The advantage is no longer how to position the transition clothing company

The “Positioning: Manufacturing and Advantage Reconstruction” of the 2012 China Apparel Conference was held in Beijing on the morning of November 24th. Chairman of the Guangzhou Liguo Garments Co., Ltd. Lin Weijian, Chairman and General Manager of Zhejiang Guoduo Clothing Co., Ltd., Shen Yingqin, General Manager of Geiger (China) Weaving & Dyeing Clothing Co., Ltd., Huang Shali, President of Jack Holding Group, Ji Jixiang, Chinese People Guo Guoqing, a professor from the University Business School, and Yang Wensun, chairman and general manager of Lake North America Erya Group Co., Ltd., respectively gave a speech on the theme of the conference.

The guest speaker of the parallel conference, Mr. Zhang Yong, Director of Marketing Research Center of Beijing Technology and Business University, opened the theme of the conference. He said: “Under the current situation, positioning is undoubtedly a very important issue for our garment industry companies. The traditional advantages are not as obvious as they have been in the past dozen or twenty years.To maintain or further enhance the overall advantages of China's garment manufacturing enterprises and other companies in the apparel industry chain, it is clear that a transition is needed.How to transform?A core issue Strategically speaking, each company must reposition itself under the new competitive environment and new demand conditions."

Mr. Lin Weijian, chairman and general manager of Guangzhou Liguo Garment Co., Ltd., brought the voice from Liguo: The development base of the brand originates from the orientation of the enterprise, and the development and innovation of the brand originate from DNA. "There must be a market for innovative products, and R&D is the core of the company," said Lin Weijian.

Although it is firmly believed that R&D is the core of the company, Ligo Garments still retains its own factory. Lin Weijian believes that from independent research and development to the supply chain must be firmly in hand, without their own factories will make clothing brand enterprises in a passive situation. Because only with efficient supply chain and supply chain management, can we produce products with competitive quality and competitive value.

Shen Yingqin, chairman and general manager of Zhejiang Qiaodun Garments Co., Ltd., delivered a speech entitled "Corporate Social Responsibility, Made in China" at this parallel meeting, expressing that Qiaodun Garments insisted on the corporate position of "Responsibility and Quality". "A company with a strong sense of social responsibility can produce first-rate products to get respect from society." Shen Yingqin said.

After 20 years of development, T-shirt expert Gage (China) Textile & Garment Co., Ltd. has also come to a time to re-adjust and reposition itself. Huang Shali, general manager of the company, talked with the voice of the new corporate leader: “How to reposition it first must first base on the advantages of the company itself and innovate the modern business model.”

Over the past few years, Gage has continued to innovate in product, technology, and marketing, strengthening the brand positioning of T-shirt experts. "If you don't make changes yourself and don't change, one day there will definitely be a new T-shirt expert to replace you," Huang Shali said.

As a world leader in sewing equipment sales, the Jack Holding Group has been adhering to the apparel industry for many years. President Ji Jixiang also brought his own understanding of positioning: “The positioning of a company is how you think about your own future strategic direction.”

Ju Jixiang believes that companies should effectively combine their own advantages around customers so that they can form distinctive positions in the eyes of others. "Homogeneity is getting more and more serious. Everyone is doing this. We must take the path of innovation with our own characteristics. Focus on the product's preemptive positioning. In this way we can maximize value, occupy the market, and compete better. Build our own brand. "

Guo Guoqing, a professor from Renmin University of China’s School of Business, made a brilliant comment after the speech: “In the face of the new situation, if China’s manufacturing industry wants to give full play to its new advantages, it must rebuild its industrial layout. This requires companies to focus on technological innovation and pursue differences. , focus, and win customers and increase profits through services, only in this way can we always be invincible.”

Yang Wensun, chairman and general manager of Lake North America Erya Group Co., Ltd. made the final conclusion: “In the process of transitioning from the low end of the Chinese garment industry to the high end of the industry chain, we have lost our competitive advantage. At such a time, not Experts are invited to give lectures. Instead, they invite our entrepreneurs to give lectures to let them explain their understanding of positioning from their unique perspectives, clarify how they are aligned with their own company's actual position, and how to implement corporate development strategies in accordance with their own positioning. People are very educated."