All Products Return To The Product And Use Quality To Write Answers.

The sale of millet mobile phone has become another high-profile marketing event in recent days.

For all customers, marketing has been very familiar with this, and this is also an important reason for the growth of customers.

However, last year, customers experienced a high exposure rate, but also experienced extensive inventory problems and management pains caused by extensive expansion.

Von Cheng CEO Chen said: this year, the problem facing the company is to return to the product, and this return proposition ultimately requires quality to write the answer.

Business unit: making products under the pressure of "starting an undertaking"

Van tke started restructuring in the second half of last year, divided into six major business units and six product lines by product category. Each division is responsible for product planning, sales planning and marketing planning.

Around this task, the Department has the right to use human rights and financial rights.

In a sense, the business department is more like the internal business of everyone.

Zhou Qiang, vice president of van guest, is the head of the first division. The first division is mainly responsible for the footwear product line.

After setting up a business unit, not only do they have to sell the sales quota, but the inventory rate, growth rate, conversion rate and profit margin of the products are all indicators of their performance appraisal, and these indicators ultimately depend on good products.

Zhou Qiang frankly, three years ago, when all customers were on-line shoes category, the supplier assessment mechanism was not perfect, and the quality was somewhat out of control. For example, the shoe last shape of different suppliers was not uniform, which would lead to different sizes of shoes with the same code.

In the second half of 2010, all customers began to unify the last shape of footwear suppliers, and also adjusted some suppliers with poor quality.

To solve the basic quality problem, Zhou Qiang paid more attention to details.

For example, all customers.

Some users reflected some pinches.

According to such user feedback, Zhou Qiang and research and development personnel have studied the shoe's front foot part to relax 3 millimeters.

"Canvas shoes can not be made too wide, but 3 millimeters can hardly be seen, but the comfort of wearing will be strengthened."

Zhou Qiang said.

Coincidentally, the head of the Sixth Division, which is responsible for R & D and sales of fan shirts and knitted products, has devoted more attention to accessories and materials, besides focusing on the choice of R & D products and fabrics.

"For example, the youth we developed.

It is found that this product is most suitable for the yarn supplied by a brand factory in Anqing, and it will require the factory to purchase according to this requirement.

Imported brand linings also put forward requirements for factories.

In the interview, the reporters found that whether they were responsible for the first Department of canvas shoes or the sixth business department of shirts, they talked more about the basic elements of clothing and footwear products such as fabrics and raw materials.

In addition, it is research and development.

The quality of clothing and footwear depends on the quality factors, and the quality of sales depends largely on the design of products.

The ideal of the past is to make every guest a fast fashion brand. Whether ZARA or H&M is a fast fashion brand, the biggest attraction for consumers lies in its product design.

For the business department, the fashion design part will become an incremental product. If you blindly try it, you will probably become a stock.

Zhou Qiang told reporters that in the process of building a team, the requirements for R & D personnel are not only the design of products, but also the role of fashion buyers.

"For fashion trends, we must not lag behind, and we will feel less satisfied than the trend of fashion."

Zhou Qiang said that for some new research and development funds, it will try sales first.

For example, when the street jacket was launched last year, the number of printed sheets was limited to 6000 pairs.

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Production center: close to supplier PK

Since 2012, many suppliers have been streamlined. The number of suppliers has been reduced from more than 200 in 2011 to more than 100 at present. Most of the suppliers involved have failed to achieve the goal of "no metal management".

The so-called "metal free" refers to the production of products for all customers, does not contain more than 0.2 millimeters of non raw materials, including metal, broken needle, wire, staples, nails and other sharp metal.

In this way, suppliers need to establish a set of management systems and standards, and require large and manual needle testing equipment.

Some suppliers believe that this year's quality inspection of some customers "abnormal", and this "abnormal" quality inspection in addition to the factory's own quality inspection and the third party sampling inspection, but also through a fan inside a "third party" quality inspection agency sampling.

This organization is independent of other departments and production centers, but it has a "killing power" for product quality. Once it is found in quality inspection, it will distinguish responsibilities. The product department or production center will be subject to quality responsibility.

"A customer company has actually done dozens of brands."

Zhou Qiang said that each category of products involved in the depth of the industry is very deep, so it is necessary to introduce some professionals in the industry.

At present, Southern China production center is responsible for the category of canvas shoes from CONVERSE.

Sixth the head of the Department also told reporters that a research and development staff in his department had more than 30 years of experience in the fabric industry, and such a professional person, including every production department, including a production center, was importing.

The production center is probably the most densely populated sector in traditional industries, and this department is holding the supplier's "killing power".

It is understood that they have set up a set of supplier qualification assessment standards, and evaluate the supplier management, technical level, production strength, production scale and product quality.

At present, the four production centers established by Van guest are close to the production base, such as the large suppliers such as Shenzhou garment, and the customer production center will even deploy a special factory resident.

After evaluating the supplier, the supplier will also be rated (A/B/C/D, D class is not qualified supplier, not allowed to cooperate). The rating is updated every six months to select suppliers who can confirm the order, and to rectify the problems reflected in the field investigation, and supervise and inspect them at the same time.