The Current Situation Of Garment Industry Reflected By Frequent Departure Of Executives In Garment Industry

In 2011, the original

Wu Sheng, vice president of the company, left everyone in the arms of Jingdong, a rival rival. In 2012, Lining CEO Zhang Zhiyong left and founder Lining returned. In 2012, when he first entered August, the Esprit brand parent Global Holdings Limited announced the signing of a contract with Jose Manuel Mart Nez Nez Guti rrez, one of the world's leading fashion retailers, Inditex's former director of distribution and operation, and appointed him as executive director and chief executive officer of the group.

A series of news reports caused a lot of "turmoil" to our dazzling executives.

Over the past two years, the departure and parachute of executives in garment industry have frequently occurred, causing a series of shocks in the clothing industry, which made the originally worn circle of clothing more heated.

Why do these executives choose to leave? What problems will the executives leave behind?

This triggered our thinking for China now.

The most direct reason for the analysis of industry talent structure is the shortage of executives.

In fact, it is not just executives in the clothing industry, but also in other industry executives in China. In 2010, Forbes asked experts from various headhunting companies, recruitment company and human resources consulting companies about what talents will be needed in the future. Experts all agree that the lack of top management talents.

In Forbes's most short of career research, Asia Pacific CEO, regional president or vice president, chief executive officer, general manager or managing director of China is in the forefront.

Obviously, high mobility is hidden behind high demand.

The executives who left

In November 29, 2011, the news about the departure of Ma Wu Sheng, a veteran entrepreneur of van Ke Cheng's brand, had made the company's silence a period of time.

A veteran B2C immediately fired, "leaving the company at the critical time point, and it has no effect on the listing of the company, but at least it implies that the IPO is not smooth. Otherwise, Wu Sheng will not give the old man's face."

Perhaps it is precisely because of the sensitive period when everyone went to the US IPO, many voices are speculating about the mystery behind Wu's departure.

Then came the cancellation of the IPO plan by fan Ke Cheng, and the CFO (chief financial officer) had already left the post, which confirmed that IPO was not going well.

Then, for a long time, the voice of "pour everything" was heard. The founder of CEO, a guest founder, once joked, "lying in the middle of a gun."

After the abolition of IPO, all kinds of speculation that Wu had left were still deducted from various editions. In the end, Wu himself explained that leaving the customers is purely personal career development and there is no external speculation.

I believe that it will become a great company and become a new cultural symbol of people's fashion.

Subsequently, the guessing voice gradually disappeared, but left us thinking about the resignation of senior executives.

When an executive wants to fly to another branch or set up another mountain, the fundamental reason is that the vision provided by the enterprise does not match the expectations of the executives.

If the vision of an enterprise exceeds the high level of executives, so that executives choose to retreat, it is not a good thing for an enterprise.

However, if the vision of the enterprise can not keep up with the competence and ambition of the executives, and the enterprises are no longer "high", the departure of senior executives may not only mean warnings for the enterprises, but also mean the profits of the competitors.

In 2011, the most popular executive in the clothing industry was Lining, the sports brand.

In 2011,

A large number of executives left the company. Following CMO Fang Shiwei, chief executive officer Guo Jianxin, Wu Xianyong, general manager of Lotto business department, Zhang Xiaoyan, chief product officer Xu Maochun, director of the Ministry of external affairs and public affairs, left Xu Maochun.

After the end of 2011, it seemed that when the resignation of executives ended, in July 5, 2012, Li Ning Co CEO Zhang Zhiyong resigned from the company's CEO, and for many years had been faded from the company's specific business Lining regression management company.

After executives left their jobs in 2011, the outside world began to speculate about Lining's development problems. Then, Lining's performance data fell across the board. Lining's brand remodeling plan, which began in the second half of 2010, has not been recognized by the industry and so on.

Back in June 30, 2010, Lining announced a brand restructure in Beijing with a high profile. At the same time, he issued a new brand logo and brand slogan, pointing the brand positioning directly to the "post-90s".

At that time, there was a voice in the industry that sports brands were difficult to divide their consumption groups from age.

And Lining's "change" did not have the desired structure of the company, but made its performance data slide across the board.

Lining's semi annual report released in 2011 showed that its income, gross profit and basic earnings per share were lower than those in the same period in 2010. The total revenue declined by 4.8%, gross profit decreased by 6 percentage points, and the decline in basic earnings per share was even 49.7%.

In addition, from the perspective of profitability, Lining's brand reshaped "answer" can not be satisfactory.

Looking back at the establishment of Li Ning Co for more than 20 years, there have been two brand remoulding. It is just the first time (Anything is possible is all possible) because it is relatively successful, and has rarely been mentioned.

The second time is the theme of "post-90s Lining". The slogan "90 after Lining" is used in advertising language. This age information is taken as a criterion to be regarded as the biggest failure in the brand remolding campaign afterwards.

It not only hurt the hearts of the old customers, but also did not let the real young people - Lining brand want to locate the market group, from psychological to feel highly fit.

Insiders believe that the two change of Lining's brand is that the brand does not show confidence in itself. A confident brand will stick to itself, be confident and open.

The information conveyed by Lining brand lacks this.

Then Lining's distributors began to make a noise: they began to lose money in the last two years. They thought that the blood contact between the company and the dealer was weakening and the brand remolding was logo.

In the face of all these results, Lining's chief executive, Zhang Zhiyong, took on the responsibility of failure and resigned from the position of CEO. Lining, who had been hiding behind the scenes for a long time, had to go back to the mountains again and plan the overall situation.

With the pition of executives to re exchange blood, Zhang Zhiyong, who has led Lining from 1 billion sales to 9 billion sales of the hero, also bleak curtain call.

After stepping down from office, Zhang Zhiyong seemed to disappear in the spotlight immediately. The best partner of Lining, who was once evaluated by the industry, also stealth, but the topic about him is still continuing.

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The power of executives

In our comprehensive analysis of the reasons for the resignation of executives, we found that on the one hand, the resignation of executives is the absence of incentive mechanism, and the attraction of natural talents is not strong. On the other hand, the temptation of corporate executives is also numerous. At present, the current lack of executives makes executives face many opportunities to enhance their treatment or realize their career planning opportunities, and, of course, the loss of management.

Hu Pengling, deputy general manager of Zhongzhi Human Resources Management Consulting Co., Ltd., said: "the turnover rate of executives in China is very high, with an average estimate of not less than 50%.

Because the number of people living in these positions is not large.

Executives need to have a very thorough understanding of the industry, and we need to prospectively predict the future of the industry. We need a lot of experience and experience accumulation in both professional and managerial fields.

For any company, the departure of these executives will have an impact on their business and operation.

This impact not only has an impact on the future development of the company, but also has a certain impact on the reputation, brand and customer of the company in the market.

At the same time, many executives also grasp the important resources of enterprises. After they leave office, not only the further development of enterprises will encounter pressure and bottlenecks, but most importantly, the least willing to see these executives will become the weight of their competitors.

Therefore, enterprises also pay great attention to executives and attract them with attractive conditions such as high salary or equity incentive.

But these methods and means are also a double-edged sword.

Hu Pengling said: "because you are encouraging talents, retaining talents and managing talents, your competitors and the market are also eyeing your talents. They are also eager to hunt away your talents, or even pay higher salaries to your talents, prompting them to" fight against water ".

This is also why many executives who enter the rival enterprises see many of them. The replacement of such executives undoubtedly has a great impact on the enterprises left and the enterprises they join.

What attracted much attention to the clothing industry recently is that ZARA Mart, director of distribution and operation of Mart, joined the global talent competition in the fast fashion field, and ignited the summer of 2012.

Mart ne has served as director of distribution and operation of Inditex group, responsible for managing group distribution and global retail network.

As one of the largest fashion retailers in the world, Inditex operates across five continents, covering more than 80 countries and has several brands, including the famous brand ZARA and Massimo Dutti.

In addition, Mart ne has worked in the McKinsey Co for 8 years, leading the company's retail and consumer goods business in Spain, and advises clients in Europe and South America on strategy, sales, marketing and store operations. Obviously, the experience and experience of Mart ne make him a top competitive talent.

In recent years, the performance of Esprit's parent company in recent years has gone back sharply, with a total of over 10 executives running away.

In early June 2012, the company suddenly announced that van der Sar resigned as executive director and chief executive officer of the group.

In less than 24 hours later, it was announced that Chairman Hans-Joachim Korber also resigned for private reasons, which led to a sharp fall of 23.15% in the company's stock price for the first time in 15 years.

In February this year, the net profit was 555 million yuan in the second half of the first half of the year, down 74%.

And the move of Mart ne to join the Si Jie Global Holdings Limited also aroused great repercussions. The first reaction was the stock market. When Si Jie worked at the emperor's class salary, the rival ZARA's Jose Manuel Mart Nez Guti Guti rrezz was confirmed to have risen 38.4%, making the market value increased by 3 billion 600 million yuan per day.

Zheng Mingxun, vice chairman of Si Jie non executive vice president, said that Mart Nez had rich experience in global distribution, and hoped that after taking office, he could speed up the new shelves of the group, which was shortened from the current month to the weekly basis.

This change is undoubtedly the core competitiveness of fast fashion brands.

In response, Xia Guoxin, chairman of the company, exclaimed: "ESPRIT announced that Mr. Mart Nez has been hired as the chief executive officer of the company group.

Mr. Mart Nez is formerly the director of distribution and operation of ZARA.

Sometimes a person can really change the fate of an enterprise. This is probably the turning point of Si Jie. "

When asked whether a mature operation management mechanism is important, or a leader with a bright personality and creativity is more important, Xia Guoxin's answer is: an excellent enterprise must depend on the team, but for a dangerous enterprise, a good leader may be the opportunity to turn over.

The clothing industry of the past two years is really very promising. Executives are always attracting people's attention. No matter whether the executives leave or come, it is a great shock for enterprises.

A comprehensive analysis of the matching factors between enterprises and executives can be divided into two aspects: one is enterprise incentives, the other is executives' expectations.

Among them, the reduction of enterprise incentives can be divided into two categories: monetary factors and non monetary factors.

Monetary factors, such as salaries, dividends, equity and other available monetary measurement incentives.

Non monetary factors are feelings of respect, achievement, sense of belonging, dominance and so on.

Executives expect to be divided into two categories: material needs and spiritual needs.

The matching between them depends on the degree of communication between enterprises and executives and the degree of fit.

When communication channels are smooth and fit, executives will naturally choose to stay; conversely, when communication channels are blocked, executives leave is also a matter of time.

After the bustling departure and arrival, enterprises will continue to operate normally, and in the face of changes in executives, enterprises will be mostly treated in a calm way after the dust settles. Maybe after a few years, when our executives have sufficient reserves, the owners of enterprises will have more perfect talent mechanism, and enterprises and executives will find a more suitable opportunity to win in their respective development.