Wenzhou Garment Virtual Management Mode Turn

In 2006, a number of relatively mature brands were involved in casual wear in the form of sub brands.

When another batch of emerging enterprises covet for casual wear and virtual business mode for a long time, they are ready to stir up trouble.

Brand clothing enterprises instead seek a more personalized management mode on the basis of the virtual management mode.

Ten years' dislocation management of "leisure"

No one can deny that casual wear is the most desirable field in the clothing industry today. As a new growth point of the industry's profit, casual clothing has gradually become popular in China since the 90s of last century.

According to incomplete statistics, there are hundreds of leisure clothing enterprises in Wenzhou at present. In addition to Morgan, Semir, bil, and Gao Bang, there are also famous brands such as cross point, tadangu, Lin Zhongniao, life show and so on.

These brands have opened their own stores and counters to commercial streets and shopping malls in various cities, so that the domain of leisure clothing has expanded rapidly and has been developing vigorously.

Virtual operation has also become the most popular business mode.

Taking advantage of the good development momentum of casual clothes and comparing the weakness of other garments, more clothing operators have moved the "delicious cake".

For the newly emerging leisure brands, stepping on the footprints of their predecessors may be able to achieve the purpose of profit smoothly, and save energy and effort.

But they are soberly aware that the new brand must occupy a certain position in the market, and product positioning and product selling point are the key.

Therefore, product dislocation competition has become the market cutting point of emerging brands.

Wang Zhe, manager of North American wind clothing, told reporters that the North American Wind accurately positioned the brand in urban youth aged 16 to 28, and the product style was relatively personalized and fashionable.

In order to maintain the uniqueness of product style, they set up NAC North American wind design team in Guangdong and Shanghai specifically for the Chinese market.

It is reported that the company currently has 18 designers, some of them from Hongkong, and foreign designers appointed by NAC headquarters to participate.

The location of "red Qianlong dress" is quite different.

As leisure styles gradually merge into traditional costumes, the traditional formal dress breaks through the previous restrictions and begins to melt people's leisure design concept.

Ms. Huang Xiaoping, general manager of Hong Qianlong dress, said: "we are positioning our products in business and leisure, and are more suitable for urban white-collar workers."

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Virtual business mode turn

Nowadays, the virtual business model has been widely respected and applied.

The virtual operation is no longer the trump card of the enterprise for the strong leisure wear "veteran enterprise". They are seeking the personalized development strategy based on this.

Maybe we want to return to the entity, such as building a production center, or choosing to operate independently.

"Mus bond" intends to build a core factory in 2010 and build 100 self run stores.

In view of the "virtual entity" of the industry, Wang Zhe has different views. "Virtual operation has many advantages, especially for a start-up company, but we have a better way for ourselves.

We also entrust production to domestic powerful producers, but we participate in management and implement management output.

We do not adopt the agent system, but take the way of franchising.

On the one hand, it can avoid the impact of the unfair policy of franchisee and direct mixed operation on franchisees, and also better ensure the management and innovation of the overall brand image of managers.

In a sense, it is a centralized system of brand image, and is driven by terminal. "

The management mode of hot clothing is also a "new way". Recently, the clothing industry has talked about the most popular business mode, the buyer type enterprise.

Chen Haidong, general manager of hot land, said: "we have learned the mode of virtual operation and put production in Zhongshan.

Although the production of the Pearl River Delta is relatively saturated, its production is relatively stable, which is more reliable than other regions.

As buyers, our designers are buyers, who are responsible for buying styles and designing, integrating fashion and market elements into products.

Red Qianlong costumes take the way of "one by one".

As a start-up company, the company chooses the most familiar market in Lanzhou.

Huang Xiaoping said: "when the company is just starting up, the investment issue is very important, so we plan to start a direct store to drive agents.

Because of the familiarity with the Lanzhou market, the first brand store will be opened in Lanzhou to promote advertising and promote experience in the whole country.