Quanzhou Garment Enterprises Strengthen Channel Construction And Seize The Opportunity

　　刚过去的4月份正逢服装企业举行订货会的密集期，泉州众多的服饰品牌相继举行2010年秋冬新品订货会、发布会活动。记者了解到，在全球宏观经济形势影响下的纺织服装业已悄然启动新一轮发展，泉州众多服装企业纷纷加强渠道建设，各大品牌新策略粉墨登场，以期赢得竞争先机。

  　　  策略一：涉足多元化运作

Fujian Qipai group said in its 2010 autumn and winter new product conference that this year marks the beginning of the new era for the development of Qipai.

The investment and construction pace of Qipai Fashion China Industrial Park and senior suit production line, relying on the advantages of clothing apparel R & D, production and sales, plans to carry out multi brand management, and diversify into operation.

Hong Zhaoshe, chairman of Fujian Qipai Group Co., Ltd., said that with the deepening of globalization, the consumption of Chinese men's wear brands has gradually become personalized and high-grade.

The consumption demand of domestic consumers is more and more diversified, and products are increasingly diversified.

Simple, comfortable and leisure style has become the pursuit of people.

Under such a social background, many domestic men's clothing brands are looking for strategies suitable for their brand development in the fierce market competition. Qipai has launched the concept of formal dress and fashionable business leisure according to the social trend of individuation, leisure and Chinese culture, breaking the rigid and serious style of formal dress.

Based on the market demand for consumption and the demand for fashion development, Qipai men's products will be divided into two styles and three series in the autumn and winter 2010, namely the formal style and the leisure style. The formal dress style is the classic series, and the leisure style is divided into the urban series and the fashion series.

At the same time, on the basis of constantly strengthening product quality, the brand will define the concept of "innovative service market", and gradually create a product R & D innovation mode with consumer demand as the core, commodity planning and value innovation as the leading role. Through professional research and development teams in leading cities such as Shanghai, Guangzhou and Xiamen, and actively introducing garment design, accessories development, pattern design and other professionals, we will continuously enhance the overall R & D capability and innovation ability of the company.

  　　  策略二：延伸受众群体

2010 new products of autumn and winter continue to uphold the design tone of "internationalization, fashion and youth". Combined with the international trend of fashion, the four series of business featuring formal dress, business entertainment, life and leisure, and fashion and leisure are the highest standards of noble life.

"Our new product pays more attention to product life style and product serialization, and carries out a series of combination design from color, style and fabric."

Wang Jianwu, manager of fortune and bird business and business, told reporters that "the overall performance of the new products in autumn and winter in 2010 is more intense than in previous years. The audience has been greatly stretched and stretched so that the competitiveness of the terminal can be effectively enhanced."

In order to fully reflect the design concept of the 2010 autumn and winter, and display the superiority of the new season products to the dealer customers nationwide, the company also hired the famous choreography team of Beijing and the team of dance and beauty and more than 30 super A-level models at home and abroad.

Hong Huihuang, President of fortune bird clothing Development Co., Ltd., told reporters: "if you want to be bigger and stronger, you must have strategies, beliefs and teams, formulate goals and plans clearly according to your strategy, and then form an organizational structure, that is, a team, and then execute it. We plan to divide the project in advance, in and after the event, plan the responsibility in advance, determine responsibility, formulate action measures in the matter, check the mechanism, and formulate incentives and improve measures afterwards.

Next, we will constantly optimize the company's internal management according to the plan before, during and after the event, strengthen the internal responsibility mechanism and performance appraisal mechanism, and create greater value for the company.

It is reported that the fortune bird company has spent huge sums of money on the introduction of the "3S" management system and implemented it inside the company and 18 distribution offices, which has achieved remarkable results.

"In addition, the rich birds will continue to strengthen the internal responsibility mechanism and performance appraisal mechanism, and adopt a scientific and reasonable way to create greater value for the company."

Hong Huihuang said.

 　　   策略三：把细分市场“做专”

This year's new two major clothing series, the introduction of fabric and style design, embodies the brand's spirit of innovation.

The two new series of leisure men's clothing, "the new British classics" and "the new British heroes", have absorbed many modern fashion elements on the basis of keeping the refined and elegant features of British clothing.

The two series have strong market segmentation strategies. The former includes the two consumption concepts of "fashion city" and "fashion business", mainly for high-end business people in large and medium-sized cities, with high quality and added value of products. The latter is integrated into the concept of "urban mobility", which is mainly for travel, sports and leisure, and is adapted to the trend of leisure sports in today's society.

What is worth mentioning is that AI Dun Bao also has originality in the terminal management. This year, Taiwan is invited to be a "gateway" team to plan and operate. It has adopted different promotion methods with other brand clothing, which has increased the interaction between sales terminals and consumers, attracting more attention from consumers and terminal sellers.

AI Dun Bao said that the brand of clothing is a magic weapon to do well in the terminal, but to achieve this, it is still inseparable from the constant innovation of brand and product.

  　　  策略四：借力户外运动赛事

In recent years, with the continuous warming of outdoor sports market, more and more outdoor brands at home and abroad are rushing to the outdoor sports market.

The United States Tianlun Tian (Hongkong) international investment company recently held this autumn and winter new products conference, said it will strengthen sales terminal construction, and strive to open up the domestic market.

According to the data released by the Asia Outdoor products exhibition, sales of outdoor products are expected to reach 6 billion to 8 billion yuan by 2010.

Industry experts predict that China's "big outdoor" market is on a rising trend. The outdoor sports equipment market will grow at a rate of 50% per year, and the market size will exceed 10 billion yuan.

Xu Zhiqiang, chairman of the US Tianlun Tian (Hongkong) international investment company, said that before the Tianlun Tian brand became the official honor sponsor of the 2009 National Mountain Bike Championship, it will also enhance its brand influence in the future by sponsoring other outdoor sports events at home and abroad.

In the two-year marketing plan formulated by the company, sponsoring outdoor sports events to promote brand has become the main promotion strategy of Tianlun Tian brand.

He said: "outdoor sports events are closely related to outdoor sports products, and cooperation with outdoor sports events is the best brand publicity channel for such products.

Later, we will also strive to seek opportunities to cooperate with other international competitions to promote brand. "