Home >

Homogenization Of Products To Curb The Development Of Shoes And Clothing Enterprises

2012/3/13 15:01:00 58

Product Homogenization Of Footwear Enterprises

At the end of last year, "

Stock door

"Harassed shoes and clothing enterprises in Jinjiang.

The backlog of a large number of products in the warehouse not only leads to a decline in the profit margins of enterprises, but also affects the small and medium-sized enterprises in this season of the order is afraid to order, causing the order shortage.

In fact, although the phenomenon of "order shortage" has been caused by the "inventory door", the fundamental reason for it is to return to the most essential problem in the shoe and clothing market, namely, product homogenization.


So how do people in the industry think of the phenomenon of the reduction of orders for the next season in Jinjiang's small and medium-sized footwear and garment enterprises? In order to get rid of the phenomenon of homogenization of products, it is feasible for small and medium-sized enterprises to implement multi brand development strategy according to the category of products. Today, they jointly "feel the pulse" for small and medium-sized shoe and clothing enterprises in Jinjiang.


Guest of honor


Huang Jinyang, manager of brand new era (Fujian) Sporting Goods Co., Ltd.


Zhang Jiequn, marketing manager, innovation shoe industry Co., Ltd., Jinjiang, Fujian


Guo Hanyao, an expert on brand marketing of Jiuzhou colleague brand planning agency


Source: serious homogenization of products


At present, many small and medium-sized shoe and clothing enterprises in Jinjiang have cut orders for next season products.

How do you view the current market?


Zhang Jiequn: in fact, this phenomenon has already appeared since the end of last year.

At the end of last year, a large number of stock products were backlog in Jinjiang's small and medium-sized enterprises. Affected by this, many small and medium-sized shoe and clothing enterprises in Jinjiang are still cleaning up their inventory.

Huge inventory pressure has to reduce their orders for next season's products.

Cleaning up inventory in the long run can make the company light up and get rid of the burden of inventory, but it will have a certain impact on the gross profit margin in the short term.

The decline in profit margins also led to these companies afraid of placing orders, afraid to place orders.

When will the "surplus" inventory disappear? When will the company restore its previous orders?


In fact, the phenomenon of "fear of placing orders" among small and medium-sized enterprises should be returned to the most essential issue in the shoe and clothing market at present -- product homogeneity.

Especially for small and medium-sized enterprises, this problem is particularly serious.

For example, a new product developed by a small and medium sized company has spent a few days coming out.

At the same time, let these business owners entanglements, because the product is highly homogenized, facing many similar products competition, others cut prices, is to follow the price or not to cut prices, they are always in a dilemma.


  

Huang Jin Yang

In my opinion, the reduction of orders can actually be seen as a phasing adjustment of SMEs, which is not necessarily a bad phenomenon.

The reduction of orders also forced many small and medium-sized enterprises to make changes. In the face of the saturated shoes and clothing market, small and medium-sized enterprises have to make breakthroughs in brand management, product development, production management and so on.

Among them, the product should be the basic point, and the best way to refine the marketing highlights is to return to the product.


In the past few years, the rapid growth of the sporting goods market made many manufacturers busy looking for orders, expanding production and selling, and did not invest too much manpower, material and financial resources in technology research and development.

Without the input of R & D, the speed of product upgrading will change slowly, and the products will not be differentiated. The homogenization of products will inevitably lead to the rapid "saturation" of the market.

To get rid of this dilemma, enterprises should understand the needs of different consumer groups and get out of the misconceptions of the homogenization of products.

If you don't spend your time and energy to understand the needs of your target customers, just follow others, and what will be the best seller in the market, then what is the profit?


In addition, I believe that in the current market, SMEs should not blindly follow big enterprises.

What people do, what they do, though that is the least effort to save the cost of innovation, but the product of "less investment and quick results" has no future. First, the entry threshold is low, and the number of competitors is excessive. Secondly, consumers are more mature and rational, and they are more willing to choose a large enterprise product with high reputation.

For today's popular market products, large enterprises can achieve economies of scale, stable product quality and low price.

Therefore, the development of small and medium-sized enterprises in this market should avoid confrontation with large enterprises and take the road of product differentiation. From the refinement of products, from the extension of products, efforts to truly understand and solve the deep-seated needs of target customers, and reflect the unique value of enterprise products.


{page_break}



Answer:


Multi brand operation challenges big


Many small and medium enterprises are now getting rid of products.

Homogenization

Phenomenon, according to category, the implementation of multi brand development strategy, how do you view such a phenomenon?


Zhang Jiequn: multi brand operation, small and medium-sized enterprises will face many challenges.

The first is the dispersion and balance of resources.

The limited resources of enterprises, especially the non first-line brands, will distribute some of their resources to new brands.

Balance is a difficult problem. Is it necessary to strengthen the investment of the parent brand, or to expand the new brand quickly?


Secondly, multi brand management will also bring great challenges to enterprises.

Objectively speaking, the management of the parent brand is not enough, and the talent is insufficient, and the multi brand management will face a new start and rebuild a new set of products and styles.

In addition, it is worth mentioning that many brands on the market are slowly leaving the market because the homogenization is very serious.

How to differentiate multiple brands is also a matter for brands to pay attention to.


Many small and medium-sized brands want to go on the "go up" and operate the brand as the high-end brand in the market. This is understandable.

However, some enterprises lack the ability of operation and management.

It does not mean that the high-end brand is high-end, but also has a series of support behind it, such as high-end products, advanced store image, high-end brand promotion and modeling.


Guo Hanyao: shoes and clothing enterprises adopt multi brand management depends on whether they are suitable for enterprise architecture.

Enterprises must consider clearly what their overall brand strategy and brand structure are, and can not adopt the way of multi brand management when the direction of the future development of the brand is not clear. That will only bring conflicts and contradictions to the development of the brand. At that time, the enterprise may just have more trademarks than the brand in the real sense.


In addition, the differences between different categories tend to be large, which means that their consumption groups and needs are different. Therefore, when importing multi brand businesses, enterprises should try to extend the multi brand to the existing core consumer groups, so as to form cross selling among existing consumers, find and satisfy the extension and potential demand of the original consumers; on the other hand, because the core consumer groups have not changed, it is more conducive to accurately grasp the needs of consumers, and can also save promotional expenses.


At the same time, the consumer groups targeted by each sub brand should be more focused and more differentiated in style so as to form cross selling among the same consumer groups, so that multiple brands of the brand can form complementary complementary effects on the whole.

  • Related reading

Song Yi, The Fashion Designer Of Hong Zhuang: Life Is Art.

Celebrity interviews
|
2012/3/10 14:56:00
106

Representatives Of The Two Sessions Called For Lighten The Tax Burden On The Textile Industry.

Celebrity interviews
|
2012/3/9 16:55:00
69

Rick Appointed &Nbsp; Laurent&Nbsp; Alt&Nbsp; Director Of Software Development.

Celebrity interviews
|
2012/3/9 14:24:00
58

专访浙江东方百富制造有限公司总经理张伟军

Celebrity interviews
|
2012/3/7 10:39:00
313

Representatives Of Textile And Garment Industry In The Two Sessions -- Wang Tiankai

Celebrity interviews
|
2012/3/6 9:53:00
38
Read the next article

Reverse Growth Skin Care Skills &Nbsp; Persist In 3 Strokes To Recreate Young Girls' Skin

Seeing that older female stars are still young, they are somewhat jealous and jealous. Fine lines, wrinkles and dark yellow complexion all betrayed your true age. Today, Xiaobian teaches you 3 ways to protect your skin against growth. Let's have a quick look.