"New Enclosure Movement" Upgrading The Operation System Of Shoes And Clothing Enterprises

On the surface, some enterprises may think that the core of the "new enclosure movement" is still in the two words of "enclosure". It is nothing more than a way to expand shops. There is nothing special about innovation. In fact, this is totally a misunderstanding. The new enclosure movement is actually an intuitive statement, a form of expression, but its real connotation is hidden.

Generally speaking, the new enclosure movement has a great influence on the operation system of shoes and clothing enterprises.

1, the upgrading of the commodity R & D system

In the new enclosure movement mode, the first thing to do is to require shoe companies to upgrade their products R & D system.

The result is that we can not see what the brand style of the whole product is, and how the goods should be displayed in the terminal stores. What kinds of goods should be embodied in different types of shops? These enterprises can not clearly manifest themselves in the stock market. But in the traditional enclosure mode, because the enterprises can not judge whether the products can really meet the needs of the market, they can basically give the goods combination to the agents and retailers, and the enterprises only provide support for the ordering policy, so as to push the agents and retailers to "open more stores" and achieve the improvement of their performance through this simple and extensive way. As we all know, the current level of R & D of Chinese shoe enterprises is still very low. Most enterprises are very lack of independent commodity R & D capability.

With the change of market environment and competition situation, if the enterprise still passively chooses the power of commodity selection to the agent and retailer, instead of initiatively upgrading its strategic and systematic nature in the planning and R & D of products, it will always linger at the low level of brand operation. What is the problem? It seems that this is just the level of the designer of the enterprise, but it reflects the weakness of the domestic shoe enterprises in the whole commodity R & D system. There are a large number of shoe enterprises that are only limited to the concept of design because of their long-term habit of manufacturing, but for a brand operated enterprise, the starting point of product research and development is not from design but brand strategy.

Therefore, in the strategic framework of the new enclosure movement, to effectively implement the "location shop", shoe enterprises must establish a systematic commodity R & D system, and the core is commodity planning.

Factors, which decide that the business plan can not be completed by a department, must be integrated by all relevant departments of the enterprise. Secondly, the essence of the commodity planning is a strategic content, and the designer's function is mainly to design the samples according to the requirements of the specific commodity plan. The thinking characteristics are mainly based on the product design and performance itself, and the overall strategic planning of the commodities and the whole process management should be handled through a specialized commodity management department. This department integrates many functions of the market research experts, brand experts, designers, sales analysis experts, retail experts, supply chain experts, and so on, so as to ensure that the enterprise's commodity operation is in a highly strategic and integrated professional level. First, commodity planning is a very comprehensive activity involving consumers, competitive situation, brand strategy, fashion trend, style and style, fabric composition, color planning, terminal structure, regional distribution, price system and so on.

Under the overall operation of the commodity management department, it can significantly enhance the level of R & D of enterprises, so that dealers and retailers can be provided with a clear combination of brand strategy guidance, and at the same time, they can provide specific business guidance for agents and retailers.

2. Upgrading of agency cooperation

After the upgrading of enterprise's R & D system, the next step is to upgrade the agent cooperation system.

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Under the traditional enclosure mode, shoe enterprises are very dependent on agents. Because of their lack of control over the market and the lack of specialized operation of brands, they can only shift business risk to agents, participate in futures orders through agents, expand the market through agents, and control retailers through agents. Of course, enterprises also naturally reclaim funds through agents.

Under such circumstances, the cooperation between enterprises and agents is basically a policy driven type, that is, enterprises mainly provide sales policies to agents, such as futures orders, funds withdrawal, shop decoration, prop support, replacement and so on, but how to expand the regional market, how the layout of the business circle should be, how the shops should be opened, how the commodities should be assembled, how to carry out the retail and how to implement them should be related to the key issues of the continuous improvement of the brand and performance, and the enterprises are very weak and lack enough professional support.

Therefore, under the traditional enclosure mode, "opening more stores, opening large stores and opening good shops" is often restricted by the degree of cooperation between agents. In reality, we often see the game between agents and enterprises. Because enterprises basically lack professional guidance and requirements, they can only be induced on policy conditions, which naturally causes agents to compete with each other and compete with each other in policies.

At the beginning, a lot of first-line brands came into being through mass media advertising and celebrity spokesperson to form the impact on consumers. In turn, the market expansion was allowed. But now the market environment allows many three or four line brands to do so? How much is the media cost then? How much is it now? How big is the media influence now? How much is it now? You can imagine that in the current complex media environment and the diminishing marginal effect of pmission, the market still wants to reverse the market by the way of the original media. How much does it cost to pay?

Therefore, through the implementation of the new enclosure movement, the enterprises should gradually change the traditional mode of cooperation with agents, and adjust the policy drive into a compound driving force of policy, service and management. From the beginning of commodity mix, we need to provide professional guidance and requirements to regional planning, business layout, shop opening, commodity retailing and so on. In fact, agents also need professional guidance from enterprises, because their business is more and more difficult. They also need to constantly improve the operation level of corporatization. If enterprises can not meet their needs in time, the outcome can only be abandoned by agents or still lingering in endless games.