Since has entered the clothing consultation, will bump into such question frequently: The clothing enterprise is must plan or must consult? Must talk clearly this question, first clarifies the plan and the consultation origin as well as the domestic and foreign views.
The plan, the Chinese is familiar with the name to supply ideas, stems from the military, it included politics, the military, the culture, the diplomacy, the sports, the science and technology and so on each domain big plan. Even if were the enterprise plans it also to include the investment plan, the product plan, the advertisement plan, managed the plan, the marketing plan, the going on the market plan, the public relations plan and so on many domains; Japanese's plan is called the business planning, each looks like the sampling point nearly Japanese Corporation, the enterprise has the special planning department; American's plan calls the consulting industry, also calls the consulting industry, the soft sciences. The reason that American many big companies can dominate the whole world, depending on is the science and technology is in the lead, the talented person gathers together adds on stopping at nothing which again the innumerable Rand Corporation displays fully, nothing which is not passes, all-embracing strategic plan.
Very it is a pity in domestic, many enterprises or the plan company only pauses the plan in the marketing function certain partial or is promotes the part. In many boss's ideas, for a brand creativity out of the ordinary concept, looks for a unique selling point to the product, please a widely known spokesman, make the advertisement which amazes the world with a single brilliant feat, writes one to poison people's minds hypes the soft article, carries on imposing promotion ......This may an achievement irritable nation sales result.
I must sell the goods ......
Sells the goods is the hard truth ......
So forth the popular temporary marketing idea, indeed once facilitated a large quantities of brand miracle to rise, also accomplished really one has planned master in large numbers, but we more and more saw afterward like has loved multi-VCD, three orals, Yu Zhaolin maintained warmth the underwear, flew Long Shenbao, the fast death which the European standard floor resembled; More once was renowned in one's time well-known brand, then withdrew from the historical stage silently.
Investigates its deep level reason, can not but discuss this kind of change the macroscopic background.
In the 1980s, large quantities of vital Private enterprises, by reason of bosses keen opportunity consciousness, innovative spirit, the nimble marketing method, has filled under several dozens year planned economy carry-over material short vacuum rapidly. That time, the microscopic economy's chief feature was the product large-scale development production, brand sudden appearance, channel's rapid expansion, sales method weeding through the old to bring forth the new, the consumer purchases .20 century initial period crazily, the Chinese economy as a whole was already presenting the balance between supply and demand situation, the commodity obviously short were already getting fewer and fewer, day by day the internationalization environment of competition, the consumer tended to the mature rationality, the formalization produces and sells, no longer was the prime motors which the enterprise grew. Under such macroscopic background, enterprise's strategic foresight, the human resources quality, systematization's marketing and the operation management, become the enterprise for a long time sustained development the engine. It can be said that only depended on the time which the plan fought for state power already to never to return, but this was exactly one may accomplish aircraft carrier's-like hundred year enterprise's good soil.
Take the clothing enterprise as the example, the stock question has been the question which this enterprise most has a headache (is also question which all clothing enterprise most has a headache) the brand is more and more getting more and more loud, the enterprise more does is bigger, the warehouse also more constructs is bigger, the sales volume turned several turned, the floating capital actually has not grown how many, several year laborious accumulation, ran up to the warehouse to go. Is what reason causes this kind of aspect? Is the marketing question internal question? The business owner thought that is the marketing department sale not strength, was thinking some position plans master or a good plan plan can the disposable cleaning up stock; But the author firmly believed that is the enterprise internal question, because finally both sides insisted that their viewpoint, have used two kind of different plans, on the one hand makes the promotion, changes to the clothing of the new season discounts, buys the clothes to deliver the clothes; On the other hand asks the Consultant firm to make the diagnosis, undergoes one month thorough investigation the discovery finally to initiate this kind of phenomenon many reasons, as well as the reason reason, and tells the business owner, zero stock is explicitly impossible, can only utilize the domestic and foreign success clothing enterprise the management, maximum limit reduces the stock.
The question is looked, but then in the Consultant firm provided system's effective addressing plan time, let the business owner be scared, because must solve these problems to obtain from the source, the organizational structure, to the commodity competition, the organization flow, the financial control, the operation physical distribution, the informationization management must make the big adjustment, these regarding the business owner are a system's project, afterward diagnosed the consultation the expense to pay, but business owner, in the adjustment with did not adjust as soon as in the decision-making consumed is several years.
Hunan Saint west clothing also once did in 2000 has diagnosed and combs, finally is also because in the business owner idea's reason as well as internal resisting, carry out half time was unable thoroughly to get down again, but this time combed has rammed this enterprise's management, also caused the Saint which caught up west to try to catch up cannot forget and so on place competitors, west brandished a spear the national market for the Saint to lay the foundation.
In the Chinese apparel industry, many clothing enterprises either neglect the clothing business management consultation, after either has made the business diagnosis, in introduction management idea time, for various reasons was not willing to comb or to be unable to carry out has been the fact which industry in does not struggle, the privately operated clothing enterprise brand more does in the enterprise is bigger, outdoor shop bigger and bigger at the same time was still continuing family's-like management, down to the clothing enterprise lag's management and the brand expand the speed is uncoordinated, the internal question was unceasing, causes the clothing enterprise development certain bottleneck stage, very difficult to have the breakthrough again.
Fujian's favorable court attendant in the 1990s, once faced the danger which goes out of business, invited the Consultant firm in the 20th century last stage advantage court attendant to carry on the business diagnosis to the advantage court attendant, from condition of business's analysis, the profession analysis, the enterprise resources' analysis obtained, formulated the company strategy, the competition strategy and through carries on the organizational structure to the interior the adjustment as well as the flow optimizes, henceforth benefitted the court attendant to start to change by the wholesale chain-like specializes in selling with the brand management, changed the entire men's clothing series from the sole western-style clothing. Actually the clothing enterprise breaks through the road which the bottleneck wants only then a - - that is superego, but superego and needs a premise, that is needs the clothing entrepreneur to have the self-denial courage, both must build the brand, must dare to introduce the modern West mature management idea, only then such Chinese Clothing Enterprise can the benign development, set up the Chinese hundred year clothing brand. The Quanzhou nine herd king foreign-style clothing is worth the clothing enterprise on this spot using for reference. Actually dares to deny, dares to deny is the entrepreneur one kind of rare big wisdom.
Remembered that most recent several years "Dialog" in the column talk about McCarty in CCTV to lose really reach in the case, an ocean consultation said that the so-called consultation, is the existing knowledge which grasps according to us carries on the correct explanation to the customer, the opening, the instruction, clarifies narrates. It displays in the information integration, the resources conformity, the technical flow, the modern science methodology application (for instance modelling), team strength and so on. According to the investigation statistics whole world 500 strong Multinational corporations, 90% above companies have the Consultant firm which the whole year tracks to serve secretly. Much less whole world 500 so, our native place clothing enterprise? What is very gratified is our country native place retails the clothing giant US Tess , nation prestige and ZARA, H&M is performing the internationalization and localilzation contention with the fusion, the US Tess , nation prestige has taken seriously to introduce the international advanced management flow.
The overseas well-known Multinational corporation's success and the modern management consult inseparable, manages the consultation has lasting achievements regarding a Western hundred year brand, although the consultation profession's history is opposite in several thousand year Chinese plan culture has for more than 100 years, actually glitters is managing the consultation the crystallization. The clothing enterprise which and the brand after comparing China to reform development, rises, we while study its brand strategy, should study the Western mature brand the management idea.
The plan and the consultation are condensing our country and the Western kind person older generation's wisdom, the survival of the fittest, makes up for one's deficiency by learning from others' strong points, is the Chinese Clothing Enterprise impregnable best defense line. The clothing enterprise is must plan or must consult, is only the people different has the different view to their understanding degree, takes the Chinese Clothing Enterprise, in advances to globalized in the competition, promotes and consummates own brand and the management according to the clothing enterprise present stage's actual situation choice appropriate own way, is the Chinese Clothing Enterprise's urgent matter.
No comments:
Post a Comment