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Cui Yesong, General Manager Of Yalu Operation: Reshaping The Value Of Enterprises By Digitalization

2019/11/14 17:39:00 0

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As a representative of the South of Jiangsu model of township enterprises, there is a close relationship between them. Yalu group, which has developed for 50 years, has always followed the business philosophy of "winning by innovation and shaping world famous brand" through its forward-looking vision and steady and pragmatic management style. It has grown from a small workshop to a comprehensive enterprise group with many fields and businesses, such as clothing, chemical fiber, finance, real estate, material flow, and so on. And become China. One of the influential and popular feather clothing brands has won the prestige of "famous trademarks in China" and "famous brand in China". In June 2019, the world brand laboratory announced the list of China's 500 most valuable brands. The Yalu brand ranked 263rd in the brand list, and the brand intangible asset was 22 billion 335 million yuan.

In order to achieve brand sustainable development, June 2014 Jiangsu Yalu brand operation Limited by Share Ltd was formally established. In just a few years, Yalu's operation, through continuous integration of the industrial chain and innovative business models, has not only formed the pluralistic development model of Yalu men's clothing, Yalu factory shop, professional clothing customization and Yalu's optimization, which is four in one, which has catered to the multiple demands of consumers, and has continuously promoted the strategic layout of multi category market segmentation. It has realized the leaping development of sales from 0 to 1 billion 420 million, and contributed "Yalu mode" and "Yalu experience" to the digitalization and empowerment of the industry.

Break through

Butterfly regeneration

With the change of market and times, How can traditional enterprises break through the red sea? It has become a big puzzle that perplexed the transformation of enterprises. Admittedly, the most important thing is the transformation of enterprises. The core of organizational change is not only the adjustment of organizational structure, but also the adjustment of business mode and production supply chain. The core of endogenous development is human development and training.

At present, there are three main changes in the development of enterprises:

Supplier changes: as the cost of raw materials continues to rise, especially the tightening of environmental policies, the price of surface accessories has been rising. The superposition of many elements has seriously pushed up the production costs of downstream garment enterprises. However, the price of clothing retail has not risen, but it has declined, and suppliers are becoming increasingly concentrated. This brings the product homogeneity to some extent.

Changes in competitors: Clothing Enterprises "The two ends of a smile", the most important part of which is market retail. Retail is the mode of chain monopoly, mainly offline stores. The retail competition of offline stores has already become red sea and ecological. It is not a competition between an enterprise and an enterprise. It is a competition between a group of organizations and a group of organizations. In recent years, e-commerce and live broadcasting are even more popular. This year, "double eleven" Tmall has a turnover of 268 billion 400 million yuan and Jingdong 204 billion 400 million yuan. Today, new retail has become a norm. In addition, in the supply chain, the industry has begun to focus on flexible supply chain.

Customer changes: data show that clothing consumption accounts for a decline in the past five years. About 2%, and there are five trends in new consumption. Customers need high cost performance products that are comfortable, easy to wear, and relatively affordable. This is a great challenge for clothing enterprises. In addition, the competition among the sneak competitors is also fierce. Many regional brands are attacking traditional clothing enterprises.

Faced with these new changes, the traditional mode has been unable to adapt. Yalu, as an old brand, has solidified its brand image. It has been difficult to break through the breakthrough of traditional organizational strength. Therefore, there is still much room for improving internal management capability and enhancing organizational performance.

Restructure

Enhance tissue vitality

As a traditional old enterprise, the transformation of Yalu urgently needs to be transformed from four aspects, namely, from traditional organization transformation to digital organization, from heavy assets to light assets, from the former wholesale agent to the current retail operation, from single product to multi product transformation in four seasons. Among them, the most important thing is organizational restructuring and upgrading. In 2014, Jiangsu Yalu brand operation Limited by Share Ltd was born.

And so called. Digital organization In addition to Digitally driven What is more obvious is mode. Delayering , Networking , Mode of production have to Individualization , Regionalization And the digitalization and intellectualization of management.

In order to realize the digital driving of Yalu, not only the internal background management system, but also the use of nails, cloud classroom, internal attendance and internal communication and communication, meeting arrangement, mail sending and receiving, and even live broadcast are all realized by nails, and even process management and approval have been realized. OA (office automation). Besides the establishment of HR system in addition to staff management, salary management and wage settlement, ERP (Enterprise Resource Planning), CRM (Customer Relationship Management), PLM (product life cycle management) and WMS (warehouse management system) system have also realized digital and big data operation, which laid a solid foundation for Yalu digital driving.

The flattening of organizations is actually a quick response. For this reason, Yalu starts from the three systems of function, marketing and support, as well as small combat units, and actively responds quickly. Among them, the functional system, including the general office, the human resources and financial management department, is mostly doing backstage work; the marketing system is to make money in the war; the support system includes the product research and development center, the resource management center and the warehousing and logistics center, which provide guarantee for the war ahead.

In order to better solve personalization and regionalization, Yalu operation integrates supply chain collaboration and intelligent manufacturing seamlessly on the one hand, and accelerates product design system on the one hand. PLM Intelligent warehousing system WMS In order to meet the needs of customers and shorten the time of production, we should shorten the time of production, and turn the needs of customers into products in the shortest time. At the same time, Yalu operation also makes full use of the group stores in all parts of the country, effectively coordinating warehousing and logistics, greatly enhancing the rapid response and cost effectiveness of enterprises, and enhancing market competitiveness. Two thousand and eighteen The new intelligent logistics park will probably be built after the completion of the year. Thirty Wan Fang, it can support roughly. One hundred About 100 million sales.

Endogenetic

Activating everyone's creativity

In fact, The ability of an organization depends on the improvement of team ability, and the improvement of team ability depends on each individual. Conversely, only the improvement of individual ability can support the improvement of team capability and support the strategic development of the whole enterprise. This is an ecological cycle that complements each other. There are four main steps in the implementation of Yalu's operation: first, knowledge extraction, two is empowering employees, three is empowerment ecology, and four is performance improvement.

Knowledge extraction is the core of knowledge extraction. In this regard, the principle of Yalu operation is to come from the masses and to the masses. No matter it is knowledge raising, many excellent experiences are summed up to form courseware. One small module, or deep touch, is integrated into the cloud classroom or online and offline, so that employees can learn and learn to live. The ultimate goal is to apply their knowledge to solve problems and produce effectiveness. As a major feature of Yalu's operation, internal trainers are born with the characteristics of enterprises. Training is based on the characteristics of division of labor, effectively protecting the group's personnel training and reserves.

The most important thing for empowering employees is to strengthen staff training. Through hierarchical training, online offline integration and full staff training, the quality and ability of employees have been effectively enhanced, which has greatly stimulated everyone's creativity and creativity, and has injected new vitality into the high quality development of enterprises. Among them, the most important feature of hierarchical training is teaching students in accordance with their aptitude. If the business executive is divided into junior, intermediate and senior, the senior executive lecturer is the general manager or the director of the operation center. The emphasis of the training is the comprehensive ability, and the improvement of leadership and management ability. Online and offline integration mainly relies on cloud classroom, through post learning, autonomous learning, assignment learning and live broadcast learning. Combine It is easy for employees to learn at any time and anywhere, which lays a solid foundation for building learning enterprises.

Through the empowerment ecosystem, the business model of Yalu ecological chain has been improved and improved. The biggest feature of this model is the partnership system at the bottom. On this platform, not only the skills of franchisee retailing management, but also the supply system that suppliers can quickly respond to, so as to guide Yalu's corporate culture.

Exactly Thanks to the new organization of digital empowerment. Yalu operation was acquired in 2019. Not vulgar achievement 。 This year 1-6 In April, Yalu operation and sales increased and profits doubled. Especially through a series of Management innovation, through "New retail" system application and intelligent logistics construction. Over the past four years, Yalu has not only kept records in its operation, but also created a miracle of digitalization.