Brand Clothing Opens "Slim Fitness" Plan To Cope With Industry Downturn

This week, he will open a massive training program for thousands of people at a five star hotel in Mount Huangshan. It is revealed that the training will be invested by nearly ten million yuan. In contrast to the "fitness program" invested in huge amounts of money, it is the "slim" plan for brand expansion. In July, Fujian sent M. Children's wear The brand has already determined that the original expansion plan of 1000 stores will be reduced to hundreds.

On the one hand, "thin" and "fitness" brand clothing enterprises, this year, there are not a few. The reason for this is the industry background of this year's recession. This is now a common understanding in the industry.

"Extraordinary times", adjusting footsteps and practicing internal strength are just waiting for spring.

Industry downturn enters "extraordinary times"

Since the beginning of this year, the "stock door" and "big shop close" have undoubtedly become the key words of this year's clothing industry. As the shoes and clothing analyst Ma Gang said to the first financial daily, "if we sell the clothes that are currently in stock in the country, we are afraid that we will not be able to sell them in three years."

In this regard, the clothing industry strategy expert Yang Dayun also said: "because of the economic downturn, many clothing enterprises have high inventory problems," Mei bang, Lining and other brands in China last year, a negative sales growth phenomenon, production is on the rise and sales are declining. The state of the United States and Lining is not a special case. It also indicates the end of barbaric growth.

In many industry circles, this year's current situation is more difficult than it was in 2008. "At the end of 2008, it was only the external economic environment that affected the clothing industry this year." In the industry, Mr. Lin seems that after several years of rapid growth in clothing sales, there was a "brakes" at the end of last year to this year. The reason is not only the external economic downturn, but also the reasons for the garment industry itself.

Clothing industry Kevin- yuan Kai believes in micro-blog, "foreign brands penetrate China's second tier market, which makes domestic brands difficult to move forward. The decline in sales rate makes the backlog serious. At the same time, the brand enterprises have strong credit to give the ordering index to the channel operators, and the digestion ability of the channel operators is limited, which has created a lot of unopened stock. In addition, in order to achieve rapid expansion of the channel, many brands also have some undesirable outlets, so that they are all stocking in the shop.

The internal and external factors, coupled with the warm winter last year and the late spring chill in spring, make the clothing brand no longer see the flourishing years in the past few years. The garment industry has entered the "extraordinary period" and become the general consensus of the industry. How to tide over the difficult period has become the top priority of the brand enterprise.

"Slim" plan to shrink the channel expansion

After the rapid development of the industry, the most direct response is that it has greatly dampened the confidence of investors and bosses. This is followed by a shrinking expansion plan and a stagnant listing.

Take Fujian D brand children's clothing enterprise as an example, this is a children's clothing brand that is widely favored by the industry. According to people familiar with the matter, D brand children's clothing was originally ready to go public at the end of last year. In order to get a higher price earnings ratio at the time of listing, D brand has strongly supported franchisees to open stores for two years. It is rare in the industry that the support of racks, rent subsidies and arrears ratio is large, so the brand has also expanded rapidly in the past two years. However, when the market was bad at the end of last year, the brand had to shrink its pace of expansion and withdraw its various preferential policies, waiting for the current situation to be clear.

Another M brand of children's wear brand is also planning to expand rapidly to prepare for listing. However, after planning and signing an advertising of 20 million yuan, the market has to cut down its original expansion plan of up to 1000. "Even though our support for this year's support is very strong, the expansion plan for the 1000 companies has to be cut down because we have to consider the survival rate of the new stores." A person in charge of the company said that when the market was bad, the sale of terminal stores was frustrated.

The impact is not just on those brands that want to be listed, even though the brand of children's clothing, such as Barbara, has dropped by 7 hundred million this year, according to people familiar with the matter.

Look again Men's wear Brand is also "quite a lot of convergence" nowadays. According to people familiar with the matter, a line of men's wear has been adjusted to 300-500 of the 500 channel expansion plans. Similarly, another listed brand menswear has adjusted the 250-300 channel expansion plan to 200-250. Another insider, who is also the first line of brand men's clothing, said, "the new season's orders will be all simple, and this year will no longer be" high key ", because now we have to" overcome the difficulties together ".

Behind this year's generally shrinking expansion plan, not only has inventories emerged from last year and the first two quarters of this year, but also because most people in the second half of the year are still pessimistic about the revival of the garment industry.

However, pessimism in the second half of the year does not mean a long-term pessimism for the industry. On the contrary, more enterprises choose to work hard in this "extraordinary period".

Long term "fitness" to set up brand business school

Hard work of internal strength, brand enterprises are the most choice of training. Training, brand enterprises often do before, but now the number of training intensive, the scale of the grand, but unprecedented.

Taking Li Lang as an example, the Li Lang convened thousands of dealers nationwide, and went to Mount Huangshan for 7 days training in two batches. The training contents include not only the practical courses such as multi store management and double effect, but also many courses that analyze the industry prospect and enhance dealer confidence. This is not only a five star hotel, but also the top advisor of China Research International, the leading clothing training company in China. No wonder the cost is as high as nearly ten million.

Compared with such short-term large-scale training, more and more SMEs choose to establish brand business school. The brands such as wolf family, Gao Erpu and Mamie Marka have set up business schools this year, and have planned long-term training. Shi Hairong, general manager of the war wolf family, said that the war wolf family business school will mainly train senior management personnel and full-time training specialists for all distributors and franchisees, conduct comprehensive business training for all terminal staff, and help the wolf family build a brand management chain with general distributors, franchisees and direct retailers.

Similarly, the "extraordinary period" makes full use of limited resources to create a sample market, and has become one of the many brands.

The brands of war wolf family, Mamie Marka and western region camels have also formulated their own model market strategy. Mamie Marka's relevant person in charge said that Mamie Marka will build a "hundred shop project" and put the standardized operation of terminal stores in the enterprise management system. "We will train them regularly, including commodities, display skills, promotion management and so on. At the same time, headquarters will send special teams to diagnose their pulse and give different training programs for their different problems, and carry out nationwide training tours." Mamie Marka responsible person introduced.

Whether short-term or long-term training, whether training or building a model market, may be different, but it can be seen that in this "extraordinary period", brand enterprises do not let themselves idle, but to make full use of time, hard work, physical fitness, in order to improve the situation when the opportunity to grasp, gorgeous turn.

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Jin enterprise wants to import TOYOTA Japan lean management

In a very depressed market, many textile and garment enterprises listed lean management as an important task in the fitness program. Reporter recently learned that Longfeng textile technology, Jingba warp knitting, HOSA and other local textile and clothing enterprises plan to import the Japanese Toyota Corporation lean management model.

It is reported that in May and July of this year, Jinjiang twice organized enterprises to visit Japan and visited Toyota Corporation and its suppliers on site to further investigate the concrete implementation of lean management. On the two fieldwork, the management mode of TOYOTA made Jinjiang textile enterprises feel deeply.

"Mainly is the idea and system construction. TOYOTA's lean management concept has penetrated into the hearts of every employee, forming a good atmosphere for implementation. Wu Binghua, assistant president of Jinjiang HOSA Garment Co., Ltd., believes that the concept of lean management must be carried out first.

It is reported that HOSA, Longfeng Textile Science and technology, Lei Ma and many other enterprises started trying to implement lean management as early as last year, but most of them are still promoting the idea, and there are many obstacles in the actual operation process. After the end of the inspection tour, enterprises also began to consider the breakthrough: Dragon Peak textile technology will vigorously promote lean production; HOSA discussed the breakthrough from warehousing management.

"The product is shipped from the supplier to the TOYOTA production workshop. There is no warehousing in the middle, but only a short stop time. Almost zero inventory is achieved. The domestic apparel enterprises, products from the supplier warehouse delivery, intermediate spanport, and then arrive at the factory to store and wait for time to take, the entire warehousing and spanportation process has consumed a lot of management energy. A good linkage between TOYOTA and suppliers to achieve lean management of warehousing and spanportation is worth trying. " Wu Binghua said.

"In fact, many enterprises know that lean management is good, but this is a systematic project and requires a protracted war." Xu Chaoli, deputy general manager of rema (China) Co., Ltd. Jinjiang Textile and clothing need to grope for a long time on the road of fine management.