Zhou Tong: Clothing Brand High Profits Should Attach Importance To Value-Added Production And Fine Operation Of Business.

Today, if we want to make a brand enterprise run by a tiger, we only rely on the basic mode of production and marketing supply management, which has become outdated. The value-added production and fine operation of the brand is the core strategy to continuously improve the profit line of the enterprise.

At the same time, when the brand's commodity power, market power and sales force work together, a strategy is responsible for presenting the value of the three to the customers, so that the added value of the brand can be seen by the customers themselves.

This strategy is the construction of visual merchandising system for brand enterprises.

We usually call it "brand display management system construction", because commodity display is the most specific implementation result of the strategy at the terminal.

I also remember that the manager of display department, my full-time retail companies, met with 30 team members for the first time.

Everyone has a completely different display professional knowledge and skills structure. Each person has different career concepts for display and training. No one can clearly describe the professional definition that he (she) is engaged in, which is very professional, which makes countless young people full of passion, and no one can accurately describe their specific functional goals.

Similarly, companies and relevant functional leaders have not specifically identified the relevant information to the team.

Similar enterprise cases are everywhere. The fundamental reason is that China's textile and clothing brand enterprises are still at the basic stage in the construction of visual merchandising system, specialized display and design talents are scarce, and experienced high-level visual management talents are few.

Even if the enterprises are willing to invest and cultivate, they often have no aim.

Therefore, I will clear the work of exhibition as follows: according to the needs of the company's business development, we should establish a modern exhibition management system, create a professional display team, and enhance the display performance and display the development of talents.

Soon, under the guidance of this strategic goal, we quickly and clearly defined the overall situation.

The foundation for the effective operation of the team in the enterprise is the visual merchandising management system of brand enterprises.

It includes the key management, post management and personnel development management in the visual merchandising function of enterprises. Through the comprehensive performance appraisal mechanism around the core posts, a set of display quality skills training and promotion system is set up to ensure reasonable jobs and key businesses.

On the whole, the principles of visual merchandising management system are as follows:

Goal determination -- display target management mechanism, organize division of labor -- display organization and post management, post performance - display KPI performance development management, key process - display key business quality management, training development - display training and promotion management, team culture - display team culture management.

In every work emphasis, the key words are "management".

Because many display practitioners tend to protect and develop the "display design expertise" as the core competitiveness, and think that making display is a visual theme that is created well, and a designer is a good designer, but it ignores the foundation of "Tong Shu".

In the era of Pan management, any professional who is active in the commercial market will have to attach importance to training their own "

One of the purposes of this column is to share this process with friends who are interested in the construction of brand display management system.

It is hoped that our brand enterprises will be able to achieve competitive standards in visual merchandising technology. Relevant practitioners will no longer walk between business and art, but by mastering effective management skills to maximize the value of visual merchandising.