Some Inspiration From The Breakthrough Of "Touches" In Traditional Clothing Enterprises

　　 Traditional clothing The industry is facing unprecedented impact. In the first half of this year, the Lining group closed 1200 inefficient stores, and the proportion of stores closed up to 15%. In the third quarter of this year, Giordano closed a total of 74 retail outlets, 63 of which were located in the mainland of China. Before the clothing industry, simple and extensive epitaph breakout tips may give some inspiration to the industry.

"To establish supply chain synergy, the cost of inventory can sink 40% in the supply chain." This is the secret of winning the new clothing pants of Sun Rongguang.

Economic guide: as a veteran soldier who has worked in the traditional garment industry for more than 20 years, what do you think are the main problems facing the traditional clothing industry?

Sun Rongguang: the clothing industry is facing increasingly fierce market competition, resulting in huge channel inventory. Traditional clothing enterprises mostly adopt the order meeting system. Clothes such as late summer and early autumn are likely to be made in spring last year. Under the development of this supply chain, the homogenization of products increases, the price of goods increases, and the efficiency of sales decreases, resulting in slow turnover of capital. When a product is sold well, the output will increase in the rear, but subsequent sales may lag behind, which will increase inventories in an invisible way.

The vicious circle of this industry chain has brought many garment enterprises into a downturn.

Economic guide: how do you solve the problem of "going to stock"?

Sun Rongguang: as a matter of fact, Clothing brand To a certain extent, competition is not a high performance, but rather an inventory capability. Who will first clean up inventory to a reasonable level, so that the channel to restore vitality, who can be the first recovery in this low tide.

With the establishment of supply chain coordination, inventory cost can be reduced by 40% in the supply chain. Before the production of clothing was ordered six months in advance, we had to make a lot of inventory problems. The Kaku team proposed that the supply chain should be optimized to make joint breakthroughs with manufacturers. If the pressure fabric is not pressed, you can change the style and adjust the order at any time. For example, further optimization of pressing cloth, no pressure fabric, ahead of time, weaving white germ cloth in cloth factory, and adjusting the color and quantity of finishing dyed fabric at any time.

Economic guide: mode and channel control are very important, but for consumers, product quality and user experience are equally important. How to choose the use of driving and office?

Sun Rongguang: the emergence of Kaka is "seize the opportunity of combining the garment industry with the post automobile era, take customer demand as the starting point, and provide customers with lifestyle words."

An unexpected traffic jam on the highway made me find business opportunities. It is uncomfortable for drivers and passengers to sit in a small space for a long time. From this, we can think that the most comfortable demand of the business travellers who travel by office is the comfort of travelers who travel by car. If we can satisfy their requirements for comfort, the entire clothing market will be opened up.

Economic guide: what are the effective strategies for the marketing strategy of the online store?

Sun Rongguang: our new sales model has adopted the way of "shopping mall counters + e-commerce + car 4S shop system + Morgan group customization", which has greatly solved the problems of product sales mode, price profit, brand positioning, business invitation and so on.

Shopping malls High-end brand The cluster effect can attract almost all high-end consumers in the locality. The Kaka pants can directly target the target group, and play a multiplier role, saving a lot of advertising investment and brand positioning costs. Meanwhile, the shopping mall counters can play the role of flagship store, help complete offline investment, and form solid support for online sales of e-commerce. Through the "PC e-commerce platform + Mobile Internet + WeChat precision marketing" so that the three networks in one way to increase brand promotion, investment promotion, to provide guidance for offline diversion.