Jiu Mu Wang Men's Clothing Industry: Breakthrough from Single Item to Serialization of Goods

Not long ago, on the "2011 Annual Press Release of China's Market Commodities Statistics Press Conference" sponsored by the China National Business Information Center and the China Business Federation, Jiumu Wang, Lilang, Septwolves, Jinba, and Qipai in men's trousers, men's trench coats and jackets. Men's wear, such as men's and men's wear, occupy the first place in the national market for similar products. Among them, the nine animal husbandry kings rank first in men's trousers and business casual men's wear.

Chen Lin, an industry observer, said: "Whether it is in the exposure of CCTV and other media, or the market share of the third-party statistics of the industry, Sui sent men's clothing has become a new line of domestic men's brand."

The aggressive Menswear men do not seem to be satisfied with the achievements of the “new first-line brands”. There are various signs that they have taken a step toward becoming big names. In 2012, the development of Chinese men's clothing has begun to move toward internationalization. The typical representative of the men's wear is the nine-pastoral king who used to wear a pair of trousers.

Breakthrough from single product to product serialization

A careful comparison of the development and rise of the Shu men's clothing can lead to a "unified" approach: In the early days, a focus strategy was adopted to gain a leading position in a single product, and then a single product was used to drive the development of the entire brand. Chuan men's clothing has its own flagship products, such as Jiumuwang's men's trousers, seven wolves and Jinba's jackets, Lilang's windbreaker, and the Shupai's Chinese collar.

Taking Jiumuwang as an example, since its establishment, it has been focusing on R&D, production and sales of men's trousers, and in 2000 became the king of Chinese segmentation market. What is amazing is that since the twelve years from 2000 to 2011, Jiumu Wang firmly occupies the market leader position of domestic men's trousers category. The success of Jiu Mu Wang stems from the persistence and perseverance of Seiko. It advocates Seiko's fine fashion philosophy, exquisite workmanship, fine craftsmanship, and the use of high-quality products to exemplify the appeal of elite men.

Commodity serialization, it is not a simple extension, but a systematic project. In fact, as early as 2001, Jiumu Wang has already launched a series of men's strategic extensions of "man's trousers as the core, men's suits and casual clothes as two wings." Commodity serialization refers to serialized product planning, design, assembly, ordering and terminal presentation, so that the style of each series of product lines is clear. Through the stage of goods and combination display, the commodity structure of shops is reasonable, and brand promotion is implemented to realize complete sets and series sales. , to achieve the continuous improvement of single-store performance.

In 2010, Jiumu Wang hired Ms. Zhao Yufeng, a “Chinese celebrity custom master”, “China Top Ten Designer” and known as “Queen Designer,” to be the chief designer. The designer who came out of the Shanghai Institute of Garments won a gold medal in the Yokohama Fashion Design Contest and the first Shanghai International Apparel Cultural Festival. As early as 1989, Zhao Yufeng published an atmospheric fashion show with a French designer on the same stage. Known as the "first person" of domestic brand designers. From the beginning of planning and design, Jiumu Muwang started from the company's strategic guiding ideology, “breaking through serialization of commodities”, and made breakthroughs in the serialization of commodities, and took firm steps.

In the men's fashion school, Li Lang achieved a leap forward with the idea of ​​performing artist Chen Daoming and “simple but not simple”. The 2012 Spring and Summer Men's brand launched three different product line features, and the level of product serialization was further enhanced.

Informatization enhances competitiveness

With the rapid development of commerce and technology in modern society, enterprise information has become an important support for enterprises to increase their market competitiveness and achieve sustainable development. Through the establishment of an information management platform, the “four-in-one” of logistics, information flow, capital flow, and work flow is realized, information is highly integrated, operation efficiency is improved, and accurate information basis is provided for business decisions.

From IBM to PLM and then to ERP, Jiu Mu Wang also set a beautiful arc on the road of information construction. In September 2009, Jiumu Wang teamed up with IBM to build a benchmarking supply chain for the Chinese menswear industry. The project increased the proportion of replenishment of Jiumuwang and improved the inventory turnover rate. In July 2011, the launch of the Jiumuwang PLM Project was launched at its Xiamen Operations Center. In February 2012, the first phase of the project was successfully launched. According to Zhang Tielong, director of the Jiumuwang Information Center, “Jiumuwang has become the first company in the business casual men's online PLM system. The project has introduced management initiatives such as surface materials, development of placeholders, color management, and implementation of product data management in the development process.” . This project will help Jiumuwang vigorously shorten the product development cycle and reduce development costs.

In March 2012, the Jiumuwang ERP project was launched. Jiumu Wang has already defined forward-looking and scientific information construction as "the way to win the road to the future of the company." According to Mr. Lin Congying, Chairman of Jiumu Wang, “ERP projects are divided into three phases. The first phase focuses on the integration of integrated supply chain platforms and financial services. The second phase focuses on channel management process optimization. The linkage relationship between marketing and supply chain will finally further expand and extend the information management platform, realize customer relationship management, deepen human resources management, and achieve a comprehensive budget.” Jiumu Wang made meticulous preparations six months in advance and laid a solid foundation for the launch of ERP projects. After years of informatization construction, Jiumu Wang formed a new model of integration based on information management platform, which laid the foundation for a century-long brand.

Channel mode upgrade

In the Chinese market, Zegna, HUGO BOSS, Armani and other international men's big names have performed the route from urban expansion to rural areas. They entered the Chinese market, directly into the first-line market, with strong strength and industry experience, after a few years of exploration and stability, to move to the second and third line markets, showing the strategic power of the channel model. Interestingly, Nike, Adidas and other sporting goods industry international big names, have also adopted a similar model in China "attacking the city."

Among the men of the Shu school, Jiu Mu Wang adopted the channel model “from central to local” earlier than international big names. Jiumu Wang's early channel expansion focused on the development of key urban shopping malls. After years of accumulation in the shopping mall channel, it has established a strong and unique competitive advantage. Currently, it is the largest brand in China's business casual men's brand with mall terminals. With the advantage of shopping mall channels, Jiu Mu Wang stood out in the first and second-tier markets where international brands gathered. In 2011, Jiumu Wang formulated the strategy of “strengthening channels for the second- and third-tier markets with great potential” and supported the company’s market from the entire business chain of product R&D, production logistics, brand marketing, sales management, finance, human resources, and IT. development of. As of the end of 2011, Jiumu Wang had more than 3,000 terminal stores, and mall stores and stores were basically the same.

The second and third line market has become the "base area" for other men's clothing. However, whether they consider that the international men's big-name (including the Jiumumuwang) will stabilize the first-tier and second-tier markets, and they must “channel sink” to the second and third-tier markets. Do they have to launch an offensive against the frontline market while doing a defensive job? In any case, they have arrived when the original channel model should be upgraded.

Professional manager system construction

There is a lot of commonality in the men's clothing of the school. One of them is that the family business has a strong atmosphere. They are obviously aware of some “insufficiency” and have introduced various types of talents from the outside, and gradually established a sound professional manager management team system. The unique and pragmatic employment concept and mechanism attracts outstanding professional managers to join the roots of the King of Jiumu. According to Mr. Lin Congying, “Building a large platform for talented managers to release their talents and release energy is one of my priorities. The value of Jiumuwang’s talents is—long people’s ability, short of people’s capacity, and bestiality. The Supreme People wished.” The nine-pastoral king adhered to the principle of both moral integrity and talent, and regards moral character, knowledge, ability, and performance as comprehensive standards for measuring talents. “Unable to graduate with academic qualifications and not only with qualifications and achievements.” This is how Jiumuwang operates in the enterprise. The concept of talent that has been believed in during the development process.

Mr. Lin Cong Ying, who is known for his wisdom and elegance, has been widely circulated in the industry with his cultural philosophy of “Mending the Mind and Grazing the World”. With this cultural system, Jiumu Wang successfully created a “warm home” and attracted many outstanding professional managers to take root. When asked how to cleverly avoid the situation in which "the introduction of the appearance of a person in the water by a foreign-funded enterprise elite", he answered with a simple two words: Inclusive. Jiumu Wang believes that the secret of successful business lies in the successful management of people's minds and the desire of the people, which is the direction of business.

How far Chinese clothing is from world brands A survey data from professional survey companies on branded apparel shows that 53.3% of Chinese consumers prefer foreign clothing brands, and domestic brands only account for 16.7%. Strong brand attitude.

Since the date of birth, the brand has used a name, term, symbol, symbol or design, or a combination thereof to identify the product or service of a seller or a group of sellers. It is a brand. The intangible sum of attributes, names, packaging, prices, history, reputation, advertising methods.

When the brand's intrinsic properties are accepted by consumers and recognized by consumers, the brand will become the object that people vie for and become famous brands, and then go to the world.

Chinese clothing does not lack brand, but it does not have a truly global brand.

However, from the movement of Chinese men's clothing in 2012, the Chinese brands represented by the king of animal husbandry have begun to exert strength. The process of brand remodeling is also a change in the overall concept, and this process is also very painful for Lin Congying. “If you look carefully, you will find that: the internationally renowned clothing brand is not just selling names but names The 'legend' behind you; let you accept their long cultural heritage, tell you a beautiful brand story, show his unique brand personality... When you imagine this kind of wonderful thing in your mind, the clothes you wear are the values A lot of world brands, but to do this, we have a long way to go."

The national economy without a good brand is a passive national economy. A nation without a good figure is a passive nation. True, in the age of brand leadership in global economic integration, clothing is a special commodity. Without a brand, there is no way to talk about competition. force.

China is producing more and more products for companies all over the world, but what we get is just the name of the “world factory”. When Western culture increasingly affects our lives, when Western fashion is increasingly synonymous with Chinese local fashion When does China's clothing become a world brand? This is a question that Lin Congying and all Chinese entrepreneurs who are interested in leapfrogging to the international big names are thinking.