Clothing Brand Alliance: The Power To Pull Hands

Industrial upgrading and building

China's garment industry is increasingly developing towards clustering. It takes the Yangtze River Delta, the Pearl River Delta and the Bohai rim Delta as the radiation center. In the main production areas of Guangdong, Zhejiang, Jiangsu, Shandong and Fujian, around the professional market, export advantages and leading enterprises, there are many regional industrial clusters mainly producing certain products.

Women's wear in Hangzhou, men's wear in Ningbo and Wenzhou, Jinjiang and Shishi.

However, with the change of market competition, the warm cotton padded jacket has increasingly become a constraint on the regularization development of enterprises.

It is mainly reflected in:

Homogenization competition is more serious.

The cooperative relationship between enterprises in a cluster is mostly to reduce procurement costs by using a certain upstream market, reduce paction costs by using unified professional market, reduce production and management costs by using cluster size effect, and enterprises have serious homogeneity in their strategic direction, development thinking and operation mode. Products, styles, product positioning, sales strategies and business expansion modes are all hit by cars everywhere.

Competitive means are single and profits are becoming increasingly thin.

Cluster development has reduced the cost of enterprises, and cheap and good quality has become the magic weapon for the early growth of enterprises. It is also the only magic weapon for many years. Due to the formation of the buyer's market and the increasing competition pressure, many clusters have begun to use the only magic weapon to compete in the "self inflicted" price competition, and the enterprises have been bogged down in small profits or losses.

Channel construction is very fragile, and enterprises lack brand access to the sea.

Most of the garment industry clusters in China belong to the specialized market based cluster, that is, the main business of the cluster is the same product, and it is managed through the specialized market in the region or adjacent area.

These clusters account for more than 60% of all garment industry clusters.

For a long time, the enterprise has gone through the specialized market and has gone through the wholesale mode, and is in a very loose relationship with the sellers in cash, spot and spot pactions.

Such a relationship once made the enterprise comfortable and did not care about the construction of brand and channel, let alone terminal construction.

Many bosses are extremely impressed by this: "we are just starting brands, we have no strength to build our own channels, and channel investment is not competitive. This is the biggest problem."

When we see that this little cotton jacket is no longer fit, we can not simply take it off. Instead, we should look for positive forces from this model and magnify this power and make up for the shortest piece.

These positive factors are mainly: Division of labor and cooperation among industries, making the industry in the region become more professional and flexible, forming an organic supporting system. The complete and powerful supply chain and multi choice industrial chain also lay a good foundation for the differentiation and innovation ability of enterprises in the cluster.

At the same time, the business pulse and connections that have been formed over the years have also provided the foundation for cooperation.

However, how can this embrace be tight, firm and effective?