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您當前的位置:首頁行業動態服裝業華麗轉身后面臨渠道尷尬
 

服裝業華麗轉身后面臨渠道尷尬

日期:2018-11-20點擊:


SHENZHEN,CENGJINGDEFUZHUANGDAIGONGJIDI,RUJINDEFUZHUANGPINPAIJUJIDI,SHIZHONGGUOFUZHUANGCHANYEZHUANXINGSHENGJIDEYIGEYANGBEN。CONGCHANYELIANZUIDICENGDE“SANLAIYIBU”PANSHENGDAOCHANYELIANDINGDUANDEFUZHUANGSHEJI、PINPAIYINGXIAO,SHENZHENFUZHUANGYEJINGLILECONGDIDUANZHIZAOYEDAOWENHUACHUANGYICHANYEDEZHUANXINGSHENGJIZHILU。RANER,ZAIHULIANWANGDACHAOZHIXIA,MIANDUIXIANXIAQUDAOCHENGBENZOUGAO,SHENZHENHENDUOFUZHUANGPINPAICHUWANGQUEZAOYUGANGA。RUHESHIYINGDIANSHANGTIAOZHAN,SHISHENZHENFUZHUANGYEGENGSHIZHONGGUOFUZHUANGCHANYEDANGXIABIXUMIANDUIDEXINKETI。

從制造業到文創業

一場淘汰危機帶來的轉型升級

ZAIMATIANNU(MY TENO)DEBANFANGLI,DABANSHIZHENGZAIANZHAOSHEJITUGANZHI2018NIANCHUNXIAJIDEFUZHUANG。MATIANNUCHUANGYIZONGJIANHUANGYICHUNGAOSUJIZHE,YINIANYAOTUICHUYUE2000KUANXINYI,CHUANGYISHEJIHUANJIEDEGONGZUOJIEZOUFEICHANGJINZHANG。

天天中彩票 1997NIAN,AIZUOYIFUDEHUANGYICHUNYUZHANGFUWUSUIPINGYITONGSHELILEMATIANNUPINPAI。CIQIANDEWULIUNIANSHIJIANLI,TAMENZUOGUOFUZHUANGPIFA,KAIGUOFUZHUANGCHANG,ZHENGLEBUSHAOQIAN,DANQUEMINRUIDIGANDAOJIAGONGPIFALIRUNDIBUSHICHANGJIUZHIJI。WUSUIPINGSHUO:“DANGNIAN,FUZHUANGSHENGYIRUHUORUTU,DANPINPAIFUZHUANGHUANMEIKAISHI。WOHETAITAIJUEDINGCHUANGLIZIJIDEPINPAI。”

天天中彩票 WEILERANGPINPAIGENGYANGQI,WUSUIPINGXIANZAIYIDALILUOMAZHUCELEMATIANNUSHANGBIAO。WUSUIPINGBACHUGUODUJINCHENGWEISHIDAIDECHANWU。CHENGLIPINPAIHOU,WUSUIPINGKUAISUKANDIAOLEZHENGKUAIQIANDEPIFAYEWU,BINGPINQINGTAIWANSHEJITUANDUIQIANGHUASHEJINENGLI。

天天中彩票 MINRUIDIBUZHUOSHICHANGDONGXIANGSHIDEWUSUIPINGJISHIZHUAZHUZHUANXINGSHIJI。QIBUYUTEQUCHENGLIZHICHUDESHENZHENFUZHUANGXINGYE,DEYIYU20SHIJI80NIANDAIZHONGQIXIANGGANGZHIYIYEXIANGSHENZHENDENEIQIANZHUANYI, JUEQIYUDUIWAIJIAGONGCHUKOUDEFAZHAN。DANGSHISHENZHENYUEYOU1000JIAFUZHUANGQIYE,40YUWANRENCONGSHIFUZHUANGJIAGONGCHUKOUYEWU,100DUOGEPINPAIZAISHENZHENJIAGONG。

RANER,HAOJINGBUCHANG。SHENZHENSHIFUZHUANGXINGYEXIEHUIHUICHANGSHENYONGFANGGAOSUJIZHE,“SANLAIYIBU”(LAILIAOJIAGONG、LAIYANGJIAGONG、LAIJIANZHUANGPEI、BUCHANGMAOYI)QIYEFUJIAZHIDI、JIAOSHUISHAO,SUIZHU20SHIJI90NIANDAICHUSHENZHENZHOUBIANDIQUFUZHUANGJIAGONGYEDEXINGQI,FUZHUANGJIAGONGYEZHUBUCHENGWEISHENZHENDEXIANZHIFAZHANXINGYE。“NEISHI‘SANLAIYIBU’JIAGONGQIYEDEYINGYEZHIZHAO,ZHENGFUDOUBUPILE。ZHEGEXINGYEBIXUCONGDIJISHUHANLIANG、DIFUJIAZHI、CHUKOUJIAGONGXINGXIANGGAOJISHUHANLIANG、GAOFUJIAZHI、ZIZHUPINPAIXINGDEFAZHANMOSHIZHUANBIAN,BUZHUANXINGJIUYAOBEIJICHUQU。”

ZAIZHEZHONGBEIJINGXIA,SHENZHENSHIFUZHUANGXINGYEXIEHUIYU1997NIANTICHU“WUMINGGONGCHENG”,DAZAOMINGQI、MINGPAI、MINGSHI、MINGMO、MINGDIAN,TUIDONGFUZHUANGYEZOUXIANGPINPAIZHILU。CIHOU,ZHENGFUYEWEIFUZHUANGYEDEZHUANXINGTIGONGZHICHI。ZAISHENZHENSHIZHENGFUDEZHICHIXIA,SHENZHENSHIFUZHUANGYANJIUKAIFAZHONGXINYU2003NIANCHENGLI。TONGNIAN,SHENZHENSHIZAILONGHUAXINQUDALANGBANSHICHUGUIHUAJIANSHE“SHENZHENFUZHUANGCHANYEJIJUJIDI”,2011NIAN,GAIJIDIJINYIBUKUODASHENGJIWEIDALANGSHISHANGCHUANGYICHENG。

天天中彩票 LAIZISHENZHENSHIFUZHUANGXINGYEXIEHUIDESHUJUXIANSHI,2016NIANSHENZHENFUZHUANGYESHIXIANCHANZHICHAO2000YIYUAN,YOUFUZHUANGQIYE2800YUJIA,CONGYERENYUAN20DUOWANREN,ZIYOUFUZHUANGPINPAIJIN2000GE(JIAOZHIMINGDEPINPAI200DUOGE),ZAIDACHENGSHIYILEISHANGCHANGDESHICHANGZHANYOULVDA60%YISHANG。ZIZHUPINPAICHANPINCHANZHIYOU20SHIJI90NIANDAICHUDEBUZU5%SHANGSHENGDAOMUQIANDE80%,YONGXIANCHUMASIFEIER(Marisfrolg)、YINGER(YINER)、GELISI(ELLASSAY)、MATIANNU、JIEXI(JESSIE)、YIZHIHUI(EACHWAY)、LIQI(LIZZY)、NAPAJIA(La pargay)、NAERSI(NAERSI)、FENLANYICHU(BBLLUUEE)、JIHOUFENG(SEASON WIND)、KAERDANDUN(KALTENDIN)、FANSINUO(VERSINO)、SHUNVWU、JIXIANGZHAIDENGYIPIZHIMINGPINPAI。

天天中彩票 RUJIN,SHENZHENFUZHUANGYEYIBUZAIJINSHIZHIZAOYE,ERSHIXIANGCHANYELIANDESHANGYOUPANDENG,MAIRULEWENHUACHUANGYICHANYE。WENHUACHUANGYICHANYEYUGAOXINJISHUCHANYE、XIANDAIWULIUYE、JINRONGYEBINGLIEWEISHENZHENSIDAZHIZHUCHANYE。《SHENZHENWENHUACHUANGYICHANYEZHENXINGFAZHANZHENGCE》MINGQUEJIANGFUZHUANGSHEJI、PINPAICEHUAYUYINGXIAOLIEWEIZHONGDIANFAZHANXINGYE。

SHENZHENSHIFUZHUANGXINGYEXIEHUIFUMISHUCHANGZHENGYUANJIESHUO,WEIYINGDUIGUOJISHICHANGDEYANJUNTIAOZHAN,SHENZHENFUZHUANGXINGYEYUELAIYUEZHONGSHI“CHUANGXIN”“CHUANGYI”,MUQIAN,75%YISHANGDESHENZHENFUZHUANGQIYEJIANGXIAOSHOUEDE5%ZHI15%ZUOWEISHEJI、CHUANGXIN、YANFAJINGFEI。SHENZHENFUZHUANGYEZHENGNULISHIXIANYOULAODONGMIJIXIANGJISHUMIJI、RENCAIMIJI、ZHISHIMIJIDEZHUANXINGSHENGJI,XIANG“PINPAIZONGBUJINGJI”HE“DOUSHIJINGJI”DESHISHANGCHUANGYICHANYEFANGXIANGFAZHAN。

從中低端到中高端

尋找國際快消品牌沖擊下的藍海

天天中彩票 RUJIN,DACHENGSHIYILEISHANGCHANGLINEIXIESHAOZEQIANYUAN、DONGZESHANGWANDENVZHUANGXUDUOSHILAIZISHENZHENDEPINPAI。

天天中彩票 SHENYONGFANGGAOSUJIZHE,SHENZHENFUZHUANGYEZAIPINPAIHUAZHICHUJIUMIAOZHUNLEZHONGGAODUANKEQUN。ZHUANXINGQIAN,SHENZHENFUZHUANGCHANGDADUODAIGONGOUMEIGAODUANPINPAI,YONGYOUDANGSHIGUONEIJIAOXIANJINDESHENGCHANSHEBEIHEJIAOGAODEJIAGONGSHUIPING,JIDIANLEHENDUOZUOZHONGGAODUANFUZHUANGDEJISHU、MIANLIAOHESHEJIZIYUAN,JUYOUCHENGSHUDECHANYEJICHU。ERQIE,“DANGSHIZOUZHONGGAODUANLUXIAN,YEYOULIYUYUGUANGZHOU、DONGGUANDENGDICHAYIHUAJINGZHENG。”

天天中彩票 SHIJISHANG,YIXIESHENZHENFUZHUANGPINPAIYECENGCHANGSHIGUOZHONGDIDUANDINGWEI,DANXIAOGUOBURUYUQI。MATIANNUCENGZAI2001NIANTUICHUADAZHEGEDINGJIAGENGWEIQINMINDEPINPAI,DANYEJIBUJIA。WUSUIPINGSHUO:“SUIRANNEISHIGUOJIKUAIXIAOPINPAIHUANMEIJINRUSHICHANG,DANZHEGELEIBIEDEMENJIANBIJIAODI,YOUDALIANGDEJINGZHENGZHE。YIWOFENGSHIZUILEIDE,YILIANGQUSHENGBUSHIWOMENDEQIANGXIANG,WOMENBUNENGZHEMEWUXUDIXUEPIN,XUYAOGANKUAIZHAOLANHAI。”

2006NIANWUSUIPINGGUANDIAOLEADAZHEGEPINPAI,BINGJINYIBUTIGAOLEMATIANNUDEDINGWEI,TIJIA60%。SUIHOUYOUTUICHULEDINGWEIGENGWEIGAODUAN、SHEHUADEADANNA(La Danum)。

天天中彩票 ERRUJIN,ZAIGUOJIKUAIXIAOPINPAIDAJUJINRUZHONGGUOHOU,XINPINPAIYAOZOUDINGWEIZHONGDIDUANDEKUAIXIAOZHILUJIUGENGNANLE。

CHENZHONGHUAZAI2013NIANCHUANGLILELIMO(LAPORA)ZHEGEZHONGGAODUANNVZHUANGPINPAI,2016NIANSHIXIANXIAOSHOUE2.7YIYUAN。TARENWEI,RUJINFUZHUANGPINPAIYAOZOUZHONGDIDUANLUXIANSHINANSHANGJIANAN。“ZHONGDIDUANFUZHUANGZOUDESHIKUAIXIAOLUXIAN,BIXUKUAISUZUOLIANG,YINGYESHOURUSUIGAO,DANLIRUNLVDI。ERQIEKUAIXIAODEKUCUNJIYAFENGXIANDA,BINGQIEZAIYUNYINGSHANGHENNANYUGUOJIKUAIXIAOPINPAIKANGHENG。ERZUOZHONGGAODUANFUZHUANGZEYUNXUQIYEXIANGDUIMANDICHENGCHANGHEJILEI。”

DINGWEIZHONGGAODUANKEQUNDELINGYIGEHAOCHUSHI,XIAOFEIZHEDEJIAGEMINGANDUBUGAO,NENGGOUYINGDUIJINGJIZHOUQIBIANHUA。“JINGJIBUHAOSHI,SHOUYINGXIANGBIJIAODADESHIZHONGDIDUANFUZHUANG。”WUSUIPINGSHUO。

FUZHUANGXIAOFEIBUJINJINSHIMANZUGONGNENGXINGXUQIU,GENGSHIYAOTIXIANGERENDEGEXINGHETEDIAN。SHENYONGFANGRENWEI,MUQIANFUZHUANGYEYIJINGJINRUSHEJISHIPINPAIJUEQIDEGEXINGHUASHIDAI,XIAOPILIANGDUOYANGHUASHIWEILAIFUZHUANGYEDEFAZHANQUSHI。

ZHONGAIQINQISHUHUA、SHIJIUHUACHADEZHAOYUE,YINWEIMAIBUDAOZIJIXIHUANDEYIFU,YU2016NIANCHUANGLIZIJIDEPINPAI——MINGYUEHE。RUTONGPINPAIMINGYIYANG,ZHAOYUESHEJIDEYIFUJIJUZHONGGUOMEI,FUHANSHUIMOYIJING,DIANYAPIAOYI,BIANSHIDUHENQIANG。

天天中彩票 WEILEGENGTIEHENVXINGDEXUQIU,MINGYUEHEDECHENGYIKUANSHI,JUNKEGENJUKEHUSHENXINGHEYIJIANJINXINGDIAOZHENG,SHIXIANSIRENDINGZHI。ZHAOYUESHUO:“WOMENMEIZENMEZUOTUIGUANG,90%YISHANGDEKEHUSHIKERENJIESHAOGUOLAIDE,ZHONGFUGOUMAIDEBILVHENGAO。”

天天中彩票 “GUOWAIHENDUOSHEJISHIPINPAIYIGAOPINZHIDEZUOGONGHEGEXINGHUADESHEJIHUODELESHICHANGRENKE,SHOUJIABUFEI。WOMENYEZAICHAOZHUZHEGEFANGXIANGFAZHAN。”SHENYONGFANGSHUO。

線下太貴線上太亂

電商崛起帶來的渠道挑戰

CHENZHONGHUAGEIJIZHESUANLEYIBIZHANG:YIJIANYIFUDESHOUJIALI,SHANGCHANGQUDAOZHAN28%ZHI30%,RENYUANGONGZIYUEZHAN20%,YUANCAILIAOJIBAOZHUANGYUNSHUZHAN18%ZHI20%,YANFAFEIYONG8%ZHI10%,HUANYOUKUCUNTANXIAOHENASHUI,SHENGXIADECAISHIQIYEDEJINGLIRUN,NENGWEICHIZAI15%JIUHENBUCUOLE。

ZUOGUOPIFAHEGONGCHANGDEWUSUIPINGZAICHUANGLIMATIANNUDEQIBUJIEDUANJIUFAXIAN,SHENGCHANBUSHIZUIDADEZHANGAI,YEBUSHICHUANGZAOLIRUNDEZUIDAYUANQUAN,SHEJIKAIFACAISHIDIYISHENGCHANLI,QUDAOZESHIDIERSHENGCHANLI。

SHENYONGFANGRENWEI,DANGXIAFUZHUANGQIYEMIANLINDEJUDATIAOZHANYOULIANGGE:YISHIRUHEGONGGUYUSHEJISHIDEGUANXI;ERSHIRUHESHIYINGDIANSHANGCHAOLIU,ZHENGHEXIANSHANGXIANXIAQUDAOZIYUAN。

SUIZHUYIXIANCHENGSHIFANGJIAZOUGAO、GOUWUZHONGXINZENGDUO,RENQUNFENSAN,DAOZHIZHONGGAODUANFUZHUANGPINPAIZAIYIXIANCHENGSHIDEJINGYINGYALIZENGDA。DIKAI(Distin Kidny)PINPAICHUANGSHIRENCENGXIAOBINSHUO,YIXIANCHENGSHIXIAOFEICHENGXIANMINGXIANFENHUAQUSHI,GAODUANPINPAIHEZHONGDIDUANKUAIXIAOPINPAIGENGRONGYIBAOZHUSHICHANGFENE,ERJIEYULIANGZHEZHIJIANDEZHONGGAODUANFUZHUANGXIANGDUIGENGNANSHENGCUN,“WOMENZAIYIXIANCHENGSHIKAIDIANMEIYOULIRUN。”

天天中彩票 BULUNSHILIMOHUANSHIDIKAI,ZUOWEIXINPINPAI,DOUZAISHENGENGERSANSIXIANCHENGSHI。CENGXIAOBINSHUO:“WOMENJIHUABAQUDAOXIACHEN,BIRUDAOXIANJISHI。XIANJISHIHUANSHIYOUYIBUFENXIAOFEINENGLIJIAOQIANGDERENQUNDE,ERQIESHICHANGJINGZHENGMEINEIMEJILIE,GUOJIPINPAIHUANMEIJINZHU,GUONEIPINPAIYEXIANGDUIJIAOSHAO。”CHENZHONGHUASHUO:“YIXIANCHENGSHISHANGYEZONGHETIYUELAIYUEDUO,ERERSANXIANCHENGSHISHANGYEZHONGXINBIJIAOJIZHONG,GENGRONGYIFUGAIDAOMUBIAOKEQUN。”

MIANDUIXIANXIAQUDAOCHENGBENZOUGAO,SHENZHENHENDUOFUZHUANGPINPAICHUWANGQUEZAOYUGANGA。MATIANNUDEXIANSHANGXIAOSHOUJINXIANYUCHULICUNHUO。WUSUIPINGSHUO:“KAIZHANXIANSHANGXIAOSHOUHUIYINGXIANGJIAMENGSHANGDELIYI。ZAIXIANSHANGBUDAZHE,BUHAOMAI;DAZHE,YOUCHONGJISHITIDIANXIAOSHOU。”DIKAICENGCHANGSHIGUOXIANSHANGXIAOSHOU,KAIGUOTIANMAOQIJIANDIAN,DANQUEYINYINLIUCHENGBENGAO、TUIHUOLVGAOERCHEHUIXIANXIA。CENGXIAOBINSHUO:“XIANZAIXIANSHANGQUDAODECHENGBENBINGBUDI,FUZHUANGZAIXIANSHANGSHUYUTUIHUOLVGAODECHANPIN,HENRONGYICHANSHENGKUCUNWENTI。WEILEWEICHIXIANXIASHITIDIANDELIYI,YIBANDOUCAIQUBUDAZHEDECELVE,KUCUNHENNANXIAOHUA。”

YEYOUYIXIESHENZHENFUZHUANGPINPAIZHENGZAIJIJITANSUOXIANSHANGXIAOSHOUMOSHI。WEIBIMIANCHONGJISHITIDIANYEJI,DADUOCAIQUXIANSHANG、XIANXIABUTONGKUANDEXIAOSHOUCELVE。

SHANGSHIFUZHUANGQIYEGELISI2011NIANKAISHIJINXINGHULIANWANGXIAOSHOU,2013NIANGELISITUICHUXIANSHANGNVZHUANGPINPAIWEISONG(WITH SONG)。2016NIAN,GELISISHIXIANYINGYESHOURU11.32YIYUAN,DANWANGLUOXIAOSHOUJINEJIN7362WANYUAN,ZHANZHUYINGYEWUSHOURUDEBIZHONGJINWEI6.88%。WEILEQIANGHUAWANGLUOYUNYINGDENENGLI,GELISI2016NIANCHIZI2.78YIYUANSHOUGOULEZHUANZHUYUZHONGGAODUANGUOJISHISHANGPINPAIDIANZISHANGWUYEWUDEBAIQIUDIANSHANGDE75%GUQUAN。

天天中彩票 YINGER2010NIANKAISHIJINZHUTIANMAO,QIXIADEYINER(YINER)、ENSHANG(INSUN)、SHIPIAN(PSALTER)、GEZHONGGE(Song of Song)、AOLIJIADUO(OBBLIGATO)HESHIERLAN(XIIBASKET)LIUGEPINPAIZAI2016NIAN“SHUANG11”DANGTIANSHIXIANLEJIN2YIYUANDEXIANSHANGXIAOSHOUE,TONGYANGCAIQULESHANGCHANGTONGKUANBUDAZHEDEJIAGECELVE。

天天中彩票 “HULIANWANGSICHAOXIA,RUHESHIYINGDIANSHANGTIAOZHAN,SHISHENZHENFUZHUANGYEJINNIANLAIMIANDUIDEXINKETI。”SHENYONGFANGSHUO:“RUGUOMEIYOUWANCHENGHAOZHEYIZHUANXING,NEIMESHENZHENFUZHUANGYEKENENGHUIZOUXIAPOLU。”

 

 
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