The United States to break through the apparel industry predicament

Zhou Chengian, chairman of the United States clothing (market, interrogation), and find the feeling of entrepreneurship may be his most recent achievements. September 20, 2013, the United States is located in Hangzhou Yan ' an (Yanqing shop), a total area of more than 4800 square meters of the total height of 5 floors of the flagship store reload set sail. Zhou Chengian in person, was asked to face the clothing industry predicament, the United States how to break through, Zhou Chengian juchongruoqing: "Entrepreneurs need to awaken their own entrepreneurial spirit to adhere to, the second to return to me, focus on their familiar with the professional things, with the global vision, with the internet perspective of continuous innovation, deep plowing, At the same time bear the corresponding social responsibility, this is my personal adherence to a kind of values and ideas.　　"Financial profit treasure, the current savings rate to raise 1000% new stores become a breakthrough?" Yanqing, the United States, Granville, Hangzhou, September 20 Opening day. Early in the morning, Hangzhou consumers lined up in front of the shop, waiting for the grand opening of the Yanqing store in Hangzhou, the United States. This move, but also from the side to prove that the President of the United States Zhou Chengian in the apparel industry in the face of the unprecedented downturn in the retail market in 2013, the commercial logic of the overall upgrade of the shop is completely successful, the United States in the new image, new products, the positive performance, Also fully reflects its market insight and rapid response capabilities.　　In fact, the Hangzhou shop on the day of the queue until the night closed the store, the store's sales also achieved a significant increase in the success of the year. Hangzhou Yanqing Shop is not far from the West Lake, has now played a "central station" concept of clothing stores: The shop hollow dozen caused "waiting room", high transparent and open; fitting rooms can be imagined as "train carriages", with a sense of privacy of travel; Local space is made into a luggage room, stacked with vintage suitcases waiting to be picked up, The corridor and elevators use a steel frame, and some decorative bulb lights, people can not help but think of rails and platforms. Designed to fully retain the original open space and building materials elements, with "bricks, iron, wood" as the core design of building materials, as well as the decorative miner's lamp and other details, reflecting the loft of the free cool feeling.　　Zhou Chengian laughs that the "Central station" concept shop originated from his memories of youth, not far away has been demolished old Hangzhou railway station was his entrepreneurial period when the newspaper spent the long night place. "Brand is no longer a costume symbol, but a lifestyle symbol." In the shop, Zhou Chengian, "every place has to arouse local culture, emotional identity of life scenes, each shop has its own story, the next 12 months we will launch in the country such a shop more than 100, Within three years the country's stores will gradually be built with new concepts.　　"This" one-shop story, a city of a culture "shop display concept, has been in Xiamen, Chengdu has been successful, following the Xiamen Zhonghua City store Strong Minnan amorous feelings, Chengdu Universal Center shop Courtyard Deep Alley, to Hangzhou old station nostalgic sentiment, consumers have to a large increase in sales data to respond. will be the leading market of Chinese brands in three yearsField "Beautiful unique in the Yang, Yang State of Granville, the Granville", it is said that this is the company's vision set up in the "Make the World Tailor," the United States to their brand meaning of the official interpretation. Let each region of the cultural scene with the United States and the state of the national brand deep emotional interwoven blooming, is "beautiful unique in the company, Yang State Granville" This brand spirit of the present. According to American insiders, the United States in three years will be in the hope that the rich Chinese culture of products, representing the Chinese way of life Experience shop to Oxford Street in London, the French Champs-Elysees, Tokyo, Ginza, the United States Fifth Avenue.　　It seems that the United States has been fully prepared for the "Yang". "At present, European and American popular clothing brands dominate the Chinese market phenomenon of up to 2, 3 years, the future must be Asia's brand-led global competition, 3 years later it must be China's brand-dominated China's market, but also believe that in the next 10 years, the global popular apparel brand market will be the Chinese brand and Asian national brand to dominate the market ”。　　Zhou Chengian to the market as a judgment. In the face of the 2013 apparel industry retail market downturn unprecedented, Mattel started starting from 2012. Corresponding strategy: One year to face the pressure from all sides, misreading and guessing has been silent, hardships, and gradually completed from the organizational change, supply chain optimization, product innovation and the renovation of the experience of the shop and so on a series of changes　　In the autumn, after the introduction of new technology materials products-"new energy technology Velvet", and in 30 days in a row throughout the country launched 6 new concept experience shop. "Over the past year, the Mattel team has constantly awakened itself, return to this I, focus on the garment industry, and gradually completed the process of innovation and transformation, and constantly learn the world's advanced refined management and international brand management experience, the collection of resource advantages for the industry to seek breakthroughs, along with the Chinese people in the culture of more self-confidence, We are more convinced that the goal of becoming a global tailor is getting closer. "This year's Chinese apparel (market, interrogation) retail industry a downturn in the new image of the United States, the latest products on the positive performance, fully embodies its insight into the market and rapid response."　　At the same time, the positive energy of the upward breakthrough not only brings new hope for the future of the United States, but also brings new thinking and new value to the pessimistic status quo of Chinese traditional retailing industry. "At present, the apparel retail industry is only the initial stage, before the Chinese brand experience is the rapid growth of quantitative changes in the process, now is just the stage of qualitative change." Zhou Chengian said.