Small Quantity And Light Assets Operation

And many provinces in China.

Alliances.

"

"Is China's first clothing brand with Chinese men's clothing as its positioning.

Unlike many southern Fujian clothing companies, Zhang Aimin, chairman of the Santa Fe Group, has established a culture based road since he founded his business. He has invited the famous calligraphic master Chen Ximing to act as a "Cultural Ambassador" and use the calligraphy culture to polish the brand.

At the same time, Zhang Ai min insisted on product differentiation, created his own product system, insisted on product R & D, and integrated Chinese elements.

And commodity planning.

In view of the lack of profit and high risk of heavy asset companies' growth, in 2005, the Chinese men's clothing brand status has been established.

"We began to integrate all kinds of high-quality resources through enterprise culture, process management and governance system, such as alliance with various professional raw material manufacturers in Guangdong, Zhejiang, Jiangsu and other provinces, forming a 8.5 close cooperation base.

In addition, the brand has also cooperated with Beijing Institute Of Fashion Technology in R & D design. This light asset operation mode avoids the rise of costs to a certain extent, and avoids the operational risks of enterprises to the maximum extent.

In marketing mode, "

"After changing the order system that had been popular in the shoe and clothing industry, we chose the business mode of" small amount of money and small quantities ", and formed a terminal expansion mode which is based on both direct and franchised stores.

According to Mr. Zhang, director of the company's planning department, this way can reduce the circulation of commodities and speed up the feedback of market information. The company can adjust products in time according to the market reaction. In addition, this mode can directly give profits to the consumers and realize the "triple win" among consumers, franchisees and enterprises, so as to increase the enterprise's ability to resist risks.