Test Shows Brand Vitality

From turtle Lake Road fashion studio to China brand Women's wear Chen Mili has gone through nearly fifteen years of costume career. Her gentle and strong heart has led her snow song team to create one surprise after another. Zhejiang famous brand, China well known trademark and national youth entrepreneurship award.

In recent years, the new difficulties and challenges facing the industrial economy, Chen Mili admitted in an interview with reporters that there is more pressure and motivation. She said: "half of the success is willing to try, and the other half is to overcome the difficulties in the process. As long as we stick to the concept of long-term management, the future development opportunities will be better.

　　 The best innovation starts with learning.

Self learning and internal learning have always been an important part of Chen Mili's work plan.

"Learning is the theme of never ending." This is Chen Mili's learning motto of snow songs. Every year, she spent a few months studying and constantly integrating. Snow song The design concept and the understanding of design innovation. She went to France and the clothing Institute of America for further study. Last year, she went to Japan to study. He also talked with the largest fabric company in Asia, Japan, Dongli, and became a fabric supply project. In April this year, she went to Hongkong, Taiwan and South Korea with her designer. This trip has a new impetus to the overall design concept of snow songs.

At the end of last year, she and several executives of garment enterprises in Wenzhou attended an industry meeting in Beijing. On that day, she sat on the bus with Wu Bangdong, deputy chief executive of Chuang Ji, and talked about the management problems inside the company. Chen Mili found Wu had many new ideas and couldn't help asking for details. From Beijing, Chen Mili immediately made a name for himself.

Chen Mili said: when all enterprises are "shopping in the market", the reality of entrepreneurs in the strategic thinking and decision-making ability of the test is bigger and bigger. This ability stems from the entrepreneurial knowledge of the entrepreneur, the foresight and insight of the entrepreneur, and a mature and efficient team from the entrepreneur's leadership. When she formally became a EMBA student of CEIBS and sat in a long missed classroom, Chen Li Li felt differently: the same class, desk, teacher, and fellow student, but with a different state of mind from twenty years ago, this desire for knowledge and expectation is the greatest demand of Chen Mili since the development of enterprises. She said she would like to return to zero mentality to find new ways to open the door to success.

"How to tell what I have learned to my employees and let them improve together, I think this is a big issue." Improving the competitiveness of enterprises often means the learning ability of teams, and leads their team to make progress, which is also pursued by Chen Li Li for many years. In 2007, the cost of training for snow songs was about 1000000 yuan.

In early 2008, snow song founded the women's wear college. In collaboration with Guanghua School of Management in Hongkong, the team of experts from abroad and at home is set up to offer a comprehensive teaching course within the snow song, and train the staff and terminal system staff in a systematic way: full scale top motivation, clothing sales market research and analysis, production management training, etc. At present, the positive feedback of the snow song training program is being reflected in one item: the production center has successfully introduced foreign advanced production lines, trained the internal lecturers, perfected the performance management system, and enriched the staff cultural activities. Snow singer is also used to their own boss and share their learning experience with them. For example, we discuss and analyze such topics: who are our short-term competitors? Who are our long-term competitors? How to collect information, analyze information and improve their work, etc.

　　 Marketing change brings new prospect

In today's fierce competition in the market economy, many enterprises are facing unprecedented challenges. Business owners are carrying heavy pressure and time to run around the big cities across the country. Chen Mili is no exception. She took the team to the market in Zhejiang some time ago, and began to comb the terminal after coming back.

Many women's clothing enterprises in Wenzhou remember the early days of the brand establishment, and the market grew quickly by agents. An agent, after taking the goods, sold well in the locals, called all his relatives, and opened five or six stores. But now, a large number of agents, some people's concept has been divorced from the brand management concept, many brand ideas can not be promoted at the terminal, but has become a bottleneck restricting the development of enterprises.

It is the first step to keep good agents, let them know the snow song again, locate the snow song, expand the original shop area, and recreate the new image of the snow song. Make sales, locate and decide channels. Snow song is committed to building a famous brand in China and a strong brand in the country's two or three line market. So in the past two years, it decided to break the 90% mode of marketing by proxy, and shift to more self operated ways to seize the market. At the same time, a number of new agents have been developed, and a large amount of funds have been invested in terminal construction. Focusing on brand image enhancement, professional training for shopping guide in terminal construction, from product to display, from sales skills to VIP maintenance, every step is constantly improving.

In the process of patrolling, Chen was very tired of asking: How did the performance last? How did the performance last? The reasons for the fluctuations were the company's headquarters, the reasons for the customers, or the reasons for the shops. Chen Li Li said that the development route of Wenzhou women's clothing was to encircle the city from the countryside, and to sell the goods from wholesale, which is now at the critical moment of development. To enhance the brand, we must make breakthroughs in terms of design, positioning and terminal image, not only to achieve sales, but also to achieve the leap of brand through efforts.

　　 Win the "well-known trademarks in China"

In June 2008, snow song took the golden signboard of "China famous trademark", which is also the highest gold medal in Wenzhou women's clothing. "Whoever has brand awareness will have more chips in the fierce competition." Chen Mili said so. In view of the phenomenon of counterfeiting snow songs in recent years, the acquisition of "China's well-known trademarks" undoubtedly plays a better role in safeguarding rights.

　 Chen lie Li Said: snow song is still far away from the first tier city women's clothing brand, but is confident that it will become a strong brand in the second tier cities. The future snow song will take the creation of elegant women and create a comprehensive competitive international fashion enterprise as its responsibility, and grow from a regional dress leading brand to a well-known brand of women's clothing in the whole country.

The recent economic situation has been affected by many factors. The sudden changes in natural disasters and environmental weather have caused the core market of garment enterprises to be directly affected. In addition, the operating costs of enterprises are getting higher and higher, the cost of raw materials, wages and so on is rising, and then comes from the competitive pressure of the market, the continuous involvement of international brands, and the rise of many new brands in China, so that garment enterprises have been unprecedentedly tested. Chen Mili said: "the test is also the best time to show the vitality of the brand. Enterprises are moving forward in the continuous summary. 2008 is a key year for us. We will focus more on the promotion and brand upgrading in the second half. Now the market downturn is not a problem. As long as we stick to the concept of long-term management, the market will become more mature in the future, and the development opportunities of snow songs will also be better. Chen Mili showed unusual confidence in her snow song.