In the market competition of more and more convergence of brand image, product style and marketing mode, Jinyuan (International) Garments Co., Ltd. adheres to the concept of differentiated management and creates an efficient operation system of enterprise information flow, logistics and capital flow around the customer value proposition, In the highly competitive and fiercely changing market for assimilating apparel, the "butterfly business model" of scientific picking and rapid replenishment set a good example of low inventory and high capital flow to manage niche and realize the brand resource supply partners and cooperative production partners. Terminal distribution partners and other common profit. Analysis of the Golden Court brand value proposition business model, service culture and information, logistics, capital flow system, to our enlightenment is multifaceted.
(Jinyuan physical store)
Brand assertion: total profit as the core
Brand management is a systematic project, only the benign operation of the entire operating system, the brand will have unlimited vitality, Golden Court, Hong Shaopei, chairman of clothing that brand and dealer are interdependent relationship, Jinyuan dealers make more money, Jinyuan brand to More developed. It is in this common profit-oriented brand values ​​dominated, Golden Court has created a value chain to provide customers with products and services, and gradually build brand and dealer associated value configuration.
In 1990 to join the apparel industry, from garment processing to wholesale business, always like to "take the unusual road" Hong Shaopei, led 2003 Jinyuan company embarked on the road to the brand, a serious study of the clothing brand popular "Order in the Duty, Peihuo Auxiliary "business model and found that although this business model can expand brand advocates, bigger and stronger brands, but due to the interests of dealers is not enough, there is an irrational allocation of the value chain, easy to produce precise brand service culture in place Difficult to appear all kinds of business problems. For the status quo of corporate resources, Hong Shaopei chose a distinctive distribution business model.
When a large number of brands held a large order of goods will be ordered, the company's earnings pressure Bao in the annual seasons when ordering, Jinyuan brand dealers told reporters, Jinyuan never open the fair. What the market demand for products, Jinyuan provide what kind of products, dealers sell what kind of products. This "on-demand production, on-demand supply, on-demand sales," the marketing model, the biggest difference with the ordering system is that Golden Garden dealers do not need to bear a big futures risk. Jinyuan dealers can also be based on the company's basic distribution and market conditions, the company choose to enter what goods, into the number of goods. In addition, Golden Court allows distributors have a certain percentage of the return, the dealer basically no inventory pressure.
(Costume show)
Brand operators carry their own risk, the industry is very puzzled by the move of Hong Shaopei. "Financial pressure is indeed not small," said Hong Shaopei, brand management, such as brand dealers and suppliers like love, you really treat each other, each other will be honest. Millions of apparel sold on the market each year in Jinyuan, 40% are processed by OEMs and 90% are sold by distributors. In order to ensure the interests of its business partners, Jinyuan Company has formulated a statute internally: No matter whether payment is made to suppliers or distributors, it must be strictly implemented according to the contract and there is no reason to default on it. Otherwise, the relevant department will be punished.
Jinyuan on suppliers, distributors of integrity, over time into a supplier, dealer loyalty Jinyuan brand. Ten years, Jinyuan did not conclude a "debt" with its business partners. Ten years, more than 200 suppliers and Jinyuan company never give up, Jinyuan brand stores rose to more than 700 rooms. In recent years, Jinyuan apparel with an average annual growth rate of about 30% steady development, has gradually become a unique charm of the domestic women's brand strength.
Scientific Picking: Demand for Value
Constantly changing in the growth, which is one of the reasons why Jinyuan people like butterflies. Gradually improve in practice Jinyuan brand distribution system model, King Court from the wings fluttering in the butterfly realized that the distribution business model of the core value of competition.
(Fashion show)
Brand implementation of the distribution system, we must have accurate judgments on the market, the product has a precise grasp of style. In order to make the "Jinyuan" brand, which is targeted at professional ladies, to make the products distributed to the distributors marketable, the enterprises put the scientific research on the market and consumer desires of the target groups on top of the brand management.
They invested heavily in research and development of Jinyuan brand ERP information system, created a highly efficient automated technology operation information platform throughout the country Jinyuan brand shop first day of sales and detailed data analysis, the company management level in the office computer can grasp the grasp . Based on daily sales data analysis each week, management determines the return of best-seller and the monthly production of goods.
They employ research institutes such as Peking University and Huaqiao University, together with corporate marketing departments, to conduct systematic research on potential consumers, consumers, store managers, brand franchisees and distributors, and conduct researches on similar products, business environment and marketing modes in the market , The scientific analysis of the product style, a detailed analysis of the composition, occupation, income, preferences, and emotional tendencies of the target consumer groups as well as a comprehensive analysis of the consistency of color, fabric, style and consumer demand for the products on the market, Product structure, mode of operation and occupational ladies' individual needs fitness research, analysis and research on the influence of store display, brand image and fashion culture, the science is detailed and concrete, so as to keep abreast of the fashion demand trend of the target consumer group. In the creative brand Popular culture, carry out product design and development, product pricing system, the establishment of the upper reaches of the band replenishment rhythm and other business activities, the decision-making orderly, effective marketing has value.
(Fashion show)
Jinyuan brand sales model, all sales of goods is not discounted, in the current discount as the only promotional tool for the apparel market, how to make Jinyuan products on the market can be favored by consumers, Jinyuan brand design director Hong Meixuan revealed , We give the store's goods distribution program, or based on the scientific analysis of consumer demand.
Consumers as the center rather than the brand's claim as the standard, Jinyuan company's product R & D system rationally around the target group's real consumer desire, targeted very distinctly to innovative design, to develop the value of differentiated products, designed and developed annually Thousands of new apparel, whether the market power of life and death, the mastermind is not the design director, not the director of marketing, nor is the general manager, chairman of the board, but Jinyuan best franchisee and store manager, and research and development, marketing core Personnel composition of the product sales evaluation system.
Precisely because of the emotional and spiritual desire of the increasingly sophisticated service consumers in commodity development as the focus, the professional lady ladies wear on the market, regardless of fashion elements, craftsmanship, collocation methods and retail prices, are precisely targeted Market demand reflects the sense of value of the brand. Although Jinyuan always insists on selling without discounts, the selling rate of new products sold by Jinyuan quarterly is more than 80% and the contribution of best-selling models accounts for more than 50%.
Fast replenishment: service as a fundamental
If the scientific distribution of this butterfly wings healthy dance, Kim Jung business model is the core value of the place, then gradually explore in practice to create a set to ensure that dealers achieve the goal of rapid replenishment system, it is Jinyuan practice Internal strength, achievement brand unique service another strong wing.
Successful business models provide unique value. Mao Jinhua Jinyuan, general manager of Jinyuan clothing that: this unique value is the new business ideas and ideas, more performance is unique in the combination of products and services. Mao Jinhua introduction, Jinyuan distribution to the terminal of the goods, marketing information back to the company a feedback, if not in the shortest 10 days to the terminal to replenish the required goods, the market opportunity is fleeting. In order to ensure rapid replenishment to 700 stores, Jinyuan Company has established a large supply chain system consisting of eight major systems ranging from product planning to product research and development, procurement response, product co-ordination, product control, channel marketing, information support and logistics and distribution, and Uniform distribution, unified image, uniform price, unified promotion, unified service, unified management of the six management systems, to ensure the efficient operation of the operating system.
In the Court, the brand operators actually run each shop, from the assessment of the shop, decoration guidance, with (fill) cargo management, the company management through-train service. Jinyuan Henan dealers to open a brand shop, sales performance unsatisfactory, the company sent a "brand management promotion group" in the store operations, from the display of goods, with promotions, inventory control, personnel management and other aspects to help dealers operate, and soon to Sales at this store have risen more than 40%. Jinyuan each year to invest hundreds of thousands of funds, sending a large number of brand management promotion group, providing services for more than 300 stores, promoting a large number of franchisees into the company ranks the ranks of excellent brand stores.
Mao Jinhua told reporters that in addition to the establishment of brand logistics center in Shishi and Wuhan, Jinyuan also set up a goods circulation center in Shishi, Wuhan, Poyang and Hengyang and gradually formed a north-south supply system so that the demand of the goods of Jinyuan brand store can be readily met Can be satisfied.
Rapid replenishment system, Jinyuan operating sound and colorful. Today, the factory sent more than 10,000 pieces of clothing products, the company within two days by courier, green, shuttle and other logistics all the way to the distribution of terminal stores. Dealers can be a new batch of goods every 14 days, Jinyuan brand shop window display will be replaced once every three days, Jinyuan rapid pace of supply has accelerated the virtuous circle of brand management.
To meet the desire of social consumption as a brand innovation and development vision, Jinyuan company in the competition to be transformed, brand value in service innovation and sublimation.
Established in 1988, and put integrity, pragmatic, win-win as principle to guide the products` research and development, production and sales which enjoys high reputation all over the world.
All kinds of pockect interlining ,yarn count 45s,and construction 88x60,96x72,110x76 . Composition 100% polyester and 80% polyester +20% cotton .Color can do white ,offwhite ,black ,charcoal and so on .Touch can do soft ,medium ,and hard .
Pocket Interlining,White Pocket Interlining,Hard Handfeel Pocket Interlining,Black Pocket Interlining
Baoding Garment Interlining Factory , https://www.bcinterlining.com