In this era of "change" is the only constant, how do we keep pace with the new standard and take our own rhythm? People-oriented, product-based - this is the answer given by the exhibitors of CHIC2017 (Fall), through the continuous improvement of product quality to build the company's core competitiveness has become the consensus of many companies.
In this era of "change" is the only constant, how do we keep pace with the new standard and take our own rhythm? People-oriented, product-based - this is the answer given by the exhibitors of CHIC2017 (Fall), through the continuous improvement of product quality to build the company's core competitiveness has become the consensus of many companies.
Adapt to changes in habits
“Our products emphasize three points: fun, functionality and comfort.†Yu Bin, head of the KOOL brand, said that consumer habits have undergone great changes, and entertainment-oriented shopping centers have become the main channels. Must be more targeted to enhance the product.
KOOL was registered in Luxembourg in 1963. In 2012, it began to “fight†domestic brands from its foreign trade business. Starting from a single-line shirt online, KOOL has developed into a casual brand that focuses on men's clothing for five years. At present, it is mainly based on physical stores and supplemented by online services. It operates more than 50 direct-operated stores in Shanghai and Jiangsu, as well as Wuhan.
Yu Bin said that KOOL is mainly aimed at urban youth aged 22-30 years who have a certain degree of acceptance for new things. Therefore, first of all, it is necessary to attract the target audience through fun first time, and to give diversity to clothing, such as through some scientific and technological means. Add wind and rain protection and UV protection. In addition, consumer demand for comfort is now higher than ever. Anti-wrinkle, anti-static, and easy-to-care products are more able to adapt to the fast-paced life of consumers. "Achieve consumer experience through product enhancement and eventually settle into our loyal consumer base."
"Not only to return, but also to return to the people themselves." Deputy General Manager of Eaton Keye Education Industry Co., Ltd. emphasized. As the first brand to focus on school uniforms in China, Eton Gide has proposed a set of solutions for changing the school uniform industry. Wang Fang has a deeper understanding of this.
"The school uniform should not only be designed to look good, but also consider the educational situation." Wang Fang cited an example. “Before we had participated in a bidding exercise for 30,000 school uniforms, and some of the companies that participated in the competition just displayed a comparable design style. We first learned about the local climate data and the geographical location of the school. Analyze the average annual sunshine, rainfall, and high humidity in the location of the school. We first consider the quick-dryness of the clothing and have a certain waterproof function when presenting the design plan. At the same time, we find that there are many outdoor sports and art courses in combination with the course schedule. The set-up, so we put forward with the design of a quick-drying sportswear, and recommended the anti-fouling and protective clothing, the results stand out from a crowd of design solutions."
It is because of Eaton Gide's “different†that it has achieved rapid growth since its birth. At present, it has already achieved 30 provinces in the country, more than 120 cities, more than 3,000 schools, but also received a lot of The film and television drama, variety shows favor. “Only looking at the volume, Eaton Gide is already the world's largest school uniform brand.†According to Wang Fang, in 2016, Eaton Gide’s production exceeded 6 million, while in 2016 Japan’s uniform production was 4.3 million, and the entire UK The school uniform output is 7 million pieces.
Wang Fang said that the brand is back to the people themselves, and all the movements are centered on people. From the design of products to the production to the service, everybody should embody humane care everywhere, and consumers must be able to feel it.
Interactive understanding of demand
People-oriented, product-based premise is to fully understand the needs of consumers, how to enhance the product through interaction with consumers has become the brand's only way to enhance consumer stickiness.
Yu Bin said that chasing new and changing brands is a label for young consumers, so the brand has also made a lot of efforts to grasp consumer changes. “We will let the design do some street shooting, we will choose some consumers who have been in contact with the brand for a long time, do collocation shooting, communicate and interact through their circle of friends, get some suggestions and feedback on the product. , O2O Mall's QR code has been added to all products, and consumers have communicated in more depth."
“Leading the reform of campus apparel and promoting the reconstruction of common education values.†Wang Fang said that this is the beginning of the brand building by Eton Gidd. It is not just the promotion of the school image, but an educational resource. , Assuming the role of improving aesthetic education and the overall educational situation, in the entire customization process of school uniforms, we pay special attention to interactions with students and parents, planning products, services, and subsequent subscriptions, voting, and issuance, and full participation of student unions. He believes that the whole process is in fact a process of education.
It is also in this process that it has subtlely influenced the development path of Eton Gide. Today, Eton Gide has gone from campus to outside the campus, student uniforms have become uniforms, cross-border has become a young fashion brand.
Also focusing on consumer interaction is VALENTINE CORP., a Korean-focused group that specializes in luggage and accessories. Its women's bags range from the French romantic feminine LOVCAT, the simple Swedish style AKTA, and the “Craftsman Spiritâ€. Double.M and the jewelry brand LOVCAT BIJOUX that highlights women's independent confidence.
LOVCAT brand products are diversified in fashion design, with bags, silverware, K gold jewelry and many other product types. The material of the product is leather, silver, 14K gold and 18K gold. The main products are simple, fashionable, romantic and elegant. , female population aged 20-40 years old.
Kim Tae-jung, head of the LOVCAT brand, said: "Our products, design and product production chain are established in South Korea. LOVCAT's 2017 product design theme is "The Shining Age," and the design concept is a new French elegant and romantic style. The brand is now focusing on China. The market will gradually expand and develop the Asian market, fit the new retail model, and achieve online and offline integration.
Based on the understanding of consumers, the brand's main cost-effective products are not only deeply loved by consumers, but also have won a lot of celebrity fans and become the brand's “free†spokesperson. Like the famous actress, Lee Bible is the brand's custodian. . Kim Dae-jung said that today's consumers are more rational and have more diversified needs. Therefore, the brand accurately cuts in customer demand and based on product quality. This is the most basic attitude.
Return to quality improvement
From design drafting, dyeing, drying, screening, weighing, proofing... to the finished product, more than a dozen processes are entirely handmade. This is the experience that high-end hat ornament brand Rofeia brings to consumers.
“From the beginning of the raw materials, we focus on natural environmental protection. We choose Lafite from Madagascar in Africa. The dyeing is also through the machines and dyes imported from Germany. Especially in the final preparation process, it takes a day to day for a skilled worker master to complete a finished product. Half time.†Fengfei Zhen, head of the Rofeia brand, said that due to the limitations of volume production, Rofeia's Raphael straw hat is more scarce, so the product has always been the core of brand development.
“We have hat designers from Japan and other international professionals who launch more than 100 new models every year. It is no exaggeration to say that we are leading the trend of Rafah straw hats, and at the same time, we are also strictly controlling the quality of our products. Levels are checked, so Rofeia is synonymous with quality products.†Feng Tongzheng said.
Rofeia is a foreign-owned company Linyi Dexin Garment Co., Ltd. began to develop the brand in 2014, many years of foreign trade export experience and production management technology, gives the brand some natural advantages, the current product is not limited to high-grade Rafi straw hat, Rafigra The class also developed hand-made stereotypes suitable for autumn and winter. According to Feng Tongzhen's introduction, in 2009 the company moved from Shanghai to Feixian County, which has a deep tradition of manual craftsmanship in Linyi, Shandong Province, not only for product quality assurance, but also for the inheritance of traditional culture.
Unlike ordinary adult clothing, the requirements for quality in school uniforms are obviously higher, so Eaton Gide pays attention to quality in the choice of materials, and cooperates with world-famous companies such as 3M, YKK, and DuPont, and also selects German steam for dye selection. Pakistan refined organic dyes to ensure that every link is safe and environmentally friendly.
In addition, Eton Gide also put forward more stringent requirements on himself. “We are the first brand in China to actively introduce SGS and Bureau Veritas inspection systems. These two testing agencies implement flight-based inspections. The reports issued are completely objective and can help us to better control quality in accordance with EU standards.†Wang Fang said that when they reached a cooperation with William Turner, a veteran British family business last year, they all gave a thumbs-up to Eaton’s products.
So, what brought so many outstanding companies to the CHIC platform? Whether Eton Gide hopes to work with CHIC to promote the deepening and development of the school uniform industry, KOOL hopes to better understand the latest developments in the apparel industry; whether Rofeia hopes to link more industry resources, or LOVCAT hopes to open it up. In Chinese fashion, they are undoubtedly fancy to the high standard and authority of this 20-year-old platform. This is not a manifestation of quality.
The upcoming CHIC2017 (Autumn) will focus on the "best product" in the industry, and pay attention to the quality of clothing and apparel, design and other product origins. We believe that more industry leaders will bloom on this stage and return. At the beginning of the year, illuminating the future, let us work together to promote the Chinese apparel industry.
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