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There is no shortage of top fashion designers around the stone lions. There is no question of "decoupling" between design and market demand. However, due to historical reasons, we should also see that most entrepreneurs who succeed in entrepreneurship are not learning to design, or even get rich from the bottom of the stall. They do not know what design is. They have only a shrewd business vision.

In reality, often the boss says this series is good, it is good.

Even if a designer loves to cry, it's not a thing to do.

On the other hand, due to the limitation of our traditional marketing channel operation mode, all terminal stores only sell and do not research very widely, leading enterprises to only know what goods they sell well, but they can not immediately grasp the commercial intelligence of what goods are sold in every market.

There is no instant intelligence for goods to sell, and designers are not gods. How can we design the so-called "exploding money" that is close to consumer demand.

In this way, most clothing enterprises have entered a vicious circle, and warehouses are becoming more and more substantial.

In terms of channels, the vast majority of SMEs are unable to channel their channels into the three or four tier market due to capital and strength constraints.

And the three or four tier market can not choose more cheap and good season goods, often wait for big goods to become the tail cargo, the county town consumers have the opportunity to put our products on the body - the company's genuine goods become the tail cargo, compensate!

Shishi, an e-business seller, said that it was precisely under the pressure of inventory and electronic commerce that traditional clothing retailers were selling discounts in a discount network, attracting a large number of online shopping users to actively watch.

但隨之而來(lái)的卻是大量的高仿、個(gè)人C店和大學(xué)生電商創(chuàng)業(yè)潮，有些大學(xué)生不惜向家里借款幾萬(wàn)到十?dāng)?shù)萬(wàn)不等開(kāi)始電商創(chuàng)業(yè)，他們中有一部分人把偽劣假冒拿來(lái)美化成高仿、用刷單來(lái)打造品牌的好評(píng)、用低于成本價(jià)銷(xiāo)售來(lái)推動(dòng)銷(xiāo)售額，這樣飲鴆止渴、入不敷出的手段往往只能堅(jiān)持幾個(gè)月，等到最終退場(chǎng)時(shí)自有新人重復(fù)這樣的模式，并逐漸形成了“同款、小單、低價(jià)”的淘寶服裝售賣(mài)規(guī)律，“好評(píng)率和銷(xiāo)售量”超過(guò)了“產(chǎn)品質(zhì)量”成為了同行間更為重要的比拼依據(jù)，而曾經(jīng)寄托于消滅庫(kù)存壓力的零售電商再一次把庫(kù)存問(wèn)題甩到了所有分銷(xiāo)商的面前，只是區(qū)別于曾經(jīng)，現(xiàn)在的庫(kù)存壓力不僅服裝廠家有、分銷(xiāo)商也有、連個(gè)人小賣(mài)家都有!

Once the highest e-commerce rate of textile and clothing retail industry, did not get rid of the stock pressure, instead of becoming a serious electric "injury" disaster area!

Homogenization of competition

Shishi, a clothing business owner, believes that from a large aspect, the layout of the entire national garment industry is identical, and from the southeast coast to the central and western regions, clothing industry bases are everywhere.

However, there are few truly unique bases.

Guangdong products and Fujian products, Guangzhou products and Shenzhen products basically do not have a distinct personality. Several or even dozens of industrial bases are producing the same kind of products, even the same products.

Finally, we can only fight the price war, and the result is the "wallet" of the owners.

From a small point of view, different brand products in the same area are imitated each other in terms of design, use value, packaging and service, and marketing means, so that the technical content and use value of products gradually converge. Homogeneous industries do not form complementarity but form unhealthy competition.

Some entrepreneurs believe that under the condition of homogenization and fierce competition, clothing enterprises should be able to achieve the goal of "people without me", "people have my essence", so that enterprises can not be duplicated or difficult to replicate, so that enterprises can remain invincible.