How Clothing Management Should Deal With Market Depression

Apparel industry

With the gradual deepening of the recession, few garment enterprises did not lose at the end of the year, and many garment enterprises closed the market at the end of the year.

Does this mean that the clothing industry is no longer a profitable industry? The answer is of course not so simple, because last year there were still a very small number of garment and garment enterprises.

According to the author's observation, a small number of garment enterprises are still in an invincible position last year. They are still the leading clothing enterprises in the past years. Such clothing enterprises have strong adaptability in the clothing market, and more importantly, they have "very unusual practices" in the very special period.

From the objective demand, the clothing industry itself also has a bubble, and the rush to rush into mass action can not last long, because there are so many small people in it, so that most of the small and medium-sized garment enterprises that rely on the weather and have no competition to take the lead are out of the market. This is a necessary process for the rational development of the clothing market. Now the clothing market depression is testing the competitiveness of the garment enterprises on the other hand. The survival of the garment enterprises in the business state is the "leftover" of the "King".

The clothing enterprises that are alive now have two distinct ways of life since the second half of last year, one is dead support, which has a certain foundation in the industry. There is also a little old version in hand that can be consumed for a long time and will be used as a way of "omission" for the winter.

Another clothing enterprise is actively responding to changes in the clothing market, and the demand for clothing market has decreased.

The market share of garments can not be reduced and living in the winter in the way of "doing".

Many garment enterprises are obsessed with the clothing market in previous years. They can also earn money by closing their eyes. Many garment enterprises are looking forward to the revival of the garment market.

In fact, these ideas are unrealistic. From the perspective of the developed countries, after the economic development reaches a certain level, the growth rate will decline overall. The demand for clothing market will not be crazy. The profits of garment enterprises will also decrease. Garment enterprises will make money by expanding their scale, and the capacity of all industries will be highly concentrated. A few garment enterprises will occupy most of the market share of clothing.

China's economy has been in the initial stage of development. Now it is very difficult for businesses to find ways to get customers to come.

Of course, this is not the case for small garment enterprises. Many garment enterprises which have certain influence in the industry have also lost their way in this financial crisis.

The author once said that "the dynamic nature of the clothing market often makes experience worthless".

It is quite appropriate.

In the first half of last year, most clothing enterprises were basically the same as the previous year's marketing plan. The practice also took the version of the previous year, taking the advertisement of clothing and garment enterprises as an example.

Later, advertising is not working, clothing companies can not think of good advertising strategies, the media agency is also powerless, try several times or not, simply give up do not vote.

However, there must be a very good advertising strategy in a very special period. It is no longer a product plus a preferential price that can be gathered into popularity. Rather, there must be a very attractive sales promotion campaign, which can make consumers feel tempted by the clever expression of advertisements.

Other marketing channels are no exception, because the total demand for clothing market is decreasing. It is no longer a salesman running around and can pull customers. The goal of marketing customers is to be more precise.

In short, in a very special period, it is to negate the original practice and re understand the needs psychology of consumers. On this basis, we seek a brand new terminal strategy.