China's apparel industry in the past 30 years, depending on prices, costs, etc advantages gained rapid development. But with the development of the industry, in towards a new value chain competitive advantage is far from reach the designated position, the impact of emerging economies makes the traditional Chinese costume low-cost manufacturing attenuation obviously competitive advantage. Therefore, for in each Chinese clothing enterprise in the fierce competition environment, its own orientation to rethink and finally clear even is the key to survival. Parallel at the end of the Chinese clothing assembly, Beijing university of industry and commerce Zhang Yong, director of the center for marketing research, said: "in the current situation, the positioning is undoubtedly our clothing industry of enterprise a very important problem. Because the market in recent years, great changes have taken place, either in the international market or domestic market, this change requires enterprises must make some kind of change and transformation. The advantages of traditional Chinese clothing manufacturing has been not as obvious as in the past. To maintain or further enhance Chinese clothing manufacturing enterprises and other enterprises on the whole garment industry chain advantages, a clear need for transition. How to transform the? A core problem, strategically speaking, is each enterprise under the new competition environment, the new demand." Do professional things.
Textile and garment industry is important industry of the people's livelihood, more involved in the category. Such as category, such as men's, women's and children's wear, respectively; From the brand category, has the branch of terminal brand and make brand... Therefore, for the enterprise, can't do anything, but should choose to suit oneself enterprise development direction of the business.
As the Chinese people's university graduate school of business professor Guo Guoqing in the clothing conference puts it: "positioning is the enterprise is an important link. Enterprise in the face of client is broad, we can't let everyone clap, so to serve market segments into market, such as the elderly, middle-aged market, etc.
Enterprise want to find a way to put the product features, unique, in the customer in mind occupies a special position, feel your product is different." "Fruit" is the famous domestic children's clothing brand. The company's chairman Lin Weijian is introduced from the beginning of the establishment in 1990, "fruit" will set the direction of the professional to do children's clothing. However, children's clothing wholesale company do at that time. At that time, the company has a different approach, mainly in the wholesale ZhongYingJie between shenzhen and Hong Kong, products to sell in the market is booming, "at that time, customers pay a visit to ZhongYingJie feel like out of the country". In Lin Weijian point of view, the clothing market exists the phenomenon of "plagiarism" with each other, therefore, he believes that there must be a market innovative products. "When startup is very short of money, so I to borrow a sum of money to invite the designer to design the products of the company. I think the research and development is the core of enterprise". Beginning in 1998, the company also opened up a new market, the product wholesale sales to Hong Kong, achieved good results. With the gradual development of industry, the traditional Lin Weijian beginning to realize that if only do wholesale, the road will not too long. Since 2001, the company began to transition from wholesale on the road of brand development. At the same time, the company's overseas markets are also beginning to start. To go out and Lin Weijian also insisted on exports of independent brands, rather than stick a card. He thinks that children's clothing to become an international brand is very possible. "Because children's clothes is not the same as ChengRenZhuang. For example, men need to historical precipitation, historical accumulation, need of brand culture; children's clothing as long as comfortable, fashion, beautiful, safe, customers will buy."
From the beginning, Lin Weijian will develop as the life of enterprise. "' force 'fruit' biggest resource is in product development. We have partners in Italy, Russia, r&d center, together with product design. At the same time, we invited Hong Kong stars and international stars cooperation, help us design the products. Fruit 'some' force series are the star design." Lin Weijian said.
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