In the planned economic era, for my country's companies, basic factories are enterprises, companies are the factory. With the reform of my country's economic system and the intensification of market competition, the competition of enterprises has developed from product competition to the price competition, and then go to brand competition. Therefore, in our own brand and created brand name, it has always been a physical and commercial business in a long time. However, since the 1990s, brand operations have become increasingly common in the world, and their own entries have a market, and they are accepted by more and more business people, and successfully used in the practice of enterprises. Today, the brand is no longer necessary to invest in the construction of the factory and the machine and equipment purchase, and can also operate the brand, and operate brand enterprises through the franchise and commissioning methods of borrowing and borrowing. This kind of business model is called virtual operation, and such a company is called dumbbell enterprises. In Wenzhou's clothing brand enterprises, physical and virtualized operations have both modes, and they have a very successful masterpiece. Below we will explore the application of these two modes in the Wenzhou clothing industry. I. The basic characteristics of physical brand operation mode and the entry of physical brand enterprises are integrated production and sales. Such brand companies are just a productive company, specializing in the production of products and is equipped with a small number of salespersons. With the needs of enterprises, the needs of market competition, research and development and product design are increasingly becoming an important sector of the enterprise, and companies have also developed into a true sense of modern enterprises integrating design, production and marketing. At present, most of Wenzhou's clothing brand enterprises come from evolving. Among them, some of the most famous companies: newspapers, Zhuangji, France, Xia Den, Mao, Snow Song, Red Blue, Job, etc. If Zhuangji Group is positioned as a professional apparel group mainly based on production, sales of clothing, and leather, tie. In the company's 2000 propaganda, this is described in this regard: (Company) Now there is an annual production capacity of 1.2 million sets of apparel products, including 300,000 high-mite suit, 50,000 women's clothing, 800,000 pieces of shirts Other costumes 50,000 sets (pieces). The first sentence on the website of the newsletter is "the newspaper is a bouncing of clothing and clothing companies". Some companies have unknown, but in actual operation, this three-in-one model is selected. At present, the brand operation of such enterprises has three different development directions, the first is the evolution of a single brand product to the comprehensive garment and apparel brand. Such as the news of the birds, the most famous products are in the suit. They are now extended. They have newspapers, ties, leather and all kinds of clothing accessories, Zhuangji model, and the products of Zhuangji brand have suits, tie, Belt, leather shoes, leather bags, shirts, sweaters, etc. The products under the name of the Sen Ma brand have suits, casual clothes, children's wear, etc. Brand extension is fully utilized to make the brand's popularity and reputation, get as much brand rights and brand income, have positive significance. However, you should pay attention to the compatibility and interactivity of brand connotation and culture and extension. Such as the brand's gender, brand positioning, brand symbolic significance, etc. The second is a three-in-one model that is completely self-produced, tilted to the design and brand market. Such companies have snow songs, sups, Zhuangji and other enterprises. These companies have a large market demand for brand products than that of the company's existing production capacity, so they turn to seek processing enterprises. If the snow song, I played an advertisement for processing enterprises on the web. Such companies may eventually change to the second brand business model to talk about, that is, give up the middle production link, focus on the design of the product and the operation of the brand. The third development direction is to abandon brand management and concentrate on the production and processing of products. Such enterprises have strong production and processing capabilities. After years of brand operation, the brand operation is not its own strength, or it may not be enough for funding. All in all, the enterprise chooses no longer engage in brand, and he will work hard. A number of companies have made this place in Wenzhou's clothing enterprises.
Chen Min, the president of the Wenzhou Clothing Chamber of Commerce, four conditions to be a brand: economic strength (advertising investment is not less than 50 million yuan), market share (not less than 2%), innovative ability (most critical), marketing ability (Corporate culture and branding power), and these four conditions must be available at the same time. Small brand enterprises in Wenzhou clothing are now basically steering, and the Dand Crane with higher awareness in Wenzhou also explicitly positioned themselves in processing enterprises. Therefore, it is a good choice for a three-in-one brand enterprise that is insufficient. It should be pointed out that processing companies do not make a brand, not equal to the declaration of the company, but it is only to advertise the ultimate consumers. Processing companies still have to do business propaganda, and the object of promotion is changed from the original consumers to brand operators. Second, the virtual business brand mode virtual operation is a fresh topic for most companies in my country, and truly causing people to pay attention to the time. However, in fact, our business model we call us today is presented abroad. We have long been more known as a franchise, and the chain operation has long been said for a long time. Of course, strictly speaking virtual operations and franchise and chain operations are still different. For the apparel industry, foreign companies have long been doing virtual operations. For example, most of my country's exports are mostly foreign companies, foreign companies do not have a factory, but they can get their own products, and sell them around the world with their name. The best in virtual business is also the most famous of the United States Nike sports series. What is virtual business? Let us first look at the traditional business model. The birth of the product to the final consumption can be divided into the following six-stage: the design of the market needs - design and development - production - marketing - channel - consumer traditional three-in-one enterprise will at least choose the middle three Stage, design, production and marketing. For those who are not very good, due to the weaker identity ability, they choose to imitate, resulting in the similarity of market products. There are also some companies to do their own channels from the beginning. The most obvious difference between virtual operations is to let go of the middle, and virtual enterprises do not engage in product volume production. There are two key to virtual business: one is design development; second is marketing and network construction. It can be seen that the virtual operation is not really virtual. It needs market analysis. It can grasp future market needs. It can translate into specific product style and performance, but also need to do brand-building, brand cultural construction, franchise store and whole Network construction, etc. For a virtual business, the development and design of the product is very important, this is the guarantee of its success. Virtual companies must have a group of creative design developers that can continue to launch original design and products. Otherwise virtual business is very dangerous. The same is the same as the virtual business company is the operation of the brand. Unlike traditional productive companies, virtual business relying on brand appeal, condenses the franchise store, attracting consumers to patronize and buy. The biggest feature of virtual business is to carry out all activities of the company based on the brand. Advertising enhances brand value, deducting brand connotation, showing the additional value of brand products, product design should meet the brand's cultural and concepts, and the franchise store should be coordinated with the image and status of the brand. For virtual companies, the brand is the most valuable asset of the company. Wenzhou is currently a successful enterprise, which is more successful, they are Bai Lide, Gao Bang and Meters Bonwich. The three are a leisure brand, which is the virtualized business model of clothing brand in 1995. By 2001, the Sales of the Metersbonwe reached more than 800 million, and Gao Bang was 390 million. By Lid's performance is also quite good. After registering the Porakint trademark since 1995, he sets up the headquarters in Wenzhou, and opened the first Bawa's brand store in Wanli Street (a famous commercial street in Wenzhou. The road to the entrepreneurship of Baicide.
