Is Sink Or New Era?

Author as Clothes & Accessories Practitioners and many friends in the clothing industry feel that it is necessary to sort out and regulate what changes have taken place in the past 2013 markets. What are the ways of Jinjiang's breakout in the past 2013 markets? What is the direction of the executive level and how it is landing? Is it a sinking year or a change year? But the author thinks that 2013 of them are over, maybe it's a brand new era, but let's make a label. Maybe 5 years later, we can give a final conclusion. No matter how 2013, it will be an extraordinary year. It will write a strong brush for the chronicles of costumes.

Anta

The dialogue with Xiao Guan was started from home. As an old Anta, he even became a guide to my clothing industry. Xiao Guan not only served the star brand from Chen Dai, but also invested in Anta monopoly in his own family in recent years. I think the interview is the most objective understanding of the growth of Anta, what is behind it, rather than the official corporate manuscripts that we often see.

Over the past few years, Mr. Ding Zhizhong has been tortured. In the era of high passion, manufacturers are extremely strong in the single direction distribution system. On the one hand, they overestimate the growth expectation of the Olympic Games on the sports market. On the other hand, listing is kidnapped by the capital market.

What is the main driving force behind the Q3 quarter growth in 2014? Will the retail market in 2014 and 2015 continue to grow continuously? Or is it a strong signal for the recovery of sports brands?

1, the growth points of past performance are mainly (dot development, category broadening, area extension, unit price increase, composite growth of indicators and multi brand operation). In the face of market crisis, we think that the decline of orders in the past 3 years should be a market factor. Anta consciously carries out technical adjustment to obtain more inventory throughput period and revitalize channel inventory.

2, the channel distribution system has increased the control and integration degree. The cohesion of Anta distributor system is quite strong. The management mechanism introduced earlier has laid software support for this foundation.

3, the throughput of the original market has been adjusted by market leverage, and the market share of the fallen brand has been eaten up by Anta with more strength (software strength, hardware strength, supply chain strength and distribution strength).

4. The differentiation competitive advantage stands out. In the variety of category design, it goes out of the homogeneity quagmire to further develop to the three ends of leisure, synthesis and specialization.

5, in the marketing system, the implementation of the supporting policy is more vertical and communicated, the original lengthy replenishment period is shortened, effective inventory control is stronger, and the degradation of invalid inventory is more timely.

P.S however, Mr. Ding Zhizhong mentioned the redefinition of Party A partners, the wholesale and retail orientation of supply and demand Party B's market positioning. But at least from the small language, I can see that the most fundamental reason for Anta's growth is not the real recovery of the sports market. Instead, Anta pays more attention to the healthy growth of its own market control, product development, retail support and marketing push.

　 XTEP

Ah Yu serves a market in XTEP, which is stationed in headquarters and responsible provinces, and is regarded as a flying trapeze. When talking about 2013 hours, Yu was deep and confused, but it was also a year of competitive advance.

In the past 2013, A Yu vigorously pushed forward the process of wholesale and retail oriented work, and talked about the way of breaking out of the min Jinjiang school in the past two or three years. Naturally, such brands as ERKE have quietly carried out self positioning reform in the "corner overtaking".

What did XTEP in 2013 do?

"Crossing the river by feeling the stones," A Yu said in the dialogue, about wholesale to retail, in the previous management level is actually very rough. Did the vigorous development of the original movement create heroes in current affairs?

In the face of this deteriorating sports market, will consumers be left behind? A Yu only said that in the past year, more efforts have been made in the settlement of retail operations. In 2013, he continued to build a benchmark and stabilize the dealer team. However, the high turnover rate is the most destructive problem. If Yu says, "selling goods well is not easy to sell, but it is not easy to say, but no one sells. This is the biggest problem. What's terrible is that it's not a lot of money."

In the face of many problems, we should introduce training institutions in a wide range of retail businesses to boost our ambitions. In the face of such a small profit, the outflow of funds is also a fact. In order to stabilize their camps and ensure the survival rate of shops, they have introduced retail assistance teams to manage and sell in stores (months), and let them from new stores to mature stores, and the transfer to distributors is also the focal point of the brand side.

For the breakout in 2014, "the law of attraction" is inexplicable, and when it comes to retail sales, how does retail turn? Let me remember deeply and agree very much.

The main direction of the channel is to expand the recovery year, shuffle and wash for 2 years, and fall down many brands. There are still more opportunities in 2014.

Walking on two legs: upgrading retail stores is still arduous and can only slow down the pace. Channel expansion will further start, and accelerate the layout of factory shops, allowing the existence of diversified channels.

The dialogue between P.S and Yu, in fact, is mainly focused on the area responsible for its operation. For XTEP in 2013, it operates PUMA sports, launches TOP tidal clothing, restarts kids and women's fashion. shoes No mention was made. The author thinks, the pace of diversification of XTEP is starting in succession, but the two legs of the retail and retail can grasp well, grasp the stable, but the key point, to sink to operate well, to do well and to be strong! {page_break}

　 Qipai - Dazhi 9 Mu Wang - Xiao Li seven wolves - ah Yi chapter

For the traditional big brands, the friends interviewed by the author are very real and touching. I would like to integrate the views of these friends together, so as to recall them.

1, false economic prosperity, pushing up the cost of virtual high channel, creating a high premium; a premium that is not in line with the market rules is exposed to many problems in the face of economic slowdown.

2, does the high priced price match the brand reality? Does it match the atmosphere of the business circle? Is it compatible with the target customers? If the hardware system matches the decoration, will the service and other software systems keep up with it?

3, the traditional big suit futures mode is dominated by index orientation and fixed production rather than sales. The low turnover rate and the high cost rate, coupled with the weak selling rate, have dragged down the dealers' three carriages.

4, Fujian menswear operators are the largest group of Internet users who are hurt by the Internet. Now it is not the brand players who want to play, but the dealers do not play with you. Channel control is not strong, online business shocks, price war chaos.

5, can O2O be the life-saving straw of the brand? The core is whether the dealer will play with the branding. If there are different voices, if the Internet WEB page provides the convenience of information, the randomness of purchase has many advantages, but we think it is a display platform. The same store can also be a display platform and after-sales service center. The two sides are mutually beneficial and complementary, and the interest sharing of the two platform is the key point.

P.S I did not want to write more about the problems of Min faction, but I sincerely hope that in the past, we could concentrate more on the details and respect the needs of the main consumer groups in the society. The stronger production and supply mechanism may be the focus of industrial revival.

[BELLE - Xiao Wu chapter]

Xiao Wu's service to BELLE group has impressed me deeply in the past year's perception of retail, a young person who is willing to lay down his body and devote himself wholeheartedly to the retail business.

When asked why BELLE is so successful, can it be summed up? Speech is fragmented.

1, details: Xiao Wu entered the first day of BELLE, and his new head told him that BELLE from outside was more amazing and more exaggerated than ever. BELLE is a company that pays great attention to details.

2, data: Xiao Wu said, Lao Jiang, you do not think that BELLE has more data and modern management mode, but also used PPT data report in 2011, which is basically traditional retail.

3, culture: BELLE has a strict promotion system, few airborne troops, and even a little "family flavor". Over five years old employees are too many, old staff welfare is very good, and even retired. In addition to social medical insurance, BELLE continues to pay wages to retired employees, so the sense of belonging is very strong.

4, execution: because of a strong sense of belonging, BELLE's self monitoring mechanism is very strong. BELLE's execution is horrible and can be deeply rooted in the bone marrow. BELLE's honor and disgrace is closely related to itself.

P.S BELLE Why is it so successful? In speech, we can see the influence of culture and the internal driving force of CSR.

　 Conclusion:

00 scattered on WeChat, wrote the interview content of such a few friends, in fact, there are quite a lot of content for entering this article. But as stated in the foreword, "2013, it has passed, no matter how it may be, perhaps it is a brand new era."

A few days ago, at a party, a big brother told me a sentence: in this era of low profit, we should grasp the two core: one is the efficient compression and integration of the supply chain; the other is the deepening and appreciation of services.

We must comply with and respect the laws of the market so as to survive.