He Jun: Looking For Light In The Dark Of Textile And Garment Industry

< p > > a target= "_blank" href= "http://www.91se91.com/" > textile < /a > a target= "_blank" href= "_blank" > clothing crisis and opportunity coexist. There is no weak market. Only weak enterprises, how big a industry can be done depends on its market growth space, how much influence can an enterprise have on brand effect, brand growth has achieved industry value, brand cluster strength has created industry status.

As a branch of < a href= "http://www.91se91.com/news/ > garment industry < /a >, garments are more and more subdivided, have great development space, expand market capacity, and at the same time, many well-known brands of clothing in China, and brand pioneers set a good example.

How does a brand stand out from the big environment and become a leader in the industry? This is a problem that every entrepreneur is thinking of day and night. He needs to constantly break through and innovate continuously from the weak to the strong, and how to find the best breakthrough. He Jun, a point to point licensing consultant, thinks that he can make breakthroughs in the following aspects; < /p >

< p > online and offline interactive OAO mode.

Internet sales are the main businesses that run entity stores.

It mainly solves the problem of increasing proportion of consumers' online purchase and large inventory under line.

The same SKU multi band listing; online and offline commodity planning co-ordination; quarter end inventory is very low, generally less than 5%; offline skills copied to the online, squeezing the existing cable dominated brand survival space; has online and offline two routes, because of high profits, will produce a butterfly effect.

Online shopping will be a new backbone of leapfrog development: "people come in every day and some people leave the market in a sad way".

Large enterprises that do not enter e-commerce will lose their future. Small businesses without considering e-commerce will have no future. The era of "e-commerce or business without services" has arrived. From B2B to B2C, the scale of e-commerce pactions will exceed 2 trillion yuan this year. The total retail sales of domestic consumer goods will reach 18 trillion and 390 billion yuan. In the first three quarters of this year, the total retail sales of consumer goods will be 149422 billion yuan. From these figures, the size of e-commerce pactions will be estimated to account for about 5% of the total retail sales of consumer goods.

The garment industry must accept this new model.

< /p >

< p > brand operation platform enterprise.

Occupy more market segments of subdivision, offset the impact of commercial real estate and avoid being at a disadvantage when dealing with monopolistic channels.

By means of capital, we can integrate different positioning brand enterprises, make overall planning for supply chain, channel development and dissemination, plan resources in a unified way, and achieve strong structural efficiency. Brand design, terminal management, customer management and other personalized work are carried out separately, forming synergy between brands.

Industry integration: if a single brand operation enterprise is not large enough, it will become an integrated object; there will be industrial capital that can compete with commercial real estate and monopolistic channel capital, and most likely represent China's opportunity to become a world-class enterprise.

< /p >

< p > custom, < a target= "_blank" href= "http://www.91se91.com/" > designer /a > brand.

With the upgrading of China's consumption, high-end customization and the consumption pattern that is separately served by designers, price is not a problem; the enjoyment in the process is the core; the proportion of the existing high-end brand customization is improved; the technological system of brand operation has changed, and the core competitiveness has changed.

< /p >

< p > online brand.

Such as fan, dream bazaar and so on.

Simple online brands will continue to emerge.

Like a physical store, it is based on the behavior characteristics of human beings in virtual space.

Brand is the product brand, relying on online consumer behavior to lift the brand.

It is not platform companies, and Taobao and Tencent are not one category; powerful data processing capability; strong capability of behavior tracking and analysis.

The total consumption under the diverting line leads to a real brand based on online sales, which does not require physical shops, and the most challenging challenge to supply chain and logistics, and to integrate the supply chain system of the domestic apparel industry.

< /p >

< p > fast fashion brand.

Buyers' brands already have their embryonic form.

Fast fashion is also a dream pursued by China's < a href= "http://www.91se91.com/news/index_c.asp > clothing enterprise < /a >, and will appear sooner or later.

Mature buyer system, integrated supply chain, quick response, supply chain reaction speed should be reduced to "20 days" below; strong IT system and process management capability.

< /p >

< p > brand collection shop.

Retail industry is undergoing pformation of channel structure and selling to buyer's market: channel revolution and price equality will bring about a re division of the industry pattern, and the trend of flatten and direct operation will be the general trend. In the medium and long term, the consumer market will enter the stage of "consumer is king" and "brand is king".

Focus on innovation and create a young, fashionable and personalized shopping experience.

Commercial real estate is becoming more and more strong in brand and the pressure of rent is getting higher and higher. Commercial real estate has begun to adjust the distribution of interests among brands. Many brands and big stores have become a trend. Multi brand sharing storefront resources and unified store management are channel capital rather than production capital, and have the ability to compete with brand and commercial real estate.

Further differentiation of brand camps, the survival of non distinctive brands is more difficult, further intensifying the monopoly trend of terminal resources, and conspiracy between channel capital and commercial real estate, exacerbating the integration of garment industry.

< /p >

< p > mobile shopping: online shopping is also dependent on cloud computing; compared with total e-commerce, the share of mobile shopping is too small; it is expected to occupy a considerable proportion in the next few years.

Retailers are still at a loss as to how to respond to changes in consumer behavior.

Through mobile phones and IPAD terminals, there are more and more online shoppers at any time and anywhere.

In the third quarter, the scale of China Mobile's shopping market was 15 billion 640 million yuan, an increase of 401.3% over the same period last year.

Mobile phone Taobao's 2012 traffic increased by 6.4 times; Jingdong mall in 2012 mobile terminal download more than ten million, mobile orders exceed the total order 6%; Dangdang network after the mobile phone Dangdang only half a year, traffic has reached 20% of the total traffic.

Tmall has launched a "pagoda" based on the strategy of data sharing platform, and the Jingdong mall has invested 4 billion yuan for this, and the clothing industry must be visionary and prescient.

< /p >

< p > micro marketing: explore new ways of brand communication.

Garment enterprises are under great pressure, and marketing methods have been quietly upgraded. The enterprises in mind use micro-blog to tell consumers how to consume.

Micro-blog forwarding is very high, good word of mouth ten, ten Chuan hundred.

Word of mouth marketing.

Micro-blog's wave permeated all walks of life, personal registration of micro-blog, enterprise registration micro-blog.

A good interaction platform between enterprises and consumers.

For garment enterprises, the pace of marching into network marketing is a bit late. The Internet market is still waiting for the development of a blue ocean. Whoever enters first, plans carefully and takes the lead in the first place will win the opportunity and win the market in the industry competition.

< /p >

< p > establishment of garment channel Committee.

The purpose is to deepen the research on terminal retail channels, guide the layout of all kinds of clothing brands in shopping centers, further enhance the attraction of retail channels of clothing brands, and promote the healthy development of China's "a href=" http://www.91se91.com "clothing brand" /a retail channel.

From the investment and development of commercial real estate to investment promotion, and then to the determination of the rhythm and strategy of opening stores and the integration of the whole production, supply and marketing system.

< /p >

< p > professional market: increase electricity supplier investment.

Driven by the venture capital drive of the previous two years, it has been pferred to traditional enterprises.

The venture capital driven business enterprises begin to do the right to speak to the supply chain on a large scale, while the traditional retailing and circulating clothing enterprises generally begin to take advantage of the existing supply chain and turn to the Internet market.

Industrial clusters around the country began to vigorously develop the e-commerce industry park officially opened, aimed at promoting the common development of the traditional offline market and online market under the environment of e-commerce, and achieved a historic breakthrough in the scale of the annual network sales of the park enterprises.

< /p >

< p > > in short: < a href= "http://www.91se91.com" > clothing enterprises < /a > firmly grasp their core competitiveness, integrate internal and external advantages, fine manage the supply chain system, break through the bottleneck with mode, speed up the market, protect the interests of customers by quality, change the symptoms of slow reaction, large waste and high inventory, and build effective management mechanism with fast response, good quality and strong social responsibility. Only in this way can we lead the market and seize the commanding heights of the market.

< /p >