The Fashion Of Fashion Enterprises In China

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It is a popular product. It will enter into the fast consumption behavior list. ZARA, GAP and H&M are the successful examples of classic fast moving consumer goods. How can we find our own space and find ways to manage the market so that we can develop quickly and succeed?

A brand name company has turned the world's garment factories and many of the third world countries into their own processing plants. Is this way of survival, can't Chinese brands have seen the bottleneck of the future development of Chinese garment enterprises and the space they need to find from the middle? How to improve their abilities in all aspects? ZARA, GAP and H&M have already done a good demonstration for us. What we have to do is to combine the advantages of Chinese enterprises to make enterprises sustainable development and become more powerful.

In recent years, with the increasingly fierce competition in China's clothing market, the garment industry has gradually entered the era of meager profit.

In recent years, China's domestic demand market is growing. Raising the per capita income level is a prerequisite for growth.

However, raising per capita wages will increase the operating costs of enterprises, and even a lot of costs will grow rapidly in direct or indirect ways.

As a traditional industry, its only means of survival is to go abroad to find bigger profit cost space and search for greater survival opportunities. NIKE has made a specimen demonstration for us.

Looking at the successful experience of international brands, GAP and Benetton are integrating the global supply chain system through satellites in the sky.

They include fabric suppliers, excipients, purchasers, and even logistics are outsourced, and production is outsourcing.

The company itself is only responsible for the global market operation and brand promotion, as well as brand diversification strategy and development control.

Under such circumstances, the integration of low labor costs in the third world countries makes the processing cost of products lower, and restores the powerful consumer market in the United States, and makes use of the global integrated logistics system to make its brand stronger.

At the same time, the sales information of all the stores in the world is controlled under a network platform. Through professional information system, we can counter the global sales situation at all times.

ZARA and H&M are all successful brands in supply chain or fast moving consumer goods.

How to reflect the needs of consumers at the fastest speed, through the sale of terminal, to a company in a fixed time period? Here, it has to solve several problems:

First, businesses must understand themselves.

The core strategy of business is, first of all, what do you do for business brand or designer brand? Do you want style or market share? But there is no denying that there are only two ways to extend and promote a brand in the market.

The first method is to make the brand get sufficient consumer awareness in the market through a large number of public relations activities.

Second, recognize the brand through market share, shop expansion and store's flagship store's image to stimulate consumers' intuitive experience and experience.

Of course, under such circumstances, there is a high demand for speed and expansion capability.

These two means are a very effective way to promote the brand. This is called strategy.

After understanding the strategy, we should understand how to implement it. This strategy can be divided into four parts: first, if I want to enter the rapid response system of the supply chain, we should pay attention to which category, which color and which code can be managed to respond to the consumers' response most quickly.

We should minimize the sale of the best selling products so that it can satisfy the needs of consumers as much as possible.

Second, can efficient promotions quickly grasp the best plan to implement sales promotion?

The so-called promotion is the promotion of brand externally.

A single store can not be sold in a certain color, some kind of fabric and a single product category can not be found at the fastest speed, it will take the fastest speed to promote sales, minimize inventory.

Third, efficient category optimization.

Let every shelf have the greatest benefit in the process of selling.

Whether this kind of cost can make the best place always put the most needed products in the market to maximize the benefit is the core of category management.

Chinese enterprises want to survive in the future, and we must have this ability in finding profit space in the process of small profits.

Fourth, efficient introduction of new products.

First, the development capabilities of new products.

ZARA needs 300 designers to develop 12000 models in one quarter.

From design to launch, it takes only 9 days to say it is simple. This is the extension of the information system to the terminal to capture the consumer's needs at the fastest speed and spread the goods to the terminal at the fastest speed.

To solve the above four strategies: efficient replenishment, efficient sales promotion, efficient product optimization, and efficient introduction of products, the first step is to solve the supply chain management of upstream and downstream and middle reaches.

ZARA and GAP have done a good demonstration for us to improve our ability in all aspects. What we have to do is to combine the advantages of Chinese enterprises to enable enterprises to achieve sustainable development and become more powerful.

Chinese garment enterprises need to have an Olympic "faster, higher, stronger" progressive spirit, never satisfied spirit of struggle and the spirit of fighting without difficulty and dare to challenge.

Yang Da Jun, China's first strategic expert in garment industry, is also China.

The industry's most influential brand management expert has 18 years of successful and rich experience in international retail management and marketing management concepts.