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Children'S Clothing Industry Has "Rules".

2010/6/28 8:05:00 35

The competition of children's clothing industry has its own game.

rule

。

Luo Jianfan said that the biggest challenge for new entrants is not brand, not capital, not the number of stores, but the grasp of the trend of children's clothing industry.

As a new person, at the beginning of the entry, enterprises should first consider whether they have the corresponding resources, such as children's clothing R & D resources, market resources, human resources, financial strength and so on.

Secondly, though

Children's wear

Entry threshold is relatively low, but its brand operation is actually more complex than any other clothing category, and its return may not be as impressive as other clothing categories.

Then, how big is the market risk tolerance? Such as brand promotion cost, brand building time, market development pressure, supply chain and capital chain pressure, stock pressure and pressure from competitive brand and market, etc., is there enough capacity to bear?

Again,

chain

Business is a package project. Is the Company aware of it? If franchising is adopted, how will it cooperate with franchisees? These are the issues to be considered before.

Perhaps enterprises have made clothes and made brands, but have they done Market Research on children's clothing, children's wear brand, children's wear market and children's clothing consumers? No matter how successful the enterprise has been, children's wear brand management has its particularity, and children's consumption has its complexity.

We can see that this round of children's clothing entrants, most of which have their brilliant, their normal thinking is to consolidate the original business or the original industry, and develop children's wear brands on this basis.

However, it should be noted that the attention or input to the new and old businesses, the balance between the new and old personnel and the expected return on investment in the new and old businesses will become the key to promoting or restricting the smooth development of the new project.

If the new project fails to make profits like old projects in a certain period of time, can the enterprise stick to it?

At the same time, the reason why new projects are new is that they are completely unfamiliar or partly unfamiliar to enterprises.

If there is not enough market knowledge accumulation and research, lack of common knowledge of the brand, no relevant knowledge gives the criteria of judgment and selection. When facing professional advice, the decisions of enterprises will be out of tune.

If decision-makers do not have the relevant knowledge, do not respect the objective rules of the market and industry, but rather take their own preferences, then they will also take a detour.

So, including the decision-making level, before and after entering the new business, the company should prepare well for the new business and should continue.

In fact, making children's clothing is far from being a professional professional manager or project leader. It also includes matching new mechanisms and new team building, market research, professional knowledge, effective information channels, communication channels and the matching standards and decision-making level.

Finally, children's clothing brand building can not be achieved overnight, and may encounter various problems or crises in the course of operation.

And whether these enterprises can withstand these problems and crises, enterprises must provide enough confidence and guarantee for the operation team, joining customers, suppliers and target consumers.