Chen Wen: Glimpse of Chinese R & D mode status of men - men, women, clothing - clothing industry
Chen Wen: Glimpse of Chinese R & D mode status of men - men
, women, clothing - clothing industryIn the past 10 years, we have some brand rush, exaggerated the surface of the brand packaging, can not meet the domestic consumer market; some foreign brand models along the lines, gives a brand impression, but as times Changes will gradually decline.
Fact in the final analysis, the phenomenon is due to the brand development patterns. We may wish to develop models to analyze the current situation: Ism group of goods
way?? Lack of brand culture and the core design. Many brands tend to do one or two categories of R & D and production of clothing, and other categories from professional plant procurement, and these manufacturers which corresponds not only a brand but for many of the same brand. Therefore, when the product listing, we will see many products are the same, or even some products also tend to the wholesale market.
Director of corporate executives and buyers?? This is a common problem with most entrepreneurs, their personal vision to replace the professional and market perspective to the experience of practitioners and became overconfident. They replaced the functions of design management and design director, affected the whole team.
Over quarter sales experience to grasp for the scale trends?? Way to predict the market direction will be very conservative, once the market becomes aged and old, this is the most dealers do not want to see.
OEM's recommended products?? Have limitations, subjectivity, OEM companies often recommend that large quantities of products or a number of strong brands to identify their goods, it also makes it easy to become similar products.
Brands and Proxy / Franchisee group together goods?? Them to live the final decision ordering OEM factory style, which clearly exposed the shortcomings of the brand operation, deceptively simple product model will also enable the brand value greatly reduced. Brands not only the logistics operations role, but to the management change.
Internal R & D and design combine to buy?? Each brand cluster in the industrial chain will have a lot of design companies or studios there. They will be more than the OEM business R & D capability, therefore, in addition to their own brands within the company set up R & D departments, increasing the proportion of outsourcing design, general design of their interior design style and brand presence than differentiation. Therefore, the brand will become non-internal R & D life.
Reflect the above points are all products of the same sex demand, rooted in R & D model and management problems.
In the last 10 years, Men Brand has followed the market change, market much faster than the speed of the transformation of the brand. Our market in a relatively short period of time can be synchronized with Europe, but our operation there is a large gap between the brand, still in an early stage. This is in contradiction with the laws of the consumer market. Consumer choice is an eye for fashion apparel products, and we have these areas or in a static way to group goods, but simply the combination of the main line is not a style, not viewing the cultural context, physical atheism.
Look at ordering. Of the enterprises, orders will be most critical, is currently the marketing model of the most important part. While we see all kinds of ordering, all kinds of tricks, everything, but most still remain in the surface of strength and marketing products. They do not have in-depth and detailed manner in order to end customer as the center started research and promote marketing.
Ordering can be seen from the vulnerability of our brand, one that orders will determine the fate of next season's business, determines its direction and scale of development investment. We seem have an element of gambling, but after digging deep to easily find their roots in research and development of patterns or problems.
We rarely study consumer psychology, from lifestyle changes to analyze what we are going to develop the market of popular styles and forecast. Therefore, we have been following the market is constantly in transition, from the front line to the second and third line of the brand, increased competitive pressures in virtually.