Clothing Companies Can Only Go Further By Slowing Down Their Pace.

This year, the general feelings of enterprises can be described in two words -- hard. The first half of the data show that the domestic clothing 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. In 2012 1-6, the volume of clothing retail sales increased by 0.99%. 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. He gave the suggestion that "can only start from cost control", because many enterprises do not do well in this respect, "in fact, the 20% increase in retail prices is better than reducing inventory by 10% to achieve better results, from their own internal adjustment is more direct and effective."

　 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. This reporter learned from Shu Lang company that this year, in terms of employee benefits, the company has made efforts to enhance the spiritual 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 and one gold on time for their employees. 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. {page_break}

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, has 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, attracting a large number of talented people from home and abroad. Designer All of them joined forces 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.

　 viewpoint

　 Slow down and go farther.

Wang Xiangsheng, President of international fashion brand development management center

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. {page_break}

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, the Chinese garment industry would not be able to avoid 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.

So for today's China brand We should slow down, reflect on our own way of development, consolidate the foundation, accumulate energy in crisis, and wait for sublimation after precipitation.