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Shenzhen'S Foreign Trade Enterprises Are Turning To Domestic Market For Crisis.

2008/12/12 14:20:00 31

In the past six months, a special phenomenon in the domestic clothing industry is that compared with those garment export enterprises with sharp reduction in foreign orders and breakup of capital chains, domestic clothing enterprises are booming.

As for consumers, the global financial turmoil has led to the situation of foreign trade in the domestic market, so consumers can buy relatively inexpensive clothes.

The boss of a garment enterprise privately analyzed that this would cause enterprises to fight price war, although it is beneficial to the middle and low income groups in the short term, but also has a positive effect on CPI control and decline. But in the long run, this is a vicious circle process, and even will cause trauma to the upstream products.

Thus, under such a market environment, some of Shenzhen's clothing domestic enterprises began to look for opportunities and strive for breakthroughs.

Surprisingly, they seem to think that under the current circumstances, multi brand expansion is a good way to turn "danger" into "machine".

要扩张不要萎缩

During the interview with reporters in Shenzhen, many garment enterprises told reporters that they were more willing to see the financial crisis as a rare opportunity.

As for how to seize this opportunity, they have chosen to expand their brand against the trend.

"We plan to launch a new brand by the end of this year or early next year."

Mr. Wang, chairman of a well-known women's wear brand enterprise in Shenzhen, surprised the reporter.

Why did the helm of a company that has always been steady and steady choose to launch a new brand at this time?

The company has already run three brands and has chosen to push the brand when the industry is in a bad situation. What exactly does he want to do?

Mr. Wang seems to have anticipated the reaction of reporters. He explained: "consumers are very sensitive to prices now, and they have wrapped up their purse strings.

The advantage of launching a new brand is that it has differentiated positioning with the existing three brands.

Our existing three brands are positioned as follows: one is the fast fashion brand with a price of 200-900 yuan, the other is a personalized fashion brand of 600-2000 yuan, and the other is the French senior women's clothing brand with a price of 4000-30000 yuan between the group agents.

We believe that we should seize the favorable side of the current difficult situation and lower the cost to realize the multi branding and collectivization of enterprises, and adjust the industrial structure.

Secondly, this can maximize the use of company resources, reduce the idle and waste of resources, as a whole, do more things with original resources and save costs.

Such as team management, brand structure management, brand property mode, supply chain system and so on will have a shared platform, these are the resources of the company.

In addition to these tangible resources, the intangible value of the original brand can add weight to the new brand.

For him, the sale of the new brand is important, but his real intention is to expand the popularity and reputation of the fashion group with this new brand.

"Next year, we will carefully cultivate high-end brands."

Shenzhen women's clothing brand design director, Ms ho told reporters.

Their company is also increasing the research and development of high-end series. Meanwhile, the company's multi brand and collectivization operation plan is being launched.

It is reported that the company's focus on high-end research and development in the next two years is just the first step in her high-end brand launch.

She told reporters: "the franchisees who followed us for many years are very interested in our development of high-end series. In fact, some customers can act as agents of different brands. In the next two years, when we launch a high-end brand, they will have more choices.

This part of the customer resources can be shared. "

It is understood that at present, the high-end series is only a series of women's wear brand products, the number of high-end products in the spring and summer 2009 accounted for 10% of the new products.

The channel resources and operating resources of the company's original market are still playing a role. This undoubtedly prepares for the operation of high-end brands in the next two years.

多品牌抗风险能力强

Some experts have predicted that in the short term, only the first quarter of 2009 will be able to see the trend of China's domestic market.

In this economic environment, multi brand operation should take full consideration of its risk.

Ms. Ho's company is still a single brand enterprise. Its advantage is that it can concentrate all resources to make a brand. Traditionally, single brand may be relatively less risky.

But at the moment, if a single brand is in crisis, the whole business will collapse.

While Mr. Wang has been trying to multi brand operation, although the multi brand operation is also risky, the problem is that the entire group's funds and personnel will be relatively dispersed.

But Mr. Wang does not seem to be particularly worried about this.

"The launch of a new brand by the end of this year and the beginning of next year will seem to involve considerable investment in capital, personnel and equipment, which will also increase the operational risk of enterprises.

But to further develop and upgrade the garment industry, this is a necessary stage. Only through multi brand operation can we enhance our core competitiveness and fundamentally reduce the risk of business operation.

Through the operation of independent brands in different market segments, the overall risk of enterprises can be apportioned. From this point of view, the introduction of a new brand is conducive to the company's risk control.