The Secret Of Han Du Yi House, Red Collar And Shandong Ruyi Stock?

In 1995, Zheng Feng, who graduated from the top fashion design institute of China, returned to Shandong, but found that the Shandong garment industry did not need it at that time.

Talents.

At that time, Shandong garment industry most lacked the skilled workers on the production line, which lasted until at least the beginning of this century.

Nowadays,

The industry has sprung up a number of benchmarking enterprises in cotton textile, dyed weaving, chemical fiber, printing and dyeing, home textiles, knitting, wool textile, clothing and other industries, but it is still not a strong province of textile and clothing.

"Shandong textile and garment industry has a low level of industrial structure, relatively weak clothing design capability and relatively small brand capability, and some traditional competitive advantages are facing new challenges, such as the high cost of raw materials and the increasing dependence on foreign countries. Since the financial crisis, trade protection and technical barriers have increased, textile and garment products have been affected, and labor costs have risen, and human resources have been strained."

Liu Jianguo, President of Shandong garment industry association, said.

It is understood that the sales of textile and clothing products in Shandong are mainly based on OEM. There is still a certain gap between Shandong and Zhejiang, Guangdong, Jiangsu and other provinces in terms of brand building and creative design.

According to statistics, there are 12 famous Chinese brands in Shandong, 31 less than the first in Zhejiang.

How do we start from "making products" to "making brands", from "qualified manufacturing" to "quality manufacturing"? The first China (Qilu) International Fashion Week held recently held a gathering of representative garment enterprises in Shandong, Ruyi, Lu Tai, Yi Fa, Hongling, Han Dusi, Da Yan Fang, Lu Jin, Tian Yan, elya, Shu long, etc.

This fashion week is becoming a practice to build a brand exhibition and publishing platform, a talent exchange platform, a designer's trading platform and a resource integration platform for Shandong's clothing industry.

In Liu Jianguo's view, this international fashion week is the beginning of the comprehensive pformation and upgrading of Shandong's textile and garment industry. The Shandong textile and garment industry must be separated from the traditional large-scale factory production mode and extensive management mode which is processed by cheap labors, and will be pformed into a new industrial mode. The technology and management should be innovated and upgraded, and the supply chain must be integrated quickly and effectively.

In 2015, the Shandong garment industry association will jointly organize the second China (Qilu) international fashion week, organize and implement the three fashion events of the 2015 Shandong International Garment Fair (CHIC) Shandong exhibition and the 2015 China (Fashion) international fashion season.

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In 2014, "double 11" war, Tmall national dress sales champion was sold by Han dresses and sold for 279 million yuan a day.

This performance has an overwhelming advantage in many women's brands on the line of Tmall.

Zhao Yingguang, the founder of Korea's clothes house, looks at the beautiful battle of "double 11". It just confirms that the "single product whole operation system" with the product group system as the core was founded in the 6 years after the grinding of Han Du Yi house.

In 2006, Han Du Yi house started from Taobao small seller who acted as a purchasing agent.

In 2012 and 2013, Han Du Yi house won the first place in women's clothing sales platform of Taobao, Tmall, Jingdong, vip.com and so on for two consecutive years.

In 2013, the sales of Han Du Yi house amounted to 1 billion yuan, which was 30 times more than that of 2008, with an annual growth rate of more than 500%.

This "wind like" growth rate, traditional clothing enterprises are hard to catch up with, the secret lies in the business mode of e-commerce enterprises.

Zhao Yingguang said that during the 4 years from 2008 to 2012, Han Du Yi made only one thing, namely, the pformation of products group system, grinding team and business mode.

The organizational structure of Han Du Yi house is not like that of traditional clothing enterprises. The design, operation, sales and other links are operated by departments. Instead, employees are divided into groups of 2 to 3 persons.

The leader of the 3 group is responsible for design and research and development, one is responsible for making visual presentation part, and the other is responsible for inventory management.

In this way, the three party group is fully responsible for the personalized non standardized links of a product's design, marketing, inventory management and so on.

Each product group equivalent to the independent Taobao seller is independent accounting and self financing. Even the new trademark registration is led by the product group.

The group leader pays wages to members of the group, which is linked to revenue and sales performance, and because it can operate efficiently. The group size is basically stable in the 3 person group.

There are 267 such product teams in Han Du house.

As for production, logistics and customer service, the business department is responsible for standardization.

The biggest advantage of product group mode is to solve the problem of inventory backlog and improve operational efficiency.

Because the product group system can flexibly realize a small number of products, and sell products, which also meets the requirements of the electronic business platform for many styles of clothes and quick updating of products.

At present, Han dresses shed nearly 100 new products every day. It accumulatively sells more than 20 thousand clothing products every year. Under the condition that the traditional clothing enterprises achieve the 60%-70% sales rate, the sales of Han Du Yi house products reach 95% in the quarter, and there is basically no backlog.

To maintain the core competitiveness of the product group system and avoid "rapid growth and death soon", we must establish a huge flexible supply chain system, which is the key for those who are late and imitators to surpass the Korean clothing house in a short time.

"The marketing methods on the Internet may be almost the same, but the most important test is the supply chain."

Zhao Yingguang said that after 6 years of running in, the requirements of the Korean group's mode of selling products, small quantities and quick returns have been achieved through production outsourcing. In the country, Han dresses built a supply chain system covering fabrics, accessories and processing, and worked with more than 260 garment suppliers both inside and outside the province to adapt to the market demand quickly and flexibly, to control the quality of products, and to ensure that the products could be put into production quickly after placing orders.

The product group system brought Han Du Yi house into the "industrial 4 era".

The next step is to build a brand and become a popular brand fashion incubator.

According to the logic of Internet segmentation user groups, different groups of people adapted to the style and taste to cultivate more subdivision brands.

From the speed of trademark registration of Han Du Yi house, we can see its ambition to build brand.

Now, Han Du Yi house will apply for registration of about 8 new trademarks every month. Only one company registered by Hua Dian Trademark Office has registered more than 500 trademarks, and more than 1000 applications for intellectual property rights have been registered.

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Over the past two years, a judgment has been circulated by the Chinese clothing industry that all the stocks of all enterprises are enough to sell for 3 years on the market, but the red collar has achieved zero inventory.

Every suit hung on the red collar workshop is a product that has been sold, and it is a calculated profit.

In this factory with 3000 people, a custom tailored suit with no heavy weight can produce 1200 units a day.

These tailored suits contribute 60% of the red collar capacity, and 90% supply the US and European markets.

American guest David has ordered a suit dress through the American dealer.

On the same day, the volume division collected data from 19 parts of David, such as total shoulder width, middle waist position and upper arm circumference, in 5 minutes.

David makes a choice of over 10 styles such as fabric pattern, color system, chest pocket and so on. After ordering the details of your favorite materials, embroidery and other details, you can complete the order.

These customized data and orders are placed on the red collar order platform at the moment of placing orders.

In the red collar production workshop, there is a computer identification terminal in front of each workstation.

The data of David are automatically calculated and matched by the automatic plate making system of the red collar.

In charge of the first process of the production process, the workers observe the change of order in real time, check the more than 50 customization details in each order, and then input the David to an electronic label on fabric, embroidery, button quantity, buttonhole color, line number and so on.

After completing the version matching, the red collar data system pfers the information to the cloth department, and calculates the most economical tailoring method according to the length width ratio of the fabric.

Then, according to the demand of the David on the terminal displayed by the workers, the workers only need to put the fabric made by David on the cutting bed to click and confirm, and the machine cutting bed completes automatic cutting.

After the tailoring, the workers have clipped the already trimmed fabric and lining inside the hanging rack above the workshop, and the electronic tags attached to the customer information are also hung with these fabrics.

Subsequently, the fabric of David began to flow automatically between 400 different sized processes.

Each worker first scanned the electronic labels he wore before receiving the clothes, and processed differently according to the process standards and data displayed on the terminals such as pockets, sleeves, embroidery and so on.

Finally, all finished suits will be checked by 25 links to check whether the production meets the customer's detailed requirements.

Finally, David's suit was delivered to him by UPS air shipping 7 days after he placed the order.

The red collar huge data system has finally attributed styles and design to a combination of 1 and 0, which can meet more than 100 million styles and designs.

Therefore, even if David does not want to spend too much time on the choice, the red collar system can also manage the material data integration, automatically match the lining, suture, cuffs and so on.

The entire customized production process contains more than 20 subsystems similar to the plate making system, all driven by data.

And from the start to study and build this big data driven information process customization system to achieve all this, the red collar chairman Zhang agent spent a full 10 years.

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"Enterprises are the main body of innovation, and with first-class technology, traditional industries can also become sunrise industries."

This is what Xi Jinping said when he visited Ruyi group in November 2013.

As a matter of fact, it is precisely when Ruyi has grasped a technology of "Ruyi spinning" with its own intellectual property rights, it has made it possible to build its own brand from the role of suppliers of raw materials and garments, and extend the two ends of "smile curve" design, research and development, and market sales.

The scientific name of Ruyi spinning is "efficient short process embedded composite spinning technology", which can elongate one gram of wool into 500 meters.

This technology, which won the first prize of national science and technology progress, is not just to elongate and elongate wool.

More importantly, it has greatly expanded the scope of application and profit margins.