The Survival Wisdom Of Small Enterprises In The Era Of "Big Enterprise"

     Small business We should make full use of the characteristics of our own flexibility and create a winner with 42 skills.

In the past two years, the international venture capital has gradually opened the door for social capital to enter the Chinese garment industry. The apparel industry has become a low investment, low risk, low return and low loss industry in the eyes of investors. As a result, more VC companies took aim at garment enterprises, and more clothing enterprises were eager to try their best. The government of Fujian has strongly encouraged the listing and financing of enterprises in some garment gathering areas, and provided policy and financial support to the listed enterprises. Guangdong clothing and Apparel Industry Association jointly established a specialized agency with Guangdong Blue International Investment Consulting Co., Ltd., which is a capital operation service alliance of garment enterprises in Jiangsu Province, which boosts the capital operation of enterprises. It has been asserted that with the recent strong signals from the economic situation, the number of clothing listed companies will increase rapidly in 2010. Jiang Hengjie, executive vice president of the China clothing association, predicted that the garment industry will transform its pattern in "fission" and "fusion" in the future: "split" refers to the further subdivision of the market and industry; "gathering" refers to the further accumulation of capital and resources to the dominant enterprises. It seems that a myth of "creating a rich crow" will soon be staged, and the era of "big enterprise" will be coming from capital participation.

"Big enterprise" has improved industrial concentration, enhanced core competitiveness and promoted industrial upgrading. However, the increase of large enterprises, especially the large number of capital holding enterprises, has absorbed a lot of industry resources and changed the rules of the game. This has created enormous pressure on survival for small and medium-sized garment enterprises. They all say that terminal is king. Large enterprises do not take into account the occupation of the terminal market under the help of capital. They all say that talents decide the future. Large enterprises can use the advantage of capital to release high-end stocks by issuing welfare stock to employees and adopting stock options. Faced with the devastating market offensive of big enterprises, small businesses' small brands seem to be hard to cope with. In fact, there are fish roads and shrimp shrimps in the fish. In order to avoid mergers or acquisitions, small businesses must pay attention to the wisdom of survival in the new situation.

　　 Brand alliance brings vitality

Faced with the impact of "big business", small businesses can consider forming alliances to compete with them. As a matter of fact, "brand alliance" has been popular in industrial clusters years ago. There are also some measures. The most common thing is that the government or industry associations come forward to organize enterprises to participate in exhibitions, increase publicity on the popularity of industrial clusters, and create "X. clothing name towns". However, the fireworks were scattered and the small sampan did not become a large fleet. The small brand was still a small brand. The reputation of famous towns is large, but the brand building and channel construction of enterprises are still very difficult.

Obviously, the above practice is only in the name of alliance, without the reality of alliance. The so-called brand alliance is to select enterprises that have brand operation objectives and strong strength as members. Through market segmentation, brand dislocation management and reasonable division of labor within the alliance, we can form a consortium of homogenization and competition conflict minimization, collaboration and complementarity maximization, and form the scale advantage of differentiated competition. On this basis, we should jointly develop channels and terminals, and quickly establish self operated or agent networks to promote the rapid development of "brand groups".

Of course, brand alliances are not necessarily confined to an industrial cluster, and trans regional enterprises can also form alliances. For example, there are "Quanzhou brand + Wenzhou manufacturing" and "Guangdong R & D + Quanzhou processing" mode. Quanzhou Shishi clothing brand and Guangdong Zhongshan and Jiangsu Changshu three garment enterprises jointly set up a unified brand joint operation center in Shanghai to carry out cross regional resource integration of industrial brands, and reform production, circulation and dissemination, so as to achieve mutual benefit and mutual benefit.

To build a brand alliance, we must first update the concept of business management and promote the common market segmentation and product segmentation of enterprises, and guide enterprises to sit in the wrong position and find the most suitable competitive power for them. On the basis of avoiding "crash", an information service platform is established to facilitate complementary support among enterprises. Through these measures, brand alliances can form a loose consortium with superior resources complementary, brand positioning stagger and specialize in market segmentation. Secondly, we should seriously study the establishment of the power balance mechanism and benefit distribution mechanism of the alliance, find the appropriate cooperation mode and path, form effective management measures, and form an organic whole through the soft moderate chain, forming a resultant force to face the market competition and even become a joint stock company listing.

　 Business opportunities generated by E-commerce

The Internet world is still an anarchist world. It is still difficult to form a network hegemony. Large enterprises can take advantage of heavy brands to seize the terminal, and control network channels. For the prosperous online stores, even those big listed companies can not fight hard. Because online shop is not a financial strength, but a product's personality and price, which makes big enterprises lose the focus of competition.

It can be seen that the vigorous development of Internet and e-commerce has provided unlimited opportunities for small businesses and small brands. In reality, through Electronic Commerce Successful small businesses are springing up. These small businesses are not enterprises that are individualized and flexible. Of course, online shop and virtual operation can never satisfy the consumers' need for real experience in the purchase process. To a certain extent, we still have to open a physical store. However, the increasingly prosperous office building opens up a successful mode for small businesses. Since most of the business links can be solved online, then the main function of the store is no longer the sale of products, but has become office, display, fitting, storage and so on. As a result, there is no need to choose the business day with high rental day. It is a good choice to stay away from business district blocks, communities, residential areas and office buildings. As a result, it avoids the fierce competition with big brands in business, just in line with the strategic tactics of avoiding reality.

E-commerce brings unlimited business opportunities, but it also makes fundamental changes in the traditional brand operation mode. Channels, expansion, product development and logistics must follow. Small businesses should seriously study the law of brand operation under the new business mode, and discover and form their core competitiveness. Only in this way can business opportunities be turned into winners, and in the brutal era of "big business", they are entitled to their own living space. We should save more manpower and financial resources in product development, cost control and network marketing promotion. As long as we can avoid homogenization competition and maintain full personality, we believe we can find our own consumer groups and never fear the competition of big enterprises.

Fight the enemy separately create The winner

The Eight Route Army has a famous method of war often used and the effect is wonderful, that is: you hit you, I hit me. In the final analysis, they do not play cards according to the rules, do not let the other side lead their nose, win in chaos, and win in the middle. This kind of war thinking has important reference significance for small enterprises in the era of "big enterprise". Generally speaking, large enterprises are "not bad money" and rely on capital strength to expand territory. Small businesses are often "bad money". If they follow the thinking of big enterprises, others will enter large shopping malls, and they will enter large shopping malls. Others will open large stores and open their own stores. When big enterprises step by step in the traditional or innovative mode of operation, small businesses must jump out of their thinking, or take advantage of their weaknesses, or adopt new business models to integrate resources and respond to competition according to their own actual conditions. Only in this way can they create a victory for themselves. Walking behind a big business's butt is a dead end.

The same shop, GAP, ZARA, UNIQLO can open a fast fashion private brand franchise store, small businesses do not have the ability to open big stores, nor have such a strong product development capability, but can open a buyer's concept store, you can open Sichuan long Bao Ling style brand designer brand tour shop; you rely on the flow of people to improve sales, I rely on personality and value-added sales; you open in the business district, I will be in the creative block; you rely on the image of the store attractive, I rely on words and word of mouth attract people. Since we can not compete with big enterprises in strength, we should make more efforts in innovation and have the sense of changing the rules of the game at any time.

In addition, in the whole industry chain can not compete with large enterprises, small businesses can do fine, meticulous and strong in a certain part of the industrial chain. According to authoritative prediction, the concept of division of labor in the future will become more and more clear, and the refinement of business will become a major direction of the development of the industry. Some enterprises specialize in special processing, some specialize in purchasing and discharging level, some specialize in channel construction, improve market control, and specialize in processing and terminal links. That is to say, small businesses can win by not relying on omnipotence, but by the special ability of an industrial chain.

In short, small businesses should stick to their own path, not to be dominated by the rules of game formulated by big enterprises, not to face up to big enterprises, to avoid their edge, to attack their weaknesses, to make full use of their own flexibility, and to create a winner with 42 skills.