In the face of the dilemma that enterprises with more than 600 people owe nearly 10,000 yuan per capita, the bank's book is only 190 yuan, and foreign investors want to withdraw their funds and convert them into shares, Luo Riyan, the new chairman of Meierya Garment Co., Ltd. sent by the government, is very sad in the face of the new joint venture agreement submitted by Japanese foreign investors. This is a joint venture agreement made by Japan Santai Garment Co., Ltd., which has world-class technology in the production and operation of suits. The Japanese side will provide technical services, and Meierya will pay 800 yen for each suit processed by the Japanese side.
A suit costs 800 yen to process, which is only worth a bowl of Yangchun noodles in Japan. The negotiation lasted from 5 pm to 4 am the next day, and no one dared to sign this agreement, which was regarded as an "unequal treaty".
But eating noodles is better than starving, right? What's more, according to the agreement, Japan provides 10 more than one suit style that was popular in that year and had advanced international trends every year, and trains 20 skilled workers for Meierya free of charge every year. Japan sends 35 experts to Meierya to teach skills every year, and Japan promises to sell 80% of its products back to the international market. For Meierya, who lacks capital, management and clothing production technology, if there is no cheap labor as capital to borrow ships for foreign investment, equipment and advanced management technology, she will have no chance to enter the international market in the future. After fierce ideological struggle, Meierya people signed this agreement. At the end of 10, Mr Hasegawa, president of Santai Garment Co., Ltd., came to Meierya with his equipment and 10 technical experts.
As a result, Meierya not only got the opportunity to fully introduce international advanced technology and management, but also got the opportunity to gather international material capital. There are more than 65,438+000 processes to make a suit. With the help of Japanese technical experts, Melia employees learned a process from the beginning and implemented a management measure from the beginning. During the period of 10, more than 680 technicians were sent to Japan, the United States and France to study garment production technology and management, and Japanese businessmen also sent more than 350 experts to Meierya for technical guidance.
In the technical exchange and cooperation, Meierya Company not only mastered the most advanced garment production management and technology in the world, but also trained and brought up a high-quality staff team that can participate in the international market competition.
With the help of cooperation with Meierya, a small clothing workshop in Guanshi, Japan has become a giant in the Japanese men's wear industry, and Japan Santai Company has almost monopolized the entire mid-range suit market in Japan. While gradually increasing the processing unit price of Meierya, we will continuously increase the investment in Meierya and leave all the profits due over the years to Meierya for development.
One flower attracts a hundred flowers, and the joint venture between Santai Fabric Club and Meierya was successful. It not only quickly promoted the popularity of Meierya in the international market, but also attracted a large number of foreign businessmen. For a time, Meierya Group successively established a number of clothing enterprises such as Hong Mei, Meixing, Meiai and Yang Meiling with Japanese businessmen. In this way, Meierya, a small factory on the verge of bankruptcy, gathered the essence of international capital. 10 years, it has undergone earth-shaking changes, becoming a giant enterprise with assets as high as 128 billion yuan and annual profits and taxes of1200,000 yuan.
Meierya began to truly become the trend leader in the international clothing market.
Adhering to a true concept, after high-end quality has entered the international market from low price, with the growth of the enterprise, Meierya people realize that only by occupying the "high-end" market can the enterprise really become bigger and stronger. As a result, they began to turn their target to the international high-end product production field, and the "high quality" production concept that the enterprise has been adhering to since its establishment played a role at this time.
The fundamental guarantee of successful transformation is product quality. 1986, when Meierya people cooperated with Japan with the concept of "only earning one bowl of Yangchun noodles for each suit", they positioned their products at high quality. Quality inspection is almost harsh. A product has to go through five processes: raw and auxiliary materials inspection, semi-finished product inspection, finished product inspection, pre-warehousing inspection and outbound inspection.
As early as the early days of the factory, Meierya set up a TQC total quality management leading group, headed by the general manager himself. Through unremitting efforts, the company's two subsidiaries passed the ISO900 1 and ISO9002 international quality system certification respectively, and Melia's products obtained the "golden key" to enter the international market.
Merrians always insist on a high starting point? Strict requirements, raw and auxiliary materials are strictly controlled in the selection of clothing fabrics. A roll of ordinary domestic sewing thread is less than 10 yuan. In order to ensure the consistency of quality, they insist on using a high-quality line with twice the price. Zippers and other materials also insist on using the products of designated manufacturers to ensure consistent quality.
"Making clothes with the idea and way of making works of art" is the production standard of Meierya. As a stereotyped product, in order to conquer high-grade consumers, the internal quality and appearance of the product must keep pace with international high standards.
Therefore, for the samples ordered by foreign businessmen, Meierya never followed the gourd painting, but organized technicians to dissect and analyze the samples, and then put them into production until she mastered the charm and artistic conception of the style to be expressed.
In order to grasp the consumption information of the international market, Meierya people order samples from a large number of uninterrupted foreign brands, conduct in-depth comparative analysis of time series, grasp the trend pursued by consumers in the international market, and then carefully design and develop new products. In order to fully show the beauty of human body lines, and then show the clothing realm of internal factors such as the wearer's temperament, Meierya Company adopted a large number of softening methods to increase the scientific and technological content of suits. They organically combine the modern mechanical rigid assembly line with exquisite and meticulous hand-making, making the imitation hand-making process of some high-end suits as high as 40%. In the past few years, Meierya not only won the European Gold Award, the highest international suit award exclusively won by China, but also won the "Golden Bridge Award" given by China consumers for five consecutive years, which also enabled Japanese businessmen to continue to invest their money in Meierya.
In order to sail the ship forged by the joint venture to a broader international market, Melia regards improving the technical content of the enterprise as an important factor to maintain the strong competitiveness of its products. In recent years, Meierya has invested 90 million yuan to introduce, transform and update the technology of its subordinate enterprises, which has accelerated the transformation of enterprises from labor-intensive to scientific and technological efficiency, and made a number of high-tech industrial companies appear in Meierya sequence one after another, and the technical content and artistic content of Meierya clothing products have been continuously improved.
Hong Mei Garment Company, a subsidiary of Meierya Group, has been among the best in the evaluation of suits exported to Japan by Southeast Asian countries by virtue of its high-quality products, and has been rated as "the most assured product" by Japan Sewing Association. Amico Kaqiula, a Japanese high-end clothing operator, has been increasing orders from Hong Mei companies, making its products account for 60% of Hongmei's production. Dai Rong, which operates the largest supermarket in Japan, and Marubeni, a Japanese business giant, give priority to all contracts of overseas companies to protect Melia.
With the help of technical advantages, Meierya Company beat people in New Zealand, the Netherlands, the United States and other places, quickly seized the domestic market, and kept its products in a best-selling position. Over the years, with huge technical investment, Meierya Group has always maintained rapid digestion and absorption of new trends, new technologies and high technologies in international advanced clothing production and development, and has become one of the leading enterprises with the largest technological process, the longest working procedure, the finest division of labor and the most rigorous organization among domestic peers. Meierya Group took the lead in introducing many international advanced cutting-edge technologies, such as movable waist, colorful board and tight waist, etc. 10 in the domestic suit industry, which created a rich material foundation for Meierya brand to lead the process technology of China suit industry and cast the brand gentleman quality.
In addition, Meierya people also deeply understand that high-quality production requires high-quality management, and high-quality management requires high-quality talents. Over the past 20 years, more than 400 people in Melia have gone abroad for training. Nowadays, these talents are active in all positions of the company, which promotes the improvement of the overall technical quality of employees; At the same time, more than 300 technical and management experts from Japan, Italy and other clothing powers have been stationed in Meierya for a long time or regularly for technical guidance, effectively shortening the technical gap between Meierya and developed countries. At the same time, the group also set up a national technical center and planning room to study the world's popular styles and develop its own products.
Adhering to the production concept of "high quality", Meierya people have embarked on a road of high-quality enterprise development.
Casting high-quality brands to show cultural charm Last year, Meierya was selected as the special clothing designated by China Gymnastics Delegation in the 38th World Championships by Gymnastics Management Center of the State Sports General Administration. The reason why Meierya can stand out from many clothing brands is to win the fashion spirit and spirit pursued by her brand creation.
According to Geng, general manager of Meierya Sales Co., Ltd., Meierya suits have been favored by government officials and China sports delegations for many years because of their classic styles, excellent craftsmanship and thoughtful service. Since 1980s, Meierya has been the designated dress of China table tennis team and the dress of China sports delegation to participate in the Asian Games and the Olympic Games, and has become the fashion business card of China athletes in international sports events for many times.
China Gymnastics Team is a world-class team famous for its bravery and good fighting skills, and is currently participating in the 38th World Gymnastics Championships. The person in charge of the National Gymnastics Management Center said that the reason why they chose Meierya dress as a dress is not only the first-class suit quality of Meierya, but also the heroic spirit of Meierya brand in its years of development and the grand, frank, sincere and elegant fashion spirit pursued by its brand creation.
Marketing experts point out that for commodities, brand is just a symbol, and the meaning of brand itself is a description of brand product style, a reflection of brand service orientation, and a talk about brand innovation characteristics.
Nowadays, "Meierya" has built its own "high-class suit" brand in the international market with excellent production technology and advanced production concept, and vividly shaped a modern men's fashion spirit image with great boldness of vision, magnanimous mind, profound knowledge and sincere feelings in the domestic market with the popular style in Europe. The adjustment of the cultural connotation of the time-honored brand has polished the time-honored brand "Meierya" more brightly, thus shaping a more exquisite "Meierya".
Yang, president of Meierya Group, believes that a manufacturer of fashion consumer goods should not only face the reality of technology, but also rely on the unique cultural life concept of people-oriented and constantly improve the reputation of the brand market.
With the change of market competition? Meierya Group is constantly integrating brand culture. Through the in-depth study of men's consumption fashion, the theme cultural concept is constantly created, and the brand cultural orientation of Meierya advocating gentleman's new culture is gradually established. Therefore, with its profound cultural accomplishment, "Meierya" has become an elite image of male soil around 30-40 years old who pursues achievements, goes forward bravely and dares to challenge.
They emphasize the shoulders, chest, waist, buttocks, legs and other parts of men in their clothes, thus shaping a masculine, generous, brave and decisive, dignified and resolute, mature male image, showing a beauty of perspective, concealment, line and decoration of the human body. In the whole series of men's emotional brands, Meierya Company regards masculinity and strength as the essential characteristics of gentleman's clothing. Through the color and structure of clothing, men's delicacy, gentleness and endless romance are displayed, the inner temperament of the wearer is reflected, and the strength beauty and gentleness of men's clothing are constructed, so as to pay more attention to the clothing style with peaceful style and exquisite details and show the inner world with gentleman's feelings. Personality clearly highlights the brand culture of men's spirit, which makes "Meierya" unique in the consumption life of men's fashion groups with the brand image of China gentleman's clothing.
When you walk into Meierya brand store, you will find that the display mode of goods is no longer the display of single goods, but the collocation display of a series of clothes from the inside out and top down. Carefully packaged brand clothing life image, through a series of colors, styles and accessories, carefully designed a variety of dressing methods and clothing image. The high-grade leather sofas, elegant and gorgeous chandeliers, spotlights, fragrant flowers and luxurious merchandise display cabinets in the store will make you feel different from others in this luxurious and comfortable environment, and the suits, shirts and ties displayed in the store are so elegant and fashionable in this environment, and the collocation is so harmonious and perfect. The whole shop is full of a kind of men's wear. The reporter found from the series of clothing products in autumn and winter of 2006 displayed by Meierya brand, whether it is a combination of luxurious dresses with a lot of yuppie elements and luxurious details, or an elegant and romantic combination of young leisure accessories, whether it is a design with neoclassical style as the main route, or letting men put aside their indifferent and simple style, focus on details and embellishments, and not deliberately create worrying elegant and fashionable styles, people can feel a kind of heroic spirit that does not lose restraint, advocates classics and constantly creates new Meierya.
In addition, in the new market competition environment, Meierya Company carefully planned the brand publicity image, vividly interpreted the fashion cultural connotation of Meierya brand, explained the mature, restrained, fashionable and romantic gentleman lifestyle advocated by Meierya brand, and comprehensively explained the confident and bold personality and profound humanistic spirit of China men in the 2 1 century. Therefore, consumers are convinced that Meria's wish to make China men more elegant and gentlemanly will soon come true.
Inside and outside the wall, the state-owned enterprises that once occupied a pillar position in China's clothing economy should be the beacon. Although the main army withdrew from the market in the competition, Meierya still stood at the forefront of the market and led the development of the industry with the attitude of fashion vane. As a foreign exchange earning enterprise of China's garment export for 265,438+0 years, Meierya has won an important position in the international advanced garment processing market. As an enterprise that controls 65,438+065,438+0% of the overseas processing volume of the Japanese suit market, it has a lot of capital to be proud of. However, after the integration of international trade, with the increasing efforts of overseas brands to seize the market in China, Meierya began to realize that she had neglected the huge market that the world's clothing giants rushed to seize the beach. In the past twenty years, the products that truly represent the technical content and clothing quality of Meierya have never been shown to the Chinese people.
In view of the fact that we were busy with international orders in the past, and could not take into account the domestic market demand, resulting in the situation of "flowers blossom inside the wall and fragrance spreads outside the wall", Meierya timely adjusted its business strategy of "focusing on the international market and ignoring the domestic market", fully tapped the rich material and spiritual resources of the brand, increased the transformation of enterprises from processing to brand, expanded the domestic market, introduced real Meierya first-class products into the domestic market, and continuously enhanced the added value of Meierya brand in the competition of international trade integration.
Looking back at the history of Meierya's domestic sales, we can find that Meierya's domestic sales road has actually gone through detours. In the words of Yang, the current chairman, it is "starting from the origin and returning to the origin". Before 2003, Meierya blindly set up offices and outlets in China, and pursued a large and comprehensive marketing model. The management mechanism was inflexible, product integration was not in place, and publicity was weak, which led to the loss-making operation of the office and the overstock of the company's inventory. Meierya is struggling in the dilemma of domestic competition.
In order to change this situation, so that "flowers outside the wall, fragrance inside the wall" can also "smell" inside the wall. On the premise of always paying attention to quality, Meierya positioned its brand at the specific level of serving gentlemen, increased advertising, and hired the popular movie star Sun as the image spokesperson of Meierya suit, taking the first step from the origin.
Yang said: "Meierya has world-class technical ability, production capacity and other hardware conditions. It should strengthen the research on domestic market demand, strengthen brand management strategy and marketing strategy to make up for these software conditions, and should occupy its own place in the domestic high-end suit market. Asking Mr. Sun to be the spokesperson of the company's products is the first step for the company to implement its brand strategy and formally intervene in the local suit market. " In order to produce high value-added products with world-class equipment and fashion processing technology, Maierya takes high-tech products, high artistic products and high value-added products as the first choice when accepting international orders. When operating its own brand Maierya in the domestic market, it accurately targets the brand management as a high-end consumer group of men's dresses. On the surface, this is only a change in product structure management, but for Meierya, it is an important change in the concept of capital operation.
Taking advantage of the characteristics of Merria after years of international market competition, excellent technology, high product quality and quick mastery of fashion and popular information, aiming at domestic demand, taking "all customers first" as the sales concept, taking quality assurance as the premise, and cleaning up production units in various varieties and small batches as the management means, we will increase the domestic market expansion.
From Hua Qiusheng, deputy general manager of Hubei Meierya Sales Co., Ltd., who has been engaged in sales for a long time, the reporter heard such a short story: a primary school came to Meierya to order a batch of 100 suits, and the other party proposed that each set should not be higher than 500 yuan RMB, but Mr. Hua refused. Merriya can't guarantee the quality of each set of 500 yuan RMB, so we have to do something. However, Mr. Hua did not simply refuse, but helped the other party to make suggestions. 500 yuan's suits can be made, but the quality is not guaranteed. Since it's going to be made, it's better to add 150 yuan to make a high-end suit, which will make the school staff very happy. Teacher Hua also suggested that the other party go back and ask for the opinions of the employees first. The other party didn't agree at first, but came back two hours later and signed the contract at the price of RMB per set in 650 yuan.
General manager Hua's language is simple: "every salesperson in Meiya should think of customers first, and don't embarrass customers." Enterprises must make money, but they cannot ignore the interests of customers in order to make money. We hope that we will make money and our customers will wear our clothes happily. "In the display of terminal goods, in addition to continuous innovation, Meierya also carefully packaged the brand lifestyle through the matching display of series of clothes from inside to outside and from top to bottom, and carefully designed various dressing styles and clothing images through the combination of series of colors, styles and accessories. By placing high-grade leather sofas, elegant and gorgeous chandeliers, lamps, fragrant flowers and luxurious merchandise display cabinets for consumers to rest in the store, consumers can appreciate the elegance and fashion of all kinds of suits, shirts and ties displayed in the hall, as well as the masculine and chic temperament and exquisite taste contained in Meierya men's wear, so that many Meierya brand consumers can continuously obtain the fashion and cultural services of Meierya brand.
In order to continuously meet the needs of customers, Meierya has formulated a detailed marketing service plan every year to provide customers with various related services as planned. Whenever a customer raises a product quality problem, Meierya after-sales service department will organize relevant departments to handle customer information in time. The Quality Assurance Department will analyze the causes of quality problems and put forward corresponding corrective measures. The technical department will handle the technical problems of the products. Finally, the processed information is fed back to the customer, and a concrete constructive scheme is put forward. With the consent of the customer, it will be revised until the customer is satisfied.
After the after-sales service, Meierya also established a customer tracking file, and sent people to visit customers every year to learn the actual results of the service work on the spot and summarize the service work report as the basis for improving the service work.
Over the years, apart from visiting customers regularly or irregularly, Meierya's marketing staff solicited consumers' opinions and requirements on the company's products and after-sales service, they also provided customers with the latest products of the brand, functional introduction materials of new products and matters needing attention in use. While focusing on improving product quality and expanding brand awareness, Melia has formulated after-sales management regulations consisting of "three guarantees of products, special reminders and relevant explanations" according to law, ensuring the implementation of standardized service measures for customers on time.
The beautiful domestic sales strategy is successful. From the withdrawal of one store in the past to the request of one store to join, Meierya people have made too many unknown efforts.