He Jun: Let's Talk About The Way Of Single Product.

China is a large garment country. Clothing enterprise Numerous industry prospects are very impressive. The entire clothing industry has been advocating being bigger and stronger, claiming to be a first-class brand in the domestic and industrial sectors. However, there are several first, several first class. Facts have proved that thunder and heavy rain are small. The list of top 500 enterprises in China's list of clothing industry is limited. Are these entry companies really winning by the apparel industry chain? Why? The clothing industry is extensive economy, fierce competition, the overall level of technology content is not high. Under such circumstances, small and medium-sized enterprises can only start by relying on single products, rely on project development, and rely on opportunities to survive. When capital is abundant and the team is growing slightly, they begin to think in a freakish way. The boss's mind is beginning to heat up, setting lofty aspirations, diversifying, multi brand management, cross industry operation, and making bigger and stronger enterprises, claiming to be the first brand in the domestic industry.

clothing Single brand What is the direction of going forward, whether to go forward or to the left, to the right, to develop horizontally or vertically? This problem has made many single product enterprises very puzzled, to the left, to develop more brands, to develop more comprehensive brands on the right, to develop diversified brands, to diversify, and to brand alliances. If it is not solved, enterprises will be stagnant. Once the sides are wrong, enterprises will face the test of life and death. At this juncture of strategic transformation, I believe that enterprises should continue to boldly move forward and take their own road and take the professional brand road:

First, clear orientation and perseverance. The direction is not afraid of the distance. Now that we have chosen to make a single product enterprise, we should be pragmatic and open up on the road of single product. In the strategic direction, we must not change the schedule. Halfway diversions will only lead us to lose our way. Many enterprises are still going forward in the direction of losing their way and running on the market with the idea of all roads leading to Rome.

Second. Location Accurate and targeted. The story of "well digging and drinking" is known to everyone. As long as there is water in a place, there must be market share in the industry. The key is that enterprises know exactly where to dig to find the source of wealth. What is the image of the market in the first tier, second tier or three tier markets? What is the image of the market? What is the price positioning? What is the high-grade, middle or low grade? What is it conveying to consumers? Now the division of labor in the industrial chain is becoming more and more detailed, the competition is becoming more and more intense, and the potential competitors are more and more, and the alternatives are more and more attractive. When a single product chooses a direction, it must proceed from reality, do a good job of market analysis and know where it is located.

Third, fixed point is correct, dedicated to achieve professional. To withstand the baptism of the market and the impact of the brand, enterprises must set a good point and play a correct role in the market. If an enterprise wants to win the market, it will have to have a competitive advantage. Where does the competitiveness come from? Some people think that it is technology, channels or talents. I think it is dedicated and professional, so it will improve because it is dedicated, so it will strive for excellence. Therefore, the brand can focus on the professional profession to ensure the smooth extension of the product line, and the width and depth of the product line will develop rapidly and develop in the direction of serialization. For example, "Bestn has been making pants for 30 years" and "30 years" has been fully embodied in the brand's dedication and professionality, which gives consumers a deep impression.

In short, small and medium-sized enterprises in the initial stage of growth, recognize their strengths and core competitiveness, and strive to create a new way out in single product management, and let others talk about their own way.