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随着业内企业数量增多,企业生产能力过剩,劳动力成本提高、价格下行压力增强及争夺渠道的白热化,我国服装企业发展面临的不确定性增大。此外,媒体、消费者、市场环境及企业本身的变化也在暗示品牌力不强的服装企业的未来发展将面临更大的不确定性。在变化速度加快、变化幅度加剧的现实环境下,服装企业如何做强品牌,如何摆脱低端竞争,已成为许多企业高层管理者的决策难点。
With the increase of the number of enterprises in the industry, the excess capacity of enterprises, the increase of labor costs, the downward pressure on prices and the heated competition channels, the uncertainty facing the development of China’s garment enterprises has increased. In addition, the media, consumers, the market environment and the changes in the business itself also implies that the future development of apparel enterprises with weak brand power will face greater uncertainty. In the real world environment where the speed of change is accelerating and the rate of change is aggravating, how to build a strong brand and how to get out of low-end competition has become a decision-making difficulty for many senior managers.