How Can Underwear Enterprises Find Opportunities For Danger?

Business news November 19th hearing the current global financial turmoil, many enterprises "cold", but at the same time, "wake up" many enterprises.

The voice of industrial upgrading has been very loud in the official media a few years ago. However, most lingerie bosses are just listening to it and have no personal experience of the impact of industrial upgrading on business operations.

Because there is no pressure to survive.

The so-called sense of loss is only relative to the past era of profiteering: in the past, often "eat meat", now eat "vegetarian dishes" began to complain.

Eating more meat is not conducive to the healthy development of enterprises.

This international financial tsunami is disastrous for some enterprises, but for some enterprises, it is a great opportunity.

Dangerous enterprises are mainly characterized by poor brand awareness, confusion in production management, no marketing team, serious fragmentation of capital chain, high dependence on foreign trade, excessive expansion of scale, etc. the opportunity enterprises mainly focus on brand marketing, implementation of lean production, internal management of enterprises, high capital turnover and so on.

Brand is the "coat" of storm resistance, and enterprise management is the body of anti storm.

In the face of storms, the scale of enterprises is not a decisive factor.

Big and bloated businesses are falling faster.

Small and lean enterprises can avoid storms. When the storm is over, they can grow up quickly.

In the storm, the "unstable tree" will surely be blown down. This is the economic law. We need not panic and have no need to lament.

The influence of "cold wave" on underwear industry

"Autumn" has gone, and the "severe winter" is coming.

In the first half of the year, due to tight money and rising costs, it led directly to the shortage of manufacturers' stockings, or the stocking cycle was extended.

Last year's inventory could basically fill the shortage of stocks this year as a result of the larger total inventory of the industry last year.

The "sales policy" for many years will be abolished by most lingerie enterprises, and marketing will return to reason. Manufacturers will increase the construction of Direct stores.

The end of the year is the high incidence of "illness" in enterprises, and half of the underwear enterprises are expected to be shut down.

Yiwu's entertainment establishments are in a sluggish business, Yangcheng Lake hairy crabs are on sale, and the number of exhibitors in the Canton Fair has dropped sharply. These phenomena are "fallen leaves" swept away by the autumn wind before the "cold winter".

In the long run, enterprises will invest more in product development and brand building; production management, designers and senior marketing personnel will be more scarce; consulting and design service companies will have more market; dealers with brand management experience will be more popular.

The narrowing of the profits of the underwear industry has accelerated the weakening of traditional marketing channels objectively, and the new channel mode will gain considerable development (franchised stores and chain stores). The traditional wholesale market has no future. Instead, it will integrate the brand management concepts and methods, such as the Hongqiao market in Nanjing; the market space of the thermal underwear market will shrink rapidly; small businesses will hold together to survive, and the tentacles of the big enterprises will extend to the channels and brands.

All in all, all these phenomena are annotations for the upgrading of underwear industry, and are also inevitable for the development of economic laws.

The financial turmoil has only accelerated the pace of underwear upgrading and accelerated the pace of industry shuffling.

Six strokes to enhance the ability of enterprises to cope with the economic crisis

Underwear enterprises are now turning from "outside" to "inside".

"Outside" has two meanings: one refers to the foreign market; the two refers to the external customers of enterprises.

"Inside" also has two meanings: one is domestic sales; the two is to practice internal strength.

Underwear industry is not a high-tech industry, nor is it a resource monopoly industry. Now the overall profit of the industry is a normal profit. It is the inevitable result of economic development. Do not expect the recurrence of profiteering times.

Profits are thin and enterprises must practice internal strength. Here are some suggestions for underwear manufacturers.

The first is to raise capital turnover and reduce capital demand.

This requires that procurement, production and marketing be highly coordinated and coordinated.

This is a major test of the company's executive ability and leadership.

Second: accurate stock preparation, reduce inventory pressure.

Banks do not give money, upstream suppliers do not default, agents need to shop, in such an environment, the cost of preparing goods is very high.

If the stock is too large and the inventory is too large, the damage will be fatal. But if the stock is short, the market will be lost.

Therefore, we must correctly grasp the market and stock accurately.

Third: change the traditional mode of agency and profit from channel innovation.

Marketing innovation is not only an innovation of sales promotion activities, it is not only an innovation of sales policy and investment form, but also an innovation of brand promotion.

The biggest innovation is the innovation of the profit model.

Now, the profit distribution scheme between manufacturers, agents, distributors or terminal operators is unreasonable, so we need to reconstruct the plan.

Fourth: implement lean production and increase profit in production.

The production and processing of low added value has no room for development, and the development of China's economy will not provide the development environment for such enterprises.

Fifth: attach importance to brand marketing and steadily promote brand.

At this stage, brand promotion must be rational, not impetuous and not empty.

Sixth: invite fewer stars, introduce more talents, and borrow more brain.

The star effect has shrunk dramatically in the wake of the economic crisis. Star Tour is an example of weakening star effect.

Enterprises spend 12 million to ask stars to endorse, it is better to spend 12 million to build a marketing team, or to carry out brand promotion.

(the writer is general manager of Shanghai Rui Business Management Consulting Co., Ltd.)