Link is the lowest part of the profit. Most domestic production and processing for the main business to export-oriented garment enterprises, mainly engaged in the work of foreign brands OEM at the lowest part of the value chain profit can only earn low processing fees. In the current environment, these enterprises have become the largest enterprise under attack, in response to market changes, many companies have chosen methods of transition for the domestic enterprises, the enterprise's further development.
Such enterprises has not been their own brand, does not require sales, of course, there is no marketing channels. Thus the real business transformation for the domestic market is the establishment of independent brands and corporate marketing channel planning. Therefore, brand and marketing as the key to successful business transition.
Avoid weaknesses from the "product" to "brand"
Into the apparel consumer market, products must rely on the brands above. Enterprises must establish their own, reflecting the unique value of consumer brands company, product style, led the market value of the brand. So the first task is to establish a corporate brand transformation.
Processing enterprise with research and development capabilities, long-term cooperation with the sophisticated international brands, exercise the international practice of product development team, in the forward-looking aspects of R & D and product is much better than domestic brands. Second, foreign trade business in strict accordance with a single production, product quality, cost control, delivery accuracy is better than domestic brands. But these companies did not belong to their corporate brand, not their own style of products. Longer than the foreign trade, but apparently did not brand planning and operational experience, has become the biggest disadvantage businesses.
How, then, that his or her brand? "Self-knowledge, familiar with the environment, clear objectives, establish a benchmark, rational reference" is the important principle of successful transition.
The first step is self-awareness. First of all, to make rational analysis of the enterprise itself. Of their superior products, good or familiar style, edge technology. Summed up their own product features, business features, do the brand positioning, select the desired access to the market. Such as from the product style (such as men's suits, business casual, fashion), for their customer's age, such as product price segment analysis, step by step outline their brand positioning.
The second step is familiar with the environment, on the chosen market segment classification analysis, to find a suitable target for the enterprise market. We have also to men, for example, can be bewildering variety of products, price level, product age, location, style and orientation to market analysis. Various segments of the current development situation? All segments of the operating methods and models are like how? Understanding of each market segment within which a strong brand? Enterprises themselves according to the characteristics of market segments into which is feasible? together with the analysis of future trends for the company to find a suitable market position.
The third step is the target market analysis. Company chosen after detailed target market, you need to target markets more detailed analysis of the current situation. For example, the market, which the brand is a strong brand, which brand will be our direct competitors? Strong brand success factors which can learn from? Competing brands on how to operate? Competitive brand positioning, product planning, channels, market strategies what?
The fourth step is the target brand analysis. Lack of experience as a corporate brand planning, in market segments for their choice of one or several target brand as the brand planning standards, benchmarking study, drawing mature brand experience, learn from their successful experience, which is a simple and direct to method of operation. The key reason is to learn to master what has been commonly proved to be mature and viable market rules and operating skills.
Each brand's core values can not be copied and imitated. Enterprises must find their own brand's core values, business strengths? How to expand the advantage? Disadvantage that? Disadvantages how to make up? After detailed analysis, refinement of the market for business development, brand positioning. To find its own characteristics. Set to maintain the brand's unique qualities.
In the market analysis and brand planning process draw mature software products do not use as a wise choice. First of all, a mature management software products with rich powerful analysis, in the product planning stage, can provide multi-level multi-angle data analysis, using the results, providing decision support; Secondly, the process of implementation of software systems, but also planning to adjust the existing management structure to work processes more reasonable, from the beginning and lay a good foundation for development.
Rapid establishment of marketing channels
For the transformation of export business, not a mature marketing channels, no doubt to compete with the biggest brands disadvantage. How to choose and operation of sales terminals are the most headache.
Line longer than the production of export enterprises obviously know little about marketing on the domestic market. How to build open up sales channels? Channels through which to enter the market? How do cooperative management of all channels?
Marketing channel is none other than Agent or the establishment of self-sale terminals. So, might with famous brand or generic products, agent cooperation, agents existing market resources, fast to build for themselves a certain amount of sales channels. Agents can also bring product management for enterprises, organizations and other knowledge products, enables companies to be more familiar with the market further. For new businesses entering the market, brand positioning and timely amendment product planning is important and necessary. But over-reliance on agency distributors, dealers make the market take over companies, it will affect the rapid response to market feedback.
If you choose to set up self-employed in retail outlets, retail sales for companies not familiar with it no doubt is very difficult. At this point, the use of domestic clothing mature ERP management system, professional retail managers, but also a shortcut to solve the problem quickly.
Management software reflected in the management of all domestic garment enterprises condensed years of development experience, experienced by the actual management and operation management. From clothing brands can easily grasp the mode of operation and methods. Software provides consulting services and process reengineering services to help small businesses outside the domestic market, rapid integration into the establishment of a complete retail management system terminal.
The new business model means a new beginning, then the beginning of the business in the shopping district for the establishment of benchmark model shop display products according to product planning, management standards in accordance with the implementation of terminal management and use of sophisticated management software products, the formation of starting point and terminal management, set an example for the market development, market control is also provided for future opportunities.
In addition, the management software provides real-time data on a large number of retail outlets, the data for the completion of brands and products Qiye planning will undoubtedly produce great value, so that first-hand information on enterprise applications, rapid analysis of existing products in the market reaction to corporate goods quickly adjustment, re-planning of marketing strategy.
Shandong Sangsha Group is a successful example of the domestic market! Sangsuo Group is China's set of clothing production, trade body, has in the international market occupy the high end of the weaving, printing, dyeing, sewing, design, apparel exports a complete industrial chain large enterprises. Is a fabric development, weaving, dyeing printing, garment manufacturing, export-leading industry, to participate in large international R & D organization, sharing intellectual property cooperation, division of labor and production, collaborative Maoyi of Zhi Shi-intensive, technology-intensive of the export-oriented economic organization. In the international division of labor based on the Japan-based group formed, the United States and the EU product market structure for the two wings, with more than 200 top international brands such as Adidas, Ariat, Exofficio, Fivefox, Amier such as the establishment of stable and productive R & D-type The "Sangsuo mode" OEM relationship, the company has 15 internal automated factory, a design research center, a sort of international logistics distribution center, the four trading companies, net assets of 2 billion yuan, nearly 1 million employees. In 2006, the company achieved sales of 1.65 billion yuan, profits of 230 million yuan for the country export 100 million U.S. dollars. Since 1995, the company year after year won the national garment industry sales revenue, profit and tax hundred, is the largest garment production and export enterprises. In order to better explore the domestic market and the Italian luxury men's brand Sangsha Jerry (JERAY) strong combination together to create Jerry new era in the China market! Which began Sangsha Group's domestic brand development.
Currently, Sangsha has more than high quality, high output, the image of first-class stores, respectively, in Beijing, Shanghai, Guangzhou, Shandong, and other similar cities in the most upscale mall or shopping center. The store does not exist between superior and subordinate relationships are independent accounting. Dictionary for centralized management of the financial statements and statistical inquiry, Sangsuo hope to establish in the ERP system, the Group management module. In addition, as the company advances the phenomenon exists, and agents against paragraph paragraph there hair cycle and profit instability, and the particularity of inventory management, ERP systems required to correctly calculate the cost, and procurement, inventory, meet, warehousing overall management of the entire accounting process at any time to provide accurate inventory information.
This investigation found that Sangsuo attaches great importance to the introduction of advanced technology and the establishment of international, export-oriented business model and management standards, and as early as 2001 years ago, China adopted an ERP system provided by giant companies, but the lack of traditional management systems characteristics of the apparel industry, shop online Shiyong not readily POS system, can not meet the Qi Qi Ye Xunsufazhan in particular the systems management needs Zhexiewenti serious Zuai upon the world brand in the fierce competition of the smooth development of the information Hua Dao Lu has been taking is imminent. To further meet the needs of rapid development of the company, making comprehensive comparative analysis of an examination, the rich structure of Friends of advanced technology, stable system power finally won Sangsuo of all ages.
Special problems for the money and inventory, combined with their rich friends in the garment industry experience and reliable business operation, as Sangsha introduced FYERPV6.0 system, and gradually establish a set of covering the production, supply, marketing, human , financial, and material and other sectors highly automated, integrated enterprise information management platform to ensure the collection of sales data flow information, feedback and analysis of the accuracy, timeliness, to achieve a unified logistics system efficiency. Sangsha FYERPV6.0 marketing and logistics management through the use of platforms in order to manage, intelligent picking management, price promotions management, POS terminals retail management modules, a national distribution network of the Sangsuo the reasonable control and organic management, improve the distribution network efficiency and the agility to respond to market changes. Complete information to the sales process, saving a lot of labor costs and time costs. Through data analysis and reporting, so that each distribution network clear that customer spending habits, consumption season in a more reasonable allocation of commodity resources, to enhance sales. Available in various locations nationwide on the Internet for remote real-time orders and sales of daily input of work, fully meet the apparel industry, business receipts of the two-dimensional input and multi-dimensional query and print the report, and smooth all over the country and many joined straight Camp store business management implementation monitoring. Meanwhile, multi-dimensional intelligent decision-making statements for business decision-makers to provide a customized solution that greatly reduces the cost of software integration. Solve the various sectors of data, inability to concentrate Sangsuo problem.
Friends believe that by virtue of the rich depth of research in the apparel industry, FYERPV6.0 system will be able to help Sangsha achieve leaps and bounds, sweeping into and create a higher brand value.
The transformation of the domestic market enterprises, not only changes in business, but also changes their overall function. Is to integrate existing resources and discover the inner strength of enterprises, the change in the re-development and learning process. Unique brand character and a reasonable long-term channel change operation is the enterprise choice for enterprise features its own brand of product planning and marketing, modern management model, is to determine brand success and failure.