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2013 Analysis Of The Operation Mode Of Garment Industry

2014/1/6 16:44:00 46

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1, operation mode scanning

before looking forward to the operation mode, it is necessary to talk about the current situation of < a href= "http://www.91se91.com/news/index_s.asp" > < /a > > < >.

1. the domestic clothing market has so far been the mainstream mode of wholesale circulation with the agent system as the core.

The most popular way of saying this is to raise a son for a factory.

The agent system of 2. has already existed in name only. The agency contract has no substantive constraint on the agent, and the agent has never put any contract terms in his eyes.

3., it has become a memory to order an agent to pay for the first batch of 30% at a time, and the order system has been declared dead. Now, many manufacturers have finished the first sale.

4. now the agency system has evolved into a buying and selling system. Many manufacturers have already paid the money in one hand, but not on credit.

Under such operation, the agent's maintenance of the regional market is greatly discounted, and some even do not maintain the market at all. It simply takes the goods back to the exhibition hall, has customers to take it, and does not have customers to take it back.

5.. At present, such a situation, apart from taking a little goods back, the brand growth in the region, image building, publicity and promotion, network layout and so on are almost blank. That is to say, the operation has actually gone backwards;

6. many brands still have such a mode of operation, because there are no second ways to go, especially under the impact of the electricity supplier, many brands are actually lingering and unsustainable;

2014: operation mode:

The game, internal friction and even breakup among companies between 1. will be concentrated in 2014.

Because the brand has no channel control capability, with the breakup of the manufacturers, a large area will continue to shop;

2. manufacturers will unilaterally bear the pressure of stocking stock for the market. Therefore, the manufacturers' capital chain will be tight or even broken, especially for small and medium-sized brands.

It can be predicted that in 2014, many small and medium-sized brands will face bankruptcy because of the capital chain;

3., agents do not want to give their sons to the manufacturers, because the trend that they want to raise their own sons is to develop their own brands will accelerate; and integrate the terminal of the regional market to form a chain; this further cuts the market share of the existing brand and aggravates the market competition;

4. many single store franchisees have strong control ability, but under the impact of the electricity supplier, the profits will decline and the franchisee will accelerate their pformation.

5. abandonment of agency mode, brand promotion will accelerate (electric business is a mode of direct operation);

6.2014 years is still the garment industry from the wholesale circulation of agent system to retail operation over a year, so the various contradictions between manufacturers will burst.

Many small and medium-sized brands without strength can suffer from the "shock type" crisis due to the withdrawal of agents;

two, channel layout scan

1. now for a brand, online and offline are already an integral part of the channel layout strategy;

2. many traditional brands have a misunderstanding about the electricity supplier, that is, the electricity supplier is a business mode of the brand. In fact, the electricity supplier is only a channel of brand, and is a channel selection problem under the brand development strategy;

3. the reason for the rise of electricity providers is the development of Internet technology. The reform originates from the business mode, which stems from the development of consumer culture;

4., advocating a solid store as stable as a mountain, the electricity providers are not worried about the people, not ulterior motives or brain damage; similarly, advocating the electricity supplier is the king, the entity must die, too;

Shops with P, 5. street shops, no experience stores, products with no characteristics and no price advantage will be closed, but shops in department stores, shopping centers and complexes will still develop;

6. although in the long run, a brand must be integrated into the "online and offline" wings, but in 2014 many brands will still be entangled in how to choose between the two contradictions.

7. as a whole, in 2014, the electricity supplier was still very aggressive, and the physical store was shrinking step by step;

8. three or four line market is a bright spot. With the advancement of urbanization, the three or four line cities with vast rural areas as the hinterland will burst beyond the imagination of consumption capacity;

9. online, whether Tmall or Taobao is no longer suitable for small sellers, small brands survive, Taobao Tmall has become the stage of big brands.

The survival of small and medium-sized brands in Taobao Tmall will be even more difficult.

10. many brands will complete the online and offline price and product segmentation, especially with Tmall stores.

That is to say, the same price and goods will be synchronized between Tmall shop and a special counter on the line. From this year's double eleven, this trend is obvious;

11. as a whole, the 2014 online market will usher in a shop trend.

The shortage of talents in electric power operation is hard to find;

12., the entry threshold of the electricity supplier has been greatly improved, just like that when you were seeking to enter a first-line department store, it is no longer the same. Now, many brands want to enter Tmall, which is also very difficult;

13. there will be a big breakthrough in mobile e-commerce and social electricity providers;

14.. O2O, which is very popular now, is only a brand operation mode choice. It will be a useful supplement to the entity and the electricity supplier. It will even replace it. In 2014, the clothing brand will accelerate the operation of O2O, and the brand will also succeed.

supplement:

In the 15.2014 years of P, increasing convenience services in clothing stores will be a trend.

three, marketing operation scan

first make a brief introduction to the status quo:

1., the wholesale mode centered on agent system mainly revolves around the few agents such as agents, franchisees or general merchandise merchants, namely the niche market; in essence, the direct business or the electricity supplier is directly facing the consumer, that is, the mass market; the small market is selling the warm face, and the small market is surrounded by several core customers of the agent's boss; and the mass market is facing consumers, directly dealing with consumers;

2. now the clothing market is in the pition period from mass market to mass market;

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3., when the agency system has been abandoned in the actual operation, many brands lack their marketing operation thinking and the malpractice of the team has been mercilessly revealed.

4. now manufacturers have actually become "full time babysitters", and agents are only pure goods logistics pfer stations;

5. now many brand marketing is in deep trouble because these brands still operate the popular market with the method of running small market;

6. because many brands themselves do not have core competitiveness or lack of intrinsic driving force, so in the era of niche, the so-called marketing of these brands is basically three axes:

A, human sea tactics: cut the leek to look for customers in the whole country; kill a batch and find another batch;

B, two sessions (investment promotion, training meeting): find all kinds of masters to brainwash customers; the two sessions become the core competitiveness of the brand; therefore, the greater the brand, the stronger the core competitiveness of the brand; the liveliness of the two sessions will become a barometer of brand development.

But it can be said that any brand that relies on the operation of the two sessions precisely shows its lack of core competitiveness and the lack of its operation capability;

C, three collage (policy, distribution, and human relations): the policy not only focuses on the discount, but also on all kinds of incentives from manufacturers, such as ordering gold, silver jewelry or motor vehicles;

2014 marketing operation scan

1. thought that the registration of an account in micro-blog and WeChat is a matter of micro marketing, which still exists;

The spring tide of the so-called "brand WeChat public platform" started to cool down at the beginning of the 2.2013 half of the year P

3., in the market operation, we still look for agents and franchisees like cutting leek, and unlock the stock of brands;

4. on the promotion and promotion, many brands will still be keen to publish a history of heroes in the small magazines of the industry;

5. will still adopt the way of master training to fight chicken blood in customer maintenance; PS: in the face of several agents, they can be locked in a small black room for brainwashing, but in the face of consumers who do not know where they are, how do they brainwash?

6.2014 years may be a watershed of brand marketing, persistently indulge in the illusory and prosperous brand made by oneself, they will still turn a deaf ear to what is happening outside the world, only in their own world, Laozi is king; and those brands that have keen insight on the market may take off and embrace the Internet and mobile Internet actively;

7. WeChat and micro-blog will gradually calm down after the noisy bustle, but they may play a greater role.

Especially for micro-blog, some people think micro-blog can't do it. In 2014, micro-blog still can not be replaced;

8. domestic consumption environment and consumer habits have changed.

Therefore, the operation of brand marketing must change, but many brand teams or operators do not have brand marketing standards in the new environment.

That is to say, many brands will have a headache for the lack of excellent salesmen;

9. many brands and local tyrants have a special interest in the operation of small businesses. New media marketing (Social Marketing) brought about by the Internet or mobile Internet may still be ignored;

10., if the marketing mode of traditional clothing brand is still the 1 edition, then the mass market brand marketing is the 2 version.

11., that is to say, the short Marketing Board of clothing brand will not change in 2014, and in the new environment, the harm brought by this short board will be magnified. Only for the marketing sector, 2014 will also be a watershed for brand development: or sink into it and move towards new life.

comprehensive supplement:

> a href= "http://www.91se91.com/news/index_f.asp" > clothing > /a > brand internet pformation and upgrading ideas: 1, "fast digestion" layout of mobile terminals, brand need to cross the border marketing and social networking; 2, product quality, story telling, re recognition, using soft and hard method to do ecology; 3, channel new changes, online seek business breakthrough, offline experience and sales O2O integration pformation.

four, classified scan .

1. men's wear > /strong > /p >

"P > A, 2013, men's wear has been a bad day, so this bitter life in 2014 has to continue;

B, especially those traditional menswear brands with high style in CCTV, are expected to be even more sad in the following days. These brands rely on CCTV slogans to shout out a market more than ten years ago. After more than ten years, they still shouted slogans in CCTV, but no one has listened to them now, so their desolation is affirmative;

C, in 2014, the traditional brand will increase the pace of the electricity supplier, because this year's double eleven people have seen that, in the case of physical channel atrophy, the electricity supplier is their most important sewer;

A notable feature of "P > D" and "2014" is that the traditional brand entities will also turn to the cleanup of the stock as a whole, because it is no longer important to live without loading and unloading;

E, from the 2013 situation, the whole men's clothing industry does not have a deep understanding of its own crisis. Maybe these brands are too bloated and clumsy. They want to finish the light turn. It's too difficult to make a smooth turn. The bloated and clumsy is that these brands carry too much inventory. Therefore, handling inventory in 2014 is the mainstream of the whole industry;

F, when 80 or 90 years later, after ignoring these men's clothing brands that have been calling slogans in CCTV for more than ten years, the men's wear brands that meet their tonality may emerge as the times require. These brands will emphasize individuality more and conform to the aesthetic claims of the post-80s generation;

G, in addition, men's clothing will not appear as a sports brand like a large area of closing shop? 2014 is very possible.

2. women's wear > /strong > /p >

The biggest news in these years, A and women's clothing industry, is the exception of the brand in 2013. There are also the concepts of WeChat marketing and O2O, which are made by ONLY, VERO MODA and Jinyuan costumes.

B, the women's clothing industry has been mixed and not large, many and not strong; many brand operators are immersed in the small market operation mode; they are not able to extricate themselves from the Internet and all the new things that have been spawned by the Internet;

C, 2014 is the number of small and medium-sized brands will not withstand pressure;

D, in terms of electricity providers, the traditional women's wear brands are far from being effective. In 2014, they should intensify their efforts. Then the electricity market in 2014 will be very lively;

E, in the operation of the entity channel, is still pursuing the small market operation of the set, or is looking for agents to join the business and worry about it;

F, there will be more personalized and bright women's clothing brand; after all these years, we have been tired of those European and American Shanzhai products;

3. underwear

A, in the whole garment industry, the underwear industry is probably the most Unfavoured one in 2014, because a href= "http://www.91se91.com/news/index_c.asp" > underwear industry < /a > is an industry that has been completely disrupting by the electricity supplier. Bra, underwear, thermal underwear and basic underwear are all exceptions;

B, from the data of double eleven this year, buying underwear on the Internet has become a habit of consumers.

That is to say, the old habit of buying underwear in a physical store has been completely changed by online shopping, and buying underwear on the Internet has become a habit of life, which is very terrible.

Therefore, the underwear channel in 2014 will be very difficult;

C, in terms of e-commerce, many brands will be forced into the operation of the electricity supplier, because this is one of the ways of self salvation.

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D, underwear full range of all categories is a trend, and the operation of fast fashion is a strategic choice. In physical channels, the best brand to practice this concept is the urban beauty, followed by the cat people.

So in 2014, can this pattern still hold? Once again, make a judgement: the trend is right, but it will be very dangerous if there is no adjustment in the layout of the channel;

E, the underwear industry will form a large brand monopoly group. In fact, the electricity supplier has already had this trend. In terms of underwear business, the sales of the front brands may be dozens of times that of the latter brands, that is to say, the sales of other brands can be negligible except for brands within TOP50; in 2014, the small brands will be more difficult in the electricity supplier;

F, in the aspect of entity operation, on the one hand, it is dominated by means of small group. Secondly, this means is more and more challenged. The differences between manufacturers are aggravated and the terminal atrophy continues;

H, the underwear industry's most distinctive feature in the physical channel is the comprehensive underwear store. This street shop is subject to the pressure of shopping experience and rent. In 2014, this mode will be challenged and even closed.

4. Sports > /strong > /p >

The biggest attraction of P 2014 is whether the sports industry will really recover. Not necessarily.

5. casual wear > /strong > /p >

A and Mei Bang attract everyone's attention. Therefore, the other issues like a href= "http://www.91se91.com/news/index_h.asp" and "brand /a" are ignored as if these brands live in the shadow of American state. But in 2014, these problems will be put on the media, and the title will be used: XX leisure brand will lead to capital chain breaking "/p" due to inventory.

B, leisure has similar underwear industry, the price is breakdown by electric business, plus serious homogenization, in 2014, it is very difficult in entity channel and electricity supplier;

C, tide card will be a bright spot, which deserves attention in 2014;

6. children's wear > /strong > /p >

The policy of "P > A and the release of a second child by the state has made the whole baby industry full of expectation;

B and children's wear in 2014.