Nine Herd King Seiko Achieved Twelve Consecutive Championships

< p > this year is the 20th anniversary County in Jinjiang.

In the past 20 years, a large number of excellent enterprises have sprung up in Jinjiang.

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< p > in reviewing the development process, Lin Congying, chairman of the nine Mu Wang Limited by Share Ltd, summed up the magic weapon of "nine herding king" brand in two words: Seiko.

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< p > "management of the nine herd kings always regards" quality "as the foundation of the enterprise's success, and strictly controls the quality.

For a long time, the company has won the trust of consumers by virtue of its high quality products. "Men's pants experts" and "professional quality" have gradually become the symbol of "nine herding king" brand.

It is precisely because of the insistence on Seiko that we have today's achievements.

Lin Congying said.

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"P" recently, this reporter interviewed Lin Congying on the topic of Seiko.

From the lines of his words, it is not difficult to see the importance of the two words "Seiko" to the king.

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< p > Jinjiang News Network: in your opinion, what is the biggest weapon of the nine herd king who can stand for many years? < /p >

< p > Lin Congying: the management of the nine Mu Wang always regards "Seiko" as the foundation of the enterprise's success, and strictly controls the quality.

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< p > we measured the body size of nearly 6000 people in 20 provinces and cities in 6 months.

Then, based on the sample survey of 80000 people's actual wearing feeling, 12 million human body curves were determined according to the sales data of nine years.

Then from these 12 million body curves, combined with the characteristics of Chinese men's body, aiming at different consumption groups in North and south, we constantly adjust the styles and models suitable for different regions. Excellent edition is an important feature of the company's quality products.

The advanced production equipment, high quality raw materials and strict quality control are important factors for the brand characteristics of "nine Mu Wang" brand.

Develop trousers that are really suitable for Chinese people.

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< p > if you want to really produce high quality products, you must be the best in details.

For example, when consumers wear their clothes, they can avoid embarrassing situations, such as trouser pocket opening, lining exposing, zipper parts outstanding, and important parts lines falling off, because these details are handled through special crafts of King nine.

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< p > excellence is precisely the persistent pursuit of Seiko. Nine Mu Wang has accumulated rich experience data and has continuously developed the leading version and technology. In the end, nine Mu Wang realized the change from "trousers expert" to "men's pants expert", from "men's pants expert" to "elite men's dress consultant", and realized the legend of nine men's men's trousers "Twelve consecutive championships" and business casual men's "two consecutive champions".

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< p > Jinjiang News Network: from 2000 to 2011, nine men's men's trousers were ranked first in the market share of similar products for 12 years in a row.

For a company, this is quite an achievement.

What is the secret of the success of the king?

< p > Lin Congying: on the one hand, it pays attention to product quality, on the other hand, it pays attention to the experience of consumers, especially in the comfort of consumers, so there is a great difference between other brands in terms of fabrics, crafts and models.

For example, the version of "nine Mu Wang" has accumulated 12 million of the human body data, and the trousers produced can meet the needs of all kinds of people in the north and south.

Enterprises are developing every year, all over the country shop image, upgrading in a number of years.

The image of the end of nine Mu Wang can be said to be more diligent. It's not that we have more money to spend, but to provide consumers with an excellent and comfortable shopping environment and experience, so that consumers can consume happily.

Nine Mu Wang plans to reform high-end shopping malls, trousers cabinets, launch the seventh generation of props, bring new experience to consumers.

Now, no matter what city you are in, the shopping guide will take the initiative to provide "dress consultant" service. In just a few minutes, the guide will provide professional advice on the basis of customer's personal shape, wearing occasions and complexion.

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In order to get the most authentic consumer experience, we adopted the business vertical integration mode. Under this mode, the company can carry out and manage the main stages of the product supply chain, including design, research and development, production and sales, etc. p

This mode enables the company to implement the most effective control over all the main links of the supply chain, because the company implements market oriented supply chain management, ensuring that it can reflect quickly and adjust production to match the market trend.

The company implements effective control over all aspects of the supply chain, and effectively restores replenishment production according to market feedback, and shortens the time to launch products into the market.

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< p > besides, the sales market of nine Mu Wang is mainly concentrated in the one or two tier cities in China. The company has been expanding the terminal sales network for many years, covering the key business circles of 31 major cities in the provinces, autonomous regions and municipalities directly under the central government. The huge terminal sales network has ensured the continuous growth of the sales volume of the company.

At the same time, the company's marketing network is also maturing. A clear and reasonable channel mode can effectively reduce the terminal business risk and improve the profit of the company's sales. Especially in the early stage of its establishment, the direct management mode has been used to develop the direct management mode and experience of the market, and it is also one of the important advantages for the company to participate in the market competition.

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< p > from "male trousers expert" to a full range of men's wear < /p >.

< p > Jinjiang News Network: on the men's trousers, the king of nine shepherd has done the best.

But whether or not it will produce a side effect is that consumers directly equate the king of nine and men's trousers. When they think of the king, they will think of men's trousers, but they will not buy the other products such as a target= "_blank" href= "http://www.91se91.com/" > clothing "/a".

< p > Lin Congying: the king of nine herd has its own clear development path from the beginning.

In the applause of a market, we did not drift with the tide and rush to the top. Instead, we set a clear position and built our own "men's pants expert" carefully and meticulously.

In 2000, the nine men's men's trousers had the first market share in the whole industry. The nine men's men's trousers already had a higher market share, and the space was limited. How could enterprises achieve strategic breakout? < /p >

< p > after many explorations and arguments, we put the idea into the big ocean of clothing industry, and everything is suddenly clear.

Subsequently, nine Mu Wang began a strategic breakthrough, launched the core strategy of men's trousers, men's casual wear, a target= "_blank" href= "http://www.91se91.com/" > dress less than /a.

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< p > we realized very early that selling brands is more important than selling clothes.

The core of garment enterprise operation is brand building and culture building.

Many men's clothing brands from Fujian to the whole country attach great importance to the building of brand awareness and reputation, and attach importance to the shaping of brand image and the rich connotation.

Fujian clothing brands each have a relatively clear brand positioning, and continue to brand communication.

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< p > product is the cornerstone of a brand and the marketing of a company.

Good products, I think, include three small points. First, keep up with the trend, meet the needs of consumers, and exceed their expectations; second products have original design; third quality first-class, exquisite workmanship, pay attention to details and taste.

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< p > enter the two or three line market < /p >

< p > Jinjiang News Network: according to the data of semi annual report in 2012, nine Mu Wang undoubtedly handed over an excellent pcript: 1 billion 191 million yuan in operating income in the half year, 391 million yuan in total profits, and two data in all.

How does the king of nine things look at such a pcript? < /p >

< p > Lin Congying: in the first half of the year, under the impact of various factors such as climate abnormality, early spring festival, macro-economic depression, discount of competitive products, promotion of shopping malls and so on, the king of nine herd still manages the store conscientiously and serves every customer with all his heart. The overall benefit achieved is good.

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< p > Jinjiang News Network: in the domestic garment industry, the direct channel of nine Mu Wang has attracted the attention of the industry.

How many years have you been sharing in marketing channel development? < /p >

< p > Lin Congying: in the past layout of the channel, the first strategic focus of the middle and high ranking nine Mu Wang is to go to Guangzhou, Shenzhen and other super large cities and provincial capital cities, and some involve second tier cities.

In terms of channel construction, shopping centres and franchised stores are flying together.

As of December 2011, the number of stores accounted for 52%, and the number of Direct stores accounted for about 22%.

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< p > clothing like this brand of large flow, a major feature is to enable consumers to buy it anytime, anywhere.

With the advancement of urbanization and the gradual increase of per capita disposable income, the two or three line cities have become an important market for the retail service industry.

According to our development plan, in the two or three tier cities, we will adopt the mode of joining more, make full use of local distributors' resources, connections and funds in the local area, and win the fastest development with minimal input.

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< p > Jinjiang News Network: from the industry as a whole, the sales figures of several men's clothing brands in the first half of this year are more optimistic, but there are also worries: high inventory.

Even many people in the industry asserted that the men's wear market will shrink dramatically in the second half of this year to next year.

What do you think of such a view? How do we judge the future of men's clothing market? How do we deal with it? < /p >

< p > Lin Congying: the growth rate of GDP in the two quarter continues to decline, and the overall economic performance is slowing down. The GDP growth rate is expected to rebound in the second half of this year as stimulus policies are introduced and effective.

Inflation fell faster than expected, providing greater room for policy easing, and PPI continued to expand.

As a leading indicator of the macro-economy, China's official and HSBC manufacturing PMI both hit a new low of seven months, but the two indicators have narrowed, and signs of economic bottom up are emerging.

The growth of total retail sales of social consumer goods has declined, but the steady growth of disposable income and the rapid urbanization of China will stimulate the sustained growth of consumption.

It is predicted that China's men's wear market will continue to grow steadily in the next few years.

The compound growth rate of 2011-2016 years is 6.9%.

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< p > in the face of changes in the external economic environment, we should respond positively from four aspects: 1, expand to stronger, stabilize the market and improve efficiency; 2, clear the company's direction and strategy; 3, improve all aspects of the company's operation; 4, save operating costs.

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< p > the purpose of becoming bigger and stronger is to improve the performance and efficiency of single store.

From the horse race enclosure to the intensive farming and retail trade, what kind of products should be sold to consumers?

Further clarify the company's strategic direction, which is the company's research direction in the second half.

About products, whether from the fabric, version, or color, serialization and so on all aspects of improvement, and strive to provide better quality, fashion, cost-effective products.

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< p > in coping strategies, it is implemented in five aspects: first, increase brand publicity, airports, road signs, television, magazines, shopping malls, networks and other media advertising (targeted for regional advertising input).

The two is to upgrade high-end shopping malls, trousers cabinets, upgrade the image of the terminal; three, sales training, strengthen the sales skills of shopping guides; four, strengthen commodity planning; five, start the ERP information system, and optimize the operation management process.

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