The future survival and development of second-line brand wardrobes

The polarization trend in the overall wardrobe industry is serious. Big brands are getting bigger and bigger, and second-tier brands are making money in order to survive. As a second-tier brand enterprise, how can it survive and develop in the shadow of the first-tier brand?

In 2011, the development of China's overall wardrobe industry showed a polarizing trend. The market share of companies with high brand awareness and high influence will continue to expand, and the market share of small competitive enterprises will become smaller. To lose money and shout, but can only survive hard. As a second-tier brand enterprise, how can it survive under the shadow of the first-tier brand?

The brand effect cannot be ignored

The wardrobe market has been very competitive in recent years. Sofia, Holocaust, Dinggu and other first-line well-known brands have accelerated their expansion and their market share has continued to increase. However, many small and medium-sized enterprises are unable to expand their markets, and sales have fallen sharply. One reason that cannot be ignored is the brand effect.

In this era of information explosion, the brand has become popular. Some people's consumption philosophy is not to buy non-brand. Famous brand is not only a symbol of high quality, but also a symbol of high taste, which enhances consumers' self-confidence and pride-this is the brand effect. An example is the world's luxury brand LV. LV handbags are expensive and tens of thousands, but in many cases they are still in short supply.

Therefore, while guaranteeing quality, wardrobe companies cannot ignore independent brand building. Some big brands have done a good job in promoting this. TV, radio, public transportation, elevators, outdoor coverage, and even mobile phone text messages have their advertisements. With the increase in users on the Internet, mobile phone announcements, text messages, color ring back tones, etc., this is also a publicity channel with low cost and high efficiency.

Guarantee supply capacity

For an enterprise, the larger the order quantity of the seller, the greater the profit of the enterprise. However, many companies did not consider their supply capacity when taking orders, but after signing the contract, the supply could not keep up, causing serious losses to the company.

According to the throne, the production capacity of each enterprise is basically fixed, and it is generally unlikely that there will be a substantial increase in production. Before signing the order with the seller, each enterprise will consider its own supply. Once it is found that it is difficult to achieve, it will not be signed at all, to avoid the quality decline or the failure to ship due due to the recovery period, and to reduce the integrity of the company. .

At the same time, the throne believes that to increase supply, production efficiency must be improved. First of all, it is necessary to achieve good planning in production management, to achieve effective organization and management, and to achieve quota, timing, staffing, and quantitative standards. Secondly, after the production task is issued, all departments should respond quickly and actively cooperate, according to the supply cycle, formulate a production schedule, make reasonable arrangements for task decomposition and division of labor, follow the production process card and operation instructions, and make the production proceed in an orderly manner. .

The dealer is not the bigger the better

Wardrobe enterprises should be cautious when choosing distributors. Many people feel that they need to find a big one when choosing a dealer, which means that their strength is strong. This view is not entirely correct, and the one that suits you is the best.

According to the throne, these second-tier companies are most afraid of "wrong selection" when choosing dealers. Initially, Zhaoyuan chose dealers like everyone else, feeling that big dealers are strong, and their reputation and sales ability are guaranteed. In fact, as soon as the two cooperate, the shortcomings appear. Large distributors have a big appetite and demand large supply. Originally, a large supply is a good thing, but the disadvantage is that the manufacturer's future production rhythm, management and operation will be completely restricted by the dealer, and the autonomy will be lost. There is also a situation where large distributors often ask manufacturers for discounts in order to sell, so that manufacturers' profits cannot go up.

In contrast, some small dealers have advantages. They are flexible in sales, they can take orders and find manufacturers to place orders, so that manufacturers can avoid a backlog of goods and reduce inventory. The prices of small dealers are relatively reasonable, and sometimes they can also pay a portion of the fees, and the attitude will not be as arrogant as some large dealers. Therefore, when choosing a vendor, second-tier brands are not as big as possible. They must be tailored so that they can find what suits them.

It is a long-term process for the second-tier brand wardrobe enterprises to survive and develop. In this process, second-tier brands must set their positions, make good development plans, and constantly strive to explore and innovate in order to stand out in the wardrobe industry.

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