Managing Clothing Brands Can Not Get Together And Follow Suit.

< p > the Chinese market in the past twenty years has spoken of an opportunistic a href= "http://www.91se91.com/news/index_c.asp" > market < /a >. Market opportunities can be seen everywhere, so long as we do it, we will have the chance to succeed.

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< p > what is the strategy for an enterprise? The strategy is to understand what an enterprise should do and what should not be done.

The strategy is to find a small intersection between what the enterprise wants to do, what can be done and what can be done, which is exactly what the business should do.

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< p > but because of the long established habits, most business owners do not have strategic sense. The direction of the enterprises they control is often what others do to make money, what we do and what we want to do, and even think that strategy is just empty talk and useless.

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A survey of business trends by PWC consulting firm P found that 2/3 of the fast developing enterprises in the world have formulated strategic marketing plans for enterprises.

The survey also shows that the proportion of the strategic marketing plan from the new product or the new service is obviously higher than that of those who have not made the plan; the sales revenue growth rate of the enterprise with strategic marketing plan over the past 5 years is 69% higher than that of the non planned enterprise; the general manager is committed to solving the crucial problem for the enterprise by promoting the implementation of the strategic marketing.

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In the Chinese enterprises, P can achieve sustainable development through the formulation of enterprise strategy.

The direct consequence of strategic absence is not only the basis of the tactical system, but also the internal organization of enterprises is difficult to form resource aggregation because of no common goal guidance, which makes the enterprise hide the crisis in the process of going forward.

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< p > ZARA is a famous case which has been widely discussed in recent years.

As the flagship brand of Inditex company, ZARA was founded in 1985. It is not only a target= "_blank" href= "http://www.91se91.com/" > clothing "/a" brand, but also franchise chain store brand "ZARA" a "target=", "ZARA" and "brand".

ZARA insists on the principle of owning and operating almost all chain stores, and investing a lot of money in building its own factory and logistics system, so that "five fingers can grasp the needs of customers, and the other five fingers control production", so as to respond quickly to market demand and provide customers with "affordable fast fashion".

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< p > therefore, ZARA's strategy requires the company to launch a large variety of new products throughout the year.

The senior manager of ZARA thinks that the company runs "fashion" instead of traditional a target= "_blank" href= "http://www.91se91.com/" > dress < /a >.

Customers buy because they like "fashion" rather than ZARA.

For customers, ZARA's chain stores mean that they can find the latest and limited supply of "fashion" there.

To a certain extent, because the company runs the image of "fashion" (but the price is not high), the inventory level of the chain store is very low, usually only a few pieces of each style. In other words, these items are usually placed in the window of the exhibition.

Because of the low inventory policy, we often see empty shelves after a day's sales. Chain stores rely heavily on orderly and fast new products to replenish their supply.

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< p > precisely because ZARA has made great efforts in strategic planning, it remains clear and sober in tactics.

Even ordinary customers can make the right decisions for the ZARA, such as ZARA never marching into the clothing industry's luxury goods or selling out of date style.

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< p > and many "a href=" http://www.91se91.com/news/index_f.asp "brand > /a" in China, do not say that customers do not know their brand style, even the whole staff is ambiguous.

Therefore, even if the enterprise occasionally gets valuable commercial advice, it can not be included in its correct decision-making system and deduces a set of specific implementation plans. Therefore, the long-term practice of the enterprise is to imitate what is popular in the market and what kind of business the leading brands will launch, and to copy it, make changes and make repeated efforts.

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