Huang Lu'S Current Situation And Countermeasures Of China'S Underpants Industry

Huang Lu: China Underwear industry Top ten professional managers. MBA, marketing management, School of business administration, South China University of Technology. At present, he is the marketing director of Zhongshan fortune Garment Co. Ltd., which has created many industry famous brand performance myths. 13 years of senior experience in the underwear industry, young and innovative brand operation experts, practical market operators, brand operation, brand innovation, rich experience of success and unique insights, for home clothing, underwear, underwear and other products, multi class combination operation is particularly good. Pioneered the volume theory of underwear marketing channel. For the first time, the product is the core, the channel is the foundation, the brand is the direction, the intention is the connotation, the innovation is the motive force, the difference is the individuality, the order is the key, the inventory is the question, the series is the demand, the display is the culture and so on 10 key elements of the home clothing brand operation. I have been invited to speak at the national underwear industry forum for a number of times.

I. Preface

Recently, chatting with Xiaolan's colleagues and chatting deeply in the next terminal market, we have put forward a key word - "predicament" for this year's underwear market. Those who hate their luck will not be able to do anything. In the face of difficulties, every family is trying to find a way. Everyone is doing an action. They are thinking and trying to get rid of the difficult situation, keep the sales volume, HOLD live in the market!

The calm of the market makes it impossible for us to remain calm. As a result, eight immortals cross the sea, each shows its own magic. Every major brand and manufacturer has various strategies.

2012, a red sea, in order to find blue ocean, breaststroke, backstroke, butterfly and freestyle, can we swim out of the blue sky? Eastward, westward, southward and northward, can we rush out of a clear sky?

Today we are not responsible for tomorrow. Tomorrow we will pay for today. When we are facing difficulties, we will fall into the trap of strategy and trap in our vicious 5 shots, which are clapping our heads, patting our hands, patting our shoulders and clapping our butts. Are we going to break through our future or dig big holes for our future? We will dig up happily today, jump tomorrow, maybe we will die early tomorrow. Have we shaken our strategy and position because of difficulties, changed our principles and standards, and lost our rationality and thinking?

"2012, keeping the clouds open and seeing the moon, not letting the clouds cover the eyes" is not a chapter of waking up, nor is it a warning text. As people in the industry, ponder deeply, only hope to set out some cases for colleagues, explain some current situations, put forward some problems, and give some opinions. A wise man sees a wise man, does not seek harmony, but seeks to share.

All things, natural society, an industry, a product, have a life cycle, all have the cycle of import, development, maturity, stability, decline and decline. Let's take a look at the development history of Xiaolan underwear in recent years. You come to me, from less to more, from cold to hot, from order to chaos, only quantity, not quality, but for customers to hold pants, do not seek innovation and continue to run all the way, never brake maintenance.

In ancient times, "fortune and disaster depend on them." Sunshine is always in the wind and rain, there is a clear sky after dark clouds. The ups and downs, the good and bad alternates, the weak and prosperous interweave, the sadness and joy to join together, is actually normal. It is more difficult to recuperate than to overcome difficulties. It is not advisable to live through, survive, endure, and die passively, but do not do in-depth analysis, strategy response, do not work according to the rules, do not seek out the rules, throw out the fist, and blindly engage in mischief, that is a positive suicide, but even more unreliable.

Predicament is commonness, trap is case! If the dilemma calls you crazy, the trap will undoubtedly destroy you!

Two, predicament

(1) description of current situation

2012, the off-season is long and early. In the past, the general off-season was 7, 8 and two months. After March this year, the market was obviously thinning. The terminal sales are weak, the agent is powerless; the boss is worried, the manager is battered, the products can not be delivered, the goods can not be collected; the old products are overloaded, the new products are weak; the sales volume is not going up, the cost is not going to come down; the profit is getting thinner and the inventory is bigger and bigger; the workers can not stay, the customers can not be recruited; seriously even the capital chain breaks, closes the door to close down, turns to stop production.

(two) cause analysis

To grasp the cause and effect is the important method of essential regression analysis. The reasons for this dilemma are mainly caused by the following factors:

(1) macro cause {page_break}

The European crisis, the high unemployment rate in the United States, the slow recovery of the world economy, the implementation of trade protectionism by all countries, the impact of the financial crisis, the spanformation of the domestic market has become inevitable, prices are soaring, people's basic living costs increase, investment and consumer confidence is not enough, investment, exports, consumption of the 3 coaches more difficult. Engel coefficient More and more, Masno's demand has been reduced, the macro-economy has been so, all walks of life are facing difficulties and bottle paths, and the underwear industry is not comprehensive.

(2) micro reasons

1, external reasons:

From the physics point of view, boiling water cooling and cooling must be faster than warm water. In recent years, the water in the underwear is getting hotter and hotter, Xiaolan is on fire, underwear is cold, underwear is hot, and the pants are hot. It can be called "crazy underwear". More and more people are entering. No matter whether they invest in the source of capital or the new human resources, cross industry, span regional, cross category, and even outside the single, upstream and downstream supply chain have all poured into the tide of underwear, the market is depressed, the cake is thin, the number of plates is increasing, the supply and demand is out of balance, and the predicament has also been created.

2, internal reasons:

Underwear, this bowl of rice, used to lie down to eat - very tasty, after sitting to eat - eat steadily, and then stand to eat - a little bit of effort, now running to rush to eat - not tasty. As a result, different ways of eating and eating are in disorder. Disorderly competition has started. Vicious tearing has emerged. Short term behaviors are common. Underpants, this subway to the spring, the platform is crowded, the carriage is crowded, the scenery along the way has no time to appreciate, no one knows why get on the train, only know that everyone else is trying to squeeze, I should rush to the inside; no one knows where to drive, where to stop, just know to get on the train and walk again. Unscientific analysis, irrational judgment, no budget and plan, no goals and positioning, head fever, body following the trend, not looking up the road, just head down, and immature behavior is bound to lead to a developmental dilemma.

Three, traps

Today's pie, tomorrow's trap! There is no layout, blind entry, not only can not break the board, but will lose. In conclusion, there are mainly several types of traps for underwear enterprises:

(1) strategic pitfalls

The way of thinking determines the way, and the goal determines the method. Many of our business owners, before making directional and positioning decisions, have strategic mistakes, proper methods, and wrong directions. They are also twice the result with half the effort.

(1) diversification trap

Diversification trap, in fact, is when enterprises encounter the bottle diameter, they use space to change time, seek blank, hope to increase land occupation instead of intensive cultivation, which is a short-term behavior of overdraft or even abuse their own development space. Blindly pursuing quantity and quality addition will only do simple addition operations, not using multiplication geometry effect, but only in the face of crazy subtraction results. In terms of form, it can be divided into 4 main categories.

1, industrial diversification trap:

Underpants are trapped in the industry, and the pursuit of interests has led to more and more short-term behaviors of enterprises (especially large enterprises). Mines, property, pavements, financial instruments and artwork have become carriers of not doing enough work.

2, brand diversification trap:

Sales volume is not enough, brands come together! Many small and medium-sized factories, thirty million of the brands do not have one, every year they push new brands, find new customers, and have several brands in their hands, all of them are two hang ups five, three are not listed, they are annual sales volume of 100 million, a large number of customers, as long as money is given to goods, three hundred million and fifty thousand can be handled, and a group of two batches is sold, wholesale retail business. When the new brand is released, the marginal utility decreases obviously.

3, category diversification trap:

Sales volume is insufficient, category comes together! People's heart is not enough to swallow elephants. Regardless of whether the distributor can afford it or not, the academic profession has long been neglected, and a class has not yet done a strong job. It has blindly put on socks, underwear, warm pants and bra. There is no project research, no product planning, no price combination, anyway, it is selling through channels, taking the channels and taking out, and selling out. The last straw to crush brands and channels is getting heavier and heavier.

4, channel diversification trap

Some manufacturers engage in a series of supermarket products. They rush to the KA supermarket to squeeze in, do not take into account the conditions of entry, do not look at the cost agreement, do not make financial calculations, do not have any full-time projects, do not do pilot business gradually push away, blindly emphasize entry into the market, enter the market again, shop the market and redistribute the market, make quick profits, and finally pay the fees. The products are sold on shelves, and they can not be sold. On the surface is the rapid growth of shipments, in fact, the spanfer of products across the country, the delivery of 2 cars, return 1 vehicles and a half. The operation supermarket is very complex. It is a system engineering. There are many doors and roads, and blindly enter the whole line.

(2) for inventory.

Because of the past blind copy and simple imitation, resulting in a large backlog of domestic inventory, corporate debt increased, liquidity is seriously inadequate. So, to make a gimmick, hire a manager, design outsourcing, launch a new edition, open a luxury investment promotion club, take out half the money, double the number of sales and other stimulant sales policies, use interpersonal relationships, sign up for money, send new goods, shop is inventory. Put the cart before the horse, and put the cart before the horse. In the end, the stock is still in stock.

(3) sales for production

Because of market difficulties, orders are reduced, production capacity is wasted, part of the cars and cars are cut down and production is reduced, workers are unstable, and the boss is worried. Therefore, we should summon R & D and sales, not to set up new quarterly products according to market demand, what to produce, what to sell, what to sell and what to do, not to market oriented, but to take production as the center, with production and sales as the typical production enterprises, and lack of market operation and strain energy.

(4) fast fashion trap

Simply imitate the ZARA and HM mode, misunderstand the real foundation and connotation of fast fashion, design outsourcing, push new money to agents continuously, sell out a batch, calculate a batch, the new type is bigger than replenishment. Ignoring the fast fashion of ZARA, it is built on the supply chain and logistics system, and is facing the fast fashion of terminal stores directly. It is the fast fashion of emerging channels. The traditional wholesale industry channel operation is not suitable for fast fashion practice. The increase of production and sales units will slow down the efficiency of production and sales. The more the number of entries, the larger the inventory, the remaining part of the East, and the remaining one in the West. And Underpants industry It is a practice rule to distribute the agency's arrears. As long as the manufacturers are in arrears, they will not sacrifice their profits to deal with inventory and discount sales. Over time, the snowball effect will happen. Don't look at it today. Watch out for the list tomorrow.

(5) single pants trap {page_break}

Xiaolan's single trousers, formerly known as the "wholesale boutique trousers", had been built up in the past two years. The vicious operation should now be called "bulk trousers". It is roughly divided into 3 grades, one category accounts for 20%, 10 yuan or more, one category accounts for 50%, 6 to 10 yuan, and one category accounts for the remaining 30%, 4 to 8 yuan. From the wood to viscose, from viscose to cotton, the cheaper the fabric is, the lower the number of cotton yarn, the lighter the weight of the cotton yarn, the smaller the weight, the smaller the number of trousers, the smaller the number of yards, the smaller the number of yards and the smaller the space. The space is being cut down and narrower, instead of the high quality to the branding and the real exquisite and exquisite operation. When the colleagues excavate and occupy other people's price space, have they ever thought that they themselves forced their own space to choke too hard? A few days ago, I went to the department store, and I was delighted to find VO's counter, 80 combed wood price, the retail price of 248 yuan / piece. It is a paragon of positioning fine quality and high price, worthy of respect and salute. At the beginning of the brave words, shouted the "to be China CK" colleagues, you have been Shanzhai, have been refined?

(two) management trap

(1) cash flow and profit trap

The market is not good, increasing the distribution of goods, increasing arrears, selling and arrears seriously imbalances, poor business, crazy sale, price promotions. A large number of sales promotion can no longer arouse the high excitement of the market. Price promotion has become the only hope for the survival skills and agents of the enterprises. The dispute between channels has been plunged into endless troubles and eroded profits. The basis for enterprises to survive is cash flow and profits. Once the financial leverage is out of balance, it will be a disaster. At that time, Shi Yuzhu's giant group collapsed, and how much of our traditional underpants industry had to go for a walk?

(2) create market traps in the light of momentum.

The market is in a slump. We need to make investment in the market and get a name. Please endorse it and smash some advertisements. The brand name is placed on the popularity of celebrities, and the image of the brand is attached to the impression of the star. It is possible that the star is out of trouble and the brand is out. The practice of beating chicken blood and doping will only temporarily break the record and make it difficult to create long-term glory.

Four, strategy and response

First, I want to share my travel diary.

In April, I visited tens of millions of sales in the first 5 months of 2012, and visited the exhibition hall of a provincial agent wholesale market in the first few months of 2012. I was amazed and even surprised! The box pants displayed only 2 central islands (and one of them only had one side display box pants product, the other side put the sling), counting down, men's trousers were only 47 single products, and the trousers were only 52 single products (many of the best sellers didn't see their numbers). As a sales volume of nearly ten million provincial customers, they displayed almost the same as retail terminal stores. To go to warehouses and warehouses is only the products of these products. So few products, such a display, so extensive, can create tens of millions of sales volume. We must admire the powerful radiation selling ability of the wholesale channel. As a result, we can see that as a provincial market, the market space is huge.

Through on-site enquiries, the following points are raised:

1, the new season, part of the number of goods did not even shop, never compared with the new album to check the vacancy.

2. Bestseller (especially for the old money), the sale of the sample has disappeared since then. Sorry! Sorry! I have never offered to provide the best seller with the best selling number (especially the new national best seller).

3, what goods are stored in the warehouse, and what goods will be issued at the end of the terminal, and will not be sold naturally. Some of them will sell well, and only a small number of customers will be able to sell the products. They have never been recommended for a wide range of markets, but will not be more popular.

As a provincial agent, putting aside promotional brands, service terminals, and other work for the time being, no matter how good the goods are, the goods are put in place, the goods are pushed, the basic work done is good, so irresponsible. As a manufacturer, it is entrusted to one side market, millions of millions or even billions of consumers, not to be treated kindly.

To solve the problem, we must solve the problem.

1, the exhibition hall of the provincial agents, men's pants single product display must be at least 60, and women's trousers should not be less than 60 at least, and the aggregate should not be less than 120 single products. Our company recruits business personnel to make spot checks on spot checks regularly. If there is any discrepancy, once verified, no matter how large the customer is, the sales volume will be abolished, and the cash will be cleared within 15 days, and the inventory will be digested and resolved automatically.

2, we provide you with 50 men's best seller and 50 best seller, "100 standard product list". The agents at the provincial level must be displayed in their showrooms. Before the autumn winter meeting this year, according to this table, our recruitment personnel will check the number of goods on the spot without a regular visit, with less goods and 2000 yuan.

We hope that the agents will understand the company's attitude and starting point, compare the form, take the initiative to contact the merchandiser, and strictly follow the execution.

This notice came out. Throughout the country, dealers have been replenishing orders, constantly checking agents and terminals, placing thousands of boxes in just a week. We need to go to orders, ease the plight, straighten out the channels, and extend the extensive opening to fine operation.

In the face of difficulties, do not do well, and go to busy to do well. When we are faced with problems, we clamour for things, call the north and the south, and do nothing with them. It's better to calm down and return to the 4P foundation of marketing mix. We should do fine work on products, pricing, channels and promotions, and do the basic work that we did not do well because of extensive management. Are our national standard varieties and regional best seller varieties listed and implemented nationwide? Will our customers do 100% of the paving work? Will our terminals arrive in time in order to purchase, display, image and track services? Are our products portfolio, price combinations and operation promotion done mature and reasonable?

"Keep the clouds open and see the bright moon, do not let the clouds cover your eyes." First of all, where is the road? Where is the space? The road and the space are at our feet! After all, the advantages can not make people progress. The advantages are the advantages, the ones that have given you have been given to you, and the shortcomings have been corrected and improved. Naturally, progress has been made. At that time, calm down and think carefully: {page_break}

1, who moved my cheese? Who dares to move my cheese? Whose cheese should I move?

2, who has robbed our capital and profits? Why are we always out of stock? Why is the stock unreasonable? Is the concept escalating? Is the team building and mature? Is the image promoted and established?

3, four manufacturers to do the price, three manufacturers to make products, second class manufacturers to make brands, first-class manufacturers to do the model, which stage is our enterprise? Four flow merchants wholesale circulation, three flow merchants terminal wholesale, second class business team building, first-class business mode innovation, our agent and customers still remain at which level?

4, is the production and financial process ERP efficient? Is the CRM system established? Is database analysis applied?

5, is customer relationship marketing scientific and rational? Are gold customers, cost big customers, customers complaining, customers coming back, order distribution, and ABC classification work targeted?

6, is the short-term and long-term goals of the firm locked and popular?

7, is the enterprise system perfected?

8, is our channel three-dimensional? Is our product serialization perfect?

9, innovation is the soul of enterprise development, especially in the three major areas of product innovation, management innovation and marketing. Are we doing it? How are we doing?

10. We... .

"Keep the clouds open and see the bright moon, do not let the clouds cover your eyes." Secondly, the most important thing is to concentrate, the market is large, and the market is at the foot, so long as we concentrate our energies, we will use all means to locate the target market and meet the needs of our customers. If you scatter your energy and look around, you can see that there is no market or channel for you to stand on. You have to retreat, no defense and attack. The spanformation mode of modern enterprises has changed from diversification to strengthening the main business. It has changed from a broad market share to a serious choice of its target market. Successful businesses are undergoing deep market segmentation and product segmentation. Only by subdividing, can the concentration of resources be high, and the effectiveness and efficiency of management can be brought into full play. Only by subdividing, will the whole team's energy, experience, wisdom, financial resources and material resources be concentrated in one industry, one brand or even one product. Through years of even decades of unremitting efforts, efforts can be made to manage, scale and efficiency can be highlighted, and success will definitely belong to this team. Just imagine, in the face of difficulties, every boss can't do well in the East. He can't make things happen in the West. The dragon of the team is always in the swing, the dragon tail is always shaking, and the dragon body is unstable. The sun is too strong to shine on the ground at a maximum of sixty or seventy degrees, but with a magnifying glass facing the sun, it can ignite paper. This is the power of focusing. This is the power of concentration. It is thought that trees are good for the cool. In fact, trees attract the wind, blind greedy seek perfection, and expect to use space to change time.

Five, concluding remarks

2012, keep the clouds open and see the bright moon, do not let the clouds cover your eyes. At the end of this article, I think: in the face of difficulties and difficulties, what we really need is a strong heart, how big the heart is, how big the stage is. Small underwear, wide market, narrow business, lofty aspirations, and difficult times together!

When you cherish your past, your present and your future, you are at the top of your life.

When you understand that success will not make you, failure will not crush you, and plain will not drown you, you will be at the top of life.

When you cultivate yourself to overcome all unhappiness and value your own responsibilities instead of power, concern about the misfortunes of others, and concentrate on Yu Zhengjiu and comfort, you stand at the highest point of spirit.

When you look back with no regret, look forward with hope, look down with a generous heart, and look at it with a calm heart, and you are at the top of the soul.