Red Collar Group To Become A Dark Horse Industry To Achieve More Than 150% Year-On-Year Growth

Here world

Xiaobian of the network to introduce the dark horse industry: red collar group this year to achieve more than 150% year-on-year growth.

In the overall downturn of the garment industry, Qingdao red collar group is undoubtedly a wonderful flower.

In 2013, red collar achieved a 2 billion sales performance.

In the first half of this year, the red collar group has achieved an increase of over 150% of production, sales and profit targets in the first half of this year.

Behind these beautiful data is the unique internet thinking of this enterprise: since 2003, the red collar has spent 11 years to invest 260 million capital, and has built its own big data system with the thought of information internet and the red collar 3000 artificial factory as the laboratory.

It is said that Zhang Ruimin, chairman and chief executive officer of Haier group's board of directors, was very much recognized after the visit. He also allowed hundreds of middle and upper level leaders of Haier group to learn from 9 batches of red collar students and learn their Internet thinking.

The red collar is also published as a typical case in the information and industrialization in-depth integration of cadre knowledge Reading published by the Ministry of industry and information technology.

Even CCTV's news network has reported more than three minutes.

Li Jinzhu, executive vice president of the red collar group, summed up the characteristics of the Internet era with Ma Yun's words. "Mobile shops, mobile bosses, people are the facade, the mouth is the business window, the fate is the customer, the mobile phone is the cashier's desk, the business is in contact with the mountains and rivers, and the deal is done in a laughing and talking fashion! If you have a predestined relationship, you can become a winner earlier. If you look down on it, you can only stay at the empty shop at home and continue to look down on it. It will never come too late! The trend will never come at a time when everyone is better."

One of the hot words in the Internet age is "data".

"You can interpret data as a treasure, or you can interpret it as a burden; you can interpret it as gold or garbage."

Li Jinzhu thinks that data is everywhere, and the whole future world is the world of data, but if data are not analyzed and exploited, the data will be of no value.

Industry: most clothing companies do not care about consumer demand.

What is the current situation of the clothing industry? We can see one or two from the data.

CIC Securities Research Report shows that in the industry, 33 A shares and H-share listed companies as samples, the first half of 2014, the overall operating revenue of 33 listed companies increased by -2.6%, net profit growth was -3.6%, and the business situation remained low.

At the same time affected by discount sales, most of the enterprises gross profit margin declined, the overall gross profit margin reduced to 49.3%.

The clothing industry's closing shop tide also feels the cold winter temperature from the side.

In 2013, Lining, Anta, PEAK and other large-scale customs stores closed 2249 stores.

Half year results released by Esprit show that only last year, there were 38 stores in Hua Guan store.

In addition, the number of stores in the United States (10.88, -0.08, -0.73%) decreased by more than 200 last year, and the number of stores in the mainland in the first half of decreased by 180.

According to the data of China Textile chamber of Commerce, there is a serious overcapacity in the domestic garment industry, with a net profit margin of only about 5%.

At the same time, the appreciation of the renminbi has also made many garment enterprises with foreign trade mainly affected by profits.

Li Jinzhu, executive vice president of Qingdao red collar group, told sina finance that one of the main reasons for today's situation is that many clothing companies have not focused on clothing management for a long time, and have always been focused on doing other things.

In addition, he gave his own views from several angles and pointed out several major problems in the clothing industry.

First, the values are wrong.

The value of traditional manufacturing industry still depends on what means, channels and ways of publicity to ensure the market share, income and profits of enterprises, but it does not pay attention to the needs of consumers.

Two, business ideas are wrong.

The traditional business idea is to do everything, from the perspective of the enterprise, with the product as the core, but not what it can bring to consumers.

Three, the way of operation is not right.

Li Jinzhu said that many enterprises believe that diversification can make money, so they extend and control the industrial chain.

Li Jinzhu believes that enterprises want to do anything, they can't do anything well.

How much is the inventory of the clothing industry? What is the judgment of the industry is that the annual inventory of the Chinese clothing market is estimated to be 400 billion yuan in a more conservative way. Now all the inventory of all the enterprises is enough to sell for 3 years on the market.

"In such a high inventory situation, many enterprises still maintain a traditional idea: focus on improving efficiency, reducing costs and reducing prices".

Li Jinzhu pointed out that the cost is the bottom line, and the drop in prices will lead to fake and inferior products.

As far as efficiency is concerned,

When it's not easy to sell, the higher the production efficiency is, the more output will be and the larger the inventory will be.

Internet: if you look down on it, you can only stay at the empty shop at home.

The clothing industry is undoubtedly one of the most obvious industries affected by the Internet.

Statistics show that in 2013, the scale of China's apparel online shopping market is expected to reach 434 billion 900 million yuan, accounting for 23.1% of the total online shopping market, and is expected to reach 615 billion 300 million in 2014.

China's textile industry predicts that in 2016, China's clothing online shopping business range or nearly trillion yuan.

In addition to the cold data, people can also see in real life that many physical clothing stores are turning into "corpse shops", or they are crowded, but a large proportion of customers only look at them, but when they try and feel good, they secretly record the brands and models on the Internet to buy them.

After a brand of clothing burst red, Taobao online immediately appeared Shanzhai version of the "same paragraph".

So many enterprises began to pform to the Internet.

The biggest feature of Metersbonwe's new store is its integration into Internet elements and O2O system.

Coincidentally, the half year report of nine herd Wang revealed that the integration of lines and offline as an important development direction in the future.

In September 1st, the "E mall" shopping platform of nine Mu Wang was formally launched.

In July 17th, the hundred round trousers industry announced a restructuring plan to buy cross-border electronic commerce world Tesco at a price of 1 billion 32 million yuan.

As for the passion of wading Internet in clothing enterprises, Li Jinzhu believes that enterprises burning money to do electricity providers also do not solve fundamental problems, because they still change in channels, and do not think about the problem from the perspective of consumers.

{page_break}

In Li Jinzhu's view, clothing enterprises should pform their original values and actively integrate into the Internet era to establish interactive relationship with consumers.

He believes that although many enterprises have been holding the slogan of "customers are God", they have only stayed in verbal rather than action.

"Enterprises use this slogan to deceive customers, but they do not really treat customers as gods. They are just shouting."

For traditional industries, Li Jinzhu's proposal is to use the Internet thinking to understand the industry and to do well in its core values.

In addition, it can selectively cross boundary cooperation after clarified its core value in the field of consumer services.

"Wanda, Baidu, and Tencent, the three giants have cooperated. What are the reasons for our small businesses not to cooperate?"

Li Jinzhu believes that the characteristics of the Internet era can be summed up in the words of Ma Yun. "The best business in the future is the mobile shop, the mobile boss! People are the windows of the business, the mouth is the window of business, the customer is the computer, the mobile phone is the cashier, and the business is in contact with the mountains and rivers. The business is just talking and laughing. If you have a chance, you can become a winner earlier. If you look down on it, you can only stay at the empty shop at home. If you don't understand it, you will never get it! The trend will never come until all the people applaud."

One of the hot words in the Internet age is "data". Li Jinzhu's understanding of data is, "you can interpret data as a treasure, or you can interpret it as a burden. You can interpret it as gold or garbage."

Li Jinzhu thinks that data is everywhere, and the whole future world is the world of data, but if data are not analyzed and exploited, the data will be of no value.

Talk about red collar Customization: when Ali is talking about C2B, we are doing C2M.

In the cold wave of the clothing industry, Qingdao red collar group is undoubtedly a wonderful flower.

In 2013, Qingdao red collar group achieved a 2 billion sales performance.

In the first half of this year, the red collar group has achieved an increase of over 150% of production, sales and profit targets in the first half of this year.

Behind these data is the unique internet thinking of this enterprise.

Since 2003, the red collar has spent 260 million years in 11 years, and has built up its own big data system by using the thought of information internet and taking the red collar 3000 artificial factory as the laboratory.

Since 2005, red collar has established an enterprise strategy for developing high-end suit, personalized customized MTM (Made-to-Measure).

Through the MTM system, consumers can become designers, and only need to move the mouse to get personalized suits made by enterprises.

Its 3D printing mode enables consumers to freely enter their own body data and personalized needs, support the global customers' DIY independent design, and decide the style, technology, price, delivery time and service mode independently, and customers' own blueprint can meet the sexual needs of 99.9% consumers.

The red collar promise can deliver the finished suit in seven working days.

Li Jinzhu said that red collar owns the intellectual property rights of the customized system composed of more than 30 software.

"When Ali was talking about C2B, we had already done C2M."

Li Jinzhu said that the C2M mode of the red collar mode, C represents consumers, and M represents the factory, that is, the way consumers sell to factories.

There is no intermediate channel between consumers and manufacturers.

"The cost of production plus a reasonable service charge is reasonable to the price of the consumer."

The gross profit of red collar is higher than that of the industry.

The reason for this is that in the traditional garment manufacturing industry, manufacturers spend 80% or even 90% of their expenses on the channels, while the channel operators increase their prices at various levels, and factories do not get tangible benefits, and consumers also bear too high prices.

In addition, the traditional pricing method of garment industry has its own problems.

"When considering the price, we should consider the price of these ten sets of clothing to five sets, such as ten sets of clothing should set one hundred yuan, he must set to two hundred yuan.

Why? Because he has to consider that five of these ten pieces of clothes are not sold at last, and they have to be sent to the recycling station. "

One of the criteria for assessing the scale of traditional clothing enterprises is the number of stores.

But Li Jinzhu said the red collar has kept the number of stores within 300 stores.

"The storefront must have a very good profit. I will allow you to store it.

For a franchisee, if you are not able to meet my requirements, I will directly disqualify you and cancel your agent qualification.

This steady style of red collar stores is also good, because too many channels are too fast for many brands.