Kun Xuan Leads The Chinese Pants Industry To Break Into Cocoon And Become Butterflies.

An economist said: China's clothing industry is currently under the influence of the whole economic environment, and has encountered a strong cold current, which means that the clothing industry this year's market format may not be satisfactory.

The trousers industry is an important part of the clothing industry. It is the business of tens of millions of people. How to live in the present and seek the survival of the single brand, He Jun, chief brand planner of point to point brand consulting organization, believes that there are several bottlenecks in the development of the trousers industry brand.

Strategic bottlenecks: most trousers industry brands are in the initial stage of development, the overall strategy, the sub strategy, the lack of overall development strategy, the lack of strategic thinking, the unclear functional strategy of each department, the unclear enterprise development goals, the difficulty of achieving enterprise goals, the imperfect management mechanism, the lack of monitoring system, the lack of awareness of crisis, the lack of early warning mechanism and supervision mechanism, the unclear understanding of the core competitiveness of enterprises, the weak ability of enterprises to create and pform, and the very difficult breakthrough of enterprises.

Two, brand bottlenecks: brand development strategy confusion, brand structure is not clear, brand positioning, brand recognition, brand extension direction blurred; brand influence is weak, heavy sales and light brand, brand chief executive officer, designer and other core team members vacant, have no planning for brand operation; enterprise image, brand image, employee image, space image, product image and so on need comprehensive promotion; repositioning brand or re establishing new brand lacks systematic thinking, lacks systematic and effective brand communication, brand appeal is not accurate and clear, has misunderstanding to brand building, and does not make full use of terminal display image.

Three, channel bottlenecks: agents have begun to take shape, at the same time, many brands have been surrogate, lack of management methods for brand focus, embarrassment of multi brand agents, flat channels, and how agents can dig deep channels to consolidate their status. They are eager to get out of the way and find another way out. Team building is relatively weak, lack of core staff, recruiting, educating people, and lack of good methods for people.

The number of terminal stores is large, the brand is not enough concerned, the number of stores is small, the area is not large, and the franchisee's overall level is not high. After the weak thinking, they are not good at the management of the shop assistants, with the majority of the shops, and do not know the planning of goods, they lack the methods of stock management. The location is mostly located in the secondary business circle, and the flow of people is not good; the shop management lacks some practical methods.

Four, product bottlenecks: single product, product development capability, combinatorial capability, poor output capacity, lack of overall planning awareness, lack of overall product planning for new products, lack of strategic thinking in product positioning and structure, unclear sales of products, unclear USP proposition, unreasonable proportion of new and old products, due to factors such as rising raw material prices, rising average wages of workers, lack of sales and other factors, resulting in a more concentrated inventory problem. The inventory problem actually causes brands and agents to have a headache, and more than 1/3 of the agents have a stock crisis.

In the 2012, brand development was a long way to go, China.

Brand, are you ready? Khan Xuan, as an outstanding representative of the Chinese trousers industry, has a high reputation, reputation and loyalty. It is highly favored by consumers. Based on the international perspective, in 2012, under the background of the country's vigorous development of cultural industry, Kahinna faced the lead in leading the brand pformation of the trousers industry. The rapid pformation of enterprises has a significant impact on the development of the industry. It is a major responsibility for the successful pformation of the single product brand. The pformation thought of Khun is: "the winter of the industry is the spring of katsua, and the adverse situation of competing products is the prosperity of Khun that is the only way to make the first category, and to create the absolute superiority of category 1! It is fast ahead of the second tier.

We should speed up resource integration, break through bottlenecks, and find a magic weapon for victory. Everyone will take a small step forward and a big step forward for enterprises.

We should pursue the development direction of specialization, standardization and scale, strengthen the function of brand service, strengthen cooperation with upstream and downstream industry chain, innovate service value system, pay attention to the dissemination of brand value, release trend and international exchange, further deepen brand's influence in the country and internationally.

Card Xuan science follows the law of enterprise growth scientifically, and takes the lead to divide the brand development into three stages: the first stage: the pioneering stage, the core of the work is mainly the product operation, and the enterprise is to work through competitive profits.

The second stage: expansion stage, the core of the work is brand management, through specialized operation of competitive core staff, intensive cultivation of the brand, so as to become stronger and bigger.

The third stage: the mature stage, through the competition organization and the system, carries on the strategy control and the cultural rule, lets the enterprise evergreen.

At present, the brand is in the second stage. In 2012, the brand will launch a heavy attack, clear the direction of work, grasp the brand at all, build a brand carrier for three years, extract the core value of the brand, formulate the brand development strategy, revise the direction of brand extension, improve the brand structure and work out a feasible development plan.

We should build a general agent management mode, formulate a channel development plan, improve the operation plan, seize the commanding heights of the market, create a profitable business system and import a multi store operation management mode.

Study hard, constantly explore, analyze the industry situation deeply, stick to the principle of honesty and credit, carry out the brand management concept of the enterprise, innovate the thinking with the market, innovate the marketing way, and open a unique Avenue with a unique business mode.