How Hard Is The Road To Non Branding? Losing Money Is Also A Big Deal.

According to the industry department, in 2007, there were more than 10 thousand registered brands and more than 100 thousand registered enterprises in the field of clothing only 35 years ago.

Although, in terms of quantity, most enterprises still have no hands.

In fact, every brand is a new life at the beginning of its creation. The process of nurture this life is a selfless effort.

And there is no shortcut to brand growth.

More brands, after the registration of trademarks, are easy to derail in the course of operation, such as unauthorized changes in business positioning, no longer willing to invest in innovation costs, marketing at a discount, no insisting on the cost of raw materials, and lack of cultural ideas in management.

Gradually moving towards a more difficult road of non branding.

There is one.

Although for today's local clothing market, this is an era of brand name.

However, the rich people from south to Humen and the five love from north to Shenyang have never seen the crowds picking up the crowd.

This is full of all kinds of fronts of local garment processing enterprises.

Due to the impact of the financial crisis between 2008 and 2009, consumers of high-end brand clothing began to shift to the fast selling brands and wholesale market goods. Taking advantage of this opportunity, the booming processing enterprises supplying online clothing stores were finally in the same boat.

"Recently, I was very busy. I ended up with the last payment."

In the wholesale clothing market of Beijing zoo, Mr. Chen, who was slightly overweight with glasses, moved a bag of bulging bags into his own pavement.

It was a hot morning, and before 9 o'clock he was sweating and panting.

"Sorry, we have no arrears in our small business."

Mr. Chen hung up some wrinkled and unironed men's suits, and then said to a face customer, "several pieces are the same price, 58 yuan each, which is the same price."

The pick-up girl left her mouth and walked away from the pavement.

Then there were several people. Mr. Chen was like a bear in the winter.

It was not until Hao Hao entered the shop that Mr. Chen's eyes gave off a warm glow.

However, ah Hao brings good news and brings bad news.

The good news is that ah Hao asked for a 58 yuan suit, three styles, 4 models each, 100 pieces each.

In this way, Mr. Chen had a small 70 thousand yuan of income; the bad news is that Hao only brought 50 thousand yuan in cash.

Mr. Chen hesitated for a second and said, "it's okay. Take it. Bring it back next time."

Such an unknown pavement, as long as there are so 35 ho Ge can turn the cash flow.

Mr. Chen is a shrewd businessman. In these seemingly tattered men's suits, he has no lining, no lining, no pushing back and scalding. When he left the factory in Guangdong, it was 28 yuan. He was picked up from the Liuhua market in Guangzhou and loaded onto the train to move back to his own pavement. One piece went up by 30 yuan.

Like Mr. Chen, a wholesale trader in circulation trade has no brand in his hand, and the shop name has no brand, and he himself has no name.

Depending on the business of some online shopkeepers who come and pick up goods and the owner of the shop, there are tens of thousands of dollars a month.

"Recently, I was very busy. I ended up with the last payment."

When Mr. Hao packed and struggled to get out of the store, Mr. Chen ordered a sentence.

The reason is that the wages of workers and the cost of fabrics in Guangdong are also rising. The same restocking is not 28 yuan, but 42 yuan.

With the recent increase in the rent of shops, Mr. Chen first asked him for an early payment.

{page_break}

"Earn a lot of money, but don't know how to make a profit."

"My shop name is" so and so "(the interviewee asked to hide the name of the shop). In order to keep the zero difference evaluation record, do you know how I came here this year?

That Hoo brother sucked a mouthful of cigarettes. "I keep 8 hours of personal online customer service every day except for incoming goods."

This Mr. Chen's God of wealth has just passed over thirty years ago and has a taste of the tide.

Taobao has opened shop for 3 years, and the annual income of two hundred thousand Hao Hao has recently had some bumps in sales due to entering Taobao mall.

As for the increasingly sophisticated marketing method of Taobao platform, ah Hao also admitted that he had some difficulties.

The business that looked profitable began to go up and down this year.

"The most important thing is the source of supply.

Of course there are customer service problems, personnel management problems and express pportation problems.

Although it can survive, it also brings me to death every day.

The customer service of 2000 yuan a month is just a student who has just graduated, but also manage to eat and manage.

Ah Ho's pride in front of Mr. Chen returned to his shop and disappeared.

What he most wants to find is a better quality suit, which can not be too expensive. However, such a product has never appeared in the zoo. "The factory price should not exceed 110 yuan, the fabric needs no quality, the craft is not exquisite, so long as it looks fashionable."

My customers are in the three or four tier cities, and I can tell you that some of them are farmers with mud on their feet.

They spend more than 200 yuan on a suit they want.

But recently, the competition in Taobao mall is a bit intense. I have a good supply of goods in my hand.

Otherwise, try your order.

I don't know if there is a man's suit factory.

According to A Hao, it is difficult to find factories with good quality and low processing cost in Beijing.

In Zhejiang and Guangdong, the fair price processing plant has long been wrapped up in big brand orders.

Although their business is still alive, they do not live well.

Speaking of his colleagues' "split up" and "seven grid", he is just like being stimulated. "It's the key to earn so much money, but don't know how to make a profit."

Lowering the factory price or processing cost is a real luxury for AHAO, a brand less shop, because cheap price means the base of the order, which means the term of cooperation, which means business credit. In these respects, Hao is only matched with the grade of Mr. Chen in the zoo.

And Hao brother asked around until he found Lee (a pseudonym).

"Armani orders, even if the loss is worth."

In 2011, everything seemed to be settled. Everything seemed to be waiting for new opportunities.

Li has already run a factory in Baodi, Tianjin for a year.

Prior to that, he was the chief "scissors" in Beijing's famous men's wear brand. He was praised by many European craftsmen for sewing the European classic buttonhole.

Ah Hao drove his car and came to Li's office after a friend's introduction. He excitedly introduced his Taobao shop.

And told Li that he wanted the price of a man's suit of 150 yuan for factory fee, and I didn't know if there was any intention of cooperation.

He also made a high-profile introduction to Mr. Li that he wanted to be the leader of the male suit in the field of Electronic Commerce: "who says that suits can not be sold online, and we have sold twenty thousand styles of explosive products."

Li always said, "the lowest price of my suit is 450 yuan or more.

Our position is to make a more sophisticated suit.

Many jobs are also well tailored for men's clothing.

They sell a suit of 8000 to 10000 yuan, and we have 1000 yuan for them.

But I really don't want to be your suit! "

A few rounds of docking, ah Hao also found himself in the wrong way.

Go back to your friend and say, "the threshold of the factory you introduced to me is too high."

"No, half a year ago, Li also told buyers of the European Armani brand that a factory outfit cost only 150 yuan."

The referee was puzzled by his doubts, so he made a phone call to Lee.

Li then confided the truth: "as long as you can take orders from Armani brand, it is worth losing money.

So, to Armani brand buyer, my price is 150 yuan per set, my factory is small, can not take a large number of orders, but Armani's leisure line suit technology is not so complicated, a set of factory labor cost is also 300 yuan, give him 150 yuan.

When signing the bill, it will cost about 100 yuan for each item, which will make the influence of our factory bigger. At that time, every brand will be received.

"I failed because of my ease."

There is a loss making factory, there is a loss making shop.

Xiao Wu (a pseudonym), located in the Hotel Kunlun boutique market, finally closed two months ago.

It is said that the most important problem is not the supply of goods, but the consumer's awareness of consumption is becoming more and more branding.

There are two ways of branding consumer awareness: first of all, those big brand goods that were originally taken in Shenzhen suddenly moved away in their boutiques. According to the introduction, this is related to the management of entertainment establishments around them; secondly, people prefer to buy clothes and clothing in normal channels, and do not want to spend in obscure shops.

So, Xiao Wu decided not to go any harder, or to find a suitable job.

The store, which opened for nearly 5 years, finally died at the end of 2011, bringing Xiao Wu's boundless regret: "5 years ago, I registered a brand and registered the company.

At that time, some of them were lazy and felt that they really invested too much money and energy in brand operation.

If you want to pay taxes, you have to have a proper financial company to manage your accounts. You must have your own special products. You must have a unique design position and have your own special customer groups. This is a very troublesome thing.

After a few years of laziness, a good design studio was opened to two dealers.

Imagine 5 years ago, Xiao Wu had been aggressive. The design of the living room was designed, and the clothes hung in the shop were all designed by oneself. Fashion clothes hung on their own brand tag.

"At that time, money earned was very difficult.

However, a single single has never been sloppy.

Every little skirt I design sells for 1500 to 3000 yuan, with fixed customers.

The profit is considerable, but it is just too hard.

I went to Shenzhen to buy goods just to make up some matching products. But in 2009, I didn't insist on that. I didn't have to design and develop my own products that year.

Xiao Wu reviewed the way of entrepreneurship in the past five years. "Now designers who shop at about the same time have opened second stores. I know they have their hardships, but they insist on their beliefs, so they can still live, but I have failed because of their comfort."