Service enterprise survival sample: how to live? How to live well?

Enhancing design ability is one of the outlets for the development of garment enterprises.

How to live? This is a problem that garment companies facing high inventory and high labor costs are eager to crack.

The reporter interviewed a number of companies and they are looking for ways to live not only to live but also to live well. Some of these methods should not be encouraged, and some are elated for "Made in China."

Form one: On behalf of the processing plant for the online shop production Mr. Wang used to do the main garment processing, to help some foreign brands do OEM.

In the early years, most of the people dealing with him were boutique shopkeepers, and many boutiques in Shanghai, Hangzhou and other places were getting goods from him. Since 2006, some shopkeepers have asked him for goods. At that time, he did not believe how much a small online shop could do, but only thought there was nothing wrong with one more sales channel.

In 2010, he found that the situation had changed. "The boutique owner who took clothes in my factory had more than 20 boutiques and thought he was my big customer. But by 2010, the girl who was doing the shop got goods. The volume exceeds that of the boutique customer. By now, her shipment volume has accounted for 1/3 of my total volume."

Mr. Wang revealed that because they are dealing with some foreign brands, some of the goods in the past will be supplied to domestic customers. However, because the amount of goods received by shopkeepers is very large, the amount of tailstock is limited, and it is directly changed. Produced. Their current method of operation is to finish processing clothes for foreign brands, and then leave the production line, and then to the shop owner to process clothes. Because of the intellectual property involved, some changes are made in the details of the clothes, such as adding a root belt, adding a bow, or changing the buttons. He said that nowadays, many factories that make machines will leave production lines for online shops in this way.

The reporter consulted the legal person. In fact, this method would infringe on the intellectual property rights of others and should not be advocated.

Mr. Wang also said that in addition to foundry factories, there are also some small garment processing factories that will process clothes for some of the shopkeepers who own the board and design clothes.

Form two: not only to package itself, but also want to package others. Mr. Liu has been doing clothing business in Hangzhou for many years, has its own brand. I have done a good job before, but in the two years, Mr. Liu obviously felt that he couldn't help. "In fact, it is not only my feeling. Some of my colleagues who know how to make clothes have this kind of feeling. It is getting harder and harder to dress now."

The women's brand owned by Mr. Liu is of good style and quality, and he was sold well in counties and cities in previous years. He told reporters that downhill is the last two years. “After online shopping got hot, cities at the county level and city level were also popular online shopping. Feeling a drop in sales, because the clothes were not sold well, some dealers were also lost. They began to find new ways to purchase goods and opened up. Online shop."

This year, Mr. Liu wondered how to transform. "Relying on the original model is definitely not enough. Because the business is not good, the workers are not good at recruiting, the wages are expensive, we cut production last year, so the backlog of clothing is not very large. But as it is now, it is estimated that It will only be harder and harder to do it, only to see if there is any other way to go."

Mr. Liu thinks that going to the simple clothing e-commerce has not been able to catch up with the situation. He wants to be a media type of e-commerce.

He first planned to set up a planning department in the company to promote the clothing of the packaging company. "I studied the online shops that are selling well. Some of the styles I look at are really ordinary and the materials don't look very good, but they are selling well. The reason is that they are well packaged and the models look very beautiful. The photo was well taken, and the text description of the clothes was written in the same way as Tian Xian. I feel that it is no longer enough to focus on styles and fabrics, but propaganda and planning are very important.

Mr. Liu said that his media department has already been preparing, some of them are already in place, and now he needs to accumulate more experience. When the next order meeting is expected, it is estimated that he can send related information to the distributors. If he does well, he will do well. He wants to help other clothing companies do packaging and planning.

Form 3: Open shop, but different from the physical store Nazha clothing has made some fame in Hangpai clothing. In the case of unfavorable industry environment, it still maintains a growth rate of more than 20%.

“But this does not mean that we have no pressure.” Zhou Junfeng, the official in charge, revealed that Nazha’s sales in 12 stores in Hangzhou have generally failed to achieve the target of a 50% increase in sales. On the other hand, cost pressures are indeed climbing. “Over the past two years, rents have generally risen by more than 50%. The facade of downtown areas is only 70 square meters, two years ago it was about 200,000 yuan, and now it has risen to 3-4 million. The labor wages are rising every year. This directly compresses our profits."

“In addition to entering the high-end shopping malls, the threshold is getting higher and higher, so I have been thinking about whether there is a new marketing channel.” Zhou Junfeng told reporters that by the end of 2010, Nawen opened the store to the Internet and repositioned target consumption. group.

In fact, the use of e-commerce channels to consume inventory is not new in the apparel industry, but Zhou Junfeng does not agree. "Consumption of inventory is indeed important, but this is not competitive, it will only do bad brand. We invested 8 million yuan, opened an online flagship store, but it is entirely different styles and different prices, different ages. The floor should be 5 to 10 years old."

This kind of sales model has enabled it to open more than a year's time online shops, reaching more than 80 million yuan in annual sales. "In June this year, sales have doubled year-on-year, and we are confident that we will exceed 100 million this year."

Zhou Junfeng told reporters that “physical sales + e-commerce” is walking on two legs and is currently considered feasible.

“The downturn in physical store sales in the apparel industry is a fact. 50% of apparel companies have come out of the e-commerce sales channel to rescue themselves, or wholesale inventory to e-commerce sellers, or directly open shop.” Ms. Shen of Zhejiang Garment Industry Association frankly stated .

Form 4: Creating an overseas market with “Made in China” In many hangzhou apparel companies, there are also some brands that have created a way to link up with the international market, thus hedging the risks of domestic and foreign markets.

“Companies like Jiangnan Puyi and Qiushuiyi who have made brands early have maintained a 30% growth rate this year,” said the person in charge of the Textile Division of Hangzhou Economic Commission. As early as 2003, Jiangnan Puyi had 400 branches in China; 2005 In 2001, Jiangnan Puyi established the first overseas shop in Moscow. Later, the company continued to expand overseas and opened stores in Tokyo and Seoul. In 2010, Jiangnan Buyi established a new store in New York.

“Advance to Tokyo's Takashimaya, New York's Saks Fifth Avenue boutique department store, Paris Lafayette, and other foreign front-line department stores...” Mr. Ni, general manager of Jiangnan Puyi, revealed that the expansion of the international market will continue to be the main strategic goal of Jiangnan Puyi. one.

In previous years, the vast majority of brands in the "Hangpai Women's Clothing" registered new brands overseas and then returned to the domestic market. Li Ling, founder of Jiangnan Buyi, still adheres to the "Made in China" logo and brand. She once told the media, “I can understand their practice. At that time, it was very difficult for us to enter a domestic department store. If we had a new brand name, it would be a lot smoother. But from my personal point of view, it’s very difficult. Accept.How do I train my salesperson? Tell them we are importing from abroad? Isn't this teaching them a liar? I don't think it's necessary to spend energy to do this... Name of the brand, how to say it, a bit like a person It does not matter how much the parents expect him to do, but it is not important. What is important is what kind of person he is. It is the same for the brand.” Li Ling had said publicly that some people had advised her not to make “made in China.” "But sometimes, Chinese manufacturing has also become our characteristic."

Nowadays, "made in china" has become a competitive brand in the global fashion of Jiangnan commonweal, and it also proves the creativity of Chinese manufacturing.

■ Journalist's notes are slower now. Maybe there is time to think about the news of the previous few days. ZARA's financial report for the first quarter shows that sales increased by 15% to 3.42 billion euros; net profit increased by 30% to 432 million euros. . At the same time, ZARA founder Amancio Ott also became the richest man in Europe and the world’s fourth-richest man with a net worth of 39.5 billion euros. The news from the domestic garment industry is that the country’s apparel inventory has not been sold for three years. This comparison also shows that the same industry, if you have advanced models, will be able to win.

The success mode of a brand is not merely based on imitation, but the journey of building a brand needs a steady step-by-step process. A person in the clothing industry stated that the fast logistics system in the ZARA model is an important link to support the rapid circulation of its branded products. If you do not use ZARA as a clothing company on a certain day, and you observe it from the perspective of a logistics company, you will have the opportunity to discover The company’s core is a strong supply chain system. Chinese companies only seek to replicate their “fast fashion” concepts quickly, but they ignore their core competencies.

When we step into the mall, we often see a large number of local brands using English trademarks. We often call ourselves "Italian" production. Some styles are familiar and the price doubles with the "origin." This may be a quick and easy way to shape the brand and pursue rapid expansion, but it is not the only way to impress consumers.

Has it been in the high-growth local apparel industry, is it time to calm down and think where our innovations lie?

Maybe it is not terrible to slow down like now, and you are afraid that you will run too fast, consume too much, and will not fall lightly.