Comparative Study Of The Fashion Industry In China And South Korea

Currently the Chinese Clothing Enterprises are at the stage of transition from the old; their movement provides the new reference for the growth of the whole clothing enterprises in China.The speed of Chinese Clothing industry merging into the world Clothing mainstream is rapidly accelerating, today with the fierce competition among the Chinese and foreign Clothing enterprises, doing research on the reality and problems encountered by the Chinese Clothing Enterprises and entrepreneurs is very helpful to command the development tendency of the whole industry. Currently the reality which is inevitable to the Clothing Enterprises is how to develop in the near future. In future the wisdom of the elites in this industry will rule the development space of the enterprise.The development and abandonment of family management and mind revolutionIn the past 10 years, there appear many managers in the Chinese Clothing Industry, and there will appear entrepreneur in the future 10 years. This is the symbol of maturity to the Clothing Enterprises. The difference between a manager and an entrepreneur is whether he or she understands the strategies and tactics. The Clothing industry lacks entrepreneurs, especially the spirit of entrepreneurs. The spirit of entrepreneurs is mainly shown on the determination to the strategy and the revolution of mind. For a very long time, the Chinese Clothing Industry has plans and experience, but it does not have strategy and mind. Many enterprises consider brand as a tree of money, they water it today and pick money from it tomorrow, In order to create a brand in a very rapid way, they develop the ultra-luxurious fashion show and invite popular stars as their brand representatives to promote their products in the advertisement of large scale with the expectation of franchisees and consumers' gathering. But the current market is not like what it was in the past. You cannot win the market by wonderful ideas, long concepts and far-fetched management; these actions may bring the negative effects to the brand. There are many examples for that. In the evolution of mind, the common problem of Chinese Clothing Enterprises is the phenomenon of technology innovation being more than policy innovation. Although the production equipments achieve the world class standard, the difference between the administrations is huge.Family management must be especially developed and abandoned.Many Clothing enterprises in China are developed from family enterprises. Family enterprises are actually the union of enterprise and family; it is also an economic organization, a cultural and ethics organization. The trust inside the family can control the management cost inside the enterprise; the family can raise the funds inside the family to solve the problem of funds malaise; it can also develop the enterprise by a comparatively flexible decision-making characteristics; it does not offer opportunity to the competitors for the security inside the family.But with the development of the enterprise, the malpractice of family management becomes outstanding.Firstly, he range of selecting the managers is very limited, so it cannot meet the demand of high-end talent.Secondly, the financing is difficult.Thirdly, hold replacement policy; the ethics regulations replace the policy regulations, which cause the distortion of the management policy of the enterprise.Fourthly, the management pattern of parents and ruling are easy to cause the error of the enterprise.Fifthly, it is unable to build a scientific and reasonable policy of rewards and punishments, so it lacks the cohesion of the employees outside of the family.Sixthly, the joint venture between brothers and sisters, father and son cause the opacity of the inner property right, the problem of inheriting the enterprise is especially outstanding.What we need to pay attention is the recent phenomenon of "second generation managers in the civil clothing enterprise" becoming more and more outstanding. They grope the juncture of policy between family enterprise and modern enterprise. This enterprise characteristic takes family enterprise as the subject and carries on the management pattern of modern enterprise at the same time.The selection of distribution channelsBesides policy, the distribution channel has become the threshold that Chinese Clothing enterprise cannot cross; it even becomes the decisive elements to the survival of the enterprise. At this moment you need to pay attention to the following two points. First, the clothing enterprise spends 5% time on the process and manufacture,95% time on commodity transportation, storage and sales. Second, the clothing enterprise spends 30% fees on the stage of manufacture and others,70% fees on the distributions. By that we can see, distribution decides the profit improvement of clothing enterprises and the upgrade of the whole industry.Enterprises who have seen the long-term interests will consider the distribution way, channels, commercial environment, additional conditions demanded for the clothing brand. When you carefully analyze the clothing channels in China, the first choice is general merchandise, the second choice is wholesale market, wholesale market is not suitable now for the brand promotion, many brands choose the way of setting a special counter in a department store and establishing a branch, opening a store etc.With the improvement of consumer attitudes and the differentiation of consumer class, there appears a phenomenon of existing multiple businesses and patterns of the clothing channels. Currently the difficult problem faced by the clothing enterprises is how to expand the sales channels, establish branch, open stores and choose shopping malls by following the class and the consumer class. Problems like management issues, logistics configuration issues, problem of difference between the south and the north, logistics time, feedback of the marketing information have limited the development of the distribution channel of all the enterprises. The relationship between the clothing enterprise and the store has also changed dramatically. Many years ago, the enterprise can attract many stores by several gathering seminars. The past stores thought enterprises with image and stores are powerful. Now all the modern enterprises have stores and image stores. Many enterprises are at the cross of choosing one from two. If they establish branches as the distribution channels, it is very likely to have serious inventory, complicated financial management; if they choose to implement the strategy of stores, they may be unable to assist for the increasing amount at the distribution stage which may directly affect the success of the management, thus they cannot manage the brand according to the distribution designed by the headquarter.Brand power is the competitivenessIn fact many entrepreneurs have found the same problems at the time of building the brand. Even if they invested for a large amount of advertisement, planned for the market with brand new creative design, the profit is very little. The core problem is the lack of the brand power. The so called brand power is building a powerful brand by the constant developing ability concentration and brand design power, culture power, sales power, and it reflects the comprehensive competitiveness of the brand. The lack of the brand power causes the brand being unable to switch to an outstanding brand and also being unable to hold a bigger target.Although these enterprises can constantly change the design, improve the quality and maintain the brand image when building the brand, the enthusiasm of the brand manager's attitude to the change of the market demand and the related revolution development will fade away, and the investment on the new creative design, digging the brand culture, innovative technology will be lessened as soon as the brand occupies some recognition in the market. The managers begin to invest their main effort and fortune on the brand packaging; they think that as long as the brand sound is maintained, the additional value of the product will consolidate the market position of the brand. Some of the managers'management mind and level cannot follow the brand development as soon as they gain the brand sound, so they cannot control the brand development with the changing of the market. They overly expand the brand and develop all the brands as series brands, they blindly increase the production and improve the price within the specific market and range, they use the brand recognition to gain more market, and they think they can gain the money from all the markets by taking the brand recognition as the brand additional value. The result is, these brands lose the current brand characteristics, and they cannot find the feeling in the new area, so this limits the development of the brand and the enterprise. In fact, the impetus of the enterprise growth is the inner power of the enterprise. Currently the Chinese Clothing enterprises are at the stage of transition from the old, enterprises that have accumulated experience tries to search other channels in order to re-grow. The next generation managers of clothing industry with high education, unique strategic view, and outstanding actual achievement will control the enterprise to grow rapidly. The movement of these enterprises will provide a new reference for the growth of the whole clothing enterprises in China.