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Fujian'S Clothing Industry Is In A Crisis Of Confidence, And The Adjustment Of Business Ideas Is A Pressing Matter Of The Moment.

2014/8/15 22:41:00 34

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Fujian Clothing Industry Trust Crisis Business Ideas Urgent Matter

> a href= "http://sjfzxm.com//business/" > Anta < /a >, PEAK, Qipai, 360 degrees, seven wolves, and Li Lang... The shuffle of Fujian's clothing industry is in progress, which has almost become an irreversible trend, and this round of adjustment seems far from over. To be sure, the former simple and crude growth mode has lagged behind. After the wave of the sand, enterprises must have precise brand positioning and meticulous management and control. 
 what is the root cause of the trust crisis in Fujian's clothing industry? How can we solve the problem of enterprises in the face of the pain of spanformation? The key way is CEO Zhang Qing, a sports consultant, to make an exclusive interpretation of this problem. 
 the voice of the economy: at the beginning of the program, we quoted the former executives of Fujian Yi Jia clothing listed company. In the two sentences, we used the word "fear" three times, and added that "the industry is chaotic" and "the business is dispersed". What are the difficulties facing the Fujian clothing industry that once dominated the concept of sport and how it is facing the wind? /p
 > a href= "http://sjfzxm.com//business/" > Zhang Qing < /a >: now the whole Chinese garment industry is not only Fujian but also Guangdong and Jiangsu and Zhejiang provinces. They are in a stage of overcapacity and overproduction. The formation of this situation comes not only from the problems of the enterprise brand and product homogeneity, but also from the international fast fashion, including the impact of the electricity supplier. This is the general trend of the whole industry. As a relatively concentrated area of clothing brand, Fujian may reflect more prominently. 
 the voice of the economy: I have seen your point of view before that the shuffling of the clothing industry is in progress, and the trend is hard. This is a trend that can not be reversed. This round of adjustment is far from over. How long will this adjustment period last and how much pain will we feel inside? 
 Zhang Qing: in fact, this adjustment is a necessary process for the industry to develop to a certain stage, because our clothing enterprises have spanferred from the past OEM (foundry production) from the European and American markets to simple processing, and later to carry out very simple branding operations, including the so-called simple and crude style of play, the wholesale mode, the rapid growth and the horse racing enclosure, and the value created by enterprises in this process is relatively low. We know that the development of any enterprise must comply with the law of value creation, so I think that this adjustment will continue in the future and basically will not stop. Judging from the global clothing market, there are very few enterprises that can survive for hundreds of years. Apart from individual luxury brands and some niche specialized brands, it is a new generation of clothes and old clothes that are constantly being adjusted, forcing our enterprises to continuously optimize their business practices and constantly upgrade their brands. Of course, the ultimate benefit is the market. Consumers have more diversified choices and can have more cost-effective products. 
 the voice of the economy: at the beginning of this year, besides crocodile debt, a lean garment company in Quanzhou, a 25 year old clothing enterprise, was also listed on the market because of its surprise attack, but it failed finally, but it had to go bankrupt and finally was auctioned at 25 million. There are more and more enterprises falling down. There are some very urgent problems to solve. For Fujian, how to solve the current thorny problems, such as debt problems, running problems and so on. 
 Zhang Qing: China is a legal society. These problems are dealt with at the legal level. As an enterprise, it must be based on the basic principle of good faith, which should be eliminated. As for those companies who still want to run in this industry, the most important thing is to adjust the whole management mentality. At this stage of China, especially in the field of clothing, it is becoming more and more difficult to make money. We must consider sustainable development and steady growth, especially considering value creation. Many of our running enterprises, in fact, do not have the competitiveness of the market, neither have their own R & D team, nor do they have their own supply chain and strict management system. They rely on OEM and even take other brands' products, tear up trademarks and paste their own brands to sell them. Such a way is not easy to be eliminated. 
 the voice of the economy: if we want to continue to develop in the garment industry, we must spanform. Let's talk about the direction of spanformation. What is your suggestion? 
 Zhang Qing: although some of our bad enterprises have been eliminated, we also see that the development of enterprises including Anta is relatively healthy. Its spanformation from wholesale to retail has received substantial results. In fact, it has played a good exemplary effect, that is to say, enterprises must make essential improvement in their own business and management field. I think there are still opportunities in the relative market segments. For example, there are many opportunities in the fields of sports and outdoor areas. In addition, in our retail industry, if some enterprises have a certain scale of shops and a certain degree of optimization and spanformation, it is also a good choice to do retail business. 
 editorial department: spanformation is the top priority for enterprises. 
 comment editor Xiao Yi: there is a common spiritual slogan in Fujian businessmen: "love spells to win." It is precisely this spirit that created the garment industry that had flourished for a while, and it also created a situation of uncertainty today. 
 in the middle and late 90s of last century and around 2008, Fujian entered a stage of vigorous "licensing" movement. At the same time, brand development is still not out of the "brand name" suspicion, and the international brand has the same word for marketing brand is not few, brand homogenization is serious, many brand behavior has also led to a serious surplus capacity. 
 in recent years, although the international economic situation has been well affected, China's garment industry has gradually recovered, but the phenomenon of partial oversupply is still more serious, such as sports, leisure and other garment enterprises are facing high inventory problems. 
 in fact, one of the main reasons for the spanformation of China's garment industry is that it is difficult for domestic enterprises to take the low price route. Because of the rise of handicraft industry in some Southeast Asian countries, the low cost of manpower and raw materials, and the high price advantage of products, large enterprises such as Nike and Adi have entered factories, while the cost of manpower and raw materials in China has been rising, which has greatly affected the profitability of enterprises. 
 with the rise of the Internet age and the mobile Internet, it is foreseeable that the development mode of the apparel industry in the future will be the coordinated development of online and offline businesses. The functions of the offline stores will be tilted to the display, and online or evolve into the main channel for sales. The rents of offline channels have been rising, which has greatly weakened the profit margins of enterprises. Meanwhile, consumers' shopping habits are changing gradually. Online shopping domestic enterprises need to adjust in time, otherwise it will be difficult to occupy the channel advantage in the future market development. 
 golden age will pass. Next is the "scrap iron era" or the "platinum era". It depends on what road the enterprise chooses.