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Financial Reports Released In Succession That Some Garment Enterprises Had Some Difficulties Last Year

2023/4/28 14:07:00 3

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　　 In April, the 2022 financial reports were released successively. From the data, some clothing enterprises had some difficulties last year. Meibang Clothing suffered a loss in the fourth year. Soyute's operating income continued to decline. The performance of Taipingbird, Sima, Seven Wolf, Kabin and other companies also declined year on year. When talking about the reasons, almost all enterprises pointed out the epidemic factors, saying that the epidemic in many places in China last year affected the company's sales business.

　　 It is undeniable that in 2022, the production growth rate of the clothing industry will decline significantly, but the online retail of clothing will maintain a stable growth, the industry's investment in fixed assets will achieve a rapid growth, and the consumption channels and consumption patterns will be diversified. In the face of the complex external environment, although some enterprises' transcripts are not ideal, more enterprises are making various exploration efforts, It includes rebuilding brand strength, brand upgrading, digital construction, active use of private domain traffic, among which, private domain traffic has been talked about by people in recent years, but there are not many enterprises that have really gone deep into operation to make it a sharp tool for turning against the wind. This article takes WeChat platform as an example.

　　 Some experts pointed out the potential opportunities in the uncertain era: "For enterprises, with the help of digitalization, it is easier to gain insight into who the product is sold to, who is using it, and how it feels to use it. Enterprises can be closer to customers and shift from product centered to customer centered. The uncertainty of the current external environment is a huge challenge for enterprises, but when we observe excellent enterprises, we can find that they often follow the self From the perspective of organizational ability, we usually build ourselves into an agile organization. "

　　 For example, in 2022, the total revenue of Li Ning reached 25.803 billion yuan, a year-on-year increase of 14.7%. At the same time, the company realized a significant net increase in the number of stores for the first time in three years, a net increase of 360 stores over the same period last year.

　　 What is worth studying is that Li Ning has made full use of private domain traffic in recent years. The characteristics and needs of customers are always changing, and enterprise "agility" is particularly important. For this reason, Li Ning has also added the stores of external dealers to the WeChat of the headquarters enterprise, so that promotion plans and important information can be easily sent to everyone.

　　 When customers change, the company will either become platform oriented or ecological. "We no longer set a clear boundary for the upstream and downstream to judge who is my supplier or channel provider, but share all information, so that these original suppliers, channel providers and we can work together on the same platform, and each other have value contributions, and finally return to the point of creating value for customers faster." Li Ning brand shares, They just use WeChat and "upstream and downstream" to share information, so that huge enterprises can make faster response to the market.

　　 This idea can be used for reference by all consumer enterprises facing the market. It is also typical of the operation of Ruixing Coffee in recent two years. In 2020, Ruixing Coffee fell to the bottom and became notorious after the financial fraud, but as you can see, Ruixing is now back from the dead. Its total revenue almost doubled in 2021, and its total net revenue increased by 66.9% again in 2022 compared with 2021. Its experience of overturning against the wind is worth learning.

　　 At that time, after the "critical attack", Ruixing's first task was to determine the customer-centric operation mode. According to Yang Fei, the chief growth officer of Ruixing Coffee, they decided to keep users anyway. In the three months after the event, Ruixing Coffee stores nationwide connected 1.8 million users through enterprise WeChat, of which 1.1 million joined more than 9100 user communities around the stores.

　　 However, having the opportunity to "date" users for the first time does not mean that users will immediately fall in love with you and be completely committed to you. Ruixing believes that the core of retaining users is to "understand users, not harass users, and directly push good products and personalized services to users." For example, intelligent push, Ruixing will recommend Yangzhi Ganlu in hot cities on the same day, and velvet lattes in cool cities; Or customers like to drink sweet coffee. Naruki would never recommend American coffee. It is not difficult to find that the communication frequency between Ruixing and users is not "mass delivery of materials", but "communication" with restraint and personalization.

　　 In the two years since Ruixing launched enterprise WeChat, its number of enterprise WeChat users has increased from 1.8 million to more than 20 million. After launching "one-on-one" recommendation, it has increased the repurchase rate by 30%.

　　 Looking back at clothing, the domestic clothing brand UR has also become a pioneer in the private sector of the industry in recent years. In 2022, UR will have 43 stores. During the epidemic, UR will mobilize 5000 shopping guides from its own family, activate 10 million members with enterprise WeChat in just three months, and increase online sales by more than 50% month on month.

　　 UR has always been committed to cultivating the WeChat ecosystem. First, the brand used threshold free coupons as a reward for entering the group. Then, there were more regular second killing activities and coupon issuance, which consciously cultivated the habit of paying attention to group news, simultaneously solved the inventory problem, and improved the order rate of customers. After the epidemic ended, WeChat was used for offline drainage.

　　 As a unicorn with a valuation of 100 billion dollars, SHEIN is also a typical clothing enterprise combining information flow and business flow.

　　 In China, "Volume King" SHEIN also uses WeChat to manage the supply chain, and automatically builds groups according to orders every day. At peak, more than 1000 order collaboration groups can be built a day. It is not difficult to find that in the hands of SHEIN, enterprise WeChat is no longer just a tool to reach customers and internal management, but also a connector. Reorganize information to accelerate business processes, and ultimately achieve efficiency growth.

The implementation of the concept is the corporate culture in the end, and the use of tools to the extreme is the winning weapon. In this era of "deep exploration", 2023 is still promising. Let's work together to build a "resilient growth and steady recovery" of China's clothing industry.