Home >

Eighteen Ladies' Square Ye Guoming: Dialectical Thinking Of Fast And Unpleasant

2011/5/21 9:04:00 209

Eighteen ladies' workshop, a rapidly rising women's wear.

brand

。

What language should we use to describe her? In 2011, China's international clothing and accessories fair, eighteen ladies square 4 days to sign more than 100 franchisees, in the next two months, a number of new stores have been opened, for the upcoming next order season, general manager Ye Guoming is excited and slightly nervous.

In the context of rapid development, he is now considering more ways to control the pace and pulse of development.

Dialogue guests: Ye Guoming

Eighteen ladies' Workshop

Brand General Manager

Eighteen ladies' Workshop

fashion

Women's wear

Speed is not the only goal.

Reporter: now it is the autumn and winter ordering season of eighteen ladies' workshop. Are you satisfied with the current order?

Ye Guoming: because the order of each major area is just beginning, the final data of the order is not clear, but from the two regions of Hunan and Beijing that I have contacted, it is no problem to achieve the brand growth.

Many new stores have been opened this year, and the number of franchisees has increased significantly. So I am confident of this order.

Reporter: you mentioned the growth question just now. In our view, the growth of the eighteen ladies' Square is very fast. Is this what you purposely pursue?

Ye Guoming: since the establishment of the eighteen ladies' workshop in 2004, the development speed has been very fast.

First of all, our products and positioning have been recognized by the market.

From the wholesale format to the brand development, we have always adhered to the development idea of high performance price ratio. In addition, we constantly subdivided the women's wear market and established the development direction of ladies' clothing, so we won the recognition of a large number of consumers.

We have maintained a growth rate of 100% over the past few years, and 5 times in 6 years.

The volume of the brand is relatively large now, and it is not very realistic to ask for a 100% increase. However, it is estimated that the growth of over 60% this year will not be a problem.

Reporter: what do you think of the rapid development of the eighteen ladies' workshop? Do you have any pressure to maintain this speed?

Ye Guoming: as a clothing person, the development speed of the eighteen ladies square is indeed pursued by many brands, and it also makes us feel proud and gratified.

There are many reasons for this development speed, for example, our products, our marketing, our team building and so on. This is the resultant force that has contributed to the development of the brand. We have a very clear understanding of this.

We hope that the brand will grow stronger as soon as possible, but it is not a special pursuit of speed. Especially now, when the brand already has a certain foundation and is facing a higher level of upgrading, it is obviously not enough to simply pursue quantity.

Now we need to pay more attention to the brand image building. We should dialectically analyze the rapid and unpleasant speed of market development. We hope to achieve greater brand improvement at a relatively steady pace of development.

{page_break}

Eighteen ladies' fashion ladies' wear

Maintain product style stability

Reporter: Eighteen the product direction of ladies square has always been the main body of the chairman, sister Qin. How do you work together?

Ye Guoming: I have a clear division of labor with my sister in the process of brand operation. She is responsible for the design and production of products, and I am responsible for marketing.

This division of labor is very necessary for enterprises.

Because of a women's clothing brand, the stability of style and trend is very important.

Some enterprises change their design director in two or three years. Everyone has their own inclinations and preferences. It is inevitable that there will be a swaying of style in the products. In the long run, it will be harmful to the brand image.

Eighteen since the establishment of the brand, the lady's office has always been responsible for product design by her sister. She is very experienced and targeted in the product, so we can establish our image and status in the field of ladies' wear.

Reporter: what are the highlights of this autumn and winter products?

Ye Guoming: bow, lace and flowers are all elements of every season's ladies' dress.

This year's feature is to add a lot of products that can improve the quality, including the introduction of some leather accessories, the use of more fur.

Eighteen ladies' square has always adhered to the popular development route. The price of products is relatively close to the people. But with the continuous improvement and upgrading of brand image, we need more products that can reflect the value of brand. Therefore, we have introduced some relatively high priced goods in this season's products, the proportion will not be too large, it should be around 10%.

We will finally decide the products that will be put into the market according to the feedback from franchisees.

Company and brand grow together

Reporter: I always feel that you are a very rational decision-maker when facing with you. Facing the momentum of rapid development of brand, what are you considering most now?

Ye Guoming: brand development is in good condition, which every business operator wants to see, but at the same time, the problems are obvious.

For example, management, how the original management team to adapt to the current scale, how to enable new people to accept the culture of enterprises, these works are concrete and realistic, what we can do is to make progress in solving problems and grow with brands.

We will invest millions of businesses to establish ERP management system this year. This is an inevitable task for enterprises to upgrade.

Reporter: what do you think is the most urgent work for the eighteen ladies' square now?

Ye Guoming: with the development of brand, more and more people begin to pay attention to the eighteen ladies' workshop, which makes us feel pressure and feel happy at the same time.

The rapid development of the brand proves that our early development ideas and methods are correct. After all these years of accumulation, we are now more firmly convinced of the brand building belief, and the shaping of culture will be the focus of the next step.

For a brand, the cultivation and accumulation of culture is a relatively long term work. We have now realized the importance of him, and refining and creating the culture in the future will be an important part of our work.

Reporter: what is your favorite content in the corporate culture you want to build?

Ye Guoming: we started from wholesale, and then began to brand operation, more than ten years ago, so that we have a good relationship with many partners, including agents and suppliers.

In enterprises, we have formed a harmonious relationship and harmonious atmosphere.

Low key, modesty and steadfast are the characteristics of our whole team.

I always believe that the core advantage of the eighteen ladies' Square is that everyone is doing things with the same heart and pursuit.

Our enterprises need to break the mindset and constantly accept new ideas and ideas in order to keep the vitality of enterprises in continuous learning.

{page_break}

What I say goes

Sooner or later, there is no reason why we should be slow.

There is a Indian proverb, meaning that a person runs too fast and needs to stop to wait for his soul.

As a growing enterprise, rapid development is what everyone is pursuing.

When we praise the rapid growth, have we ever thought that sometimes slow is also an option?

Every time the eighteen ladies' workshop was interviewed, they all felt the vitality of the development of the enterprise. He was like a train running on the high speed lane with a bit of an advancing trend.

Fortunately, his manager has always been rational and able to view his achievements in an objective way. This attitude has made the high-speed train lost because it is too fast to derail.

In the early stage of brand development, volume growth is undoubtedly the most important and most direct result. Countless brands are developing at high speed. The question is whether there is qualitative change behind the increase in volume.

In the clothing industry, the most widely heard vision is to be a centenary brand.

What kind of brand can be a hundred years without falling down? It becomes a symbol and legend of an era. After consulting numerous examples at home and abroad, it is found that the stronger force behind the brand is culture.

China is not short of culture. Thousands of years of historical inclusion have accepted numerous external factors, forming its own unique and profound culture.

But for clothing brands, the weakness and lack of culture is an indisputable fact.

So many enterprises are doing the brand culture and cultural supplement.

Just like the topic before the eighteen ladies' workshop, the fast growing market and the desire for cultural accumulation.

To the market, people can exclaim speed, and speed is no longer the only criterion for culture.

The scale of rapid expansion will sometimes become an obstacle to cultural formation. It is very difficult for companies to puzzle out their demands. How can we dig out the core values of enterprises?

This may be a good reason for slowing down.

From the rapidly expanding state of high fever, looking back on the process, looking back at the inside, think about what kind of soul the brand must be.

Eighteen ladies' Square is lucky, because in the development, his policy makers always remember that from the beginning of the brand, they are pursuing a harmonious atmosphere and steady state.

For culture, they are also exploring, not only the sweet brand image, but also more people related content.

Make the scale with the shortest time, and build the image with more time.

The problem seems simple, but implementation is not easy.

So, when an enterprise is developing rapidly, do not need to be surprised, because maybe you are at the edge of the loss, and when the brand develops slowly, do not panic, you can use this interval to comb out the culture and connotation.

In a word - control the rhythm.

Running an enterprise is like dancing on the stage. Sometimes it is slow, slow, slow and relaxed.