Clothing Enterprises Should Slow Down And Walk Steadily Until They Go Far.

In 2012, for

It's been a pretty tough year.

On the other hand, it is even difficult to digest the high inventory of discount sales. On the other hand, it is a crisis of halving orders in the winter. How can we get a breath of breath under the heavy pressure and continue to move forward? How to reverse thinking and occupy the commanding heights under difficult circumstances? This is a test of the wisdom and courage of entrepreneurs.

Raising prices is not necessarily a miracle.

Some say it is rising.

Price has driven the growth of clothing retailing.

From the relevant statistics, we can see that this is true.

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.

In the second quarter, retail sales showed a marked recovery 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 noting that

The amount is another thing -- the total volume of clothing retail sales increased by only 0.99% in the 1-6 months of 2012.

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."

Wang Xiang, like a reporter, pointed out: "according to the principles of economics, it is not necessary to raise prices in adversity, especially for those whose target consumers are middle end brands.

Therefore, raising the price is seeking death, and joining the chamber of Commerce has objections, and consumers will react.

In times of prosperity, we have repeatedly raised prices, and mentioned that virtual high is also only superficial wealth, let alone at this time is adversity.

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."

Shu Lang understands the necessity of buying 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.

Reporters learned from Shu long company that this year, in terms of employee benefits, the company has also made efforts to enhance the spirit and 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 payment 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 the Department staff outdoor outing, the target shooting, closes to the nature.

He thinks that only when employees relax, they can work well and enjoy life.

At the annual meeting and the order meeting, the art and art party, as well as the skills competition and the singer competition are welcomed by the staff, and the company has added unlimited vitality to the enterprise.

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.

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.

international

Mr. Wang Xiangsheng, President of brand development management center, has raised the attitude towards employees to the height of life and death of enterprises.

YOUNGOR holds the weapon of war.

In fact, for the crisis brought about by the 2012 economic globalization, even in the Chinese community, with the seniority of the seniors, the famous menswear brand YOUNGOR, with DP, hemp and so on, has to be cautious and strive for improvement.

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 future.

Expectations. "

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 of Shu Lang, attracting a large number of talented designers from home and abroad to join together 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.

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Slow down and steady steps can go far.

Wang Xiangsheng, President of the international fashion brand development management center, told reporters that the recent exposure of enterprises generally reflected that this year's situation is not very good, such as orders for orders will be slipped.

But the reason is that there are more internal reasons than external ones.

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.

So,

We should reflect on whether it was too severe before, or even harsh conditions for the franchisee to order the minimum quantity of orders.

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.

Therefore, for the current Chinese brand, we should slow down, reflect on our own way of development, consolidate the foundation, accumulate energy in the crisis, and wait for sublimation after precipitation.