Since its establishment, Morio has always been pursuing "creating a fashionable clothing brand that everyone can afford", and the spiritual rhythm of the youthful minds of sincerity, to create happiness, nature, health, and accommodation for the young people.
In the next 5 years, Mo Gao people will focus on the opportunity of rapid development, adhering to the spirit of "going all out, unity and struggle", stabilizing the foundation, accelerating development, and completing the strategic goal of "becoming Chinas leading leisure clothing brand operation group".Topping towards the worlds clothing industrys well -known brands.With "providing fashion products and spreading happy culture", it has become the "leader of the Chinese clothing industry.
When the economy fell into the financial crisis, some of the "light companies" in the clothing industry, with the convenience of the model, rely on shortening the production cycle and greatly increased their styles.The new production model has been tested in the market.
1500 new styles a year
Inspired by the international big brand ZARA, H & M, etc., Mo Gao Clothing Co., Ltd. (referred to as Mo Gao) can survive in the crisis and grow against the market. In addition to the adjustment of the management system, its "three -level selection board" system is indispensablewithout.
In 2007, China could not experience the outbreak of the world financial crisis, but Mogaos sales showed a dilemma.The predicament is that the "leisure and entertainment" chosen by Mo Gao -the path that this traditional clothing industry has been taking has come to an end.
According to the traditional clothing industry model, companies have launched new clothing cycles very long, even 6 to 8 months.In this model, a company can only design a few styles a year, but it can make money to make money through large quantities.Nationwide, a style may produce hundreds of thousands or even millions.
In the face of fierce competition, this model has been greatly backward. As a result, the product has a large backlog and funds are occupied in large quantities.On the other hand, the success of foreign countries is the opposite. For example, ZARA from Spain has achieved great success through rapid response to quickly launch small batch, multi -style clothing.
"So, we decided at the time to transform into clothing with the" casual fashion "category. The style has increased significantly from hundreds of hundreds a year to more than 1,500, and the production cycle is also shortened. The shortest production cycle when necessary is shortened to 35 days."Executive Deputy General Manager Dai Xiaodong recalled this painful reform.
Since the end of 2008, Mo Gao has seen hope.Although the overall settlement of the enterprise still lost more than 30 million yuan, sales have increased significantly, and the growth of performance in 2009 has exceeded 20%, and profits have also risen from losses to nearly 20 million yuan.As the earliest transformation in the industry, Mo Gao tasted the sweetness brought by the production of "small batches, multiple styles".
"Three -level Selection Board" brings the market
Generally speaking, clothing companies choose board types mainly by designers, and excellent designers naturally become elite elements in the industry.Although designers are good at capturing fashion elements, the grasp of the market is not as good as the store manager who is responsible for the store, and may not be able to cater to the market.
Mo Gaos selection model is very different from this, divided into three levels.The first is the selection of the R & D department.There are 60 designers in the R & D department, each time from 200 to 300 models.Followed by the three departments of the company to participate in the selection board, this is called the "Trinity" selection board in Mogao.The companys production department, marketing department and brand communication department participated together. The chief designer, chief engineer, brand management director, etc.
The last level is the "market expert" selection board, that is, the agent representative selection board, the purpose is to ensure the objectivity of the evaluation.Routine speaking, Morizhong has 6 clothes for a year, so large -scale selection will be opened 4 to 6 times a year. Each time, 30 "market experts" are selected from agents from various places.
At the "Market Expert" selection board, ask the model to wear a real clothing board, and then whether each model is worth producing votes.If a model can get more than 30%of the votes, you can enter the ordering meeting.At this level, 30%of the plate type will be eliminated, and the remaining 50%of the board will enter the ordering meeting.