How To Transform Garment Enterprises Under The Internet + Situation

The impact of the rise of the electricity supplier on the traditional manufacturing industry, especially the clothing industry and the retail industry, is obvious to all. E-commerce has not only changed people's shopping habits, but also optimized the intermediate links of the industrial chain, and promoted the transformation and upgrading of the traditional industries. Now, how should the traditional industries cope with the Internet plus in the new situation?

　　 The current situation of China's garment industry

Garment export is the main OEM, lacking brand premium.

From the manufacturing industry of garment industry, Garment industry There are many kinds of standards, and most garment factories are export orders. However, the economic weakness in Europe and the United States, coupled with the rise in external appreciation of RMB appreciation, has led to a decrease in exports. Although there are still three pieces of clothing sold in the world, one of them is made in China, but on the whole, the field of garment manufacturing has gradually shifted from Chinese manufacturing to more productive countries such as India and Indonesia.

Most of China's garment factories do not build their own clothing brands, so the premium capability has been constantly reduced by foreign manufacturers. Many garment factories are surviving in a single world. They may be bankrupt at any time, even if they are single, they are still being squeezed into small profits.

　　 Inventory crisis of clothing brand

And the domestic economic slowdown, exports to domestic sales is only a small number of brand clothing enterprises can do, and the overall inventory of China's apparel industry, it can fully support the Chinese people's clothing demand for two years, no longer need to manufacture any clothing products. And every year, the new product launches of clothing industry still expand the overall inventory, and will not reduce, and the stock will impact the brand value of clothing enterprises, vicious circle, many clothes. brand All have gone through the customs of the whole country, some have gone bankrupt, others have insisted, others have come to the fore.

However, in China, most of the clothing products are homogenized, and innovation and design are seriously inadequate, leading to the sale of new products. The brand clothing enterprises have been relying on intermediate agents and channel links for a long time, resulting in the fact that garment enterprises can not establish docking with their consumers for the first time. They are docking with traditional agents, so they can not quickly and accurately understand and collect the feedback information of consumers for the first time of their products, and the industrial chain whip effect is aggravated, and the bubble will also follow.

Therefore, solving the inventory problem in garment industry is the most important task, and it is also the biggest headache for most garment manufacturers. The following theories are provided for reference only.

　　 Five theories of stock from 1 to 0

Here we want to talk about five theories from 1 to 0, which is a summary of the original idea of sub super, which is to solve the inventory problem of clothing enterprises from the root cause.

First of all, to do less is less. Power tyrant men's clothing As an example, the more vertical the business is, the more focused it is on the single category that it does, and it will also control the market and what the consumer needs.

Second, through the optimization of e-commerce, we can enhance the ability of users to feedback and collect data to better eliminate the flagellum effect and stop the stock generation.

Third, upgrading the manufacturing industry's "6+1" through the upgrading of the industrial chain, so as to enhance the competitiveness and value premium of the brand clothing enterprises.

Fourth, through mobile Internet to increase the user's resonance and recognition to the brand, to enhance the brand's sense of belonging and love for consumers.

Fifth, through the way of Internet public funding, consumers can also decide whether to produce products to achieve real on-demand production to achieve real zero inventory.

The optimization of e-commerce is divided into three parts: the integration of the whole system within the industry chain (ERP, CRM, SCM, etc.) reduces the link loss and price increase in the middle supply chain. When brand clothing enterprises are no longer docking agents and channels, but docking real consumers, clothing enterprises can really think about whether their products really like the consumer, so that they can quickly know that consumers like that product. The optimization of the industrial chain system and the integration of PC e-commerce have been very integrated. It is necessary to learn the integration of the whole industry chain. Just like DELL computer subverts the traditional notebook computer industry chain, the first time is to know the order feedback of consumers, and to eliminate inventory.

Lang Xianping first proposed the "6+1" theory of the manufacturing industry chain. In the "6+1" industrial value chain, "1" is a pure manufacturing industry, and "6" is product design, raw material procurement, warehousing and transportation, order processing, wholesale operation and terminal retail. If 10 dollars of goods, "6" can account for the value of 9 dollars, only the "1" profit is low, but it is the value of most of China's manufacturing industry. In the clothing industry, the leading time (the time required for clothing to be sold from design to sale) determines the value of the garment industry. Lang Xianping pointed out that the demand for clothing market has evolved from the design master before 2000 to the present spontaneous demand. About 28% of the world's clothing belongs to cutting-edge clothing, while a new dress will depreciate by 7% a day. 10 days earlier, it can save 7% and increase profits by 13%. Therefore, reducing the leading time of clothing listing and promoting the fashionable garments to the market with the fastest speed are the foundation of competition in the garment industry.

In China, the leading time of clothing enterprises is 180 days, and Lining is the same. In the United States, the fastest way to make 100 days is a dress, from design to sale, which takes 100 days. On the 12 day, this is actually a rearrangement of the leading time in the clothing industry. Instead, we use the consumer's proven selling style instead of the design to carry out the micro innovation of the existing explosive design, and then provide a variety of ways to save time to optimize and compress the various links, for example, by airing air garments to the major retail terminals. For the 12 days, most Chinese enterprises are just surprised to hear it. But we will learn from this example and learn to replace the old mechanism with new ideas. Just like the age of big data now, we can make a better prediction of the trend of future popularity through a series of big data analysis. The style may not be able to predict accurately, but the direction can still be controlled. And Spanish ZARA companies can make time. These examples greatly reduce the risk probability of immovable sales, both in terms of cost and design, that is, reduce the probability of inventory.

E-commerce in the mobile Internet age is said to be O2O, and some say it is a sense of participation. O2O is actually a branch of "Internet +". The essence of sense of participation is the resonance and interaction between products and consumers, resulting in a sense of belonging and identity. Any brand must learn the socialization marketing of new media in the era of mobile Internet, and learn to build a brand and consumer scene through various marketing and social networking influence, so as to achieve recognition and love and become a fan of brand enterprises. In the era of mobile Internet, the most important thing for a brand clothing enterprise is to cut into the user's location from the beauty and the beauty. Through the three factors of quality, design and price, the brand's precipitation and accumulation can be achieved. Through a series of interaction of mobile Internet, consumers can better understand the brand and love it more.

In addition, for small and beautiful brand clothing enterprises, today's Internet finance is also a very good way to borrow, directly through the crowd raising website to let consumers decide whether the product is factory processing. Zero inventory A good way. In addition, Niu Wenwen, chairman of the entrepreneur, has repeatedly mentioned the way of raising chips. There are also great changes in the way of financing. The successful way to become a public fund plus new three boards is not necessarily the traditional financing method of angels, A boards and B boards. Zi Chao also believes that the new financing and production mode of equity financing will enable more innovative brand clothing enterprises to develop faster. Niu Wenwen said that in all the most traditional areas, there is an opportunity for mutual integration. There will be huge opportunities if the Internet tools are applied to the two traditional clothing processing and export.

In a word, "Internet +" is the threshold that the traditional manufacturing industry must cross the past. It summarizes five points for attention in the traditional industries of "Internet +", which is dedicated to entrepreneurs in traditional industries.

　　 The blind spot of "Internet +"

　　 The transformation and upgrading of "Internet +" in traditional industries must be 70% of traditional industries and 30% of Internet industry.

Many traditional industries embrace the feeling of "Internet +" as if they see a drug pill that can cure all diseases. In fact, children want to say that just like the health of the common people, if you don't eat every day, do not sleep, do not live and work regularly, even if you eat Tianshan snow lotus, you will not be able to further your health. Therefore, it must be clear to the traditional enterprises that "Internet +" is only a tool or catalyst for helping or assisting traditional enterprises' own businesses. If the enterprises themselves are not doing well, such as the quality of products, the management of enterprises and the control of supply chains, these are more important for traditional enterprises than "Internet +".

　　 Product positioning and direction is greater than the blind "Internet +" transformation and upgrading, the wrong direction, all useless.

Any business is the same, choice is greater than effort. If a product's positioning and direction are wrong, even if we use the "Internet +" to plug us in a pair of wings, we still can not achieve the desired results. For example, wearable smart bracelet, the relationship between people in China is life table relationship, so people who do sports are still a small group of people. If you want to hope that your wearable smart bracelet has hundreds of millions of people, this thing is not reliable, but smart phones will have such a market. It can be seen that location and orientation play a decisive role in the development of an enterprise.

　　 Do not blindly learn how to play Internet companies, Internet companies will not tell you that their core is actually another set.

The free and sense of participation we often talk about are all myths of the Internet Co, but they are not necessarily suitable for traditional companies. For example, the clothing industry, we say free, we simply can not earn money from other places, so we can not be free. Another example is the sense of participation. Before Nike first launched the game of DIY's own shoes design for the sake of increase and user's participation, it has been launched for several years, has it really been self designed? Yes, but almost nothing. Therefore, tradition must find its own way of playing, instead of learning the way Internet Co play, so we must learn or understand what the core of the Internet is, that is to gather people's strength, and their own enterprises should think according to their own circumstances.

　　 "Internet +" is a set of upgrading solutions for enterprises, rather than a simple sense of Internet marketing.

Encountered many traditional enterprises to find sub super, want to build their own set of Internet things, such as website, WeChat public number, micro-blog, HTML5 page and so on, in fact, these are just a superficial embrace of "Internet +". But don't take it for granted that I have a website and a public number to embrace "Internet +", which is like giving you a AK47 gun. If you can't shoot or do not train, his greatest destructive power is that you use him as an iron stick to fight others. Zi Chao summed up that "Internet +" is not simply formalized, but must be deeply interconnected in all sectors of the enterprise and various executive links, not as many Internet marketing companies say. Simply adding an Internet marketing is called "Internet +". It is a set of upgrading solutions for deep integration of enterprises.

　　 Traditional enterprises should be "Internet +" first candidates, and then they will die on their own.

A traditional enterprise to embrace the "Internet +", first of all, the boss of this business must be a real hugging. If you just follow the wind or try it, then it will be okay. After all, this mentality shows that you haven't yet prepared for "Internet +". Hugs are irreversible. Once they are done, they must resolutely make earth shaking changes. This is what bosses need to prepare for. Then the boss is no problem. You have to find someone who really understands the Internet and understands the traditional industries to be your helper, and then begins to take every part of the business.

It is more difficult to be a traditional enterprise. It is more difficult to embrace "Internet +". The hardest part is to integrate these two very well.