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Cheng Weixiong: Textile Industry Does A Good Job, Can Also Pry The World

2021/7/27 17:51:00 0

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　　 Cheng Weixiong / Wen

　　 Editor's note

　　 At present, the century changes and the century epidemic situation are interwoven and superimposed, and the global instability and uncertainty have increased significantly. The textile industry is still in the stage of deep adjustment and transformation. It is necessary to base on the new goal of China's modernization development and the new pattern of dual cycle development with domestic large cycle as the main body, and take the "14th five year plan" as a new starting point to adapt to the new situation and realize new development. ?

　　 Internal circulation is becoming an economic hot word. The tide of the times is surging, and "economic internal circulation" is an important strategic choice to deal with the current international and domestic situation. Farewell to the extensive development of the single export-oriented economy, solid internal training, will also become an important opportunity for China's textile and clothing industry to move towards high-quality development.

　　 A wise man is not confused, but a brave man is fearless《 Textile and clothing weekly specially launched a series of columns on "textile internal circulation" to deepen the textile and clothing industry chain, analyze the opportunities and challenges in the "internal circulation", and refine the new development trend of the industry.

　　 The series of reports will invite upstream and downstream enterprises in the industrial chain, such as fiber, fabric, clothing and home textile, as well as industry experts, leaders, distributors, designers, etc., to promote the textile and clothing industry to accelerate the construction of a new development pattern with domestic large cycle as the main body and domestic and international dual cycle promoting each other.

Cheng Weixiong

Senior brand management expert in footwear industry

General manager of Shanghai Liangqi Brand Management Co., Ltd

　　 Under the impact of the epidemic, everyone has to think about the next re positioning. The future has come, and the past practices and routines are obviously not suitable for new needs and new directions. Each organization and individual needs to seek its own positioning, and the positioning needs iteration.

　　 01 　 The transformation is not only the omni channel mode of online and offline interconnection, and only by sticking to the original intention can we go further

　　 At the beginning of the epidemic last year, I predicted that it would take two or three years for the industry to recover. We should not expect the temporary retaliatory consumption and export orders to bring about the recovery of the industry. Not to mention that the security threat caused by the epidemic always exists, which reduces the length of users' stay in the outdoor, but also brings challenges to offline stores. From the rise of live broadcasting and community marketing, we can see the change of user consumption ecology. From the original single online Taobao ecology and offline physical store experience entrance, User touch mode has risen to the combination of dynamic and static.

　　 In the current process of market restructuring, how can enterprises cope with the process of becoming the mainstream group in the future Z era under the further superposition effect of this wave of shocks? If we still lie in the previous era of horse racing and enclosure, indulge in the era of price game and scale, or cost-oriented rather than profit-oriented, we still don't see the problems existing in enterprises, or we see that the existing problems have not been changed, and we still hope to be hot spots, cross-border, diversified and capital distribution, do these enterprises still have opportunities?

　　 From the development of shoes and clothing industry for so many years, in fact, most enterprises are still making efforts on the basis of production orientation. The understanding of brand is just a product symbol, and the connotation and DNA of brand are just business. However, we don't know that brand belief comes from the recognition of consumers' heart and highly coincides with lifestyle.

　　 It seems that traditional brand enterprises are facing new positioning, new track, new mode and new organization. From the past horse racing enclosure to today's intensive cultivation, the era has fundamentally changed, from customer-oriented to user-oriented, to today's consumer oriented.

　　 We all know that the "three cattle spirit" -- serving the people, innovating and developing the cattle, and working hard. In fact, the market has always been there, but consumers are iterating. As enterprises and brands, we should always study consumer demand and insight into the changes of consumers' consumption labels. Instead of being complacent, we should embrace changes and be brave in innovation and self revolution. In today's diversified channel experience, we should be good at learning instead of inertia thinking, and deal with the iteration of new technologies. In the process of platform, community and live broadcast becoming the new normal, we should not panic. We need to be firm and down-to-earth to transform and upgrade, which is not a simple self denial. Now many traditional brand enterprises have done too much self denial in the face of the new normal touch way, which leads to the embarrassing situation that the original advantages are no longer available and the new advantages can not be formed quickly, that is, the transformation cost remains high. It still takes time to cultivate on the new track, and new advantages also need brands, products, channels, etc.

　　 02 　 Traditional brand and enterprise transformation need to return to 4P marketing theory of product, price, channel and promotion

　　 The innovation brought about by technology iteration is obvious to all, but catering to user iteration and business model innovation can not rely on technology alone. Internet innovation is not the core competitiveness of traditional enterprises. The transformation and transformation of traditional enterprises need to make full use of the Internet tools brought by technological iteration, and can not give up offline channels for the sake of "light assets" operation of online channels. In fact, Omni channel is necessary for any online and offline brand, and the initial 4P marketing theory of products, prices, channels and promotion is what any online and offline brand and enterprise need to think and strive to improve.

　　 Grasping the market hot spots at any stage can not solve the problem of growth, but stick to the original intention to go further. In recent years, there are also many cases that show that the money burning mode is not necessarily long-term. Any business model or more financing depends on whether it can bring enough value and cost-effectiveness to users. If there is not enough performance price ratio and user experience value, no matter how much financing will be used up.

　　 The popularity of live broadcasting at the beginning of last year's epidemic is only a distribution channel this year. In today's multi-channel era, it is impossible to expect a single channel contact point to perfectly present the brand transformation. It is unrealistic to realize the high pit fee, the anchor Commission, the platform Commission, advertising promotion, high return, low price and low gross profit, etc.

　　 In the post epidemic era, the transformation of traditional brands and enterprises is at the crossroads. The key is that enterprises and brands must recognize themselves. In the process of user iteration, especially the epidemic situation has intensified the reconstruction of the local market, most of the local traditional brands and enterprises still live in their own world, The Cognitive Inertia thinking and experience thinking about the products, prices, channels and promotion of their own enterprises and brands, and blind obedience to new things, new technologies, new tools and new platforms. The results are that the general direction is good, the actual strategies and implementation steps are disordered, the organizational resources are mismatched or misplaced, and the brand and product direction, channel, price and promotion are not equal, There are many difficulties in end-to-end docking, and the store power of the market terminal is obviously difficult to reflect the trust and resonance of brands, products and users, and it is inevitable that the performance is not ideal.

　　 Industrial restructuring is naturally brand reconstruction, brand reconstruction is naturally consumer ecological reconstruction, and consumer ecological reconstruction is naturally the diversification of demand scenarios brought about by user iteration, but promoting this diversification change is certainly inseparable from technology iteration, that is to say, with the progress of the times, natural technology is constantly improving, but around the brand, products, channels, and so on The consumption experience ecology constructed by users has not changed fundamentally; Brand still needs brand power, product force, store force, technology force and service force.

　　 In today's local market, there are few real brands in China, but more just product brands. In each stage of market development, they only focus on a certain force. For example, in the factory stage, they focus on the product force, and in the store stage, they focus on the channel power. Today, in the omni channel stage, they are all imitating the so-called asset light "platform", "e-commerce", "micro business" and "live broadcast", In recent years, the channel model of offline transformation and direct marketing as the leading positioning channel has been transformed into online, or one after another has done so-called online "authorized" bid selling distribution, offline "authorized" joint venture or selling standard group goods, etc., which is just a waste of burden, without analyzing what is the problem in the process of discarding the burden? The simple cost-oriented analysis does not analyze from the future and the current situation of competitive products, only the current situation of headache and foot pain can be found. Enterprises need more systematic analysis. It is the right way to make changes around the origin. It is not allowed to make brand platform at will, nor can we avoid heavy and light at will.

　　 From the downturn caused by the rush of sports brands after the Beijing Olympic Games to today's rebound, it is enough to illustrate a fact: adhering to the original intention will have a future, and those traditional enterprises that did not adhere to the original intention have become the past.

　　 No matter how much the epidemic situation has been controlled, it is only a point in the long history. Individuals can not change the times, but the times can create a person. While we grasp the opportunity, we also need to clear their own positioning, not impetuous, quiet down. Do a good job, can also pry the world.