He Jun: Interpretation Of YISHION Brand Operation Mode Of Leisure Giant

In the past three years

One, the core concept of YISHION

1. enterprise mission: service, to provide customers with fashion apparel products, the success of fashion legend!

2. enterprise vision: building the company into one of the world's leading fashion groups.

3. enterprise's aim: to serve the customers with the best quality fashion.

4. business philosophy

A) honesty and integrity must be honest and dare to take responsibility.

B) talents are the most valuable resources of enterprises.

C) it is our commitment to satisfy customers first and make our guests happy and satisfied.

D) simplifying complicated matters and improving work efficiency.

E) progress is constantly pursuing new knowledge and innovation.

Two, YISHION's development strategy:

1. overall strategy: a pioneering strategy, a new subsidiary for foreign investment.

2. strategic target: a brand that can achieve 100 billion, clothing and people's livelihood products, Coca-Cola in clothing, and create a platform for millions of millions of millionaires.

Two, YISHION development strategy

1. brand strategy

1) brand structure: brand diversification strategy will focus on design, brand building and internal system integration.

2) brand operation mode: integrated design, purchase, production and sales operation mode.

3) brand image: brand image spokesperson + creative brand promotion PR campaign + omnidirectional brand image advertising + large brand image shop strategy.

4) brand promotion

A. spokesperson: Han Geng, etc.

B. set up the central image team to provide comprehensive image plan for marketing communication and visual merchandising.

C. forms of advertising: large billboards, magazines, catalogues, Internet, terminal stores.

D. brand communication: delivering the same information, showing the value of quality goods.

E. terminal promotion: terminal unified image output, big store, flagship store, amplification effect

2. product strategy

1) product development strategy:

A. invites professional designers from all over the world to carry out long-term cooperation with famous designers from overseas and Hongkong.

B. fostering international standard designers

C. each product range is created by the task force in accordance with the design concept to create a variety of appropriate styles.

2) product mix strategy:

A. YISHION casual wear: Men's wear, women's wear, casual, free and comfortable.

B. YISHION Y2: youth, vitality, dynamism, campus

C. YISHION sportswear: Men's wear, women's wear,

D. YISHION fashion series: fashion, fashion, personality, comfort

E. YISHION S series: Women's wear

F. YISHION children's wear series: Children's fashion is cute, playful, colorful and confident.

G. YISHION Business Series: Men's wear, women's wear simplicity, classic, elite, cross Era

H. latest fashion trend

3) production strategy: production adopts independent production and outsourcing strategy, and socialized mass production specialization division and cooperation.

4) quality strategy: the establishment of professional quality testing center, the comprehensive start of quality management engineering.

5) Order Strategy: multi order, morning shipment and quick decision.

6) logistics and pportation strategy: outsourcing logistics to logistics companies, and the entire allocation data is controlled by the company itself.

3. channel strategy

1) channel mode: mixed mode.

2) licensing effect attract franchise + expand franchised Network + direct network (total 19 offices + 3000 franchised companies)

3) channel services: logistics and distribution, information consultation, staff training and other services and management, sharing risks, implementing loyal customer service projects, and networking e-commerce information.

4) channel Informatization: establishing "information superhighway" connected by computer terminals, such as management, production and sales, so as to realize internal resource sharing and network management.

4. business strategy:

1) core business: beautiful, satisfied and moved.

2) management innovation: from business mode innovation to management mode innovation, the use of information platform to integrate social resources, and build the upstream and downstream ecological chain of garment industry.

3) brand pformation: rapid pformation strategy, bulk wholesale pformation and brand operation in 1997

5. market strategy: focus on the domestic market and expand to the international market (Bahrain, Iran, Jordan, Kuwait, Malaysia, Oman, Qatar, Saudi Arabia, etc.)