Creating A Core Competition For "Happy New Pole"

In 2012, it was a tough year for most garment enterprises.

Although the negative impact of cotton prices and other factors on clothing enterprises has eased, but the rising labor costs and the gradual narrowing of market space still cause the overall decline in profitability of garment enterprises.

Plus two years.

Enterprises blindly pursue scale, but neglect the training of single store sales ability, which makes the actual sales volume of new shops far lower than expected, leading to the recent inventory crisis.

The clothing industry is surging against the waves.

Data show that the first half of this year, including Lining, PEAK, Metersbonwe, including dozens of garment enterprises have seen varying degrees of performance decline.

Lining's net profit in the first half of this year dropped by 85% compared with the same period last year, and the net sales reached 952. PEAK's contraction in the first half of 2012 was 28.5%, and its net profit also dropped by 240 million yuan (data from phoenix net finance).

This series of data has aroused concern among the industry. If no positive measures are taken to change the status quo, the situation in the garment industry may be even more critical.

Even so, many garment enterprises still maintain strong growth momentum under the influence of unfavorable factors.

Moreover, it has made great breakthroughs in revenue and inventory management, and has become one of the few enterprises in the apparel industry to achieve higher counter trend.

With strength to build competitiveness, the "bird of happiness" has become "a new pole of happiness".

Founded in 1987, it has become one of the fastest growing brands of Chinese national sports in recent years, with its brand advantages and its segmentation of sports brand market.

According to the prospectus issued by the popular bird, the total business income of the birds in 2011 reached 2 billion 649 million yuan, an increase of 70% over the same period in 2010.

In the overall downturn of the clothing industry, it is a miracle that you can achieve such a success. You can see that you have invested a lot of energy in brand, product and terminal construction.

1, brand: first of all, the positioning of your bird brand is a happy movement.

Through sponsoring different kinds of programs, the birds spread the idea of happy movement to consumers. This has also made them the first to distinguish themselves from sportswear brands and create their own "happy new poles" through differentiated brand promotion.

2. Product: the annual investment of tens of millions of yuan will be spent on product research and development.

Personalized and fashionable products.

Through advanced production technology and advanced technology, consumers can feel the "happy movement" brought by the birds.

3, terminal construction: at present, you will divide the same sales area into the core business circle and sub core business district.

In the core business area, we set up a brand store of "noble bird", concentrating on building a strong regional brand, and using the brand radiation function of the core business circle to improve the overall sales revenue of the sub core business satellite stores.

In the process of building a retail terminal, the IMO enables it to be a better office based instant messaging platform for better store management and interconnection.

IMO enhances terminal management and improves store management efficiency.

Previously, QQ and MSN were used internally in the communication between birds and birds. Not only was the entertainment problem serious, but also there was no unified platform, and all the stores were fighting against each other. The headquarters had great difficulty in the management of terminal stores.

In order to solve this problem, the company IT personnel after search and contrast, finally locked the IMO office instant messaging platform, and took the lead in Zhejiang branch.

After the introduction of IMO, the company set up all the stores and stores in a "cloud office". The information of all branches and employees can be clearly displayed in a clear organizational structure tree, which facilitates the unified management of stores.

Especially in the case of different sales level of each store, IMO can control the sales and surplus goods of new stores at any time, and make timely adjustments according to the actual situation of stores, so as to prevent opaque sales information and unnecessary inventory backlog.

In addition, IMO integrates various kinds of communication methods, such as text information, video chat, multi person conversation, electronic whiteboard, etc., to ensure efficient communication between companies and stores, stores and stores.

You can share some sales programs, personnel pfers, new stores and other stores in real time, and stores can also send sales and sales problems to headquarters, and coordinate with headquarters.

For example, during promotions or holidays, every store has a lot of pressure on sales targets. It is likely that products will be sold out. If they are not dealt with in time, they will affect sales. The stores of the birds and birds can understand other commodities and send goods in time, through IMO, and meet customers' consumption needs.

IT, the head of the bird, said IMO's integrated electronic bulletin, electronic voting, and mobile phones are also very useful.

For example, company policies and materials can be sent through electronic bulletin boards. Employees can also receive SMS via SMS, ensuring 100% instant arrival of information.

The mobile version enables employees to communicate with the company in a timely manner, and it will not affect the sales of the whole store because of personal reasons.