Sports Brand Kappa:IT And Tight Enterprise Control Demand

In the movie crazy car, Huang Bo plays the bicycle Racer Geng Hao dressed in fashionable orange KAPPA racing suit to hit the gold medal. In the instant of the collision, the movie "fashionable" dynamic "Crazy" information is conveyed.

And this is a good interpretation of the precise positioning of KAPPA fashion sports.

KAPPA this famous Italy international.

IT will become the key to competitive advantage.

Despite the beginning of the completion of the M & A, China's trend began to gradually promote the construction of basic information system.

However, with the high-speed operation of KAPPA, enterprises are becoming more and more difficult to manage.

The management level and control level of enterprises ultimately determine the speed and direction of development of enterprises.

The apparel industry involves a long chain of business, covering the whole process of capturing consumer demand, planning, design, production, logistics and sales to provide service and value to consumers.

Different clothing enterprises are in different positions in the industrial chain, and assume different roles. This also determines the different positioning of individual enterprises.

But one thing is the same. In apparel industry entering the era of "fast fashion" today, the use of information technology to provide more intelligent services for enterprises has become the consensus of clothing enterprises.

Zhao Wenyuan, senior manager of China trend information department, pointed out that how to improve the efficiency of enterprise management by means of IT is a key issue.

"The level of efficiency depends on whether every link in the enterprise can get first-hand information at the first time and whether the information is sufficiently effective.

Whoever can make quick and effective decisions will gain the advantage in the new round of industry competition. "

Although the global economy is basically out of the shadow of the economic crisis in the past 08 years, many garment enterprises are still in deep trouble because of the long supply chain of China's garment industry.

In 2010, it also became the most obvious year of the economic crisis affecting the clothing industry. Retailers were busy dealing with the backlog of inventory when the crisis was cleared up, and brands were helpless for sporadic orders.

Abandoning the concealment of profits, clothing enterprises generally begin to realize the importance of internal management.

In the new wave of information technology, a number of leading brands such as Lining, Smith Barney, Semir, XTEP and so on have begun to invest heavily in the construction of IT system, with a view to take the lead in the reshuffle of the new industry.

Last year, China made plans for IT development in the next 3-5 years.

Zhao Wenyuan stressed: "the next 3-5 years are a very critical period. We have a clear understanding of this. We must strive to catch up with the leading industries in the industry.

At present, all work is advancing actively and orderly. "

"Faster" supply chain

"Faster and faster" is a notable feature of today's consumer demand.

They always want to have richer choices in the shortest possible time.

Such demand is radiated into the supply chain system of garment enterprises, and becomes the competition of supply chain response speed.

ZARA is undoubtedly a model for the apparel industry to respond quickly to the supply chain. It can be called "Dell of the fashion industry".

"ZARA has a set of countermeasures to avoid risks.

A small amount means reducing inventories. Quick typing means quick response.

Front-end collection needs, the first time to place orders, advance with the supply business cycle is how much, once the order is as far as possible standard, because only the standard can be copied.

Nowadays, with the increasingly homogeneous competition in the garment industry, the supply chain is particularly important.

Who can control every link of the supply chain, and the upstream and downstream will work closely together to win more time to market.

Zhao Wenyuan said.

The trend of China insists on the unique light assets operation, not processing, only designing, placing orders, not doing direct business, focusing on wholesale mode, giving consideration to retail sales, and a large area with only one agent to avoid vicious competition.

Based on this, China's trend has been faster than domestic counterparts in capital turnover and inventory turnover.

KAPPA thus created a similar "light" company mode with Lining, so that KAPPA can maintain a higher gross margin.

However, Zhao Wenyuan also pointed out that although the supply chain of ZARA is almost perfect, it is worth learning from enterprises, but individual enterprises must also recognize their own business models.

If the pattern does not match, "Handan learning" will only let enterprises lose their own advantages.

ZARA's global direct sales mode has no intermediate wholesale links, and information technology will save many obstacles.

Between brands and wholesalers' loose relations, we must take a hard time to push forward information construction.

He also pointed out that the perfect supply chain coordination can not eliminate inventory, and inventory is also related to the product itself and market forecast.