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Financial Crisis Shoe Enterprises Rely On Innovation To Survive

2008/12/13 0:00:00 82

The Olympic craze has just passed, but the sports shoe industry is

Severe winter

But can not see the margin!

Since 2003

Gym shoes

The industry began to enter the "double high" development mode with high cost and high growth. After 4 or 5 years of rapid development, this relatively short-sighted strategic mode began to show its fundamental defects. The high cost and high growth gradually evolved into "high cost, low growth and low efficiency". The impact of this evolution on the sports shoes industry is devastating. We should know that in the past few years, due to the expectation of the future high growth, most enterprises have overly optimistic overdraft in the next few years.

In the short span of three or four years, the operating cost of most sports shoe enterprises has expanded ten times or even tens of times. Of course, sales are also increasing at the same time. However, the growth of cost is increasing year by year, and the growth of the market scale has begun to enter the strange circle which has been shrinking year by year.

Under these circumstances,

Gym shoes

The industry began to say goodbye to the golden period of growth and entered the golden period of cost growth. The group clenched its teeth and assumed the mountain of high cost.

In the high growth stage of the market, the marginal revenue brought by the expansion of the scale can barely support the cost of this huge expansion, and can also cover up the operating pressure brought by the cost growth.

After the shrinking market crisis, this contradiction began to sharpen.

High operating costs, such as Taishan, are too much pressure on sports shoe companies, and finding money around the world has become one of the focuses of their work.

financing

Private lending has been barely resolved; however, the old saying that "no blessing or no harm has come to a single fate" has played a magic role again. In the second half of 2007, especially since 2008, with the tightening policy brought about by the state's macroeconomic regulation and control, banks have been playing the role of cursing.

financing

This road has just been

Gym shoes

The "Alibaba wealth gate" opened by enterprises is heavily closed by lightning.

This is not the worst. With the stock market crash since the end of October 2007, the channels for private financing suddenly disappeared. Even after the monthly interest rate soared from 1% to 10% or even 15%, there was no way to borrow money.

A large number of capital cost gaps of enterprises are not solved by labor and loan before they are supported by partners.

However, a series of events since July 2008, even the only "life-saving straw", have been mercilessly sinking to the bottom of the sea.

Market left

Gym shoes

Enterprises, only the most helpless self-reliance, self-sufficiency.

Obviously, this is the most difficult way to go.

Today, the plight of the sports shoes industry has already hidden trouble many years ago.

The low level and homogeneous development of a single development mode is like a thousand armed forces who are brave in crossing a single log bridge, and are destined to be the success of a few.

Such a high cost, high growth mode of development, if there is no mature team, mature system in the initial stage of the rainy day, is doomed from the beginning is a kind of short-sighted strategy.

What's more, the development mode of the whole industry can only drag the whole industry into the competitive Red Sea with the greatest risk, the most consumption of resources and the lowest efficiency. Under this circumstance, it is not surprising that the outcome of a hundred thousand bones will be withered.

In the industry can not find a solution, turn to other industries, open vision, positive reference may find the final way out.

and

Gym shoes

The development of industry is closely related to the garment industry.

In fact, the clothing industry also encountered similar problems in the sports shoes industry at the very beginning. The high cost and high growth monopoly mode made the garment industry go all the way.

But soon the development of the garment industry has entered a vicious circle of high cost, low growth and low efficiency.

Because of the low profitability of clothing, the sustainable growth of enterprises has encountered strong resistance without exception.

At this time, a large number of

clothing

The brand has been plunged into a low operation, and its performance has gone from bad to worse.

encounter

crisis

After that, after a long period of grinding, the garment industry successfully found four development models beyond the brand monopoly, which changed the development path of the garment industry to a certain extent.

The direct selling mode led by PPG brings

clothing

The huge volume of sales created by the 2 Party super shirt giant YOUNGOR (ITAT), which was led by the Hai Lan House, has been actively explored and successfully achieved by integrating the resources of the clothing industry and achieving the best return on investment. After the show, the most popular brand of the clothing department stores is the scale advantage of the multi brands, which is well appreciated by international capital. While the ZARA and H&M from Europe have overturned their traditional product development thinking, the higher frequency of product promotion and more brand value added services (popular fashions) have won the popular pursuit of many fashion pursuers, and the stars are shining and strong on the ground. Industry's new impact, direct selling agency

take the reverse into consideration

Gym shoes

The industry, in addition to the huge brand monopoly mode, can not see any second mature.

Development mode

。

Therefore, we must solve the present problem thoroughly.

Gym shoes

Industry

crisis

We should learn from the clothing industry, combine the industry and the enterprise's own resource reserves, development stages and brand core values, and find the most suitable way for them to get out of the Red Sea at an early date.

Editor: vivi