[Net Special Edition] He Jun: What Will China'S Pants Industry Do Tomorrow?

A few days ago, I wrote an article on the status quo of the Chinese trousers industry. Since the publication of the major garment media and network, many trousers industry brand executives and professional managers have sent me letters and messages on the Internet. Most of them want to know more about the future direction of the Chinese trousers industry and how the future operation mode will be similar. These problems are very complicated and tangled. I have also thought about this for a long time.

First, the analysis of the life cycle of trousers industry: the current Chinese trousers industry brands are mostly in the three stages of initial start-up period, development expansion stage and high-speed development stage, and a few individual brands are in the mature stage. By analyzing the focus of the founders or teams, the trousers industry brand in the initial start-up period finds the opportunity to segment the market, develops corresponding products and solutions, and gets the first pot of gold. The product and service are the most important at this stage. The failure of start-ups is often the loss of superiority in products and services. The development of the trousers industry brand has initially established its market position through the accurate analysis and operation of the market, the continuous improvement of products and services. Through various market means, Market segmentation Become a leader and get the excess profits of the brand. At this stage, market control is the most important. The failure of enterprises is often a result of market misjudgement or because of the influence of the economic cycle. It has failed to expand the market scale or the strong market can not defeat the opponent, fierce competition leads to a continuous decline in profits, and enterprises lose the power of development. The brand of trousers industry in the period of rapid development: enterprises become leaders of market segments, and many lucky companies have been able to go public, raise more funds and become more powerful; however, a series of problems, such as big business diseases, bureaucracy and entrepreneurial elders, are beginning to appear. For example, gross profit margins continue to decline, excellent talents can not fall to the ground, core brain drain, confusion in management leads to high costs, foreign enterprises lose market competitiveness, and internal consumption increases, resulting in fragmentation. At this stage, management will become the most important.

Two, the Scientific Outlook on Development analysis of trousers industry brand: first, the trousers industry brand should grasp and follow the basic laws of enterprise development; such as the law of capital socialization, the regularities of organization form, the rule of expert management, and the law of market internationalization. Secondly, to understand the development path of trousers industry brand, most enterprises experience several links: enterprise centralization process, decentralization process, large and medium sized enterprises coexist, and enterprise group process; at the same time, scientific development countermeasures are formulated in the process of development. Small and medium enterprises improve their macro guidance system and independence. Autonomous operation Knowledge management intensification, service differentiation, forming specialization and scale economy, adopt various development strategies, such as single product strategy, combination strategy, participation in enterprise alliance, enterprise group serialization and integration of small and medium-sized enterprises. Large enterprises analyze the industry location, the life cycle of the industry and the life cycle of the enterprise, determine the basic trend of the enterprise, realize the transformation of corporate form in 3-5 years, improve the corporate governance structure, become the main body of investment and a fair tax rate, and encourage enterprises to cross industry, cross regional and cross-border operations.

Three, the future development of trousers industry brand development: the future brand development of trousers industry is the development of individuality, the competition of brand is the competition of culture, and culture is the economy of tomorrow. To develop the future, we must carefully consider three factors: choose the direction of growth, control the speed of growth, and coordinate the driving force of growth. Dare to face the future environmental changes: such as the internationalization of enterprises; the transformation of industrial structure; the problem of informatization; the environmental problems in the enterprise ecosystem; the transformation of the state management system; the main direction of the future: the development of modern enterprises to joint large enterprises; and the development of transnational corporations towards maturity and sophistication.

In short, China Trousers industry The development trend of trousers industry is very good. The direction of future development will be clear. We hope that the Chinese trousers industry brand cluster can establish a unified image of Chinese trousers industry, lead the trousers industry to get out of the predicament, and innovate the new mode of trousers industry alone.