Cuoc chien cuoi cung tren thi truong dien may

Thứ hai, 24 Tháng chín 2012, 06:22 GMT+7

��Cuoc chien�" cuoi cung tren thi truong dien may?Mot so DN kinh doanh dien may cho rang, thi truong dien may Viet Nam dang dien ra "cuoc chien" cuoi cung nham "tieu diet" lan nhau va phan chia lai thi phan.

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Suot thoi gian dai tu giua nam 2011 den nay, khong it DN dien may da gap kho khan phai dong cua, sap nhap, tham chi la pha san do thua lo nang ne. Tuy nhien, theo mot so DN, do chua phai la hoi ket boi thi truong van con su ton tai cua nhieu DN yeu nhung chua "chet". Vi vay, "cuoc chien" cuoi cung se xay ra de loai bo hoan toan nhung ke yeu nay.

Cach loai nhau ma cac DN dang lam la pha gia lien tuc, khien nhung doi thu yeu khong chiu noi, phai cuon goi ra di, nhuong lai thi phan cho ke manh.

Chien luoc de pha gia lien tuc la xem xet nhung san pham nao co loi the, giam gia tang khuyen mai, keo dai thoi gian khuyen mai, tao nen xu huong buoc cac DN khac phai choi theo nham xac dinh ke manh va ke yeu.

De lam duoc dieu nay theo phan tich, DN phai co 3 dieu kien.

Thu nhat, DN do phai truong von. Co nhieu tien moi manh tay dai ha gia, chap nhan hoa von hoac thua lo de keo khach hang va dim cac DN khac.

Nhung DN dien may da tham gia thi truong chung khoan, co co dong la cac quy dau tu nuoc ngoai... hien dang theo duoi cach lam nay boi voi ho von chua phai la dieu buc xuc trong giai doan cang thang hien nay, nen cu tang cuong dai ha gia, khuyen mai khung de buoc cac DN khac lao theo den suy kiet va cuoi cung la rut lui, nhuong lai thi phan.
��Cuoc chien�" cuoi cung tren thi truong dien may?

Thu hai, cac DN phai co he thong quan ly nguon luc toi uu. Moi hoat dong cua DN, tu quan tri nguon nhan luc, quan ly day chuyen san xuat va cung ung vat tu, quan ly tai chinh noi bo den viec ban hang, tiep thi san pham, trao doi voi cac doi tac, voi khach hang deu duoc thuc hien theo tieu chuan va duoc cap nhat lien tuc.

Mot so DN dien may Viet Nam hien da su dung he quan tri doanh nghiep tich hop - ERP (Enterprise resources Planning) la bo giai phap cong nghe thong tin co kha nang tich hop toan bo ung dung quan ly san xuat kinh doanh vao mot he thong duy nhat, co the tu dong hoa cac quy trinh quan ly. ERP duoc the gioi danh gia cao trong viec giup DN tang kha nang canh tranh hieu qua, tiet kiem chi phi.

Khi da co phan mem nay, toan bo cac hoat dong kinh doanh duoc tich hop tren he thong, giup cho viec cap nhat thong tin ve hoat dong kinh doanh duoc lien tuc va thong suot. Nguoi quan ly co the xem xet moi hoat dong kinh doanh nhu san pham nao dang co loi, san pham nao thua lo, ton kho bao nhieu, chi phi ra sao... bat ky luc nao, qua do co the phan tich va ra quyet dinh ngay lap tuc ma khong phai cho cac bao cao dinh ky.

Tuy nhien, chi phi cho phan mem quan ly nay kha dat nen nhung DN khong co tiem luc tai chinh kho co duoc. Nhu vay, khi cac DN khac pha gia thi cung chi biet lam theo ma chua ro san pham cua minh lo lai ra sao. Den khi co bao cao thi da qua muon, dieu chinh khong kip.

Thu ba, phai tao ra tam bao phu rong khap de banh truong va chiem thi phan cua cac DN khac. Xu huong bay gio khong phai la dau tu nhung dai sieu thi nhu truoc nua ma chi can nhung sieu thi vua phai dien tich 2.000m2 nhung tham nhap vao nhung khu vuc dong dan cu co nhu cau cao.

Hien tai, gia thue mat bang da giam rat manh, tai noi thanh Ha Noi, gia thue chi o muc 10 USD/m2/thang. Viec tim thue duoc dia diem tot rat de, cung voi do cac nha san xuat, cat giam manh khau phan phoi trung gian, tang ho tro cho nhung DN ban hang truc tiep den nguoi tieu dung, dieu nay gop phan lam cho diem hoa von cua cac sieu thi giam manh.

Mot so DN dien may tai Ha Noi cho biet, mot sieu thi dien may hien tai voi 2.000 m2 chi can dat doanh so 600 trieu dong/ngay la da hoa von, khac xa truoc day phai dat doanh so 2 ty dong/ngay. Day cung la co hoi cho nhung DN dien may co tiem luc.

Dieu nay ly giai vi sao trong khi nhieu DN dien may dang phai thu hep kinh doanh do thua lo, thi khong it cac DN dang bung ra voi hang loat sieu thi moi. Tran Anh dau thang 8/2012 mo mot sieu thi tai duong Dai Co Viet (Ha Noi), sap toi lai tiep tuc mo sieu thi tai Ton Duc Thang, Dai Mo, Thanh Xuan va Giai Phong ( Ha Noi), Pico, Nguyen Kim cung sap khai truong mot so sieu thi dien may moi tai Ha Noi Hai Phong, TP.HCM.

Cho den nay, nhieu san pham dien may da ha gia rat thap, chi can 6 trieu dong, khach hang da co the mua duoc mot chiec tivi LED, tham chi neu chap nhan thuong hieu khong noi tieng thi gia con thap hon. Chang han, mot so sieu thi hien dang ban tivi LED thuong hieu TCL Trung Quoc loai 32 inch, gia chi con 4,9 trieu dong. Con tivi LCD thi giam rat manh. Tivi LCD 32 inch thuong hieu noi tieng cua Nhat la Akai gia chi con 3,9 trieu dong.

Theo du bao cua cac DN, tu nay toi cuoi nam 2012 se con nhieu cac chuong trinh khuyen mai, giam gia duoc tung ra lien tuc va den quy I/2013 thi "cuoc chien" se an bai, so phan nhieu DN dien may luc do se duoc dinh doat va thi truong duoc sap xep lai.



Cac nha san xuat hang dien may nay cung thay doi chinh sach ban hang. Nhan thay khau trung gian lam tang chi phi cho san pham den 10% nen nhieu nha san xuat da quyet dinh cat giam, bo khau phan phoi qua cac dai ly ban buon ma dua thang hang cho cac nha ban le truc tiep nham giam gia san pham de tao loi the canh tranh.

Cho den nay, cac nha san xuat lon nhu Samsung, Toshiba, LG... da va dang loai bo dan khau trung gian bang chinh sach ban hang moi. Gia thap hon se tao ra loi the cho DN ban buon, con DN ban le kho tiep can duoc voi nha san xuat truc tiep neu khong co so luong doanh so lon.

Nhung hien nay, kinh te kho khan nen nhu cau dien may giam manh khien gia ca cung xuong lien tuc, vi the nha san xuat da xem xet lai cach lam nay. Theo tinh toan, cat bo khau trung gian se giam duoc tu 3-10% chi phi nen nhieu hang an dinh gia ban nhu nhau cho tat ca khach hang, du mua nhieu hay mua it. Tuy nhien, neu ban truc tiep cho nguoi tieu dung se duoc hang ho tro tu 3-4% gia.

Cach lam rat don gian, chi can khach hang khi mua san pham, nhan tin SMS thong bao de xac nhan toi trung tam bao hanh ma so san pham. Trung tam kiem tra xac nhan dung la nguoi tieu dung mua, thi se giam gia 4% cho sieu thi, cua hang. Hoac mua bang the tin dung se duoc giam toi 10%, con ban buon se khong duoc nhan phan ho tro nay.


Tran Thuy

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