The Dispute Of The Survival Path Of Chinese Enterprises And Clothing: Is There Fashionable Money?

Just over half of this year, H's 2011 spring fashion new interior assembly will be on the table. Not long ago, in the two floor office of the enterprise located in Jianghan Economic Development Zone, the author witnessed an internal argument at the assembly meeting.

When the design director took a new design positioning map to introduce to you "this is the latest fashion element and style", the Minister of production suddenly broke out: "the style design is too much, it is not good to sell all waste. This year, our company has over 20 thousand summer storage stocks, and the pressure is very heavy. You should design less and sell several popular models. " Everyone fell silent for a moment.

　　 Han style clothing In the show

A few minutes later, C, the 32 year old general manager, stood up and calmly said, "selling a few popular money to earn money is a practice of Han enterprises in the past. What we are going to do now is clothing brand. How many brands can support a brand?" around the 20 thousand stocks, one should be "less money" and one should be "diversified".

20 thousand pieces Clothing inventory Where did it come from?

H is a company famous for its sales of cotton clothes. The company did wholesale business in Hanzheng Street in the early years. As with other garment enterprises in Hanzheng Street, its early design ability was insufficient, and sales mainly depended on "small profits but quick turnover". After the garments are finished, expand sales through the next tier agents. Since 2005, the company has been determined to make the order brand clothing. According to Li Qunbao, Secretary General of the Wuhan clothing trade association, this means that enterprises must be reborn from production to marketing.

First of all, "design power" has become a short board to make up for the company. To this end, the company established its own R & D center in the forefront of Beijing, Guangzhou and other trends, and built its own design competitiveness. Secondly, in marketing, enterprises are beginning to shift from "distribution" to "order". It is understood that the way of "distribution" is mostly used for brand immature period, and the sales of garment enterprises rely on this to expand sales terminals. But during this period, if the style is not popular, the return rate of intermediate dealers will reach 60%-80%. Once the brand is built, the amount of design will increase, and the enterprises will disperse the risks and sell through the order.

However, good design is not always achieved, nor can every guarantee be sold well. It is understood that the company produced a total of 110 summer funds, of which there are more than a dozen best-selling funds, "the selling rate is generally high, so the clothing return to the warehouse rate is high, 20 thousand stocks from this." C manager said frankly, "although inventory is normal, it shows that there is room for improvement in our design." However, he said: "this will not change our determination to take the road of brand."

The struggle for survival path around "design"

As we all know, the Han style clothing that swept the country in the last century was later relegated to the second line. Plagiarism "Is a major cause. Nowadays, the Chinese enterprises that have learned from each other's pain will attach importance to "design" to the height of the core competitiveness of enterprises. Reporters interviewed from the previous ten clothing enterprises found that many of the clothing companies in Shanghai and Guangdong sampling. Design professionals with overseas vision have gradually settled in Wuhan and generally enjoy high salaries. It is understood that the average running volume of clothing in Hanzheng Street is only a few yuan to more than ten yuan, while the profit of entering into the mall can reach 30% at least.

However, problems also arise. At present, some Han enterprises are in the initial stage of "brand" creation, and their own sales channels and terminal stores have not been established. Therefore, "on the one hand, the enterprises have implemented a lot of design to support brand operation. On the one hand, if the design is not popular, the inventory will increase, and the chain of capital will be affected," one industry insider said. In this regard, Li Qunbao, Secretary General of the clothing trade association of Wuhan, said: "in this respect, enterprises need to improve their design ability, design products can be sold, and on the other hand, enterprises must improve their sales channels and terminals."

It is understood that H enterprises plan to open more than 10 direct stores this year, and more than 100 franchisees are also in the process of raising. C manager said, "if you want to make a brand, how can you only put two or three popular styles in the brand store? Moreover, the exhibition of the shop is also very important. The color and style are not series, so how can we attract customers?"

Li Qunbao believes that design and marketing is the two leg of building a brand, and it can not be neglected. Otherwise, the product of design can always lie in a warehouse instead of a commodity.