An Xiu Clothing Is Very Grasping Internal Management To Make The Product Out Of Sichuan And Chongqing.

It is a typical private clothing enterprise: the boss is responsible for sales, promotion and public relations. The boss takes the company as the design center, responsible for fabric introduction, design and so on.

Liang Xianan, chairman of an Xiu clothing, told reporters that from the beginning of the founding of the company, he has gained a firm foothold in the southwest region with only two years' good quality.

Internally: 2012 is "internal management year".

"Our product repair rate is less than 1/10000, after each product comes out, we first need to see the fabric inspection report. If we are not sure, we will apply for the inspection of the Chongqing inspection center, and then make the final product sampling inspection."

In the past 8 years, the quality of its clothing has been strictly controlled, and its brand has gained a good reputation.

Perhaps it is the truth of woe and blessing. In the face of the collective crisis at home and abroad, an Xiu has made an internal adjustment since last November.

Liang Xianan defined 2012 as "interior management year" of an Xiu clothing.

Liang Xianan revealed that since this year, he has strengthened internal management and refined the product positioning and market. The company's move is aimed at adapting to the new environment and the overall situation of the garment industry as soon as possible.

"Enterprises must operate according to the law of the market, and promote the brand to be mutually beneficial with the collaborators, so as to sustain a healthy development."

At present, there are nearly 1000 employees in an Xiu clothing. After adjustment, the company has clearly defined the operation mentality of the marketing center and the production logistics center.

At present, the lack of talents has led to the formation of the core competitiveness of the brand of the show, which is particularly inevitable in the homogenization of design and research.

Since the beginning of this year, the competition has adjusted the employment platform, and the company's recruitment has realized the docking with textile, clothing and design professional institutions.

Liang Xianan disclosed that for the return of talents in coastal cities, an Xiu also developed a ladder based development mode, and middle managers and managers were promoted as far as possible from the grass-roots staff.

External: Exhibition test water brand strategy

In formulating the strategy of practicing internal strength, an Xiu clothing is also seeking to change in brand operation.

Liang Xianan said that since the end of last year, the brand operation of an Xiu clothing is mainly investment.

After the completion of the internal management promotion this year, the clothing will accelerate the external expansion in 2013.

"In the next 5 years, the number of stores will reach more than 500, and the development of multi brands and collectivization will be implemented."

In March this year, Ann Xiu first participated in the Chinese International Costume held in Beijing.

During the Expo (CHIC), an Xiu brand attracted more than 80 shopping malls customers to visit the booth. Group managers from northeast, Eurasia, West mat and Wuhan also visited the group.

Liang Xianan said: "we learn from the exhibition brand, promotion, management, exhibition design and other methods, which will benefit the company's internal adjustment, and brand positioning and promotion must be done well on the premise of the brand and the next step."

The exhibition means the first step for an exhibition to open new markets.

Faced with the challenges of the overall situation and the new market, especially the gap between Chongqing's local brands and coastal enterprises, Liang Xianan also hoped that the road of ANN Xiu would be more cautious. He said: "as the head of the enterprise, the view of the future determines whether the brand will succeed again in the future. If blind spots expand and invest funds, the operation of the enterprises will have big problems."

Speaking of the brand strategy to be implemented in the future, Liang Xianan said that the multi brand line must aim at the different needs of the target consumers.

Before, he was positioned in the high-end office fashion, elegant, elegant and casual.

Consumer groups locked 30~45 years of career women, the spring and autumn two quarter is about 1800 yuan, summer is about 1200 yuan, winter is 3000 yuan.

With the emergence of new signs of industry development and consumption trends, many large enterprises have declined in performance.

"Customers in the past more than 20 years old have gradually become the more than 30 year old crowd. Therefore, enterprises should change the value trend and aesthetic outlook, and study and understand the new trend of the market."

Liang Xianan revealed that the price of the upgraded version of A&S will be higher, and it will be more young and fashionable. It will be promoted by the "361" (30% self-employed, 60% joined, 10% total generation) sales methods in the main provincial cities, which is the main sales strategy of the brand.

At present, Hefei has the highest sales in the market system of Xi'an, Ji'nan, Ginza, Wuhan and Changsha, and Handan, Taiyuan, Dalian and other places are also opening soon.

An Xiu insists on down-to-earth sales strategy, and will not consider B2B and export in the near future.

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Adjustment: first do internal work, then come out Sichuan and Chongqing.

Since this year, under the new economic situation, clothing enterprises have generally encountered the awkward situation of growth fatigue.

Liang Xianan pointed out that in view of the current problem, at the end of August, the organization and sales terminals of the organization participated in the autumn and winter product training meeting in 2012.

In the way of dealing with the old customers, he also made some adjustments. Liang Xianan said that he had formulated the latest preferential policies this year, including optimizing the cooperative policy of the old customers. He did not rule out the way of reducing the operating pressure of the customers by way of a lower purchase point. Besides, in order to attract new customers to join, he added the support of the new customers on the basis of the original investment policy, and ensured that the new customers had enough economic strength to run the brand.

"Although this year's autumn and winter orders will maintain a steady growth rate, the key strategy of anxiu is to seize the key market in the country and lay a solid foundation for future development."

Liang Xianan said that clothing brands in Sichuan and Chongqing tend to have more twists and turns in market strategy.

This year is a relatively difficult year for the development of China's brand clothing, especially for the brands in the central and western regions. It is necessary to deal with market changes from the aspects of integrating resources, controlling procurement, R & D and human resources cost.

Liang Xianan said that at the present stage, from the overall strategic point of view, the direction of the development of the company is not going to change, and the plan of training talents for brand development also needs long-term adherence.

In Liang Xianan's view, if he carried out a series of measures in the western region, he went deep into Sichuan and Sichuan in the past 8 years.

Brand dreams will also become more solid.

What he did in Chongqing was to make sure that he could truly become a representative of Chongqing's clothing brand.