Shoes And Clothing Enterprises Create A New Marketing Mode In The Face Of Economic Weakness.

Despite the 2011, we are psychologically prepared for the economic situation of the coming year.

But in 2012, the market situation was still more severe than expected.

Coincides with the global economic crisis, the 4 year Olympic Games will be held at this time.

Therefore, regardless of the shoes, food, sports equipment and other businesses are not able to take care of the burden of economic pressure and resolutely go to the London Olympics.

Statistics show that the growth of total retail sales of social consumer goods is basically around 15%, which is significantly lower than that in the same period in 2011, which means the weakness of consumption has become a fact.

Take the textile and garment industry as an example, two or three years ago, Roland, Meng Jie and fuanna, the "three swordsman of home textiles", launched a fierce "enclosure movement" after listing.

However, in the first quarter of 2012, apart from the steady performance of fuanna, Luo Lai and Meng Jie have already bid farewell to the era of rapid growth, and their achievements are not comparable with the high growth of the previous two years.

According to the first quarterly report released by Meng Jie home textiles in 2012, its sales revenue was 269 million yuan, down 9.93% compared with the same period last year. After deducting the 2011 year-end tax rate adjustment factor, its real profit growth in the first quarter was only 2.3%.

In addition, as of March 22, 2012, the performance of several major sports brands in China: Anta, PEAK, XTEP and PEAK declined.

These data and information indicate that weak consumption has become a huge obstacle in the domestic consumer goods market.

The secret behind the weakness of consumption, when it comes to weak consumption, is usually the lack of purchasing power of consumers. But from the marketing point of view, there is a deeper connotation hidden behind the following three aspects:

1. consumer demand has changed.

Take the sports footwear industry as an example, the current weakening of consumption is directly related to the change of consumption demand, which is due to the "de movement" trend of Beijing Olympic Games.

In addition, the sports footwear industry has been seriously involved in product homogenization and price war. Under the combined action of these two factors, the phenomenon of consumption weakness is inevitable.

2., the industrial structure has changed.

When the terminal stores rent increases, labor costs rise and consumption is weak, it is very likely to bring about changes in the industrial structure.

Taking garment enterprises as an example, e-commerce has become a potential growth force in the fierce competition of real economy, and it may change the industrial structure of the entire garment industry.

Ai Rui net released data: in 2011, the size of China's apparel online shopping market reached 145 billion 500 million yuan, of which B2C clothing network shopping market scale was 30 billion 600 million yuan, accounting for 21%; and founder securities analysis indicated that in 2011, the clothing network shopping market scale increased 61.1% compared with 2010, and the B2C market share increased year by year, it is expected that the clothing online shopping market in China will continue to maintain high-speed growth in the future.

3. the business model has changed.

When the domestic apparel industry is facing the predicament of weak consumption, the international fast fashion dress brands represented by UNIQLO, H&M, GAP and ZARA have strengthened their expansion in the Chinese market. This sharp contrast promotes the domestic shoe and clothing brand to start from extensive enclosure to lean operation, from cost driven to value driven pformation, and brand to enhance the business mode of product premium.

In the face of weak consumption, I think of Zhang Ruimin's sentence: "there is no weak market, only weak products; there is no off-season market, only the idea of off-season!" we might as well add: no weak consumption, only weak enterprises.

In fact, the weakness of consumption is not terrible. If the strategy is right, it can completely turn danger into danger.

The challenge of weak consumption is in the era of low consumption. Most enterprises will face the following challenges: the challenge of brand power, when the economy goes up, the consumers' brand loyalty of all walks of life will be higher.

However, in the era of low consumption, the choice of consumers will not be so arbitrary. The top brands can still get more consumers' choices with their brand influence, but consumers will have less willingness to buy than non top brands.

Therefore, when the consumption weakness is coming, it is also the time to test the brand influence. Enterprises who usually do not pay attention to brand building are likely to face great challenges at this time.

The challenge of product strength is also the time to test product strength when consumption is weak.

Product strength includes product quality, taste, packaging and other comprehensive factors.

During the boom period, enterprises with a larger market capacity and less powerful products can also get a share in the market. As long as their price is not high, the coverage of the channels is wide, and they can also satisfy some consumers' needs with low quality requirements.

However, in the era of weak consumption, consumers' purchase intention will be greatly reduced because of insufficient purchasing power of consumers or the price of products being forced to lift prices.

If the product strength of the enterprise is not strong, it will be hard to get the favor of consumers.

The challenges of channel power and the weak consumption period will also face great challenges for the channel operation of enterprises.

As for this phenomenon, experts point out that when the economy goes up, the huge investment of enterprises in channel operation can be offset by the growth of sales. However, in the period of weak consumption, a large part of the investment in channel operation is fixed expenses, and once the sales growth is inhibited, the profit level of enterprises will soon be affected.

At the same time, from a deeper level, this will also require changes in the channel operation mode of enterprises. During the period of weak consumption, enterprises need to carry out more meticulous operation and control of channels, which is a big challenge for enterprises.

In addition, the challenge of operation is that the consumption weakness is externally manifested, but its impact on the enterprise is closely related to the internal operation capability of the enterprise.

If the operation capacity of the enterprise is not strong, even if it is not the period of weak consumption, its sales growth will also be affected, and if the business operation ability is very strong, even in the period of weak consumption, it can also grow against the trend.

Taking Lining as an example, it suffered a two digit decline in the first quarter of 2012. Its root lies in the high inventory to be digested and the lack of channels. Compared with Anta, XTEP international, 31st degree and PEAK, the performance is relatively good.

Therefore, strengthening internal operations, reducing operating costs, improving efficiency, stabilizing cash flow and consolidating market bases are all internal strengths that enterprises must cultivate during the period of weak consumption.

In the period of weak consumption, the period of weak consumption is often the period of enterprise pformation. Taking apparel industry as an example, some enterprises want to try to pform like fast fashion clothing enterprises like H&M and ZARA, increase R & D investment, shorten production cycle and speed up product renewal, while others want to enhance brand reputation, increase product R & D efforts, launch new products faster, and others hope to attract more professionals, conduct market research for consumers, and develop products and services accordingly.

So how can we overcome the predicament brought by the weakness of consumption?

Reporters believe that the innovation of business mode is the opportunity of enterprises. Through the innovation of business models, enterprises can integrate and restructure products, brands, channels and internal operation systems, thus effectively breaking through the difficulties and challenges brought by consumption weakness.

The breakthrough of strategic positioning is crucial to the breakthrough of brand positioning in the era of weak consumption.

As mentioned earlier, the weakness of consumption often indicates that great changes will take place. If we reconsider the orientation of the future at this time, enterprises will have the chance to overturn the existing industrial structure.

The premise of strategic positioning breakthrough is redefining the target group and core value demand.

A garment enterprise initially located in the field of sports casual shoes and clothing, but the market has not performed well in recent two years.

After rethinking the pain, this company redefined the strategic orientation of fashion and Leisure: on the one hand, it adjusted the brand positioning to the public fashion leisure products for its new target consumer groups of the former working-class; on the other hand, aiming at the target consumer groups of white collar, it launched for business fashion and leisure products, and the new brand positioning helped the enterprise to fundamentally get out of the predicament of consumption weakness.

The breakthrough of product system and breakthrough of product system is the inevitable result after the breakthrough of strategic positioning, and it is also an effective means to break through the weakness of consumption.

Product is a direct manifestation of consumer demand. All strategies must ultimately communicate through products, services and consumers. Strategic positioning determines the future direction of development of enterprises, but only when they are embodied in specific products can they be recognized by consumers.

In the era of weak consumption, enterprises must upgrade their product structure, which involves the expansion or extension of the product itself. The product expansion is closely related to the width of the product line. By increasing the width of the product line, it can meet more subdivision needs of the consumer group, and the product extension is related to the depth of the product. Deepening the production line can satisfy the different needs of consumers by enriching product specifications, both of which are very effective means in the era of weak consumption.

To achieve these two points, enterprises must establish a systematic commodity R & D system, greatly enhance the R & D capability, so as to fundamentally enhance the competitiveness of products.

The breakthroughs in the brand system, an important reason for the weakness of consumption, is that consumers' nerves have been severely paralyzed by the concept of homogenized products and brands, and they have been hard to arouse their enthusiasm for consumption.

Therefore, another important way to break through the weakness of consumption is to realize the differentiation through thorough insight into consumption demand, and to explore a bigger Blue Ocean from it.

An effective means is that enterprises can achieve effective "occupation" of different subdivision consumption needs through different sub brands.

At present, this multi brand management mode is gradually prevailing in the shoe and garment industry in China.

In recent years, Wenzhou shoe enterprises, represented by AOKANG, red dragonfly and Kangnai, are implementing a new retail format known as "brand integration store". They sell their own brands and other agency brands to this brand store to enlarge the brand's influence. The operation mode of BELLE, the shoe giant, has given more inspiration to the domestic shoe and clothing enterprises. BELLE has always had more than a dozen brands of self owned or agent brands and shopping malls to negotiate with each other. There are always disadvantages in almost every mid and high-end shopping mall's shoes area. We can see BELLE's brand stars: BELLE, BELLE, Tata, etc. its brand family is magnificent.

Based on the exemplary role of these leading brands, domestic and small shoe and garment enterprises are also eager to win more opportunities and benefits by taking the road of multi brand management.

In the past ten years, the Chinese shoe and clothing industry has launched a vigorous nationwide "enclosure movement". In the wave of "opening more stores, opening large stores and opening up good shops", there have been numerous brand shops on the vast land of China.

However, in the luxuriant cluster of terminal construction, the rising cost and the weak consumption make the terminal construction become a heavy burden of the enterprise from the "trump card" of the enterprise.

因此，鞋服企業必須改變這種粗放式渠道運營的局面，強化廠商一體化合作，同時加強終端掌控，具體可以從以下三個方面著手：首先，必須打破廠商之間的“囚徒困境”，重點推動代理商公司化運營體系的構建，要求代理商在組織體系、團隊配置和管理體系上都要構建起一套較為系統的運營體系，并與企業的相關組織體系及管理體系相匹配，從而實現雙方之間的一體化合作;其次，企業必須改變以往粗放式的區域市場拓展模式，構建起聚焦精耕的運作體系，對區域市場實施有目的、有計劃、有步驟地系統化拓展，從而提高區域市場的成功率，打造牢固的戰略根據地，為品牌的擴張夯實市場基礎，有效應對市場競爭;再次，企業必須提煉一套標準化的終端店鋪售賣模式，以此保障代理商、加盟商以及直營店鋪的單店經營業績，從而實現渠道的快速擴張，這是鞋服企業

The weakest, the most difficult and the most improving space.

Numerous market practices have proved that the more mature the shop selling mode is, the more rapid the channel expansion of enterprises will be.

The breakthroughs in internal operations affect three factors of a company's success: strategy, mode and operation.

It is not enough for an enterprise to have the correct strategy and mode. If we do not build an efficient system, the realization of strategy is just empty talk.

Data show that 75% of the failure of enterprises is due to the inability of enterprises to implement the established strategy.

Therefore, the operation system is the prerequisite for enterprises to ensure the realization of the overall strategy, and its purpose is to create a good internal environment for the enterprises, and fully integrate all other resources in the environment so as to enable the enterprise strategy to be implemented.

In the period of weak consumption, enterprises must streamline their organization according to their strategic requirements, make them face the market, pform the operation system from "relying on leadership" to "promoting by process", simplify the links of decision-making, clarify the key business of enterprises, and reorganize the functions of organizations, so as to build an efficient operation system and rapidly improve the executive power of the whole organization.

The key to the tremendous impact of international fashion brands on Chinese enterprises lies in its strong operational capabilities, such as ZARA in Spain. Its performance from apparel design, raw material procurement to production and sales is perfect in every aspect of the entire operation chain, while most local garment enterprises are deeply trapped in the quagmire of "profit changing inventory".

In fact, from the purchase of raw materials to the sale of products, the vast majority of China's garment enterprises are similar to ZARA in terms of industrial chain structure, but it is difficult to match their operational efficiency.

However, from another angle, this gap is also the opportunity and hope for Chinese enterprises in the future.