New Trend Of Garment Industry: Building Service Oriented Clothing Enterprises

How to establish a benign operation and scientific and reasonable "service" operation system, through more rewarding consumption experience, establish the reputation and image of service brand, thereby increasing the added value of products and realizing brand differentiated operation? clothing Enterprises are thinking about the problem.

In November 24th, 2012 China fashion conference "Service: consciousness and operation system" parallel meeting, Sun Gefei, chairman of Shanghai happy career Co., Ltd., Zhao Pu, chairman of Shenzhen leaf garment industry Co., Ltd., Zhou Sheng, director of Guangzhou fashion and fashion business Limited by Share Ltd, Yu De Jian and Procter & Gamble sales area general manager, shared their experiences around this theme.

As an introductory guest for this parallel meeting, Shi Shusi, a well-known commentator, television planner and financial columnist, expressed his views on service in a calm and humorous way: "the bounden duty of an enterprise is to serve the people and then serve the renminbi. It is shameful for enterprises without profits."

Shi Shusi, taking general electric and IBM as an example, illustrates the importance of service force to enterprise management. "Improving service strength is not only the mission of the garment industry, but also the mission of China's manufacturing industry."

Zhao Pu, chairman of Shanghai happy career Co., Ltd. october mommy Marketing strategy. In the marketing promotion, the focus is not only on product promotion, but also on the needs of pregnant women's consumer groups. In addition, they also solved the problem of the inconvenience of fitting for pregnant women by setting up a virtual fitting mirror in shops.

As the most representative of China's clothing industry Designer Brand, Yi Hui has been conveying brand culture and brand spirit through service. Zhou Sheng, chairman of Shenzhen leaf garment Industrial Co., Ltd., said: "your temperament can be read." this sentence is not only the declaration of fashion led by fashion for many years, but also the unique and non replicable cultural connotation of Yi Hui, giving the brand's spiritual level the pursuit of music and promoting the transformation of Yi Hui's products from simple products to brand names.

Yu Dejian, director of Guangzhou fashion and fashion business Limited by Share Ltd, described the characteristics of the terminal service of fashion brands in this parallel meeting: selling products and selling services at the same time, bringing pleasure to customers. "Women bought a hairpin from our store, and in any of our shops, we would make free modeling. And the overall shape of the head above, we didn't charge for the second modeling, no charge for the third time, and no charge for the fourth time. Then our supplementary service is also reflected in the value of the product. When you come back third and fourth times, the concept of the product may be sold two times after three or four times."

In the service of VIP, pop beauty also has something unique. "We have an open day. Every store has four open days a year, and we will give VIP back regularly. We also set up a gift library. VIP customers can choose gifts directly from the gift store. We will also provide photo feedback for VIP. " Yu Dejian said.

With a history of 175 years, P & G has also entered China for nearly 25 years. It is undeniably a very good brand. Sun Gefei, general manager of P & G marketing area, told participants at a parallel meeting that service is not only an attitude, but also a science.

In Procter & Gamble, sales department has a lot of work. The first is the product branch, so that customers can buy Procter & Gamble products at the first time. This is the most important principle. There must be a sales network support behind it.

"Besides, in stores, apart from products, shelves are important resources that we must contend for, because all of us are realized on shelves. Whether it is large shelves or e-commerce, this webpage is also a shelf. We need to be in the best position. So this is the important meaning of the shelf. Sun Gefei said.

The third is pricing. "Because we are fast selling products, the price is more transparent, no matter which city, or men, women, old and young, or which country, it is too expensive to sell high. If we sell low, we can not guarantee profits for retailers, so this is also very important. P & G's sales are all around these points.

In addition, P & G also has an efficient operation system, called Mike operation mode, which is actually learning from McDonald's. "McDonald's has tens of thousands of stores around the world, but what you eat in Beijing is the same taste in Sanya, and its service language is the same. Similarly, P & G's standards are the same."

In order to achieve standardized operation, Procter & Gamble summed up 10 work related to sales, including visits by salesmen. "According to the visiting work, what kind of shop do we regulate? For example, a small shop, he goes in to visit the shopkeeper to go out, he must not exceed 8 minutes. We hope that more than ten thousand kindergartens will be represented throughout the country. This reflects a high efficiency. " Procter & Gamble's 600 stores across the country are realized through standardization of our salesmen.

Xia Hua, chairman of Yiwen enterprise group, concluded that service is the most important problem for all enterprises. Services can make Chinese brands most promising to tell new stories, good stories and even add value to the brand in the future fashion stage. "In the face of global economic change, we must give the most meticulous, thoughtful, and thoughtful services so that Chinese enterprises can bloom in the world stage."