Shan Shan Guo Min: Pushing The New SHANSHAN, The Strong Layout Of Chinese Fir Is Fast Fashion.

At the 2016 wind and cloud meeting,

Guo Min, assistant president of clothing, the theme of his speech is Shanshan's vigour: pushing the new SHANSHAN Shanshan strong layout.

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The following is a summary of the speech.

Many people think that the fir is a western suit.

Plate, our company also has new energy sources, including new energy vehicles. New energy should be second of all in Asia and cars. In addition, we also have outlets. We currently have six orlie, and Ningbo can do about 1 billion of the marketing. The Chinese fir is one of the largest shareholders of Shen Tong. It has been over 100 billion from the market value, not the traditional clothing Brand Company.

Let's talk about Shan Shan, we return to the boss's feelings, our boss is made of fir clothing, he said this year to vigorously develop the fir clothing, so we go back to the main block, let's take a look at our Shanshan clothing pformation road.

What is the way to change?

First of all, revolution. We all know that our fir is the first equipment to be made in western style clothes, the first imported German equipment, and a suit. Now, about one thousand or two thousand of the Chinese fir is planted, and one hundred million and twenty thousand of them are made. How do we deal with the continuous key now? What are we going to do? So we first chose the revolution. We used to go to the top ten times, seven to eight times is a common phenomenon. Our new fir, multiplied by 2.5 times, and one 800 yuan before, is now selling 193293, revolution, giving profits to the market and giving it to consumers, this is the first.

Customer zero inventory, inventory do not assume that you, many of our owners to open a shop to shop is also very painful, we do not need you to keep the shop now, we do not have to guard the shop, all the salaries and salaries, structure, good management, all we do, you are just a pure investor, this is our downstream customers, we set up a direct camp for the upstream, my suppliers can see my sales data every day, my shirt, my suit, you can see several clothes sold, we call franchisees, our suppliers, including all our fabric suppliers, can see the sales of each product, we can see the sales situation of each product, and then we also carry out direct management in the upstream. Secondly, inventory. We used to make clothes for ordering system, what is the most painful thing to make clothes, stock, we give all.

I think the real competition of the clothing industry in the future is the competition in the upstream supply chain, that is, your factory, for example, producing one hundred thousand pairs of trousers, all of your processes and orders are arranged for me. Where do you build factories? My assembly line is according to my requirements. If I have an average pair of trousers, if I save ten yuan, then my competitiveness is very great. Now we are running and managing the upstream and downstream businesses, which is essentially different from the traditional clothing brands.

The customer is a Japanese knot, and every day I sell a piece of clothing, second days, I will put the money into your account. Our company can say that the fund is very, very well-off. This mode I think from the direct management, sitting in the first party, I think we can do this according to our idea. We have been doing it for a year. In September 28th last year, the first store started, we October 1st this year, 102 stores, year-on-year shop, our old shop is made by Chinese fir. The gross profit margin of our single product is 20%. We not only solve the retail problem, but also have goods, and there is no stock, this should be the very core issue of the clothing industry now, that is, revolution. Besides, what are the advantages of this type of management?

I think consumption should return to reason, and products with super cost performance should be sparkled.

Do you know how much money suits western style clothing now? 580, wool, and 680, this kind of value has great damage to the market. What is revolution? I think the real product is the best. Why do consumers go shopping in e-commerce? Why are micro businesses so good, cost-effective, cheap, good things, cheap, ah, I am now returning, I do this, I think this is the core of the most critical point, China's clothing is too expensive.

You see, we now have sixty billion inventory in 2015. We have counted the stores of various companies. When we discuss the meal at noon, we may be bad news for our Party A. in the future, there will be fewer and fewer brands in China. In the future, there will be more and more complex businesses in China.

We all know that the ZARA boss is ranked second in the world and third in the world. Has China appeared in the top ranking of clothing executives? Not yet. The top one is ranked first. Last year, one person ranked twenty-fourth. I think that in the next three years or five years, China is already ranked the top ten, the first five or even the first. The clothing industry is not missing. We take the retail data, and our brand's income is getting smaller and smaller. Why? Because every time a ZARA comes out, every HM comes out, and every uniqe comes out.

If sales of 200 this year mean that China has lost several twenty scale platforms, it means that no pformation can not be done, no reform can not be done. You see UNIQLO, now three hundred and fifty stores in China, if we break through one thousand houses, let's see how many enterprises in China will disappear, and your share is directly stolen. As China's first listed A share company in 1996, our boss said we have the obligation to lead China forward.

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No reform, no innovation, a dead end.

I said what is important in reform, not that we do not know the mode, do not know the method, do not know, the most important is the decision maker's determination, why so many brands in China can not be pushed out because of lack of determination, three steps and two steps, swaying, shaking, and then ending.

We can see that these small brands are very popular these days. You can see them very often.

Overall, I think this is the case. I have two hundred goals this year, three hundred to five hundred for the single store, six hundred times for next year, about 1200 to 1500 for the next three years, and about 7 billion for the next three years. We have expanded the personnel channel for more than 100 people. Our boss has great determination and the market will definitely break out in a short time. Because fast fashion, you must go to the forefront at the fastest speed. If you run slowly, you will eventually die. If you do not have channels, you can not reach the one thousand stores at fixed time, or when you shop at the stores, you will not benefit from the background when the stores are finished. This is a very core issue. Let's talk about the channel, the product mode. I have just talked about the three topic. Let me talk about channels. I just heard about making fruit.

So in three years, our mission is 1500, I went to Shanshan in March 1st, and now I have more than 150 stores. I want to make Shanshan become a miracle of this channel again in Ningbo or China's men's wear market. They asked me why I went to fir, I said that there was money in Shanshan, and second brands were good. Third, I can see this pattern. It must be the future. Fourth Ningbo is not short of a good product company.

It depends on whether those of us can do it, so I think the channel should be fast, and 2000 or 3000 shops under the line will be a day's time, especially for clothing.

If you take a close look at the Internet industry, women's clothing has not yet been collectively ensled, and almost all the brands of men's clothing have fallen into the trap. No, the top ten can't find it. Our fir is sixth on the Tmall, and the top ten do not see what the tide brand means. We often go to the whole channel. I think many companies, many enterprises are not suitable for the whole channel. First, make your first channel the best. For example, you make clothes, at least three thousand stores nationwide, the heaven cat, Jingdong, go up immediately, do not rush to do so many channels, we do not have so much energy, we do not have much energy, we play the first channel to the extreme, very good, very simple, very fast.

Because we see that the top 10 brands of the double ten clothing brand are all traditional.

System, I saw a teacher today, made a systematic, I will consult him after the meeting, we are also doing it now. We are doing it now. We are researching and developing. We invited a software team in India to help us do it. I saw him in the morning, we knew it earlier, we asked him to do it. I think the core issue of the future system is data, because our company is full of big screen, how many stores to be seen, and how to decorate it independently.

Team, people, and ultimately I think we still need a lot of people to do this thing, I have an inspiration, with you one or two minutes to talk about, a very large clothing company in China, the market capitalization is about fifty billion, the person in charge of marketing is not marketing origin, is HR out, to people, many of our companies do not call personnel director, are all human resources department, so the importance of people, many of our companies do not pay attention to, we are also reflecting on this problem, we should pay attention to people.

Zhou Dafu and I saw a very important thing called ISPA. I think adding a international is the definition of Shanshan brand.

Finally, let's take a look at dignity from strength, now 102, and then open thirty shops during the national day. We are not particularly fashionable. We should see that G20 has done it. I think brands, money, products, patterns, and talents are the fundamental reasons for deciding whether a brand can go forward. I think you will not be killed today, and you will be promoted by others next year. I feel that I am reborn with suicide.