Many Measures To Hedge The Impact Of The Epidemic, See How They Reform And Transformation In Adversity.

Hurdling language

The new crown pneumonia epidemic is rampant around the world, and international trade activities are limited. Like most industries, China's textile and garment industry is facing a severe situation of production and trade. In the face of difficulties, diligent and confident Chinese textile and garment enterprises show great vitality and resilience. They have innovated their management methods, and have taken many measures to put together a series of strong confidence and steady development "combination boxing" through various channels such as "vertical, horizontal, internal and external", and wrote a new answer in this unusual time.

To this end, "textile and clothing weekly" is specially opened. "Inside and outside the spinning enterprises to implement policy face to face" A series of reports from "Vertical, horizontal, internal and external" The four point is to invite experts to analyze the current situation in depth and to interview the innovative practices of the dominant enterprises, so as to guide the healthy and upward development of the industry.

2020 is special for everyone. The battle for the new crown pneumonia epidemic is continuing. The war without smoke is unprepared for everyone. However, the more crisis we have, the more we test the business. In the light of the present situation, enterprises should strengthen their deep mining in the "vertical" development track, improve their internal strength, develop new products, respond quickly and meet diversified demands, and develop steadily on line and digitalization, reduce funds and control production capacity.

Strategy 1

Practicing internal skills and devotes to developing new products.

Inamori Kazuo, a world famous industrialist and philosopher Once mentioned in the five major strategies of enterprises to get rid of the economic crisis, once the economic downturn, enterprises are bound to be in a predicament. In this period, we must do well in internal strength, and strive to develop new products and new products. This is especially important in this special period. Because the original order quantity has been greatly reduced, if we rely on the existing products, we will not be able to open the market. On the other hand, even in the economic depression, there are still undiscovered market demands. As for what this potential demand is, we need to explore the way of "personal public relations" and "personal selling".

Sun Chuanfang, chairman of Dezhou Hengfeng group It is believed that after the outbreak, people expect a wave of "consumption" to release the pressure of home segregation, especially affected by the epidemic. People will pay more attention to health in the future, and the big health industry will welcome good results. This is a good opportunity for the development and production of antibacterial and bacteriostatic products in textile and garment enterprises. Hengfeng group has many antibacterial and antibacterial products, such as copper fiber yarn series, bamboo fiber yarn series, plant dyed yarn series, anion series, zinc fiber series, silver ion series, will receive more attention, but also will promote Hengfeng in the large health yarn series of further research and development. "The more difficult times we are, the more time our enterprises will cultivate their internal strength. This is a good opportunity for enterprises to improve their own management standards, create innovation, and control quality." Sun Chuanfang said.

In recent years, Swiss wear Garment Co., Ltd. It is also following the international trend, aiming at the 2022 Winter Olympic Games in Beijing and the increasing outdoor sports demand of the people, increasing the research and development of high-end brand clothing, and developing and designing ski suit, sunscreen and rush clothing and other products, and successfully enter the domestic and foreign markets. According to Zhong Yugui, chairman of the board, the Feinikesi brand ski suit produced by the company was selected as a special uniforms by Norway and Japan national skiing teams respectively.

Strategy two

Quickly adjust product direction to meet diversified needs.

The sudden outbreak disrupted the work plan and development rhythm of the enterprise in a moment. Or adjust the direction of product development to meet the market demand? In this regard, Wang Kuancheng, Dean of BiMBA School of National Development Institute, Peking University, Professor Chen Chunhua, Professor of Peking University. It is also believed that enterprises should focus on current operation and balance the relationship between current management and long-term strategy. There are at least two things to do in the current period. First, transform the current business with anyone's efforts. If you can't make great efforts to transform the current business, it will be difficult to find business performance in a completely uncertain external environment. Second, the achievement of current performance depends on the two key organizational efficiency and customer language. If you can be very efficient, adjust faster than anyone else, perform high efficiency and perform well in quality, and in changing volatility, customers will have many new problems and new needs. You can solve customer problems and let customers understand that you can get performance in the current period.

Pet products, household clothes, pajamas and shirt fabrics are exported to three main categories. Wuxi Jinmao Foreign Trade Co., Ltd. During the epidemic period, the products were adjusted quickly according to market demand. Due to the different concepts and lifestyles at home and abroad, pet products are necessities of life, and sales volume has increased by 5%-6%. The production of home clothes pajamas was urgently stopped in the early stage of the epidemic. Now it is in partial recovery and delayed shipment. The rate of cancellation of orders is less than 10%. But because of insufficient demand for shirts, all of them are now suspended. ? Chairman Yang Nan It is said that "the US market accounts for 90% of the company's business. At this stage, we mainly maintain communication with customers and maintain customer relationship. Under the premise of doing a good job in epidemic prevention work, we also lay a solid foundation for better cooperation in the future." Meanwhile, Wuxi Jinmao has been doing product development and design work during the epidemic. "Because the epidemic will always be over, clothing is the daily necessities of life, and the market demand is always there. We should prepare for the subsequent resumption and resumption of production. At the same time, the development of the domestic market, the combination of domestic brands.

Women's clothing brand enterprises in the early days of the outbreak Wu Jianmin, chairman of Shandong sulang dress and adornment Limited by Share Ltd While actively taking part in the epidemic prevention and seeing the huge demand for medical and protective products, the market made a bold decision quickly: to develop a new block and set up Yantai Shu Lang Medical Technology Co., Ltd., specializing in research and development, production and sale of health protection products, which not only contributed to the country, but also opened up a blue ocean market for the company. Today, the three major sections of Shu long fashion, medical treatment and military industry are developing steadily. "Future Yantai Shu Lang Medical Technology Co., Ltd. will actively develop and produce various kinds of medical products such as surgical clothing and clean clothing, and further explore the international market, and create medical products that are proud of the Chinese people and the people of the world." Wu Jianmin said.

Strategy three

Mobile online and digital development is a must.

17 years ago, the outbreak of SARS epidemic stimulated the rapid development of e-commerce, express logistics and other industries. The new crown is also bound to affect future business trends and business patterns. Among them, an important trend is product service and business mode of online and intelligent. The digital transformation and upgrading of enterprises is the general trend of the whole economic development. The epidemic situation highlights the importance of this problem and accelerates the process.

Han Shujie, founder and CEO of Weiming Chong (Beijing) Management Consulting Co., Ltd. It is pointed out that for enterprises, after this epidemic, we should attach great importance to the digital transformation of business models and business forms, enhance the level of informatization of products and services (digitalization, networking and intellectualization) and increase the proportion of digitalization in profit models. In the special period of epidemic impact, we should pay attention to avoiding the overall transformation of large-scale investment in the short term. We can start with a small incision with actual effects (such as customer satisfaction, cash flow, marketing results, etc.) to verify the overall transformation of the effect and risk when controllable.

Wang Kuancheng, Dean of BiMBA School of National Development Institute, Peking University, Professor Chen Chunhua, Professor of Peking University. It is also pointed out that online and digitalization is a necessary option at present and in the future. When this crisis comes, those enterprises that have digital capabilities and online models will quickly find opportunities, which can well confirm this trend.

During the Spring Festival, it has always been Erdos The sales season of cashmere has been greatly affected by the epidemic this year. In the face of many uncertainties, Ordos group has rapidly planned to focus its efforts on online sales channels, and open up the new retail mode of "full channel", "full touch" and "full field". With the help of Tmall, vip.com, sik, Suning, Taobao's online stores and WeChat sales groups, the company launched various promotions and thematic activities through the Internet, and the sales momentum gradually picked up through continuous attempts, re marketing and summarization. In the first ten days of March, Ordos gold rush festival was carried out through a small program for the first time, and it achieved a sales performance of about 20000000 yuan in just 3 days.

"Although the preparation is in a hurry, the result is gratifying. To do retail business, we must constantly try and come up with a special way in a special period. ? Wang Zhen, chairman and general manager of Inner Mongolia Erdos Tiomin Resources Inc It is said that the epidemic has forced enterprises to pay attention to the maintenance of online brands and sales, and to express the content of many communication, services and sales in the past online by way of online, through WeChat, community, small programs and other means of service, to spread maintenance knowledge and achieve sales. The company promptly transferred the sales system, training and courseware development to online, strengthened the ability of information processing under the uncertain environment, and quickly responded to the market.

The epidemic also allowed Yalu group We have explored a marketing strategy for the whole staff. Cui Yesong, general manager of the company Introduction, in the face of the epidemic, in the company headquarters staff part of the resumption of work, in order to make up for offline stores closed shop, sales can not effectively carry out the short board, the company launched the online full staff marketing strategy in February 12th, just two days to line the Yalu men's clothing online distribution of micro mall, while taking the WeChat circle of friends marketing, WeChat group selling, shaking sales, and other forms of mobilization, the whole staff marketing 。 This online activity has been actively responded by more than 4000 employees of the entire company, and it has achieved about ten million of sales in just 10 days. On the one hand, the money has solved the urgent need for the salaries of the company's staff, and more importantly, it has inspired the morale of the whole staff and promoted the determination and conviction of the staff and the company in the same fate.

It can be seen that the epidemic has changed our original thinking mode, and it has also made the whole industry more deeply understand the new sales mode that combines online and offline, providing powerful process guarantee and experience for effective online marketing and offline store.

Strategy four

Reduction of funds and regulation of production capacity

Recently, Yida group Announced on the official website that it decided to close 3 factories in advance by the end of July. Yida group said that the global spread of the epidemic has made the supply chain enterprises of the global textile and garment industry experience a storm, and we are under tremendous pressure. Some enterprises are even struggling to survive. In order to ensure the sustainable operation of Yida, the Yida group has taken a series of actions, including adjusting the scale of business, slashing operating expenses and streamlining personnel. It decided to close the following factories at the end of July this year: closing the factories in Fenghua in April 30, 2020, and closing the two factories in Malaysia and Penang in June 12, 2020, July 31, 2020. Close Flach's factory in Mauritius.

The sudden outbreak disrupted the work plan and development rhythm of the enterprise in a moment. Or strategic contraction, broken arm to survive? This is the first strategic problem for enterprises to survive and save themselves under the epidemic situation. In this regard, Han Shujie, founder and CEO of Weiming Chong (Beijing) Management Consulting Co., Ltd. It is believed that the impact of this round of crisis is not expected to recede in the short term. Enterprises should quickly adjust their strategic decisions, work objectives and action plans. On the one hand, set the bottom line and stop the loss when necessary. On the other hand, the early layout should be well prepared for the window of opportunity for economic recovery after the outbreak.

Experts at the Yida group had to close the factory. Experts said that under the current situation, closing down some production capacity will be expected in the near future and will be the primary goal of many enterprises. Located Huzhou Chengxin textile printing and dyeing Co., Ltd., Changxin, Zhejiang In the near future, the production capacity has been reduced to seven or eight of the original level based on the order of hand, and the wrong time working system has been implemented for employees. The company said that although the wages of workers were also reduced, the company explained the reasons for the reduction and explained the market situation, and most of the workers could understand the difficulties of the enterprises. Next, with the further reduction of orders, the company may further reduce its capacity, but in any case, efforts will be made to maintain the factory's low load operation in order to maintain the stability of its core staff.

Inamori Kazuo, a world famous industrialist and philosopher It is also pointed out that once the economic environment falls into a downturn, it is necessary to cut down funds. The first thing to bear is to cut down manufacturing costs and build enterprises' "high return physique". In the manufacturing sector, we need to reduce costs including material costs. In the economic downturn, we should save money and try to keep the company from deficits. When the economic situation gets warmer, your company will become a high-income enterprise. On the other hand, if we can't cut funds in the recession, then even when the economy is booming and sales increase, the expenses of enterprises will also increase, and your company will be in the same place.

Adversity can defeat the weak and create strong people. The new crown pneumonia epidemic situation gives everyone time to calm down and do more thinking. Through this epidemic, the core competitiveness of the enterprise will probably make great progress in basic management, product development, personnel training and capital operation in the future.