Layout Quick Response, Liu Wei Talk About How To Make Women'S Clothing Down In The New Retail Era.

In order to carry out Made in China 2025 "strategic deployment, to encourage Chinese clothing quality manufacturing enterprises to pursue excellent quality, and continuously enhance the brand value of enterprises and the overall image of Chinese clothing brand. The Chinese clothing quality manufacturers alliance first selected ten high-quality manufacturing enterprises in the alliance, and through a series of measures such as exclusive interviews, field visits, industry coffee evaluation, and so on, it deeply excavated enterprises in design, research, production and manufacture. quality Innovative ideas, methods and paths of the whole process of management, marketing services, and so on, to create new models and new models for China's garment manufacturing in the new era.

Located in the beautiful fashion capital, Hangzhou, it has the leading independent original designers in China.

Set design and development, independent production and brand marketing in one, adhere to honesty, quality first.

Deduce fashion, light luxury, free women's down clothing brand.

Today, let's go to Hangzhou Huaining dress, general manager Liu Wei, understand more stories behind his company and brand.

The following is an interview:

Reporter: please talk about your business philosophy.

Liu Wei: I think the first is integrity, because only good integrity can win more customers and more customers. Secondly, we must fulfill the order in time and quality so as to increase our cooperation with our customers.

Reporter: how do you view innovation?

Liu Wei: I think innovation is an important part of enterprise management. Only by continuously innovating and making more diversified products will enterprises have a steady stream of customers. Innovation is the core competitiveness of our enterprises. It is the key element that determines the direction, scale and speed of our company development. It is also an important guarantee for the sustainable development of our company. From the entire company management to the specific business operation, the innovation of enterprises should run through every department and every detail.

Interviewer: what do you think of a product?

Liu Wei: in order to make a product well, first of all, we should make clear the direction of product development, design and produce according to the plan according to the specific market consumer groups. Secondly, we must have innovative design concepts and thinking, know how to make products meet the needs of consumers, and finally rely on management. It takes management to build a qualified sample from the sample room and then take it to the factory to make the same clothes. Managers need to ensure that the quality from the first step to the final step is qualified in the production process.

Interviewer: how do you manage product quality?

Liu Wei: first of all, we carry out 6S management -- sorting, rectifying, cleaning, cleaning, literacy, safety, and managing the processes above each line. This way of management can be done: responsibility is to everyone, everything is in charge and everything is managed. Moreover, we are now introducing it. Intellectualization Production equipment, which makes it easier for us to control the quality of products.

At the same time, we have made innovations in management. We accurately match the professional managers in each production line. As long as there are hidden dangers and potential risks on the production line, we will find out the first time of the defective products for the first time and let them not flow to the market.

Reporter: what do you think the supply chain platform of the new retail era should look like?

Liu Wei: in my view, in the new retail era, the ultimate goal of the supply chain is to provide the target consumers with the ultimate shopping experience, that is, to obtain the best quality products in the shortest time at the most provincial price.

To achieve this goal, the supply chain needed in the new retail era should be:

First, timely response to market demand. In the new retail era, the uncertainty of market demand has further increased, the orders from customers are more diversified, the varieties are increasing, the volume is shrinking, and the delivery time is getting shorter. At this point, upgrading the supply chain's response to market demand has become a top priority. In this way, we can achieve optimal inventory or even zero inventory and reduce costs for us.

Second, we must meet the customized needs of consumers. In the past, the long and scattered supply chain mode has been unable to adapt to the new changes in the current consumer market, and achieving mass customization is the future direction. Transformation is imperative. This requires that every link in design, production, manufacture, distribution and logistics in the supply chain must be more flexible and flexible.

Third, digitalization of enterprises is the prerequisite for the upgrading of supply chain in the new retail era. Relying on the information infrastructure such as big data, cloud computing, Internet of things and intelligent terminals, we need to collect more data around people, goods and markets, thus forming a comprehensive digital system for consumers, products, services, marketing, channels, and logistics, so as to realize the thorough opening of the entire supply chain system data.

Reporter: how do you do digital marketing?

Liu Wei: when we develop new products, our core customers will sell new products at retail outlets. Then, we analyze the data of each store in the background, including the daily sales rate.

At the same time, we will also carry out online marketing, online channels are currently Tmall, Taobao and live platform. At present, the most popular channel is the live broadcast platform. Through live broadcast, we can directly see how the products are made by our consumers. Of course, we will also analyze the online data.

Through the analysis of online and offline data, we will predict the commodity life cycle, grasp the consumers' purchase preferences, behavior characteristics and potential demand, and then promote the innovation of products and services. At the same time, online and offline sales data feedback is very important for production response speed, and for fast coverage and sales of national stores.

Interviewer: how do you understand the quick response? How do you plan to react quickly?

Liu Wei: I think when we pursue the fast reaction of the market, we must first pay attention to the quality of the products, because the consumers are more concerned about the quality of the products.

When our company is carrying out a quick response, we pay more attention to the preparatory work in the early stage. First of all, we will prepare the regular general surface accessories. Secondly, we will divide the different styles into different lines, but it is not a group to make a payment, each group will make different styles, so that any one can return to the list at the later stage, and they can adapt to the first time, then the output and quality of the product can be guaranteed.

The cycle of quick reaction is 10 days now, and we can make fifty thousand or sixty thousand clothes in 10 days.

Reporter: how do you think of sustainable development?

Liu Wei: sustainable development is a must for every enterprise. Now, people who focus on quality of life have put " environmental protection The concept has been introduced into clothing. So how do we carry out sustainable development?

I think, first of all, the upstream enterprises of garment manufacturing should do environmental protection work well, for example, natural dyeing should be done in dyeing factories. Secondly, we need to develop environmentally friendly products. Clothing fabric For example, there is a kind of material called bamboo fiber. Bamboo fiber is a kind of green and pollution-free environmental protection fiber extracted from bamboo by high-tech means. It has good air permeability, instant hygroscopicity, strong abrasion resistance and good dyeing properties. It is praised as "the most promising health fabric in twenty-first Century" by industry experts.

Interviewer: how do you make your product meet the needs of young consumers?

Liu Wei: now that after 00 and after 90 is the main consumer in the market, our product design is more to meet the needs of these groups.

Our cypress products have made bold innovations from the designer's concept, version technology and clothing elements, so that our products are more to meet the needs of the younger generation of consumers in the market.

However, when making products, we still need to pay attention to the dynamic sales rate. If the dynamic sales rate is not high, even better products will finally come to a flash in the pan. The most important thing is that shops should be profitable and maintain normal revenue.

Reporter: how do you view the alliance of Chinese clothing quality manufacturers made by China Apparel Association?

Liu Wei: I think the China clothing association is the most authoritative organization in China. It can create a good platform for the fashion industrial park. I believe its original intention is to gather these high-quality enterprises and entrepreneurs together and learn from each other and discuss each other. We can see from this point that the future of Chinese clothing will be seen from this point. I think this is a very passionate thing.

Reporter: since the opening of the fashion industrial park, it has held a series of activities. How do you evaluate these activities?

Liu Wei: the first thing I feel about every activity held by the fashion industrial park is whether they are big enterprises or small businesses. They display their expertise, their own characteristics and their core things. There are specialties in the art industry. I think it's good for people to do a good job in this lifetime. But I think it is more important for us to do well in dealing with it. I think our clothing in China will still have a place in the world, and it will definitely break out.

Reporter: what aspects do you think there are to be strengthened in the fashion industrial park?

Liu Wei: it's better to have more opportunities to learn and understand, and more importantly, to be able to graft our products to cooperate with other companies and do something deeper.

"Adherents achieve themselves, and innovators achieve the future."

Liu Wei, general manager of Hangzhou Huaining Garments Co., Ltd.