" Three Products " Strategy Helps Qingdao Fashion Industry Develop Against The Trend To Achieve Pformation And Upgrading.

OEM, low price competition, labor intensive......

Under the impact of the new consumption era and the Internet age, the domestic tradition

The disadvantages gradually become prominent.

In the stage of great strides.

Also encountered this bottleneck.

In order to surpass bottlenecks, Qingdao's fashion industry is planning to "turn around".

Under the strategy of increasing variety, quality and brand, the Qingdao fashion enterprises focus on brand and Internet to realize pformation and upgrading and counter trend development.

In 2015, 549 textile and garment enterprises above Designated Size reached 128 billion 660 million yuan in total industrial output value.

Path brand, brand clothing market demand increased

"Living at home is nothing more than clothes, food, shelter and work. How can you treat yourself with clothes?"

Li Ying, a fashion stylist, says that buying clothes and styles is no longer the first choice. Clothing brands become an important measure.

She told reporters that, unlike in the past, she buys clothes today, usually giving preference to stores. Although the price is higher, they are better at quality and more comfortable to wear.

In China (Jimo) clothing brand incubator center, the six words of "design", "brand" and "channel" are very striking. The responsible person, Mr. Lu told reporters that the clothing industry always takes the lead in "design", followed by "brand".

"In the past, the garment industry in Qingdao was mainly supplied by materials processing. Under the new situation, brand management has become the only way."

Mr. Lu said that the incubator center currently has two brands of channels, one is the enterprise's own brand, the other is with the international brand cooperation, get the production and sales agent.

"Raw material processing does not have to bear the biggest inventory pressure of the fashion industry, and the business model of steady profit has killed many enterprises' fighting spirit, but now the situation is different."

Pang Jun, the standing vice president of the Chinese group, analyzed the current market situation. He said that the adjustment of industrial structure is the main problem in the garment industry. The garment enterprises want to leave their own customers, so they must build their brand and strengthen their inherent advantages.

In addition, Pang Jun also analyzed the relationship between brand and brand name for reporters. He believes that it is a process from a common brand to a name brand. It is a process from quantitative change to qualitative change. The brand is a symbol to the enterprise. When this symbol is widely recognized by consumers, it forms consumption inertia and attracts consumers for two consumption and consumption. After a certain degree, the brand will become a famous brand.

Chen Xiucai, who is about to enter his early years, has been working hard for three years in the clothing industry. Now he is no longer just doing the wholesale and retail business of clothing. He has really tasted the sweetness of brand operation in the forefront of the pformation of the industry. The WOWPINK brand he built now not only made a mark in the domestic market, but also began to enter the market in Japan, South Korea, Europe and the United States.

"In this business there is no brand, and in addition to the money earned in a few years, I will have nothing."

Chen Xiucai said that it is wise to build its own brand, both in terms of long-term development and value-added products.

According to Chen Xiucai statistics, in 3 years, his team has increased from 3 people who just started their business to more than 30 people, and 30 thousand yuan has also increased 500 times.

It is reported that at present, more than 80% of the clothing companies in the island city have begun to develop their own brands.

Children's clothing brands embrace "Jiangshan"

In the course of the interview, the reporter also learned a situation: Children's clothing brand to play "Jiangshan" in the island city wrote a thick ink.

"Underwear industry in Qingdao used to be a small name in the whole country. Now it is not the same as before, but the foundation remains.

In the adjustment of industry, we find that children's comfort requirements are similar to those of underwear. On this basis, we regard children's clothing as the focus of development.

Pang Jun said that at present, dozens of Qingdao strength children's clothing brands have been signed in the Sino 1 Qingdao international garment industry city, including dozens of Qingdao strength children's clothing brands, such as love BEIXIANG, left left cow, Beibei pet and Lulu.

Among them, the 3 children's clothing brands such as AI Bei Xiang have just participated in the sixteenth fashion week.

With so many children's brands gathered together, how to ensure their healthy development? For reporters' questions, Pang Jun said that the development of children's clothing brand is a virtuous circle.

"Competition is relative. If there are only a few children's clothing brands in the industrial city, and the overall market share is small, the enterprises will be on guard against each other.

But dozens of companies and hundreds of businesses are gathering together, and things are quite different.

Pang Jun said that when purchasing from all over the country, buyers must concentrate on finding children's clothing enterprises. There are many brands of children's clothing in Qingdao, and more buyers will come to Qingdao. The bigger the cake is, the bigger the market will be.

Garment industry output increased by 8.3%

"Textile and garment industry is Qingdao's traditional competitive industries and important livelihood industries."

Xiang Yangqing, director of the Municipal Commission of letters and commissions, said that in 2015, the brand promotion, innovation drive and domestic demand promotion were carried out to accelerate the implementation of the "Internet +" intelligent pformation under the new normal situation.

549 textile and garment enterprises above Designated Size reached 128 billion 660 million yuan in total industrial output value, an increase of 8.3% over the same period last year, and the value of export delivery reached 26 billion 570 million yuan, up 2.5% over the same period last year.

In addition to the growth of the Internet industry in the red collar group in 2015, the development group has accelerated the development of fully automated production lines and workshops, and promoted intelligent production into the group's "13th Five-Year" plan. It has promoted the application of the new generation of ERP based digital automation control technology equipment and personalized customization system to enhance the core competitiveness of the products.

Relying on the national multi component and differentiated yarn grey cloth development base, the development of multi component, differentiated and functional textiles enjoys a high reputation in the industry.

Hong Ni, Xintian, Haili and a number of backbone enterprises are actively adapting to the new normal, accelerating the cultivation and development of new kinetic energy, and increasing the level of intelligence, networking and data.

At present, the 6 enterprises in China are the 500 most competitive textile and garment enterprises in China.

Path two Internet based fashion enterprises aim at Internet industry

With the advent of the Internet era, machine replacing manual labor, flexible customization instead of mass production has become a trend, and garment industry is no exception.

In the Internet age, the development of garment industry must be customized to meet the fragmented demand of consumers as the direction of pformation.

"Xiang Yangqing, director of the Municipal Commission of letters, said so.

In the past fashion week, the magic van of a Qingdao red collar group attracted the attention of many fashion designers and fashion enthusiasts.

According to the staff of Qingdao red collar group, this bus loaded with the world's advanced level of 3D volume meter developed by the group in ten years. Customers stand up and only need one and a half seconds scanning to get 22 data of 19 parts of the customer's body. The data are sent to the terminal of the garment workshop through the on-board computer and customized for the consumers.

As long as people download the magic factory APP on mobile phones and click on the appointment volume, they can call the bus service. After 7 days, the citizens can receive customized clothing at home.

As we all know, red collar is an old clothing enterprise in Qingdao. When it was founded 21 years ago, it mainly relies on the traditional mode such as mass production and OEM.

However, with the increasing cost of labor and raw materials, the traditional marketing mode is difficult to continue. This also leads the red collar to a new mode of "Internet + private customization".

Consumers simply choose their favorite colors and styles on the software by placing orders on the phone, and the red collar will design the clothes according to the needs of the customers and send them to the consumers' hands.

It removes mall and other intermediate links, from product customization, design production to logistics sale, and relies on data driven and network operation C2M.

Customers directly to factories instead of channels, so as to achieve zero inventory, low investment and high return rate, forming a very high customer stickiness.

"We specialize in personalized garment customization, with customers all over the world, especially overseas.

In 2014, the overall customization business grew by 150% compared with 2013, and 2015 increased by 100% over 2014.

Speaking of the company's overseas performance, chairman Zhang Daili's eyebrows are full of pride.

Using electronic business platform to achieve corner overtaking

Of course, in terms of sales, there are more and more fashion companies entering the electricity supplier channel.

Feng Wei, director of the letter Committee, said that the threshold of entering 100 stores was high, the store rent was expensive, and the distribution system of clothing wholesale market was not enough. Therefore, in recent years, opening Taobao shop has become the choice of many women's clothing brands.

Tmall store "Yihua Zheng Hong" comes from Zhang Yihua, one of the designers of Qingdao, and is founded in 2010. It has been 6 years old.

The reporter entered the shop to see that the front page of the shop made a striking reminder that it was the top ten designer brand in China.

Click on the store's clothing, including short skirts and dresses, to coat, the most expensive 599 yuan, the cheapest nearly 100 yuan, the overall price is higher than the general Taobao brand women's clothing.

One of the best selling short skirts has sold 556 units and the price is 168 yuan.

The reporter learned that in 2009, Zhang Yihua founded the brand under the support of the Municipal Commission of letters and commissions, began to make customization, and then opened shop in Tmall mall.

"Although the products sold on the Internet are relatively low in price, they have won by volume, and have played a good reputation."

Zhang Yihua commented on the effect of his own brand electric business.

In addition, with the high cost of domestic labor, the pure processing enterprises have basically been unprofitable. Although branding is a way out, the risk of creating brands through open door stores is relatively large, and financial pressure is not borne by ordinary enterprises.

In contrast, e-commerce marketing mode without much financial pressure can solve these problems well and make overtaking of corners possible.

For example, Jimo's textile and garment enterprises have taken the road of collective business.

At present, there are more than 2800 knitted garment enterprises in Jimo, of which more than 70% have been involved in electricity suppliers.

Only last year, during the "double eleven" period, the sales volume of Jimo electric business enterprises exceeded 57 million. 18 local express companies made more than 47 orders on the day, and garment express accounted for 80% of the total volume.