Interview With JEANSWEST General Manager Liu Weiwen

< p > "JEANSWEST, as a brand enterprise with a history of 30 years, has experienced many economic ups and downs. Our experience is that we should do different things in different periods of the economic cycle.

These two years are not the best period to develop vigorously. What we need is to concentrate our resources, practise our internal strength, develop the international market with potential growth potential, develop e-commerce, and wait until the market adjustment is over, before we can further develop the Chinese market.

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A reporter interviewed Liu Weiwen, director and deputy general manager of JEANSWEST International (Hongkong) Limited ago. In the interview, Liu Weiwen's speech left a deep impression on reporters. This is a good suggestion for the independent brand. In the economic fluctuation stage, what kind of development attitude the Brand Company should adopt and what kind of development direction to choose is of great significance for the brand to pass the economic fluctuation cycle smoothly.

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< p > > in the interview, < a href= "http://www.91se91.com/pioneer/" > Liu Weiwen < /a > talked about the past "double eleven". JEANSWEST has achieved 57 million yuan of brilliant sales results in this activity, which is of great significance for a traditional clothing brand dominated by traditional channels.

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< p > "we use three days to send all 520 thousand orders to customers."

Liu Weiwen said with great pride.

How to build such an efficient e-commerce team? In the curiosity of reporters, Liu Weiwen talked about the development of JEANSWEST's e-commerce.

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< p > JEANSWEST began to do business in 2009. At that time, e-commerce could achieve about 400000 yuan per month, almost the same as that of a physical store next line.

In 2010, JEANSWEST participated in the "double eleven" for the first time, and made about 10000000 yuan when it was totally unprepared.

Speaking of this experience, Liu Weiwen said: "we should not say that we were not prepared for that. Although we were very happy to do about 10000000, we received a lot of complaints after the delivery and after-sales service. The delay in the order and the mistake in delivery will happen."

In the face of such rapid growth of e-commerce, JEANSWEST decided to set up an independent E-business Department independently. At present, JEANSWEST's e-commerce Department has developed to 120 people.

In 2011, JEANSWEST made 130 million e-commerce. In 2011, the "double eleven" JEANSWEST achieved 25 million yuan.

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< p > "2012 is the third" double eleven "we participated in, and we achieved 57 million yuan.

Before "double eleven", we made several preparations in advance: first, the product is ready, the goods on the front line are exactly the same. In 2012, we began to correspond to the needs of customers, launched the network funds, and did well in 2012.

Secondly, the biggest problem of traditional brands in the past is the conflict between online channels and offline channels. Traditional brands have many franchisees and branches. They have their own markets. The development of E-commerce makes them feel that online shopping has broken their business.

This problem was sharper in 2009 and 2010.

For this reason, we have been looking for solutions. After that, we solved this problem. We put the headquarters electricity supplier into the ordering department, and sent orders to all branches and franchisees. Of course, this involves the inventory problem of franchisees and branches. Many times, the closest buyers may not have this stock, so we send them to the franchisees who have recently had the stock and let them do the business. This solves the conflict between online and offline well, and enables online and offline cooperation to do well in e-commerce.

In 2012, "double eleven", our sales of about 57000000 yuan accounted for more than 520 thousand products, depending on 13 warehouses working together, so that within more than 520 thousand days to send more than 520 thousand goods to customers. "We have to sell 13 products to customers."

Liu Weiwen said.

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< p > properly solve the conflict between online and offline, JEANSWEST's e-commerce development is more smoothly. JEANSWEST is adhering to the interests of all customers, to connect online and offline. If customers buy clothing in online shopping malls, JEANSWEST will introduce customers to the nearest offline stores that have customers need goods, meet the needs of customers' experience, of course, customers can also purchase orders directly online.

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< p > recently, many brands have been trapped in inventory problems, and JEANSWEST has been doing so in the process.

For inventory management, JEANSWEST has its own way.

Liu Weiwen said: "JEANSWEST is doing the mass brand, and the price in the same brand is 10% cheaper than that of our competitors. This requires us to improve the efficiency in management, and our meticulous management has been done for more than ten years."

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< p > Liu Weiwen, for example, if a brand has annual sales of 1 billion yuan, the profit margin will be 8%, and there will be 80 million profit. If we look at the warehouse and have 60 million inventory, what is the profit margin? So if the retail inventory management is bad, the profit is all paper.

"Because of the relatively low gross margin of JEANSWEST, we have been making precise inventory management over the past ten years.

Our inventory management has three dimensions: time dimension, product dimension and regional dimension.

To control inventory, we must control these three dimensions. In the time dimension, we are accurate to the week, and the product dimensions are subdivided into various design elements and details. The regional dimension is subdivided from the provincial cities to the detailed units of each shop, so our stock rate is relatively low.

Of course, these decisions are very difficult if people make decisions, and they need a very good information system.

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< p > then he talked about the process of information construction of < a href= "http://www.91se91.com/news/index_c.asp" > JEANSWEST < /a >, and JEANSWEST's sunrise group has a large IT department, which has 120 business analysts, system analysts and programmers, all JEANSWEST systems are developed by themselves.

"Self development will have an advantage in making business logic planning for the company's business.

In the past 20 years, every business category has a business group docking with the IT group. For example, the purchasing department is the person responsible for purchasing and the IT department responsible for purchasing system. We call it the IT business group.

Every category has such a IT business group.

They need to sort out their needs every month, and then develop the IT department. The system is not made two days in a day, it is our improvement over the past decade or two.

Of course, this system is not perfect, but at least let us have a multidimensional data in decision making. When making decisions, it can be scientifically based on facts and based on needs.

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In P interview, Liu Weiwen also talked about new media marketing. He believed that it is very important for brand enterprises to understand what way consumers communicate and what channels to get information. Brand should always pay attention to consumers' habits and hobbies, what they like and habits, and must aim at these habits and preferences.

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< p > finally, when it comes to how JEANSWEST can get into a lot of difficulties with many brands of the same industry, Liu Wei said, "JEANSWEST is a" a href= "http://www.91se91.com/news/index_p.asp" Hongkong "/a brand, which has a history of 30 years.

Over the past 30 years, we have experienced many economic ups and downs. Therefore, we know very well what a brand should do in the course of economic setbacks.

In the past two years, JEANSWEST has not developed rapidly, but is relatively conservative.

This decision has prevented us from encountering many problems due to rapid economic development.

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