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Clothing Chain Monopoly Must Be "Five Oriented"

2011/8/16 8:56:00 37

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The pformation from management to creation and operation is one of the pformation and upgrading of the red bean group, that is, focusing on the two ends of the strong smile curve, focusing on R & D and expansion of the brand network, and the full implementation of outsourcing in production.

At the same time, strengthen the sales terminal construction, from the original wholesale sales to gradually monopolization.

In response to market demand, HOdo red bean image men's wear, red bean home, Yi Di Fei, Hun Di Ni, red bean home textiles and other high-end brands.

On the basis of the current 2000 stores, we plan to achieve 3000 stores in 2011 and expand the market influence of the red bean brand.

A few days ago, in the red bean image men's clothing strategic appraisal meeting in 2011, Zhou Haijiang, President of the red bean group, made an important speech on the red bean clothing chain monopoly, and put forward the "five modernization" requirement.

everything

personnel

Specialized.

Zhou Haijiang said that talent is the foundation of chain monopoly, and without talent support, it will be difficult to achieve success.

But professionals must be professionally qualified. What qualities do they need?

What knowledge do shop assistants need to master?

It is professional quality and knowledge.

What will be the consequences if a store owner of a repair household appliance is to be a store manager?

I think it must have been a failure. It doesn't mean that he can become a good store manager.

A salesperson who lacks responsibility and has no passion for work can destroy a business without any trouble and offend a customer. On the contrary, it will make a customer who has no desire to buy produce impulse and consumption behavior, and leave a good "brand impression" and then become a loyal customer.

The two purchasing attitude has the opposite effect, which reflects the professional quality.

Now is the information age, and it is also a highly specialized era of division of labor.

Even the greatest scientists can not be proficient in all trades.

If an enterprise does not grasp this principle, it will be difficult for people to make the best use of their talents and make the best use of them, which will cause huge waste of human resources.

The waste of human resources is the most hidden and the biggest waste in enterprise management.

Two is

product

Leisure oriented.

Why do red bean products go on the road of leisure?

Zhou Haijiang asked, because this is the trend and demand of the development of the times.

The living conditions of modern people are getting better and better, and they also pay more attention to healthy and leisure life.

What is leisure?

There are two meanings. One is leisure in life, such as relaxing holidays with family, friends, outing and traveling.

The two is leisure on the job.

For example, many people's work is constantly flowing, which means traveling, meeting and communicating with customers. We call it "leisure in work".

It is difficult to do different things on different occasions, because it is impossible for a person to bring several clothes to work.

Is there a dress that can be worn on a business trip or at a meeting and can be worn when receiving customers?

Yes, casual wear.

Nowadays, casual clothing accounts for a large proportion in the clothing market, which indicates that there is huge demand in the market.

When clothes go on the road of leisure, they must study the leisure culture life, leisure and work leisure of the modern people.

Accurately grasp the trend of the times and consumer demand, which is the basis for the pformation of clothing leisure.

If you can't even understand this point, the clothing designed and produced will hardly be recognized by consumers.

Three is

Management

Standardization.

Zhou Haijiang pointed out that chain monopolization must be standardized. The purpose of the so-called chain monopoly is to unify standards so as to make sure that they can be linked without confusion.

Not only the hardware facilities such as store design, decoration and display should be standardized, but also systems, culture and management software should be standardized.

Shops that cannot be opened in Beijing use red doors and use yellow in Nanjing. This will destroy the brand image, especially the well-known brands. The negligence in detail will cause irreparable damage.

Because in the eyes of consumers, a well-known brand should not commit such a low-level mistake. This kind of mistake is a mess of mismanagement.

This is just like a typical man in a suit, who suddenly wears ragged clothes and is hard to accept.

Four is management informationization.

Management is the decisive factor of success, and it is very important for information management of chain monopoly.

Zhou Haijiang said that the distribution of stores is all over the country, so how to allocate resources efficiently and grasp the operation of each store in time is inseparable from information management.

Using ERP, WMS and other information management platforms, through the establishment of a unified sales supply chain management system among multilevel offices such as headquarters, offices and franchised stores, it can greatly shorten the intermediate links and distribution links of enterprise management, complete data sharing between enterprise headquarters and chain stores, and improve the efficiency of sales and operation of franchised stores.

Using information technology to strengthen the relationship between chain stores and enterprises, rely on accurate data analysis to formulate appropriate marketing strategies and speed up the expansion of enterprises.

Without the promotion of information technology, the development of chain monopolization will be restricted.

We should increase investment in information facilities, build a first-class information management platform, form our core technology, and enhance the competitive edge of the market.

The five is the quality of stores.

Zhou Haijiang said that when we open a shop, we should not only talk about speed, but also quality.

To deal with the relationship between scale and benefit, it is better to open a profitable shop to open 10 loss stores.

Scale produces benefits, but it is based on profits. Otherwise, the larger the scale, the more serious the losses will be.

To improve the quality of stores, we must first choose a good storefront, how to choose a site and how large it should be.

Like an article, with a good opening, it will attract readers to read.

A good storefront is also true for chain stores. It will attract consumers into shops and let them "involuntarily". This is a "consumer premise". Only when they enter shops can they produce consumption behavior.

Therefore, a good storefront is an indispensable factor in the success of chain stores.

Next is the store design, shop props display, this is "face", must be good, choose the best, and strive for excellence, not to be careless.

For chain stores, storefront and not only directly affect product sales and brand overall image, but also play an important role in promoting brand success.