What clothing brand enterprises urgently need to solve at present is not to quickly expand market coverage, to blindly promote brands, to simply do a good job in product design, or to blindly open big stores and flagship stores. Because although the market scope is large, the supporting work of the company is not in place, but it leaves a bad reputation in the market; The brand has been greatly improved, but there is no solid product foundation, which is equivalent to just talking and not practicing; The product design is very good, but the clothes will soon be out of season, and even the best-looking clothes are in stock; The big store has opened, and I don't know how to increase sales. There is no contribution except increasing expenses!
I think that the "internal strength" of clothing brand enterprises needs to be solved urgently at present, which is a perfect and standardized operation process. Only by establishing a perfect and standardized operation process can the overall strength and competitiveness of the company be improved. Among them, "perfection" refers to the establishment of a complete and thorough enterprise operation link, ensuring that everything is done by people and there is no blank area for work, because the operation of the company is interlocking, and any link or point will bring trouble to the overall work; "Standardization" is to make the work of each link clear and meticulous, to ensure that everyone has something to do, to do their job, and not to be unclear about power and responsibility, and whoever does it is in charge!
So, how to establish a perfect and efficient operation process? Then we need to grasp what is the core of enterprise operation, that is, "product". The core of any industry and any enterprise operation is "product", because without products, all the work is done in vain, and everyone can only talk, and only "product" is the last word. We are all talking about operation, operation, but how many people know that the operation is actually a "product". Which link in enterprise operation is not around products? The design department designs products, the production department produces products, the logistics department stores and transports products, and the sales department sells products. The connection points between various departments or products! Therefore, clothing brand companies should start with product planning to establish a perfect and standardized operation process, and product planning is a big plan for enterprise operation. Only with product planning, each operation link of the enterprise can carry out specific work according to product planning, and the communication and cooperation between each link can be completed according to product planning.
The establishment of enterprise operation links should pursue simplicity and complete functions in order to improve the operation efficiency of enterprises. Specifically, it is necessary to establish the supply system and marketing system of enterprises with the plan of commodities as the center. Among them, the supply system is the logistics center to ensure the products of the enterprise from the creative stage, the production stage and finally to Dayun Company; Marketing system is a process to ensure that the company's products are finally delivered to consumers from the company's logistics center through a series of work.
How to establish a perfect and standardized operation process centered on product planning? It should be analyzed from the main line of commodity planning, design, production, logistics and marketing of enterprise operation. The sale of clothing products has its seasonality, so the operation of clothing brand enterprises has stages with the change of seasons, and the operation of enterprises is actually a periodic work with seasons as the unit.
Here I will describe the operation process of the enterprise by season.
First, 5-6 months before the arrival of each quarter, the enterprise goods planning center will take the lead in holding a quarterly enterprise overall work plan meeting. Participants include general manager, supply system director, marketing system director, supply system department and marketing system department director. The meeting needs to determine the idea of quarterly product development, the node of work progress and the idea of quarterly product promotion. The specific work to be done by each department is as follows:
1. The commodity planning center determines the quarterly listing bands of commodities, and determines the total listing amount of each band according to the specific conditions of existing sales terminals and expected new sales terminals in this quarter.
2. The commodity planning center needs to determine the market volume of each product category in each band according to the historical business data and scientific forecast data of the enterprise.
3. The marketing system needs to send the specific information of existing stores and expected new stores to the commodity planning center in written form as the basis for the planning center to formulate quarterly commodity development.
4. The Supply System Design Department shall design products according to the "Quarterly Product Development Plan" of the Commodity Planning Center, and the design amount shall be increased by 15% on the basis of the "Quarterly Product Development Plan" to ensure the design objectives and avoid the waste of resources caused by blind design. The whole product design time is controlled at about 2 months.
5. The production department of the supply system arranges product printing according to the design data of each product provided by the design department, and the whole printing time is controlled at about 1 month. The production department is responsible for recalling the printed clothes and handing them over to the design department.
6. The design department needs to register, photograph and file the clothes.
Two to three months before the arrival of the quarter, after the design and printing work is completed, the material planning center will take the lead in holding a quarterly material review meeting. Participants include general manager, supply system supervisor, marketing system supervisor, supply system department supervisor, marketing system department supervisor and some marketers. The specific work to be done by each department is as follows:
1. The design department is responsible for completing the quarterly product design list, indicating the design number, list band and corresponding product pictures. And explain the development ideas of each version of the actual clothes.
2. All participating departments need to comment on each product and indicate whether their opinions are reserved.
3. The Commodity Planning Center is responsible for retrieving the "Detailed List of Commodity Design", making statistical analysis and comparing it with the "Quarterly Commodity Development Plan" to determine whether the band and style structure meet the expected requirements. And submit it to the design department in the form of detailed list.
4. The Design Department adds or subtracts products according to the detailed list of the Quality Control Center, and informs the Quality Control Center to hold the second review meeting of new products.
Three, two to three months before the arrival of the quarter, led by the commodity planning center, held a meeting on commodity production planning. Participants include general manager, supply system director, marketing system director, supply system department and marketing system department director. The specific work to be done by each department is as follows:
1. The commodity planning center estimates and analyzes the total sales in this quarter, and also estimates and analyzes the commodities produced in this quarter.
2. The marketing system analyzes the estimated data, puts forward the adjustment scheme, and determines the final product quantity scheme through discussion among various departments.
3. The Commodity Planning Center specifies the "Comparison Table of Product Design Number and Large Payment Number" and distributes it to all departments.
4. The production department is responsible for contacting the manufacturer to make a quotation for each product.
5. The product planning center makes the production details of each product according to 70% of the expected quarterly sales amount, which is approved by the general manager and finalized.
6. The goods planning center will hand over the product production details to the production department, which will arrange the production of the products.
7. The product planning center, brand image promotion department and design department are all responsible for the shooting of sample clothes and the production of brochures.
8. The design department will hand over the design data of each product to the production department, which will arrange the production of the product.
9. The brand image promotion department will formulate the final quarterly product and brand promotion plan.
Four, two months before the arrival of the quarter, the marketing system takes the lead in organizing the company's product ordering meeting, and the goods planning center is responsible for sorting, summarizing and analyzing the ordering data. And adjust the production details in time, and hand over the added goods details to the production department in time.
5. The production department arranges the production of products according to the production details and delivery date requirements of each product in the production plan, and sends the output goods to the company's warehouse.
6. Before the arrival of 1 quarter, the marketing system will take the lead in holding a quarterly commodity marketing plan and training meeting. Participants include general manager, supply system director, marketing system director, supply system department and marketing system department director. The specific work to be done by each department is as follows:
1. The commodity planning center is responsible for training the listing band arrangement and product category structure of enterprise products.
2. The design department is responsible for training quarterly product design and development ideas.
3. The production department is responsible for training product knowledge.
4. Brand Image Department is responsible for training quarterly product and brand promotion plan.
5. The sales department is responsible for training the quarterly commodity sales plan.
Seven, quarterly products officially listed, all departments in accordance with the plan, product planning center is responsible for weekly, monthly and quarterly product sales analysis and summary, to provide data support for the sales department.
Eight, the end of the season, led by the commodity planning center held a quarterly work summary meeting. Participants include general manager, supply system director, marketing system director, supply system department and marketing system department director. The specific work to be done by each department is as follows:
1, the goods planning center is responsible for reporting quarterly product sales summary, business indicators completion and business profit analysis.
2. The sales department is responsible for reporting the implementation of quarterly product sales plan and feeding back product information.
3. The brand image promotion department is responsible for reporting the quarterly corporate products and brand promotion.
4. The general manager made a concluding speech.
The above is a quarterly description of the operation process of the enterprise. The operation of an enterprise is a repeated, perfect and standardized quarterly operation process.