He Jun, A Professional Manager: Cracking The Road To Success Of Seven Cards

China

First, corporate culture analysis

1. enterprise mission: rich in every struggling man in the world with wisdom and strength.

2. enterprise vision: all staff work together to make the enterprise grow into a leading enterprise in the apparel industry and push our brand to the world.

3. core concept: "Chinese heart, Chinese sentiment, and China"

4. business philosophy: "pragmatic innovation, Harmonious Co creation".

5. management concept: people-oriented management

6. production policy: meticulous, precise, precise and precise.

7. corporate culture; "seven cultures"

A. seven insists that the direction of the world men's wear should not be changed; stick to the core goal of making a hundred years' brand, do not change; stick to the road that is suitable for its own development; do not change; adhere to the scientific and modernized management mode.

B. seven: the place should be placed; the tube of the tube; the award of the prize; the punishment for the punishment; the flower of the flower; the province of the province; the tune of the tune.

C. seven: scientific, humanized, informational, digital, standardized, militarized and internationalized.

D. seven: to have the confidence of invincible, to have the mind of all rivers and streams, to have the norm of moral conduct, to have the consciousness of continuous innovation, and to have the ability of communication and cooperation.

E. seven meetings: think, write, speak, ask, listen, read, and remember.

F. the seven standard of good products: good color, good texture, good style, good version, good taste, good looks and good touch.

The first monthly quality month

G. seven standard for opening a good store

8. development course:

A. phase I: birth 1979-1983

B. second stage: start 1984-1986

C. third stage: development 1987-1996

D. fourth stage: spanning 1997-2001

The fifth stage of E.: opening up the future 2002 to date.

Two, enterprise strategy analysis

1, analysis of the current situation of enterprises

1) unclear strategy and route hovering.

2) unclear positioning and no insisting on category.

3) the marketing method is single, and the integration of air and land is seriously disconnected. A single inefficient, inefficient, or even inefficient, breakpoint can not really occupy the minds of consumers.

4) cultural marketing is weak, and emotional lines lack effective depth and support system.

2. Overall strategy analysis

1) collectivization strategy, relying on the advantages of clothing resources, carrying out multi brand management, and stepping into the fields of social public facilities, banks, financial insurance, and so on, and gradually improving the strategic layout of seven cards.

3, functional strategy analysis

1) brand strategy: build up national ambition, create world famous brand, set up Chinese fashion, build first-class enterprises and create world famous brands.

2) product strategy: difference strategy, Chinese collar.

3) R & D Strategy:

A. built R & D base in eight cities at home and abroad, set up R & D center, unified management of the decentralized functions of the company in research and development, increased investment in product research and development, and worked with Tsinghua University Academy of Fine Arts to set up the seven card Chinese collar product research and development center in Beijing.

Set up a cutting center at one hundred million yuan.

B. R & D team: chief designer Wu Xuekai

The independent design and development mode of C. single brand led to the lack of proper style of brand clothing, the lack of "group goods" capability, and the overall planning of a good batch of goods.

D. set up an internal evaluation mechanism, set up R & D Review Committee, and set up a R & D mode with brand positioning, design style determination, group goods (Design), review as the main line, and all relevant departments to participate fully, coordinate the whole research and development process, and enhance the capability of R & D department's group cargo, and try to gradually build up a set of planning, planning, design and cargo coordination capabilities.

4) production strategy: from Western Europe, we have set up a first-class production line for Western-style clothes in China, including French Rick, Du Kepu, Spain, CAM and so on.

5) logistics strategy: new national logistics storage center.

6) market strategy: Based on the domestic market, and then enter the international market {page_break}

Three, enterprise strategy analysis

1. brand strategy

1) brand mode: a comprehensive group with sales as the main body, which is mainly clothing research, design and manufacture.

2) brand naming: Jiali, MasterCard and Qipai.

3) brand identification: CI image design, 7 character

4) brand gene: from China, into the world.

5) brand positioning: fashion oriented China as the product line, pursuit of internationalization and life oriented, excellent color, highlighting elegance and self-confidence of men's clothing brand.

The target group is a 25-55 year old man with a sense of culture and responsibility.

6) category occupancy: Chinese standing collar, based on product attributes, creates a Chinese collar product.

To become a leading brand of this brand, a successful brand often has one characteristic: it represents a category and can be differentiated from its competitors.

7) brand image: shoulder to shoulder World Men's wear

8) brand communication:

A. leaders: Fujian's outstanding contribution to entrepreneurs, annual economic figures

B. spokesperson: Hu Dong, international superstar Jet Li, Figo and Jet Li press conference

C. enterprise promotion: World Economic Forum,

D. TV advertising: CCTV5

9) brand slogan:

A. women's demand for men is men's demand for suits.

B. seven card suit, let the woman heartbeat man.

C. men should be ruthless about themselves.

D. Chinese collar, popular in the world

E. Chinese collar collar jacket, piercing the dragon's essence.

F. happy hour, I only choose the Chinese standing collar.

G. believe in yourself, the world believes in you.

10) brand strategy alliance: China foundation for poverty alleviation, Olympic Games, Tsinghua University Academy of Fine Arts and China Fashion Designers Association, world swimming championships, World Gymnastics Championships, China Africa Cooperation Forum

11) brand equity:

A. tangible assets

A) net assets of 860 million yuan

B) covers an area of 235 Mu and a building area of 220 thousand square meters.

C) more than 4000 employees

D) world class clothing production equipment and technology

B. intangible assets:

A) brand value: 8 billion 61 million yuan

B) sponsoring the thirteenth Asian Games sports delegation of the Chinese Olympic Committee, the only designated special western suit.

C) the only designated foreign etiquette for Chinese Sports

D) the Ninth World Gymnastics Championships,

E) the only dress designated by the Chinese delegation in the twelfth World Swimming Championships.

F) the only male Mens in the Chinese men's professional basketball league.

G) China Basketball Association official only designated Menswear

H) the flag raising gown of the 2008 Beijing Olympic Games.

I) top ten excellent brands of Chinese clothing

J) the Ministry of public security of the people's Republic of China has designated the 99 type of police clothing and police service soft shoulder badges designated production enterprises.

K) the total sales revenue and total profit of the products are ranked the top ten in the national apparel industry.

L) top 500 private enterprises in China

M) ten major brand culture enterprises in China's textile industry

N) famous trademarks and famous brand products in China

2. channel strategy

1) the width of the channel: fast enclosure, more than 3000 provinces and autonomous regions in the whole country, and more than 3000 special stores.

2) channel mode: mixed mode (province generation + affiliate, direct camp, electronic mall).

3) channel level: zero and level two.

4) channel upgrading: Wholesale mode pformation, fast circle, brand monopoly pformation, marketing mode, management mode change, extensive pfer to lean, and re upgrade the enclosure movement, simple "shop, open big store, open good shop" into "location shop, combination store, focus store".

5) channel management:

A.'s customary tactics provide policy subsidies to agents and franchisees, including decoration, props, promotions, personnel and so on. The total generation and branch offices have their own practices in terms of departmental setup, staffing, customer development standards and dealer policies. The market operation is in the same order, the franchise chain operation system can not operate effectively, and the retail management is out of control.

B. strengthens retail, pays attention to management, grasps the condition, lays out the plan, pays attention to the strategy, starts from refining the store operation mode, establishes the shop training base, and gradually outputs the store operation pattern.

C. strengthened regional operation, gradually established direct battalions, strengthened regional direct operations, weakened regional agents, further integrated regional resources, and jointly built regional markets until finally completely controlled the retail terminals.

3. operation strategy

1) the mode of organization operation: from "relying on leadership" to "process driven", simplifying the links of decision-making and improving the executive power of the organization as a whole.

Clear the interaction and docking standards of various departments, optimize the relevant key business processes, and establish a standardized performance management system.

4. product strategy

1) the product USP: is famous for its style, fashion, classic style and exquisite workmanship.

2) product line: suit, shirt, windbreaker, cotton jacket, down jacket, casual pants, jeans, trousers and sweater jackets.

3) quality assurance: ISO9002 quality system for quality management, ISO14001 (environmental management system) and OHSMS18001 (occupational health and safety management system).