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Interpreting The Diversified Operation Of The Clothing And Love Group

2014/1/12 16:43:00 45

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Clothing And Love Group Brand Diversification Operation Way

when it comes to the familiar clothing brands of department stores, you may not be unfamiliar with clothes and love.

Since the birth of the first ladies' brand "E-land" in Korea in 1980, the clothing and love group has become the largest fashion circulation brand in South Korea. It has 100 brands, covering five major industries: clothing, food, leisure, entertainment and vacation, and has 7 business groups worldwide.

, as an important part of the Korean enterprise's globalization strategy, clothing and love China has been committed to the innovative knowledge management system and the safe wealth management mode, explaining its unique brand value to Chinese consumers.

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1994, when clothes and love entered China, at first it was thought that Korea was the substitute for processing.

20 years of business accumulation has made a series of clothing brands, such as eland, teenie weenie, scat, prich and so on.

"clothing and love has a clear brand positioning in China, and product line diversification will have great potential in the future."

Yao Jiazhen said that the real value of clothing brand is that it can give every brand its own different story and beauty through design, and has long-term vitality.

Therefore, in recent years, clothing and love has been buying brands constantly while creating brands, striving to diversify brand management, and constantly seeking new stories.

up to now, there are 37 garment brands in China, including women's wear, children's wear and men's wear. The industry covers from the low end to the middle and high level.

Apart from that, clothing and love is also strengthening cooperation with international famous brands. At present, China has obtained the NEW BALANCE and the US KATE SPADE's Chinese management agency, and has accelerated the pace of acquisition in Europe and hopes to enter the Chinese famous brand market.

At the same time, paying attention to the brand maintenance of P is also an important yardstick for most multinational enterprises to establish their brand.

Yao Jiazhen said that companies usually carry out scissors or defective products for more than three years of inventory, low price or unsalable clothing.

"Brand is always the first place. If the brand is recognized by consumers, all designs can be endowed with the meaning and value of the brand."

in China, the development of the entire garment industry has its own characteristics. In order to quickly raise capital to achieve the purpose of expansion, the regional agency and joint venture mode are popular. Subsequently, many unfavorable factors such as stores and channels are difficult to control. The inventory and asset management of each other are very difficult problems. The negative impact on the brand can not be underestimated.

"so far, the 6800 shops of clothing and love in China are basically direct battalions, and only a very small number of remote areas have introduced the mode of agents.

In spite of the high cost, direct management of inventory can be controlled, and the most important thing is that brand value is maintained by itself.

Yao Jiazhen said.

"however, the biggest obstacle to the management of clothing enterprises is the protection of intellectual property rights."

Yao Jiazhen said frankly, from the perspective of market sales, the future of China's clothing industry may be good. Maybe the future electricity supplier will occupy a certain share, but the clothing intellectual property rights need to be protected, because the concept of design is the most important.

And China's overall design capability is only promoted to focus on brand establishment and operation itself. It is no longer a source of capital, and the garment industry with "Chinese elements" can be developed.

clothing and love in China's future development path can be said to follow the "Korean model" and completely replicate the experience of the Korean market.

It is not just the diversification of the clothing industry. In recent years, clothing and clothing have begun to try to lay other industries in China.

At present, clothing and love has launched a buffet brand in Shanghai and opened 3 coffee shops. At the end of last year, it bought Guilin Sheraton Hotel, laying the foundation for China's tourism industry.

clothing and love's "crisis management" consciousness: Safety + preservation value

for Korean multinationals who have expanded their business through establishing multiple brands, clothing and wealth management has its own unique content.

"Cash managers must have the sense of" crisis management ". They should use a questioning eye to observe every stage of development and every business link in order to ensure the safety and preservation of assets.

Yao Jiazhen said.

Yao Jiazhen explained that the most important concept in the concept of crisis management is safety.

The first is to ensure credit security, including inventory, receivables, payments, the entire supply chain, and brand and staff safety. Second, to ensure investment safety, although the company has grown to a certain scale, the group's current investment, including real estate projects, mainly focuses on the development of the main industry, and the short-term idle funds are mainly used for investment bank's guaranteed financial products, so as to adapt to the growth of money prices and consumer prices simultaneously, so as to realize the overall value preservation of enterprise assets.

under the backdrop of China's economic slowdown, the overall contraction of the consumer sector has become a reality.

Since the beginning of this year, the retail sales of major department stores are flooding the whole retail market, but the love affair with China has maintained a slight growth in adversity.

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< --EndFragment-- > in fact, after 08 years of financial crisis, based on security considerations, clothing and love China did not expand as much as most Chinese enterprises.

Yao Jiazhen told reporters that clothing and love had experienced two financial crises in South Korea. The group has been very cautious about cash management requirements, and clothing and love China has been preparing sufficient cash since 2012 to prevent larger cash flow fluctuations.

"Maintaining the company's current health is very important, because the coming of the crisis will also be accompanied by the appearance of acquiring company. Therefore, coping with crises requires caution and boldness, and we should seize the right opportunities."

however, due to policy constraints, financing difficulties have also become a major problem faced by foreign-funded enterprises in the process of international operation.

Clothing and love is a typical lightweight asset operation company. Cash flow is the biggest advantage. The credit loan mode is becoming a new financing channel and gradually recognized by the banking industry.

At the same time, Brand Company successfully entered the interbank bond market in 2012 and became the first foreign company to issue medium-term notes.

Yao Jiazhen said frankly, with the gradual opening of the financial system, in the policy permissible range, clothing and love hope to try to cooperate with more financial companies.

In addition to P, Yao Jiazhen believes that raising the cash flow management through the supply chain already has the possibility of realizing the preliminary framework, but at present it can only be limited to the cooperation between single bank and single bank under the single supply chain.

In Yao Jiazhen's view, the core supply chain management of any bank should be based on credit management, truly embedded in the enterprise, matching services according to the needs of the enterprises.

"The first step towards financial marketization is the pformation of the concept of financial services, that is, the pformation from selling products to selling services, which is very important for enterprises, and the Bank of communications has made rapid progress in this regard."

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the rapid expansion of clothing and love in China also brings difficulties in fund management.

Because of China's strict financial control, multinational enterprises can not follow their established thinking in Europe and America or South Korea. "So far, the most important core of fund management is concentrating management in China as far as possible."

Yao Jiazhen said.

< a href= "http://www.91se91.com/news/index_c.asp" > clothing and love < /a > has more than one hundred companies in the whole country, with 300 management accounts, and its brand operation mainly takes sales as a major source of capital turnover.

In 2011, clothes and love began to cooperate with Bank of communications and chose the two level account of "Yun Tong account". Through establishing a core pool of funds in Shanghai, we adopted the cash management mode of two lines of revenue and expenditure, relying on the nationwide service network of the bank to centralize the cash management of all stores.

in Yao Jiazhen's view, the greatest significance of using the "Yun Tong account" in the bank is to sort out the cash flow in all parts of the country and centralization to the unified management of the headquarters in Shanghai, so as to control and plan the total amount, so as to lay sufficient cash for the whole operation of the enterprise.

At the same time, the use of SWIFT message can easily meet the basic needs of the bank's cash management system.

Yao Jiazhen said that SWIFT is internationally accepted message pmission guidelines, and the possibility of docking with foreign currency pactions in the future is currently widely used by multinational companies.

The whole system has great plasticity in the future. It can be interconnected with the people's Bank of China, and does not need any infrastructure construction, which greatly saves the cost of the enterprise.

however, Yao Jiazhen said that due to the imperfections of China's industrial and commercial tax system and local protectionism, it will lead to some mandatory requirements when it comes to cooperation with some suppliers or department stores, which is usually reflected in finance.

Therefore, it is very difficult to complete the cash management of single aggregate, and still needs a lot of negotiations, which stride across many obstacles.

in addition, in terms of the efficiency of the use of enterprise funds, the clothing and love group has "three passes" to maximize the cost control of enterprises.

Yao Jiazhen told reporters, "first of all, we have the concept of" internal bank ". Every month according to the past performance of the brand, we need to mark the past performance and expand the cost according to the current cost demand. The second way is to collect and manage the three departments (Strategic Planning Department, capital department and Finance Department) for credit management, especially the advance payment, so as to reduce the prepayment of the expenses as much as possible. Finally, all employees' personal expenses and business expenses need to be explained by reasons, and in the system, they can be confirmed by two department heads, so as to ensure the rational use of funds.