The Breakthrough Of Garment Industry Under The New Economic Situation

After the international financial tsunami in 2008, great changes have taken place in the international economic pattern, and all sectors of the economy have also been shuffled on the micro level as a matter of people's livelihood.

In terms of industry, from the price fluctuation of upstream raw materials to the strength of market purchasing power, garment enterprises have different degrees of damage in the process. Whether emerging brands or old brands with a certain market viscosity are faced with a common topic: how to successfully break through the business and win in the increasingly fierce competition under the new economic situation.

This era of elite dialogue will be solved by the Chinese practical marketing expert Wang Xiaolin, who has accumulated more than ten years' experience in the operation of foreign enterprises.

Reporter: in view of the current situation

With the increasingly fierce competition, many enterprises have put forward the concept of "overtaking corners". Please give us a brief introduction.

Wang Xiaolin: as early as 2011, many enterprises also proposed the concept of "overtaking corners", but it was only based on the slogan of promoting dealers and internal morale, but few enterprises really operated on this concept.

The literal interpretation of "overtaking in corners" refers to the fact that on the track, it is difficult to surpass the opponent at a linear speed due to the difference between their own conditions and their opponents. In this way, when the curve is used, the opponent's leeway is larger, and the opportunity to surpass his opponent is bigger.

Therefore, many enterprises in their annual business plan, designed the "bend overtaking" plan, hoping to lead enterprises to break through.

Reporter: what do you know about "overtaking the curve"?

Wang Xiaolin: actually, at the end of 2010, I had this idea myself, but it was not very clear and mature.

Not long ago, I heard a famous brand also put forward "bend overtaking". It is necessary to make some new interpretations to avoid many enterprises blindly praise this concept, resulting in new homogenization and vicious competition.

Through more than ten years' cross group, headquarters, branch offices, general agents and even

The practical experience of every link is that for the "bend overtaking", I think the present enterprises are just slogans, rather than the real "corner overtaking".

My understanding of this concept is that "overtaking the curve" must be fast, accurate and ruthless. It is a rapid and long-standing "kill".

That is to say, "overtaking the curve" is not just a slogan. It is an opportunity for drivers to search for a long time all the year round, waiting for an opponent to make mistakes in the curve or to leave a gap for himself. When this opportunity comes, he will make an effort to get ahead of the sprint.

Reporter: how can enterprises achieve "bend overtaking" in operation or operation management?

Wang Xiaolin: in terms of the "overtaking" in the curve of enterprises, it is necessary to combine the three factors, such as analyzing the market, competitors and themselves. After quantitative analysis of the existing problems, the integrated behavior or marketing plan of a three-dimensional marketing is called "bend marketing" instead of simply "overtaking the curve", which is merely a noun explanation of single behavior.

Reporter: in addition to studying the marketing strategy of the company, Mr. Wang has also set foot in the supply system for the products. What are your suggestions on the strong brand of men's clothing and supply chain?

Wang Xiaolin: for men's clothing brands or high-end brands, it's time for personal upgrading and industrial pfer.

China

The focus of brand recognition was in the late 80s and early 90s of the last century, when the mass consumption of the people was just enlightened. The brand's knowledge contact was narrow, and at the same time, there were few channels, so the brand operators were basically Hongkong or Taiwan companies.

Then it is the business agent or operation brand of Guangdong, Shanghai, Wenzhou and so on. Finally, the whole country blooms, and every country has its own brand or market.

For men's clothing market, whether they are formal clothes, casual men's wear or business men's clothing, and even the fashionable men's clothing that everyone is talking about now, they all have the same principle. They must make an effort to upgrade the industry and pfer the industry to make the brand grow and the enterprise develop healthily.

Reporter: how to upgrade and pform on the existing basis?

Wang Xiaolin: the upgrading of garment industry is brand upgrading.

If you have a brand, you must refine your brand culture.

Enriching, upgrading and perfecting, forming a positive brand with flesh and blood, rather than a brand that is only endorsed and image shop, and also needs upgrading for enterprises without their own brand but acting brand.

Because Chinese consumers and consumption are growing, they are no longer consumed by brands.

Therefore, the agent's brand must be "upgraded version", otherwise, no matter how to carry out the "bend overtaking", it will not catch up with the market changes and the speed of the competitors.

Reporter: we know something about industrial upgrading. What about industrial pfer?

Wang Xiaolin: in terms of industrial upgrading, the industry pfer is to reduce the volume.

Specific to the brand is the channel planning.

The former channel is "flagship + image + main force + standard store", it is "specialized shop + side hall + special counter".

In the past, the economic situation was good, the competitors' competitiveness was weak, the consumption power was strong, and the relationship between merchants was stable. Now the competitiveness of all sides is increasing, consumption is weak, and the relationship between merchants is not as good as before. Therefore, industrial pfer is the channel planning.

Reporter: if the strategy of upgrading and upgrading from the brand to the supply chain?

Wang Xiaolin: the competition of commodities is actually the competition of supply chain. To strengthen the management of supply chain, we must strengthen production control.

In the past or now, there are most companies or business owners who think that production is a very simple act.

And this is the fatal act that damages the enterprise and brand. If the supply chain is out of order, the core part will be worthless, and without competition, it will not be able to move forward.

In the past, the market was good and the environment was good, so every brand was good.

Now that the age of economic globalization is coming, if you want to get rid of the market and the consumers, you must do better. How to drive the curve overtaking, the core of the goods must be guaranteed, the supply chain system must be reasonable, so that we can break through in the new situation.