Times are changing ,play have to change!

I wonder if anyone noticed, Chinese apparel industry has for a long time have no good news.

Apparel industry is not only "goods in stock" but also is "closing down", or is caught in the deadlock can not be broken. Everyone is complaining about the poor environment, not knowing the rules of Chinese apparel industry has undergone fundamental changes. If today we are also addicted to the inherent mode, it is possible that tragedy will knocks on your door at any time.

First, the chain of "ecological restructuring"

Domestic clothing brand six months ahead of design and production, and faces a one-time order - which was originally used to brand development, and it is this way can make us into a bad ecological cycle.

Now and over the next decade, China will enter the "speed development" era, there are new things in the birth of every day, so the brand will have to advance the design and production of a "off-season" - because after six months to launch the product, It has been unable to integrate with the market situation changes, then, for the dealers, once the "anti-season orders," deviation derail the market and the number of orders, and then bring the inevitable inventory risk.

Version seasonal local mining is king

The next ten years, Chinese clothing brand if you want to survive, "ecological restructuring" is a top priority.

Therefore, the brand around the world should be made separately and factory layout designers, the former to capture the latest fashion trends, which are used for vertical resistance, seasonal nature of production. At the same time, the brand must be a reversal of the previous Order Policy - A "small variety," which, "plus the selected paragraph" supplement - do fundamentally eliminate auto sales pressure and inventory risks.

As a result, the brand can be achieved and market trends, production and demand quick response benign ecological cycle.

Second, the brand-building "cultural restructuring"

Throughout Chinese clothing brand more than ten years of history, the long list of lists where there are few that can be an international perspective and the attention received? It seems that not one.

After 21 centuries, China experienced a bleak decade after the Cultural Revolution, and soon again in the 1980s ushered in a golden pinnacle style resurgence. You can see that in that period there have been outstanding film, outstanding literary works, musical works emerge. However, the 1990s, the golden age began to fall, the beginning of the 21st century, the fall has been completely reduced to fall.

The Chinese apparel industry from the "wholesale" to the timing "brand" of, and this happens to fall unexpectedly.

Thus, all of the brand began to grow wild, completely ignoring the empty and lack of brand culture, the long run, after the lack of brand power, they fall dying situation.

Wild Growth farewell with feelings last laugh

Faced with the erosion of the times, Chinese clothing brand if you want to bid farewell to the wild growth, the only way is to learn from the West.

On the international big Western culture, the emphasis is on feelings. The annual fashion week, to a large advanced custom clothing, a small accessory, every detail flowing fresh and full of art - can effortlessly feel for the brand in the interpretation of the theme, they did not just stay in the surface layer of the concept, but really hard to perfect, do it real.

Only when these brands do lining, only qualified to talk about the scale and speed.

Third, the "quality of restructuring" material on

Finally, we return to the "environment" issue.

For the clothing brand, called "poor environment" actually refers to the market was shocked after the Internet boom. However, as the carrier of Internet traffic in order to really be able to devour entity exists apparel space?

You may wish to look at two of the press:

1) The report shows that China accounted for 28% of global luxury goods market share, has become the world's largest luxury consumer countries share.

2) Burberry settled Lynx dismal sales, 18 days for only 132 Return rate 26.4%

Ultimately, the problem is the quality.

Stop shouting slogans with the strength to let feelings landing

Right now, in this "slogan spread, quality rotten" era, smart clothing brand brand should stop all empty modification, advocate, then the time, resources and money on product quality as the core of the construction - at brand strength, brand feelings misty eyes of consumers will also fall to the ground.

Brand, and we will have a global vision of the capital and appeared emboldened .