Yipeng's Apparel Transformation is Approaching: How to Sell from Brand Wholesale to Brand Operation

There are now more than 12,000 brands of large, medium and small clothing brands registered in Fujian Province, plus more than 20,000 shoe brands. The clothing market in Fujian has a large brand, and at the same time, it has created several important places for clothing. For example, Shishi is dominated by fashion and fashion brands; Jinjiang focuses on shoes and casual clothing brands; Quanzhou is a famous city for children's wear. During the development of more than 20 years, Yipai’s clothing has formed an industrial chain cluster led by seven wolves, Aidengbao, Jinba, Jiumuwangwang, Anta and many other clothing and garment enterprise groups, and they are under a unified organizational structure and flow. The expansion of channels to expand and deepen the price system is in line with the needs of the ordinary Chinese people, such as Liji, forming the unified characteristics of the Shu school, and blooming in the second and third line markets in China. According to relevant reports, about 50% of the people in China choose to send men.

The shangpai menswear that has solved the problem of survival is planning a transformation. The Edengboh brand is a good example. At the “2010 Beijing China Clothing Fair” and the “The 12th Cross-Strait Clothing Expo”, Edenburg Men's clothing brands have made new appearances in the form of a new system of simulated stores, changed the industry's impression of the men's wear sentiment, and the new image also won the praise of agents across the country.

Mr. Chen Qingzhou, the principal of Taiwan’s large-scale intellectual team “Huahong Investment Enterprise Management Consulting Co., Ltd.” who helped Edmont to achieve this transition, was interviewed by a reporter at Shishi and asked him to talk about the past and present of the Men’s Men’s outfit. He also asked him to How is it possible to help Yupai to transform from "brand wholesale" to "brand operation"?

Q: Reporter A: Mr. Chen Qingzhou

Q: How did Chuan school clothing rise?

A: Most of the entrepreneurs in the Shu faction began to work hard at the grassroots level. There is an important historical starting point for the rise of the "Shupai" in the apparel industry.
About 20 years ago, the fabrics used in garments in various parts of China were relatively rough. Some employers in Fujian, in order to increase their market competitiveness, imported relatively fine materials and accessories from Taiwan to produce more elaborate garments. The first fashion press conference in Shanghai completely overturned the rough stereotypes of the public at the time. In this way, “Shangpai School of Clothing” became a hit in the industry.
In addition to having a good starting point, the rise of the Fujian school apparel business, with the pace of China’s economic reforms and opening up, is under the very strong spirit of the Fujianese people, just like the once-popular Southern Song “Love will win”. "" is the best commentary on the main character of the company. In the early 80s of the last century, when everyone was working on behalf of the company, the heads of Minnan's family began to make their own brands with the spirit of daring to fight and dare to fight, thus creating a group of profound influence in the local apparel industry.闽 school clothes. In addition, the Yupai brand is also very good at responding to market demand and seizing good opportunities. Take Aidengbao as an example. It was the earliest investment enterprise and invited Wang Xing, a red star of the time, to serve as a spokesperson for the brand image, which quickly rose.

Q: Compared with other factions, what are the characteristics of Fujian School and entrepreneurs?

A: Currently, there are three important factions in the local clothing market: the Zhexai School, the Yi School, and the Guang School. The entrepreneurs of the three factions have very different regional characteristics and different values. First of all, they talked about business people. Their hard work started from the most basic level of executives, basically relying on hard work and physical strength. Minnanese bosses are more able to flex their muscles. They are very much a group of people who feel “feeling”. When 60% of them feel right, they will take action. Based on this “feeling”, the school’s rapid development is reflected in the deep establishment of their brand channel construction, and they realized early on that China’s largest market is in the second-tier and third-tier cities. A number of brand chain stores have thousands, and even reach 4,5, 000 large brands. The Zheshang merchants, I think, rely on brainpower. They are very good at doing issues such as process, planning, and risk assessment. Wenzhou garment companies are skilled in producing production lines, and the quality of warm clothing is relatively good. The rise of Guangpai’s garments depends on external forces. Because Guangdong is an injection of foreign capital that the Central Government supported earlier in planning, Guangdong entrepreneurs are relatively straightforward in the process of expanding brand names, and thus creating a nationwide The middle and low-end price-based apparel wholesale distribution center.