Textile And Garment Enterprises: Transformation From Service Drive To Value Creation

Since 2012, the transformation of growth mode, upgrading of product value and innovation of services have become the consensus of many enterprises. clothing The era of transformation from service driven to value creation has arrived. This requires enterprises to further study the change of consumer demand and study the connotation of consumers' expectation of high quality life, so as to adapt to the diversification of the market and create an enterprise and service brand with full service chain and whole process service, deepen and extend service, create new value growth points, and enhance brand value.

　　 High quality service to create brand reputation

Many times the white collar brand, which has won the annual brand award in China, has successfully interpreted the meaning of service for the brand. "White collar service" not only brings real marketing performance to white collar brands, but also brings lasting influence and reputation to the brand, and has always promoted the development of white-collar workers in the forefront of the same industry. In the clothing industry, white-collar workers, like flags and flags, stand out with their strong brand charisma and core values.

Yang Jing, deputy general manager of white collar brand, said that nowadays, a large number of international brands are pouring into the Chinese market. Clothing market The competition in China is becoming more and more serious. China's independent brands have been hit in the market. Changes in the two international and domestic markets and the changes in the industry itself have made it necessary for the apparel industry to change the way of growth through brand building. In the highly competitive retail industry, white-collar workers have been committed to providing fashion services for the pursuit of happy and elegant women. The ultimate pursuit of service quality has become an important part of corporate culture.

White collar brand has a unique "customer satisfaction system". The service concept of white-collar workers is that serving others is a noble and great thing; the service characteristics are: gentlemen serving and guiding the new service fashion; the service criterion is: "quasi six star service" reflects the life style of white-collar workers; the service theory is that customer satisfaction is the life of an enterprise. Under the guidance of this system, the white-collar terminal stores strive to provide customers with luxurious and ultimate humanized value-added services. Such as providing exclusive housekeeping services to customers, including life-long free maintenance service for white collar clothing, exclusive personal dress consultancy service, VIP fitting room service, cocktail party service, visual meal service, VIP delivery service, child toy service, private visitor service, etc.

Yang Jing stressed that the domestic market demand has been different from the past. Consumers are pursuing the design, function, health, service and high quality lifestyle, paying more attention to the comfort and perfect experience of shopping. Consumers not only value the clothing products purchased, but also value the services provided by the brand. Therefore, perfect service standards can ensure high quality service, greatly improve customer satisfaction, win customer loyalty and reputation, high standard gentleman service is more conducive to establish an honorable and elegant brand image.

For a long time, in white-collar, service not only happens in terminal stores, but also extends beyond stores. While taking the customer as the center and finding the potential demand of customers, white-collar workers have built an effective and scientific service operation system based on the full service chain and the whole process service. By providing customers with more rewarding consumption experience, they have established the reputation and image of the service brand. In order to create a symbol of service spirit, white-collar workers spare no effort.

　　 Innovative services to enhance brand value

Service is "activities, interests and satisfactions" sold together with products. The construction of service enterprises has become a new trend of future development. Service is an inevitable choice to increase added value of products and realize brand differentiated operation. As the leading brand of Chinese men's wear, as early as 2004, the group began to try and develop new service items to meet the different needs of customers. Such as private tailor-made, senior customers lifelong designer tracking service, club style VIP management.

As the brand of the first China annual brand innovation award, Yi Wen has always been in the forefront of China's men's wear brand in terms of innovative services. In Yiwen, there are a group of special identities of housekeepers, who constitute the core of the industry is the creation of professional private dress housekeeper concept customer department, for VIP guests to provide unique "Seven Star exclusive services". The service of the housekeeping department made the chairman Xia Hua firmly believe that it is logical for Yi Wen to come to this day, and it also made the customers feel comfortable to buy the clothes of Yi Wen. "China's advanced customization, I call him" advanced service customization, "Xia said. This is the service jointly completed by the Ewing housekeeping department and the designers. On the annual exclusive membership day, housekeepers will provide special membership services, such as special discount cards, exclusive salon members, etc.

Today, the Ewing stewardship has realized the desire of more than 100 members. With the help of housekeeper service, Yi Wen drew the distance between customers and enterprises. Yi Wen has always insisted that the terminal store become a consumer experience center, making this new experience a consultant for consumers' clothing collocation, getting all kinds of knowledge from here, and even trying to make them play a "game sense" here. At the Notting Hill brand store under the banner of Yiwen, the nottingshan professional wear advisory group was founded, which was composed of rigorous fashion and rigorous training. They brought the latest international trend information and professional fashion matching services to customers.

In the view of Xia Hua, future service should focus on customer experience, and service is actually an experiential communication. This service pays more attention to customer experience and takes customer's word of mouth as a way of communication. Just like Ewing's housekeeping service, the core content is not volume customization, but thinking of service mode from the perspective of guests. In every space that customers need, set the service location according to the convenience of customers and set them according to customers' preferences. Dress matching According to the customer's timetable, we should judge whether we should maintain or save management. We should understand the professional background and cultural background of customers, their inner needs and aesthetic interests, and then serve them accurately. This is the highest level of service experience and the future development trend of services.

The famous hairdressing brand popular fashion with free hair service has conquered a fashion empire. According to Yu Dejian, director of the popular beauty company, from 1998 to 2012, the popular beauty used hairpins for free service in any chain store in the country. Nowadays, the popularity of beauty has expanded this service, not only for free, but also for modeling and makeup. In the past ten years, the sword has finally become a leading edge. Popular beauty has now formed a large-scale chain industry integrating hair ornaments, cosmetics, hair products, production, logistics, marketing and after-sale services.

Facts have proved that with the unique experience marketing mode of "product + service", the development of popular beauty has begun to enter the fast lane. Nowadays, there are nearly 3000 stores in China, and the social retail sales exceed one billion. With the arrival of the wave of global integration, pop beauty is developing and innovating and creating first-class services. It is determined that all the ladies in the world can experience the beauty and happiness brought by pop beauty.

The interpretation of service success by white-collar, Yi Wen and pop beauty shows that service has become a key element in shaping brand image and enhancing brand value. Service highlights the culture of the brand, embodies the spirit of customer centered, and the service that represents brand characteristics is an important way to achieve differentiated operation.