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Weigh The Advantages And Disadvantages Of JEANSWEST

2013/5/31 16:18:00 17

The reason for the "P Tian Ji" is simple: the game does not care about losing the one or two game. The key is to win more.

But there are few enterprises that actually use this truth in the market.

People try to start the game by winning the principle of "win more or lose less", but it is inevitable that they will be frightened by the surface setbacks during the competition, and then they will be distracted from the chaos.

there is no doubt that the outside world has questioned the performance of many companies in 2012. The cardinal factors and environmental factors are often not within their evaluation consideration.

Yang Xun, chairman of the board of directors of JEANSWEST, exemplary power and wisdom. He has always been calm in his analysis of the company's strategic adjustment. He has never been too easy to belittle himself. It seems that the game of "billions of enterprises" has a pattern in his mind.

growth rate "relativity" /p >

the latest annual report reveals that JEANSWEST's sales in mainland China increased by 5% in 2012, and its profit fell by 20%, which is much larger than the two digit growth that has been maintained for many years, but it is not a bad figure relative to the whole industry.

in Yang Xun's view, there are always some restrictive conditions in the development of things, such as the growth of enterprises in the society, which is bound to be affected by the social environment. As long as we remember that "success is ahead of others and failure is behind others", it will not be too panic for the temporary disadvantage.

"Taking the 2012 performance, we have dropped, others have also dropped, we have fallen a little less than others, and overall is profitable.

While others are working for survival, we are only striving for more and less, good and bad.

the seemingly self comforting layout concept represents the normal thinking of JEANSWEST's internal management.

Once a manager of information technology department put forward at the meeting: "JEANSWEST uses computers very badly!" the phrase came out, causing dozens of managers in the audience to be in an uproar.

Yang recalled that his first reaction at that time was, how could he say this as director of the information technology department, and then calmly asked him, "what is the reason for this?" the manager elaborated: "information technology has been very avant-garde in today's society, and we have low utilization rate in computers, and nearly 80% of the functions are not used."

Yang Xun asked again, "is there any other company outside us that is more fully used than us?" the manager replied, "if we use 15%, others may only have 5% to 6%."

So the answer completely reversed: JEANSWEST's information technology application is in the leading industry level.

a very different answer from the same question. JEANSWEST middle managers often accept this brainwashing game like brainwashing.

When reviewing your business, people often see their bad side. They dare not get used to showing something that has been done well or relatively mature.

In fact, "strong competition" is not only a boost to morale, but also a manifestation of the strength of superiority.

Yang Xun often inspires his staff: do you have to be depressed at 10 points in the exam? If you take 60 points to pass the exam, you really fail, but if you get 10 points, it is already the first place. What is the problem with the candidates or your ability? But the result of the blame is JEANSWEST employees' super high job stability.

lose weight and protect the car weigh the pros and cons

reporter noted that JEANSWEST's annual performance report was less than J-ONE figure, in fact, this part of the business has been planned to end.

Yang Xun said frankly, everyone's knowledge will have a process. Each manager has different understanding of the same problem, and the effect will naturally be different.

Now JEANSWEST has many employees, many stores, and the understanding and execution of any link is not in place, and the results will not be good.

It's harder for franchisees to do so.

J-ONE was originally intended to develop the brand to a higher end, but it still did not achieve much in the past six or seven years. In addition, JEANSWEST's performance decline last year, the best decision is to narrow the scope.

The problem now is not that there is a problem in decision-making, but in the execution.

Seeing problems is a kind of level, but there is no extra time to deal with them.

willing to let a painstaking brand fade out of the field of vision, the thinking behind it can be perceived from Yang Xun's contingency attitude.

He said jokingly, "everyone's experience is limited. Who can write two articles at the same time?" Jin Yong's novels can be done by Zhou Tong Tong. He can't fight with his hands. In real life, I have actually seen such a person who can write with his left hand at the same time as his right hand, but that is only an extreme case.

Our normal people manage two brands at the same time. If there are problems, how do you choose? So our decision is not hasty.

One thing is for sure, the management capacity may not be in place, but one day it will not be impossible for J-ONE to make a comeback until our manpower is slow.

in order not to let the "good horse" become a "bad horse" without losing attention, losing a bargaining chip to win the future, the trade-off between the trade-off is often staged in JEANSWEST.

For example, a reasonable stock level has always been a worthy indicator for JEANSWEST, but it has been hammered repeatedly in the last two years' internal meeting.

Opening the book quantitative analysis, JEANSWEST stock in 2012 is declining, the so-called "higher inventory" is not the conclusion compared with other brands, but relative to their normal only more than 12 billion yuan inventory has been very high, this increase of several percentage points for others is only a very low figure, the reason why we want to attract management attention, is to remind everyone to save this advantage, do not think that the aircraft carrier will never sink.

Home hunting is less than /strong > /p >

JEANSWEST has always been very sensitive to the change of the environment. In the formulation of the internal management concept, it emphasizes the coordination with the development trend.

Analyzing the current situation, Yang Xun believes that when the 100th anniversary time of the founding of new China, the GDP of China will reach two times that of the United States. Compared with that, the US economy will grow by 1% to 2% per year, while the average annual growth of China's economy is 6% to 8%, and the retail sales will grow by more than ten percent. Why should we not put our strength in China with higher growth rate? The key lies in how the enterprises cooperate with the central strategy in formulating brand strategy and choosing the way to go.

net sales is undoubtedly a strategic link for JEANSWEST to open its domestic sales channels.

At present, JEANSWEST has made remarkable achievements in the construction of multi online shopping platforms in the mainland. In 2012, the net sales business grew by 70% over the same period last year, and sales in 2013 were expected to reach 300 million yuan, the target was 50% higher than that of last year.

But its impact on overall retail sales is still very limited. Online sales account for only 5% of JEANSWEST's total turnover. Although growth is greater than that of physical stores, its impact on profits is small, making it impossible to replace the existing business models, nor can it affect people's recognition of JEANSWEST brand concept unless one day accounts for 30%.

Yang Xun believes that the growth structure and overall development of China's online sales are not very healthy at the moment. As a third party platform, Taobao's business is good, and it can't explain how good the online store business of a positive price commodity is.

This is different from foreign countries. The online selling price of JEANSWEST brand in Australia is the same as that of store sales, while in China, JEANSWEST brand sales are limited to Taobao, but other websites are generally good.

Therefore, in the short term, the dominant position of the entity store can not be shaken. The relationship between cost and effect needs to be optimized. Taking the service that customers can actually feel as an example, the service provided by the store may be reduced, but the quality of service should be better.

urbanization also opens up opportunities for JEANSWEST.

Speaking of ZARA and other fast fashion brands competing in China, the theory of "Tian Ji racing" has come into play.

Yang Xun said that JEANSWEST did not compete with them in the speed of industrial chain upgrading, but they were not rivals in deep excavation. JEANSWEST did not necessarily take advantage of competition in the first tier cities, but in the two or three tier or even four or five tier cities, it was like returning home. "In the Chinese market, they may lose money, but we can not!"