Strategy third day research experience: clues to brand consumption upgrade: personalized, high-end customization Strategy: Liao Ling, Cao Liulong Today we surveyed two branded clothing listed companies (located in the business high-end and fashion design brands), a fresh supermarket in Jiangsu Province and a liquor listed company in Jiangsu Province. From the perspective of strategic researchers, our feelings are: The strong demand for high-end categories such as fresh and imported food was once again verified. The Jiangsu supermarket, which we researched, said that the differentiated competition for middle and high-end customers has become a new growth point for supermarkets. By increasing the display of fresh and imported foods and the increase in customer price, the gross profit margin of supermarkets has increased significantly. The average gross profit margin of Jiangsu Province has exceeded 12%. In terms of the number of stores, there are currently 8 stores in Nanjing, Zhenjiang and Yangzhou. In 2017, it is expected to open 13 new ones. The liquor market in Jiangsu Province: the mid-to-high-end volume rose, and the sales of low-end wine declined. We surveyed the leading liquor companies in Jiangsu. The company reported that the sales of mid-to-high-end products exceeded expectations before and after the Spring Festival, and the channel inventory was basically clear. However, the sales of low-end liquors declined, and the consumption upgrades pushed the company's sales structure to a mid-to-high end. A partial macro evidence comes from the increase in sales of high-end liquor in high-income regions such as Guangdong, Shenzhen and Shanghai. From a micro-micro case, the proportion of high-end liquor in Suzhou wedding market has increased significantly this year. There is a recovery in demand for clothing, but the strength is limited, and high-end brands perform better. The performance growth of the two branded apparel companies we surveyed was mixed. The sales growth of high-end business brands (about 12% in January and February, and the low base in 16Q1) was better than the positioning of fashionable clothing. From the trend, two The orders and income of home clothing companies have improved since the second half of last year. The sales growth rate, order rate and delivery rate of the first two months of this year continued to increase year-on-year. The demand has recovered somewhat but the range is still limited. The direction of brand apparel consumption upgrade: high-end customization, environmental protection, health, fashion, and personalization. In the context of only a small recovery in total demand, it is an effective means to ensure the growth of brand apparel performance by accurately positioning the brand for different customer groups and continuously improving the single store. For example, the high-end business apparel companies we researched have “re-shaping†their brands to cater to different needs such as business dress, youth business casual, high-quality environmental health style, North American business men's wear, executive high-end customization, etc., and have been customized and personalized. The trend of environmental protection and health has achieved good results in the past one year. A business model worthy of attention - C2M (customer versus factory). C2M is a new business model that combines e-commerce and intelligent manufacturing. It reflects the needs of personalization, customization and instant response of production. Typical enterprises such as red collars and necessary. Through research and feedback, we found that apparel companies have a higher interest in using the C2M model, and some brand apparel companies have specific plans for this. A men's clothing brand company in Ningbo (March 1st) Textile clothing: Yan Hanjie The revenue of clothing may not increase too much, but the profit margin will increase substantially: the company is now doing such sales and channel size, we are no longer making large-scale as an important indicator. Because you have to scale, you have to invest. Whether it is channel or distribution, the investment is very big. In the current macro background, it is very risky to make a big investment, so we hope to make the profit higher. There are mainly several methods. One wants to maintain the status of the brand, integrate the supply chain, and keep the inventory down. Don't always discount to hurt the brand. In addition to increase the proportion of customization, this can also improve the positioning of our brand. The second is to truly activate our membership system, improve the user experience, and achieve accurate product delivery. At the same time, through the O2O upgrade of our offline stores, we can really get online and offline. The third is the intelligence of production. We are currently developing an automated production line with the goal of launching at the end of the year. The goal of this line is to truly make trackable private customizations. After the customer places an order, every link in the production can be traced through this production line and Internet technology. We can't automate all the workshops, but we still hope that at least one line can reach this level. The company's inventory levels have reached the best of the past decade: we have actually suffered a bit in the past few years, that is, the level of inventory is relatively high. And we are self-employed, and now we are very advantageous in terms of self-operated channels. In the past few years, we have taken the initiative to control the amount of channel orders, and slowly cleaned up the longer inventory. Now our inventory level can be said to be the best time in the past decade. Not only the amount of inventory is very low, but also the age is very short. The goods of 2 or 3 years ago are basically gone, so the liquidity of inventory is far better than before. Europe's high-quality clothing resources are also very cheap: many European clothing or fabric companies, whether from the design of clothing, the development of fabrics or the trend of the guide is still stronger than us. There are a lot of companies that have been passed down from generation to generation, but they are limited by the size of the European market and their valuation is not high. We are now working with many of Europe's top fabric manufacturers. In the past they did not cooperate with us, but now they are paying more and more attention to the Chinese market. So we are working with them now and asking what needs, they are all very quickly. Later, we hope to take the production technology and natural resources of these European fabrics through mergers and acquisitions. The demand for these things in the Chinese market is very large. Ningbo fashion apparel brand company (March 1st afternoon) Textile clothing: Yan Hanjie 1. In order to preserve the company's own women's brand style, the company chose to become younger in 15 years. Although the short-term impact on the company, the performance in the first half of 2016 declined. However, with the gradual adjustment of the performance, the performance has stabilized in the second half of the year. This year, terminal retail sales have shown an upward trend, and orders are much better than last year. 2, the company's current real-time sales data of all terminals can be obtained, knowing where the goods are sold in which place is particularly good, this year's work focuses on how to integrate this big data into management, how to use big data to better Distribution. 3, the company's current level of effectiveness is probably between 18,000 and 20,000, this number is now ok, in this level of direct sales can make money. The company requires a 5-10% increase in store efficiency each year, and a net increase of more than 400 stores per year, both of which will lead to growth. Regarding efficiency, the company is selling the second in the entire Wanda system. 4. The company believes that it has a lot of room for improvement in the supply chain management level. The company's supply chain is still in the supply chain, and there is no system to establish a core supplier, but this will be done later. The company is doing a small amount of money, the suppliers are very scattered, the top ten suppliers only account for less than 10% of the supply, there are 2,000 suppliers in the supplier library, each brand is to filter suppliers. The criteria for screening, one is to look at the demand for orders, and the other is to judge according to the comprehensive capabilities of the suppliers, and to conduct a comprehensive assessment every year. In addition, last year, the company was under a lot of pressure on inventory. It may be that the commodity planning has not done very well. In the future, it will seek gradual improvement, and strive to make the commodity planning well, and reduce the inventory depreciation, then the profit will soon come up. 5, the company is allowed to return in the franchisee, the principle is 15-20%, the new store can be a little more retreat. In addition to the 70% sold out, the remaining 30% is mainly returned by the franchisee, which will be digested by e-commerce. 6. The secret of the company to achieve multi-brand and cross-category is that, first, the founder sticks to the main business, has a strategic vision and layout, has forward-thinking thinking, and is very international. Second, the company's fully empowered mechanism is the largest source of employee incentives. Third, the company's culture encourages everyone to embrace change and innovation. The company has four forces: ideality, product strength, operational power, and brand influence. The ideal force and product strength are relatively leading in the same industry, especially the ideal force. Operational capabilities and brand influence may be at a medium to upper level. Many business managers have ideals and feelings. They don't regard branding as a business, and they are pursuing a culture. The company learns that Zara is not learning how fast, but wants to learn its customer-centric philosophy. The company's culture mainly shows some humanistic care, and employees are very passionate about the company. At the same time, the incentives are also in place, and it cannot be said that only ideals have no dry food. Pre-market incentives, including bonuses, wages, and incentives, are also in place. Continuous innovation and change are the source of productivity that the company can continue. The company's customer base is 18-30 years old. This refers to the psychological age. The company has always maintained a fashionable and young attitude to attract customers. The company's biggest logic is that the new population is declining, but the emerging middle class is increasing, which is the company's market position. 7, the company will continue to adhere to the main business in the future, not the main business of the company will not do. In the past three years, the company has experienced rapid growth. In the next few years, it will be more internal optimization and more stable growth, mainly for core brands. Of course, the growth of new brands is still very fast. The strategy of each business unit will be different, but in general it is the core brand's stable optimization, and the emerging brands will make greater benefits and scale. A building materials company in Hangzhou (February 28th afternoon) Building materials: Zou Ge, Xie Wei The existing business can be divided into three parts: decorative materials based on plates, finished products, and the Internet Division: The sales of decorative materials based on sheet metal can be divided into three markets, core markets, key markets and new development markets. The core markets mainly include Jiangsu, Zhejiang, Anhui and Anhui. At present, the cities above the county level are fully covered. The key markets include Jiangxi, Shandong, and Hebei in Jiangxi. Currently, the cities above the county level cover 70%; the rest are new development markets. Currently, cities above the prefecture level cover 20%. -30%, starting in about two years. Core market, key markets: The sales of new development markets account for about 50-55%, 30%, and 15-20%. The development of the market mainly adopts a gradient system, and there are gaps between different markets for four years. This year's target market will achieve full coverage of prefecture-level cities and above, and full coverage will be achieved at the county level and above; the new development market will basically achieve full coverage except for the establishment of store cities. The finished home is divided into 3 sales companies - floor, wooden door, wardrobe, respectively, corresponding to their respective store system construction, concentrated in Jiangsu, Zhejiang, Anhui and Hubei, the three-year goal to achieve full coverage of prefecture-level cities, 70% coverage of county-level cities. Internet Division (win-win and main e-commerce), win-win network revenue growth of +30% in 2016, profit growth of +50%, estimated operating profit of 41 million last year, because last year's profit exceeded the part of the gambling team Incentives, after the completion of the extraction, the final profit is about 38 million. On behalf of the operation part, the former small and medium-sized brands, now focusing on big brands, signed 5 or 6 big brands at the end of last year, plans. The service volume of big brands has increased from 2-3 to 10, and it is expected to operate this in the 2017s. The block will have a big increase. At the beginning of the year, the plan made a win-win situation and realized a profit of 53 million. At present, it is also focusing on the synergy between win-win and the main business. It may integrate the e-commerce business into a multi-win operation, or it may independently establish a separate subsidiary. Recent sales: In January this year, Class A board sales were 116.7 million, Class B sales were 70 million, and AB was about 280 million after the contract (in January, 7-8 days lost due to the Spring Festival). In January 2016, 210 million, excluding holiday reasons, increased by about 70%. In February of this year, it sold 63.67 million Class A and sold 6.81 million Class B, equivalent to 173 million. In February last year, it was equivalent to 38 million (long February holiday last year). In the first quarter, there was basically no sales for one month, accounting for a very low proportion (about 10%) in the whole year. The average in the second, third and fourth quarters was relatively low, and there was a small off season in the third quarter. Last year, 70 dealers of plate sales companies accounted for 65% of sales, 80% of dealers in the core market, 15% in key markets, and 5% in provincial capital cities. The sales volume of dealers is very fast. Hangzhou dealers took 230 million plates in 2016 and planned 320 million yuan this year. Wuhan dealers have 220 million in 2016 and 320 million yuan this year. Hefei has 90 million in 2015 and plans to have 170 million yuan this year. . 70 dealers signed a total of 4.3 billion in 2017 (2017 company's total plate sales target of 6 billion) Supplier Management: In 2013, the company had more than 100 suppliers. It was controlled in 2013-2014 and compressed to 35. In 2015, it was further controlled to about 32. However, after the sales broke out in the second half of 2016, the company re-adjusted. At the end of last year, it increased to 42. At present, the company's supply center needs to reach about 45 in a reasonable situation. The company's ability and control over suppliers is leading in the industry. Last year, it planned to inspect 8,000 suppliers, and in fact, 10,000 inspections. This year, the planned sampling inspection is no less than 12,000 times. In addition, the company has established two testing centers in Linyi and Jiashan, Zhejiang Province to increase inspection efforts. The cooperation process with suppliers is mainly to first find potential suppliers. Once the agreement is signed, the first person will be sent to the door to guide, rectify the time to submit the compliance report, sign the formal supply agreement, and then conduct random sampling (one type goes to the company for sampling, one type according to If the environmental protection indicators are unqualified, the goods are all destroyed, the dealer's warranty money is confiscated, and the procurement is stopped. The company gives them a 1-3 month rectification period, and then re-applies the application after the rectification is completed, and the quality is stabilized and then restored. purchase. Suppliers generally supply 60% of the products to the company. Once the problem occurs, the loss of purchase in 1-3 months is huge, so the supplier's own control of quality is also stricter than the company's subsidiaries. Dealer management: In the past, the assessment of dealers required 3 years to win the first place in the local market. Now, after adjusting to a certain number of years, the sales of specialty stores that have been built for more than 5 years exceed the 3-4 brands in the industry (now many cities have realized )). The dealer's gross profit margin is about 25-30%, and the markup rate is about 25-30%. For dealers whose sales reach a certain scale, they are required to set up a company, promote the corporatization of dealers, and establish a Bunny Business School. Analysis of growth points in 2017 : 1. More than 300 new plate stores will be added every year in the New Year, and the accumulation will gradually begin to exert benefits; 2. The market share will increase. From the current ranking of the specialty stores in the local market, In recent years, there has also been an explosive growth trend. Although the market capacity has not increased, any one of the bunny's specialty stores is growing at a high speed, which is reflected in the increase in market concentration. It is expected that this trend will continue; 3, 2017 Will raise a certain price, but it does not affect the market concentration first, there is an opportunity to raise the price to raise prices; 4, large purchases, now the supplier's profit when dealing with dealers, the company does not Waterproof Nonwovens,Waterproof Non Woven Fabric,Waterproof Non Woven Geotextile,Waterproof Non Woven Fabric Price Yizheng fengyisheng nonwoven co., ltd. , https://www.fys-nonwoven.com