He Jun: Take a single product road to let others say!
November 14, 2018
China is a big clothing country with numerous garment enterprises and a very promising industry. The entire garment industry has always advocated bigger and stronger, claiming to be a first-class brand in China and in the industry. However, there are several firsts, a few first class? It turns out that the thunderstorm is small, the list of top 500 Chinese enterprises in the clothing industry is one of the few finalists, these few finalists apparel companies really won by virtue of the garment industry chain? The reason why, it is worth thinking about the national garment industry. Apparel industry is extensive economy, intense competition, science and technology as a whole is not high. In this environment, small and medium-sized enterprises can only rely on a single product to start their own business, rely on the development of the project and rely on the opportunity to survive. When the capital is abundant and the team is slightly strong, it starts to whimsically, and the boss's mind starts to get hot and ambitious and diverse Business management, multi-brand management, cross-sectoral management, to become bigger and stronger, claiming to be the No. 1 brand in the domestic industry, and often do things contrary to the wishes of small magnification, eyebrows bearded grasp, decentralized enterprise strength, downplayed the core competitiveness of enterprises, which That is why SMEs have a short life expectancy. Where to go from a single brand clothing, is to move forward or left, go right, horizontal development or vertical development? This issue makes a lot of single-product business is very confused, left to develop multi-brand, multi-right to the development of integrated brands, diversification, brand alliance, etc., if not solve the business stagnation, once the wrong side, Enterprises will face the test of life and death. At this critical juncture in strategic transformation, I think that enterprises should continue to boldly move forward and go their own way and take the road of specialized brands: First, clear orientation and perseverance. The right direction is not afraid of the way, since the choice of doing a single product business, then pragmatically develop a single product on the road, proactive. In the strategic direction can not be changed overnight, halfway diversion will only make itself lost, many companies lost their way after the change is still moving forward, holding the road through the Roman idea running in the market, which is tantamount to let enterprises re-take the long march. Second, precise positioning, targeted. As we all know, digging down in a place must have water, has been studying in an industry must have a market share. The key is that enterprises know exactly where to dig in order to find the source of wealth, is the first-line, second-tier or third-tier markets, what image on the market to show how price positioning? Is the grade high-grade, mid-range or low-grade? What to pass on to consumers? Now the industry chain division of labor more and more detailed, more and more intense competition, more potential competitors, more and more attractive temptation. Select a single product business direction must proceed from reality, do a good job in market analysis, know where their position. Third, fixed-point, focused professional achievements. Businesses should stand the baptism of the market, the impact of the brand must be better point in the market to play a correct role, can not stand the wrong point. Enterprises to win the market, you have to have a competitive advantage, competitiveness come from? Some people think that is the technology, channels or personnel, etc., I think it is professional, focused, because the professional so I will strive for excellence, because the focus will be better, the brand focus on professional products to ensure the smooth extension of the product line, the product line width and depth of rapid development , To the direction of serialization. For example: "100 Shield 100 years specializing in pants", "Rimula focus jacket 30 years," fully embodies the brand of professional, focused, to consumers a profound impression. In short, small and medium-sized single-product companies in the initial stage of growth, recognize their own advantages and core competitiveness, and strive to create a new business in a single outlet, go their own way to let others say! (He Jun: clothing professional managers, QQ: TEL: blog URL: http://blog.sina.com.cn/victor5252)