Participation: Two groups of friends in Leng Yun fashion circle.
Time: August 30, 2020
introduce
First, the introduction of traditional clothing enterprises
1. Organizational structure and functions of traditional clothing enterprises
2. Operation mode and profit mode of traditional clothing enterprises
Second, under the demand of market and environment, clothing enterprises are undergoing passive transformation.
1. Traditional enterprises accelerate their transformation and enter the e-commerce market.
2. Share 127 Canton Fair in the face of sudden epidemic.
Third, new clothing companies should be promoted according to market demand.
1. Develop a sustainable profit model and eliminate bad business logic.
2. Build core competitiveness, strengthen irreplaceable cooperation and strive for market dominance.
Fourth, how to grasp the dividend of social commercial times?
1. Sharing economy promotes the accelerated development of social commercial times.
2. Private domain operation breaks the traditional buying and selling relationship, and establishes the realization bonus of social commercial times.
Brief introduction of landlord
1. Organizational structure and functions of traditional clothing enterprises
This is a typical organizational structure of a medium-sized clothing company that has been operating normally for more than 2-3 years (excluding factories or companies with less than 10 employees).
This table actually reflects the operating costs of traditional clothing enterprises from the side.
If you are the general manager, you can imagine that your company will continue to operate for several months from the outbreak of the Spring Festival epidemic to the nationwide ban. This is actually a test of a company's cash flow.
However, except for a few better companies in China, such as Yaying, Brothers and Sudi. The financial situation of many fast-selling companies is actually not very good, and they are often burdened with bank loans and triangular debts of upstream and downstream companies. And in terms of cash flow, we should also consider the accounting period. Usually the settlement period is 1 month to half a year, and the situation here is quite good. However, the basic shutdown in March-June this year will cause many upstream and downstream companies to be short of funds, and some will directly close down. At this time, it is a test of the brand's supply chain customer maintenance: whether factories, brands, agents, shopping malls, logistics and warehousing can correctly measure their respective conditions and adjust their credit reasonably. At the same time, it also tests the credibility and strength of Party A. ..
2. Operation mode and profit mode of traditional clothing enterprises
In the past two years, domestic brands have adopted the strategy of quick sales and the business model of attracting investment to join. Rapid sales strategy, small profits but quick turnover, to improve the company's profits in large quantities, but the investment brought by large quantities is also large. Before this year, domestic domestic companies shifted their risks to the upstream and downstream, such as fabric manufacturers, processing factories, franchisees, etc., to ensure the circulation of their own companies through the payment cycle.
1. Traditional enterprises accelerate their transformation and enter the e-commerce market.
E-commerce mainly has two core competencies, one is content visualization, and the other is selling point informationization. Affected by the epidemic, many people took the initiative to find factories and suppliers online this year.
My Alibaba online shop is open on 20 15, with an annual fee of 6688 yuan. In the first half of this year, the online traffic was 200,000 in the two months. If you have good online contact, you can come directly to the company to talk about cooperation. The cost input and income of this piece are not bad. In fact, it is necessary to expand a window, promote one more channel and feel the new channel operation mode, process and logic. The online promotion cost of e-commerce is generally less than offline, but it also depends on the platform. Some online platforms are not as good as offline.
2. Share 127 Canton Fair in the face of sudden epidemic.
In response to the epidemic, the application for registration in the Canton Fair is a bit cumbersome. Buyers and exhibitors are different registration portals and need to download many apps. And because this exhibition has cooperation with Tencent, the external chain is Tencent's app. If you want to negotiate, you need to click on the external link to open in other apps. But it is worthy of recognition that the Canton Fair is very supportive of traditional enterprises in policy.
1. Develop a sustainable profit model and eliminate bad business logic.
Now our domestic clothing enterprises have a common problem, which is to pin the company's future and profit expectations on upstream customers. Everyone is fighting a price war, taking the biggest customers and bigger orders, making small profits but quick turnover, and giving up upgrading themselves. This is bad business logic.
Alibaba began to change its business logic after 20 10, but how many traditional enterprises did it with heart? Do you do it yourself or entrust it to a third party?
What I do is my own online work, with little input, but the victory lies in understanding. If there is no business life cycle awareness, and there is no incremental business support for the stock business, it will only become more and more difficult to maintain the company's operation.
In this epidemic, we can see that some e-commerce brands held up half the sky in the first half of the year, and most of the orders from many factories came from e-commerce brands. After some original offline brands are transformed into online brands, online and offline operations are carried out at the same time. It is very important to be able to return blood online in February and March.
The performance of my own company in the first half of this year is actually better than the previous two years. Because in the past few years, through Alibaba and other channels, we have accumulated some cooperative customers online, and the orders of these customers in the first half of this year have blown out, which has made us a lot easier in the first half of this year.
2. Build core competitiveness, strengthen the irreplaceability of cooperation, and strive for market dominance.
In this epidemic, many company bosses regret that they didn't plan ahead, because they think it doesn't matter if the company is a month or two late as long as the final payment is made. This kind of thinking will only make your triangle debt accumulate. We have also witnessed the collapse of many brand companies, resulting in losses in downstream factories.
Everything has an introduction period. There are many factors to be considered in platform, process, logic, technology, data reference and team building. It's always too idealistic to figure it out one step at a time. So many companies closed their eyes when they saw the live broadcast fire, but most of them didn't make a fool of themselves.
In my opinion, these are all risky ways of doing business. The maximum profit that the processing factory can earn is 15%, and the payment will be delayed for two months. On the one hand, accepting the payment model also reflects the lack of confidence in their own competitiveness and quality control differences. This requires us to improve our irreplaceability in cooperation.
At present, many companies have realized this and started to make their own sales channels, such as self-management and online development. I started to make an online factory before, and even in the face of this epidemic, its operating conditions are still very moist. This epidemic only prompted them to get rid of their dependence on Party A faster, strengthen self-management and increase their own cash pool.
At the same time, I think the manufacturing industry can increase its core competitiveness by focusing on categories or producing high-quality products. Because customers who also require quality often rely on this kind of factory.
1. Sharing economy promotes the accelerated development of social commercial times.
The first three months of this year were relatively free. I made Little Red Book and Tik Tok, and the results are good, but I haven't considered the implementation of Tik Tok.
I did take some pictures of the factory at that time. The following is a video I posted on Tik Tok, with 3000+ views.
Through these videos and platforms, some cooperative customers contacted me, such as Tik Tok. This kind of cooperation is more than looking for me at the Canton Fair. There are many customers with goods in Tik Tok, and the supply chain is in urgent need of cooperation and quick response. They will praise the comments, then add WeChat to learn more after a few words, come to the company to negotiate if they are close, and then reach a deal offline. Cooperation becomes faster and more efficient.
In short, it is to develop target customers through network channels, attract customers' attention through private domain marketing, and let customers cooperate with us for a win-win situation by improving company services.
Owner's summary
First, the introduction of traditional clothing enterprises
1. Organizational structure and functions of traditional garment enterprises.
2. Operation mode and profit mode of traditional clothing enterprises.
The organizational structure and profit model of traditional garment enterprises lead to high operating costs and great financial pressure, and it is easy to break the capital chain when encountering emergencies.
Second, under the demand of market and environment, clothing enterprises are undergoing passive transformation.
1. Traditional enterprises accelerate their transformation and enter the e-commerce market.
Enterprise transformation needs to be laid out in advance, and passive transformation often pays high fees because of insufficient preparation, which can not achieve the expected results.
2. The sharing of the127th Canton Fair in the face of sudden epidemic.
The Canton Fair is very supportive of traditional enterprises in terms of policies.
Third, new clothing companies should be promoted according to market demand.
1. Develop a sustainable profit model and eliminate bad business logic.
Putting the company's future and profit expectations on the last customers, fighting price wars, winning the biggest customers and bigger orders, making small profits but quick turnover, and giving up the upgrade itself will only make the company more and more difficult to operate.
2. Build core competitiveness, strengthen the irreplaceability of cooperation, and strive for market dominance.
Diversified development, reduce dependence on customers, improve the competitiveness of enterprises themselves, change from the selected party to the selected party, and improve the viability of enterprises.
Fourth, how to grasp the dividend of social commercial times?
1. Sharing economy promotes the accelerated development of social commercial times.
Publishing content and communication through social networking platforms makes cooperation faster and more efficient.
2. Private domain operation breaks the traditional buying and selling relationship, and establishes the realization bonus of social commercial times.
Develop target customers through multiple channels, attract customers' attention through private domain marketing, and let customers cooperate with us for a win-win situation by improving company services.
Material arrangement: He
Audit: Cherika Chen
Layout: Li Beiyue