This "Butterfly Effect" has been developing too rapidly, almost instantaneously changing people's doubts about the future. When there is insufficient confidence, there are usually two reactions: one is panic; the other is two.

In fact, economic prosperity is bound to have a depression. Overheating is bound to lead to a rapid cooling down. Some people have called it the "frozen age".

We see that the textile and garment industry ranks among the most seriously injured industries.

Under the multiple pressures of RMB appreciation, export tax rebate rate adjustment and production factor price rising, the profit margins of the garment industry have plummeted, without any warning, this "cold winter" has arrived.

Is it to hide in the small building to become unified or to do outdoor exercise?

Are you ready for this cold winter?

Buffett has a classic saying: fear when others are greedy; greedy when others are afraid.

Maybe it can be applied to the current clothing enterprises.

How should clothing enterprises be greedy?

　　在蕭條期更容易整合品牌

Where do people prefer to buy clothes in a depressed economy?

Nowadays, the famous discount stores in the United States are unusually hot. On the East Fourth Ring Road in Beijing, there is a special shopping mall - "Je Ssha O Teles" (OUTLETS), which sells the brand clothes under the shelves or over the season. Oteri J regards "famous brand plus real benefits" as the business concept, and satisfies the demand of famous brand consumers at the prestige and low price, and has a group of loyal fans.

In fact, since 2005, the number of processing and export of Chinese garment industry has no longer increased, and the industry has entered a comprehensive stage of brand competition.

In 2007, the 70% profit of the national garment and textile industry came from the domestic market; the growth rate of China's clothing domestic sales exceeded the foreign trade for the first time in 15 years, and the growth of foreign trade for the first time was lower than that of the previous year. Domestic sales have become the main battleground of Chinese clothing. In 2007, 1/3 of the Chinese garment industry were making profits, 2/3 were close to losses, and the profits were concentrated on large enterprises.

The depression period is also an integration period of clothing brands. People have reduced the number of purchases, but at the same time, the purchase of consumers is also highly concentrated on the brand, which is the golden period to strengthen brand building for clothing brands.

Upgrading products to catch up with competitors

The essence of clothing is fashion.

When Pierre Cardin appeared on the streets of Beijing wearing a long windbreaker, he followed a group of Chinese people dressed in blue and green uniforms. Fashion came to the Chinese people for the first time.

The change of clothing starts from the style. The most representative is the bell bottoms in the 80s of last century. This most controversial garment was finally accepted by people and became the mainstream pants style.

Until later, the blouse, radish trousers, body building pants...

Taking off the uniformed uniforms, people gradually begin to pursue a personalized dressing experience.

The styles of clothing are becoming more and more diversified. The frequency of styles upgrading is faster and faster. This change is faced with increasingly fragmented market, and consumers who want to express their unique individuality need match their clothing to reflect their differences.

Therefore, the renewal speed of style also determines the speed of clothing brand being eliminated.

Take ZARA as an example, ZARA has more than 12000 clothes on the shelves every year, and these are also selected in nearly 40000 designs.

In 2008, ZARA finally surpassed its old rival GAP for the first time in its fast response of "a small number of small quantities".

From this, we can see that there is still room for us to occupy the market by upgrading our products.

Ingeniously captured consumers' heart

Neman Marcus is one of the most high-end clothing chain stores favored by American Apparel consumers.

Marcus's view is that the difference between successful business and bad business is that if you sell more than the customer's purchasing power, then you make a bad deal, and if you do not sell him something that is good enough for him, then you also make a bad deal.

For example, selling a diamond worth 7500 dollars to a customer who can pay 22 thousand and 500 dollars is a bad deal.

Once, Marcus, chairman of Neiman, personally received a female customer who wanted to buy a mink coat.

"Since no salesperson is present, why don't you give me the sales commission as a discount?"

Asked the woman customer.

"You have been given preferential treatment because the highest paid salesperson in our shop is dedicated to serving you. This person knows more about fur than anyone in any area, so you will not waste a cent on this garment.

Neither you nor anyone else can buy this dress at a lower price.

The retail giant began to "capture" the trust and goodwill of consumers from words and details, and successfully captured their dollars.

There are no products that can not be sold, but we do not recommend suitable products to customers.

In addition to thorough knowledge of products and clothing, a professional sales consultant should also study the shopping psychology of different consumers, and do some research on proper marketing for different customers and different sales stages.

Speech technology is a study that must be studied in clothing sales. When paying attention to buyers, we should not ignore the buyers around them, because they also play a crucial role in buying buyers.

A brand is accumulated by all the impressions of the brand, including the style of the product, the appeal of the advertisement, the atmosphere of the store, and the tone of the shopping guide.

The depression period is the golden period for the clothing brand to lay a solid foundation for training, and also the best period for the brand to catch up with its competitors. The core of the competition in modern social development is the speed of action.

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