The Implementation Of Supply Chain Management In Chinese Clothing Enterprises

　　 Supply chain management The essence is through the supply chain. integration Serving customers Create value Thus Enterprise realization The competitiveness of an enterprise is fully reflected in the process of how to rationally select customers, identify customer needs, and effectively provide products to meet this demand. The supply chain management mode is a resource organization way to effectively plan, execute and control the process. The supply chain management mode is based on the new competitive environment of enterprises. Enterprises arise at the historic moment to enhance the responsiveness of customers, reduce costs and increase profits, and the traditional management mode can not meet the needs of the new situation. Operate The qualitative change of management mode can effectively enhance the competitiveness of enterprises. Matching supply chain management with objectives emphasizes the recognition of core competitiveness and strengthens this through long-term and unremitting efforts. Core competition Ability and supply chain synergy to increase business flexibility, and at the same time, through information technology to achieve uninterrupted process optimization, therefore, this paper puts forward 4 major points for apparel enterprise supply chain management.

The basic point of the successful operation of the supply chain is to effectively provide the ultimate consumers with a high quality and satisfying consumption environment, because the final result of the supply chain should be to deliver the products to the consumers concerned and obtain the highest customer satisfaction. Ultimately, it should be the best way to benefit consumers, so as to really bring benefits to the relevant enterprises. Industrial production and large-scale retail formats bring consumers a wide array of clothing products, offering more and more choices. But consumers spend less time and energy on consumption, and various problems in the process of consumption often make people exhausted and annoyed. Therefore, a reasonable supply chain system should simplify the process of purchase and use of customers. This can not only reduce costs, but also save both parties' time, so as to achieve the best supply chain performance.

Customer centered is not only the essence of marketing management, but also the foundation and starting point of enterprises. Successful business is inseparable from successful marketing management, which is inseparable from the success of customer centered customer relationship management. In this era of customer king, customer centered is the art of identifying customers, meeting specific consumer groups, positioning precise supplies, and achieving enterprise profit goals. Since supply chain management is a way of resource organization, customer demand is the primary factor to decide whether or not to adopt supply chain management mode and what form of supply chain management mode to create value for customers through integration of supply chain. The length of the preceding paragraph has been mentioned many times: specific consumer groups have specific consumption needs and need different modes of operation management. The correct choice of target market and the positioning of supplies enable enterprises to be in a competitive position that is compatible with their own resources. The change of the target market and the positioning of suppliers will also change the requirements for the operation system of enterprises, and the mode of operation management needs to be adjusted.

With the upgrading of consumption, the main factor that customers consider in consumption is not only the clothing product itself or product price, but a series of supporting services for the entire product. It seems that a reasonable supply chain system can not bring consumers the best efficiency and the least trouble, so the supply chain system is unsuccessful.

The second point is that enterprises should clearly position in the supply chain, focus on core businesses, establish core competitiveness, and outsource non core businesses to other professional enterprises. In the supply chain environment, there are two reasons for building the core competitiveness of enterprises, one is survival needs, and all the supply chains in the supply chain environment are survived by the survival of the fittest. Only by establishing irreplaceable scarce resources and capabilities can they survive in the supply chain environment. The core competitiveness is to build an irreplaceable scarce resources and capabilities; secondly, the need of supply chain control. Only by having the resources and capabilities necessary for the final consumption demand and other members of the industry supply chain can the whole supply chain be controlled. {page_break}

Clothing is a highly differentiated product industry, and the consumer preferences of clothing products have distinct characteristics of individuality and diversity. Therefore, differentiation strategy has become an attractive competitive strategy for the apparel industry to create famous brand products. Brand management is an important form of differentiation strategy. Successful differentiation can make clothing enterprises improve product prices, increase sales and get consumers' loyalty to their brands. As Jack Trout, known as "the father of positioning", said, "strategy is to make your business and products unique and form core competitiveness. For the audience, it means building brand distinctly.

Under the background of internationalization and homogenization of garment industry, the quality inspection and innovation of garment products is not the key factor to obtain sustainable competitive advantage. The shaping and management of strategic brand is the core issue to establish customer loyalty and win the competitive position of SCM. The international experience of China's garment enterprises is seriously lacking, and the world famous brands are very few, which is very incongruous with the status of China's world clothing giants. Nowadays, China's clothing industry has entered the new era of brand competition as the core. Cultivating internationally famous brands is the inevitable trend of the development of China's clothing brands. While giving full play to their own advantages, our clothing enterprises must see the situation clearly, be prepared for danger in peace time, adjust their status and change backward concepts, innovate mechanisms, actively expand their thinking, learn and introduce advanced management and brand operation experience in the west, and strive to win long-term competitive advantages in the international apparel market.

Of course, the cultivation of brand is a systematic project. The birth of famous brand takes time to confirm it. It takes three generations to cultivate a noble, and two generations to cultivate a gentleman. As the "brand" of the advanced stage of industrial development, it is the "religion" of consumers. Without the accumulation of time and the load of content, the real brand can not be achieved. The world clothing brand has been growing for more than 100 years. The ten largest clothing brands in the world are almost produced before the 50s of the last century. The development of clothing brand in China is only more than 20 years ago. Therefore, China's clothing enterprises must not be too hasty and unable to make quick gains and gains. They must concentrate on finding and excavating business opportunities in their leading and active market segments. First, we must have long-term plans and long-term strategic plans. We should learn from the practice of internal strength and learn from the advanced brand operation mode of western countries, and finally create a strong local original brand.

At the same time, we must avoid going into a kind of misunderstanding, that is, no specific situation, specific analysis, a bang up. What enterprises do brands, people will be called brand names. In the post quota era, China's clothing industry must walk on two legs. We should make full use of opportunities to develop OEM, and also face challenges and create brand actively. As a qualified enterprise with the conditions, if we want to break through the puzzle of homogenization and take the road of internationalization, we must create our own brand. And many of the processing and non strong enterprises that do not have the conditions to make brand names will result in a sharp increase in costs. Instead of seeing the brand, instead of losing a lot of markets, it became "four things like that". The core competitiveness of processing enterprises is to control costs; non strong enterprises should focus on channels. Only by doing this together can we ensure that our country will continue to maintain the advantages of the garment giants while entering the three countries.

International first-class clothing brands are the combination of internal factors (which are related to a certain product / service, differentiated from competing products / services, guarantees the consistency of products and services at different time and place), and the combination of these three factors: external factors (trademark, logo, association, product / service experience), and deep cultural connotations (lifestyle, self value / importance, spiritual satisfaction, group affiliation). When Nike's trademark is combined with high quality, variety of sports shoes including outstanding technology, Nike sneakers are outstanding, excellent, athletic, energetic, self-expression, fashionable, exciting, innovative and positive symbols.