• <abbr id="ck0wi"><source id="ck0wi"></source></abbr>
    <li id="ck0wi"></li>
  • <li id="ck0wi"><dl id="ck0wi"></dl></li><button id="ck0wi"><input id="ck0wi"></input></button>
  • <abbr id="ck0wi"></abbr>
  • <li id="ck0wi"><dl id="ck0wi"></dl></li>
  • Home >

    After Failure, &Nbsp; &Nbsp; &Nbsp; Wiseman Paid Attention To The Future.

    2012/4/26 1:21:00 12

    WisemanAesopSpain

    Only a foot on the door, Zhuhai

    Wiseman

    Dress Limited by Share Ltd put the ball into the stock exchange.

    In May 5, 2011, the SFC issued the application of the Wiseman IPO which was originally scheduled for 6.


    "Wiseman's failure will not affect the future strategic development of the company."

    Deng Hua, deputy general manager of Wiseman, told reporters.


    In his opinion, listing is not only a goal for clothing enterprises, but also a process. In preparation for listing, it can also promote enterprises to further standardize management, enhance the effectiveness of market development, expand brand awareness and speed up the pace of independent research and development.


    In fact, the changes in capital brought to the development of Chinese clothing enterprises and brands may be secondary investment, and more importantly, advanced ideas, modern management concepts and management methods and production capabilities are a systematic impetus to brand development.


    "Listing can not only promote the reform of enterprises themselves, but also enable enterprises to integrate with the international market."

    Deng Hua said.


    He believes that the listing of enterprises will help improve the corporate governance structure, clarify the rights and interests of shareholders, and make financial operations pparent and open, which will help family businesses to move towards modern enterprise management system, so as to bring management advantages and institutional advantages into play in market competition.


    "In the process of listing, we should take all matters in the history of enterprises, including problems, and so on to review them and see whether they meet the requirements of listing.

    Therefore, listing is more important than a process of reassessing enterprises. "

    Deng Hua said that the listing of Wiseman was not successful, allowing enterprises to clearly understand their own shortcomings and the direction of their efforts in the future. What the company values more is the future.


    It should be said that Wiseman is strong and has bright prospects for development. Otherwise, Kunming Jiuding Cci Capital Ltd will not spend 50 million yuan on wensman in December 20, 2009.

    We have reason to believe that Jiuding will fully investigate Wiseman's current situation and future development prospects before investing, "because venture capital is driven by profit."


    Qiao Hongbo, director of the investment project of the "nine man" investment in Wiseman, has said that his excellent team has impressed him very much in the past six months.


     

    Bumpy "multi brand" operation


    Statistics show that in 1998, Wiseman began to operate only one brand of Wiseman. Later, they realized that if only one brand were built, the market share was limited. It would be very difficult to achieve a substantial increase after reaching a level.

    So we began to explore many brands in 2004.


    In Deng Huajin's opinion, do

    Women's wear

    A single brand can hardly satisfy the consumption requirements of female consumers.

    The multi brand mode is suitable for the development of women's clothing at this stage.

    In addition, multi brands are also conducive to playing games with the market and training professional managers.


    "If an enterprise has only one brand and its brand is stronger, it can only take a special counter in the department store, but if there are ten brands, it can take ten counters, and the sales area in the shopping mall and the channels to contact with customers will be much more.

    Multi brand means that enterprises can go to sea like a joint fleet, adding more bargaining chips to the mall. "

    Deng Huajin said.


    Deng Huajin said that many brands can better train professional managers. If an enterprise has a brand, then the brand director is only one. If there are ten brands, each brand can have a brand director and a design team. The brand and brand can be compared with each other, and the formation of healthy competition can provide more opportunities for professional managers and teams.

    The team is steady, and the whole fleet can withstand wind and waves when it comes to sea.


    However, the way of multi brand of Wiseman is not smooth sailing.

    In order to implement the multi brand strategy, Wiseman has registered one hundred or two hundred trademarks as reserves, and has created four brands, namely, Wiseman, Wiseman two, love her and Wiseman's house, and the acquisition of Aesop brand.

    But for various reasons, only three brands, such as Wiseman, Wiseman's house and Aesop, are still in operation.


    "From scratch, you are groping for yourself."

    Deng Huajin recalls.


    Deng Huajin acknowledges that the operation of multi brand operation resources of enterprises will be more dispersed, and the management difficulty will be increased. Managing a brand and operating multiple brands will be different for human property management and team management.

    Correspondingly, management costs will also increase.

    In the early days of many brands, when the brand awareness and the reputation of customers are not high, the investment of enterprises is still huge.


    In the later stage, the high level of Wiseman began to change his mind. In 2009, the company acquired Shenzhen's Aesop language, and no longer pushed the brand itself.

    "Children are not necessarily born or adoptive, especially those who are poor in quality.

    In order to complete the multi brand strategy shorter and quicker, we adopt the way of acquisition and merger.


    Deng Huajin said that Wiseman will expand the brand by combining acquisitions and self promotion new brands to integrate procurement, logistics and supply chain, and design and market sales separately.

    "Now, Wiseman is the three team," Wiseman "," Wiseman house "and" Aesop ", which are completely different from design to sale.

    Background services can be shared, and there is communication among brands, but design, marketing and marketing teams are independent.

    Examination is also independent.


    Deng Huajin said that despite the test, Wiseman's idea of adhering to multi brand strategy remains unchanged.


      

    Path from blurred to clear


    In a media interview in 2008, Wiseman concluded that through many years of multi brand strategy, Wiseman absorbed many lessons from it, mainly reflected in four aspects: unclear system planning, conflict between brands, insufficient reserve of talents, and no synergy effect.


    Deng Huajin said that Wiseman has improved the above problems.

    At present, it is clearer for the three brands to sell to whoever sells, how to sell and how to sell.


    At present, there are several differences between the three brands that Wiseman owns.

    First of all, the core customers are different.

    The design style of the Wiseman brand is located in simple and modern fashion, which embodies the characteristics of mature and noble, romantic ladies, and integrates the personality fashion and color jumping elements.

    The brand design style and color coverage are more comprehensive, which can fully meet the female clothing consumer demand of this age group.


    The design of viesman's home is positioned as a lively young woman's dress with a unique personality. It takes the fashionable style and unique color as the focal point. It also has the fresh and leisure style of the girl's dress and the sweet fashion style and color matching.


    Aesop's brand style is positioned in the national fashion fashion of Spanish culture and oriental culture. It mainly aims at the pursuit of the Spanish dynamic style and the passion and collocation of the young women with individuality.

    The brand consumer group has obvious group type, with the majority of students and freelance groups.


    Secondly, in terms of channels, Wiseman is mainly in a second tier city business district. The main part of Wiseman's house is to enter the three or four line city, and Aesop mainly enters the two or three line city.

    Wiseman is mainly in direct camp.

    Because customer groups are different, channels are different.

    There is no obvious competition between the three brands.


    "We have a strong R & D capability.

    Designer

    The total number of designers and ODM designers is about 120.

    Each team has about 60 designers.

    Deng Huajin said that their marketing channels in Southern China were very steady and their foundation was relatively deep. They spread the marketing network from south to north, from east to west, with Southern China as their base.


    Huang Xiaojie, President of Kunwu Jiuding Cci Capital Ltd, said, "we are very optimistic about the development of Wiseman in the future."


    After more than a decade of manufacturing and design capabilities, the pursuit of capital will help the company to complete the metamorphosis of its value added phase, and the prospect is still bright.


      

    • Related reading

    Nike Is Trying To Improve Its Sales In China; &Nbsp Is A Bottleneck For Chinese People.

    Listed company
    |
    2012/4/24 17:08:00
    9

    VT, Canvas Shoes Sales Are Hot.

    Listed company
    |
    2012/4/23 22:04:00
    21

    Lining Authorized Wide Kitten, Force Children'S Wear Market.

    Listed company
    |
    2012/4/22 22:50:00
    17

    Semir Clothing Sales Fell &Nbsp; &Nbsp; This Quarter Suffered "Spring Cold".

    Listed company
    |
    2012/4/18 19:24:00
    14

    Van Guest Launched The &Nbsp Model, Driving 5% Overall Sales.

    Listed company
    |
    2012/4/18 19:15:00
    6
    Read the next article

    Hongkong Clothing Brand Preempted The Mainland To Sounded "Collection Number"

    The new form of "collection store" began to appear in the mainland market. They were mainly composed of overseas and Hongkong local clothing brands, and the speed of opening shops made people feel that the market was somewhat "Crazy".

    主站蜘蛛池模板: 亚洲免费人成在线视频观看| 国产福利片在线| 人夫的堕落变装| hentai里番在线| 男人j进女人p免费视频| 女人张开腿让男人桶视频 | 欧美性xxxx禁忌| 国产精品亚洲一区二区三区在线 | 色婷婷综合久久久| 日韩视频在线观看一区二区| 国产日韩欧美三级| 久久精品电影免费动漫| 香蕉网在线视频| 无人高清视频免费观看在线动漫| 国产a∨精品一区二区三区不卡| 中文字幕欧美在线观看| 精品国产精品国产| 大香伊蕉国产av| 亚洲日本香蕉视频观看视频| 老司机亚洲精品| 日韩欧美卡一卡二卡新区| 国产亚洲欧美日韩精品一区二区| 中文字幕在线国产| 男朋友吃我的妹妹怎么办呢| 在线视频精品一区| 亚洲午夜一区二区电影院 | 色哟哟精品视频在线观看| 性放荡日记高h| 亚洲色欲或者高潮影院| 一级有奶水毛片免费看| 日韩理论电影在线| 嘟嘟嘟www在线观看免费高清| zooslook欧美另类dogs| 欧美裸体XXXX极品少妇| 国产手机在线αⅴ片无码观看| 久久中文字幕人妻丝袜| 精品一区二区三区色花堂| 国产香蕉97碰碰久久人人| 九九视频九九热| 一区二区三区国产最好的精华液| 特级按摩一级毛片|