Analysis Of Market Competition Mode Of Clothing Enterprises

　　 Clothes & Accessories In the process of business activities, enterprises have talked about brand strategy, commodity research and development, market planning, etc., and mentioned how to shape enterprises with more differentiation, personality and style. Indeed, although these aspects are important, they are also the minimum necessary conditions for enterprises to participate in market competition. However, under the circumstances of brand characteristics, mutual plagiarism of commodities, homogenization of marketing model cloning and continuous frustration of profitability, many apparel enterprises have become "poor in skills". Today, the market competition is becoming more and more fierce. Only by finding the problem nodes and the unique business ideas and competitive models suitable for their own development can they grow and stand out in the new round of competition.

There must be methods for success and ideas for operation. Here, we call this business idea the business model. The so-called business model is a general term for a certain way or method adopted by an enterprise to achieve the value orientation and goals established by the enterprise according to its business purpose.

Have a good business pattern Success is half guaranteed. We believe that Wal Mart hybrid supermarket, McDonald's fast food, 7-11 mini supermarket, Starbucks coffee, Gome appliance supermarket, Dell computer, Watsons comprehensive supermarket ZARA and H&M's clothing retail stores... These stores actually illustrate a truth: they are classic examples of success, and the key is to find a successful business model, and to quickly and effectively maximize the profitability of this business model. It can be seen from this that business model is a systematic operation mode for enterprises to make quick response, which is a strategic idea and powerful guarantee for maximizing enterprise value.

However, what will be the competitive means and sharp tools that apparel enterprises have in their hands? This requires enterprises to take advantage of the situation and summarize the competition mode that conforms to the current situation and future development of enterprises. This competition mode is the innovation of business model; This will be the most competitive sword of the enterprise in the future, and also the only way for the development of modern clothing enterprises.

The business model is not always effective for the enterprise, but effective in a specific environment. It changes with the change of the market and consumption environment, not unchangeable. What is more needed is continuous innovation. The innovation of business model is not created out of thin air, nor is it a "golden idea" that comes to light at a time. It just needs the long-term accumulation and systematic operation of the industry reflection It is a summary of understanding the market characteristics of the industry, grasping the development trend of the industry, and deeply understanding the internal and external resource structure and height of the enterprise. In other words, the business model is not totally westernized, nor is it abandoning the old and promoting the new. The innovation of the business model=inheritance+difference. Therefore, innovation is everywhere and everywhere.

We can distinguish different business models in different ways for enterprises to achieve their value goals. Here are several models for your reference, so as to derive innovative business models that are more competitive with their own enterprises.

Rapid response mode

This mode is realized through the efficient operation mechanism of the system, so the requirements for the enterprise management system are relatively high. ZARA is the fastest in the industry, for example, the fastest leading speed is 12 days (leading time is the whole process of product design, production, logistics and sales), while the domestic clothing is 20-30 days; ZARA design styles can reach 12000 models/year, with more models adopted and less quantity adopted; The logistics conveyor belt of the headquarters is more than 200 kilometers long, and the most luxurious way of distribution is to launch new products by air, and the circulation speed of goods in stores is about 10 days... There is another speed to share with you - display reaction speed. Media evaluation: ZARA's window can better predict the trend of fashion development than the fashion pages of major fashion magazines. The reason is that ZARA has a large team of more than 200 fashion designers and fashion cities all over the world to capture the most popular information and future trends of fashion at any time.

　　 service Differentiation mode

This mode is that enterprises provide customers with unique additional service value, which is enough to bring additional benefits to products. If an enterprise's service spillover price can exceed the increased cost of its commodity uniqueness, then having this differentiated model will gain the most advantageous competitiveness. It is reported that a domestic clothing brand has achieved this step, that is, to provide lifelong free dry cleaning of suits and door-to-door delivery services. The practical value-added services in the clothing industry are second to none, which is worthy of reference and learning for other enterprises.

Target cluster mode

The first is to establish a small-scale centralized competitive advantage in a specific geographical area, which is one of the target agglomeration modes. We will see large stores in small cities, that is, under the condition of relatively low rent in small and medium-sized cities, large image stores will be opened; On the contrary, the form of opening small stores in large cities, and the number of stores can be seen everywhere. Both forms can quickly establish brand competitive advantages and influence in large, small and medium-sized cities. In addition, it is to set up a number of image stores of different areas and levels in a core business street circle to seize limited commercial resources at the first time, thus forming barriers and resisting aggressive competitors. This model has been widely used in domestic sports brands and fashion leisure brands. It can also be said that it is a kind of business strategy of an enterprise. In fact, business strategy is also a kind of business model.

Secondly, another mode in the target agglomeration mode is the process of focusing and re subdividing the target consumer groups. For example, the Italian brand PATRIZIAPEPE has only three sizes, which means that the brand's audience will be narrowed down to a rather narrow range, and at the same time, it will also cast a mysterious veil on the brand, When the media asked Stefano Orrea, chairman of the board of directors, why he made such a decision, he smiled with understanding: "This is innovation, and this is one of the biggest signs that our brand is different from other women's wear brands. We reluctantly give up the consumer groups other than the three sizes, because we need those with outstanding body shape to set off and show the charm of our perfect clothing products, and also make this part of the consumer groups become our loyal customers. This decision has become one of our model innovations. " Therefore, enterprises need to know how to give up, and may have more stable customers and business benefits in the future.

Although the business model is the basis for the existence of enterprise competition and development, it is also the magic weapon for enterprises to participate in competition and win another victory. However, the business model alone cannot ensure the maximum success of enterprises. To achieve the maximum success, it must be supported by an excellent executive team, a systematic management system and the modeling of operating processes.

Therefore, team building is particularly important. It is necessary to establish a matching organizational structure and functional departments, and at the same time establish an efficient performance evaluation and talent incentive mechanism to truly combine human resources and actual performance to maximize the effect of the business model.

Managing the operation process is another necessary condition to ensure that the daily work and objectives can be orderly and efficiently promoted and achieved. Therefore, in the clothing chain franchise business system, it is also necessary to match the relevant process models matching the model, such as: business process, site selection process, service process, control process, ordering process, expansion process, logistics process, agent selection process and evaluation process.

Through the above two necessary conditions, let the innovative business competition model play its most lethal role.