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Cheng Weixiong: Reflections On The Changing Situation Of Shoes And Clothing Enterprises Under The Epidemic Situation (Five)

2020/3/17 10:54:00 0

Cheng Wei Hung

During the epidemic period, the writer Fang Fang's remark became famous: "a grain of ash on the head is a mountain". With the same feeling, a very large enterprise is still a very small and small enterprise. In this great era, it is really small like dust. It is a long time to look at it. A certain stage of business has long been destroyed, but it is hard to find traces in the long history. Cheng can cross the 99 and eighty-one difficulties and carry the weight of history.

Since the outbreak of the epidemic, many enterprises are helpless. The value of life is worth more than any belief. The unscrupulous businessmen are only a few. After all, most enterprises and entrepreneurs are still brave enough to shoulder social responsibilities in this difficult situation.

Culture is precipitating, it is inheritance, not only on the books and theories on the books, but also in daily behavior. Why do we say that corporate culture includes the integration of boss culture, executive culture, employee culture and partner culture? Instead of a single cultural embodiment, what is the corporate culture sometimes seen in the eyes of the outside world? In the eyes, only the boss's great achievements, highly praised the boss's cultural supremacy, in fact, this is going to extremes, allowing enterprise management to go to an autocratic and centralized independent kingdom, that is, "king of the world" is king culture. From top to bottom, it seems that the information transmission is fast, but the harm brought by the autocratic culture is that all the wrong responsibilities are all bosses, and the team's role is completely destroyed by the king culture. Assimilating, not worrying about the current local boss, it is necessary to do well in the investor's life, stress on the enterprise, and manage the professional team with limited cultural background.

East and west culture breeds different management methods. As the early stage of enterprise development, it is necessary for the boss to act as a parent, only in this way can he survive. But when the enterprise develops to a certain stage, it needs to learn from the western modern corporate governance organs to control the enterprises, rather than to grasp the details of the investors and managers. It truly reflects the establishment of the governance system under the leadership of the board of directors. In fact, other industries in China try this kind of reform, but there are not many attempts to make changes in the local textile and garment industry. No wonder the industry has always felt that the entry threshold of the textile and apparel industry is too low for the life and survival of the industry. It does not seem to be high enough to make bosses a distant memory in the current local market itself as a sunset industry.

To follow blindly, follow suit, imitate and plagiarize is a common topic. The so-called research and development is to send people to the market, go to factories, or even more advanced is to bring abroad "bringing doctrine". From top to bottom, from big enterprises to small businesses, from source accessories to garment manufacturing factories, what I often get is that I bought some brand names or received a letter from a certain brand in the factory. Interest, the lack of original bad habits are satisfied with the needs of users, and finally appear in the market as a uniform face. Price killing becomes the main trick of supply and demand at the two ends of supply and demand. Low gross profit, low value and low price become the main theme. The origin of this result is still the inheritance of culture, which is difficult to precipitate. No business impact?

In the era of peace, when the supply and demand was not seriously upside down, garbage could also buy gold. But today, at least in the era of crisis in textile and garment industry, and from the producer oriented era to consumer demand, all sectors of production are calling for a critical stage of restructuring and reconstruction. The vested interests need self revolution, and only self revolution can promote the real transformation of the industry.

Consumer era is user consumption not only rational, uncertain consumption is increasing, compared with the past 80, 85, 90, and other relative national label image is different, after 95, 00 after consumption arbitrariness to capture user portrait too disorder, too personality, too dispersed, consumption fluctuate, for some young users group as the core of the brand selection. As the war intensifies, simply copying and plagiarizing the doctrine of "buying goods" or "selling hands" in the US can not be popular; therefore, the challenge is to need our own precipitation and R & D creativity to cater for the needs of such groups.

There are not many brands in the current local brands, most of which are product names, product symbols, product brands, and brands are connotations, stories and missions. They are the sediment of cultural inheritance. They do not care about the gains and losses of the moment, but also the continuity of their brand life. This is a major change after the outbreak. Change the focus. The brand can make traditional culture sublimate, let users agree that worship is not the popularity of advertising, but the loyalty and reputation of the soft power such as brand content, product content, experience communication content, social performance and win-win partners. Brand should be the totem of religious belief.



In recent years, Italy has become the epicenter of the epidemic. The epidemic is spreading in a panic in Europe and America. It seems that the enterprises in the early stage of the mask industry have become the hottest business nowadays. The developed countries in Europe and the United States are also in urgent need of importing China's protective products. The world's manufacturing powers match. It is really "disaster, blessing and disaster". The initial epidemic spread in China. How many European and American "good people" are in "gloating" and have never thought of such a fast newspaper. It can be seen that human life or business or state to state contacts can not really make things too full and leave room for everything. In the face of crisis, common responsibility is the fate community.

In the first few changes, there are many problems in the changing situation, which seem to be more grey and heavy in the future. Indeed, according to the current situation, losses in February and March have already appeared, and in April and May, it seems that they can not be completely swept away. From the Perspective of the local textile and garment industry, it is not only in the spring but also in the spring that we have to analyze and reverse the demand from the retail terminal. By the spring and summer, autumn and winter, the whole year of 2020, and even the 2021 spring and summer arrangements and plans, and then pushed back to the whole industrial surface accessories and production factories, the impact of more than just the domestic production capacity of the single quarter is not only affected by the spread of foreign epidemic, but also the foreign trade orders. To prepare for a protracted war.

There is only spring when we live.

  One, hot spots are far away, do not follow suit.

Domestic mask production capacity has reached more than one hundred million of daily production. In the two months of January and February, the owners did not seize the opportunity to waste resources. Some pits were already reflected in March. In the mask industry, there are still large enterprises and large capital markets.

   Two, retrench and focus on the main business.

At present, it is difficult to increase revenue and reduce expenditure and open source, but throttling must be carried out at the top and below. Without loss of expenditure, the loss of consciousness is the foundation of enterprise survival. The stop loss and throttle are no more than layoffs and stripping bad businesses.

   Three. Cash is king.

All staff mobilization has become the consensus of many enterprises nowadays. We should grasp the online traffic and do well in the cash flow of enterprises, but this is just a solution to the stock problem. What we need to do is to make orders and capacity planning in autumn and winter in the second half of the year, as well as the 21 spring and summer plan. The global market depression brought about by love is budding.

   Four, products

Product supremacy does not mean that the product is rough, but really needs the product research and development ideas with the craftsman spirit. The so-called products with high homogeneity in the original market are bound to be eliminated (from the aspects of accessories, styles, plates, colors, selling points, and production factories, only the price and brand differences). "Gradually decline, give way to truly creative original product design, start from the surface accessories planning, so that the product's tonality does have the soul of the brand;

  Five, brand

The brand status of large and whole category, covering all ages is difficult to hatch in the post epidemic era. The investment of human property is far from being expected. On the contrary, because of the more uncertain demand of user experience and the serious differentiation of demand, differentiated and individualized small and medium-sized brands have become the mainstream brand status of the market. Stories attract users' resonance, which is totally different from traditional brands.

  Six, channels

Channel is also a store, that is, the sales terminal (platform) imported by traffic. Under the impetus of new technology and new tools, the platform of user terminal experience does not know how many new business models have been iterated, and has also succeeded in many new business platforms. The two epidemic in less than twenty years has accelerated the multidimensional and multidimensional channels, but under the technical means, we have promoted more and more yuan and more dimensional online and offline channels to the rapid integration of the whole channel mode.

Seven, user needs thinking

Planning thinking to users' demand thinking has changed for less than 50 years. This change also promotes the continuous upgrading of the local shoe and clothing industry. Shotguns and cannons are replaced by advanced hardware and software, allowing local industries to be made from China to China, and to China, and to Chinese brands, every transformation is a process of quantitative change to qualitative change. The thinking of production planning is rapidly iterated to the user demand thinking from the bottom up today; because of the backwardness of the local industry and the formation of the local consumer retail market, the transformation is still incomplete, but the general direction is right, and also occupies a place in the mainstream fashion system in Europe and America.

   Eight, industrial Internet

Internet thinking is the key to putting the traditional shoes and clothing industry on the wings. The experience brought by Internet technology at the consumer side has subverted the inherent business mode, allowing users to replace the selling middlemen to become the brand's love. But unfortunately, the consumer side and the supply side seem to be separated by thousands of mountains and waters. In recent years, various attempts at reform and transformation of the supply side have not yet touched the root. Consumer demand for user experience at the supply side is slow, slow, and self struggling, each of which is related to its own industrial characteristics. After the epidemic, how to solve the rapid convergence of the supply side and the consumer side needs the thinking of the industrial Internet to deal with such challenges. Finding the pain points and pointcuts is the spring of the industrial Internet, and also the local industry. The spring.





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