Enterprises Should Seek Reasonable Development Mode From The Perspective Of Consumer Demand.

Recently, China

"At present, 80 and 90" have become the main body of clothing consumption. Their shopping ideas are quite different from those of the previous generation. These young people are keen on their hobbies.

Their shopping

In view of this concept of fast consumption, how to seize the needs of consumers has become particularly important.

Itou Tada, chairman of App China Group Ltd China fiber group, believes that as long as the era of ready selling of good products is over, we need to accurately perceive the needs of consumers and build a rational product in.

Xia Guoxin, vice president of the China clothing association and chairman of Shenzhen Ellassay Apparel Industrial Co, said that the change of consumers gave us a headache. Their change was very fast, and their demand was diverse. Moreover, they were hard to ponder. It is very difficult and accurate to predict accurately.

The large inventory and backlog of last year's sportswear is a warning of "trying to control the market by predicting".

"The average life cycle of clothing products is only 3 months, so large-scale production and inventory is unwise."

Xia state said that the clothing industry includes many varieties and large quantities, and it wants to satisfy customers quickly. It can not be realized through mass production and stacking goods, but should be shifted from prediction to rapid response.

Small batch production of raw materials reserve

"The clothing industry needs to switch from the ordering mode to the buffet mode."

Taking the catering industry as an example, Xia Guoxin said that there are two modes in the catering industry, one is the ordering mode, the other is the buffet mode.

The order is to order around a table, order what to eat, if a dish is delicious, it will be eaten by everyone. If it is not good, it will be left there.

The buffet mode is that all kinds of dishes are put out a little bit, so that we can produce more and produce more needs.

In the buffet mode, you can only eat one thing, restaurants are continuously supplied, and some dishes may not want to eat at all, so they no longer produce. In short, inventory is what is on the plate, and it will not be wasted.

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How can this change be achieved? Xia Guoxin said, "buffet mode" depends on the management of supply chain.

First of all, we need to carry out pre production in small quantities, and then prepare for later mass production.

Preparation is not to produce garments in advance, but to reserve raw materials with the power of supply chain.

This is actually a management problem from product design to the whole supply chain, that is, the problem of delayed production design.

Through this mode, we can quickly replenish goods without causing a lot of inventory.

Like buffet, it is impossible to make a buffet with a very long period of time. There must be some time delaying products, semi finished products put in there, and eating at any time.

The "buffet mode" requires integration of the entire supplier and supply chain from top to bottom.

Xia said that integration is not all about itself, but a strategic partnership with suppliers and a global vision.

Which company and which supplier do the best quality and speed at the same time, establish a strategic partnership with him, and achieve the consensus of risk sharing and benefit sharing through the lock of time and the promise of supply.

Product differentiation is getting smaller and smaller.

Ye Feng, Professor of EMBA at Beijing Jiaotong University, said that garment enterprises need to deal with the interactive relationship between integration of industrial chains, integration of ecological circles and integration of variation circles.

He believes that the clothing industry is moving from decentralization to centralization, big enterprises will become bigger and bigger and form Big Macs, and the vitality of small enterprises will persist for a long time. In the future, the "elephant" and "ants" will exist together.

For large enterprises, there are two strategic choices: first, diversification, and two without border expansion.

So there is a trend: big enterprises are getting stronger and stronger by means of acquisition, merger and reorganization, and small businesses have the opportunity to do so without opportunities.

Chen Yongbin, general manager of Zhengzhou leading clothing Limited company, said: "enterprise's mode construction must have a position first, and then extend to product, price, channel, promotion and other contents according to the positioning, so as to finally build a unique mode suitable for the enterprise itself."

"In fact, after the removal of trademarks, product differentiation is getting smaller and smaller."

BELLE group president Sheng Bai Jiao said, BELLE's core competitiveness is not product, but in the supply chain management mode, BELLE sells very well, sales are very large, from its best-selling products can be continuously supplied, and the rapid response of the supply chain is a new competitive power.

The success of ZARA's "fast fashion" is here: the mode is right, speed up, and it will also get new value.