How To Win In The Business War? The Ten Core Competitive Intelligence Of China'S Garment Industry In 2012

Competitive intelligence 1: capital pressurization, industry into full integration

At present, great changes have taken place in the market. There are three kinds of combinations that will be foreseen in the future: the brand plus the brand, the brand plus the agent, the brand plus the retailer.

Listing will become more and more difficult.

Listed in the past, look at the financial statements, profits, taxes and business models, and future growth of enterprises in the past 3 years.

But now, the relevant departments should examine the channels. "How many agents do you have? The financial statements of agents are taken."

It's hard to play.

This is just the business opportunity of the agent.

What is it going to do about it? Enterprises want to join forces with agents.

The opportunity for agents is coming.

Some clothing brands have no conditions to go public, and the strategy of brand plus brand comes out.

Small brands are pferred to listed brands and indirectly listed.

Big brands acquire small brands and realize diversified development strategies.

Competitive intelligence two: M consumption brings

Brand high-end and low-end polarized development.

In the high-end market, we should integrate brands and products internally, and externally mix channels and services.

Internally, it is related to brand dealers and external agents and retailers.

What is the low end mass brand's internal cost?

Supply chain management is very important.

Brand players dominate the overall situation, integrate the supply chain resources upward, control the channels downwards and directly control the whole market.

At this point, the brand enjoys production profit, retail profit and channel profit, which of course requires systematic operation and management capability.

Competitive intelligence three: agents ice fire two days

Agents are stronger and weaker are weaker.

There are more and more collectivization operations of agents in many provinces, and some have become shareholders of listed Brand Company.

The collectivization and scale operation of agents or multi brand operation must be based on system duplication.

The weak, especially the regional agency, is becoming increasingly difficult because competition has shifted from systematization to scale, and no progress can only be faced with extinction or annexation.

In particular, a series of training and competition measures for core retailers were introduced.

As long as the core retailers reach a certain proportion, they can enjoy the total power of generation.

In 2012s, the four key points of breaking the Bureau were: first, strengthening the direct operation and directly controlling the terminal; two, learning to advance.

How to strengthen the direct camp? We did research in the general agent and multi store classrooms. We originally expected that the structure of the multi store trainees should be a half participation by the general agent and the retailer. In fact, the proportion of the total agent is less than 10%. Under such a fierce competition, you don't know the terminal and do not study the terminal. Why do we control it directly? Just like doing e-commerce, how does the boss not study the electronic commerce, how to give directions to the other side? Why guide the strategy? Three, talent is the key, and the mechanism innovation is the guarantee.

The turnover rate of core employees determines the development power of enterprises.

Four, core franchisees focus on breakout.

All manpower, material resources, policies and resources should be concentrated in the direct marketing sector and core retailers.

Always remember the 28 rule of the market, and 80% of the market and performance are created by 20% of the core teams and retailers.

Leading the core team of 20% to learn the most advanced technology and business ideas is the foundation for the everlasting achievements of the channel.

From the previous management to the achievement of core teams and retailers, when all your efforts are made to the team and retailers, the business will come to an end.

Competitive intelligence four: the rapid rise of super retailers

In 2012, both manufacturers and agents began to focus on core retailers, and retailers were developing rapidly.

There are three retailers for high spirits:

First, gratitude and loyalty are the qualities of success.

Rome is not built in a day, nor can it be accomplished intermittently.

As in the Organization curriculum, no brand name has no general agent or retailer, no general agent, no retailer, no team, no enterprise.

Have we ever visited our benefactors, business partners and teams?

Second, the biggest bottleneck for retailers is the operation and management of multiple stores, not money or courage.

Third, retailers' scale operation is the inevitable way to deal with competition.

The driving force for the development of profit decreasing is accumulation of scale and consumption to ensure market position and profit point.

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Competitive intelligence five: the chamber of Commerce

When competition becomes more and more intense, the combination of social organizations will be more and more.

You will find that those who deal with you abroad are chambers of Commerce. They attach great importance to chamber of Commerce.

Because when the economy reaches a certain level, people will spontaneously organize them, such as the Hefei chamber of Commerce, which is based on general agents and distributors.

Anhui has no brand name, but has formed a dealer chamber of Commerce. The chamber of Commerce has set up a company called aggregation company, with commercial real estate, and set up investment companies to issue microfinance.

It must be reminded that mutual benefit and mutual benefit are the basis of the chamber of Commerce. The chamber of commerce must support the development of the main business of the members.

The chamber of Commerce needs matching mode of operation, organization structure and supervision system.

Competitive intelligence six: ordering system into a change

The order system in 2012 is facing challenges and thinking. Akimizu Ito's strong VMI mode is a big impact on traditional orders.

Market forces bring innovation, and who can solve the pain of distributors can assemble the best dealers.

So how can manufacturers break through in competition? What else is there besides products, prices and brands? Akimizu Ito's products and prices haven't changed much, but after launching the VMI mode, brand advertising fees have been avoided.

Because it solves the pain of dealers and the pain of inventory.

Competitive intelligence seven: technology decides development power

Internet, software, VMI, BI intelligent system, Internet Business School...

Can you imagine that a small WeChat can become a tool for your management? Can you learn the best technology without leaving your home? Whether you care about it or not, it will change your pattern and speed of development.

Competitive intelligence eight: retailers' brand Awakening

The retailer's brand is embodied in the retailer's brand, which is guided by the brand combination, such as the park, the new growth field, the retailer's brand guided by the clubhouse type retail mode, and the retailer brand with the brand inventory as the leader, such as Tianlan brand tail goods mall.

The biggest challenge and pressure faced by the future brands is not the total agent turning to the brand, but the rapid rise of the retailer's brand.

After the expansion of the retailer's brand, it extends back to the supply chain and production, and finally becomes a brand dealer.

They know both terminal and products, and they are extremely destructive.

Competitive intelligence nine: logistics is becoming more and more dominant.

The development level of logistics determines the flow speed and scope of goods, and the emergence of the operation mode of electronic commerce and selling one supplement puts forward higher requirements for the development of logistics.

The so-called general logistics rules.

In 2012, the competition will expand from business to confidence and dual core operation.

Entrepreneurs start caring and start caring about people.

They have finally found that people's adjustment is not good, and not only will they not do well, they will not have a future.

The origin of the pfer is love. When love does not increase, nothing will change fundamentally.

The more people that businesses can influence, the bigger the pattern.

The truth behind these words is that entrepreneurs turn from achievement to achievement.