Depth Analysis Of The Predicament Facing The Garment Industry In 2015

One is: domestic clothing Source of predicament ]

External causes:

1, the downturn in the economic environment;

2, the transfer of consumption channels brought by the electricity supplier.

Internal causes:

1, the lack of brand core competitiveness.

2, the development of comprehensive homogenization.

3, unrestrained channel expansion.

4, the brand has no soul.

Conclusion:

1, internal factors are the key to the predicament, and external factors are the help of difficulties.

2, existing thinking can not help solve difficulties.

3, big shuffle is inevitable.

　　 Second: The collapse of women's clothing is coming. ]

The brand liberates all conditions in order to expand its business. 100% return mode, decoration props and rent subsidies can not save the company. In such a market environment, do franchisees still dare to join in? The crisis of women's clothing is not a problem of joining the policy, but a total outbreak of the accumulated development pattern over the years, and many women's clothing brands will go bankrupt one after another.

Some people ask, what are these conditions?

1, research and development Shanzhai;

2. Imitation of products;

3, developers at will;

4, extensive management;

5, construction is crude.

6, the backwardness of personnel;

7, lack of strategy;

8, tactical confusion;

9, conservative thinking;

10, the mediocrity of innovation

There is a set of clothing brand data to illustrate the extent to which the barrel of gunpowder is dangerous. It also comes from Lu Xiaozhou's clothing brand store data in the first half of 2014.

　　 Seven wolves There are 347 stores, 73 of the nine Mu Wang Guan stores, 53 of Hinur's customs stores, 46 of which are closed by Sani Mi, and 74 of which are closed by Sani Mi. In the sub male clothing listed companies, the seven wolves are the most closed stores. In 2013, the seven wolves closed 505 stores altogether. There are 88 stores in IgG and 38 stores in Esprit. Giordano stores 165 stores.

And the brand failure of the garment industry in Fujian and Zhejiang provinces is the fatal lethality of the clothing industry.

To be sure, the gunpowder barrel of the clothing industry will continue to explode in 2015, and will continue to have the closure of the clothing brand. It will continue to run away and lose contact with the clothing tyrants. The powder keg in 2014 was only a small area to release the power of the explosion. The explosive equivalent of the powder keg in 2015 will surely make people more astonishing.

Then, what trends do we need to pay attention to in the fashion industry in 2015? That is to say, what will be the trend of the garment industry in the channels, marketing, models and electricity providers in 2015?

　　 I. channels

As we all know, this is the age of Internet. Everyone is in the middle of the network. Whether you like it or not, no matter whether you admit it or not, the Internet has not only changed our life, but also changed the world we live in, and has changed the industry and business we are engaged in.

What has the Internet changed for the clothing industry?

That is, what impact has the Internet brought to the traditional clothing industry? There have been doubts about whether the electricity supplier can become a climate. Now the result has come out. It is also doubted whether the Internet will change the operation of the domestic garment industry. The result is also coming out. When some people are still debating whether the wholesale clothing market will spread around China, the result is self-evident.

Just as the electricity supplier has changed the retail business of physical department stores and so on, it has also brought about irreversible changes in the operation mode of the garment industry, that is, relying on channels for wholesale, the mode of agency and even joining will no longer exist. This problem is also discussed in the sexy marketing micro-blog.

One is:

1, all intermediate links will withdraw from the stage of history.

2, the technical means of the Internet eradicate the direct links of traditional channels rather than saving them.

3, technically mature, as long as the legal system, the credit system to keep up with the traditional channels of intermediate links to the time of abandonment.

The second is:

All intermediaries, such as agency, distribution, trusteeship, affiliation and joint distribution, will be launched along with the development of the Internet and the development of electronic business. Some people advocate the electricity supplier and circle of friends to simply take the crown as the so-called brand mode. Ten, it is very nonsense. There will be only one mode of operation of the brand in the future, that is, direct operation (self operation), agency, affiliation, trusteeship, distribution and joint operation will no longer exist.

The intermediate links including department stores, agents, affiliation, trusteeship, distribution, joint ventures, and so on, will exit the stage of fashion brand in order to quickly occupy channels.

The problem that domestic clothing brands are facing now is the transformation from the operation of large wholesale and large circulation channels to the operation mode dominated by proprietary enterprises. The domestic garment enterprises have not really established the operation mode with brand building as the core and retail operation management as the mechanism. What I used to do was to shake hands with the shopkeeper and collect the money from the channel once through the conference and so on, and then send a supervisor from time to time to do the training. This relaxed and extensive mode of operation of the channel seems to have encountered great problems.

Conclusion:

1, intermediate links, such as wholesale, agency, franchised, trusteeship and other channel operations, will no longer exist.

2, brand competition will be based on self retailing as the core of the retail operation management capabilities.

3, brand building is the only way to get rid of channel dependence and even rely on e-commerce platform.