Textile And Garment Enterprises: Pformation Or Not Pformation, This Is A Problem.

For a long time, Chinese clothing

Affected by the financial crisis, China's clothing exports have dropped sharply since 2008.

As far as Nanjing is concerned, Nanjing's foreign trade began to decline rapidly since the end of 2009.

Nanjing's total imports and exports in 2009

As a result, more and more enterprises set their sights on the domestic market.

For China's apparel industry, export to domestic sales has become an important way to understand the excess capacity of foreign trade enterprises.

The sharp reduction in export orders has accelerated the pace of opening up the domestic market by these foreign trade enterprises again.

They have huge capacity advantages, reliable quality and technological assurance, and many enterprises also have strong financial strength.

However, behind this seemingly prosperity, there is also the hardship of enterprises.

Although the domestic clothing consumption market is huge, this is not huge.

The intensity of domestic brand competition is obvious to all. In reality, most textile and clothing brands are in a state of obscurity. They are even struggling to survive.

Moreover, with the domestic

The domestic market space is becoming more and more limited, and the export enterprises that are attacking the domestic market will not be able to reach the expected cake.

Wang Qian analysis, editor in chief of China's first textile network, has slowed down in the context of the global economic slowdown. The growth of China's economy and domestic demand is bound to slow down. Clothing is a selective consumption. The decline in consumer confidence will inevitably affect future spending on clothing.

"Domestic sale" looks beautiful, but it is difficult.

Does pformation mean that there is no hope at all? The answer is No.

Just now, enterprises that need pformation should not be deceived by false appearances, resist temptation and distinguish pie and trap.

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In fact, the main problem facing foreign trade enterprises in opening up the domestic market is to pform the resource advantages of enterprises into domestic sales advantages, thereby creating the competitiveness of the domestic market.

For most enterprises, especially those in strong pformation, it is necessary to achieve three changes in order to pform the advantages of enterprise resources into domestic sales advantages.

The first is the pformation from brand manufacturers to brand operators, from "made in China" to "created in China".

In the export mode, enterprises are brand manufacturers. They do the order production and service according to the existing brand requirements. They act as "behind the scenes heroes" of international brands. Under the domestic marketing mode, enterprises are brand operators, and "behind the scenes heroes" must go to the stage. They need to have their own brands and markets, and need to build their own brand system from scratch.

At this point, the domestic "Zhang Xiaoquan" model is worth our reference.

At the same time, we can also see that in the past ten years, various industries in China have built their brand influence in the market in this way.

From the original cosmetics, clothing, leather shoes, sports shoes industry brand franchise, to today's Watsons, Zhou black duck, guests.

What you can see is the result of the blooming of the operation mode of chain stores in various industries.

The second is the change from product orientation to market orientation.

No enterprise can ignore the market and survive.

The so-called "market oriented" is to keep pace with market pulse, adjust production trends, optimize resource allocation, and gain the initiative of domestic market competition from within the enterprise.

The third is the pformation from B2B to B2C mode.

Under the B2B mode, the demand of the enterprise will jump over the terminal consumers directly facing the foreign brand enterprises, and the enterprises will produce and supply according to the simple process.

Once we turn to the B2C mode, without the orders of customers, enterprises need to face the end consumers directly. Due to the lack of real understanding of consumers, we can not find ways and means to meet the needs of consumers in a short time, so they are prone to confusion and hesitation.

Long way to go, textile and garment enterprises will go up and down.

Foreign trade to domestic sales is a new war in the face of new battlefields. In order to achieve pformation, enterprises should not only have the preparation for a protracted war, but also have tolerance.

The future is bright, but the road is hard.