How Does Traditional Clothing Enterprises Counter Attack In The Era Of E-Commerce?

In recent years, it has been greatly impacted.

Many clothing brands are having a bad time. In the past, a large number of shops in the streets and lanes have been greatly reduced.

In 1995, Zhang Jiangping began to enter the clothing industry. At that time, Ningbo was "

Big city "

,

The output is the highest in China.

At the beginning of the industry, we are also the first choice for men's wear.

Like most of the private clothing enterprises at that time, the traditional clothing production started from the beginning, without the concept of brand.

With the enhancement of national brand awareness, in 1996, we registered the brand of Pacific bird PEACEBIRD and began to take the brand route.

Over the past few years, the whole garment industry has been stagnant. With the fast fashion brands entering the country, Amoy brands are eating some of the market share.

China's garment industry has been greatly impacted in recent years.

Many clothing brands are having a bad time. In the past, a large number of shops in the streets and lanes have been greatly reduced.

In the media, I also see some of the usual profits of the profits of the decline, the industry is full of anxiety.

In fact, since the establishment of Taiping bird in 1996, the industry slump has not been the first time.

We have experienced two financial crises: 1998 and 2008.

At the time of the first financial crisis, we had no experience and had a fever. We spent a lot of money on production, factories, land and markets.

At that time, Taiping bird was the traditional heavy asset management mode of the former shop and factory. Once the bank compressed the loan, it would make the enterprise at risk of breaking up the capital chain at any time.

1998 is our most painful stage.

When the environment was bad, banks could only reduce loans.

During the whole year of 1998, I basically had no time to work during the day, and almost ran between banks every day, only to get more loan funds, not to let the company collapse, only to deal with the matter at night.

When there is no way out, it will sell off fixed assets such as plant and equipment, and use the funds to invest and sell channels.

I sold a lot of belongings and mortgaged part of the property, but it was still not enough. What could I do? I had to go out to find friends and relatives to borrow money.

This kind of day is not a day for people to live. I still feel that the boss is really not good at that.

This is the first time that we have experienced the economic downturn and the market downturn.

At that time, I almost fell down. Every time I mentioned the experience, I felt very sad and miserable.

With the experience of survival in this crisis, we will further develop the market in the future, and we must have a bottom line to grasp: there is surplus grain at home.

If we compare the cash flow of Taiping bird to a Three Gorges Dam, we have started to regulate the water level since 1998. The basic principle is that water can not be discharged at all times.

Unlike Internet Co, cash flow is very important for traditional enterprises under the line.

In 2000, the Pacific bird finally passed through the most difficult year. At the same time, through the sale of factories and outsourcing of production, we gradually pformed into a light asset business.

When the burden is getting lighter, we are moving faster. In 2008, when other peers were struggling, we have already expanded rapidly in new fields, including electricity suppliers and new brands. They did not stop because of the financial crisis, but in accordance with their own direction of development, when people stopped, we stride forward.

Today, in the current environment of the depressed retail industry, we still have a strong momentum.

In the past year, the company achieved operating income of 5 billion 900 million yuan, an increase of 18.09% over the previous year.

I summed it up myself: because Taiping bird is running with consumers.

In 2008, we pursued the "85 after" consumers. Now we are grasping the mindset of "after 90" and "after 95", so that the brand can reverse growth.

The largest market in China now comes from the middle class, and this is a truly personalized era.

As long as we seize the consumers of the present era, we will not be as miserable as the traditional retail industry.

Over the past few years, everyone has been saying that traditional industries are not good enough and offline stores are not good at doing so.

In fact, the practitioners in the retail industry themselves have not done well. If the offline stores do well, the experience is good, the price is reasonable, and it can surprise consumers. Consumers will not necessarily choose e-commerce.

I think the opportunity is fair at the moment. Before we make a franchisee, do wholesale, set up a brand, and then put some ads to CCTV, everyone can earn money.

Now that opportunity is no longer available, business will become more and more difficult in the future. If you do not care enough to satisfy the consumers, you will have difficulty in keeping pace with the times.

Why is China's business renewing so fast? In fact, consumers are changing fast. All changes in business are revolutions around consumers.

If consumers do not change when they change, this means that their painful stage has not yet arrived and will die even worse in the next few years.

Competition is not terrible, terrible is their own problems, whether we can enhance ourselves in adversity is very important.

I owe myself this success to the "four wheel drive" sales mode of the whole network.

The four wheels of the "four wheel drive" are department stores, pedestrian street stores, large complexes, and e-commerce channels.

The most representative thing is to cooperate with Wanda. In the past year, the sales of Taiping bird in Wanda Plaza amounted to more than ten billion.

This year, we are talking about cross-border integration, the traditional clothing industry, that is, the 1 version of the time, we basically do their own clothing sales, and the Internet or other industries will not have too much intersection.

Now the Internet brings the era of big data integration. Traditional clothing must add more elements.

A very important performance is fast, now the apparel industry's product supply chain is running faster: according to the consumption data of the electronic business platform, new products are launched quickly.

The change brought by e-commerce to traditional industries is more to know which city, what person, what kind of words, habits and preferences of lifestyle behind consumer behavior.

These data can make our products more well designed.

In the future, we will apply more data to the traditional clothing industry.

Clothing is just a carrier, and the future integration is also in the fashion ecosystem.

This year's "net red" economy is very strong, but "net red" is just a passer in the next stage, because celebrity factors, there will be more content to participate in the future.

The current e-commerce is all sold by traffic. "Net red" is mainly guided by marketing, and it can also achieve precise marketing.

"Net red" has two to three million fans behind, and these fans have already formed corresponding preferences and values.

We now have a "network red" business department under the electricity supplier department. We started to do the content in the second half of last year.

There is a net red factor behind our sales growth of two figures over the past year.

Last year, we invited Korean fashion designer Han fire to design the Disney series.

In fact, this is also "net red", but there is no single brand.

But integration does not mean lack of concentration.

We have been making garments for 20 years. In fact, there are many traditional clothing brands in Zhejiang. In the past few years, they have started to do other industries, but I have no intention of stepping into other industries.

There is no end to focusing on one thing, as long as it can go on.

The management style and business philosophy of other industries are different from that of the clothing industry. Moreover, the successful models do not necessarily represent the future. If the previously successful things are copied directly as auras, they will surely die.

It is the glory of the past, not the future.

Like a city like Ningbo, there are many investment opportunities in other industries. I need to face many decisive crossroads.

When the real estate industry was hot in 2008, it invested ten million, which had a one hundred million return.

If you can't do it? I have every right to do it. Until now, I have been shaken in my mind.

But now that I have chosen the road of clothing, I must recognize this road.

Many people ask us this year whether Taiping bird will start playing sports brand.

My answer is, "No."

Sports brand and fashion are two different things. Sports brand pays more attention to functional things, and needs the R & D team or production enterprise behind to support it.

But these are not the industries I am good at. We have no such lineage.

We will not touch this.

Of course, we will add some fashionable sports elements to find some professional production enterprises to help us, but we will not operate the brand independently.

This has a lot to do with the genes of a company, such as Putian's production and processing of sports brands such as Nike and Adidas, and the genes of sports brands, but this is not our expertise.

To concentrate on making good clothes is what I have done in the past 20 years.

An enterprise, if the boss can not sink down to do things, then his employees will not be able to settle down to do things.