Every guest reform can usher in spring

aged by the founder of the Network of Excellence 2007, the founder of the goods, products cover men's, women's, children's wear, shoes, home, accessories, cosmetics and other seven categories, to support the national 1100 cities to pay, to face the test, 30 days unconditional return of goods. Founded more than six years ago, with a very cost-effective clothing and perfect customer experience, where customers have become the consumer goods to buy the main choice of clothing apparel objects.

Every guest's development has maintained a "Great leap forward" type of growth, in recent years, behind the hidden "derailment" crisis. Where customers start to tighten the pace of management reform, the establishment of data centers to ensure production, sales, inventory "tailored."

Every customer reform plus "number" production, inventory to sell quantitative

"There is spring, no fear", this line of the streets of every passenger advertising words, how much can reflect the idea of aging mind.

Every guest in the spring of 2012 scene, is in the impetuous electric business circle precipitation. Since its inception, every guest has maintained a "Great leap forward" type of growth, behind the hidden "derailed" crisis. IPO uncertainty, inventory pressure, huge loss rumors, senior turnover ... Faced with this wide range of things, every customer in the past year tightening pace, management reform, return to the "steady in" process.

Compared with the past, the present age seems more calm. For sales, he is no longer with the Hing, but to the figures to speak. Aging believes that the current customers are more like a data company, to fine to "a SKU it in the last year, how much it sold today, so that internal adjustment more efficient, more respect for the company's own operating rules."

From compartmentalization to category segmentation

If reason and emotion are the two footprints of human growth, the brand and management can also be said to be the two important footprints of the people in the growth path. Facing a team of more than 10,000 people, the aged choose to split small, so that members of the team in the family can find their own position.

From August 2011 to November, Van Gogh made the largest architectural adjustment since its inception. The original two division by category are divided into five business departments, respectively, responsible for shoes, sports products, fashion men's, women's and accessories bags. The five major business departments from product design to sales planning and marketing planning a series of work.

At the same time, the five major departments corresponding to the three major production centers, and to the three production centers to provide a single demand, production center is responsible for coordination with the various suppliers of production. The original promotion, brand, warehousing, logistics, and call center continue to retain.

After the "change" of the guests, from the original two departments into five business units, plus three production centers, each of which has a leading figure. After the operation of the five major departments has achieved some results, aging said that this April the company has continued to expand into 10 business departments, and today's structure is very clear.

"The organizational structure of the past is a fragmented, product-responsible product, marketing is responsible for marketing, production is responsible for production, regardless of each other." Product wrong, scold marketing department, said marketing photos are too ugly, and marketing department, the evening back a bag of clothes back to shoot, while patting and scold product department said this is what things, this is the situation of our last year. "What's different now is that every business department starts from the moment you plan your product, to marketing, and finally to sales, which is responsible for the business."

Add data center to control global

After the break-up, the powers and responsibilities are clear, resulting in increased competition among the business sector. This time, the data is very important. "Aged. "Because some things are not clear, I said you this clothes good-looking, you said I this clothes ugly, we two quarrel day also useless, very simple, takes the data to speak." ”

In every guest inside, there is a "top 10" assessment, where the home can only place 7 focus map, first consider the top 10 products.

"In the top 10, you can not get into the top 10, you have to work hard." Now, a picture goes up and the head of the business department is staring at the picture for an hour. ”

Who will judge the top 10 ranking, write transcripts? Data "survival, is aging in van to promote management reform of a keyword.

To this end, where the customer has set up a "data center", designated an SV P for management, dedicated to the cause of the "report card." Data centers collect data from various business departments, publish data weekly, and arrange for these resources by the website operations Department. "At the beginning, everyone prepares to ask the head of the data center to eat every day, and then finds it impossible because he can't eat." Especially after the establishment of 10 division, he will not eat more, so he is also crazy. ”

At this point, the neutrality of the data center is very important. "Any business unit in fact will be in the process, because of competition, will unconsciously make mistakes." So, ultimately, the data center is not involved in any direct business, its job is to give objective and impartial data. ”

"New users, sales, gross profit margin, inventory turnover, these are assessment indicators." You this product can bring new users, this is the first indicator, the second indicator you are not enough sales, third, you can have enough gross margin. "Setting up a data center, according to figures, says another advantage is that data can avoid emotional things and corruption and make adjustments more efficient."

"The establishment of data centers, changes in organizational structure, as well as the product structure of this refinement, is our front-end to the most important thing." Without these things, brands are also castles in the castle. ”

In addition to the allocation of resources, data on the development of every customer what role, need to be refined to what extent? Aging points out, for example, T-shirts I have to do this year, how much socks to do, this as a best-selling product should be based on the user last year's data, this year, the growth of new users, who buy these basic data statistics.

"The front-end data should be specific to a SK U how much it sold today in the last year." ”

Old recalls that, for a while because every customer development is very fast, so we impulse to use a planned economy to engage in production, this is wrong. "The way it used to be, this year this category I want to do a billion amount, comrades back to the 100 million on their backs, go back to consider how much of the 100 million SK U, need 10,000 sk U, to 10,000 sk U above, and then each SK u need how many pieces. ”

But the data, let old age realize "to respect the company's own operating rules." Every guest's plan is to put the product's three-tier structure (best-selling classic, Innovation, breakthrough), and then match the user, and market growth combined to calculate the production.

"It's a good thing if you can figure it out." "Compared to a year ago," 2011 to 10 billion sales, "the insolent comparison, the time is much calmer, he no longer easily forecast figures. As an example, when it comes to the growth of the Ace product v T, he said: "I can't give you this data right now, this data probably needs to come out at the end of April before it can be given to you." I give you a data now, People's business department does not do, in the end I will give you a lie. ”

The restructuring of the division, so that customers completed from the vertical to the flat management. and the establishment of data center, so that every guest more and more like a math company, with data to guide production, control inventory, to find the bottom line of enterprise development.

Enterprise Best cow to "I leave is OK"

Through more than two years of irresistible development, looking back to 2011, where customers have faced many questions: blind expansion of category, inventory accumulation, and even internal impetuous corruption, capital chain break, all this once let every guest suddenly entered the "silent period." A number of senior executives left, but also to increase the outside world for every guest IPO suspicion.

"This is not a big relationship, and I think the main thing is that the senior executives involved don't have much to do with the specifics of the business, and there's no relationship between the executive and the executives," he said. ”

"In particular, the SV P This layer, we are two major business departments, the two major division of power more and more, more and more concentrated, this time the level of more, is from planning to production." This time it is easy to see clearly, so we made this adjustment. "For executives to leave, aging said that any organization is composed of people, it is impossible to say that a colleague's departure has no effect on the organization, is in the mood will have an impact."

"But on the contrary, as a business, I as a manager, my goal is only one, is the maximization of enterprise value, users, my colleagues, my investors, these three aspects I am responsible." ”

Breaking the balance among the guests is also the news of layoffs. September 2011, a "Three Ask old" mail, once triggered the "layoffs door" trend, where customers in accordance with the proportion of 5% per cent to each department for job cuts, a large number of short-term entry staff can only choose to seek another club. Is slightly June Deputy President Li Pein to the South All reporter analysis said, there are two kinds of layoffs, one is passive economic layoffs to ease economic pressure, while the other is the active structural layoffs, the enterprise's internal organizational structure reorganization, separation, cancellation, and transformation must be based on enterprise management to achieve success.

Every guest's layoffs are more of the latter, and every guest is trying to find a tipping point to make adjustments. "The best thing is that the operation of this enterprise is not related to my departure, which means that the enterprise itself as an organism has its own system." "Old said, that is my pursuit," but if today I say I leave also all right, the investor scold me to death, so this thing, can only dialectical look. ”

In the 2012, every guest gave the slogan "Spring, No Fear", and then the next city evolved to "go forward without fear". Old said, this one advertisement word comes from Haizi's a poem "Spring is my quality." ”

After 2011 years of expansion, radical, every guest's 2012 years have been ushered in the spring, aging large-scale management reorganization can be rebuilt a van, a new model of the correct? This will be left to the test of time.