Shanghai Tinkling Cat General Manager Liu Zhao: Tinkling Cat Innovation Business Mode

< p style= "text-align: left >" 2013 China "a target=" _blank "href=" http://www.91se91.com/ "clothing" /a "forum" first brand laboratory and brand experimental Sharon, will gather the avant garde thought, explore the brand business mode, innovation mode, promotion mode, consumption mode, communication mode and product mode with the Explorer's thinking and knowledge, highlighting the forward-looking, experimental and pioneering.

Through the application and experiment of new technology, new mode and new trend in brand practice, we can create creativity and competitiveness, form new values and forces, and promote the incubation and growth of new leaders.

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< p style= "text-align: center > > Mr. Liu Zhao, managing director of Shanghai tinkling Cat Products Co., Ltd. shares the brand business model innovation at the meeting < /p >

< p > Liu Zhao: Good evening, ladies and gentlemen, ladies and gentlemen.

I am the person in charge of the Shanghai tinkling cat children's products Co., Ltd. We are doing children's wear. Our company has four brands, one is JINGDING cat, one is R100, one is big eye frog, and the other is M&Q.

These four brands are four different styles. Today, I am very lucky to be invited by China Fashion Forum, and I have the opportunity to share with you here, our company is currently in this new technology.

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< p > now, our four brands are ding ding cat children's clothing and R100. American company has opened more than 1600 stores and counters in the whole country. The main market of our company is in the south, because our company is actually operating in Guangdong, and the company is in Shanghai.

So far as the clothing industry is concerned, in the past, the children's clothing industry has experienced 20 years of operation in my past experience. In fact, we have been making a brand for 13 years. In the past 13 years, we have encountered many problems. So I think these problems today, the real day, many experts and scholars in front of us have basically done some analysis.

But I want to repeat here, then the original way of business, from design to the terminal and consumers, we have gone through so many links.

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< p > so now our clothing industry is often talking about, including our own two years ago and encountered a great difficulty.

It also has a lot of complaints about the high rent and the high wages of employees, so we often complain too much, and we are less than a target= "_blank" href= "http://www.91se91.com/". Now the designer of children's clothing is also hard to find, so it has caused a lot of trouble for me. Let's see from design to terminal, we now design, we design now is spring and summer, next year's spring and summer, we winter clothes, I am not very clear, span is one year, next spring and summer sales to July, generally still leave about 20% of the inventory, so we can not spend a year or so from design to sales, so we can not spend a year from design to sales, so the whole process will take a year and a half to end up in the hands of consumers. Where is the difficulty? The first is the high inventory. Agents at this level always have some friction with the company.

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< p > in this process, it will cause a lot of problems. The first time problem, in such a year and a half, when designing, in order to keep up with the pace of the times, it is actually very difficult, and the designer is very difficult. He can not predict what will be popular after a year and a half, so this is a long time to bring.

So every time we finish the design, we have to wait for the order meeting.

When the ordering meeting, production and work, so caused a lot of trouble.

Finally, to the marketing department, in the process of brand operation, and then to the agent, the brand operation to the agent usually takes ten days. The agent has to join the store for 15 days to 20 days. This time span is very long, and it will cause the final result either to do more or less.

Moreover, after the inventory has been finished, it will affect the sales time, and it will have to start the discount sales promotion. Brand loyalty and brand reputation will also have a great impact.

A vicious circle has been created for the entire brand.

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"P", so our clothes, children's clothing, children's clothing industry, often this problem, of course, I believe that because I saw many reports this year also appeared this problem.

Coupled with higher operating costs, plus our agent's mode, there are direct stores. We have made more than 200 direct stores, and are not as good as before. Direct rental stores are often unstable, and various taxes are relatively high.

We started thinking about these problems and began to make changes. In this case, we made some adjustments.

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< p > so in fact, this way, I think we are enterprise led, a sales mode, a business mode, first of all, I am the main, I request the next level management, our management personnel at most 400 to 500 people, I do children's clothing, management is now very difficult, can there be a better way to solve the inventory problem, inventory is the root cause of the time problem, the root cause of the time problem is that the original communication has no way to smooth.

The solution of tools must rely on information technology and Internet technology.

Because these are the only three ways to solve the problem of communication.

Then a new method must be adopted to solve such a mode of operation. Then the management from top to bottom is very tired and very difficult. Then I wonder if we can take a kind of resource that we stare at each other and stare at each other. I think we should turn the consumer into the core. The push from the top down to the top down is the fundamental resource problem.

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"P" allows everyone to be bound and get a mutual supervision.

Four brands, making four brands, I feel tired, because I can't manage four brands, so I really take these brands and their production industries, although we also have four production bases, factories are also very difficult to manage, and these people are not my strong points. So we take the factory contracting mode and develop abroad. The brand operators, producers, channel operators, our agents and consumers, connect them through a business management system we are working on, so that information can be communicated and pmitted in a timely and rapid way, to revisit every system including design system, production system, marketing system and subsystems. This information system brings all the brands of our company to us.

That makes these systems form a competitive environment. They compete with each other, digging their own gold together with individuals, connecting them, and working in a specialized division of labor, that is to say, our consumers.

Our designers must listen to consumers.

He did not listen every day, because he was not like me, and when I saw every little act of mine, they might not be conscious in this respect.

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< p > so since every block has to reach a system, it will reach different platforms.

In this platform, consumers are the core.

Our information technology is also the same on personnel management. We must use the information management tool now, and then connect them to each other. Everyone has everyone's business.

The design of the wave system, the ordering system, the production and supply system, and how we design it, we have built a design brand. We also see that many companies in China are doing this today, which is equivalent to his independent brand design. All of them can be designed online. After the design is submitted, the software will be submitted to our workshop immediately. After the partnership is completed, the order can be placed on our franchisee stores on the same day. It can also be placed on the line every day. The online review is also conducted on our online review, and online pre-sale. Everyone can participate in the sale of some special styles, and we can really talk about a 3D design technology. Through such a system,

A lot of people who have never made designs can design their own products, and then they can also distribute the design ideas to our stores, shop assistants and consumers. He feels that he feels like buying something that he wants, something he designs, which is more expensive and not good, and he likes it himself.

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< p > to do this design synergy.

In terms of production, I have just talked about four production bases of my factory.

So this is the base, the original base has been changed, what to do? We are engaged in the development of foreign countries, the factories outside our factories are the same, the price is discussed and the online contract is signed online, and there is the quality of the products.

Then it is production, not the original production, now divided into 7 factories, you do what you specialize in, our products are children's clothing, not so big, small, specialized, small and beautiful, and forming a production ecosystem.

Therefore, it is not professional at all. Through this way, we can make a production system that is tangible, if it is not bad, not only will our company's own car spots be eliminated, so in this case, a production system will be formed. In the aspect of sales, the core of consumer is to form a production system of marketing, we have resources, we have franchises, and there are various ways.

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< p > in this case, especially our branch offices, the management of many branches of our company is rather troublesome, though we are also two limited fingers, resulting in many problems.

So we are now like the pformation of our investment.

But one thing we have done is that we have already done some systems for agents to join, because we have already signed a contract with one year, that is to say, franchisees, single stores or online settlement, all of our capital trajectories are carried out through this reappearance, so we can store the digital stores of our stores through our network control, and are trying to do so. My future store will have a large touch screen, which can be taken away from inside to achieve these upward and downward integration, and I hope to make it all digital and virtual.

These technologies are also available now. We are talking about virtual fitting, trying to feel good and buying, not buying, floating windows.

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< p > in the management system, we have completed the personnel management system, that is to say, all the data we are in this database, every one of us, open your database at any time, you will find that automatic settlement, this settlement has been reproduced and settled, you do not mind, including our cooperation, how much you should pay to you every month, how much do you need to pay?

So they just do it.

Then these ways and means can achieve new consumption channels and new consumption patterns.

Finally, we hope that we can integrate the Internet and the Internet, because in 2008, we wanted to do this. It was a great effort, but at the time some technology was not too hard. This dream has been doing. I can't make it this year. I hope to get it done next year. Anyway, I hope to get him done in the past few years.

So we can basically do online ordering now.

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< p > this kind of mutual connection has another advantage. Our original production order, that single person, as long as you are flirting with it, will not be solved. There will be problems. Now we will be angry directly. Some customers have our franchisee to check directly on your product. Is there any problem?

We handed over to the quality supervision, others do not want you, not I do not want you, relatively little.

In this case, there are at least a lot of things. At least one thing, not all of them are looking for me. I used to find everything. I was very tired, and I was kind hearted and kind-hearted.

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< p > > so we hope to make this intelligent management system, hoping to achieve a fast design, rapid production, fast logistics, rapid sales, and fast capital turnover to reduce the cost of this link. Actually, I have also calculated that our original production mode to agents to stores, the logistics costs we generated are better than a few dollars, why do we need to do this, why not save it, and I think it is much more direct delivery by express delivery, according to the original way.

So the implementation of these methods is nothing more than hoping for a quick word, because the original way is slow, capital problems, capital turnover and inventory problems.

Because your inventory is slow, the production cycle is long, and the whole time is long, you have to spend every day, and the cost per day is very high. Three million days a day, I burned hundreds of thousands of days on the first day, so that slow will cause many problems in our clothing industry.

Although we have a lot of big businesses, we need to learn Zara and learn HM, so many conditions may not be able to achieve that, because it is all links, not one piece. If your whole mode has not changed, you will get out of trouble quickly and have problems. Only let everyone supervise each other, consider each other and put their stress down, then they will supervise each other, cooperate with each other and connect each other to form a connecting point with consumers as the core to achieve many things that our brand wants to do.

But I am very clear that in this child's clothing business process, this price cost is not low, all these have caused us to do some difficulties in children's clothing.

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Trial run, there are still a lot of things I have just talked about, and I haven't completely finished it yet. I haven't completely finished it. I can't completely finish it. If I can finish it completely, I can think about it. Of course, this way and this method are not always feasible. All of us here are experts and scholars. I hope they can give me a kind of particle. Then we will explore the scientific nature together, and explore what better ways can be solved in the future. Especially when we do children's wear, we need to have more styles, more colors, more sizes, and a little bit of which is not done well. 30%, if you don't do it well, you can do it. Only in this process can we solve many practical problems at present. < p > our system has been in operation for over half a year now. Last August and September, it was

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< p > > finally, I wish you good health and wish our Chinese garment industry more and more powerful and strive to realize the latest Chinese dream of our country.

Thank you.

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