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CPPCC Member Wu Haiyan: The Pformation And Upgrading Of The Textile And Garment Industry Needs To Understand Consumer Demand In Depth.

2012/3/13 8:32:00 38

CPPCC Member Wu Haiyan Textile Enterprise Culture

In her view, the domestic

Textile and garment industry

Some enterprises in the process of international processing still stay in the stage of "having orders to make, no order to complain". There is no foresight and lofty ideals.

"The practice of this enterprise is simply" doing business ", and there is no plan for building an enterprise culture and formulating strategic goals.

Nowadays, with the rapid development of society, people's living environment and way of life have undergone very profound changes.

Therefore, enterprises should keep pace with the times and adjust their development in time according to people's needs.

Wu Haiyan believes that, especially the birth of the Internet has greatly changed people's lifestyle and consumption patterns. Clothing companies should seize this opportunity and integrate various resources for their own use, which is conducive to the pformation and upgrading of the industry.

according to

Hai Yan Wu

She and some domestic designers made a D2C designer platform. She advocated "sharing resources and optimizing coexistence".

She believes that for some processing enterprises that are not easily processed, there are two ways to cooperate with designers through similar platforms, that is, intensive cooperation and bridge cooperation.

The former is the joint contribution of enterprises and designers, and finally the distribution of interests according to the proportion of contributions. The latter refers to increasing the visibility of enterprises through famous designers and related platforms.

At the same time, Wu Haiyan believed that most enterprises made OEM production for international brands, and domestic enterprises only earned very small profits.

Now, at home, how to achieve win-win results for large, medium and small brands and designer brands is very important for promoting the pformation and upgrading of the industry.

However, Wu Haiyan said at the same time that not all processing enterprises are suitable for doing so.

brand

。

She thinks that some of the more remote enterprises are not easy to make their own brands.

First of all, most of the enterprises in these areas do not have enough strength, the funds are not enough, and the design and marketing teams can not be built up. Secondly, some bosses' thinking mode is relatively backward, and there is no plan and fixed direction for the development of enterprises. Thirdly, the remote terrain and poor information will impede brand development to a certain extent.

"Some enterprises do well in processing. They have natural advantages in this area, and they do not necessarily have to be terminal brands.

As long as the processing enterprises can bring their advantages to the maximum, they can also get development.

Wu Haiyan said.

Wu Haiyan also said that at present, China's brand homogenization is serious, especially the sportswear suit is particularly serious.

"After the dress is removed, there is nothing like the other two.

If this situation does not change, these brands will fail. "

She believes that although some brands have long been aware of this problem and do relevant market research, their research is actually a superficial product research, and has not really penetrated into human research.

"I have asked a group of students," are you used to shopping online? Is there any need for physical shops? "They replied," we need better physical stores, which are best able to interact with us. "

Wu Haiyan said, now the entity shop is not so, rigid mode, she thinks that in the next 3 to 5 years, the existing store will be replaced by a brand new store.

Wu Haiyan also believes that the store that can survive later is likely to be a large flagship store like YOUNGOR, with several brands concentrated in a flagship store.

Therefore, with the promotion of the pformation and upgrading of the industry, processing enterprises and brand enterprises should accurately locate their own actual situation, adjust their direction, understand the real needs of today's consumers, and speed up pformation and upgrading.