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The Garment Industry Is Facing The "Darkness" Before Ming Dynasty.

2012/1/7 18:39:00 39

Now the clothing industry is facing a crying curve. Everyone wants to turn it into a smile curve, but the problem is that most enterprises do not know how to pform, or the cost of pformation is too large, so they are on such a day.

China exports about 20000000000 garments a year, which is equivalent to 3 clothes for everyone in the world, but the output value is very low.

added value

High front and rear ends were occupied by foreign enterprises.

The advantage of China's clothing industry is low cost. It can make products very cheaply and sell them at a low price.

The term in marketing is called "Ben Ben Ben".

The problem with this model is that consumers may not buy these cheap things, because in the long run, there is no marketing capability and no brand influence. Relying solely on the product itself is not enough to satisfy consumers.

There are no good-looking, easy to use and cheap things in the world.

IPhone if it is not to adopt a high pricing strategy, it is only cost price plus small profit to sell, can it sustain the sustainable development and innovation of enterprises? I think it can not be done.

The Chinese boss has a misunderstanding that the cost of the product itself is very cheap and can be sold with a little more money, but we need to think about it.

innovate

What are we relying on? Just doing simple innovation and low cost, it is easy for our enterprises to fall into a "low price trap".

There is a saying in marketing: "consumers will not thank you for buying cheap things". Low price products can not say that they bring much benefits to consumers, but in the end, your business does not have the ability of continuous innovation, and consumers will not buy it sooner or later.

So the most important thing is to build up our own.

Brand advantage

Let consumers recognize your brand.

International famous brand products will not work hard in many ways. Most of them are more concise. Consumers often buy their brands besides buying their designs.

To see Prada, Armani, have their own distinctive style of brand terminals, so brand image and concept is more important.

A rising big country must have its own clothing brand. No country has ever been disproportionate to its brand position and economic status in the process of economic take-off, so the biggest problem of the pformation of the garment industry in the next 30 years should be

brand

。

I think the clothing industry is essentially a fashion industry, not a manufacturing industry. Everyone is dressing up to pursue their own personality.

All say that China's Shanzhai, in fact, the largest cottage brand is ZARA, their designers will go to see the show around the world, after reading the imitation of the big name design.

But what's worth learning is their quick follow up and new products every week.

Many Chinese bosses only make two orders each year, but the demand of consumers has been subdivided into every season and even every solar term. Therefore, we must learn to understand, understand and meet the real needs of the target consumers.

Our entrepreneurs must know that when their enterprises pform from a processing enterprise to a brand operator, the proportion of production cost will be greatly reduced.

In the clothing industry, the main cost should come from two, the first is the design cost, and the second is brand cost.

Brand is the most important thing for enterprises to communicate with consumers. Creating excellent brand image enables consumers to remember your brand and fall in love with your brand, so as to turn the paction into a "loyalty consumption".

With the appreciation of the renminbi and the rising cost of land and labor, the center of the world garment manufacturing industry has begun to shift to Vietnam, Philippines and even some countries in the Southern League.

Under such circumstances, we need to take a more forward-looking view to realize the pformation of the industry, build our clothing brand better, and create a "big smiling country" in the garment industry.