life, the new expectation of better employment and the new expectation of good ecology.

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< p > now, the rise of new media marketing, the hot channel of e-commerce, the rapid growth of capital generated by the brand, the rapid fashion coming, and the trend brand becoming beloved.

China's manufacturing industry and even people's lifestyle are undergoing profound changes. China's clothing domestic demand market, which is constantly changing, is changing rapidly.

The forced mechanism of consumer terminals has had a revolutionary impact on the design, R & D, organizational structure and corporate governance of enterprises.

Management mode innovation, production mode reengineering, design research and development mode remolding, terminal business mode change......

The innovation of mode system that aims at products and meets the needs is constantly emerging.

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< p > these innovations can only add value to the brand value system through systematic means and means.

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How can China's garment enterprises and brands accumulate over the past 30 years? How can we start again? In the face of the new information age, what kind of business model will be born and innovate? In the face of the new consumption era, how should we build a new brand advantage and new brand value system? < /p > p

< p > Qingdao red collar mode has opened up a new growth space for Chinese clothing.

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< p > the red collar group's MTM, which is based on high-end high-end customization, has brought great changes to the company's management and operation.

The MTM products of the red collar group are well received by the white-collar workers in Europe and the United States. The sales revenue of their MTM business has accounted for 22% of the total sales, and the profit level has accounted for 46%. In 2008, the sales revenue reached 4 billion 236 million 870 thousand yuan, and the profits and taxes were 678 million 70 thousand yuan. In 2009, sales income was 1 billion 527 million 820 thousand yuan in 2009, and 259 million 350 thousand yuan in profits and taxes. By 2015, the MTM business income of the red collar group will reach more than 90%, becoming the first brand in the world's advanced MTM field.

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< p > clothing manufacturing industry is a labor-intensive industry. The initial production capacity, labor productivity and quality improvement can only be realized by relying on modern advanced manufacturing equipment.

However, with the development of fashion and differentiation in clothing industry, the demand for personalized demand of consumers has been increasing rapidly year by year. The MTM customization mode of industrial clothing has become an effective means for garment enterprises to adapt to market changes and enhance their competitiveness.

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< p > since 2005, Qingdao red collar group has shifted its business strategy to high-end men's suit and tailor-made MTM business.

Focusing on the high-end customized operation mode, we have identified the "mass customization production mode" of "product diversification and customization" by means of comprehensive pformation of business processes and management processes with industrialization and informatization as the two wings, which meets the personalized demand and rapid response and rapid delivery requirements of the market. It ensures that the mass customization production mode that can meet the individual needs of customers without sacrificing the efficiency of enterprises has realized the strategic pformation of collaborative operation between personalized hand-made production and modern industrial production, so as to realize the blue ocean strategy of fashionable and differentiated competition, and greatly enhance the economic benefits. The integration of the two technologies is an important support and basic guarantee for the realization of the enterprise strategy, and has become the fundamental path for enterprises to continuously enhance their core competitiveness. In order to achieve the first strategic goal of MTM in 2015, Qingdao red collar group

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< p > > through "two integration", Qingdao red collar group has realized < a target= "_blank" href= "//www.sjfzxm.com/" > textile < /a > garment industry has changed from traditional labor intensive enterprise to high performance hi tech enterprise, from pure production type to creative service type, thus greatly improving the added value of products.

Two integration promotes the pformation of enterprise management mode and values, improves the level of efficiency and improves the core competitiveness.

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< p > the fundamental source of the existence of enterprises is profit. Only by converting competitive advantage into core competitiveness can we achieve the best value, function and cost.

But this mode is not easy to obtain, and it must have its original creativity and boldness.

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< p > clothing is an important consumer product in people's daily life. In recent years, people's consumption concept has undergone profound changes, and is moving towards personalization, fashion and high-end.

This consumption concept promotes the rapid development of MTM consumption mode. The traditional clothing tailor is tailored by tailors to measure individual size and then according to the special requirements of customers.

This manual workshop process, due to lack of standardized standards, long production time and low output, depends entirely on the personal skill level of tailors, and the poor stability of product quality.

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< p > so the manual workshop mode of tailoring can not meet the needs of large-scale production capacity of modern industrial production equipment. This also urges garment production enterprises to study the customized design method, production mode and operation mode of modern industrialization.

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< p > red collar group has launched the suit tailored service since 2000, and began to explore the integration of personalized customization and large-scale industrial production.

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< p > with the development of customized business, although most of the garment manufacturers at that time only used several limited sizes to make modifications, the peak reached 500-600 individual orders per day. The pmission of information through telephone and fax has brought unprecedented challenges to the development of new business. When customers placed orders at a special store, they inquired about the fabric that was available, but failed to deliver goods due to fabric shortage at the time of delivery. They had to ask customers to choose fabrics again, and some customers had to repeat them 5 or 6 times.

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< p > this is just the tip of iceberg. Therefore, the surface accessories consumption problems, supply chain management problems, product quality problems, style design problems, plan delivery problems, production management problems, cost accounting problems and after-sales service problems have all been put on the chairman's desktop.

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< p > how to solve the various problems that face? The chairman of Qingdao red collar group is acutely aware that the new information technology may be a magic weapon to solve all kinds of management problems.

Since then, a large scale of information technology has been introduced, and the exploration of the integration of enterprise informatization and industrialization has been started. The management of fabrics and delivery dates has been solved through the implementation of the ERP system of Fu you clothing.

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< p > with the change of customer's individualized demand and the business strategy requirement of group repositioning, how to accomplish from traditional customization to mass customization has become the first problem to be solved in the industrialization of MTM business strategy.

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< p > according to the need of industrialization MTM business strategy, the integration of operation mode innovation and information system integration has become a strategic booster of the red collar group.

The new business strategy and business operation mode of red collar belongs to complete independent innovation. There is no precedent in the international garment industry, and there is no ready management practice and management software system support.

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< p > red collar, through cooperation with domestic software vendors such as Beijing Wei Fu you, makes use of their respective technical advantages and management advantages to jointly build Qingdao's red collar group MTM global business support platform. Through the pformation of the existing information system, through the construction of MTM e-commerce platform, it effectively supports the global MTM business strategy of the group company.

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< p > in promoting the integration of the two technologies, the red collar group has achieved the main technological upgrading: the clothing version database system has been built, and its own intellectual property rights have been established; the integrated digital garment design and manufacturing system for MTM has been established, which has the capability of garment industrialization MTM; it has built up an e-business platform for rapid response of customers, and has realized the innovation and development of the design method, production mode and business mode of the apparel MTM integrated with information technology and industrialization.

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< p > in the market operation, Qingdao red collar group is also thrived.

At present, we have built more than 300 unified stores and standardized management outlets in the country, and have entered the more than 20 countries and regions of the United States, Italy and Canada with their own brands. EU customers have joined the red collar and established the flagship store of red collar international brand, which has pioneered the overseas franchise of "a href=" //www.sjfzxm.com/news/index_f.asp "national dress /a".

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