The Marketing Of Traditional Clothing Industry Is Now At A Loss. The Road Ahead Is A Long Way To Go.

In the face of increasingly depressed demand for clothing market, now all

Both have a very serious sense of crisis. The products and marketing strategies that had been repeatedly tested failed today.

In the face of the market's shrinking and booming Internet, what's the way to go?

Companies with good profits worry that enterprises with poor profits are more worried.

The biggest crisis faced by garment enterprises is not the current profit but the sustainable development of the future.

"When the tide recedes, the new trend is to look at the market from a different angle. The demand is still there. Only at this point can we discover that it will be eliminated if it does not change."

China is experiencing the biggest crisis in 24 years. Almost all the traditional marketing strategies of garment enterprises can not find "potential". After 2010, profits continued to decline.

The original "production, processing, products, investment, advertising, spokesperson" this routine has become a successful practice of traditional clothing enterprises, especially large enterprises, and now there is a sense of fatigue.

Millet technology CEO Lei Jun said: "standing against the draught, sows can fly to the sky."

The draught is the trend, and the trend of fast fashion lets domestic enterprises see the consequences of missed.

Traditional solidified business ideas have left us at a loss. How to recover the momentum of development is the biggest proposition of all traditional business owners.

A kind of

It is human nature to love old complex, but business can not be old.

Li Jiacheng warned his son: "you must not like any industry or business, and when you are emotional, you are the beginning of failure."

The word "pformation" has been said to be rotten, but these two words are really related to the death of Chinese clothing enterprises.

Especially for large enterprises with over 1 billion annual sales, it is difficult to pform by traditional channels and teams.

Can it be changed?

It's hard.

NOKIA's corporate culture, management standards and patent innovation are among the top in the world. Why disappear?

The answer is that NOKIA and its achievements have disappeared together.

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A kind of

There are two kinds of pformation. The first is forced pformation. When the problem is concentrated, it can not be solved, forcing the pformation of enterprises. This pformation costs a lot and is very painful, but no operation will die.

The second kind of pformation is foresight pformation. It is the enterprise's strategic insight ability is very strong. This kind of entrepreneur is very scarce. For example, IBM sold PC business to Lenovo in those days. When the PC machine was not worth the money, it sold the high price ahead of time, and completed the pformation ahead of schedule. It was very successful.

But this kind of entrepreneur is rare in the world.

It is human nature to love old complex, but business can not be old.

Nowadays, the low and fast speed of China's Internet has reached maturity, and is facing the age of returning to brand and quality.

Local garment enterprises need to seize this opportunity to grasp the essence of customer demand - "cost performance" and "service", change the management idea of "wholesale wholesale of all categories" under the original line, change the mode of offline supply chain and online rapid response, adapt and actively pform, find out ways to adapt to their brand, and find opportunities for development.

In fact, it is not necessary to be on the Internet.

Instead, we should sell it in the way of Internet thinking.

The original design, manufacture, ordering, store and customer process will inevitably die out, and the long paction process has become the "Nemesis" of the cost, the rent of the store, the rising salary and the shortening of the demand cycle.

They are all disadvantages of traditional marketing.

Faced with the coming of the era of consumer oriented consumption, the traditional supply chain mode has led to a surge in inventory.

Dealers must become the past.

The Internet is out of circulation, the traditional industry can use the Internet thinking, to integrate upstream suppliers, so that products directly from the warehouse to customers' hands, no wholesale price, so that each dealer becomes a shareholder, "sell out" into a profit sharing formula under the line, sharing big data.

In this way, the crowd raising and subcontracting become a fact, making tradition untraditional and breaking the deadlock in the channel to stand in the market.

Forget your position. Your slogan is "wishful thinking", and how to use social networking experience to speak is the last word.

In fact, it is not necessary to sell clothes on the Internet, but to sell them in the way of Internet thinking.

What is the way of thinking of the Internet, that is, the way of thinking that is integrated with the target population, that is, C2B, and finally form the fans economy, and establish the fan empire of the enterprises themselves.