George: Change Begins With Thinking And Understands The Balance Between Speed And Speed.

The successful listing of A shares in April 22nd can be regarded as a very significant answer submitted by the singer in 12th Five-Year.

The first semi annual report shows that both the turnover and net profit increased by more than 10%.

Over the past thirty years, Chinese garment enterprises have achieved success in China from the quality of competing products, to the gradual importance of creative design, and to the improvement of management level.

The jungle's luxuriant landscape.

But today, these are far from enough.

It is precisely aware of this point that in recent years, in keeping with the garment industry, in recent years, in her recent years, she innovated from the fundamental mode innovation, and applied microelement operation principle, talent training plan for establishing horse racing and echelon mechanism, and the continuous absorption of knowledge in the past ten years, which has created a distinctive women's clothing enterprise.

For the upcoming "13th Five-Year", the innovation of modal innovation has brought about the starting of endogenous power, and will lead the brand to continue to think independently and break the possibility of China's high-end women's clothing going to the world.

Building brand architecture in 19 years

Located in Shenzhen Tianan digital city innovation science and Technology Plaza, the "bright and bright" is the direct impression of many people on this headquarters, probably because of the elegant interior decoration and the open office environment of various departments, perhaps more because of the spillover quality of employees.

In the subsequent interview, the reporter got the answer: establishing a happy culture is the main measure to increase cohesion and stimulate innovation power.

And this philosophy of management is deeply rooted in the development of 19 years.

The persistence of a designer

"The ultimate escalation of industry is the upgrading of the boss."

Recently, such a view has resonated with many people in the industry.

Then, speaking of the gradual development and maturity of George's, we should start with Xia Guoxin.

In March of this year, Xia Guoxin threw out the question of "is the clothing industry worth sticking to?"

In the clothing industry's leading China fashion conference, as the vice president of the China clothing association and chairman of Shenzhen song's clothing Limited by Share Ltd, Xia Guoxin gave the answer through a lot of data and rational analysis: China's clothing industry is developing rapidly, promising, the current difficulties are temporary, and China's clothing industry is worth sticking to.

Xia Guo Xin has made a lot of China.

The family's persevering feelings, and looking back on his experience of starting a business for 19 years and keeping his business, can not be separated from the two words "stick to".

Back in 1993, Xia Guoxin, who is the founder of the song's brand, has just received a master's degree in clothing from Tianjin Textile Institute. He went south to enter a state-run clothing enterprise to do his design work. In second, he moved to the market department under his active request.

In the meantime, he put forward an idea of making ODM for the brand to an international brand: "I first design and show them, then decide not to place orders, which is zero risk to them, and to me is a good chance to test their design level."

From fabric selection to making garments, Xia Guoxin did it all by himself.

The market demand feedback is far greater than expected, which let Xia Guoxin see the high added value of high-end women's clothing.

So in 1995, Xia Guoxin resigned resolutely and created the brand of singer first, and locked the elegant high-end from the very beginning.

Positioning in a shopping mall called Shenzhen women's world opened a brand store.

In 90s, local clothing design just sprouted and clothing sales mostly focused on wholesale.

It is precisely this kind of decision and subsequent persistence that makes it difficult for her to walk on the road of brand positioning, pformation and upgrading that many women's clothing brands have to face.

Finding balance between fast and steady

The next development is steady and fast. In Beijing, Shanghai, Shenzhen and other major cities, the store opens its annual turnover.

But in the early twenty-first Century, with the rapid development and the doubling of brand turnover, the annual growth of 50% was only mediocre.

However, this did not let Xia Guoxin "get anxious and get angry". Instead, it was his intention: "too fast and unstable, keep this speed, and make products, management and image improve."

Even now, Xia Guoxin's requirements for every store are still harsh.

In the early days of sensitive listing, only 23 stores were eliminated in the first half of 2015, and 10 new businesses were opened.

"The steady development of George's is inseparable from the strict screening of distributors."

In addition to investigating the team and understanding its terminal management capabilities and financial strength, he thinks more about brand management.

"Since it has been done, it will be one of the best in the region.

Some distributors did not achieve their expectations in terms of brand publicity and image building just to make money. When the contract expires, we hope we can give him another chance, but his attitude is always very determined.

In the first half of 2015, under the premise of a decrease in the number of stores, the company realized more than 10% of its revenue growth, which depended on the steady increase in the number of customers.

"The original customer is about more than 20 thousand, and now it has increased to more than 70 thousand. The more than 70 thousand core customers are only the statistical results of the company's Direct stores."

According to Shenzhen song's clothing Limited by Share Ltd Dongfang blue land introduction, the first half of the company's sales increased by 14.26% over the same period.

Be a spectator who knows how to accept and put.

In the early days of the development of Xia Guoxin, almost all of the design work was done, and everything was done in an intimate manner. This is indeed a common problem among many entrepreneurs in the clothing industry.

When a boss feels tired, he often receives complaints from his employees.

Xia Guoxin knew in his heart that it would be impossible to go on like this.

As a result, he came to learn management from the clothing department.

From the management training class to EMBA, several years of learning have brought him to a new height in the later stage of company management.

Subsequently, these management thoughts ran through the development of ten years.

Xia Guoxin now knows the art of decentralization. After hiring talented people from all walks of life to manage the company, he is more like an "onlooker".

I will not go to see where the company opens. Even if a shop needs to invest tens of millions, I will fully believe them.

But in terms of talent control, he is very strict. "Even if a company comes in, he will have to go through my final interview."

Even with the best design, Xia Guoxin learned to let go.

Recruit designers, hire design consultants from abroad and hire craft masters from Taiwan and other places in China.

In 2004, she introduced Jean Paul Gaultier, the R & D director of Yves Saint Laurent, France as a brand design consultant and had a profound impact on her style.

In 2007, the company increased its R & D investment and promoted it.

The strategic consideration of the class has raised the price of the product by 30%. What many people can't imagine is that the sales volume has not been reduced because of the increase in price. This also means that the brand operation of the company has entered a new stage and already has the strong bargaining power.

And soon in Beijing, new light world, SOGO and other shopping malls, become the same tier sales of the brand.

In 2009, the global Private Equity Firm Carlyle Investment Group announced that it would invest 150 million yuan to the group.

Carlyle, the chief executive of the Carlyle, once said that the business model of George's is very special. They can maintain high profits, but not fast growth, so that they can maintain the brand's long-term growth.

In April 22, 2015, in 2015, the singer first appeared in the Shanghai Stock Exchange as the first woman dress listed company in A shares.

Recently, the company's first semi annual report shows that 1~6 has achieved a total operating income of 360 million yuan, an increase of 11.5% over the same period last year, with a net profit of 65 million 720 thousand yuan, an increase of 11.7% over the same period last year.

Far more than the same period of the national business information center statistics, the first half of the country's major large retail enterprises clothing retail sales of 3.7% year-on-year growth.