In this financial crisis, knitted underwear industry sales have not been subjected to a substantial impact, affecting more concentrated in the business, dealers and consumers psychological. For their own resources, the basis of relatively stable knitted underwear enterprises, in fact, there is no need to enlarge "panic", but should be with more confidence to "seize the market."
The impact of the crisis is less than expected
According to the statistics compiled by China National Commercial Information Center, the sales of apparel in key large-scale retail enterprises in 2008 were greatly affected by the financial crisis and other factors. The retail sales of various types of apparel increased by 10.28% from the same period of previous year, down by 1.78 percentage points from 2007. However, the retail sales of women's and knitted underwear increased rapidly, increasing by 1.04 and 1.73 percentage points respectively as compared with that in 2007. The retail sales of other types of apparel decreased significantly year-on-year in 2007 as compared with the same period of last year.
Zheng Jiadong, director of marketing consultant who wins the world marketing, a well-known marketing experts Zheng Jidong told reporters from the market operation of the brand experience underwear and leisure fairy home service sales growth in the first half of 2009, the market maintained a steady 25% to 30% Grow, and to a certain extent, exceed previous years. At the same time with some Guangzhou lingerie brand manager, store dealer exchanges, he also confirmed that the growth trend is better view. Nowadays, underwear has become a necessity for daily life. The actual impact of the financial crisis on the knitted underwear industry is far less than expected, hindering the growth rate of the underwear industry to a very small extent and the industry is in a period of steady growth.
Under the overall trend of growth, the financial crisis will have a greater impact on "export-oriented manufacturing enterprises" and "weak foundation-based small-brand enterprises", but the overall capacity will rapidly expand in the competition of second and third tier brands. From the industry In terms of brands, the first, second and third tier competition patterns will be partially adjusted during the financial crisis. Some brands will rapidly decline due to the impact of corporate capital while others will seize the opportunity to rise rapidly. From the distributors' perspective Look, for those who have been operating for several years, has accumulated a certain member and repeat dealer, the impact is not significant. For new investment dealers there will be some disadvantages, but also because of lack of experience will affect the sales increase; from the consumer's purchasing power will not decline, but the purchase price will have To a certain extent, some first-tier brand consumers will buy second-tier brand transfer, third-line brand capacity will be greater.
Crisis accelerates industrial reshuffle
"Although the crisis can hinder the improvement of spending power to a certain extent, it has also accelerated the industry's reshuffle." Zheng Jidong said that for the traditional knitwear industry in China, whether bras, conventional underwear, thermal underwear, or home The rise of the service is often driven by the rapid rise of the industry market, which is driving the fast development of the enterprise. It means that the operating resources and operating capabilities of more enterprises are not matched with the environment and industry. Therefore, this "wintry" The "chance" of "crisis" is greater than that of "crisis." The "monetary tightening" and "sluggish consumption" generated by the "crisis of supply" will wash away those brand-name military forces that are competitive, weakly-based and not strong in physical fitness, To the standardization, branding, so those who own their own resources, the basis of a relatively stable knitwear business, there is no need to enlarge the "panic" so that it affects the decision-making market strategy and market confidence, but should be more confident to "preempt" More market opportunities.
Practicing internal strength is fundamental
While confidently coping with the crisis, enterprises need to be physically fit and well-trained in marketing both internal and external. Internal strength refers to product design and development capability, brand image promotion capability, production cost control capability and marketing team efficiency and capability. Refers to the grasp of the consumer demand and docking, business channel business model innovation, dealer help, terminal profitability and other links, the basic marketing work to do a solid, that is, practicing a "hard work."
In response to how to practice internal skills, Zheng Jidong talked about his own views. The first is to choose the categories of corporate products, abandon some of the favorite categories, reintegrate the product lines, focus on the dominant categories of enterprises, and ensure the effective input and output of funds ; Second, focusing on the category and then develop the market demand for the design, whether it is a new type of fiber import, style innovation, or subdivision of the crowd will effectively increase the profitability of the category; Finally, to strengthen the product Inventory control, through the effective ordering and control of terminal information for rapid digestion of product categories.
In the middle of the winter, investment mode of operation or operation of the proliferation of direct investment will encounter new challenges, because we invest more cautious. At the same time the regular network is facing the impact of e-commerce network channels. In the strategy of capital turnover, the regular mode of operation gradually lagged behind, while the new channel operation mode with cash flow and capital turnover as the core has become the shortcut to drive enterprises out of the "winter".
Zheng Jidong suggested that enterprises during this period is best to inventory the original channel resources, reduce the operating area of ​​direct sales stores, give up the profitability of the terminal stores, focusing on potential areas of focus stores; you can also re-examine the e-commerce channels to see See if you can combine online sales with regular channels. It is understood that there have been underwear companies have begun to try to use PPG's business model for direct marketing or wholesale network. He pointed out that in the channel terminal of knitwear category, the store has become the focus of market operation in recent years. The store channel has a good cash flow and brand communication effect. It is worth more to invest in knitwear enterprises.
The impact of the financial crisis on the underwear industry will be smaller and smaller, underwear business should move from thinking to action and seek greater competition in space. In this way, companies can go farther and more lasting.
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