Chinese service companies should learn the order of promotion: adjustment structure

After more than 30 years of development, the Chinese apparel industry is facing a critical period of comprehensive transformation and upgrading. Reviewing the growth history of some Chinese apparel companies, admirable learning ability is one of the main factors for the rapid growth of these companies. While their apparel brands are booming, the learning spirit and speed that entrepreneurs have demonstrated are equally amazing: These corporate leaders have long recognized that learning is a real booster and source of power for brand operations.

Severe industrial situation still needs to adjust the structure The textile and garment industry is facing a severe situation in 2012, but we should also have confidence. As a competitive industry, the textile and clothing industry has experienced many years of ups and downs every year. The key is how to develop. Scientific development is the theme, and changing the mode of economic growth is the main line. Under this main line, the future development of the industry should put the adjustment structure in a very important position.

Adjusting the structure from the five major aspects At the first session of the China Fashion Learning Forum, Sun Huaibin, spokesperson of the China Textile Industry Federation, stated that the scientific development of the industry is the subject of the future development of the industry. Under the main line of transforming the mode of economic growth, we must identify the direction of structural adjustment.

Although structural adjustment is an old topic, it is an important topic for the time being. No matter how severe the situation facing the industry, structural adjustment has to be as always. So, how should we make structural adjustments?

Sun Huaibin said that the first is the adjustment of the total structure. The total structure is the relationship between total supply and total demand. Our total fiber processing last year was 41.3 million tons, accounting for more than 50% of the world's total. The problem is that in the face of such a large amount of fiber processing, some companies are still expanding their production capacity. These companies must be cautious because effective demand will cause problems in the economic downturn. “The investment at this time must be cautious. If the production capacity is already too large, we must consider the effective demand: can we dock with each other and coordinate with each other; we must control the expansion of production capacity, especially when the demand is insufficient and the demand needs to be developed. Good total relationship."

Followed by industrial restructuring, how to match and coordinate the development of the upstream, middle, and downstream industries. Now, there are some key industries that must be highly concerned, such as industrial textiles, which have great potential for development in China. The industry has positioned it as a new growth point for the textile industry. At present, industrial textiles account for only 20% of the total fiber processing volume. This proportion is far lower than that of developed countries. The industry and the national economy are related to supply and demand in more than 20 sectors, so they are related to the national economy. The development of the department will have great demand for industrial textiles.

In addition, printing and dyeing is an intermediate link in our entire textile industry, and it is also an important source of added value for the industry. However, due to the close relationship between printing and dyeing and the environment, the coastal areas have begun to request more and more high standards for their environmental protection. Restrictions, and even prohibit the development of this industry, and even hope that the industry will withdraw from the outward transfer. "Actually, the printing and dyeing industry can solve environmental problems through technological transformation. The printing and dyeing industry is an indispensable industry in the textile industry. If it shrinks slowly, the convergence of the entire industry chain, even the added value of the industrial chain, the upgrading of the industry Will have an impact."

At the same time, the internal structure of the chemical fiber industry needs to be adjusted. High-tech fibers, high-performance fibers, and representatives of the chemical fiber industry must strengthen the development of high-performance materials; chemical fiber products must increase the ability to replace natural fibers, and at the same time, must strengthen natural chemical fibers.

Third, we must rationally adjust the regional structure. For example, there must be complementary regional industrial structures between the eastern and western regions. According to the actual situation, there are now some industrial enterprises that are transferring to neighboring countries and have not transferred to the central and western regions. This shows that the problem of the transfer of industrial structure in the central and western regions to undertake the east has not yet been solved. Therefore, in the macroeconomic situation, the regional layout of China's textile industry should have a main function. “The eastern region should focus on the development of some high-end manufacturing and high-end industries in the textile industry, such as R&D, design, marketing, branding, channels, logistics, etc.; the central region should combine local location advantages and resource advantages, and mainly undertake processing in the east. In the manufacturing sector, the textile industry manufacturing system is established and improved; the western region is mainly based on the advantages of some resources, as well as the characteristics of some of its ethnic culture and costume culture, to develop related industries, said Sun Huaibin.

Sun Huaibin also believes that for the time being, the local governments in the central and western regions attach great importance to undertaking industrial transfer, but in fact, industrial transfer is market behavior and corporate behavior, that is, how to use market mechanisms to allocate resources and adjust the regional structure. That is to say, it is far from the unilateral attention of local governments.

The fourth is the adjustment of the organizational structure of the enterprise. In order to build a strong textile and apparel industry, China’s industrial enterprises must have a transnational configuration, establish a multinational company with international influence in textile and apparel, and at the same time build an international brand with global influence. “We need to use the way of market mergers and reorganizations and capital operations to create transnational corporations with international influence so that they have influence, power, and even control in the international market. Only in this way can we represent Chinese textiles in the international market. On the status."

The majority of SMEs are the mainstay of the industry. Their development should be coordinated with large enterprises. In particular, the overall quality of SMEs in some clustered areas should be improved, and public services should be strengthened so that they can support the development of large enterprises and better solve them. People's livelihood employment.

Finally, product structure adjustment, improve product quality, and develop more domestic and foreign markets, quality, taste, value-added, branded products. "Because textiles and garments are the real economy, they will eventually use the product to speak."

Weapons of structural adjustment Sun Huaibin believes that structural adjustments in five areas are the main directions for the future development of the textile and clothing industry. These major areas require us to use some weapons and measures that reflect the original needs of the industry to actively promote . In simple terms, we must use science and technology, brands, sustainable development, and talents as the four strategic tasks for building a strong textile nation, so as to effectively advance structural adjustment.

For science and technology, the key is to increase investment in science and technology, build scientific and technological innovation systems, mobilize all the mobilizable forces of the society, take the enterprise as the main body, market-oriented, the government to provide support, the industry to serve, to promote the entire scientific and technological progress Level.

The brand is an important symbol of the soft power of building a strong textile and apparel industry. It is necessary to reflect the comprehensive strength and international competitiveness of our textile industry on the basis of scientific and technological progress, through the shaping of the brand, so as to bring more value-added returns to the industry. To create a brand, we must first create an ecological environment that can adapt to and promote the growth of national independent brands. This ecological environment includes the policy environment, the market order environment, the consumer environment, the cultural environment, the technological environment, and the environment of the industrial chain. The foundation for growth and success is to provide soil. Second, we must truly build and implement a four-in-one Chinese national brand value system of quality, innovation, rapid response and social responsibility to promote brand growth.

For sustainable development, we must highlight three aspects. The first is low-carbon, low-carbon energy saving, lower energy consumption, the establishment of a low-carbon production system; the second is green, mainly to build a cleaner production system, reduce emissions, reduce pollution to the environment; the third is the cycle, Mainly the recycling and comprehensive utilization of resources, especially fiber resources, waste textiles, how to make it recycled to increase the shortage of our fiber resources, while achieving the development of circular economy.

In fact, whether it is technology, brand or the realization of sustainable development, it still lies in talents. Talent is the foundation of a strong nation. Sun Huaibin believes that the industry needs to cultivate leading figures, including management and technology talents. At the same time, it also needs innovative, high-level management talents with industry responsibility and international standards. Of course, there is no shortage of qualified skilled personnel. In order to form a complete talent team.

Improving operational efficiency and business model transformation China is the world's largest apparel producer and the country with the largest number of apparel brands in the world. The traditional apparel business executives have always attached importance to products and marketing. The future apparel companies must continue to strengthen the brand marketing capabilities and business model transformation. Only in this way can we help enterprises break through the trap of profitability and open the door to wealth creation.

New perceptions of the business model Some people say that the competition between companies is, in the final analysis, a competition of business models.

20 years ago was a product-centric era, companies do not need to pay attention to where customers are, as long as there is production capacity, as long as things can be produced, they can sell. In this era, companies will pay more attention to quality and production capacity, so they will seldom focus on channels. Basically, then, the wholesale business is the mainstream trend.

With the intensification of competition, we can now see that the entire market environment has undergone tremendous changes and has become a customer-centric era. How to shorten the distance with consumers, how to improve the service capabilities of enterprises, if companies only produce products and then sell it, they can not sell. We should pay more attention to the changes of consumers. In this era, consumers are more rational and they understand more about corporate brand information. In the past, customers did not understand the cost of the business. Enterprises could use information asymmetry to do business. Now that consumers are more active in understanding and understanding through the Internet and through some information channels, companies are now facing greater challenges.

According to Cheng Shunxiang, general manager of the garment industry division of Kingdee Software (China) Co., Ltd., in this case, companies need to pay attention to consumer groups. This is a consumer era. Looking at the domestic situation, from the perspective of competition, the homogeneity of the entire Chinese domestic brands is serious, so the competition is very hot and the price war cannot be played at all. This will make our brand's profits less and less, while foreign brands will enter the market in large numbers. China, especially in the first-tier cities, has become the mainstream. Coupled with the domestic consumers' esteem, the domestic brand enterprises' living space has become increasingly narrow.

“Before it was a rough operation, we ran around, we had many shops, and our large scale was enough to support our business development. Now that we have reached a certain extent, we have a hard time going back to scale. Expansion, because it will bring a lot of problems after the expansion." Cheng Shunxiang said so.

Liu Jie, an expert on business model design and a distinguished professor at the Tsinghua University’s EMBA, believes that the low cost of the Chinese labor force, including the very low cost of using funds, the low price of exchange rates, the low price of raw materials, the low natural prices, and so on, will be completely reversed by 2012. The first one is the pressure of inventory, and the inventory of one hundred stores and one thousand stores is completely different.

Liu Jie said: "The resources of a resource are called dead doors. A class is called a living door. Branding is actually a living gate, resources are accumulated, what is called earning money, and earning money means every point of yours. Money is hard money.The business is big and its size is not important. From the perspective of the business model, it does not care about the size of the company, but cares about the nature of the company’s making money because it has a great relationship with the future. Investing, corporate equipment, corporate workers, and every penny earned by a company’s work is called cool money. Many companies earn more money and earn more money. However, this business model has problems because it makes one. Millions of people need 10,000 people, and if they want to earn 100 million, they must expand 100,000. However, if a company goes down, the management costs increase, the risks increase, and the more it becomes tired, the owner is later found abducted by the company. It's up."

“You made money today, because you have several shops in a good location. Because the location of the shop is good for making money. It cannot be copied. This cost is not something you can control. This is a very dangerous business. It is not a good business.The securities company's buying and selling is particularly good.A person who opens a bank account in a securities company, no matter if he makes or loses money, the securities company makes money. It is generally difficult to open a household and it is difficult to make a profit. The tenth year's profit is the top nine. What has been earned in years is the gap at the level of the business model, which is not the result of the efforts of the company, because the company’s efforts are useless. If there is a problem with the structure of the structure, if the structure does not change, efforts will not be effective. In the clothing industry, the nature of the business model does not change. It is impossible to make money like a securities company. The business model is stuck, and the trading structure is stuck. Liu Jie said.