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If the body weight, it is not as Hailan House, Lee Lang, Septwolves and many other brands; However, in the apparel and textile industry to a gloom in the inventory, its orders from the third quarter of last year after three consecutive quarters to resume good growth . Two months ago, the carpentry, hailed by the industry as a "dark horse," went public in Hong Kong and ultimately raised a net fund of 355 million yuan. "Affected by the environment, the company's sales last year were also affected, but the store did not stop growing while same-store sales kept growing." Carpenter founder Yang Ziming calmly described the status of Carbin. However, this calm behind, as a designer brand Carbin, but with their own practice groping a design and market integration. Marketing and Designer Direct Confrontation Carbine revenue in 2012 was 994 million yuan, accounting for a 2.7% share of the fashion casual menswear market based on retail revenue. This is not listed in the apparel companies, but compared to Chinese designer brands are among the best. Although Yang Zi Ming Group Chairman, but still a chief designer. For more than a decade, he has kept the industry in mind. He pioneered the concept of a "subversive fashion" that has been rooted in Carbin's DNA. "Carbin is a design-oriented business, the core competitiveness of the brand is personalized." Yang Ziming Southern Reporter concluded. There are many Chinese designer brands in the apparel industry, but not many are doing well. "The designer's bottleneck is in understanding the market, and I often encourage marketers and designers to argue." Yang believes that the former looks at the present, the latter looks to the future, and both need to find a point of convergence. Yang Zi-Ming joked: "After the artist's death, his works will rise in price, but the clothes are sold at a discount over the season, so the designers should be close to consumers and the market." "Grounding" is very common in Carbin's design. Yang Ziming pointed at the body suit, the suit version of the narrow, pocket design, he deliberately adjusted. "If you still use the traditional pocket design, the customer's hand is hard to insert in." For more than 4,000 SKUs a year, Cabernets do not amount to more sales. As both the rapid realization of low-cost, but also can achieve high sales, fashion apparel explosion frequently, but Yang Zi-Ming disagree, "You will see DIOR this year, a section of a good sell, continue to produce next year?" Yang Ziming think this is the design The brand should be insisted and expensive. In 2011, Carbene sold its production business and focused on designing R & D and production outsourcing. Yang Ming told Southern Metropolis, the future competition is not the competition between brands, is the supply chain including suppliers, agents competition. "Carbin selected the middle section, does not mean that the upstream and downstream will not be responsible. Clothing fabrics, accessories, the theme is Carbin R & D, fabric washing, printing, etc. will be very clear, and then typeset out." Yang Ziming said. At present, most of O EM's garment enterprises are well-designed, and then to the supplier designated fabric can be purchased. But Carbin's requirements are: How much material to use a dress, with what quality grade accessories, lining material, and even meticulous to a certain part of the design to sew how many needles are required. Carbin post-market design-oriented tend to be more pronounced. It is reported that 40% of its listed fund-raising will be invested in research and development. Fun Big Data In the third quarter of 2013, fourth quarter of 2013 and first quarter of 2014, Carbill orders increased 7%, 26% and 17% respectively. This is the entire garment industry in the current channel are going to stock movement in the context is not easy. "We basically solved the inventory problem." Yang Zi-ming attributes her credit to the 2011 ERP system. Although it is a design-oriented enterprise, Carbin pays much attention to data analysis. "Each of our garments has an original data record that can be monitored at the warehouse, in the store, or at the consumer's hands." However, Yang believes that the ultimate goal of monitoring is not to know how many pieces of stock, but to require multi-dimensional Data to help dealers optimize inventory. "For example, if an agent has 100,000 pieces of stock, this number does not indicate a specific problem, but if 100,000 pieces of stock have 80,000 pieces of jeans, we will adjust the inventory between distributors and try to be effective." Yang Ziming also pointed out , The data can be more detailed, if you can monitor most of these 80,000 jeans blue low-waist section, then they will remind dealers next quarter this type of clothes to reduce the order. "There is a difference between having an ERP system and analyzing data to what extent." Yang Ming-ming pointed out that their analysis of the data is even meticulous to every SKU, each category, each color. "For example, a sweater, what kind of yarn is it made, what type is made, what color is good for the model, we are well aware of it." Yang Ziming said the multi-dimensional data analysis shows that they can present a similar white, Wool, V-neck sweaters is best to sell such valuable data. "I often speak to studio kids and give consumers a reason to buy your designer clothes." In Yang's opinion, it is only by combining design with these clear data that the trend-setting and design are closer consumer. [Third-party review] Cui Hongbo (founder and CEO of Shanghai Zhengshi Brand Management Consultants Co., Ltd.) Cui Hongbo believes that the added value of the factory is very low. Huanpai apparel enterprises generally adopt the mode of light assets and only focus on Front fabrics, models and other research and development, in the downstream with the dealer to do a good job joining management. This model in the industry already have more mature operating experience. Carbine in this model to find their own market segments, these two years in the casual men's category to operate more successful. "Garment industry is a high value-added industry, but the industry's lack of original style." Cui Hongbo pointed out that in this round of industry restructuring in the garment enterprises can successfully transition test is the brand's operational capacity and whether it can form their own Style and fan. In Cui Hongbo's opinion, this kind of competition in the core competitiveness is straightforward is to see who can be closer to consumers, which requires apparel companies must do data analysis, from the historical data to analyze the future of the trend models. [Chinese designer brand survival status] Last year, "exceptional" heat wave, the designer brand more into the industry's attention. However, although many designer brands are very active, most of them are only in their infancy, with less than 30% of them making profits. [The three categories of designer brands] The first is founded around 2000, by a group of "70 after" designer-led original brands, such as Mark's "exception", Wang Yiyang's "natural" and so on, these brands After more than a decade of development, we have found a balance between art and the market. The second is the creation of a group of "post-80s" designers created after 2005, with strong personal conceptions such as "La Vie" by Ji Cheng and "M ay J" by Jiang Ling. However, large-scale commercial operations Not mature. The third category is represented by PR O LIVO N, EnjoyY oung, funded by a mature apparel business local brands, although not a strong designer, but still reflects the design style of the local team.