Guirenniao Clothing: Use Imo To Improve The Quick Marketing Terminal Of Brand Stores

In 2012, for most clothing For enterprises, it has been a difficult year. Although the negative impact of factors such as rising cotton prices on garment enterprises has been alleviated, problems such as rising labor costs and gradually narrowing market space have caused the continuous decline of the overall profitability of garment enterprises.

Data shows that in the first half of this year, dozens of garment enterprises, including Li Ning, PEAK and Metersbonwe, experienced performance declines to varying degrees. Among them, Li Ning's net profit in the first half of the year decreased by 85% compared with the same period last year, and the number of net closed stores reached 952; Peak's total sales contracted by 28.5% in the first half of 2012, and its net profit also declined by 240 million yuan.

This series of data has aroused the concern of industry insiders. If positive measures are not taken to change the status quo, the situation in the clothing industry may be more critical.

Even so, many garment enterprises still maintain a strong growth momentum under the influence of adverse factors Guirenniao It has also achieved a huge breakthrough in revenue and inventory management, and become one of the few enterprises in the clothing industry that has risen against the trend.

Founded in 1987, Guirenniao has become the fastest growing sports brand in recent years by virtue of its brand advantages and segmentation of the sports brand market Chinese national sports brand one of. According to the prospectus data previously released by Guirenniao, the total operating revenue of Guirenniao reached 2.649 billion yuan in 2011, an increase of 70% over the same period in 2010.

In the case of the overall downturn of the clothing industry, it is a miracle that Guirenniao has made such achievements. It can be seen that Guirenniao has invested a lot of energy in brand, product and terminal construction.

Previously, the internal communication of Guirenniao used QQ and MSN, which not only caused serious entertainment problems, but also did not have a unified platform. Each store was fighting on its own. The headquarters had great difficulty in managing terminal stores. In order to solve this problem, the company's IT staff finally locked the imo office instant messaging platform through search and comparison, and took the lead in running the platform in Zhejiang and other branches.

After the introduction of imo, Guirenniao built the company and stores in a "cloud office", and the information of all stores and employees can be clearly displayed on the organizational structure tree at a glance, facilitating the company's unified management of stores. Especially when the sales level of each store is different, through imo, Guirenniao can control the sales and surplus of the new store at any time, and make immediate adjustments according to the actual situation of the store, to prevent unnecessary inventory due to the opaque sales information of the store.

In addition, the integrated text message, video chat, multi person conversation, electronic whiteboard and other communication methods on imo ensure efficient communication between the company and stores, as well as between stores. The head office of Guirenniao can share some sales plans, personnel transfers, new stores and other information to the store in real time, and the store can also feedback the sales situation and sales problems to the head office for coordination.

For example, during the promotion or holidays, each store has a great pressure on its sales indicators, which may lead to product out of stock. If it does not deal with the problem in time, it will affect its sales. However, the store of Guirenniao can learn about the product information from others through imo and transfer the goods in time to meet the customer's consumption needs in a timely manner.

The person in charge of Guirenniao IT said that the integrated electronic bulletin, electronic voting, mobile phone version and other collaborative office functions of imo are also very useful. For example, the company's policies and materials can be sent through electronic announcements, and employees can also receive information via SMS when they are not online, ensuring 100% instant arrival of information. The mobile version allows employees to communicate with the company in a timely manner when traveling on business, and will not affect the sales of the whole store for personal reasons.