How Will The Clothing Enterprises Go In The Future Under The Pressure Of Increasing Store Rents And Overstock?

This year, the general feelings of enterprises can be described in two words -- hard.

The first half of the data show that the domestic

The overall sales growth of the market is only 9.82%, down 12 percentage points compared with the same period last year. While the sales performance is declining, the increase in the rental of shops and the backlog of inventories are all the time to stimulate the sensitive nerves of enterprises.

How to get a breath of breath under pressure and continue to move forward, and how to reverse thinking and occupy the commanding heights under difficult circumstances? This tests the wisdom and courage of the enterprise.

Raising prices is not a cure for all ills.

It has been said that rising clothing prices have promoted the growth of clothing retailing.

Indeed, from the relevant statistics, this is indeed the case.

According to the statistics from the China National Business Information Center for hundreds of major retail enterprises in China, the retail sales of clothing commodities increased by 9.82% in the 1-6 months of 2012, representing a sharp decrease compared with 21.81% in the same period last year. The growth rate of the overall retail sales in the first half of the year was 12 percentage points different from that of the same period last year.

However, in the second quarter, retail sales rebounded significantly and maintained a relatively stable growth.

Compared with the beginning of the year, the gap between the second quarter retail sales and the same period last year narrowed significantly.

In June 2012, the retail sales of clothing commodities grew by 12.48% over the same period last year, and the growth rate was much higher than that in the 4-5 months.

Among them, the retail sales of children's clothing increased by 24.2% over the same period last year, 2.11 percentage points higher than that in May.

According to the analysis, the main reason for the growth of retail sales is that the major shopping malls take the holidays as an opportunity to introduce large scale promotional activities.

Although the growth rate of retail sales has been increasing gradually, it is worth noticing that sales volume is another matter - the total volume of clothing retail sales increased by only 0.99% in the 1-6 months of 2012.

The simple judgement is that the growth of clothing retail sales is mostly driven by the rise in clothing prices.

There are different views on the effect of price increase.

But Mr. Wang Xiangsheng, President of the international fashion brand development management center, a senior consultant and marketing expert of many garment enterprises, has a clear attitude. "Now the clothing prices in the mall are already high."

He believes that, according to the principles of economics, it is not necessary to raise prices in the face of adversity. Especially for those brands whose target consumers are the middle end, the price increase will undoubtedly lead to the loss of customers.

"When we are in prosperity, we repeatedly raise prices. When it comes to empty heights, they are all superficial wealth, and at the same time, they are adversities."

However, he does not agree with price reductions or discounts.

His suggestion is "only from cost control", because many companies do not do well in this area. "In fact, the increase of retail prices by 20% is not as good as reducing stock 10%, and it is more direct from internal adjustment."

It is necessary to buy people's hearts.

When the business life is bad, is the layoff or the increase of employee benefits? These are two extreme options.

And the choice of Shu Lang is the latter.

From the company of Shu Lang, this year, in terms of employee benefits, the company has made efforts to enhance the spirit and civilization of enterprises, continuously improve the quality of life of employees and enrich their amateur cultural life in addition to improving their salaries and salaries, and paying five risks for employees on time.

In fact, since the establishment of the company, the amateur cultural life of employees has been rich and varied. Many kinds of sports activities such as May 1, eleven, new year's day, Spring Festival Gala, fancy ball, speech contest, Cara OK competition, basketball match and badminton match have been held many times, which greatly enriched the employees' spare time life.

In addition to activities that enhance collective cohesion and sense of honor, the company also provides a garden style industrial park for employees through beautification of their homes and special funds to buy flowers and trees every year.

At the same time, the company often organizes the staff to watch movies in the company dining room; organizes departmental staff outdoors outing, shooting, and closes to nature, because the senior manager thinks that only the staff relax, can they work well and enjoy life.

During the annual meeting and the ordering meeting, the cultural evening party, the skills competition, the singer competition and other activities organized by the staff were welcomed by the staff and added vitality to the enterprises.

At the same time, he also provides free birthday cake and birthday packages for employees, so that employees can feel the warmth and care from the family of Shu long.

Liu Hanlong, a real marketing expert, also mentioned in his article "let employees work in a happy atmosphere". Happy mood affects emotions, and the quality of emotions is directly related to work efficiency and turnover rate.

Choosing to quit because of the bad working atmosphere and too much pressure has become the first reason besides salary.

The mood of a leader is the most important factor determining whether his employees are happy at work.

In fact, the leader's face has set the tone for the whole work atmosphere.

So, no matter how hard you are facing, no matter how much pressure you are under, you must let everyone see that you are enjoying your work.

Mr. Wang Xiangsheng, President of the international fashion brand development management center, raised the attitude towards employees to the height of life and death of enterprises.

Holding a sharp weapon to fight the business sea

Even in China, with the seniority of the "seniors", even with the "representative works" such as DP and hemp, YOUNGOR is still on the way forward with great care and refinement.

According to Wang Qingmiao, director of Group Engineering Technology Department, they are improving the quality of hemp yarn, optimizing the fabric design and finishing methods, further improving the fineness and handle of hemp fabrics, and improving the strength and retention of DP fabrics, and developing ultra white shirts, improving abrasion resistance, improving ventilation and hydrophilicity, and improving the wearing comfort.

"Every step is not easy, but we must be forward-looking, because this is the expectation of the future market."

Wang Qingmiao said so.

Perhaps it is the constantly perfect products and the enterprising spirit that never neglect, which has made YOUNGOR go all the way.

Some people use the product as a "sharp weapon" and others regard it as a "sharp weapon".

Xia Hua, the chairman of the Lancaster fashion palace in London, has just been invited to watch the Olympic Games in the world. Its product is only part of the brand building, and marketing and design are important.

Chinese brands have passed the product, but in design they have only gone half way.

This is also a common view in the industry. Experts once said that at present, many enterprises lack the perfect designer training mechanism, so it is very difficult to form their own product style. Many talented designers are accustomed to creating their own brands or opening design studios, and do not want to make their talents in the enterprise, which makes it difficult for China's clothing design standards to go up to a new level.

For this difficult problem, it is still a case of Shu Lang, whose solution lies in the open mind and inclusive culture of Shu Lang, attracting a large number of talented designers from home and abroad to join together to work hard for the development of Shu long.

From the obscurity at the beginning of her pioneering business to the current prosperity, Shu Lang gradually and steadily achieved the strategic goal of moving from Yantai to Beijing, from Beijing to Shanghai, Shenzhen, and then to Hongkong, Seoul and Paris.

Now, they have established cooperation and exchanges with design studios such as France, Italy and Korea, breaking cultural and geographical restrictions, and applying the international vision and new design thinking to Shu Lang to enhance the internationalization process of the brand.

Whether seniority "elder brother" or rising star, who can stand upright in the ups and downs of business day after day, will inevitably have their own weapon to fight the business sea.