Why Is It Difficult For Domestic Garment Enterprises To Follow Suit?

< p > first look at the shocking data of a group of China's a href= "//www.sjfzxm.com/" target= "_blank" > clothing < /a > industry: by the end of last month, the total inventory of 50 listed companies in China has reached 57 billion yuan. What is the concept? According to the statistics of China's retail industry in 2012, excluding the old Fengxiang and the global express companies in the top 10 of the listed garment enterprises, the sales volume of the whole previous ten years is only 58 billion 900 million, basically equivalent to hoarding all the goods of the top 10 enterprises in the industry.

It can be said that China's clothing industry has reached the most critical moment. This is in stark contrast to the fact that the international fast fashion brands represented by H&M, ZARA, UNIQLO, GAP and so on have been constantly expanding in China, so the Chinese garment industry has started a large-scale reflection, and only promoted "fast fashion" to save the Chinese garment industry.

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< p > generally defined fast fashion refers to "fast new products", "parity" and "keep up with fashion trends".

To speak more quickly is to be quick and accurate.

It seems simple, but is it really feasible for domestic enterprises to save themselves?

< p > < strong > ZARA is how to create "fast fashion" < /strong > /p >

< p > first, let's take a look at ZARA, the world's first fast fashion brand. It is also the first company to put forward the concept of fast fashion in the world.

The reason why it can put forward this set of fast fashion theory has its unique advantages. It mainly focuses on the following three aspects: < /p >

< p > first, the headquarters production base is located in a region with relatively low labor costs in Europe, such as Portugal and Spain.

Abundant production resources and geographical advantages in neighboring Europe make their cost competitive.

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< p > secondly, the fashion trend that is close to the mainstream of Europe.

Despite the strong rise of new economies and cultural bodies represented by China and Japan in recent years, it is not enough to overturn Western centrism.

The western United States and Europe are still recognized as the birthplace of fashion in the world.

Especially in New York, London, Paris and Milan.

And Zara close to these areas, its buyers have a natural fashion sense and a good fashion culture atmosphere.

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< p > finally, the short supply chain cycle shortens the supply chain cycle to 15 days.

This has great advantages in the world.

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< p > < strong > American style Handan learning step < /strong > < /p >

< p > to understand the advantages of the other side, the next step is to learn.

The typical case is to see the US, the first domestic brand to learn fast fashion brands.

Many years ago, when Metersbonwe founder moved to Shanghai, she hoped to learn the fast fashion style of Zara, and put forward the concept of very advanced virtual operation at the time, outsourcing all the non core businesses such as production, manufacturing, packaging and so on. At the same time, the ERP system of the enterprise itself was built, and IT was realized. We should know that this is still a major move made when the Internet application is not developed. At that time, the American business system was also included in the classic case of many companies, and it was also called the Chinese version ZARA.

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< p > unfortunately, as long as we look at the annual financial report of Smith Barney last year, we knew that the failure of Handan's toddler was a failure.

The specific reasons are basically made up of the following reasons: < /p >

< p > < strong > > first, the lineage and fashion sense cannot be imitated < /strong > < /p >.

< p > ZARA is close to Europe and has a natural sense of fashion. Chinese enterprises rely entirely on local a href= "//www.sjfzxm.com/" target= "_blank" > designer "/a". Even if occasionally a designer is invited, it is only temporary.

Therefore, for the younger group, pursuing the mainstream fashion life in Europe is their demand. You can change everything, but you can't change the genetic lineage of the enterprise.

Unless you move your headquarters to Milan or London, it's a good idea, but it is a pity that the cost or the real reason is not allowed.

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< p > < strong > Second, buyer VS independent design < /strong > /p >

< p > ZARA is fast, because she has a group of excellent buyer team, its strategy is direct imitation.

From this point of view, it is deeply rooted in the spirit of lean entrepreneurship, first imitating and then surpassing.

And these domestic enterprises are designed by the designers, then produced, then ordered and sold. This process is obviously unable to pursue fast, so they can not learn.

Unless there are a group of excellent buyers like Zara.

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< p > < strong > Third, joining VS all direct battalion < /strong > /p >

< p > we must admit that the franchise system has indeed made rapid expansion in the early expansion of the United States.

The franchise system has an unparalleled advantage for a brand to expand rapidly to the whole country, get more operating capital and expand its popularity.

But the franchisee can't control the factors bigger. You can't test the bottom so that many franchisees can be unified to the same operation system. So, if one day, the United States promotes ZARA's informationization, so that the head office is responsible for the supply of the franchisees, and the franchisee who has lost the right to own the order will not "force the palace". But ZARA is the whole direct battalion. Obviously, there is no such problem. Let the United States push all the franchisees to join the direct battalion and the United States. Will it? "< /p >

< p > < strong > Fourth, the order will be VS less amount, /strong < < /p >.

The biggest feature of < p > ZARA is imitation. This is the foundation of its rapid reflection. It is also commendable for data mining and application. It is said that each ZARA store manager is equipped with a PDA, each sale of a piece, headquarters can immediately know very clearly, and then according to the data back feed quickly replenishment.

In the first quarter of the year, all goods are decided once, and then shipped and manufactured. How can you ensure that you are always alert to the market and consumer sense of fashion? In this case, a popular fashion is basically maintained at around 15 days in today's increasingly developed information technology, which is just a cycle of the ZARA supply chain.

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< p > < strong > fifth, the most important reason is not the difference of ideas.

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< p > the gap between this concept and the traditional Chinese business thinking and new marketing communication, especially the digital marketing characterized by rapid reflection, is still on the pushing stage of Chinese traditional garment enterprises. That is, I guess the market demand, and then go to produce products without deep insight into the needs of consumers, while the fast fashion brands represented by ZARA, relying on big data, and the deep rising Internet tools such as cloud computing, have deepened the understanding of users.

Even closer to the ideal C2B era of flexible customization.

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If P wants to learn ZARA, local enterprises need to reflect deeply on the current zero supply channels, change the traditional marketing channel thinking, make a big operation for themselves, and make deep use of IT Internet, digital tools, cloud computing and big data to pform the supply chain management process.

So maybe it will be able to gain a firm footing in the next 10 years' War. If it is, it will be a blessing to Chinese traditional < a href= "//www.sjfzxm.com/news/index_c.asp > clothing enterprise < /a >.

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