How To Develop Chinese Women'S Clothing

In recent years,

Because of its "fast fashion" positioning and excellent performance in the supply chain, it has become the benchmark of women's wear industry.

Learning ZARA business mode and improving its operation skills become the strategic choice of many women's clothing enterprises.

The key to ZARA's unanimous recognition is that ZARA's operation skills are in line with the requirements of industry laws.

But for Chinese women's clothing enterprises, it is right to learn benchmarking at this stage, but if we do not understand the industry rules, their capabilities and China's industry environment, blindly pursuing the operational indicators of ZARA may lead to fatal mistakes.

Women's clothing enterprises in China can achieve the leading edge in six things at this stage:

I. sales network

In the initial stage, enterprises usually adopt agency mode in order to be able to develop rapidly. But when the enterprise develops to a certain stage, the enterprise will feel that the agency system has restricted its own development and implemented direct operation. At the same time, agents often evolve from partners to enemies.

For women's clothing enterprises, how to deal with the relationship between agents and direct battalions is often the first strategic problem. If there are problems in the channels, the attack on enterprises may be fatal or even fatal.

From a practical case, a large number of enterprises that blindly collect agency power have not achieved the desired results, and their performance is declining year by year.

The main reasons for the failure of direct operation include loss of local resources, shortage of teams and lack of retail skills.

In the aspect of network orientation, BELLE international has made great success in the shoe and clothing industry, and its operation idea is worth learning from every enterprise.

Two, goods

Like the Internet, goods are also the lifeblood of women's clothing enterprises.

Especially for wholesale enterprises, the problem of quarterly goods may lead to a disaster.

The purchasing behavior of female consumers determines that styles (styles, fabrics, colors) are the key factors that affect consumers' purchasing behavior, while the control of fashion (style) is difficult and difficult. Then, what kind of development strategy should be adopted by enterprises? How to organize products per season? How will the order be held? The proportion of the first order will become a problem that all women's clothing enterprises must solve.

In terms of goods organization, enterprises can reduce perceptual risk through scientific development process and effective ordering.

Three, supply chain management

As mentioned earlier, ZARA has won the praise of the industry with its fast response supply chain. In order to realize the rapid response of the supply chain, ZARA's business has extended to printing and dyeing, and has built up a strong capacity. It has built an aviation oriented logistics system outside the European continent and has strong information technology as its support.

ZARA, because of the rapid response of the supply chain, its annual products are divided into 12-16 quarters, with a proportion of about 15%, which is significantly lower than the average level of the industry 60-70%.

ZARA business model is relatively rare in China at present, and its construction cycle is long, difficult and risky. The business models of domestic enterprises generally include R & D, manufacturing and sales, and the speed of supply chain reaction is restricted by the supply chain of raw materials and accessories, so it is difficult to achieve the speed required by industry laws.

Therefore, the quick repair sheet is difficult to achieve in the production process.

In this case, the goods become even more important.

At this stage, Chinese women's clothing enterprises should grasp the balance between "gambling" (goods) and "fill" (rapid response). In the long run, enterprises must try to continuously improve the speed of supply chain reaction, which is the source of competitive advantage, but in the current industrial environment, the organization of goods may be more important.

Four, terminal technology and promotion

Women's clothing enterprises are in the retail industry. If the enterprises lack the terminal retail technology, it is almost impossible to get the lead in the future competition.

Therefore, display, sales skills, shop management, data analysis and other terminal technologies become necessary skills for enterprises.

This is also the fundamental reason for leading women's clothing enterprises to invest heavily in training.

But simple training often can not solve the problem of long-term talent demand, and the establishment of training mechanism based on retail talents is the fundamental way.

Moreover, because gambling is bound to lose and win, the style of every season will inevitably appear unsalable or even "dead money", which requires enterprises to have good sales promotion technology and achieve sales without damaging the brand.

What the enterprise should bear in mind is that we must never leave the stock to the coming year!

Five, brand communication

Unlike other industries, terminal image is the most important way for women's clothing brand communication, and has the function of veto other image building achievements.

Just imagine, if a brand is spread vigorously through television, plane, network and other ways, it gets a good understanding, but the terminal image is "unkempt", not as good as the brand image of the store without any other way of spreading. What does the consumer think? In a sense, clothing sells the environment.

Therefore, the construction and maintenance of terminal image has become an important work for women's clothing enterprises for a long time to rise to a strategic height.

Six, multi brand

For women's clothing enterprises, when developing to a certain scale, multi brands have become a topic that is not enough.

The purchasing behavior of women's clothing industry determines that if a company wants to increase its market share, multi brand is the inevitable choice.

This idea can basically be unanimously recognized.

For enterprises, what kind of multi brand strategy should be solved? Independent brand or endorsement brand? How to establish multi brand management system? How to build multi brand operation capability?

At the present stage, if Chinese women's clothing enterprises can do the above things in a down-to-earth manner and continuously improve their operational capability, they will gain the leading edge at least in the next 10 years or so.