服装加工，制造和自主品牌的关系和过渡
从巴黎击败东谷犹太人温州人说一件事
，打破标题
目前
，在中国的服装企业几万大致可分为以下四类：
名
只：品牌虚拟经营少数。
事实：人谁的OEM的占了大多数。
亦名也真实：国内自我授权，海外很多很多的大，中型企业的OEM。
没有响亮的名字：在商标局注册商标，但没有登记在消费者心中的品牌。
良好的海上300小型和中型工业城市，如您所属的国家所代表的这个类别的中小型企业。
这里所谓的“名字”，指的是自主品牌，所谓的“实”是指“生产。”看来，给我一个“服装加工制造和自主品牌的关系和过渡标题组织者说：”我主要想谈谈这两个，四个特别，让我对这次论坛的主题是不依赖的良好的小型，中型，可以记录自己品牌的知名企业？如何创建自己的品牌？
话题也谈论的故事你
二
大家都知道强大的犹太人的故事，最会看死。但是，在世界服装巴黎只是静静地制服的犹太商人城市群的温州人。创造一个神奇的故事。
在上个世纪90年代初，一些携带行李的温州人在巴黎“黄金”。当时，巴黎11区有4个交叉形成的纺织品和面料的“井的服装，箱包，家居饰品”批发市场。这里是世界上犹太人，占95％的市场份额，只有5％在东南亚贸易商搅拌过程中。比刘圾嗯大观园祖母温州几个同胞发出无知，没有家庭，没有通过语言，向犹太人极端智能席位堆拥挤，混合了有饭吃，谈何容易啊！然而，在温州，我们很多同胞无用长的时间，不仅在这里停止了脚，但有一天，网站也不断扩大，到1997,98年，许多犹太人开始冲，并纷纷撤退，再过两年，历史的颠倒了逻辑的发展，温州人占95％的市场份额，并采取“东谷”听起来不错的市场名称。今天，“东谷”和“井”还增加了一个词一个水平，超过400东谷街5服装专业批发市场的商店组成，从业人员2.0万人以实现市民，也成为了巴黎11区大型纳税人，让外国朋友们印象深刻，而且也为我们的人民赢得了骄傲和荣耀！
那么，什么是温州人民打败犹太人呢？重要权力，六武器。
一种武器：在前面的店后厂
东谷400多约60％的店铺在前面的工厂模型店。巴黎寸土寸金，商店服装颜色品种，范围，客户选样定购，本地包装，在任何时间删除。所谓“工厂”是为了寻找处理侨界在巴黎，一个稳定的伙伴关系的形成。这家工厂至少有几个人，十几个人，很多是第二次，30人，但处理成本高于国内，但其优点是应急措施，用于裁片晚上，第二天可以较货架更多。事实上，有40％的店铺也是前店后厂的，但它们的“工厂”在广东许多腹地建家园。
也许有人会问，为什么不家园温州人去处理呢？在温州生产的开始要在小批量多品种并不如珠三角流行趋势适合不掌握，巴黎温州祖国同胞宁愿得罪的老人，多付的费用，或从白马和广东虎门服装批发市场的玫瑰床在这个过程中寻找合作伙伴。
武器之二：品牌的创立到
前东谷2056年，属于原始积累阶段，什么卖什么，卖什么卖，没有品牌。直到1997,98年，从销售到产品销售的服装品牌服装经营的过渡。超过400家店铺进行了几乎相同的顺序不过，法国人发挥了自己的商标。十几年来，约25％，取得了品牌，东谷品牌的光泽一些知名度，辐射。法国商会中国服装先生，章诒马克西姆品牌，已被法国，比利时，荷兰，西班牙，葡萄牙和其他国家在1800多批发商的青睐，并逐年提高一年100多个新客户。因为销售的产品销售处于过渡时期，市场价格也转型期的品牌，每个人都在25-30％的毛利率原来协议，到现在完全放开，人数有多少收入。
的三个武器
：流行第一
-巴黎，是该中心第一次媒体世界流行趋势之一，扬声器流行，融入这一潮流，无论是年轻人或中年人，他们都是专家。温州同胞知道这是不是受欢迎的一步。他们将学习如何受欢迎，关于流行的谈话基本方法是运行市场，“拉斐特”，“春天”和其他时尚精品店，已成为他们的主要课堂。多年来，这些不属于“类”的温州人，训练的一双眼睛，比“阶级”设计师的眼睛也“毒。”到东谷门卖布有许多与韩国，日本和台湾四串类织物材料犹太人。一般来说，韩国的化纤面料比较前卫，更合理的价格。根据温州同胞和他们的客户喜欢的目标捕捉新的流行色彩，流行的花型，流行面料，服装设计，市场命中率相当高的机制。
武器四：快速反应
东谷迅速作出反应，基本经验，是快速更新，从面料选择到面料的服装市场，只是一个星期。特别是部分有基本的商店和更多的变化作出织物钱。店前和工厂的快速反应运作机制，在前一天的到来面料，服装货架上的产品第二天。
五个核武器：低价
在欧洲发达的国家，高生活质量。然而，它在不同层次的消费都是一样的，和贵族是少数，中，低消费仍是主角。东谷启动区块的低相位定位，现在的中低端服装的过渡。虽然低年级，但不太差，但选举材料的研究，做工精细，造型时尚，质量。法国著名相对而言，不但省钱，而且尊严。在保持这一基本点水平犹太人的味道，从来没有输给了温州人，但该文件温州人穿得比一的价格便宜三分之一犹太人类似。六
武器：不一样
温州人最大的优势是什么？有人说，“吃苦”，深圳市副市长曾回答我说：“温州有树木和草地，那里的人民将生活。”虽然答案是根据，但没有回答什么是温州最大的优点。据我观察，如“抱团”温州人是第一的优势。我们相互帮助，金钱，每个人的利润困难。
3，森林
阅读的社会现象，看着它一林，在生态启示我们什么性质看。
这里是九寨沟原始森林。杜牧不是林，是很难成熟。在森林里，每棵树是颈部直线上升争取阳光，光合作用同时创造湿润森林气候，而且垃圾的肥沃土壤，创造。陪同他们做太阳雨来，吸吮营养丰富，变焦环，拔高主干，创造森林，造福人类。
这是一个直观生动的例子。它告诉我们，而不是两个独立的，但竞争的一个坐标一个普遍的真理：竞争与合作。
四，思想
1。没有对身体并没有区别，合作点
有分歧，将互为补充，并相互进行合作。一时间，神州大地，一“的”字了得，这也，也，几乎成为这个词的基调。 “人，是性质或从根本上改变现状。”使商品生产的产品，不应把削减之一，看时之间的差别的可能性，进而差异点，这就是说，我们首先要尽一切可能寻找或开发独特的差异点。这是四两拨千斤的战略重点问题。此外，从这点定位，垂直深度的引爆点，从产品的功能，开发自己的品牌，包括在不同的商品价值链，战略发展规划，一环一环的事，在这一步一步地走，，实现错位发展。巴黎东谷品牌，在这里是温州75％品牌之间的差异互补，果实发育脱位。
体积小，弱，强，事道。在小品牌还没有构成真正的问题时，美国次大品牌吃水果，可以作为一个发展的典范。
2。没有竞争就没有竞争力
较长一段时间以来，国内产业有一个恶性竞争的趋势。其实，竞争是发展的法律，合作也是发展的规律，这二而一，竞争更是发展的规律。相对而言，竞争优势比同类少。比赛和两国因为心态的出发点是从不同的合作竞争，“我”，由“我们”法力无边的竞争开始的竞争力有限的合作，“我们”比“我”比无穷大有限。东谷
巴黎是竞争的典型经验规律。温州市，有超过400名同胞，家庭不仅要发财，也想算命，所以你必须做了出色的工作，我需要做的更好，你的品牌响，我的品牌更加健全。这是一个竞争的一面。然而，由于温州人第一优点是“抱团，”人人有饭吃，让每个人都丰富，有困难的美国的帮助，将永远不会为争夺权力，这里的普遍做法。商会的S，易先生已连任3个，不是贿赂，而是为了他的晚餐方式。这是合作的基石。正是这样，竞争和竞争力的合作，打击犹太人温州人才，巴黎东谷唯一的品牌生辉，元星。
3。没有新的服装概念，很难找到差异点
生理需求为主导的传统服装的概念，是静态的，美丽的讲实际，没有品牌。现在，心理需求的概念为主导的服装，是混合运动，不只是谈论美学，而且还强调舒适性和追逐的品牌。品牌集中池科学和艺术，动与静，带着深厚的感情和丰富的内涵德国。东谷的经验，在国内品牌和国外的成功经验证明，对于服装的核心内容的概念全新的服饰理念是：科技，艺术的内容，内容和信誉内容的限制。因此，为了创造自己的品牌，就必须找到从不同的角度开发的四个内容。
例如，技术含量，一方面，现代科技和装备制造业。服装制造是技术基础和品牌的质量的前提质量的基础和物质前提。另一方面，高功能纤维和表面材料。时装今天的国际趋势“300”的功能纤维品种，多纤维织物，织物风格的不同，特别是休闲类服装，尤其是体育。
其他三个内容，外延宽，也是深刻的含义，在点有巨大差异，等待我们去寻找它，发展它。
我记得上个世纪末，世界的诺贝尔奖得主呼吁在21世纪人类发展的问题在巴黎举行会议，他们可以寻求孔子。今天，我不厌其烦地告诉不同之处，不一样的主题，是在寻求孔子“和不同。”
Garment processing, manufacturing and own brand relationships and the transition
From Paris to defeat the East Valley Jewish Wenzhou People Say one thing
, breaking title
At present, tens of thousands of garment enterprises in China can be broadly divided into the following four categories:
in name only: Brand Virtual operators minority.
de facto: OEM people who account for a majority.
亦名also real: the domestic self-licensing, OEM for overseas many, many for the large and medium-sized enterprises.
not well-known name: a registered trademark in the Trademark Office, but failed to register the brand in the minds of consumers.
good sea 300 small and medium-sized industrial city, as represented by the country you belong to this category of SMEs.
here the so-called “name”, referring to the independent brands, the so-called “solid” refers to “manufacturing.” It seems that the organizers for giving me the title of a “garment processing manufacturing and own brand relationship and transition” I mainly want to talk about these two, four, in particular, let me rely on the theme of this forum is not for the well-known names of small and medium-sized , can record own brand? How to create their own brands?
topic too, to talk about the story you
II
Everyone knows the story of powerful Jews, the most will be read to die. But a group of Wenzhou People in the world apparel Paris city simply quietly subdued to Jewish businessmen. Created a mythical story.
nineties at the beginning of the last century, several Wenzhou People carrying luggage to Paris “gold.” At that time, Paris 11 district has four intersect to form the “wells” of clothing, bags, home accessories wholesale market for textiles and fabrics. Here are the Jews the world, accounted for 95% of the market, only 5% of traders in Southeast Asia during mixing. Wenzhou several compatriots than Liu Jin Daguanyuan grandmother sent ignorant, with no family, language does not pass, to the extreme of the Jews in the smart seats heap crowding, mixing a bowl of rice to eat, easier said than done ah! However, our compatriots in Wenzhou, many useless long time, not only here to stop the foot, but one day the site is also expanding, to 1997,98 years, many Jews started rushing, and one after another retreat, another two years, the history of reversed the development of logic, the Wenzhou People accounted for 95% of the market and take a “Eastern Valley” sounds good market name. Today, the “Eastern Valley” and “Well” also added a word one horizontal, consisting of more than 400 shops in the East Valley Street 5 clothing professional wholesale market, employing 20,000 people to reach the public, has also become a Paris 11 districts of large taxpayers, so that foreign friends impressive, but also for our people won the pride and glory!
So, what is the Wenzhou People defeat the Jews do? Significant power of the six weapons.
one weapon: shop in front and factory
the East Valley more than 400 shops in about 60% are shop in front and factory model. Paris寸土寸金, store clothing color variety, range, customer sampling order, local packing, removed at any time. The so-called “factory” is in Paris looking for the processing of Chinese circles, the formation of a stable partnership. This plant at least a few people, a dozen individuals, many are second, thirty people, although the processing cost is higher than domestic, but the benefits are a contingency measure, used to cut pieces evening the next day can be more than the shelf. In fact, there are 40% of the shops is also a factory shop in front, but their “factory” built in many hinterland of Guangdong homeland.
Some people might ask, why not homeland Wenzhou People go processing it? The beginning of production in Wenzhou are to be where many varieties of small quantities are not suited for fashion trends such as the PRD do not grasp, Paris Wenzhou homeland compatriots would rather offend the elders, pay more fees, or from the White Horse and Canton Humen clothing wholesale market in the bed of roses looking for partners in the process.
weapon bis: the creation of the brand into
just before the East Valley in 2056, belongs to the primitive accumulation stage, what has to sell what sell and sell what, there is no brand. Until 1997,98 years, operating into the transition from selling products to selling apparel brand clothing. More than 400 shops are carried out almost the same order though, the French have played their own trademarks. Ten a few years, around 25% of the brand has achieved some fame, radiation at the east Valley brand luster. French Chamber of Commerce Chinese clothing, Mr. Zhang Yi Maksim brand, has been France, Belgium, the Netherlands, Spain, Portugal and other countries in favor of more than 1800 wholesalers, and are increasing year by year more than 100 new customers. Because by selling products to selling brand in transition, market prices are also in transition, and everyone from the original agreement in the 25-30% gross margin, up to now fully liberalized, the number of how many earn.
of three weapons: popular first
- Paris is one of the world fashion trend of the first media center, speakers pop, into the tide, whether young or middle-aged, all of them are experts. Wenzhou compatriots know that is not popular step. They will learn to be popular, the popular talk about the basic approach is to run the market, “Lafayette” “spring” and other fashion boutiques have become their main classroom. For many years, these do not belong to “classes” of Wenzhou People, trained to a pair of eyes, than the “classes” designer’s eye also “poisonous.” To the East Valley-door selling fabrics are many Jews with South Korea, Japan and Taiwan, four string-like fabric material. Generally speaking, South Korea’s chemical fiber fabrics relatively avant-garde, more reasonable prices. Wenzhou compatriots in accordance with the objectives of their customers love to capture the new popular color, popular flower type, the mechanism of popular fabrics, fashion design, the market hit rate is quite high.
weapon four: rapid reaction
the East Valley a rapid response, basic experience is quickly update fabric, from fabric selection to the clothing market is only a week. In particular section has basic shops and more are changing to make money on fabric. Shop in front and factory are rapid response operation mechanism, the previous day arrival fabrics, clothing products on the shelves the next day.
five weapon: cheap
are developed in Europe are national, high quality of life. However, its consumption at different levels are the same, and aristocracy are a minority, middle and low consumption is still the protagonist. The positioning of the East Valley start-up phase for the low block, and now the transition to middle and low dress. Although low grade, but not shoddy, but election materials research, fine workmanship, styling fashion, quality. France famous relative term, not only save money, but also dignity. Jews in maintaining the taste level of this basic point, never lost to Wenzhou People, but similar with the file Wenzhou People dress cheaper price than one-third of the Jews. Six
weapon: not the same
Wenzhou People’s biggest advantage is what? Some people say that “to endure hardship,” a deputy mayor once answered me: “Wenzhou People, like trees and grassland, where there will live on.” Although the answer has in accordance with, but did not answer the question what are the biggest advantages of Wenzhou. According to my observation, like “抱团” Wenzhou People are the advantages of the first. Have difficulties with each other to help, money, everyone profits.
three, forest
read social phenomenon, look at it a forest, look at the nature of ecological enlightenment on what we have.
here are the primeval forests of Jiuzhaigou. Dumu not lin, it is difficult to mature. In the forest, each tree is the neck straight up fight for sunlight, photosynthesis simultaneously create humid forest climate, but also litter the soil to create fertile. Accompanied them to do the sun come rain, sucking rich in nutrients, zoom ring,拔高trunk, creating a forest, the benefit of humankind.
This is a vivid example of intuitive. It tells us a universal truth: competition and cooperation rather than two separate, but competing one coordinate.
four, thinking
1. No difference between the points on the body did not cooperate
have differences, will complement each other and have each other, will cooperate. A period of time, the Divine Land, a “” of字了得, this also, and it also, and almost became the tone of the word. “Of persons, is the nature or status of a fundamental change.” Manufactured products made merchandise, should not one of the cut, the likelihood difference between when to look, and proceed to point of difference, that is to say, we should first do everything possible to find or develop distinctive point of difference. This is a skillfully deflected the question of strategic focus. And, from this point positioning, the vertical depth to the point of detonation functions, from product to develop its own brand merchandise, including differences in the value chain strategic development plan, one ring and one ring to do, step by step in this direction, and realize the development of dislocation. Paris Eastern Valley brand, is here in Wenzhou 75% of the difference between brands complement each other, dislocation of the fruit development.
small size, weak-Qiang is a matter Road. In small brands have not yet pose a real problem when the U.S. sub-brands to eat large fruit, can be regarded as a development model.
2. Not competing there will be no competitive edge
longer period of time since the domestic industry has a tendency to vicious competition. In fact, competition is a law of development, cooperation is also a law of development, these two into one, competing even more is a law of development. Relatively speaking, the competitive edge to less than competing. Competition and cooperation between the two because the mentality of the starting point is different from competition from the “I”, the competitiveness of limited cooperation from the “we” start competing infinite power, “we” than “I” is greater than infinity limited. Eastern Valley
Paris is competing typical empirical regularity. Wenzhou, where more than 400 compatriots, families not only want to make a fortune, but also want to fortune, so you have done an excellent job and I need to do better, your brand ring, my brand to be more sound. This is a competitive side. However, due to the first advantages of Wenzhou People are “抱团,” everyone has food to eat, to make everyone rich, have a difficult U.S. help, will never struggle for power, a common practice here. S Chamber of Commerce, Mr. Yi has been re-elected are three, not bribery, but to make way for his dinners. This is the cornerstone of cooperation. It is precisely this way, competition and cooperation of competing forces, defeat the Jews Wenzhou talents, Paris Eastern Valley only brand Shenghui, meta-Stars.
3. No new apparel concept difficult to find points of difference
physiological demand-led concept of traditional costumes, are static, beautiful stresses practical, no brand. Now, the psychological concept of demand-led clothing, are blending movement, not just talk about aesthetics, but also stresses comfort and chase the brand. Brand concentrated pool of science and art, movement and stillness, Germany with profound feelings and rich connotations. Eastern Valley experience, the success of the brand experience at home and abroad have proved that the new apparel concept for the concept of the core content of clothing brand are: technology, art content, content and credibility of content limitation. Therefore, in order to create their own brands, it is necessary to find from the four content in the development of point of difference.
For example, technical content, on the one hand, modern technology and equipment manufacturing. Garment manufacturing is the quality of the technical foundation and prerequisite for the quality of the brand are the foundation and prerequisite for the material. On the other hand are high-function fibers and surface materials. Fashion today’s international trend “over 3″, a fibrous variety of functions, a multi-fiber fabrics, a variety of fabric styles, especially the leisure category of clothing, especially sports.
the other three content, epitaxial width, also the deep meaning, there are vast differences in points, will wait until we go looking for it, develop it.
I remember the end of last century, the world’s Nobel laureates meeting in Paris on appeal the development of 21st century human problems, they can seek to Confucius. Today, I went to great pains to tell the difference point, not the same theme, are in seek of Confucius “and different.” (07-10-29)