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However, the 09 autumn and winter products conference that has just come to a close has been refreshing. The number and scale of the participants have not changed due to the crisis. What is most concerned is that in the current severe market environment, the order quantity of talent is still growing. Where does the increase come from? Why does the subsidiary enterprise keep a good showing? What kind of strategy supports the confidence of the enterprise? With these questions, recently, I made an exclusive interview with Mr. Mao Jinhua, general manager of the Limited by Share Ltd.

Rational scrutiny, confidence and foresight at a very moment

In May, the colorful flag of the 2009 autumn and winter product conference of the talented and talented Limited by Share Ltd headquarters in Fujian, Putian, was flying in the wind, creating a lively scene with the busy production workshop.

No matter how big the financial crisis is, the development of enterprises must be closely related to the macroeconomic environment. Enterprises can not escape, and the brand still needs to develop.

For enterprises, it is to face the crisis directly, rebuild confidence and actively improve themselves and overcome the crisis.

Mao Jinhua, general manager of Limited by Share Ltd, a talented scholar, stressed in an interview.

Since the second half of 2008, the international financial crisis has begun to seriously impact the real economy.

Affected by this, the market pressure of Chinese garment enterprises including men's wear brands has increased, and the quantity of brand orders has shrunk.

But from a positive point of view, it is also a rare opportunity.

When other brands reduce the order quantity due to the decline of confidence, it will inevitably affect the insufficient supply of goods and will not be able to meet the needs of the market.

In this way, our brands will be more advantageous if they are rich in goods.

It can be seen that in recent years, some brands have gone too far in pursuit of high growth rate, and the product has overemphasized brand personality, so that the original consumer groups can not accept it. Coupled with the reshuffle of the market, the market will eventually be eliminated. This has reduced the intensity of market competition to some extent, thus giving some brand new opportunities.

The financial crisis has spawned new consumption trends, and clothing with high quality and high price is more popular than before.

As a talented person, it has maintained steady growth in recent years. Product price positioning is at the level of popular consumption, product style and personality are distinct, the integration of tradition and fashion, makes the product expression more abundant, and has absolute competitive advantage in the market. Combined with the series of goods ordering support policies launched by the company this year, it conveys a strong confidence to the terminal dealers.

Mao told us that in 2009, the position of the talents in autumn and winter will be very pragmatic. On the one hand, it will boost customer confidence. On the other hand, it will change the thinking and help the partners to face the crisis on a down-to-earth basis.

Under the background of the economic crisis, the rational inspection of the upper level of talented scholars and the adjustment of strategies for changing market demands show the confidence and vision of enterprises.

The six big strategy is to join hands in crisis, and the results will remain.

In the face of the financial crisis, how can talented people plan new strategies to help customers cope with the crisis? Mao said: in crisis, we see that enterprises with independent brands and strong independent innovation ability have obvious advantages. The implementation of the six strategies is not a simple process, but requires integration in all aspects.

Positive and steady development thinking

When the economic situation is good, many enterprises neglect the problems existing in the interior and make the products backlog for blind expansion. These problems will not pose a threat to enterprises in a good environment. When the economic situation is not good, they will often become a stumbling block for enterprises. Once these overloaded commodities exceed the limits of the brand, they will lead to a series of problems, such as capital and confidence.

In contrast, enterprises pursuing steady steps solve these problems in the process of development.

At the beginning of 90s, many brands of Fujian clothing began to blow the horn of the brand. When the whole country was in the arena, the talent group remained calm, focused on production development and infrastructure construction, and practiced hard work.

In the course of 26 years of enterprise development, regardless of the economic climate, the gifted group has been steady and steady. Everything has been progressively step-by-step in accordance with the established time. Since 1983, the talented people have been beating the world, and in 2004 the talent has won the world. In 2005, the talented people were all over the world. The talented men walked through the brand way of a men's clothing brand from the market to the self-made one in the original mode, and also ensured that the crisis still took the advantage of the same brand when the crisis occurred.

New strategy of innovation

First, the strategic principle of "new image, new thinking and new development".

In the face of the financial crisis, the brand, which is constantly deepening on the road of innovation, once again shows its keen strain thinking.

The brand strategy of "new image, new thinking and new development" has become the strong horn for breaking the breakthrough of gifted men's men's clothing.

The 26 years development history of talent has precipitated its unique corporate culture and brand characteristics, and the image of Chinese traditional talent is deeply rooted in the hearts of the people.

With the trend of fashion, branding and diversification of domestic clothing, the brand of talent needs to be changed and upgraded. "New image, new thinking and new development" is the best interpretation of the future trend of gifted brands.

The new image is to create a new image of the spirit of the times, the fashion, the spirit and the international fashion in the brand, product, market, company, staff and so on.

In the new brand image, the talented person is to create the brand with distinct "product culture" characteristic, in order to satisfy the elites of all circles to pursue the cultural value of clothing.

This year, the talented people have taken full use of the new brand logo. The redesign of the English TRIES has been given a rich connotation, representing a social achievement who is grateful, romantic and unique, confident and able to share.

TRIES brand new annotation: Thanksgiving heart is grateful, Romantic is romantic, Individual has unique and confident Enjoy with you can share the Successful man social achievements.

In the brand image of talented people, what consumers can feel is emotion and values such as sagacity, elegance, introverted, erudite, self confidence, win-win situation and so on.

In terms of product image, what talented people focus on is not only to create products that cater to market demand, but also to guide consumption demand by brand innovation and lead consumption fashion, and truly realize each kind of talent clothing products to deduce a unique culture, a kind of expression and pursuit of a better life.

In order to form the unity of the brand image, the seventh generation terminal store image of the gifted scholar is new. From the decoration of the shop, the design of the props, the design of the light, to the collocation of the shop products and the creation of atmosphere, it shows the pformation of the talented person from tradition to modern fashion, and shows the culture of the talent brand most comprehensively.

First class concept, first-class image, first-class products, the pursuit of modern and international fashion taste, together to create a new era of talent terminal image.

The new image requires new thinking and new thinking. It is to set up the value chain thinking concept of "thinking for the sake of customers' interests and thinking for the long-term interests of enterprises"; the new thinking is the code of conduct for employees of a company, following the idea that "value" is higher than "price" and "quality" is higher than "efficiency".

With the innovation of thinking, the brand can adapt to the needs of rapid development of the market, win market space, and develop modern Chinese talents and international fashion talents on the basis of inheriting Chinese traditional brands.

Two, the three major initiatives to adjust the direction of operation, around the new operation strategy, gifted scholars will focus on three major initiatives to adjust the direction of business.

First of all, from diversification to specialization, we should focus on investment in garment industry.

It can be said that the professionalism of talented people has made all the brands today.

After completing the primitive accumulation in the fields of hotel, real estate, printing and other fields, talented people have made great efforts to focus on the main business of clothing, and strive to enhance the five core contents of design, technology, technology, marketing and innovation. We should take the cultivation of brand and enhance the level of independent research and development of products as the foundation and key links of enterprise development, and to achieve this goal, we must invest exclusively, concentrate on energy and operate exclusively.

Secondly, shift from the construction of production base to the construction of terminal channel.

For talented men's men's clothing, the industrial foundation and strength have been the key foundation to drive the brand's further development.

Among the elements of brand building, brand is one of cultural connotations, one is channel construction, and the latter is urgently needed to be constructed.

If our guidance is only focused on production now, it will be out of date.

At this stage, it is not necessary to make clothes for making clothes. Only by grasping the real situation of the market can we make a heavy blow.

In this way, we should encourage channel construction, and only through channels of supply and demand can we truly realize the brand development.

Third, change from cost operation mode to value management mode.

This year, the past emphasis on cost operation mode has changed to the value management mode. Instead of hindering the pace of enterprise's advance, we have to consider the value chain of business, which market is valuable, where to invest, and which customers are valuable.

Enterprises must realize that the competition among the industrial chains will be more reflected in the competition of the value chain.

Construction of high-quality talents

Strategies should be put forward to see whether there is a team that can adapt to market demand, have market awareness, innovate continuously, and have certain brand operation experience.

Nowadays, it is a good opportunity to strengthen team building and actively reserve talents, so as to accumulate the internal strength of enterprises and break through the internal revolution.

Beginning in 2009, we began to focus on introducing high-level talents, from the design, development, display, marketing, operation and other aspects of the introduction of strength, team optimization construction, the integration of human resources to the best efficiency.

Adjust the supply chain and achieve strong alliance.

For talented men's men's clothing, 2009 is a more strategic year. Enterprises need not only to upgrade their overall operation and management capabilities, but also to consolidate their foundations.

For this reason, gifted scholars start from the source, integrate the best suppliers of surface accessories, and establish long-term strategic partnership with excellent suppliers.

At the same time, we will cooperate with Guangdong, Zhejiang and Shanghai to develop products, so as to ensure that the resources after integration are first-class.

Reverse trend terminal

A healthy, high-quality channel can quickly respond to the strategic deployment of the enterprise, provide consumers with quality, quick and thoughtful service, and can communicate closely with consumers.

The development of private channel construction and the management mode of sub company will provide a strong guarantee for the enterprise brand to expand its influence and realize the overall strategy of the company.

Therefore, gifted scholars focus on the bold innovation of the channel mode, vigorously develop regional agents, branch offices, joint ventures, cooperation, direct operation and other modes, and maintain the rapid growth of terminal performance; speed up direct development, branch rapid construction, increase terminal goods support, open shop service support, and ensure the steady development of terminal construction.

Scientific mode of commodity development

Gifted scholars realize that the competition among industrial chains will be more reflected in the competition of value chains.

Industry and enterprises should focus on the key links of R & D and marketing.

Therefore, on the basis of increasing the input of commodity R & D, gifted scholars have introduced the international advanced mode of commodity development.

In view of the development trend of the personalized demand of consumers around the world, we need to design and develop four considerations: the north and the South should be taken into account, and the physical and mental characteristics of different regions should be taken into account according to the development of the north and south market and the self-cultivation version. The urban and urban markets should be taken into account, the products should be developed according to the local consumption level, the traditional and the fashion markets should be taken into account, the commodity series should be subdivided, the different consumption objects should be taken into account, the development of young and fashionable styles should be emphasized, and a complete MD commodity planning system should be established.

Strategic year, advantage accumulation, breaking the watch

After the nearly thirty years of rapid development, Chinese men's clothing has begun to slow down and reexamine the upgrading strategy of enterprises.

Over the years, gifted scholars have been accumulating their brand resources and brand advantages. Since the introduction of Fairview fashion in 2005, the brand influence of talent has spread rapidly in China. It not only occupies a place in casual men's clothing, but also establishes its own independent style.

At the same time, the enterprise's own production advantages, strong financial strength and mature channel operation should be said that market risk has not stopped the growth of talent.

This year, the release of the new operation strategy has formed a brand operator, distributors and suppliers to further unify their thinking.

In the grand blueprint of China's ZARA, we can draw the successful operation mode and experience of the world clothing brand to ensure that the target of the five years and ten years of the future planning of the talented person can be realized.

I believe that in the new layout and advantage accumulation of talented men, talented talents will outshine each other and will further strengthen the confidence of China's original cultural brands in order to develop their confidence.