Ordos Brand Pformation Two Years Achievements Geometry?

In June 2018, the Ordos brand division held 18 autumn and winter media preview and 18 autumn and winter opening sessions of the national sales system. With the coming of new products this season, Ordos brand redevelopment will officially enter third whole year.

In other words, the Ordos brand pformation has gone through two years of her new life.

What is the result of Ordos brand pformation in the past two years?

"We have thoroughly realized the brand family and brand image, realized the deep remodeling of the brand operation system and organization, realized the substantial and stable growth of the performance, and realized the win-win cooperation between the market and the business. Today we are at a new height and starting point."

Wang Zhen, vice president of Ordos holding group and general manager of brand business department, was full of pride in the June 12, 2018 Department wide communication conference.

Three key words of pformation achievements:

"Reinventing and win-win"

Huan Xin: at the external market level, brand family and brand image are thoroughly refreshing.

The 4 brands are getting clearer and clearer in brand positioning, product and image building, and receive positive feedback from all parties in the market.

China Trademark Gold Award (jointly promulgated by the World Intellectual Property Organization and the State Administration for Industry and Commerce).

First prize of national management innovation (issued by NDRC, SASAC and China Enterprise Association);

Rahm Charles LAN Management Practices Award (Harvard Business Review)

Remodeling: internal organizational level, brand management and operation system, deep remodeling.

On the basis of the original single brand operation team, the multi brand segmentation management and collaborative operation system are rapidly built up, and the end-to-end brand management capability is constantly strengthened. It supports Ordos's four brand image from inside to outside.

New brand BE, new business electricity supplier and OLE business, new functions such as commodity planning, Lingfeng and retail experience, CRM member management and business development and other weak links, have completed the foundation system construction, and entered the track of continuous learning and upgrading.

Win win: market performance and business development level to achieve win-win results.

ERDOS and 1980 two main brands, whether online or offline, whether in direct marketing or in the distribution market, achieve two digit growth every quarter, and the indicators such as positive rate, selling rate and inventory turnover rate are also improving.

BE is now among the top brands in China's retail channel.

Electricity providers and OLE business have brought the advantage of late development, achieving eleven double achievements.

Overall, in the past 2 years, the brand revenue has increased by more than 12% a year, and the profit has reached a 5 year high last year.

It can be said that the upstream and downstream departments of the brand division have achieved win-win results in mutual trust and cooperation, and have also made a good start for the next step of optimizing the supply chain of the brand, the integration and development of the dealer market, and the deep interaction between the brand in the new retail environment and the channel side.

The pformation of the brand in the past two years confirms a truth, the right direction has been chosen, and the thing has been done correctly, and the result has come naturally.

Challenges of fashion consumer market

Challenge: brand competition is more intense.

China's fashion industry began to recover from the autumn and winter of 2016. After a year of thorough recovery in 2017, it has clearly entered the rising channel, and also indicates that the brand competition is more intense.

First, the emergence of new brands, whether the existing brand new mature brand new sub brand / sub brand or young line, or cross border access to pure new players, in the past year, the market is common.

Two, almost all brands at home and abroad are being pformed into younger ones, especially the concept of "millennial generation", which has become a new territory for international brand giants to lay down their strength.

The three is the upgrading of the fashion industry competition mode. The online and offline marketing and consumer experience have been deeply integrated. The new retail mode of digitalization and ecological operation will promote the rapid evolution of the competition in the fashion industry, and the cross-border competition and cooperation will become inevitable.

Focus on future work of brand

Five forces cooperation, promote the brand pformation continued and deepen landing, more distinct and different brands of Ordos brand family, grinding the core competitiveness of each brand in the market.

Brand power is the force that we need to focus on.

The Ordos brand family brand should not only maintain the full coverage of the market, but also constantly carve out and constantly refresh every brand, maintain brand vitality and enhance consumer brand awareness.

In the short term, we should divide the brand into a scientific and meticulous plan and implement the foundation of business growth.

1436 brand: we must strive to create the ultimate cashmere brand connotation, explore the relationship between cashmere and art, redesign the design style and product line;

ERDOS women's wear: we must continue to maintain the leading role of creativity and design, and enter the forefront of Chinese fashion ladies' wear.

ERDOS men's clothing: relying on modern design and product style, we should quickly open up the mature men's wear market in China, focus on expansion and operation, and form brand influence.

Ordos 1980: while expanding the channels of clothing, we should act as cashmere channel innovators on valuable cashmere channels, and continue to serve the consumers of Ordos with new brand images and products.

BE: on the basis of the successful launch of women's wear, we have begun to try independent men's wear shops and larger male and female stores to prepare for the next image upgrades.

Erdos kids: to focus on cashmere products in autumn and winter, we will start the design and development of spring and summer products, and create a brand of children's clothing with outstanding advantages. At the same time, we will actively explore the feasibility of opening stores independently and entering the children's wear market.

Long term goal: we must form a strong brand synergy on the basis of accurate positioning and distinctive style, constantly lead consumer demand, and create brand value.

Commodity power: a unified management system is established on the national commodity operation to explore and establish a new commodity operation system under the brand business mode.

A commodity management and operation center will be set up in PMO, which is responsible for the whole chain commodity management and operation, from planning, grouping goods, ordering, to new goods operation, to stock operation, and full channel synergy, to achieve quantitative and qualitative links between commodity management and market planning, and sales management, and brand image management.

In the future, we must continue to explore and enhance the effectiveness and operational efficiency of the overall supply chain management and enhance the brand profitability according to the changes in the brand business mode.

Retail Power: terminal operation and retail experience are the last mile of brand building.

At the beginning of this year, the focus of our management is more and more placed on the landing management of terminal operation and retail experience, and we strive to enhance the comprehensive presentation power of brands in the terminal.

Channel power: we should implement the dealer integration and development strategy in key markets as soon as possible, and the dealer's survival mechanism will start. A more systematic dealer selection and retention system will soon be implemented.

The channel development and management strategy and management system of sub brand are the core competencies needed for brand long-term development. Different channels of different market positioning, how to manage and evaluate store operation and value need to be explored with the interaction between brand and market.

Support power is the foundation of the above four forces.

Behind it is the design of the organizational structure, the development of talents, and the construction of digitalized information capability.

Specifically, this requires continuous optimization of brand organization structure and talent structure, effective encouragement, training and retention for core posts and professionals, and building a brand culture and fate community to ensure organizational innovation, vitality and sustainability.

The core concept of brand development

Always take the market and the consumer as the center, take value creation as the criterion, constantly change the external changes, consumers, channels, and competition changes into the changes of the enterprise's strategy, organization and operation mode, and promote the continuous innovation and innovation of the organization and employees.

We, WE, is the future.