How To Get Rid Of The "Stock Crisis" From The "Sketch" Of Hangzhou Men's Clothing

In the first half of this year, clothing companies spread " Inventory crisis "Accompanied by the overall external economic situation is not optimistic, the clothing industry" steamed bread pickled mustard gruel ", miserable life.

In the weak market, there is such a wonderful work that Hangzhou women wear. Jiangnan cloth Its men's clothing brand is "sketch". There is no large area of advertising, no popular stars do brand endorsements, sketches do not show the mountains do not appear in the water, becoming a dark horse in the domestic men's clothing industry. In 2010 and 2011, the national retail sales increased by more than 100% for a consecutive two years, and single store business income increased by 30% over the same period.

"In the first half of this year, our national sales increased by 36% compared with the same period last year." " Sketch "Wu Zhengrong, director of sales, owes his achievements to a fixed customer base. Although it is a new brand, the new consumer group" Tsao Sao men "is loyal.

In the tide of money, people live in "Sao Sao men".

Two thousand people spend more than twenty thousand in one time.

"I have always liked this brand of clothes, and I always buy two pieces every season." In the eyes of friends, Xiao Chao, a Chao man, picked clothes yesterday at the "sketch" shop on the way to Hangzhou stadium.

In the big men's clothing market, how does a Hangzhou men's wear brand firmly grasp the hearts and purses of customers? Wu Zhengrong told reporters that "sketching" wants to "grab" a group of new groups they excavate: to pursue individuality, to have a keen sense of fashion and to show their taste in a low profile. They are "literary youth" and "Sao Sao men". They are small but have high brand loyalty.

"A stable source of services has contributed to the sales performance in the first half of this year." Wu Zhengrong said that at present, there are more than 2000 customers in the country who spend more than 20 thousand yuan on platinum cards at one time, with a one-time consumption of two thousand and ten thousand customers. In the sales strategy, "sketch" also has the innovation, the detailed database lets them very "intimate": the company can judge the hobby style according to the customer's expense record, after the new product arrives, has pointed to the opposite party.

Wu Zhengrong admitted this. Consumer groups It's too picky to fool. "There are about 600 new products to be launched every year, and other brands will draw inspiration from street shooting and clothing conferences. We can't do this, but we must be original." When the brand was first established, it was a group of young designers, the youngest being only 23 years old. "This is a young brand." Wu Zhengrong is constantly emphasizing this. At present, the size of the designer team has expanded to 15 people. Members are still young and vigorous, with an average age of under 30 years old. Creative inspiration and fashion assurance can be well embodied in products.

　 "No shortage of excess" + "positive price strategy"

Help enterprises to suffer less impact

Recently, nearly 300 square meters of "sketch" Xicheng square shop opened, so far, "sketch" has reached 113 stores in China, including 5 in Hangzhou. And it does not rush to "enclosure" expansion, and now franchise accounts for 60%. "Our main purpose is to expand our policy so that we will not be hit harder in the crisis." Sketching has rigorous data analysis for every agent, and even "thorough investigation". "We will understand their sales skills, the way to receive customers, and the understanding of the market." Only through strict examination can agents be obtained. Besides, some agents who are weak in risk tolerance are screened first.

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Discount is the usual way to promote the clothing industry in recent years. Without discount, the "positive" strategy makes "sketch" an alternative in the industry, but this set is very popular with consumers.

"The positive price strategy keeps our products from having so many bubbles in it." Wu Zhengrong told reporters that in the early days of brand building, different marketing strategies were implemented in different cities, some of which were sold at a discount, but the catch was that the stores that performed the "positive price strategy" first had the best performance. "Our survey found that this is related to customer's consumption psychology. Discount reduces brand recognition, and the profit sharing strategy is not pleasing. What it attracts is that this group of consumer groups has low brand loyalty."

It is understood that in 2008, "sketching" walked on two legs to expand overseas markets. Now it has opened stores in Canada, New Zealand, Russia and Thailand, and next year they will also settle in Japan and France.

　 News background

Clothing enterprises encounter cold current

The total inventory of 84 listed companies is 70 billion 800 million yuan.

After the financial tsunami, we met with the European debt crisis. For domestic garment enterprises, from last year, they felt "pressure mountain".

Some clothing and Apparel Industry Association's research report points out: clothing enterprises have entered the dilemma of "warm boiled frog". There are signs that 2012 will be a cruel winter for China's manufacturing industry than in 2008.

After a short period of glory in the first half of the year, orders fell sharply, stock pressure was huge, labor costs rose, RMB appreciation, raw material prices fluctuated, loan interest rates were raised, and many unfavorable factors superimposed, forcing many domestic enterprises to cut down production or even stop production. The impact of this crisis is very wide. Textile and garment enterprises such as Zhejiang, Shaoxing, Shengzhou and Huzhou have said that many factors such as labor cost rising, RMB appreciation, raw material price fluctuation and financial cost growth have caused many enterprises to get into trouble. Among them, the impact of rising labor costs is the most, some enterprises in the year the wages of workers rose by 20%. Many enterprises are deeply trapped in "small profits whirlpool".

Entering the 2012, garment enterprises also encountered "inventory war". The industry chiefs, such as Mei bang, fan Kai pin, Semir, Hai Lan home and so on, have been affected. Some of the small and medium-sized factories that do OEM are selling out. Flush statistics show that in 2011, the total inventory of 84 listed companies in textile, clothing and fur industry reached 70 billion 800 million yuan, an increase of 25% over the 56 billion 742 million yuan in 2010.

For clothing that belongs to fast moving goods, the commodities in season will depreciate continuously. "Three years ago, basically the floor price." The head of a garment enterprise said.

Insiders said that garment enterprises can not blindly transform themselves, develop their own brands and fight the market, which will lead to more disorder and vicious competition. Every enterprise must learn one thing: survival first, life saving. Save your life and consider domestic demand.