Learning Clothing Brand Marketing From Hongkong

The "bike", which is full of design sense and peculiar shape, looks like the stationery of the tableware and the animated cartoon characters. On the exhibition of Zhejiang port enterprise cooperation week, more than 100 design and management service enterprises brought 160 creative works to Zhejiang people, which brought a lot of inspiration to the people of Zhejiang, and also brought a lot of inspiration to the enterprises in Hong Kong.

Yesterday's World Trade and Exhibition Center was crowded, with various accents coming from the ear. Cantonese and English speakers also spoke Wenzhou dialect and Shaoxing dialect, but this also hindered their strong communication demands. 2012 the transformation and upgrading of Zhejiang port enterprise cooperation week brought these people together.

scene

Shaoxing Spin The boss is looking for creativity.

Yan Linfeng stopped for a long time at a Brand Company exhibition booth and began asking about his business. "What kind of brand do you specializes in packaging? How do you serve it? What do you want to do in an enterprise like ours?" he threw out a number of questions at the same time, facing him in Hongkong, with Cantonese accents.

Later, Yan Linfeng told reporters, "I am a textile company in Keqiao, Shaoxing. The textile industry is very developed, but the brand is not good. I am very interested in Hongkong design company and brand packaging company." Yan Linfeng chatted with reporters, his eyes kept searching in the exhibition hall.

Later, he sat down in a logistics tracking Autonomy System Ltd. After listening to the introduction of the business people of Hongkong company, he told reporters again, "this logistics tracking is very useful if it is used in our industry."

Before every company that was interested in Hongkong, Yan Linfeng questioned him very seriously. He said that the traditional manufacturing enterprises like him had to be exposed to the advanced experience of brands such as Europe and the United States, but Hongkong was relatively close and had an international perspective.

"In this exhibition, I feel a lot of nutrition and I can't absorb it. I think negotiation is one thing, and more importantly, it has gained a lot of information, which brings a lot of inspiration to the development of enterprises." Yan Linfeng said he was a little excited.

product Designer Most popular

At this exhibition, companies from all walks of life in Hongkong, accounting firms and law firms are also popular. "Now many mainland enterprises want to invest in Hongkong, thus making wider overseas investment. In Hongkong, the legal service has also become an important service content. There are also many enterprises that are consulting today." Jun Yip international division manager Yan told reporters.

Companies specializing in financing mainland enterprises and overseas land investment advisers are also particularly conspicuous. "We set up an office in Hangzhou last year." Cai Kai, Cci Capital Ltd market development manager, told reporters that with the demand for overseas investment from some large enterprises, there is a great market for these enterprises to provide IPO listing consultation and land investment. "This large agricultural group is hoping to buy some land for development and investment in Dezhou, the United States." Mr. Cai pointed to the information left by his customers.

However, reporters found that Brand Company and design companies were most welcomed by Zhejiang entrepreneurs. "We have hosted more than 10 interested local businesses in over an hour." Miss Li, the head of a design company named Fang Shui Shui, disclosed that the company focused on industrial product design, including some intelligent small appliances. "A company in Ningbo has already worked with us." She told reporters that in Zhejiang, Yuyao, and other places, the development of small household electrical appliances industry is developed, but most of them are OEM processing. They are eager to have their own design and brand, so there are also many negotiations.

Everything is new. silk Road "

On the "I" booth at the center of the exhibition hall, the silk was designed by 16 designers in Hongkong. Latest fashion These works are the result of the cooperation between Zhejiang enterprise group and Hongkong design team.

"It is possible to develop these works directly into products of our company in the future." Tu Hongyan, chairman of the board of directors of Wan Shi Li group, said in an interview with our reporter that the booth is also a new silk road.

"Enterprise has gone through 37 years. When we made silk manufacturing for 20 years, we found that we still stayed in the original place of OEM, so we decided to jump out and make a brand." Tu Hongyan said that he started working with designers in Hongkong three years ago, and now has the opportunity to cooperate with European luxury brands such as Burberry and PRADA.

"We used to do import and export trade, and often went to Hongkong to participate in the exhibition, so that I had the opportunity to contact the designers in Hongkong. I always believe that design is the soul of brand. Through cooperation with Hongkong, it can be closer to internationalization, because Hongkong people have more education and vision, and more opportunities to learn.

Through the transformation to the brand and design, Tu Hongyan felt most deeply that the original silk fabric could only be sold for 2 yuan / meter, and later silk gifts could be sold for 20 yuan / meter. After that, the silk wall decoration could be sold for 200 yuan / meter, and now the silk can be sold to 2000 yuan / meter, which is the most direct embodiment of the added value of culture.

Zhejiang Ya Ying clothing Qiu Ying, the industrial department of the limited company, told reporters that through the cooperation with Hongkong brand consultants and the transformation of enterprises' own efforts, it has maintained a high growth rate of 40% over the past few years. She proudly introduced, "one of us." clothes As long as the equipment is illuminated, 17 reports can be generated, and every 400 processes can be presented by electronic procedures.

data

There are more than 20 thousand enterprises in Zhejiang Province, and Zhejiang has invested more than 4 billion 200 million in Hongkong.

"This time, Hongkong is dedicated to Zhejiang to hold a series of activities for the cooperation week of Zhejiang and Hong Kong enterprises. It provides a rare opportunity for Zhejiang to learn from Hongkong's good experiences and practices, and also provides a good platform for both sides to make friends and cooperate extensively." Mao Guanglie, vice governor of Zhejiang Province, commented on the cooperation.

Mao Guanglie pointed out that the economic cooperation and mutual exchanges between Zhejiang and Hong Kong have been well established and closely linked. Over the years, a win-win and multi field cooperation pattern has been formed. In particular, the signing and implementation of CEPA and the "Hongkong Zhejiang week" in 2004, 2005 and 2010 have been successively held, and the level, field and effectiveness of Zhejiang and Hong Kong Exchanges and cooperation have been further enhanced. At present, Hongkong is Zhejiang's largest source of foreign investment, the first major destination for foreign investment and the fifth largest export market. In addition, the two places have achieved all-round cooperation in tourism, culture, education, science and technology, and many other fields.

According to statistics, in 2012 1~6, the volume of trade between the two sides reached 3 billion 490 million US dollars, an increase of 13% over the same period last year. As of the end of June 2012, Hongkong invested 20302 enterprises in Zhejiang and contracted foreign capital for 106 billion 940 million US dollars. Investment mainly concentrated in textile, chemical raw materials and chemical products manufacturing. As of the end of June 2012, Zhejiang invested 891 enterprises in Hongkong with a total investment of US $4 billion 220 million.

"We believe that the main problem of Zhejiang's industry today is the traditional obsolescence of manufacturing mode. The main contradiction is big but not strong. Therefore, the main direction of industrial transformation and upgrading should be positioned in the development of modern industry and strong industry. To this end, we will digitally, automatically and intelligently transform the traditional industries into a comprehensive technological transformation. Mao Guanglie said that Hongkong is an important international financial, trade and shipping center. It is one of the most open, dynamic and competitive regional economies in the world, and has many advantages in participating in national development and global competition.

Mao Guanglie put forward ten proposals for deepening the pragmatic and win-win cooperation between Zhejiang and Hongkong in terms of transformation and upgrading, including strengthening cooperation in the development of modern industrial design industry; strengthening joint innovation in the field of advanced technology in the field of advanced equipment manufacturing; accelerating the pace of Zhejiang enterprises' "going out" with the platform of Hongkong; encouraging Zhejiang and Hong Kong enterprises to jointly invest overseas, and supporting qualified enterprises to set up overseas headquarters in Hong Kong. {page_break}

Topic discussion

clothing brand marketing What can we learn from Hongkong?

"Clapping your hands this year," said Wang Xiangsheng, President of IFB international fashion brand development management center, which attracted interest from many spectators, and they applauded. However, Wang Xiangsheng still jokingly said, "I don't think the applause is enthusiastic enough to show that your business is making a good profit!" laughter came from the scene.

At this symposium, all garment enterprises in Zhejiang were coming. "The clothing industry in Hongkong is very developed. Their advantages are in creativity and design, which is just what our manufacturing enterprises lack." Mr. Chen, the owner of a clothing company from Yongjia, brought the backbone of the company to Hongkong to learn the concept of clothing.

"In fact, the clothing industry is not doing well this year. It is not that the performance of garment enterprises is declining, but the growth is not so fast. Because you are all used to the growth rate of 20%-30%. " Wang Xiangsheng said frankly, it is impossible to maintain high speed growth, and if an enterprise does well in the good situation of the industry, it can not prove that the enterprise is competitive. "Just when the industry is not good, is the time to show strength."

"Now domestic consumers have changed from pursuing brand to pursuing taste. If we can not catch up with the change of consumer psychology, we will gradually lose the market." Wang Xiangsheng said.

"We launch the" made in China "to the world, and it can also be built for China, Made for China. He believed that the export enterprises should invest their vision in China and fully tap the demand for domestic consumption.

"In fact, to be a successful brand, capital is not the primary factor. It's about figuring out why we want to make this brand, who is my target consumer group? What kind of brand will I become in the future? "Wang Xiangsheng suggested that the clothing brands in the mainland should not be too deliberately pursuing change and innovation. They must be consistent in their appearance and have a unified style of continuity. "If your clothes are Italy brand, French style and Korean style, no one will remember. We should seize a characteristic and maintain this style, so that consumers can develop from brand awareness to trust and then develop loyalty.

How can capital cooperation be leveraged from Hongkong?

Listing is the dream of many entrepreneurs. Listing in Hongkong is also what many entrepreneurs dream of. What should we pay attention to in Hongkong listing? The theme of China consumer goods and capital cooperation forum is how to share the successful experience of Mainland consumer brands listed in Hongkong, and analyze the important role of Hongkong capital market in the development of consumer brands in the mainland, especially in capital operation, internal control management, international cooperation and mergers and acquisitions, and encourage more mainland enterprises to use Hongkong platform to upgrade their level and achieve the goal of transformation and upgrading.

Ye Fangqiao, director of Business Development Department of Hongkong clearing house, said that in recent years, the share of mainland consumption and services in Hongkong has continued to rise, and consumer service companies are also very popular in Hongkong. For example, "the thousand thousand noodles" is to use Hong Kong to go on the market and become bigger and stronger quickly. Before the listing, they are 119 stores. After the listing, they have 612 stores by the end of 2011.

Ye Fang and Choate put forward the opportunities brought about by the internationalization of RMB. He said that with the gradual improvement of RMB business capability, Hongkong securities market will also issue shares in Renminbi. He hoped that Zhejiang could have consumer goods companies to become the first.

In addition to the professional introduction of Hongkong stock market, consumer brands listed in Hongkong also share their own experience. Yintai, a famous brand enterprise, has been developing rapidly through the listing in Hongkong. Daniel Chan, executive director and chief executive of intime department store, believes that Hongkong's capital market has obvious advantages: huge sums of money, and no foreign exchange control, attracting a large number of overseas investment institutions and individuals; derivative financial instruments developed, such as stock index futures, options, stock futures and so on; the valuation system is perfect, information disclosure is timely, sufficient, transparent, rigorous valuation methods; professional talents gather, there are a large number of investors who are familiar with the two markets and enterprises, and a large number of investment banks, accounting firms, law firms, etc., who are familiar with the two economic laws and regulations.

Daniel Chan, who wants to list on the Hongkong stock exchange, has made several suggestions: "carefully choose the timing and mode of listing, pay attention to the standardized operation of the listing process, introduce strategic investors, increase the opportunities for listing, improve the corporate governance structure, strengthen the main business, and avoid blind expansion."

For the time and method of careful choice of listing, Daniel Chan thinks that we need to consider comprehensively whether enterprises are in urgent need of funds, whether they are in urgent need of listing status, whether they hope to realize the ownership plan as soon as possible, and whether they are interested in attracting internationally renowned strategic investors or venture capital funds.