The Power Of Sharpening &Nbsp; The Revival Of Wiseman's Women's Clothing -- An Interview With Jiang Zuchang, Chief Consultant Of The Brand Division Of Zhuhai Wiseman Apparel Limited By Share Ltd.

In China's clothing industry, the development of men's wear brand and sportswear brand market is far ahead of the development of women's wear brand market. In men's and sportswear brands, there are many brands of national brands and stores, while in the women's clothing market, apart from individual national brands, most brands are mainly based on regional development. However, with the introduction of venture capital funds in the past two years, many women's wear brands began to operate in an enterprise oriented management mode, highlighting the arrival of the best time for the brand of small and medium-sized women's clothing.

As a result, it is not hard to see that the women's clothing brand, which is so thick and thin, is eager to go to the domestic first-line brand under the leadership of the international marketing team.

Zhuhai Wiseman apparel Limited by Share Ltd It is a garment enterprise with brilliant development. The development process of 25 years is very few in the domestic women's clothing enterprises. With the development of the company's first line brand and the collectivization of women's clothing, the development of the brand team building, the optimization of product research and development, and the expansion of terminal channels are also the same. At the end of 2011, the company's top level of Guangzhou Wan Ling Hui International Center was taken as the first level. W.S.M women's wear Guangzhou's marketing and design center. Henceforth, it indicates that the road of W.S.M women's dress is changing.

For this reason, the reporter interviewed Mr. Jiang Zuchang, general consultant of W.S.M brand business department. Jiang Zuchang is the leading figure in the industry. Why do I say this? It is more than ten years ago that Jiang Zuchang and Seven wolves Group cooperation began to talk about it.

At the end of the twentieth Century, it was the sprouting stage of the domestic garment industry. At that time, the industry was very popular with all kinds of professional managers, such as elites, scholars, marketing masters, etc., and there were also enterprises with the help of the external brain or the formation of airborne troops. In short, in the era of the rapid development of the enterprise, all of these were regarded as an important sign on the road to the successful development of enterprises. Of course, this logo does not bring joy, or even more pain, complaining, criticism, disappointment or failure.

In the age of highly praised and questioned by professional managers, Jiang Zuchang's appearance made me know a real professional manager, a specialist in clothing enterprises, and a professional manager who has a real professional quality and success in garment enterprises. It is said that 9.5 of the ten professional managers in China's Taiwan are expert speakers, and Jiang Zuchang's value is that he is not only a speech expert, but also a doer and practical person. This is a legend from his personal experience of 10 years of seven wolves.

Therefore, when Jiang Zuchang told me that he is currently assisting the development of W.S.M brand, I seem to have seen the direction of W.S.M brand development. Of course, we also admire the vision and courage of Xie Qiuhe, chairman of Wiseman. It is not easy for us to successfully invite such a professional consultant team and complete the trust and boldness of management.

　 Reporter: as a professional manager, you are a legendary figure in the domestic clothing industry. From the cooperation with the seven wolves group for more than ten years, and now to be a first-class international consultant team, can you briefly introduce you and your team?

Jiang Zuchang: I personally read the MBA from the United States to enter the Levi "s", and now I am engaged in the retail industry for more than 25 years. I have been the general manager of the large department stores at home and abroad and the actual executors of the international and domestic brand groups. Now the consultant company is specializing in shoes and clothing industry, because there are already many examples of successful brand operation in China, so that I have such great confidence and ambition today, and use the relevant platform to build a first-class international consultant team with high quality and high standard.

In fact, at present, our team already has such potential ability, because the operation of the brand is not only personal experience, but also at home and abroad. The company's service projects mainly focus on shopping malls planning, investment and business planning, brand and chain planning, guidance and management. At present, the service brands include Guang Bai group, Mao Ye group, Yintai group, Wanda Group, Hualian Group, Bailian Group, new world group, baigerhui group, Wenfeng world group, Shang Du group, Chongqing new century group, Xi'an Minsheng general merchandise, song Lei group, Hongbo Group and so on.

I also serve as director and chief marketing consultant of Noah brand consultancy. Noah International is a one-stop consultant company specializing in footwear and footwear industry. Its services include brand planning, business consulting, marketing training, shop design and display planning, commodity planning. The brands served include Shanshan, YOUNGOR, seven wolves, nine Mu Wang, Qipai, Bosideng, Luo Meng, Hongdu, Jack & Jones, Anta, PEAK, Hongxing Erke, BELLE, Daphne, Barbara, Haier children's wear, ABC children's wear and so on.

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　　 Reporter: you have coached many men's wear, sportswear, children's clothing and fast selling brand development. From a professional point of view, how do you view these service brands?

Jiang Zuchang: basically, the clothing industry does reflect the process of domestic economic development, but the time and scale of each industry are different. The first step is mostly in men's wear or casual wear market. Therefore, we can make personal suggestions for the current trend of domestic clothing development.

Men's wear part: four leading brands in the country: seven wolves men's wear, men's strong suit, nine strong men's men's clothing and seven men's men's clothing are all concentrated in the Quanzhou area. The development of this brand has its space-time background. They have been leading each other for nearly 10 years, while the men's dress of Li Lan has sprung up and has taken a place since 2004. But after nearly 10 years of development, these men's clothes are facing great problems.

1, the brand supply exceeds demand: some regional men's clothing appears one after another.

2, it is difficult to break through the commodity: before the brand has its own style and fixed consumption groups, such as the jacket and POLO style of the seven wolves, the nine trousers' expert trousers + business clothes, the seven brand Chinese collar, the lon Lang's business casual men's suit, and the strong Blazer Jacket series. But since the appearance of fashion series in 2010, most brands have lost themselves and started to launch fashion series. The homogenization of commodities is getting higher and higher.

3, the awareness of brand operators is hard to break through: most of the brand owners are still lost in the interests of advertising, compared with advertising services and counseling at the terminal has not been highlighted; and many dealers with the expansion of business layout, business team, especially the service team has no follow-up support, resulting in terminal management difficulties, and even many people turn to invest in real estate or other industries, capital flow problems.

4, the terminal inventory is too large: due to the high homogenization of goods, the increase in the cost of goods purchase, the large volume of company pressure and the high retail price, the result is worse than expected due to the change of consumption habits over the past two years.

5, the company's management team construction is not ideal: many operators because of the rapid growth of performance, the existing management team has been unable to meet the company's rapid development of the mechanism and demand, so the introduction of new executive team, especially Li Ning Co executives have entered the men's clothing enterprises, most of these high management focus on expansion or marketing, but not familiar with the men's clothing market and terminal services, resulting in the contradiction between the old and new teams, resulting in men's wear brands have started to join the direct battalion, and these branch managers in the market investment is often not as deep as the big agents, resulting in the direct branch company open shop to increase profits, no relative growth, and operating costs and inventory sharply increased.

As for sports brand, Anta, 31st degree, XTEP, Hongxing Erke, etc., apart from the above problems, the biggest problem lies in the blind expansion of the market, the increase of costs, the excessive sales proportion of the direct branches, and no breakthroughs in the commodities. Moreover, the revenue generated by the company's sales thinking is greater than that of the profits. Because most of these brand channels are located in the shops on the street, the performance can not be improved under the rising cost of sales in recent years, and the inventory pressure is obviously reflected. The company's elite team does not have the experience of international brand operation, and there is no way to solve the problems caused by the rapid growth of enterprises and brands. The direction of brands and commodities often lingers at the crossroads of pure sports or fashionable sports and leisure routes.

Children's wear Market: as the men's wear, sports brand and large enterprises have entered the children's clothing market, the children's wear market has been developing vigorously since 2009, but most brands only reduce the original men's wear and sports goods route or style to children's clothing, and do not design products that fit the children's wear market.

　　 Reporter: after analyzing the men's wear, sportswear and children's wear market, how do you view the future development of Chinese women's wear brand market?

Jiang Zuchang: in the domestic clothing industry, men's wear and sportswear items have produced many national brands in the overall operation due to the characteristics of brand development and market demand. But in 2011 -2012, they had already faced the current situation of high operating costs, stagnant performance, difficult breakthrough in commodity design, and the difficulty of breakthrough in terminal franchisees.

Because of the characteristics of the industry, market demand and the economic strength of the women's clothing market, apart from individual national brands, most brands are mainly based on regional development. But after the introduction of venture capital and financing in 2012, many brands began to operate the brand with the mode of enterprise management, so in 2012, it should be the best time for all small and medium-sized women's clothing brands to exert their strength.

Therefore, we hope to seize this opportunity to give full play to our team's professional experience in brand management, marketing, planning, execution and other aspects, and to create a unique, professional and dedicated international team with high quality and high standard in the field of women's wear industry.

　　 Reporter: what is your current cooperation with the Wiseman company?

Jiang Zuchang: the Wiseman company commissioned the Xiamen Yuan Cheng consulting company to do the placement counseling work. I was the trader of the brand division of Zhuhai Wiseman dress Limited by Share Ltd. However, as I was still coaching other companies, I asked Mr. Liang Zhi of Taiwan, China to act as CEO of the brand division of Wiseman. At present, I am the general consultant of the brand division of Wiseman.

We are working in an embedded way. Besides CEO, we are looking for suitable professional managers on both sides of the Taiwan Strait to enter the company's management team. At present, the company's five core sectors include the Ministry of human resources, the Department of health and management, the marketing department, the OFC customer service department and the brand design department. All five departments have successfully exchanged blood, and each director is the leader in the industry. 50% of them are expatriates, and these people have more than 5 years of work experience in China.

　　 Reporter: the professional manager is a relative term in the clothing industry. What do you think of this identity? As an excellent professional manager, how do you trust each other?

Jiang Zuchang: why many professional managers may not be able to achieve the company's expectations, the trust of the boss, or even the support of the staff? Because most of the professional managers' common problems are that they want to get instant results and do something right now. They often pay too much attention to the income generated by the performance, while ignoring the long-term operation of the brand and the maintenance of the CRM of their customers. The most important reason is to ignore the problem of internal and external integration and adjust measures to local conditions. In fact, this is a terrible thing to do in a big way, because the physique and characteristics of every enterprise are different. If the management system is blindly applied, it will be a kind of misery for the enterprise and the management team, because all changes will take time to adjust. The time needed for the internal running in to change is at least 1 quarter -2 season. Maybe after the change of the 2 quarter, the commercial value of professional managers has not been reflected. You must understand that you have to stand at the boss's point of view to think about the problem. Change is important, but sales promotion is more important. In fact, when you focus on internal transformation, you should pay more attention to external adjustment and terminal combing, and in fact, brand management does not have standard answers or models.

The change of brand takes time to accumulate, but the change and promotion of terminal image and performance can be immediate. So when you know that changes such as internal and external integration, the boss can see the biggest change in the shortest time. Therefore, the boss will be confident and confident, and will give you more time to adjust and break in with the opportunity of internal team building.

The trust between the boss and the boss is very simple. First of all, we must learn to think about places. Just like Wiseman's move from Zhuhai to Guangzhou, this has first explained the choice of the boss of the enterprise to the future development. Even if faced with great difficulties and experienced more changes, we must complete the road of brand transformation and sublimation. As a business operator with such determination and confidence in our team, we must be responsible for the enterprise, be responsible for the brand, be responsible to the boss, and be responsible for our many years of experience.

　　 Reporter: as an excellent professional manager, I would like to know your current planning for the terminal of Wiseman.

Jiang Zuchang: as a professional manager, we must have foresight and long and short term planning, so we must do both inside and outside, and do team building and education training internally, externally do CRM services and terminal adjustment.

Friendly and professional service attitude, stable quality and reasonable price, rich and diversified products, comfortable shopping space, these contents are only the basic requirements of consumers for brand shops, but often brand operators neglect these requirements, because the places where consumers have relations with brands are all presented in "shops", whether it is called "department store counters" or "street shops", so terminal shops are our most important points.

As mentioned earlier, most operators refer to terminal construction as hardware changes and beautifies. These brands often forget the design and decoration of terminals. The purpose is to increase consumer's memory to promote sales. Too fancy often concealment products, so when we plan the twelfth generation props of W.S.M women's clothing, we consider three directions: style, display quantity and cost.

In fact, the essence of terminal is the presentation of software strength. As mentioned earlier, "personnel" is the core of retail management.

The friendly and professional service attitude relies on the perfect SOP mode and the continuous education and training of OFC professional team.

Stable quality and reasonable price depend on the hard work of the life management team and the clear positioning of the market.

The richness and diversity of commodities depend on the integration of the commodity design department and the outsourcing ODM department, and more importantly, the planning power of MD.

The comfort of shopping space depends on store design, VMD, DSP, SOP, and the display of comprehensive strength. The most important thing is to set up a sample shop and let everyone learn the model store so that the sample store can be replicated nationwide.

　 Reporter: how do you plan the future blueprint for the current development of the Wiseman brand?

Jiang Zuchang: basically, the success of a retail brand is nothing more than three basic core elements, namely, people, goods and markets. People: it refers to the management team and all the employees. In the past, W.S.M women's clothing was located in Zhuhai. Although it is one of the most successful clothing enterprises in the region, it is not easy to get away from the characteristics of local enterprises in the recruitment and transformation of enterprises. So at the end of 2011, the company resolutely decided to move the transportation headquarters to Guangzhou's most popular Tianhe District Wan Ling top floor. Nearby Tianhe City, Zheng Jia square and Tai Koo Hui gathered the first-class brands at home and abroad. Therefore, the recruitment of personnel can not only introduce first-class talents in the whole country and even overseas, but also provide comfortable office environment and abundant market conditions. 至于說(shuō)服裝品牌的核心:商品部分，更是W.S.M經(jīng)營(yíng)團(tuán)隊(duì)要求的重中之重，因?yàn)樵诜b經(jīng)營(yíng)上，有好的商品不一定會(huì)成功，但是沒(méi)有好的商品一定不會(huì)成功;在商品部分的發(fā)展，不僅在于商品定位的清晰，更在于商品的組合、流行趨勢(shì)的掌握、板型的要求、面料的運(yùn)用、產(chǎn)品結(jié)構(gòu)合理化等多種要素，更重要的還在于加快市場(chǎng)的開(kāi)發(fā)時(shí)間，由于單一設(shè)計(jì)團(tuán)隊(duì)會(huì)產(chǎn)生商品無(wú)法多元化的困擾，因此我們除了將內(nèi)部設(shè)計(jì)部劃分四組，每季兩組隨時(shí)PK外，更尋求中國(guó)臺(tái)灣、法國(guó)及日本設(shè)計(jì)團(tuán)隊(duì)的合作，務(wù)必讓合作伙伴及消費(fèi)者可以選到最適合的商品;場(chǎng)，是指終端店鋪，品牌與消費(fèi)者直接接觸的地方就是“店鋪”，因此如何在合理的價(jià)位下，提供消費(fèi)者舒適的賣場(chǎng)空間及親切而專業(yè)的服務(wù)，就是我們的首要工作。 Therefore, to break up the majority of women's clothing brands are too showy decoration, how to foil the characteristics of goods and brand DNA is the function of W.S.M twelfth generation props, not only to maintain the style of W.S.M women's clothing, but also to display the amount of display.

In the future, Zhuhai's Limited by Share Ltd will develop many brands and adopt a diversified and unique way of development. First of all, it will develop the existing "Wiseman dress" towards the development of less expensive ladies wear, emphasizing the elegant, romantic and modern intellectual elegance of women. "Wiseman's house" will build a one-stop theme pavilion with less than 200 square meters based on the main channel, while the "Aesop" is just like its name, and the market will be marketed in a young girl's romantic style. Secondly, in the field of brand development, we care more about the introduction and cooperation of European and American fashion brands, not only providing domestic women with international brands, but also providing consumers with higher cost performance products.

Of course, whether it is "Wiseman dress", "Wiseman house" or "Aesop", our ultimate goal is to create a real dress empire for Wiseman.