Ten Years Of Management For Neighbourhood Girls

At the seminar on "next to the summit 2013", which has just come to a close, the participating cooperative teams are obviously bigger than before. The scale and form of the conference have also made significant breakthroughs and innovations, which is the true portrayal of the company's vigorous development momentum. As domestic Women's clothing industry One of the fastest growing brands, the outstanding achievements of the neighbourhood girls in recent years in the market have attracted much attention: the highly efficient management system, the innovative terminal image and the fast updating of the new products make more and more customers begin to pay attention to and care for the girls next door. Especially in recent years, in the commercial streets of major cities, the girl in the neighborhood has welcomed more and more with a fresh and fashionable image. Compared with other mature brands, the girls' shops in the neighbourhood are always bustling with vitality. Behind this achievement, we can not do without the company's successful business model and operation management.

　 Fair and fast business model

18 years ago, at the beginning of Liao Wenwei's business, he clearly realized the attraction of parity consumption to the mass market. In his early start, "Kim Dashi" clothing In the shop, they put forward the idea that "goods and customers often attend to, and cheap people come to work hard. For the purpose of serving more than 95% wage earners and students", he starts to get dark early every day, through quick updating of goods, so as to achieve a profit pattern of small profits but quick turnover. The brand name of the next door girl who followed was followed by this business mode. With the fast fashion, popular, small amount, multi variety fast fashion mode and quick response supply chain management ability, with the insistence of ten years, a strong local brand in fashion women's wear industry was created.

In order for the limited resources to gain advantage in the competition, the girl in the neighborhood made a breakthrough in the business mode and retained the most crucial function in the company structure. Starting from commodity planning and brand marketing, we should make rational use of resources and integrate commodities as the core cornerstone of our business model. We will quickly develop and design products that are close to the trend and market demand, so that the girl next door will stand out among many brands.

The girl next door set up a new mode of ordering and distributing goods at least 1-2 times a week to update and speed up the trend of the new products. After continuous exploration and practice, it adopted a variety of modes such as direct operation, joint operation and franchisees, and paid attention to the unified management concept, unified management mode, unified brand identification, unified goods and services, unified information control and so on. It formed a set of commodity, management, brand and service system featuring the characteristics of the girl next door, which could be duplicated and popularized. The company always adheres to the road of sustainable operation, which is stable and steady, and with more than 95% high success rate, keeps its business revenue steady for many years.

　 Information-based zero Stock Administration

In 2013, the number of neighbourhood girls in the country's stores was close to 600. For a growing management system, it is hard to maintain without the adoption of information management and control, especially in the clothing industry. At the beginning of the brand building, the girl next door attached great importance to the information construction of the enterprise operation, and established a set of advanced and perfect information management and control system by investing a lot of funds and manpower.

Nowadays, through the professionalization, standardization and standardization of the internal management system and the advanced ERP system, the girl next door has realized the linear docking and sharing of resources between the company and all the shops. Franchisees can view the store's performance on their own. The company can also follow up the sales situation of each store in real time, and quickly, comprehensively and accurately grasp various incoming, selling and storing data, replenish and adjust the goods in time, and balance the safety stock of the store, so that the off-season is not light, and the peak season is more prosperous.

The advanced information management of the neighbourhood girl has strengthened the management and control of the terminal goods by the company, and combined with the efficient logistics system to reduce the inventory. It can be said that the fast fashion concept of "little, many money" of the girl next door, by grasping the first-hand information of the market, strengthens the scientific prediction of the terminal market demand, grasps the consumption preferences of the target customers at all times, and provides fast marketable new fashions for the terminal with quick response ability, so as to reduce the inventory and make the girls in the neighborhood manage much better than many traditional clothing brands.

　 Excellent sales team training system

A salesperson who is good at communicating with consumers and a salesperson who is not good at communicating with consumers has a significant impact on store performance. In particular, like the girl next door to the consumers of the two or three tier cities, they need to establish good relations with customers through intimate, meticulous and thoughtful services, so as to guide the customers' consumption.

It is this kind of deeper understanding of the local market that makes the girl in the neighborhood pay more attention to the training of the terminal sales team. After several years of development, a professional training management team and a diversified system have been established. Regular shop managers and shop assistants are trained to master advanced retail and service management methods. This also makes the neighbourhood girls more prosperous than other mature brands in many business circles in the developing cities, and customers who enter the neighbourhood girls shop can feel a sense of pleasant intimacy and youthful vitality of salesmen.

Liao Wenwei attributed the achievements and development of the girl who lived in the past 10 years to the innovation of management mode and operation management. In order to make the company get greater development, in recent years, Liao Wenwei has actively deployed in Quanzhou, and built a neighbouring girl industrial park with an area of 12 mu in Guangzhou. It bought 27 acres of strategic base and nearly 1000 square meters of business office center in Beijing, so as to make adequate hardware reserves for the future development of the company. He admits that compared with the international clothing brands with annual sales of several billion dollars, there is still a big gap between the girls next door, but he is full of confidence in the future. "What we need to do next is to optimize the management and maximize the economic and brand benefits for the company, enhance the core competitiveness of the company and provide customers with more satisfied products and services at a higher efficiency." he believes that as long as we accurately grasp the market development trend and customer demand, the domestic garment industry will have a bright future.