When winter comes, should enterprises "get into bed" or "go hunting"? Lang Xianping's answer is: Today must be better than tomorrow, and enterprises can only sleep!
However, Nomanqi, a little-known clothing company from Guangzhou, went against the trend in this extraordinary period and put on cotton-padded clothes to "hunt".
While many garment enterprises are cutting their fronts, opening up new sources and reducing expenditure in the cold winter, Norman plans to invest tens of millions of yuan, and has repeatedly offered heavy money: Sun Li, a popular star, was signed as the brand image spokesperson of 2009-20 10; Rent a booth of nearly 200 square meters to show the Norman brand style at CHIC2009; Join hands with Guoyan International to hold the China Clothing Dealer Fortune Forum, and invite industry elites and Norman dealers to discuss the future of China clothing; Call the national distributors and hold the autumn clothes ordering meeting of 1000 people in Beijing!
"Not a heartbeat."
Making clothes is most afraid of overstocking. In the economic winter, Norman staged a "speed of life and death": when many clothing enterprises contracted their fronts and reduced orders, Norman expanded against the trend, and the output of summer clothes in 2009 increased by 100% compared with the same period of last year!
This is undoubtedly a move that has aroused widespread concern in the industry. During the economic crisis, Norman Qi went against the trend. Isn't he worried that the speed of life and death will bring a "fatal blow"?
Facing the reporter's question, Yan Jianhua, the chairman of Normandy, said easily: We are not playing with the heartbeat, but doing it according to the actual demand of the market, so we don't have to worry about the rapid development of Normandy.
Although Norman's orders in the summer of 2009 increased by 100% compared with the same period of last year, in Norman's view, this is the result of the development of the enterprise. "Norman implements the order system, and customers also place orders according to actual needs, so that the inventory is controlled within a reasonable range," Yan Jianhua told reporters. "Therefore, although the company has been conservatively estimating the market share this year, dealers are willing to continue to maintain the growth of orders, which has brought strong impetus to enterprises."
After nearly ten years of early accumulation, the market increment of Norman Qi brand is gradually being liberalized, and its share in women's wear market should not be underestimated. In 2009, this "big step" taken by enterprises is a natural thing for bosses and agents. However, "it can't be said that the changes in the economic environment this year have no impact on Norman." Yan Jianhua said frankly that at present, the competition in the domestic clothing market is becoming more and more fierce. Many foreign trade enterprises switch to domestic sales, some new products are discounted as soon as they are listed, and the rents of shops are also rising.
The river is full of water. End customers can make money and continue to operate, and the head office can continue to grow and develop. Yan Jianhua said, "We feel the customer's confidence in the brand, but at the same time we also consider the pressure of the terminal." In order to ensure that enterprises and customers can still achieve sustained growth in performance during the economic crisis, in 2009, Norman made substantial adjustments and concessions in channel management and marketing strategy formulation, and increased support for customers, taking various measures to ensure that it stood out from the competition of similar brands. Yan Dong said that Norman will write his own "Spring in the North" in the cold winter, so that terminal operators can feel the bright sunshine of the cold winter sent by the head office.
"Love will win."
Yan Jianhua was born in rural Henan. He is tall and has a good voice. He was also a literary and art soldier for several years. He usually entertains guests at KTV and likes to sing Spring in the North. He said that Spring in the Northland is not a love song, but a folk song originated in Hokkaido, Japan, and it is an ode to the strugglers who "love to fight to win". Singing this song often is actually a spur and encouragement to yourself. After changing jobs, Yan Jianhua went to work in the tax bureau. He is in high spirits and doesn't want to do nothing in a unit with a salary of several hundred yuan a month. So he left with pay, contracted a department store, joined the team of adventurers who went to sea for the first time, and dug up the first bucket of gold in life. Later, he founded the "Yanshi supermarket chain" and his career is booming. Become a famous local entrepreneur and be elected as a representative of Zhumadian Municipal People's Congress.
In 2005, Yan Jianhua left the business in his hometown to his younger brother and sister to take care of, and went south to Guangzhou with his wife Hou Dongmei to run "Normandy" clothing, in order to get the frustrated Normandy out of the predicament.
Previously, in the rising period of casual wear, Norman's casual wear used to have unlimited scenery. In 2000, General Manager Hou Dongmei invited Li Xiang, the first Norman brand spokesperson, which was also the first enterprise in Guangdong garment industry to invite celebrity endorsements. Then, in 2002, Zhao Wei became the second spokesperson of Norman Qi. At the meeting in Zhaowei, Zhengzhou, more than 654.38 million Norman customers gathered in Zhengzhou, and customers used cash to compete for joining qualifications, resulting in the clothing industry.
However, due to poor management, Normandy subsequently faced the fate of "Waterloo". With the fierce competition in the casual wear industry, Norman Qi, who lacked competitiveness, once fell into a trough. More than half of the country's agent customers have lost, and the market has shrunk severely.
There are always good times and bad times in life. There are always setbacks in my career. This indomitable man in the Central Plains is determined to pull Norman out of the trough with his wife and create more glory in his career. In 2005, Yan Jianhua and his wife, with the courage to break their wrists, resolutely changed the product style to meet the market demand.
Brand comprehensive transformation
"Following others is not competitive," Yan Dong said. At that time, the domestic casual wear market was booming, and several well-known brands such as Metersbonwe, Bang Wei, Bang Wei, Pure and Mason had been widely recognized by consumers. It is a great challenge for enterprises to get out of the encirclement of these brands. Why not open up another market?
After visiting Korea, Japan, Hong Kong and other places, Yan Jianhua believes that the women's clothing market will have a good development trend for a long time to come. Out of strong confidence in this market, Norman made a 180-degree turn in the first half of 2005, directly transforming from casual style to women's wear. Although other brands were also making this transformation at that time, they were all transitional attempts. "Some customers also told us not to change at once, but to let consumers have an adaptation process." Yan Jianhua said that in the process of brand development, they often collided with customers' ideas, but this time they used market research to persuade customers to accept the enterprise's practices.
Out of the shackles of traditional women's clothing, Norman Qi has always embodied the elements of fashion in the brand in recent years. The accurate positioning of products, as well as the dredging of production and the establishment of management processes, have made Norman once again successful in the market. Compared with similar brands, Yan Dong, who has been in charge of product design and production, believes that Norman's advantages lie in clear design ideas, rich and perfect product structure, simple and generous design style, being able to grasp the fashion trends of the season, and having time advantages over similar brands in logistics control.
Today, Norman's products are divided into two series. Black-and-white fashionable campus style and pink lady style are gradually appearing on the terminal products at a ratio of 50/50, and its national stores have also increased to 1200, and its market share has soared. Norman ushered in the spring of rapid brand development.
Thanks to the virtuous circle of enterprise development, in 2009, even in the face of the economic crisis, Norman's orders increased significantly, which fully showed the terminal's confidence in brands and business operators.
"Winter is a good day for hunting."
Soldier Yan Jianhua has a hobby: hunting. For hunters, winter is the harvest season. Yan Jianhua said that before the arrival of winter, hunters prepared a full set of equipment, including warm hunting clothes, enough ammunition, excellent shotguns and so on.
"Similarly, for prepared enterprises, the economic crisis is also a good opportunity for hunting," Yan Jianhua turned to the global financial crisis.
Crisis is both a danger and an opportunity. Many economic experts pointed out that 2009 was an accelerated year for the birth of China brand giants. In the face of the economic crisis, it is the problem enterprises that fall, the enterprises that are not prepared for the winter, and the outstanding enterprises with strong competitiveness win. At the same time, when other enterprises are hibernating or preparing for hibernation, it is the best time to attack and expand the market.
Buffett said that you won't know who is swimming naked until the tide recedes.
To paraphrase Babbitt's famous saying, only in the cold winter can we know who is more competitive. When the economic winter came, some large enterprises closed down overnight, including some local leading enterprises in the textile and garment industry. Enterprises without cotton-padded clothes and competitiveness can't resist the invasion of the long winter and freeze to death. Survival of the fittest, eternal law of the jungle. As expected, an uncompetitive enterprise will be defeated in the fierce competition.
Having said that, Yan Jianhua suddenly said that Norman can achieve soaring performance against the trend in the crisis and invest huge sums of money in brand building and market building, just because Norman is actually a "hunter" who knows how to be prepared and wait for the best opportunity to attack his prey. A few years ago, Normandy kept a low profile and kept developing silently, but now, Normandy has a certain strength, and compared with his peers, he also has his own competitiveness. Now that winter is coming, Norman should act! Because, in the market economy, if you are not a hunter, then you can only be the prey of others.
At a high-level meeting at the end of 2007, Yan Jianhua declared categorically that the financial crisis actually brought a rare opportunity. In 2009, Norman will seize the opportunity to expand the market, enhance brand awareness and reputation, and make products more competitive!
Yan Dong's confidence comes from the profound accumulation of Norman brand over the years.
In 2005, Norman made a gorgeous turn, which perfectly realized the style transformation from casual wear to elegant women's wear, and gradually improved the product line. The sweet lady style has been enthusiastically sought after by the market. In 2008, Norman introduced product planning to further promote product development through the intellectual support of brains outside Hong Kong and Taiwan.
Recruit talents, strengthen management, and effectively strengthen support services for agents and franchisees. Since 2007, Norman has been cooperating with China Research International, Blue Time and Space and other consulting organizations to strengthen the training of employees and end customers, and to obtain talents and benefits from the training.
Strengthen information management and gradually install ERP system throughout the country; Upgrade the store and fully promote the image of the fifth generation store in 2008; The Norman brand development plan for 2009-20 12 was issued, which pointed out the direction and defined the goal for brand development.
Norman introduced a series of measures to lay a solid foundation and build a brand. After years of preparation, Norman rose quietly. In this economic winter, Norman's development strategy suddenly surfaced, and hunters who have never shown their mountains and rivers will embark on a hunting trip.
"Hunter's Winter Preparation"
Hunters must first have "hunting clothes" to protect their bodies from freezing when hunting in severe winter. Naturally, during the economic crisis, Norman Qi, who doesn't want to be a prey, should also have his wintering skills.
In order to improve the management ability of agents, help them build the company structure and optimize the branch process, in 2009, Norman also adjusted the company's personnel structure and strengthened the guidance to agents. "So we are different regions. Now we are responsible for the management of each agent. From engineering supervision to store supervision, we have added specialized personnel to provide fixed-point assistance. " Yan Jianhua said that at present, the company's marketing staff has increased by more than 20.
In addition, in terms of production design, Nomanqi will launch 400 models every quarter, matching the company's 26 designers, of which 18 designers have been serving the enterprise since 2005 and are familiar with the brand style. They can effectively continue and develop the design concept of products. The newly recruited eight college graduates are the new training targets of the company as a powerful backup supplement.
In the production process, Yan Jianhua said that he paid special attention to the process control, and supervised the development, quality inspection, delivery and logistics of raw materials to ensure that they were put into storage one quarter earlier than similar brands, and made full preparations for the distribution and sales of channels, thus ensuring that the brands participated in the market competition in 2009 in advance.
"The real brand starts from internal management and then extends to the market." Yan Jianhua said that after the twists and turns in 2003, enterprises paid more attention to their own construction and the support they could provide for channel terminals.
"In 2008, the delivery price of Normandy to the terminal was 5.3 fold of the label price. In 2009, the company decided to give a delivery price of 4.8 fold, and at the same time provide professional assistance in supporting materials and providing marketing executives. " Yan Dong said that these benefits can make customers feel that the company has made huge profits this year, and the overall cost in brand promotion, hiring professional consultants to coach agents and franchisees will reach 6,543,805 yuan.
Some people say that the economic crisis in 2009 was a test for clothing enterprises, but Norman Qi expressed his determination to work hand in hand with agents and share risks. "Being a first-line brand in China fashion market" means that the brand should take every step in the future together with channel agents and franchisees.