The Unique Organizational Structure Of Japanese Clothing Brand Is Worth Learning From.

The unknown connotation of Japanese clothing brand management

Japan

The connotation of management is unknown: its unique organizational structure.

This is the interior of Japanese clothing brands, such as UNIQLO.

First look at the organizational chart:

1. The positioning of Japanese clothing brands is as follows:

1. head of department: formulation of indicators

2. brand directors: the next direction of the brand, what kind of brand to present a year later, more time outside, information collection, brand strategy

3.MD: left hand abacus, right hand Aesthetics

4. designers: understanding the lifestyle of brand customers, designing products under MD's commodity planning

5. regional MG: intelligence information pmission, management of shop personnel

6.VMD: must understand the brand's product structure, product efficiency, inventory efficiency.

7. sales promotion: marketing planners, promotion projects

8.DB: increase sales rate of positive price products

1. the organizational structure of a company is divided by functions rather than by departments.

We see that the organizational structure of domestic brands is usually presented in the form of president office, marketing center, supply chain center, logistics center, R & D center, image center, self operation Department, franchise Department, design department and so on. Individuals always feel that they are not particularly good. As to where the problem is, they always fail to make it clear. Later, when they tell me that the organization should be divided according to their functions, I have some ideas. Until I see the schemas of the old lady in Japan, I think I understand the core reason for the more efficiency of the Department.

2. shops are the core of Japanese brands.

All around the shops, shops can find the answers to all the questions. In our domestic brand shops, the same is true. Usually, look at the management level and development of a brand, do not look at the brand.

And fashion show, but to see the brand shop; there are many brands of exhibitions, bright, shop performance is rough.

3. all departments should look around the shops to find jobs.

Store is a window to connect customers and brands. It is also the reason why shops call terminal. It can directly get a lot of information from consumers, and provide direction for various departments in the backstage. Once a small brand owner is very interesting, after seeing a shop centric picture, he asks the store manager to understand the next circle of goods, display, production, logistics and so on, so that the store manager is pressed by the mountains and does not perform well.

4. product determines brand orientation.

As you can see above, we can see that the person responsible for making brand direction is called "brand director", which belongs to the commodity planning department. That is to say, the brand image is product oriented rather than the decoration direction of many domestic brands. Recently, there are brand names such as CHANEL, DIOR, FENDI and so on. It is found that whether Carle Lagrange is in FENDI, or later she entered CHANEL, or the 21 year old YYR Saint Laurent successor DIOR is responsible for the design, which brings new product direction and brand image changes to the brand image. Carle Lagrange Phil and Eve Saint Laurent are not only the chief designer, but also at the same time.

In other words, the product is the basis of the brand and determines the direction of the brand. In contrast, some domestic brands, after spending money on developing new images, and even after some brand new images, look at their products, and find that the two have no half money relations and have to redevelop them.

5.MD is the role of merchandiser and buyer.

The Japanese old lady's annotation to MD is the left hand abacus, and the right hand aesthetics. You should not only know whether the clothes are nice or not, but also know how much they can sell, how many different kinds of parts and so on, and so on. They need to take account of the factors such as past data and this year's target. This is also applicable to the head of the commodity Department of the franchisee. When purchasing the buyer, it is a buyer, and it is the boss of the commodity department. The buyers of a few brands in China often have only one hand, often buying goods in Tokyo, Milan and Paris.

6. the positioning of the designer is very accurate.

Their commentary on the designer is the understanding of the brand customer's lifestyle and the design of goods under the MD's commodity planning. They think that these two points are very accurate. If you want to design your products in line with customer positioning, you have to know enough about your customers. Designers are not enough to draw pictures in the company. You need to go to shops and even talk with customers, so that your design can meet the actual needs. Second, design goods under MD's planning.

How much money do you need to design products in a certain range? How many pants are there? How many shorts are there? There is a need for data support, so who has the data, and the left hand abacus's MD (Commodity Team) has it; once there was a brand, in order to complete the matching in the goods bar, the number of trousers and skirts accounted for 35%, and the sales of the lower garment accounted for no more than that, resulting in a large backlog of backlogs.

The positioning of 7.VMD is also quite accurate.

We must know the product structure, product efficiency and inventory efficiency of the brand; that is to say, VMD or Chen Chen Shi, far away from the shops is not good. We must understand the structure of the products, and the sales and inventory situation, that is, the efficiency and efficiency of their products, so that they can better and better do the store display. So, the teachers think, do you still think about increasing the rate of entering the shop all day?

8. the core function of the DB is to pay attention to the sales rate of the positive price products.

The DB here is actually similar to some brands, which is responsible for the allocation and integration of goods. The focus is on the production and sales rate of new products. The profit is the highest when the price is selling, the higher the sales rate is.

The more money it makes, the value of the Commissioner of goods. Once asked a Commissioner for goods for 3 years, she thought her core duty was to pfer goods.

9. there is no promotion department in the framework.

The promotion department may say that they do not have the promotion department, so the Japanese brand is not too famous. You can say so. If you can say so, what I want to say is that even if there is no effort to do the promotion work, the brand can also be developed. The store is the core of the brand, and the shops are well run, and many things will be done well, and the profits will be high. There will be too many things to do, and of course, including brand promotion. A domestic brand will sell nearly 400 million per year, but their boss can sell 400 million yuan a year for the sale of the local brand. There are not many brands in China.

Of course, Japan's land size is small and its brand size is not large. Their contents are not necessarily good, but Japan's

It is decades ahead of China, and experience and methods must be in front of us.