Successful Experience Sharing Of Information Management In Footwear Industry

As a listed company, the trend group is not known to consumers.

But the group's "Kappa" brand enjoys a good reputation in the industry.

Trend group owns the ownership of the brand in mainland China, Hongkong, Macao and Japan, and is responsible for the design, development, production and sale of Kappa.

"There were only more than 30 people in the trend group, working in the big bay.

Compared to other clothing brand information, the trend group is different from the collaborative management platform.

This is not a simple OA. Instead, it extracts information such as finance and ERP to create a collaborative platform for the group.

With this platform, the trend group is confident enough to do well in internal management so as to create brand advantages.

Brand meaning

Kappa was originally a brand in Italy, emphasizing the brand connotation of "youth and vitality". It was handed over to Beijing trend company after entering China in 90s.

Beijing trend company is controlled by Lining group 80%.

After several years of agency, Lining group decided to abandon the brand.

At that time, Chen Yihong, general manager of Lining group, bought the trend of Beijing, and became the holder of all rights and interests of Kappa in China, Macao and other places in China in 2006, then became the owner of Kappa Japanese brand in 2008.

During this period, trend group went public in Hongkong in 2007.

Post market trend group capital operation capability exceeds many domestic

In Liu Xuefeng's view, when the brand and the channel have matured, the next competition point of clothing enterprises is retail.

For example, it takes 12 days to get a brand garment from design to finished product to the store.

Such a short supply chain not only depends on the compression of the upstream cycle of the supply chain, such as the upgrading of conventional material reuse ratio, but also the precise grasp of the downstream demand of the supply chain.

"The traditional supply chain is 9 to 12 months, and now clothing as fashion consumer goods needs to be emphasized as soon as possible.

This rapid demand for clothing companies to understand consumer demand, timely access to first-hand information on the retail terminal.

Trend group is not directly engaged in sales, with distributors and franchisees as the main area.

In order to understand the sales of stores, IT needs to collect information of retail terminals in a timely manner. The validity and accuracy of data collection in retail terminals has always been one of the most concerned retail indicators of Brand Company.

Trend group requires information collection to be true and reliable, which is one of the factors that IT pays attention to.

These years, garment enterprises are popular with "Light Companies": no design, no production, only brand and marketing.

Trend group is not such a "light company", it has independent product design, research and development team.

"Trend group is precisely the" light assets "run group company, is terminal sales, independent research and development, design, production oriented brand operation company.

For example, the acquisition of Japanese Phenix company and its related brands, is the value of Japanese design and R & D capability.

The trend group is also actively responding to the trend of sales channels extending to the network.

In 2009, with Taobao, only on the day of singles day, turnover reached 4 million yuan, and last year it exceeded 10 million yuan mark.

Liu Xuefeng believes that compared with physical stores, Internet sales should also emphasize consumer experience.

"In traditional sales channels, consumers value the experience of buying products, such as comfort and price.

On the Internet, the value of the IT platform can not be more expressive except for fast delivery and sales.

Therefore, while working with mature online merchants, the group is also actively exploring new e-business models.

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Let collaboration platform create value

The IT group of the trend group is not very large in the industry, and is responsible for the implementation and maintenance of the informatization of the group.

Trend group's information products are numerous, including ERP, OA, DRP, WMS and so on, basically ERP has been the core, and the IT application system of the group has been built.

Generally speaking, OA is the office platform, which is responsible for the office process, but the OA platform of the trend group performs more than these functions, but becomes a real meaning collaboration platform.

"The largest amount of group financial audit is the expenditure of daily expenses.

Each time you need to fill in the form for the reimbursement, then sign the boss after the authenticity of the financial inspection certificate.

At that time, we wanted to see how to implement the audit on the OA platform, clarify the management responsibilities, ensure the authenticity of the financial affairs, and let the boss get rid of the specific and trivial things.

Liu Xuefeng recalls that, based on the needs of management, the group adopted the software platform of Ding Jie, started upgrading OA gradually, and continued planning, completed the process of cooperation platform from foundation to deepening, and gradually moved towards integration.

The collaboration platform of trend group has gone through four stages, namely, foundation, expansion, deepening and integration.

The basic stage is to build platforms, train users' usage habits, implement financial reimbursement processes, expand the scope of application, and solve the office processes, including IT service management, contract audit, human resource management modules, etc. the deepening stage is to deepen the business application, realize the electronic management process, including storefront management, product management and so on. Integration is to integrate process and data, and to form a group of collaborative communities, including information portal, enterprise portal and so on.

These four stages go up step by step and turn to the overall management of enterprises.

While in

At the beginning, trend group introduced collaborative platform, which challenged traditional management process and thinking mode.

If the financial reimbursement, in the past, the boss signed the approval list, it was necessary to examine the amount from the documents, while the collaborative platform redefined the responsibilities of the management. The boss did not need to examine the documents, only to judge the reasonableness of the events. The authenticity of the documents was audited by the accountant.

At the very beginning, the boss would feel that he could not see the documents.

After several years of running in, "the development of collaborative platform to today, the ultimate driving force comes from the efficiency, efficiency and management refinement of management."

Liu Xuefeng explained that the efficiency of management refers to how to respond to all aspects of management quickly. The benefit of management is to quantify the soft management indicators in the past, to find benefits from the process, and to fine manage, through collaborative platform, it is easy to fall into the strategy of meticulous management, such as audit rights management of financial cash management system.

According to Liu Xuefeng's idea, from efficiency to efficiency to refinement, the collaboration platform will eventually serve the company's strategy and become a platform and tool for innovation.

"So far, the collaborative platform has carried out more than 100 management processes, and the group management has been fully implemented and implemented.

In the process of continuous development of the group, the fineness of management has been increasing, but the efficiency of management has not been reduced. "

"There is a sense that IT should be a profit center rather than a cost center in the past."

Liu Xuefeng said that IT increasingly needs to have a profound analysis of output.

Because of the characteristics of IT business, it does not directly bring revenue to the group like sales, and under the traditional concept, IT input is passive.

Because IT is relatively difficult to be recognized by management, it is difficult to see what the reward is every year, so this is a problem that every CIO must face.

Therefore, it is particularly important to analyze the input and output of IT. In other words, let the group know what IT's investment return is.

This return can be directly reduced operating costs or stealth management costs, regardless of the accounting method used, in short, let

Liu Xuefeng concluded that the trend of value conversion has also gone through a process of exploration, formerly "IT driven business", and now it is "business driven IT".

Fortunately, the trend management's cognition of information technology is more advanced in the industry, and is also more supportive of information construction.

IT will eventually move from the backstage to the front stage, becoming one of the important indicators of the core competitiveness of enterprises.