Shandong garment industry should cultivate its own brand

In the clothing festival that lasted 10 days, many merchants reached a cooperation intention, and at the same time, many brands gained popularity through the platform of the clothing festival. In addition, at the Qikou Clothing Culture and Arts Festival Forum held on the same day, many experts put forward their own opinions on the future development of the “capital capital”, which includes upgrading soft power, developing commercial complexes, developing e-commerce, and nurturing Shandong clothing's own brand. Such views have attracted widespread attention.

Hot topics need not focus on the development of e-commerce “Doesn't need to develop e-commerce?” At the fashion culture forum, this issue raised by experts has become the focus of attention.

Hu Yueqiang believes that the rapid development of the online retail market, Qikou Garment City should take advantage of location to enter the e-commerce platform Taobao market, so here become the procurement of many Taobao shopkeepers of choice, in the information age, the electronic procurement and sales process is the development trend.

However, Li Fangyi is opposed to this. He believes that e-commerce platform products are too homogenous and competition is fierce. After many young people enter the market, almost 70% of them are closing in on losses due to high logistics costs. Now they blindly enter the market. Not rational. Liu Jianguo also adopts a cautious attitude toward this: “E-commerce has developed rapidly but cannot be blindly followed. Online and offline development should be synchronized. Both should not do subtraction but should add.”

Holiday Review Lucky Draw, discounts are the most popular for consumers on the morning of the 22nd, and the 10th China-Jinan 2013 Sakaguchi Costume Culture and Art Festival was successfully concluded. During the festival, the most attractive to consumers is the sweepstakes and the purchase of clothing.

During the festival of clothing culture and arts, Sakaguchi Garment City set up a discount offer for shopping lottery. Customers who have purchased over 300 yuan can participate in the lottery. The organizers spent nearly 600,000 yuan to purchase prizes to reward the citizens and tourists participating in the lucky draw. The winning rate was 100%. At the same time, the "Shukou Clothing Charm Mall" photography contest was held and a large-scale album of famous international and domestic clothing brands was compiled. Among them, the "costume discount, many new autumn and winter products can hit a maximum of 6 fold" activities most consumers.

It is understood that, on the clothing festival, many businessmen and foreign wholesalers reached a cooperation intention, some of the business orders more than usual more than half; a lot of clothing brands rely on the influence of the Costume Festival to expand the visibility. "During the 10 days of the clothing festival, my shop's orders were two-thirds more than usual, and we also ushered in the first customer in the southwestern region of the country." Mr. Su said that he hopes that the clothing store will continue to hold more clothing festival activities in the future. Give them more opportunities to show themselves.

Summit Forum Experts Propose "Upgrading Soft Power and Developing Independent Brands"

On the 22nd, the High-end Clothing Culture Forum --- The Qikou Clothing Culture and Arts Festival Forum was held. The well-known experts, scholars and influential entrepreneurs of the domestic apparel industry who were invited to participate in the event made suggestions on the development of the clothing industry.

Hu Yueqiang, vice chairman of the Association of Clothing, Footwear, and Hatching Business in Jinan City, said that under the current situation, the retail industry should “hold the party for the winter” and hope relevant units can pay attention to the development of small and micro enterprises. “Shandong is a major province of cotton production. Despite the abundance of materials for clothing production, there are shortcomings in the brand. There are not many competitive clothing brands in Shandong, which also restricts the development of clothing retail and wholesale. It is hoped that Shandong clothing can target the country. , research and development of independent brands, while improving the logistics, open up clothing industry park." He said.

According to Liu Jianguo, executive vice president of the Provincial Garment Industry Association, the construction of the Qiaokou International Convention and Exhibition Center has achieved integration of leisure, entertainment, and shopping, and can meet the needs of consumer groups at different levels. “Through the introduction of garment processing and logistics circulation, we will extend and optimize the industrial chain. However, in the process of industrial chain extension, we should not only focus on our own development, but we should also take into account the balanced development of all aspects, and at the same time, we must change roles in a timely manner.” He said that it used to be the landlord In the future, we must improve the soft power by providing services and management benefits.

Li Fangyi, a director of the Shandong Institute of Management Studies and a part-time postgraduate tutor at the School of Management of Jinan University, pointed out that after several industrial transformations, Qikou Garment City has achieved substantive improvements in both hardware and software, but the traditional profit model needs further optimization. Based on this, he proposed that the three major measures of image promotion, brand positioning, and brand promotion could boost the brand influence of Shukou Clothing City. In terms of enhancing the image, external communication channels should be continuously expanded. In the brand positioning, it should be reasonable analysis of shopping malls consumer groups, and to define the mall investment threshold. In the high-level trend of the clothing industry, efforts should be focused on providing services to the urban middle class. In terms of brand promotion, Li Fangyi pointed out that the most effective way of brand promotion is “storytelling”, and holding a costume culture and arts festival is a form of “storytelling”, but the clothing city should also explore more ways to “speak to consumers”. story".