AI Deng Bao Dress: "Find The Gap" To Achieve The Brand.

How to do "brand" and "innovation"? In the Shishi Conference on "scale, listing and innovation" held recently in the past, Yang Ziming, the helm of the company's representative, such as the Chinese Company Limited, CABBEEN apparel China Limited, and Tian Ming Ming, made a brilliant speech in the light of their own development, and talked about their understanding of "scale, listing and innovation" and some specific practices.

There is a saying that "Rome is not built in a day". In the eyes of Tian Qiming, the brand can not be completed in a day. Over the past thirty years of China's reform and opening up, many cases in the private sector have illustrated the fact that the brand must be done slowly.

From 1991 to today,

The first stage is when the company has just created, do everything, sell a single product, do OEM processing and wholesale market; the second stage is around 2000, the company began to invite spokesmen, advertise in the CCTV, start franchising monopoly; the third stage is around 2003, the company began to carry out strategic innovation, realize the separation of production and marketing, build a product center that integrates design, research and development, and the fourth stage is to realize fine management, develop new brands, and implement the "franchise system" and "direct operation system" after 2009.

Over the years, Tian Qi Ming has always had a habit of writing reports or summaries as far as possible, writing as far as possible, writing shortcomings or shortcomings, and mentioning less merits. Only by constantly looking for shortcomings can enterprises develop in good quality and maintain and sublime the brand.

The four stage mentioned above is actually the process of constantly finding gaps and constantly filling gaps.

Tian Qi Ming summed up the following points:

Performance indicators turn to business indicators.

In the early era of extensive development, the boss of an enterprise measured the contribution of the employees by relying on their achievements and talking about "heroes of quantity", but later found that there were drawbacks, which would disturb the sales market to a large extent.

Next, we adopt the business indicator assessment method, after rational analysis and scientific investigation, we set the performance index through the setting of business indicators for teams composed of a few or more than ten individuals. This has three advantages: one is to save human resources; the two is to maximize performance; the three is to train qualified personnel and realize the pformation of individual "single fight" to "team combat".

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Import information management system to achieve "

Realize "single brand and multi style".

Now that we have entered the era of consumption segmentation, products must be diversified. In 2009, two new brands of "new British classics" and "British upstarts" have been introduced. Unlike other brands of clothing brands that have different brands, we still call them "Ai Dun Bao", but the positioning of the two brands is different, and the three brands are basically covered by the whole male consumer group.

Independent research and development turn to "autonomy" + "buyer".

In the past, we built our own designers, trained ten designers, and developed new products ourselves. Now we are taking the road of "independent research and development" plus "buying hands". We have introduced ten major designers in China to host research and development projects, and set up research and development centers in London, Shanghai, Hongkong and Fujian to search for the most popular and latest fashion styles in the world so as to ensure the continuous listing of new products.

The agent system is "direct operation" + "join".

In the early days of the development of AI Deng Bao, the agency mode was very important. But with the change of the market, the agency mode can no longer meet the development requirements of the fort.

To this end, in 2009, we began to push forward the "direct camp" + "join" mechanism, and strive to achieve 1500 chess spots in the whole country, instead of acting like a purely agent system. The marketing policies and guidelines of headquarters were discounted below, resulting in the damage to the brand of the fort.

Over the past 20 years, edenteng has won the honorary title of "China famous trademark" and "leisure men's color research and development base". For 10 years in a row, the only representative of leisure men's clothing brand has released the fashion trend of international casual men's wear on the "China International Fashion Week". It has become "Asia's 500 most valuable brand", but this is already the past tense. Next is the "12th Five-Year".