Success Is Not An Accident. What Future Is There For The East?

Recently, searching for fast fashion on the Internet has always appeared such words as "fall in", "hypermarket" and "poor performance".

The global recession is hard for all trades and professions.

The situation is constantly justified.

From the beginning of the consumer's willingness to buy, it means that the per capita purchasing power will be different from that in the past.

With the same price and less than ten percent of the price, it is a great stimulus to consumers' desire to buy clothes. Buying clothes is like buying vegetables and visiting fast fashion shops.

Scenes like this are common and not surprising.

Even Shanzhai brands are being homogenized.

Commentator Martin Lewis said: "the business environment is becoming more and more complex. The diversity of business environment, the speed of change and the degree of interconnection are unprecedented. Predictability has been greatly reduced. Many companies have misread the environment, choose the wrong way of strategic formulation, or fail to support their strategy with the right behavior and ability."

Entrepreneurial environment is full of insecurity, competition is too fierce, and carelessly lose everything. Corporate leaders' strategic decision has a strong dependence on the success model of their industry. For example, VR, who is annoyed by almost every Internet related company recently, has also appeared in the clothing retailing industry, which seems to be "not learning KM's performance."

Related media reported that in the fast fashion field, the new brand KM, after successfully attacked the industry closed shop tide, also was unfortunately the plagiarized army served as the new weathervane, the counterfeit shop, the Shanzhai store online and offline countless, and has become the most popular clothing retail brand so far.

Reporters found that in the past two years, the Nordic minimalist style appeared in the streets and alleys. Although the names were different, decoration styles, display and even logo were almost the same. These Shanzhai stores routines are: copy, copy, copy! All copying is not only innovative, but also triggering the wave of "homogenization of Shanzhai brand". One street, one yard blue, the same style, the same display and the same publicity content are all old models of pformation for the retail industry.

In the age when consumers' brand awareness is not strong, learning the excellent brand in the industry is like wearing a "Golden Bell" to the enterprise. Not only can enterprises revive but also increase profits, and nowadays, various industries have never been so interconnected with each other. This Ctrl+C replication is equal to the main move to abandon the brand competitiveness, which is still a matter of no light and no fighting for employees.

The McKinsey Co issued a research report on Thursday that China needs to thoroughly reform "zombie enterprises", develop capital markets and take various other measures to release economic potential.

In the next 15 years, 200 million of China's population may shift from agriculture and commodities to services and consumer goods.

If China is pformed into a productivity led growth model, it will probably increase GDP by 5 trillion and 600 billion US dollars by 2030.

Who is still stepping into the death cycle of plagiarism?

With the rapid development of the "host", the parasitic cottage shops are also rapidly spreading, and the fashion retailing industry is set off to imitate the KM craze.

According to incomplete statistics, there are thousands of boutique men's clothing stores imitating KM, which are concentrated in Southern China, central China and East China. Randomly replacing several letters can easily create new brand names, such as D, Q, X, certain jazz, a Lai Shi and so on. There are even more Shanzhai stores in some cities than in genuine shops, which are directly made into regional cottage brands and have a large number of chain stores. There are also single street shops that directly call the same name logo; some famous brands such as man, which can not afford to shut down the tide, such as man, are all being reproduced, even packaging, products, slogans, almost exactly the same.

In addition to the above, the copycat brand is even different from the genuine brand. It also sends bicycles and Shanzhai stores. The official website's page style, brand story and content are exactly the same. What's more surprising is that even the contents of the public address are copied, copying WeChat content, but changing the name. It is just like the hiphone, just did it, star 8 grams and KFG that have been popular in the Internet. Simple, rough and high imitation and micro imitation are aimed at making the consumer happy in order to gain short-term benefits.

It is hard to strike iron and simply copy the image of the shop without grasping the core business mode. It still can not make the brand out of its low performance. With the awakening of consumers, the internal strength of enterprises can not keep pace with the market.

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Success is not an accident. What future is there for the east?

According to the survey, designer fast fashion brand KM opened its first store in Guangzhou at the end of 2014, and now has more than 300 stores in China. The ultimate goal of expansion in China is 2000 stores, and ambition and strength should not be underestimated.

However, if any brand is different from its peers, it must be hidden behind unusual practices. Its core business model can not be easily replicated.

There is only one Disney in the world. There is only one submarine fishing. There is only one KM, and no one can reach Disney. No chafing dish shop can learn the sea fishing. It is not a combination of two letters at random to copy a new KM.

If a brand does not have excellent quality and no culture, it can only be a product name instead of a brand. Brand is the cognition of consumers based on quality and culture to enterprises and products.

Shanzhai store is equivalent to passive water, not only deceiving consumers with shoddy products, but also a fatal blow to investors.

In the absence of an advanced business model, there is a high risk of investment behavior under the guarantee of the advanced business mode. At the same time, when the investment is lost, the huge volume of inventory is weak.

In addition, because of the weakness of front-end sales and the back-end production, the raw material waste and artificial waste will result in immeasurable loss to the suppliers.

Brand is the idea that an enterprise can allow consumers to agree and a product that continues to revolve around brand values. Enterprises must take consumers as the core and respect consumers as the basis and have awe.

If we lose interest in our interests, we will sacrifice our loyalty to consumers and use all kinds of deceptive means to get rid of them.

May entrepreneurs learn to give up short-term interests, focus on long-term interests, less impetuous, more calm, ingenuity, and concentrate on products, and the full recovery of the real economy can come early.