Boao Forum: Strategic Operation Of Garment Sector

2012 Boao

Zheng Yonggang, chairman of the board of directors of Shanshan holding company, once again spoke with astonishing remarks at the round table meeting of private entrepreneurs. "As an investment organization, if it is only professionalization, this is definitely wrong, and private enterprises have no real access threshold, so they can only be pluralistic."

In such a high-end official forum such a high-profile statement, it is clear that the past "still lone half" of the manufacturing industry involved in diversification, a little more righteous.

However, if this attitude is understood as the aura of Chinese fir willing to discard the aura of the elders of the clothing industry and to define it as an investment capital animal in the East and West, it is obvious that it is out of context: for the clothing industry, Zheng Yonggang's "Love Knot" mentioned in many occasions can not be fully covered.

At the end of March, at the 2012 China clothing and Accessories Fair (CHIC), a 700 square meter booth of Shanshan was launched again with the "multi brand and internationalized" camp. The release of Shanshan did not withdraw from the heart of the garment plate, instead, it would strengthen the strategic intention of the strategic operation of the garment plate.

Recently, a telephone interview with Li Qiming, vice president of Shanshan stock company, has just confirmed and revealed that in the new development stage of Shanshan, we have created a hierarchical brand hierarchy and a strategic trend of subdividing consumer groups.

For this enterprise that wants to build itself into a "China general business" like Itou Tada in Japan, the road of exploration of Shanshan is more like a live experimental drama, which has an unusual symbolic meaning for the long journey of Chinese garment enterprises.

It is not hard to see that, as a frequent visitor to CHIC, Shanshan hopes that this appearance will reveal a sense of "situational sense" and "integration" like New York Fifth Avenue.

Taking the "street scene" as the context, the 9 brands of Shanshan Group are all appearing on the road, and the theme of "multiculturalism and global fashion" is coming out.

This is not a reminiscent of Shanshan's "bid change" in March of last year.

The replacement of Chinese fir clothing indicates that the new brand strategy of Shanshan enterprise has been officially launched and the strategy of "integrated communication" has been comprehensively promoted.

However, in the view of Li Qiming, vice president of Shanshan Group, compared with the huge and Big Mac appearances in the past, this time, Shan Shan wants to express itself in a concise and profound way.

First of all, it is "differentiated positioning" with similar brands.

Li Qiming said in an interview with reporters, "many brand enterprises are relying on single products to start up, thus forming a relatively differentiated competition. But with the redevelopment of the enterprise scale, the large and full product line coverage has made the enterprise gradually fall into a new round of homogenization management state, and the original Star product effect will be weakened."

Li Qiming believes that "at this time, to create new differentiated competition, enterprises need to relocate new core values and achieve value extension around this core position."

Secondly, it is to form a "differentiated positioning" within the echelons of its own brands.

Li Qiming believes that "positioning is not big and small. In the brand echelon of Shanshan, from high to low, from small to the public, from classic to casual and outdoor, the target audience of each brand should be clearly defined under the premise of clear positioning, so as to achieve a solid" occupation "in a relatively saturated market competition.

Take the international brands that are currently operating in Shanshan as an example, although they are all "foreign faces", they all form a certain dislocation in the minds of consumers in different colors.

The FrancesscoSmalto brand from Paris is known for its "noble temperament" that sticks to the complete advanced menswear product line. MarcoAzzali men's clothing is mainly aimed at the clothing market demand with strong business sense; LUBIAM combines Italy's Centennial style with the modern fashion of washing technology; LeCoqSportif, the sports brand from France is different from the general sports competitive brand, and pays attention to conveying the idea of sport for reflecting its own way of life and feeling.

In Li Qiming's view, the "two subdivision" of product positioning is an important development proposition faced by Shan Shan in the "two pioneering" process, which is not only a positive expression of the old brand's "sense of going to the age", but also a "fir" in the past.

The role of "not too handsome" return and new pcendence.

When asked about what "new fir" is going to be in the process of interview, Li Qiming's answer is very simple. What Shan Shan wants to do is a "global resource integrator and collocation".

Such an answer, to some extent, confirms the previous media observation of Shan Shan: "now the Shan Shan Empire, Zheng Yonggang's" Shanshan line "has been deeply rooted.

And assets relations are the most basic production relations of Shan Shan enterprises.

In this kind of business organization that combines three basic elements of state owned enterprises and Ningbo businessmen's culture and private investment, the link of capital has become an important symbol of the pformation of the traditional manufacturing enterprises and the pformation to the comprehensive brand operation platform.

"For the garment sector, the bond of capital makes the fir now more like the head of a global fashion brand."

Li Qiming believes that this is also an interpretation of Shan Shan's "peak strategy": the next stage, Shanshan will continue to choose the opportunity to cooperate with the top international brands to establish the benchmark position of fir in the high-end fashion business circle.

Moreover, these top international brands must be "commercialized" rather than luxurious brands that are too small and too small.

It has been revealed that Smalto's Chinese product positioning is three pronged approach.

Top top customization, advanced garments and fashion casual wear are respectively subdivided into Smalto, Smalto garments and Smaltoby.

In the future, Smalto will be divided into manual shop and first tier product combination Smalto top store / flagship store, Smalto first line product and Smaltoby second line product standard store, and Smaltoby level products, combined with Smalto first line products.

"While ensuring value scarcity, Smalto will continue to extend quantifiable business space."

Li Qiming thus commented on the expansion route of Smalto China's fashion layout - "born out of the same brand spirit, which can be divided into two parts: integration, progress and retreat, based on the advantages of its own resources and the actual market demand, so as to achieve the partial innovation of the sub product line."

Some media commented: in 2011, Zheng Yonggang put forward the goal of building 100 billion yuan "China business community".

But looking at his layout and a series of actions in the past year, we will find that Zheng Yonggang's path of development is "not only developing diversified industries", but "walking on the road of unique industrial capitalization".

Well, it involves clothing, energy,

What kind of location is the "clothing" plate of Shanshan in China's industries such as investment, metals and other industries? In the new round of filtering out of the virtual economic bubble and accelerating the return of the real economy in the new round of value return, where will the clothing of Shanshan go? What will it do to design a non-traditional industrial capitalization road for the garment industry, which has always been referred to as "traditional"?

According to Li Qiming, after the Spring Festival of 2012, Zheng Yonggang convened an internal strategy analysis meeting of the upper level of Shan Shan, emphasizing the position of the clothing industry as the group's "foundation industry".

Zheng Yonggang also focused on the relationship between the three major sectors of the group, namely, investment, new energy and fashion industry.

Based on the "strong correlation" between investment and fashion industry, we will continue to deepen the "value integration" of the internal resources of the group in the future, and strengthen the "coordinated operation" between the investment sector and the fashion sector.

It is worth noting that Zheng Yonggang changed the traditional expression of "clothing industry" to "fashion industry", which in fact pave the way for the cross boundary extension of the clothing sector of Shanshan.

In September last year, the first ozles project of Shanshan, the "Shanjing orlies square", operated for two months, with a turnover of fifty million yuan, could be regarded as a signal for the Sequoia garment plate to extend its tentacles to fashionable commercial real estate.

It is understood that after the first orlies success, Shan Shan will continue to cooperate with Mitsui, Oteri J to the national copy, strive for 10 years in the domestic operation of 15 to 20 Oteri J.

As a result, the connotation of industrial capitalization is a new solution -- Based on the market opportunity of consumption upgrading, and the integration of brand economy and circulation channel capital will break through the limitations of the inherent commercial channels and release the resultant force of 1+1>2.

If we can realize the horizontal movement of resources and increase the value together, we can also be a wise move for "fat water does not flow outside the field".

Shanshan Group will continue to create and build the "value magnetic field" of clothing industry, constantly integrating resources and continuously radiating value.

Only by balancing the scale effect with the premium capability, forging the "fashion brand dream team", which is dominated by Chinese enterprises, is the favorable proof that it really sits on the top of the garment industry.