Three "Micro" Concept Helps Jinyuan Dress To Achieve Adverse Market Growth

Since the beginning of this year, in the face of a complex and severe market economy environment, the government has focused on expanding domestic demand, especially consumer demand, and actively readjust the economic structure, and strengthen and improve macroeconomic regulation and control.

But as far as the status quo is concerned, the financial crisis is not over yet. There are many uncertainties and downside risks.

All sectors of society, especially the small and medium-sized enterprises, are eager to hear the sound of wisdom, condense the power of overcoming the crisis, and seek to promote the development of enterprises.

Recently, the reporter went into a brand clothing enterprise --- Jinyuan, to understand how they practiced "internal strength" under the economic crisis and realized the growth of adverse market.

When the reporter was sitting in front of Mr. Mao Jinhua, general manager of Fujian Jinyuan dress and adornment Co. Ltd., he just returned from Beijing, and the excitement which was hard to suppress was infected from his heartfelt heart to me.

Because at the end of October, director of R & D design

With the "Golden Garden" brand in the China International Fashion Week, the lady has received more media attention.

Jinyuan is building a designer brand with surging waves in this era, and has made an important step in leading the brand to the domestic women fashion apparel brand and the domestic professional ladies wear market.

When I talk about the impact of the economic crisis on many enterprises, Mao Jinhua said that the impact of the economic crisis on the outside world is universal. Under the same external environment, the internal environment of enterprises will gradually become prominent.

Only by building the focus and professionality of the team can we catch the opportunity of "danger" and bring about the difference between the results of operation and the speed of growth.

He said that in order to make Jinyuan bigger and stronger, and achieve the expected goal of steady growth, he will help the enterprises through three "micro" ideas this year and in the future, namely, three things: Micro innovation, micro management and micro training.

According to Mao Jinhua, the concept of micro innovation began in the IT industry.

However, the concept of micro innovation has also been accepted by the traditional industry as innovation consciousness has gradually entered the hearts of the people.

In the eyes of entrepreneurs, if we simply pplant the concept of micro innovation from the IT industry to the brand clothing industry, we should take the original products as the foundation and stand on the customer's perspective to make non subversive changes, so that the trend of the original products can be changed or increased, and ultimately the product's "differentiation".

As we all know, differentiation will help enterprises conquer the market.

Therefore, Jinyuan has introduced more fashionable new products this year, widening the public's traditional cognition of the professional ladies' style and providing consumers with more choices.

In Mao Jinhua's view, fashion is changing and style remains unchanged. This is the expression of a mature brand.

Find a professional lady's style and stick to it, so as to precipitate the brand culture and image, and produce strong identification, so that it can be passed to the market and consumers.

In recent years, the emerging micro-blog, WeChat, micro film and so on can well reduce the distance between the brand and the consumer. Jinyuan has also seized the opportunity to communicate with consumers, and actively publicize the sensitivity of the trend through various channels, as well as the importance and rationale for consumers.

In Jinyuan company, innovation is far from that.

In order to encourage employees to make small innovations in their work, strengthen their work creativity, stimulate their thinking development, clarify their value orientation, enhance their internal vitality, and explore various feasible ideas, plans and suggestions that are conducive to management optimization, Jinyuan company has launched the "innovation proposal management method" for this purpose, giving corresponding rewards to innovation schemes that improve and promote efficiency, image, system, cost, process and other aspects.

Through Mao Jinhua's introduction, you will find that there are so many things worth exploring in the brand clothing enterprises.

Micro innovation is not simply finding new needs, gradually conceptualizing, making products and ultimately commercializing them, but providing better and more forward-looking methods and schemes that are more valuable than before.

In a sense,

Throughout the history of human development, Picasso once said, "good artists copy works, great artists steal inspiration."

We should pay close attention to the concept of innovation and make "micro" promotion according to the actual needs of enterprises.

I think this is the best definition of "micro innovation" in Mao Jinhua's three "micro" concept.

How to do well the micro management of brand clothing enterprises

As far as I know, management is often the words of several families. They learn from each other, learn from each other's strengths and learn from others' strengths.

In Mao Jinhua's eyes, management, as a manager of a company, is an art with both sensibility and rationality. It should be both atmospheric and macroscopic.

Mao Jinhua believes that managers should talk less about big principles, do well with people or things around them, facilitate interpersonal coordination and personnel matching, give full play to human potential, improve planning, organizing, thinking and directing capabilities, so that all links can be more standardized, more efficient and clearer, and more focused and professional. With "fast" as the core, Jinyuan creates low inventory, high capital circulation and good business environment, and realizes "butterfly business mode" of brand profit partners, collaborative production partners and terminal distributors.

When I did not have a thorough understanding, and I was afraid to miss more of my senior experience sharing, Mao Jinhua gave me a further share and refined to a certain link, for example, how to carry out "micro management" when the brand clothing enterprises are distributing goods.

Mao Jinhua believes that the "micro management" of this link needs careful management of single stores.

In Jinyuan's nearly 1000 stores, there are different needs in different regions and different stores. To meet the needs of different stores, we need to systematically understand the needs of stores, the demand for colors, the demand for styles, the sales changes in the pre season, mid season and the end of the season. We need to know about the age, occupation and fashion of single store consumers. We need to establish a single store demand file for reference in each shop, and do scientific distribution with a target rather than an absolute unified distribution, so as to ensure the effective supply of goods.

Through this deep ploughing and meticulous work of "micro management", Jinyuan's merchandise sales also accurately grasped the hearts of consumers.

Why micro training?

As far as social status is concerned, more and more grass-roots employees tend to be younger. After 80 and 90 employees are gradually becoming the main force of the company. Employees need continuous learning and personal development. How to reduce staff's mistakes in work and make their personal summary and promotion is a question that every business manager needs to think about.

In Jinyuan company, the "micro training" has been adopted to further complement the basic training and solve the problems encountered by employees.

From the various departments to the center, through the daily work of small case analysis and summary, the relevant personnel training to prevent problems or happen again, to ensure efficient and correct things.

In the training system of employees' career growth, the "micro training" management method is formulated. Based on the training of famous teachers and enterprises, the "micro training" is comprehensively promoted. With each employee as the core, an open learning environment is set up, and "micro innovation" and "micro management" are spread to the surrounding employees. The radiation effect is formed through the pmission and amplification of the training layers, effectively resolving the contradiction between work and study. Meanwhile, through the "communication and assistance" among the staff groups, the employees are both "light source" and "light spot", forming a crisscrossing whole staff "radiation chain", realizing the cross layer and multi-layer coverage of the staff knowledge system, and providing more theoretical knowledge and work experience for employees in a shorter period. Mao Jinhua said, through the "micro training"

Through the help of three "micro" concept, Jinyuan company has not only built a dedicated and professional team, but also has achieved the expected goals both in store expansion and single store performance. So far, Jinyuan has gained tangible benefits. On the way of its development, we believe that they will go far and more steadily.

Editor's note: Micro is not small, Chinese people speak of micro knowledge, micro meaning, there is profound truth in the micro, at the same time, there is a saying that the details are in the devil.

Most business managers have limited resources that you can control. At this time, you must not want to have too many subversive things. You must be based on the industry you are familiar with. You can find out the problems and opportunities in this industry. The economic crisis is just like a match in the dark, brighter than the candles lit in the daytime.

The crisis does not necessarily mean the downturn of the market. The key is to train the "internal strength", find new opportunities and change our minds, so that we can step up to a new platform to achieve growth in the opposite direction.