Faced With The Dilemma, The Clothing Brand Should Lay Down Its Development Steps And Reflect On Its Own Way Of Development.

The companies recently contacted generally reflect that this year's situation is not very good, for example, the order of the order meeting is declining. But the reason is that there are more internal reasons than external ones.

China's brand has gone through a long period of prosperity in the course of its growth. Therefore, many of our brands have always believed that the annual increase of 20% or more is taken for granted, or even reasonable. Once the growth rate is less than the so-called bottom line, it will not be able to bear, no psychological preparation. But in retrospect, which industry has been growing in more than 10 years or 20 years?

Let's look at some ways to make brands by enterprises, mainly by expanding the scale. There is such a misunderstanding that the so-called success is that the higher the sales, the better the network will be. We often hear entrepreneurs talk about the number of new stores opened this year, and how much more orders the franchisees and franchisees have increased. But there is little time to think about how to make the brand precise and solid, how to manage every open shop, and how to enhance the added value of the brand.

Without the financial crisis of 2008, the current European debt crisis and all other external disturbances, China would not be able to survive. clothing It is impossible for the industry not to encounter difficulties. Because the market will always be saturated and mature, there will be limitations in developing brands solely on scale expansion. Take the most popular sports brand in China as an example, is it the impact of the European debt crisis on its current predicament, or is it the blind expansion of the brand itself that leads to the development bottleneck?

For those enterprises that sell brands, they should rethink and change their own thinking. They should not regard expansion as a normal mode of enterprise development.

In the past, a lot of enterprises made their brands low and did not consider the changes of the external environment. This is the key reason why many brands can not go on. For example, the order of franchisee suddenly reduced, and the stock of the brand suddenly accumulated overnight. The sales volume of the store plummeted, which is by no means a day's work. In fact, a very important reason why many brands are developing hard now is that many of their franchisees and agents have revolutionized the brand. They want to make their own brand, or want to change the way of cooperation with the brand, in the form of trusteeship, rather than order mode.

Therefore, the brand should reflect on whether the previous push is too serious, or even to the franchisee issued the minimum standard of order and other harsh conditions.

There are also some enterprises, at present, its sales are good, for example, women's clothing enterprises to achieve 2-3 billion, men's clothing enterprises to achieve 4-5 billion, so the enterprise itself may also feel that their sales are good, is relatively successful. Therefore, tend to go to the two extremes, one is "too much", self-confidence is booming, every year in the shop, every year is expanding; the other is "omission", think that their sales performance has been very good, contented Changle. These two ways are very typical, but they can not make the enterprise become an enterprise with a stamina.

Another point is that persistence and optimism are very important. Do not see the decline in performance for a year or two. They will be confused and think that the end of the world must be calm. In particular, we must not lay off workers at this time. This is a fatal mistake for a company in a difficult period, because stability is the most important thing at the moment, and it can not immediately change all existing development strategies, products and channels, which are the wrong way for enterprises to turn back. Instead, we need to reflect on this and find out where we are at present.

Many successful enterprises in the world accumulate energy and finally erupt at the lowest economic level. The development history of large enterprises in the US and Europe can be corroborated.

Therefore, for the current Chinese brand, we should slow down, reflect on our own way of development, consolidate the foundation, accumulate energy in the crisis, and wait for sublimation after precipitation.