The Competition In The Clothing Industry Is Becoming Fiercer And Fiercer. "Overtaking At Curves" Must Be Fast, Accurate And Ruthless

In 2008, International financial tsunami Since then, the international economic pattern has undergone tremendous changes, and the economy of various industries has also undergone a micro shuffle. As a garment industry related to people's livelihood, garment enterprises have suffered from different degrees of damage in this process, from the rise and fall of the price of upstream raw materials to the changes in the strength of market purchasing power, whether emerging brand The old brands that have cultivated a certain market viscosity are facing a common topic: how to successfully complete the breakthrough of enterprises in the new economic situation and win in the increasingly fierce competition. This session of elite dialogue will be solved by Wang Xiaolin, a Chinese practical marketing expert who has accumulated more than ten years of experience in the operation of projects in charge of foreign enterprises.

For current Clothing industry In the new situation of increasingly fierce competition, many service enterprises have put forward the concept of "overtaking at curves". Please give a brief introduction.

Wang Xiaolin: As early as 2011, many enterprises also put forward the concept of "overtaking at curves", but it is only a slogan based on improving dealers and internal morale. Few enterprises actually operate on this concept.

The literal interpretation of "overtaking at a curve" actually means that on the track, it is difficult to surpass the opponent at a straight speed because of the small difference between the conditions of oneself and the opponent. Based on this principle, in the curve, the opportunity of overtaking the opponent will be increased by taking advantage of the greater leeway of the opponent.

Therefore, many enterprises have designed the plan of "overtaking at curves" in their annual business plans, hoping to lead enterprises to break through.

　 What's your interpretation of "overtaking at curves"?

Wang Xiaolin: In fact, at the end of 2010, I had this idea myself, but it was not very clear and mature. Not long ago, I heard that a famous brand also put forward the idea of "overtaking on a curve". I felt that it was necessary to carry out some new interpretations to prevent many enterprises from blindly advocating this idea and causing new homogenization and vicious competition.

Through more than ten years of practical experience in all aspects of the group, headquarters, branches, general agents and even dealers, I think that the current enterprises are just slogan operation, rather than real "curve overtaking". My understanding of this concept is that "overtaking at curves" must be fast, accurate and ruthless. It is a swift and deliberate "kill".

That is to say, "Overtaking at a curve" is not only a slogan, but also an action that drivers always try to find a long time opportunity to wait for the opponent to make a mistake at a curve, or leave a gap for themselves. When this opportunity comes, they will spare no effort to sprint forward and achieve results.