Garment Industry &Nbsp; Phoenix Nirvana, Looking Forward To New Life.

1. The general trend is irreversible.

Since ancient times,

The fact that 2008 has proved that the turbulent global economic crisis has caused a great blow to China's outgoing industries. The garment industry is the first to bear the brunt of the industry, and the total output of the industry has been halved. Tens of thousands of garment export enterprises have gone bankrupt, and 2/3's garment enterprises have been struggling to sustain their losses.

On the contrary, many of the introverted brand clothing enterprises have also achieved rapid growth, such as the average revenue growth of the United States, the seven wolves, the wedding birds and so on, reaching 70%, and the operating profit has increased by more than 100%.

Against this background, one of the 10 central policies to stimulate domestic demand is a textile and garment industry that supports export oriented textile and garment enterprises in technological innovation to cope with the reduction of external demand.

Apart from the crisis, there are many factors that cause clothing exports to face more and more severe challenges.

Therefore, how to develop the domestic market, create an independent brand and carry out independent innovation has become a common concern of the Chinese apparel industry and government departments.

The trend is irreversible, but it is also a difficult problem for many enterprises to solve before.

Because when entrepreneurs really consider turning to domestic sales, they will encounter a series of difficult predicament, such as making OEM or independent brand, how to build their own brand, going direct or selling, how to make product line, how to plan the channel, how to deal with the conflict between channels, how to do the goods in stock, how to do the confusion of price system, how to handle the lack of experience and talents, etc.

Two, to break the ten major predicament of garment export to domestic sales

Export-oriented enterprises usually have the advantages of good product quality, good corporate credit, strong production capacity, good cost control, certain scale and capital strength. They also have disadvantages such as lack of independent brand (OEM), lack of marketing and R & D design capability, and unfamiliar with the domestic market. The business mode is mainly based on orders, and management mode is mainly based on production management.

In the face of domestic sales and completely different domestic market, export-oriented enterprises often have a lot of problems and don't know where to start. This requires us to systematically think about business models, strategies, marketing and guarantee systems, rationalize management and find answers.

As the latter, the export-oriented enterprises can not adopt the same market strategy as the competitors who have occupied the market for many years, and take the traditional road of market development.

It is necessary to innovate in business mode so as to precede the opponent, enhance the strategic position, and make a higher starting point.

Dilemma: do you want to be OEM or spend money to build your own brand?

The nature of the problem: the choice of business mode and company strategy

Solutions: first, choose a business model that suits itself and is relatively advanced. If there is still a distance from the leading business mode, choose the nearest and relatively advanced mode and gradually migrate. Secondly, redesign the company strategy, product brand and organizational structure according to the expectations of customers, competitors, capital markets and stock East.

For example, the business mode migration path we designed for a OEM enterprise is: OEM-ODM-OBM- forward integration channel franchising monopoly and e-commerce.

Figure two, business model selection model and migration path.

Dilemma two: lack of experience in the domestic market, do not understand the needs of domestic customers, opinions vary, do not know where to start.

The nature of the problem: Market Research, target customer research

Solution: first, do market research and target customer research, and draw accurate and complete blueprint for the domestic market, so as to clearly define the target market and channel path, and, if necessary, draw on the market experience and commercial wisdom of domestic consulting companies.

Dilemma three: how to plan product line?

The nature of the problem: market segmentation, selection and product line planning

Solution: according to the market oriented marketing system, market segmentation, selection and scientific coverage, target customers, middlemen and competitors to buy industry for research and market research, so as to design targeted products and marketing mix.

Predicament four: products are not suitable for domestic market, what is the price too high? How to develop the best selling products suitable for the domestic market?

The nature of the problem: R & D mode, product design and pricing

Solution: according to the market-oriented marketing system, the new product development mode should also be guided by customer needs, from market research, concept formation, product design and research and development to the pricing, promotion and listing of new products, and the whole line should be customer oriented, and customers should be involved in the whole process, so as to develop products that are more salable and competitive.

The dilemma is five: what is the disadvantage of late development, the lack of customer relationship and the accumulation of channel resources?

The nature of the problem: marketing mix and dealer policy

The solution: take the differentiated marketing mix and distribution policy that the target customers want most, provide unique brand value and channel support, so as to grab the resources of other people's channels and final customers, because this process is very similar to the dug behavior in the process of love, which we call love marketing.

Predicament six: what is the lack of brand awareness in China? OEM did not know how to build its own brand.

The essence of problem: brand building and market promotion

The solution is still based on market orientation, brand positioning and marketing in line with the brand preference of target customers, planning targeted marketing activities, and shooting the whole country without having to invest heavily in TV advertising. The way of direct hitting the target can often lower the cost but achieve twice the result with half the effort.

Dilemma seven: what mode should be adopted to open up the domestic market, distribution or direct selling?

The essence of problem: channel mode choice

Solution: according to the market blueprint drawn before, clearly locate the target market and channel path, so as to choose the channel mode, and deliver the product to the target customer most economically and efficiently. Because there is no direct selling channel and no resource accumulation in the domestic export enterprises, it is usually necessary to carry out deep alliance with dealers around the country so as to help dealers and help them in all directions, and at the same time, exploit their strength to open up the domestic market.

Predicament eight: how to choose channels and how many channels to choose? How many of them will be selected? What are the areas to go to?

The essence of the problem: channel planning and terminal management

Solutions: first, according to the principle of market orientation, we should carry out scientific channel planning, design the three degrees (width, breadth and depth) of the channel, including regional selection; secondly, establish a channel system with highly consistent interests and adopt a win-win strategy to avoid internal competition among the channels; the main weight of the garment industry is still in the traditional channels, but the growth of new channels such as the Internet is very fast. We propose that traditional channels should be the main channel and the emerging channels should be supplemented, and a channel system with one wing and two wings should be established. Thirdly, a unified terminal image will be promoted and managed to enhance the terminal activation so as to intercept customers.

Fig. three. The strategy of "one body and two wings" for a certain enterprise.

Predicament nine: lack of talents who are familiar with the domestic market. What can nobody do?

The essence of problem: organization and talent dilemma

Solution: attract talents who are familiar with the domestic market with software and hardware conditions; train key talents through consulting projects; recommend key talents through consulting companies and headhunters; invite experts or consulting companies with rich experience in domestic market practice to do systematic training for domestic marketing teams.

Predicament ten: what is the first step in developing the domestic market? How to open the situation quickly?

The essence of the problem: building a team, a market pilot, a spot, and a quick copy

The solution is to redesign the company's strategy and marketing system combined with capital market expectations, shareholder expectations and customer needs, establish a domestic marketing team or sales company, select a city to conduct pilot projects, build a model market, accumulate experience, and quickly replicate and promote.

Three, Phoenix Nirvana, looking forward to new life:

In fact, the difficulty of exporting to domestic sales lies in the huge difference between domestic market and foreign market. The operation methods are quite different. It is very strange for export-oriented enterprises, which makes these enterprises feel that there are many problems, and they are far more than the above. They are different from each other and do not know where to start, which makes many export-oriented enterprises shrink back and eventually return to export.

In fact, the problem is not so difficult as it is supposed to be. In the final analysis, it is necessary to establish a market-oriented marketing system, to wholeheartedly consider the needs of customers and manage the customers' needs to the utmost. Thus, there is no bad market, including the domestic market known as the "consumption kingdom".

Under the market oriented marketing system, we can innovate every link in the marketing value chain and win the system, so we can gradually open the domestic market and be hard to imitate by competitors.