The Director Of Haibei, Fang Le Ming, Said That Clothing Companies Are Facing A New Round Of Reshuffle, And 95% Of The Traditional Brands Will No Longer Exist.

1. the differentiation of products is no longer popular.

From all the trends and the general structure of the society, the stage of consumption development includes the first consumption era, the second consumption era, the third consumption era and the fourth consumption era, and China is now in the third consumption era and the fourth consumption era.

China's consumer market is gradually maturing, competition will be more intense, the market will be more subdivided, products will no longer be popular, but will gradually become differentiated.

If your product, brand or brand of your agent is not differentiated today, there will be no future for the company.

2. integration of consumption and social interaction

Consumption began to turn from flaunt to self identification and realization.

Costumes should be aware of a particularly active group of people in recent times - net red.

Many companies that make net red hatchery are growing at a high speed. For example, Li family, in 2014, was more than 200000000 of retail sales. In 2015, the retail sales reached more than 800 million, and the growth rate was 3 to 4 times.

Who said that the clothing industry did not have excellent enterprises, but actually the net red business structure was also good.

In fact, all online business models can find the same path online.

There are also a group of people who represent fashion on the Internet. Their way of life represents the way many women want to live.

The way they communicate first is through telephone, then through SMS and WeChat, each time they start new customers, they start contacting customers and maintain a new frequency once a week.

This is actually a replica of the online red business model.

It's just the way of communication from the media age, one is the spread of globalization, the other is in a specific area.

3. "small and beautiful + sharing" model

The age of "small, beautiful and shared" has come.

Recently, the combination of mogujie.com and beauty is a typical representative of the shared economy. Their combination is to create the logic of the social business, and make the social interaction as the center of gravity and the electricity supplier to make effective integration and interaction.

One of the characteristics of this shared economy is to enlarge its advantages, especially to enlarge the advantages of those who have strong points.

As Brand Company, many entrepreneurs will ask if the 2 or 3 years do not exist, then where should the direction of enterprise development be? Assuming that your company's plate making and format are excellent today, it may become the best asset center in China in the future.

Electricity supplier diversion, giant rush to eat, channel differentiation......

Multiple factors superimposed, resulting in the decline of traditional brand performance.

Therefore, 2 to 3 years later, 95% of the traditional brands will no longer exist, this will be the trend.

Electricity supplier split: in the third quarter of 2015, Alibaba group GMV reached 723 billion yuan, an increase of 28% over the same period last year, an increase of 56% over the same period last year.

In addition, the net red mode of business has maintained rapid growth, rising by more than 10% in 33 months.

However, in 2015, the performance of Brand Company in the traditional sector was declining.

Our company's brand is regarded as an excellent company among its peers, but our performance in September, October and November is still declining.

The sales performance of the national department stores in July, August and September is also declining. There are also some traditional online brands, such as Yin men, which exclude the impact of brush data, and are essentially declining.

The comparison of these data means that the past market of traditional brands has been largely seized.

Giant rush to eat: in 2015, the total number of offline stores of ten fast fashion giants such as UNIQLO, H&M, ZARA, GAP and so on has exceeded 1200, representing an increase of 25.9% over the same period in 2014.

UNIQLO maintained a high growth rate in China. Its revenue in 2015 increased by 46.3% to 304 billion 400 million yen compared to the same period in 2014. It has accounted for half of the total revenue of UNIQLO overseas market, and its operating profit increased by 66.1% to 38 billion 600 million yen.

The increase in turnover of fast fashion giants shows that the performance of traditional brands is bound to decline.

Channel distribution: integrated shop buyer shops began to rise in large numbers, competing for passenger flow.

If I have not made a mistake, the current store or buyer shop is probably the best in the clothing industry, unless you are very poor.

Successful operation of a store requires a lot of competence of the boss, such as the integration of goods and the ability to operate.

I believe this group is the best group at the moment.

According to the law of conservation of energy, the performance of collective stores will rise.

The underlying reasons for the general decline of traditional brand performance

1. traditional ordering system is hard to catch up with the trend of fashion.

Traditional brands mostly use order system, for example: 9 months planning, 6 months design, 3 month shipment, and 3 months can not be loaded.

In today's information rich world, even consumers are more aware of market information than Brand Company designers. Why can enterprises predict the future 9 months ago and decide to be popular?

2. the traditional Brand Company has too much profit margin and too much reliance on orders.

The traditional Brand Company had more than 3 times gross margins, or even 7 times.

Why Brand Company has such a high gross profit margin, and online collection stores are only 2 times to 3 times? Under the low cost performance, low freshness and high index of Brand Company products, the order will be fewer and fewer, and the excellent agency will gradually abandon the backward brands.

Ordering will be the focus of marketing and the main battleground of Brand Company. If the order is successful, the brand will succeed, otherwise it will fail.

As early as two years ago, when the industry was growing rapidly, the order model might still be successful.

Nowadays, this traditional ordering mode can easily lead to inventory crisis, and it is no longer suitable for the development trend of the industry.

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Tip: indicators represent the company's revenue.

Only two brands will exist in the future.

1. powerful Brand Company

If your order pattern is 100% order mode today, bad business will lead to a stock crisis, followed by a profit crisis.

If the price is not high, the product is not fresh, the order index is large, and the inventory risk is great, will there be any cooperation between the agent and Brand Company? So two to three years later, the traditional Brand Company will definitely disappear if it does not solve these problems.

To become a strong commodity power Brand Company, we need to make the supply chain very strong, and make the futures supply chain and the fast response supply chain to the utmost.

So far, no women's clothing company in China can do well. Only men's clothing enterprises with simple structure and standardization can do this well, such as Hai Lan's home, which is a very strong Brand Company.

2. designers

Our company has made a fast fashion and cost-effective brand style brand in two months. It is a very unique Japanese style in terms of space, brand, image, brand positioning, display and merchandise.

In the downturn of the whole industry, the performance of this unique brand style is still good.

In 2015, the growth rate was 50%, and the growth rate of 2016 was 150%.

In addition, we adjust the supply chain mode, do not require too many orders for customers, and more products are done through brand.

To be "small and beautiful" requires the thinking of the craftsman who is subtracting, otherwise it will be difficult to do well.

In fact, many Chinese people, including ourselves, are fond of greedy. They hope to do more if they do well in performance.

On the contrary, "small and beautiful" companies want customers to be narrower and narrower, instead of getting bigger and bigger, hoping that their customers will become more and more keen and accurate.