World Clothing Shoes And Hats Net Interview With Ding Hui, Chairman Of Limited By Share Ltd Fujian

Ding Hui, chairman of Limited by Share Ltd

Ding Hui: on the face of it, the characteristics of the odd are summed up in fashion and parity.

Deep analysis, it will be found that all this stems from the unique mode of operation. It represents a new fashion SPA brand operation mode (SPA is the abbreviation of Speciality Retailer of Private Label Apparel, literally plated as "private brand clothing professional retailers").

As for whether we can break through the restrictions of geographical, consumption habits and the difference of fashion vision, so far, the development of SPA has proved the essence of the essence of the model.

This is mainly attributed to "four rapid responses", which is widely used by the media.

The "four quick reactions" are: Design - hundreds of designers will launch thousands of new products in one year; production - from production to production for the shortest time in a week; logistics - delivery of goods within 3 days to any store in the country; goods: after being sold out, there is little replenishment, all goods within the shop within 3 weeks are all updated.

To put it another way, inventory problem is indeed one of the most troublesome problems in the clothing industry. Nor will it avoid this problem. The SPA mode of the North's first brand positioning is closely related to the trend of fashion, and then is the continuous production of "over many styles, small quantities and small quantities".

Using the nationwide procurement and pportation system, the whole process of the regional chain stores' goods shelves is the shortest in 10 days, and the new products of all chain stores in the country are almost synchronized with each other, and the maximum difference will not exceed 48 hours.

This enables him to sell the popular products in bulk in the first time, keeping pace with fashion.

Using small batch and multi batch supply mode, two new products will be distributed to local stores every week for a period of two weeks.

This way of operation will not only satisfy consumers' fashionable and personalized fashion consumption demand, but also greatly reduce the risk of capital investment and inventory. Moreover, chain stores do not need to set up special stores to reduce the cost of marketing.

Ding Hui: many people have asked similar questions. We have not conceal the market risk of the business model, but it does not mean that it bears the risk of clothing production and the risk of marketing.

The essence of the SPA mode is "always hold the factory in one hand, support the customers in one hand, help each other as much as possible, and keep your eyes on your product until it is sold."

First of all, "holding factory", even if it is SPA brand, its supply chain can withstand the intensity of operation.

The supply chain of the company is strong enough.

One of the reasons is, of course, that he owns a large industrial park with a scale of over 100 thousand square meters in Lichuan, Jiangxi and other places. In the park, various suppliers are integrated, and the control of these suppliers by means of holding and shareholding is made by the park, so that the quality of the products can be fully grasped, which greatly reduces the risk of capital and product quality.

At the same time, as mentioned before, the continuous production mode of "odd multiple, small batch", plus fast logistics, greatly reduces the risk of capital turnover and inventory.

The second is "holding customers".

To put it simply, it is to meet the needs of customers, and then design the operation mode, create brand and so on.

Through the remit of the best selling single product of the season, the director of brand marketing, through the revision and the way of group payment, we have been able to provide high quality and low price fashion fashions to the 25-45 year old customers who are sensitive and consumptive.

What does the consumer want to become the most important reference target for the company?

In order to understand the reference value and understand the consumption demand of the market, a group named marketing monitoring department was set up by the Commodities Center.

Using the most advanced information technology, any POS of any store is connected to the computer center of the headquarters. The marketing monitoring department can view the sales situation of each store in real time, analyze the demand of consumers, and from color, style to price, summarize it to the design department everyday, and make improvement immediately.

After two weeks, new products produced according to customer needs can be found in the store.

The rapid market reaction and reasonable brand operation mode make the brand grow more than 100% per year.

All of these will greatly reduce the risk of the market.

As for storing and developing marketing talents, he has his own unique way.

Throughout the year, we can see the figure of human resources recruiter at the major recruitment fairs. We can also see the recruitment information on the major recruitment websites. The training hall of the headquarters is also carrying out various targeted training.

In order to make sufficient reserves of talents for the "five thousand store" plan, the Nuri training department has launched the "two thousand five store" shop manager engineering training plan to prepare 1000 excellent shop managers in the next three years.

In order to encourage all levels of supervisors to train their subordinates in due diligence, there is such a rule in the company's system that if 1 stores do not help 2 shop assists, they will not be promoted to store managers. A store manager can not train 2 to 3 shopkeeper or a regional manager. If a regional manager fails to develop another regional manager, he will never become a regional manager or branch manager.

Due to the incentive mechanism, there are corresponding penalties, coupled with rigorous training and testing system to assist the implementation of "store manager project". In the system, an excellent employee's promotion will be several times faster than that of other garment enterprises' channel terminal system.

Ding Hui: let me give you an example. The speed at which the car has just started is certainly not very fast. After a period of time, it will be able to proceed at a high speed. This is the acceleration of our high school physics.

Nor can he break out in an instant. To achieve a rapid development, there must be early accumulation.

From 1997 to 2001, we mainly accumulated talents in the past few years. Many of our store managers were taught by me at that time.

In the procurement and distribution of talents, they grew up step by step at that time.

From 2001 to 2003, we mainly set up our own business mode and management system, first introduced the chain operation mode, set up the first sales monitoring department of the domestic garment industry, and all of them adopted information management. After a series of processes were completed, it started to replicate at a rate of 100% per year.

Because business philosophy, brand operation, corporate culture, and personnel training have already had a fixed mode, and the next step is to copy and develop rapidly.

Ding Hui: I often say a word: there is no sunset industry, only enterprises that do not know how to change.

Some people think that the clothing industry is a labor-intensive, sunset industry with no innovative significance and technological value. I do not agree with this view. Both the clothing industry and the retail industry have a long history. But if you can find a new way from the traditional industry, combine the emerging industries with traditional industries, then its vitality will be even stronger.

To the point of view, the single clothing store is like a self-employed person, but when you know the kernel of the park, you will find that this simple clothing store has integrated the most advanced business models and management methods in the world.

Let me sum up, the main points of new developments include: retailer brand, chain operation, PFM concept, vertical channel management, information management, membership marketing and so on. These are the latest economic ideas and economic models. Therefore, as long as we keep absorbing new technologies and create new methods, the industry has been full of vigor and vitality.

With the continuous progress of the economy and society, our strategic thinking and enterprise management thoughts are changing. For example, in the past, business management is nothing more than managing people and managing money. Now it is different. We should talk about target management.

Industry competition is the same. Before it was talent competition, resource competition and capital competition, now the competition of garment industry has become the competition of the whole industry chain. From retail terminal to production workshop to raw material supplier, there are many links in such an industrial chain. If you can control all the links, then you will not be afraid of competition, because no one wins you.

We are now making efforts in this respect. On the one hand, we are opening new stores all the time. On the other hand, we have built a 150 yuan industrial park in Lichuan, Jiangxi, and integrated garment production and raw material suppliers in the industrial park to achieve the goal of "China Fashion WAL-MART".

Ding Hui: Thank you.