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Business Model And System Construction Of Men's Underwear Industry

2011/8/31 17:20:00 31

System Construction Of Men's Underwear Industry Mode

Some industry media and friends recently invited me to give some opinions on the development of our men's underwear industry. I have been manipulating the brand in the enterprise and I am not familiar with the theory. I just want to sum up some of the problems that I have encountered in the actual combat and the actual combat.

In the past 3 years, since the outbreak of the "financial crisis" in 2008,

international

Great changes have taken place with the domestic economic environment. The situation in 2009 and 2010 is not optimistic, but it has not yet reached its peak. From 2011 to 2009, the whole economic environment has caused many SMEs to suffer extremely hard. Some enterprises in Wenzhou and Dongguan are close to failure.

Our underwear enterprises in Zhongshan are also not optimistic. Many small and medium-sized enterprises and export-oriented enterprises are very stressed. Especially this year, a large number of bosses in Zhejiang and Fujian feel that the threshold of men's underwear is very low, and they are invited to run factories here. Most of the old boards have their own wealth to cultivate themselves.

brand

But what I saw and felt during this period was a cry of sadness.

Because many entrepreneurs think that I have strengthened the product development and production supply chain, and have paid a high price for VI and SI to invite professionals to design and use it in exhibitions and terminals. But why is it not effective?

This reflects an industry problem: our channel is the most primitive provincial agent mode. We are not directly facing the terminal. We all say that we are making a brand. But how many brands of men underwear brands dare to say that they have entered the "brand age" from the "product age"?

I was still in an office five years ago.

Marketing

At the time of vice president, chairman Liang attached great importance to the system. Almost every day he talked about two words in his communication with him, which deeply influenced me.

In September 2008, the "Rome century" men's underwear brand, which I operated, was listed on a low profile in the four provincial markets of the country. At present, we have also experienced a full 3 years. In the past three years, we have also broken our brains in the setup of the system and the business mode.

In fact, business mode and system construction complement each other.

brand

In the process of construction, we first set up a good business model, then gradually establish a system, adjust the business mode in the process of building the system, and make it more reasonable and healthy.

And how to set up a reasonable business model must first understand what the business model is.

My personal understanding is that the brand operation is to maximize the value and profit of the brand, and the trading system of the stakeholders should be built. Its basic premise must be a sustainable profit model.

Setting up business models is nothing more than three points:

1. share: brand influence and value added in brand building and growth process.

2. allocation: allocate a reasonable profit space. In simple terms, it is divided into purses, including upstream suppliers and downstream agents.

3. share: share market development responsibilities, sales tasks, inventory and new product plan, etc.

How to increase the added value of business models: strengthening services

The more services, the greater the harvest.

In this industry, our business owners and traders should be confused about cash flow and inventory. These two difficulties will be solved if we can extend the depth and breadth of service work.

I am also a trader, and we can only talk about the experience in the same industry. I believe you will think of more ideas.

The Shenzhen lingerie show may still be fresh in memory. Many brands have now made them conclude that the overall feeling is not directly proportional to their investment. Some have not recruited businessmen, and some have recruited several customers, but not two months' honeymoon is over.

In fact, we strengthen service and promotion in order to:

Investment

Today, tomorrow's achievements will be harvested in the day after tomorrow. If there is no systematic plan just to invest in exhibitors, it may be more disappointing to get money to participate in exhibitions.

A marketing theory most recognized by marketers is positioning, and I think positioning is absolutely important in setting up our business mode.

Our long-term value, customers feel good quality and brand after purchase, will go back to pursue this brand.

Today, in this society, I feel that the values and tastes of consumers will gradually change. If our brand operators do not change with them, customers will gradually disappear, so the business of enterprises will become worse and worse.

In fact, the best weight to retain customers is two points: brand unique value (brand culture) and sustainability of products that are not satisfied with customers.

In fact, assuming social responsibility is the best business mode. We help others and achieve ourselves.

And the maximization of cash flow is also the best expression of business mode. Brand value is ultimately reflected by cash flow.

I share my thoughts with my friends in the industry, and I am looking forward to your friends' guidance. Finally, I would like to send you a sentence: business mode and system decide success or failure.

Is your business model reasonable?

Is your system well built?

As a matter of fact, I am also anxious to write here. In fact, these things haven't been settled yet.