Any industry development direction, is changed by the change of its customer base;The past garment production industry in China is given priority to with prison labor and large (large) garment factory, special customer base has helped China sewing machine industry, this kind of customer base breeding ground for the industrial sewing machine industry in China the sales pattern of niche, the secret;As China's clothing brand, fashion into maturity, and the rise of taobao pin, the garment industry in the past design of a single, large orders of the situation of unify the whole country ruthless break, forcing garment production industry is also in the way of miniaturization, workshop process, with each big the rapid disintegration of (super) garment factory, collapse, small and medium-sized garment factories, family workshops gradually became the main force of garment production;Clothing industry chain upstream changes make the sewing machine industry the main customer base from prison garment factory, large clothing factory into ordinary small and medium-sized customers, leading to an ordinary small and medium-sized customers for sewing machine industry marketing mode of the marketization of the reform process quickly pulled open heavy curtain.
Predictably, since 2015, the sewing machine industry in the past on prison business, big garment factory business survival of enterprises and the dealer sales, customer will decline at the rate of 30% to 50% a year, the loss of business will be turned into like ant colony of the small and medium-sized garment factories, garment JiaGongHu grew up small single, single;Sewing machine industry in the face of such big change era, for those who have the brand awareness of sewing machine enterprises, is a very good market, the brand took off opportunity:
A, sewing machine terminal called star brand
Dealers in the past by relations for sewing machine enterprises, rely on big sales habits, causing terminal do not attach importance to brand building, to store image, considered the became a common fault, store almost became a grocery store, shop repair or even waste;This situation reflects the sewing machine industry directly to the end, more for enterprises with brand concept brought onboard opportunity;In any industry the first it is difficult to want to do, but constantly launched the first but it's not hard to;At present, for example, brand celebrity endorsements in sewing machine industry is a piece of virgin land, who will be the first?Sewing machine industry has entered the era, soft power competition in function, technology, quality, appearance, marketing model has been developed similar of the sewing machine market, product and brand the gap between good and bad are getting smaller, especially one line and two line of difference between the features of the product, quality, technology, brand almost negligible, so distance between soft power has become the brand of scale;In many soft power, who will be the first sewing machine industry celebrity endorsements and advertising on CCTV brand, please?Is jack, bilateral, toyama, or a dark horse?In the second half of 2015 will appear first please endorsement advertising brand sewing machine (not more than the first half of 2016), and the first please endorsement advertising enterprise no matter before is a tier 2 or 3 line brands, the reward is necessarily has a gleam of the influence of the brand, become industry is still in wait-and-see, hesitate before dealers will rob the agent for the brand, and to standardize the store image!
In contrast, the real market-oriented industry, they in the terminal brand influence is not measured by hard power, but by the star of the soft power marketing creates the brand effect, so, we can often see those inside the industry fund, the workshop has a powerful enterprise, thus the little brother of crushed or even closing their doors.
Industrial sewing machine industry in China has entered the marketization, standardization and the brand of the fast lane, the trend is irreversible;Any holding the old methods, routines to deal with today's competition, the enterprise will pay a heavy price;Is just like a story, "the hunter in bear hunting, the hunter sitting on a tree to bear a piece of meat for the first time, carefully licked, found that there is no problem to eat, very sweet! The hunter to bear again the second time a piece of meat, just bear sniffed to eat, and delicious! The hunter again the third time to bear a piece of meat, the bear is eaten without thinking, but the meat is poisonous! So, follow that once some of the sewing machine industry of small and medium-sized enterprises have a lot of benefits, however, be careful of the hunter means. In the past few years, because of the profit margin is a large scale space, so, everyone's habits with industry leading to the diving, and once again in 2015, we began to habitual waiting for industry leading action and then going to repeat performance, therefore, I am responsible judgment: to rely on oneself GY4.0 create industry leading intensification, the lean, automation, intelligent advantages, throw out this year must be toxic fat! Smart business from now on will abandon follow suit and imitate, walk road of the own star!
Second, the fragmentation of garment production industry will inevitably produce sewing machine industry marketing new pattern;Because of China's clothing market has been on "miniaturization" clothing fashion and fragment orders, production of the new stage, the tooling is in the pursuit of personalized today, large clothing factory has been end, streamline operations around the clothing enterprise is fragmentation will become mainstream, since the clothing enterprise fragmentation, industrial sewing machine marketing ideas, marketing pattern, marketing must also keep pace with The Times, upgrade the comprehensive reform.
Sewing machine manufacturers, distributors, attaches great importance to the small and medium-sized customers spread sheet is the inevitable choice of response to market changes, and scattered business clinch a deal the most important foundation is not debt, but - star brand, retail is not sewing machine experts, know almost nothing about sewing machine industry, the famous enterprise or brand in the industry, in the end there is no inevitable advantage;Is just like in the audience eyes director is not as good as the star more attractive;So, sewing machine enterprises in the brand policy and marketing strategy, we must distinguish between "professional first, strength first, influence the first" the difference between the three, professional first is not equal to the first, power is not equal to influence the first, as a result, in the core enterprise in market competition, continue to like add much treasure by brand marketing build market power, so as to promote their own professional and strength of market transformation and upgrade continuously, also is everything to ground for the principle, the wide-spaced sampling of our sewing machine is the terminal customers.
Three, single thinking out of the sewing machine, horizontal extension strategic product line, out of a combination of across forms of strategic alliance new terminal;Sewing machine industry has a farewell to arms profiteering era, in the past year sales of 1 million dealers can have concentrations of profit, profit after may only enough food and clothing, while those with annual sales of less than 500000 dealers, after basically will be unprofitable.So, in the past the dealer single rely on sewing machine sales could survival situation is about to be changed;Implementation after investigation, the terminal machine line a whole sale distributor, the sewing machine sales general effect is very good, but due to the lack of line agent channels, the vast majority of dealers and a single agent online companies and lack of voice, don't get good support policy and the lowest price, this model can't popularization;For this purpose, the sewing machine production enterprises should seize the opportunity, use of garment industry between different forms of channel advantage, lateral thinking, and accessories, wire, cloth and other companies to discuss the strategic alliance, and out of a new way to unique marketing...
Review the planned economy era of the so-called strong, sewing machine industry is basically the old seniority, with tabitha, seniority of wishful thinking, many names in the industry today is still such as mobile phone industry reshuffle of MOTOROLA and nokia, intended to hold hand knife continue to dictate to machine gun cannon new river's lake, the result will be sewing machine industry such as apple, samsung, OPPO newly rise after beating the bottom!
