Quanzhou Fashion Brand "Fast Fashion" Encountered "Slow Cycle"

A few days ago, Versace, Armani and other ten international brands have released the trend of color popularity in the early autumn and autumn. After a few days, these trends have entered the clothing design institutions of various international famous brands.

"It takes at least 1-2 months for domestic enterprises to launch from international fashion to corporate design institutions."

In the face of the fast supply chain of foreign garment enterprises, for a long time, because of the limitation of traditional profit mode and relatively backward supply chain, domestic enterprises can only "look up and down".

How to break through the bottleneck of the original production and marketing process, shorten the fashion trend into production cycle, and achieve high value-added products such as shoes and clothing in the "two pioneering"?

The pformation of creativity into industry is the control of the supply chain. Therefore, a mechanism that can efficiently coordinate all links of the supply chain is the key to the pformation of creativity.

For example, on the information platform of H&M, the purchasing department and sales department of H&M can work closely together; all stores can know each other's sales situation and goods allocation on the platform; the purchasing and logistics department can track the sales and inventory of each product, so as to facilitate timely replenishment.

"Synchronization" is the idea put forward by H&M, that is, updating the detailed list every week, so that each purchasing department and every store can know how much each product has sold.

An internal report by H&M pointed out that the enterprise information platform has established a "Circular" information feedback mechanism for H&M, and the information on sales, inventory, procurement planning and production capacity has been completely pparent.

Localization of international trends

Zhao Shuling: powerful enterprises can gradually build their own design network strength from imitation and pformation.

For example, join the creative alliance with the product brand positioning and communicate with other branches of the creative industry.

China's market has its own particularity, and its traditional context and aesthetic characteristics are quite different from those of other countries. It can not simply impose Italy's sexy, American freedom and French romanticism on Chinese consumers. Imitating the judgments made is not accurate, it will only lead to brand loss.

This requires China's clothing brand to be localized and upgraded in color modeling and structural language so as to achieve a qualitative leap from China to China.

Innovation starts with details

"Rome is not built in a day". Breaking the production and marketing mode of "slow cycle" is not easy. Building a fast supply chain system is not simple, but from a subtle point of view, a highly effective supply chain with unique characteristics will inevitably take shape.

Individual enterprises' supply chain links imitate ZARA and H&M, change the order cycle and set up a buyer team. From the part of adapting innovation and innovation, we can see that some subtle changes have occurred in 3610, Anta and other spring enterprises.

When Quanzhou brand goes to the world stage, in the face of fashion, high quality and high value added all-round competition, enterprises will undoubtedly embark on a new entrepreneurial path.

We should dare to change the inherent production and sales chain, and choose the innovation points that are suitable for ourselves in learning and imitation.