Qingdao Redbird: Business Restructuring, Platform Building, Pformation And Upgrading

"Around 2000, if you rent a 200~300 square meter shop, you will be able to make profits. It is very common for each shop to sell $5 million yuan annually."

Xu Fangxiao, vice president of Qingdao red collar group, said in an interview with the recipient that in those days, red collar franchisees often took 2.3 million cash in line to pick up the goods at the red collar warehouse door. "Whoever can bring back the goods can make money."

However, with the

Enterprises are constantly emerging and competition is becoming more and more intense. The traditional clothing and retail sales mode, which sells and sells products, restricts the development of enterprises.

"This is a global problem."

Xu Fangxiao told reporters that a brand new product will sell well in the new season, and it will be thankful to get rid of 70% of its inventory.

As a result, many enterprises begin to reduce costs, but this is only a vicious circle.

It is noteworthy that under the circumstances of the poor global economic situation, there has been a "strange phenomenon" that the red collar has doubled its orders after repeated price increases.

In fact, since 2000, red collar has begun to try to customize the route. The growth rate of this sector has exceeded 100% in recent years, and the basis for supporting this business model is big data.

Zhang Daili, chairman of the red collar group, said that since the end of 2002, the red collar began to accumulate and study the database of plate, process, style, BOM, and so on.

Interestingly, the red collar, which has accumulated many years' experience of "Internet +" and intelligent manufacturing, is also a service provider for other manufacturing enterprises.

A traumatic pformation

It has been a month since he came back from Guiyang. Li Haibin, director of Qingdao red collar business management group, is still a little excited.

He told reporters to participate in the China big data industry summit and China.

The innovation and Development Summit aims to show the company a large-scale customized mode based on the Internet plus, and let them find the direction and method of pformation and upgrading.

Xu Fangxiao also confidently said that the successful implementation of mass customization is in the

In the manufacturing field, Hongling is a unique enterprise in China.

He told reporters that when the retail market was booming, almost one shop could make a profit, and the higher profit margin at the early stage was enough to cover the cost of inventory.

As a result, branding companies have been roping around, ignoring the "stubborn disease" of inventory backlog.

As competition intensifies, this abuse becomes increasingly prominent.

13 years ago, when the whole industry was growing at a frenzy stage, Zhang began to study the pformation of customization, although it almost attracted everyone's objection.

Xu Fangxiao said that in view of the backlog of inventory, if we want to solve it thoroughly, we must

Before production, we know who to produce, and customization can maximize zero inventory.

In the early stage of pformation and customization, Zhang Dai ideal guided customized orders through the front end.

As a result, from 2004, Zhang agent was there.

A 50 square meter customized area is set up in the store to guide customers to experience the customized service of red collar.

"At that time, the sales of ready-made clothes were 10 times that of the custom-made ones, but Zhang should continue to promote them."

Xu Fangxiao said.

Soon after, the "success" of the customized mode appeared.

Xu Fangxiao told reporters that the company opened two customized stores in Qingdao and Ji'nan. "During the new year, guests will queue to make clothes. The two shops can produce 80 sets of customized orders a day."

Such a hot scene makes Zhang's confidence more satisfactory.

However, when the original mode is still in the rising stage, the pformation of the new mode has made Zhang agent taste the hardships of pformation.

Capital investment has reached hundreds of millions of dollars, and there have been several structural changes in the production line. In particular, the pformation of the company's customization is not only a change of production system, but also an overall pformation from front-end sales operations to company management, company organizational structure and production system.

Custom platform emerges

The change also made the red collar taste sweet.

In the past more than 10 years, the red collar has been leading the industry, and customized business has maintained a double growth in recent years.

During the financial crisis of 2008,

For export, the price of the red collar has been raised, and the three increase in red collar price has risen more than 200% this year. It has become the biggest price increase year, and the order volume has increased by 110%.

Xu Fangxiao said: "when all garment production is forced to be pformed and customized, red collar will become the only enterprise that can make mass customization."

Xu Fangxiao said that the year before the outbreak of the financial crisis, the company has made all the modules of customized production accessible.

Then came the crisis. In the past, the business models that the brand dealers and the channel providers depended on had gone through the business. They had to seek breakthroughs, reduce inventories and minimize the inventory.

"The worse the economic situation is, the more motivated they will be to seek a breakthrough in their pformation, and they will take the initiative to find a red collar cooperation so that the right to speak will reach the red collar side."

In the process of upgrading and customization, red collar has gone through trilogy.

Zhang Yuan once said at the Wen Jin round table held by the state office, from the end of 2002, the red collar began to accumulate and study the database of plate, process, style, BOM and so on. At the end of the year, it began to customize in the clothing store, drive production of personalized products with data, and then turn to manufacturing life cycle solution.

After the success of the red collar, Zhang agent summed up the evolution process of the red collar, abstracted the key elements and innovated, integrated the elements integration into code, and created the SDE (SourceDataEngineering) to export the source data to the traditional enterprises, specifically to help the traditional enterprises to integrate with the Internet, technology and data in depth, so as to realize pformation and upgrading.

Red collar data show that the SDE system can create value for both suppliers and suppliers, such as greatly improving production efficiency, reducing production costs, achieving zero inventory, but also to meet individual needs, realize demand driven production, and ultimately enable the reformed enterprises to get huge profits.

Behind this technology output, there is also a red collar consideration, that is, through the promotion of SDE, more traditional enterprises can be pformed and upgraded, and eventually the enterprises after pformation will be included in the C2M (CustomertoManufacturer, consumer to factory) platform.

The enterprises on this platform are stakeholders, jointly operate platforms, create value jointly, share value together, and form a new industrial system with "customization" as the core. The global consumers put forward customized demand on the platform. The platform classifies and integrates scattered demand, links the factories running on the platform respectively, completes the mass customization and distribution of personalized products, condenses the integration of manufacturing and service, and crossover industries, crossover other huge industrial systems, and has great value.

Xu Fangxiao said that the SDE system has successfully provided upgrading solutions for 35 cross field traditional enterprises.

Ultimately, the red collar will also be pformed into a platform operator and solution provider serving the pformation and upgrading of traditional enterprises, providing customized software development, production process reengineering, management consulting and other services for the demand enterprises.

It is particularly important that the SDE system is applicable to China's labor intensive and other basic national conditions, especially small and medium-sized enterprises, through different levels of investment, upgrading and upgrading of different periods of 3 months or more, so as to achieve higher efficiency and lower cost, and achieve "zero inventory, high profit, low cost and high turnover" operation capability.

Reconstructing business logic

From Garment Retailing to customization pformation, red collar breaks through the logical conflict between industrialization and individuation, and realizes the new logic of demand driven mass production.

The red collar has also formed a unique market competitiveness.

Has become a high value-added, intelligent manufacturing network technology enterprises, profits are several times the number of traditional enterprises.

The demand for customized red collar market is very strong at home and abroad.

The growth rate of the plate has exceeded 100% in recent years.

Zhang said that the C2M industrial supply platform created by red collar mass customization has subverted the traditional "smile curve" and reconstructed a set of business logic that is completely driven by demand and manufactured directly to meet the needs of manufacturers.

He said that in the past, R & D and design were located at the two high-end of the industry value chain, and the manufacturing industry was at the bottom of the value chain.

But now, the C2M industrial supply platform has developed research and design online crowdsourcing, using the most professional and most professional technology to carry out R & D design, "the lowest cost, the lowest efficiency, the highest quality, the best service", and the sales channel adopts the electricity supplier mode.

Then, after the pformation of the SDE system, the enterprises will become the high-end of the value chain, and the enterprises will also get enough profit margins to provide a continuous profit support for continuous innovation creation.

In China,

Industry can only earn cheap processing and manufacturing fees, and lack core competitiveness.

But Xu Fangxiao believes that this does not mean that the manufacturing industry has no future, but that the mode of low-end manufacturing industry needs to be pformed.

Any business mode, carrier is manufacturing, no matter how the channel grows, eventually consumers buy products.

In this process of intermediation, customized products and services can be provided according to customer needs, and customers can get the exclusive products with the best price performance, so the enterprises will get the greatest value.

Zhang says that the experience of red collar proves that the Internet has not eliminated entity businesses.

Enterprises must do a solid job in a solid manner, make products and R & D well, change their thinking into the times, and integrate with Internet, technology, data, and virtual and real parallel interaction, which is the fundamental path for traditional enterprises to realize pformation and upgrading.

The era of DT (DataTechnology) provides great opportunities for innovation and development for traditional enterprises.