Home >

Clothing Line Personnel Changes Obviously, Brand Executives Become The Main Force Of Departure.

2013/2/27 18:19:00 16

Sports Apparel Enterprises Costumes Clothing Marketers

the beginning of the year was a time of great personnel changes.

This year, many top executives of sports apparel enterprises in our province have joined the ranks, especially the turnover of brand executives is more obvious.

industry analysis shows that the reasons for executives leaving may be different, but the industry downturn, the pressure of performance should be the main reason.

5 enterprises 6 executives were passed away .

"the first day after work, I found that more than one executive of the company has resigned."

An industry insider said.

according to industry news, one of the departed executives is Wang Jing, vice president of marketing.

Once led the birds to add thousands of stores to occupy the domestic market, and then entered the Southeast Asian market, then planning IPO, but Wang Jing finally chose to leave the capital market only one step away from the capital market.

replace Wang Jing, from 361 degree chief operating officer, Xia Youqun.

According to insiders, Xia Youqun was officially working at the beginning of the year.

besides, some sports in Fujian "a href=" //www.sjfzxm.com/ "dress > /a" have also been repeatedly heard from executives.

Among them, Voight sports was issued vice president, brand director two executives left; Lu You brand director, Kang Tai brand manager was also posted out.

for rumors, recently, Voight sports staff refused to reporters because of confidential information of the company.

But the manager of Kang Tai personnel department confirmed that "a manager of the company's brand Department has already left, and the company has already taken over its position."

According to his disclosure, the manager did not sign the labor contract with the company at the end of last year.

the director of the personnel department of Lu You said that most of the management staff of the company were old employees with high stability.

Someone may have applied for leave, but it has not yet been finalized.

it is worth noting that in the many executives who have been released, the frequency of executives in the brand sector is obviously the highest.

a sports brand director, who does not want to be named, said that the pressure of the brand department is really big and the industry is depressed. The brand promotion and positioning of the enterprise need continuity and at the same time, it is more important to successfully break through in the weak market, which also tests the planning power and execution power of the brand department.

Lining had previously positioned himself as a "post-90s" company for grabbing the post-90s market, but had fallen into the confusion of not only the new group but also some of the young and middle-aged P customers.

most of the people in the industry are bluntly saying that the Department of brand spending is really not easy to do.

it is understood that the marketing expenses of the brand department can be the first of all departments. "Let me give you a simple example.

A more important brand promotion, in order to ensure sufficient exposure rate, needs to be put into various media platforms in key areas at the same time, and the cost of putting it into service continues to improve. Generally, a publicity process costs tens of millions of dollars.

The brand director said.

at present, the problems faced by the brand departments are still, on the one hand, whether the enterprises have enough funds to invest in publicity and promotion; on the other hand, whether such a large amount of publicity and promotion can achieve the desired results.

at the beginning, XTEP, 361 degrees, PEAK and so on < a href= "http://sjfzxm.com/news/index_f.asp" > sports brand < /a > launched hurricane like licensing movement, successively more than 30 Jinjiang shoes industry brand continuously appeared in CCTV set and five sets.

According to relevant statistics, the total cost of Jinjiang shoe advertisements in CCTV broadcast is over 200 million yuan per year.

Last year, when the industry was in the doldrums last year, most sports brands had voluntarily reduced their investment in the London Olympics. P

this year, according to industry sources, most sports brands began to reduce the cost of brand promotion on a large scale, and increase investment in the first line, especially in the channels.

"as we all know, now the market is poor, the original corporate propaganda large-scale investment is obviously not suitable, and strengthen the terminal experience investment, but can strengthen the viscosity with consumers."

A sports brand related person who has just returned from Yunnan to investigate the terminal market said.

the reasons for leaving are different. The main reason is the industry downturn

the industry believes that the industry downturn is the most important reason for the resignation of many executives of sports apparel enterprises.

a personnel manager who did not want to be named said that the whole industry was relatively poor last year. A manager of a company chose to quit because of poor personal performance.

"executive turnover and corporate performance generally show greater correlation.

If the company's performance is poor, some companies will adjust their business to find new core managers.

Said the head of a sports brand.

in addition, since the end of last year, a number of sports brands have begun to cut down funds, and some companies have chosen to merge multiple departments in the management of the company.

of course, apart from the industry factors, there are many different opinions about the turnover of senior executives.

> these sports < a href= "http://cailiao.sjfzxm.com/matertial/show/default.aspx" > dress > /a > enterprises in Fujian are basically family businesses. Whether the opinions, ideas and boss of the executives are unified may affect the implementation of the project. Besides, there are several factions within the company, and the divergence of opinions among the factions is also a major reason for the high-level personnel changes.

Fujian sports brand related personnel said.

in addition, the degree of competition between industries is relatively high, and competing companies also have "dig corners" behavior.

This phenomenon exists not only in senior executives, but also in the flow of Fujian sports brands.

of course, there are some people who believe that every executive has a linear design for his career development. After accumulating enough management experience, some executives choose to start their own business.