Clothing Enterprises "Find Gaps" To Achieve Brand Success

What is the "brand" and "innovation"? In the recently held "scale, listing and innovation" conference held in Shishi, Yang Ziming, the representative of the company's representative, "the helmsman" of the CABBEEN apparel China Limited, has made a brilliant speech in the light of the development of their own enterprises, and talked about their understanding of the "scale, listing and innovation" and some specific practices.

This newspaper will be divided into two journals, two entrepreneurs and the contents of subsequent interviews.

There is a saying that "Rome was not built in a day".

From 1991 to today, AI Deng Bao has gone through the wind and rain for 20 years.

Like many representative enterprises of Fujian style clothing, AI Dun Bao has gone through several stages. There are probably 4 stages:

The first stage is when the company has just created, do everything, sell a single product, make OEM processing and market wholesale; the second stage is around 2000, the company began to invite.

Over the years, Tian Qi Ming has always had a habit of writing reports or summaries as far as possible, writing as far as possible, writing shortcomings or shortcomings, and mentioning less merits. Only by constantly looking for shortcomings can enterprises develop in good quality and maintain and sublime the brand.

The four stage mentioned above is actually the process of constantly finding gaps and constantly filling gaps.

Tian Qi Ming summed up.

Performance indicators turn to business indicators.

In the early era of extensive development, the boss of an enterprise measured the contribution of the employees by relying on their achievements and talking about "heroes of quantity", but later found that there were drawbacks, which would disturb the sales market to a large extent.

Next, we adopt the business indicator assessment method, after rational analysis and scientific investigation, we set the performance index through the setting of business indicators for teams composed of a few or more than ten individuals. This has three advantages: one is to save human resources; the two is to maximize performance; the three is to train qualified personnel and realize the pformation of individual "single fight" to "team combat".

Import information management system to achieve "paperless" office.

At the end of 2009, AI Dun Bao invested tens of millions of dollars to build up a standardized management system to create a fast response supply chain to achieve the integration of products and sales.

More importantly, the system combines all the elements such as finance, personnel management, OA, member relationship management, shop search management and information release. Like a previous franchised store, the company has to send people down to guide and build according to the unified requirements. After the completion of the system, the franchisee only needs to copy from the system, which saves a lot of manpower, money and material resources, and to a certain extent, inhibits the emergence of "labor shortage".

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Realize "single brand and multi style".

Now we have entered the era of consumer segmentation, and products must be diversified. In 2009, we launched two new brands of "new British classics" and "New England", which are different from other brand names of different brands. We still call it "the fort", but the positioning of the two brands is different, and the three brands are basically covered by the whole male consumer group.

Independent research and development turn to "autonomy" + "buyer".

In the past, we built our own designers, trained ten designers, and developed new products ourselves. Now we are taking the road of "independent research and development" plus "buying hands". We have introduced ten major designers in China to host research and development projects, and set up research and development centers in London, Shanghai, Hongkong and Fujian to search for the most popular and latest fashion styles in the world so as to ensure the continuous listing of new products.

The agent system is "direct operation" + "join".

In the early days of the development of AI Deng Bao, the agency mode was very important. But with the change of the market, the agency mode can no longer meet the development requirements of the fort.

For this reason, in 2009, we began to push forward the "direct camp" + "join" mechanism, and strive to achieve 1500 chess spots in the whole country. Instead of acting like a purely agent system, the headquarters's marketing policies and guidelines were discounted below, resulting in the damage to the brand.

Over the past 20 years, edenteng has won the honorary title of "China famous trademark" and "leisure men's color research and development base". For 10 years in a row, the only representative of leisure men's clothing brand has released the fashion trend of international casual men's wear on the "China International Fashion Week". It has become "Asia's 500 most valuable brand", but this is already the past tense. Next is the "12th Five-Year".