Interpretation: A Fast Growing Menswear Brand GXG

In 3 years,

GXG, the 3 year old brand is amazing in its rumour. Is it from ancient heroes to young people, or is there no tiger in the mountains? Monkeys are called overlord. Recently, when GXG entered the China Research Institute of Commerce, we had an exclusive interview with relevant departments. Through the report, you will find that GXG is not only a legend!

The 30 year old team is 60 years old.

In 2007, the entrepreneurial team led by Yu Yong, general manager of GXG, had an average age of about 30 years old.

In this group, Yu Yong has been a managing director of retail and a well-known women's wear. The rest of the team comes from the middle and low level management or service staff of the retail terminal.

The start-up capital of GXG is 5 million yuan.

Such a relatively young group of young people, in the early stage of business, is considering what most of our clothing predecessors have been fighting for more than ten years in the market before they wake up or have not yet awakened.

Pure choice

Most of GXG's teams come from terminals, so they have a high view of development in the market. They also appear in the terminal.

Around the development of the terminal market, they are not limited to their own experience, nor do they follow suit.

They saw business opportunities in men's clothing market.

"We find that the best selling form of men's clothing market is black and white grey, making the black and white ash classic, and having the market at the same time, has also formed a terminal positioning and image differentiation development?" Yu Yong team three points of vision, seven points of courage, with pure Executive power, so that the idea of achieving reality.

"In fact, GXG has no mystery or superpower. Most of the time we think of it and reach a consensus of the group. We all have a heart and heart to struggle without any distractions. I think it is precisely because there is nothing to lose and choose simply to do, but to make complicated things easier."

Yu Yong said.

GXG is a dumbbell enterprise, which focuses on R & D, sales and other industries.

Like most start-ups, GXG still needs some time to go on the integration of the industry chain. However, they have grasped the key point of the future development in the enterprise management stereotype, so that the terminal can be integrated with R & D organically.

The north and South span of China is relatively large. As the Chinese clothing brand management expert Zhu Wenxin said, the temperature difference between North and South can reach 50 degrees.

In view of this, GXG has set up direct stores in various large areas, thus accurately grasping the consumption habits and product characteristics of various regions.

"For men's clothing, if I choose between quality and fashion, quality is the first priority."

Yu Yong said.

In grasping the quality of the brand, we begin to communicate with the producers from the beginning of research and development. We should not cost and benefit in the processing and production of timber, but in the light of the market and the quality of products.

For the GXG with only 300 outlets nationwide, the quantity and preciseness of product quality control personnel is no less than the control and control of mature brands.

At present, there are nearly twenty people in GXG mainland's R & D team. They frequently come to terminal stores or Europe, America and Japan to take the lead and catch up with fashion.

The domestic R & D team of mature brands is only more than 10 or even a few people. Why does GXG have such huge manpower input?

Yu Yong believes that the quality of investment products is in disguised investment advertising, and this ad value is unlimited.

He believes that without excellent products, there will be no trust from franchisees and long lasting consumption of customers.

Construction of developed logistics system

Although the production line is completely outsourced, GXG is one of the brands that are relatively accurate in terms of delivery date. Through relatively sensitive nationwide networking system, it can first know which store sells the product and then communicate with it in a timely manner. Once the customer has needs, the goods can reach customers quickly through the developed logistics system.

If they talk with GXG franchisees, most of them will mention that GXG has a good delivery time and a well-developed logistics system.

This kind of development is not developed logistical technology, but the number of personnel in its logistics department is as high as more than 150. GXG uses "developed" manpower to ensure the extraordinary development of logistics. The GXG team can try its best to do its own job at the first time, so that it can quickly and guarantee quality and quantity. GXG chose to cooperate with professional logistics companies far away.

For flat management of terminal management, logistics is the basis of circulation of goods, and the logistics system can not keep up with the high-speed operation of the whole logistics system.

The GXG is carrying out the distribution system at close range, and the ordering system is implemented at a long distance, and the parallel or uplink mobility of the system goods is achieved through the developed logistics system.

GXG is also paying attention to the development mode of single distribution value. It is true that GXG needs to undergo a new pformation and has a more systematic development in its organizational structure and management system.

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Direct battalion is the hematopoietic base of enterprises.

GXG is a clothing brand dominated by the terminal market. The training and maintenance of all terminals are basically completed by GXG headquarters.

GXG has also been increasing the proportion of the straight line of the terminal, while increasing the number of direct battalions in the selection and control.

The marketing department, the training department (GXG become the optimization Department), the commodity department, the logistics department and the development department are the departments with a larger proportion of GXG headquarters and a relatively fast development department.

The rapid growth of GXG, mainly through direct stores to nurture the talents needed by enterprises, grew up in Direct stores.

For example, Beijing has to open a direct store. In the early days, the store leader or the more powerful shopping guide will be sent directly to the Ningbo headquarters direct battalion system for half a month's training.

The backbone of GXG is mainly self storage and training.

Management focuses on collaboration.

If you communicate with managers or employees of various departments in GXG, you will find that they call "Yu..." or "enterprise".

About business or performance, they will tell you: "we are using five or even ten times the energy of others.

So we made some achievements, but this is just the beginning, my team and my company... "

About management, they will tell you: "I feel that we are multi-dimensional cooperation, maybe different positions, but we are enjoying the kind of happiness that we struggle for ourselves. It's really hard and hard to have a rest time, but we are very united and willing to give. This environment is free, respectful and collaborative atmosphere."

Shanghai GXG general agent also said: "GXG this young team is very desperate! This kind of concentration and devotion is hard to find among young people. It is rare that they are all united and very attentive."

Why do people like GXG hold together and work hard? This is what we need to think about at the management level.

GXG also has a variety of rules and regulations, and there are endless meetings, which will also face the problem of employee salaries and selection, use, education and retention.

But they create an atmosphere of collaboration.

This is a harmonious environment which is brought about by the height of the cause and the respect of people and people.

This is the infinite development power of the enterprise derivation.

I believe that the phrase "GXG" is what GXG said at the top level is that everyone is working together, down-to-earth and paying more to do one thing.

Yu Yong also said: to do business, we can rely on products in the early stage, but we must rely on people for rapid development. Therefore, EQ is more important than intelligence quotient.

The development of small G and high G will be extended in the future.

For the future development, Yu Yong said: "in the next 5-10 years, we will always focus on the men's clothing market. We will also extend the G service to the backbone of the society to meet the personalized and colorful design requirements of 80 and 90. We are already doing this. We expect to have 200 stores. Once the development of small G becomes stable, we will go to the high end and launch a fashionable and tasty clothing for the golden collar."

"Ford style" product development

On the market, GXG is the Jack Jones's chaser.

Jack, manager of GXG R & D department, has done the right job for GXG. There is no doubt about the status of Jones in today's men's clothing industry. There are more than 6000 outlets in the country.

However, Jack Jones is also facing the development of subdivision, reducing inventory and raising the interest rate of single store.

Before, in Cheap Road, Shanghai, Jack Jones's imitation copies were everywhere, but now this phenomenon has become less and less. Why? Because the consumption of the whole market is moving down, and the demand for fashion and taste of young people is getting stronger and stronger.

Jack Jones, who has not changed much in design style and style, is facing the itch of growing up.

GXG and Jack Jones are two different styles, but GXG has seen business opportunities brought by market segmentation on Jack Jones.

"Jack Jones has always been an example for us to learn."

Wu manager said frankly.

However, this kind of learning is not based on the words but on differentiated marketing.

Focusing on research and development, GXG can say that there is a hole in the sky.

Categorical R & D

GXG before the product development, the French headquarters will give R & D directions and related popular information and information. GXG mainland R & D team will combine the terminal market demand and make comprehensive product research and development orientation.

In detail research and development, GXG adopts category research and development, and designers are in charge of each category. For example, woven fabrics are responsible for the development of woven products, and they are all responsible for woven fabrics, garments and accessories.

"All kinds of R & D designers must be the masters of this category. She knows the attributes and texture of these products best, but if she is to develop non woven fabrics, she may not do very well. The purpose of doing so is to make professional people do professional things."

Wu manager introduced.

This reminds us of the assembly line of Ford, each technician has one tube, and the Ford car is produced efficiently by standardized process.

The difference is that GXG is pursuing the combat effectiveness of a single unit under the general R & D idea to promote the marketability of the whole stock.

However, because of the different styles, the spleen and stomach, and the handling of details, will all kinds of designers affect the systematicness of the whole stock? Wu said that the competitive advantage of GXG products is here.

Improving terminal's matching ability

GXG's color is single. Under the guidance of style and this season's research and development orientation, the product has already developed the system, and is led by the big category designer to develop and research. The purpose is to improve the quality of the single item.

Most customers' consumer products start with single products. It can be said that single products are the incentives to attract customers to spend in depth.

It is the first step to do a good job in a single product. The next goal is to make the whole stock produce free mashup effect. In the sales process, it is convenient for shopping guide to recommend more matching funds in a short time.

"Sales and sales of GXG have been very high," Wu said.

This has a certain relationship with the advantages of R & D.