Lev Tolstoy in the "Anna Karenina" in say: "happy families are all alike, but each unhappy family is not the same." Can the "home" into "enterprise", in China apparel market, apparel brand name above have good reputation, in the minds of consumers is "accompany us to grow up together" brand. However, the day is coming, the brand "no longer accompany us grow old together". Too late to say go". Too late to say goodbye, from the market quickly disappeared, and even somewhat embarrassed and unbearable. The slogan "a thousand cities shop" model of garment enterprises, part facing large area "shutting down".
The "notch" event, I believe many people with a trace of regret, after all, an entrepreneur who had all the youth and blood used in a brand management, but did not obtain the corresponding reward. Let a entrepreneurs lost their life career than perhaps losing his fame more cruel. Because fame like light smoke dispersed, sooner or later.
Winter, no respite
Many enterprises have role models -- the notch, suddenly heard "the boss lost" message, no doubt to the clothing enterprises sounded the alarm -- enterprise development should not "forced" yourself. If reckless desire daqiuduo, knowing enterprises listing and financing has the very high risk, regardless of the net interest rate than the financing case of interest loans, bold, and even the use of folk loan interest, is very dangerous. Notch of listing does not bring high financing expected, let originally good brand buried in the heavy debt burden, really is "throw the helve after the hatchet".
The market is brutal, China textile and apparel industry is extremely easy to be influenced by the macro economic situation, and the market risk in itself is unpredictable. Some economists analysis, when economic development to a certain stage, is bound to be accompanied by a cyclical adjustment, this adjustment period usually means the economic restructuring and industrial upgrading. "Report" in 2014 the development trend of retail industry said: "since 2012, with the development of the economy and consumer goods markets mature, tremendous changes in consumer psychology and consumer shopping way, China's retail industry into the reform of the second season. The reform will focus on quality and efficiency, to consumers as the center, make the transformation of innovation." Bain data display, fast moving consumer goods market growth rate from 15% in 2011 and 10% in 2012 fell to 4.6% in the first quarter of 2014. All levels of city regardless of size, are in decline. Household spending growth by the year 2013 fell to 9% in 2012 4.6%. With the further progress of city, urban number of households steadily increased every year 2.6%, contributed to the overall growth of the total sales. Bruno Lerner says: "just by virtue of the strong growth of brand category and rapid growth days are gone for ever, and this is particularly evident in the first-tier cities."
All data and analysis suggest that macroeconomic downturn, although the overall development of the retail industry tend to rise, but it is undeniable that overall demand has been in decline, enterprises are experiencing a hitherto unknown since the reform and opening up in winter. In such a large environment fluctuations, no enterprise can stand stable living days, this period will not give any chance to the internal management is not perfect enterprise have some breathing. Even has a mature management model in the enterprise, the economic downturn, nor through the established system and management mode completely avoid risk, not to mention the already exist many management difficulties of clothing enterprise, if the enterprise to the wind direction prediction and judgment, and its storage in the problem of funds and internal management problems, I might on the tragedy of the notch. Once the big borrowing enterprise bankruptcy, bankruptcy, will create a Domino effect, many enterprises that have been implicated.
