Chapter 24 Chapter 22 Informatization: New Industry Trends

Our country and enterprises have been so obsessed with change in the past few decades, this is the era we live in.But the dazzling changes in reality are also fascinating: the thriving processing enterprises in the Pearl River Delta constitute a vital link in the global industrial chain; A new international metropolis; the process of urbanization is accompanied by a variety of heartbreaking stories, emerging one after another... Undoubtedly, the great abundance of material and the great enhancement of national power can easily create a desperate state of mind. As those commentators who use exaggerated terms say, the biggest proposition that has been exchanged for bloody sacrifices in the past 100 years - "transformation from traditional society to modern society" has entered the "summary period".It also becomes the perfect excuse for us to face all kinds of serious social problems and economic problems that are going on.

However, for enterprises, in the turbulent years, when how many positive benefits can be achieved at any cost becomes a kind of hesitation, do we need to reflect on our changes?How to deal with the intensifying upheaval at a new starting point has become an unavoidable proposition for all enterprises in this era. And history is not just a few pages of cold paper. Looking back on the fifteen years that Smith Barney has gone through, we are actually looking forward to more years in the future.In these memories and longings, calm judgments and dreamy words are equally important, and all of these are based on the love for an industry.

Some experts said: "In the foreseeable future, China will still be a big manufacturing and exporting country, and it will still maintain its status as the world's factory. The modern service industry is based on the manufacturing industry. It is impossible for a tree with roots and water without a source to have vitality." Smith Barney, which is inextricably linked with this industry, should feel relieved, but this does not mean that you can sit back and enjoy the benefits if you stick to the rules-change is inevitable. The reason is that while China's domestic market is expanding, everything from the government to business is actively making it happen.But a future dependent on domestic demand does not mean that exports will be abandoned.In fact, for quite a long time, export will still occupy the mainstream.The output of many products in China accounts for 80% to 90% of the world's total. Although we have a vast domestic market, how can we absorb such a high output in a market that accounts for one-fifth of the world's population?Still have to rely on the international market to solve.

Moreover, the unavoidable proposition of globalization makes it impossible for Chinese companies to escape the outsiders who snatch the cake.China's future competition will be equated with world competition.The key point is that the changes that should be made in this situation are to adapt to the needs of the consumer market and the changing environment, and adjust their own production and design. This is a strategy related to long-term survival. The life and death of an enterprise may seem complicated, but it is actually simple.The integrity and sustainable development of a chain determines the weight of an enterprise between giving and returning.For a clothing brand like Smith Barney, each piece of clothing is a life, and the concepts and changes throughout this life cycle are the new trends of Smith Barney.

The Internet marketing that has surfaced more and more recently is a part that Smith Barney will focus on strengthening in the next strategy.This company, which started out as a marketing strategy, cannot be indifferent to the booming Internet marketing.More importantly, Internet marketing will open a whole new door to the future as an extremely low-cost way. As a peer of Smith Barney, Semir has become a beneficiary of online marketing in the past two years. It chooses more than 100 million QQ users, mainly young and fashionable people, as its publicity targets. By making clothing styles into QQ shows, netizens can choose to experience Semir clothing. characteristics, with some success.

After the successful IPO on August 28, 2008, Zhou Chengjian couldn't restrain his emphasis on network channels, and made it clear that he hoped to use the funds raised from the listing to start B2C network construction and channel expansion. The network marketing of traditional enterprises is composed of three links: notification, consultation, and sales completion. The details of each link are different due to the difference of the product itself.So for the clothing industry, what are its specific links?Combined with the case of Semir, the essence of these links can be clearly learned.

In the first notification link, there are three details in total, namely, choosing a notification platform, making notification content, and how to notify.Semir chose QQ as its notification platform. Semir's move is very targeted. Metersbonwe can choose another platform that is 100% young and fashionable, such as fashionable online games.Compared with the QQ show, the clothes worn by the game players’ characters on the Internet are more realistic. The three-dimensional clothing displayed in the game allows consumers to imagine what it will look like when they wear it. The second link is online consultation. In this link, the doubts in consumers’ hearts should be resolved, and consumers should understand why they choose online shopping instead of shopping in specialty stores and why they choose Metersbonwe instead of Semir. , Yichun and other leisure brands.This requires Metersbonwe to compile a complete network marketing consulting discourse system.

Metersbonwe builds its own clothing store on the Internet. On the one hand, it uses the existing b2c platforms such as taobao and paipai. On the other hand, it also needs to build its own network platform. The composition of this network platform includes: a platform that provides traffic , There is a platform to provide publicity, a platform to create profits, and a platform to communicate with customers.Specifically, it is an online sales platform, an independent advertising platform, a clothing industry consulting platform, and an interactive platform. The platforms are interconnected and provide mutual support.

The last link is sales. Metersbonwe has established an online sales platform, which is bound to have a certain impact on the business of specialty stores, especially as online consumption becomes more and more mature in the future. This impact will only intensify, not decrease. To deal with the conflict between specialty stores and online stores, it is best for the headquarters of the company to receive orders and then distribute the orders to various places. On the one hand, it can save logistics costs, and on the other hand, it can provide door-to-door services to customers. 1-to-1 marketing enhances customer loyalty, and customers can exchange their clothes at the specialty store that picks them up if they don’t fit.

In addition to online shopping platforms, more inspiring social media, such as Weibo, are also worth trying.The emergence of Weibo means the beginning of a good era, behind which is a subversive change. Taking modern capital trade, the prototype of the contemporary business world, as an example, the opening of the era of global trade is behind the discovery of new routes.After the world was opened up, a commercial revolution occurred in the commercial and economic fields of Western Europe.After that, the world market began to take shape and the center of trade shifted.Accelerated the process of primitive accumulation of capital and promoted the transition from the feudal mode of production to the capitalist mode of production.At the same time, it has an important impact on the social economy of other parts of the world, and the world is powerfully connected as a whole.

Business change is actually very similar to the coming of a catastrophe - the environment will continue to release signals about changes and opportunities, but unfortunately, these signals will only make most people indifferent - if the leaders of the business are also like this Numb, then the future of this enterprise will be unpredictable. Weibo is the signal.The seemingly virtual and fragmented pieces of information conveyed by Weibo, the changing interaction mode between attention and being followed, and the astonishing speed of transmission across the earth in a few minutes are truly reflecting the real business world. make an impact. People who follow Weibo spread the story of Dell's successful marketing on Weibo by word of mouth, and they also found that more companies are already ready to move.The addition of these enterprises will accelerate the business impetus of micro-blog.As the owner of a retail website said, Weibo was just a part of the corporate culture at first, but now it will become a part of the lives of website users. In addition to the unexpected business model of Weibo itself is emerging, the business ideas inspired by Weibo are also refreshing. In August 2009, T Gevinson sat with Victoria Beckham and Madonna, the queen of fashion, to watch MJ's 2010 spring and summer fashion show.Then, she appeared in the front row of big fashion conferences such as Yohji Yamamoto and A McQueen.People who are familiar with this news know the gimmick behind it-T Gevinson is a 14-year-old American girl.She has gained attention from the fashion world because of the popularity of her personal fashion blog on the Internet. In this circle, there are many similar stories. In 2009, Gucci invited the authors of two well-known blogs, Stylebubble and F Spinach, to participate in its New York show. Impact on business is not unique to blogging.The emergence of Weibo has made this commercial transformation even more popular. According to the Daily Mail, actress Kim Kardashian is without a doubt the biggest moneymaker on Weibo — she earns $10,000 for every tweet she posts, provided it mentions several brand names. This new idea was quickly transplanted to China.For commercial brands, they need to find spokespersons in this emerging luxury and fashion consumer country.Unfortunately, so far, there are no such influential fashion bloggers in China. Before Chanel held a fashion show in Shanghai, China, the female channel editor of a portal website tried hard to find such a leader blogger in the website's blogs and microblogs, but found it difficult to find.This failure clearly shows the disparity between such a huge demand and the gap in the market. The well-established and effective microblog business methods abroad seem to be in bleakness in China.This is just a simple example.The changes and influences microblogging can bring to business are by no means limited to this. Enterprises disseminate product information to their potential users through this platform. The immediacy and sharing of microblogs allow a message to be accurately disseminated to users' mobile phones at the lowest cost (or even zero cost) in the shortest possible time. It is then reinforced by secondary propagation between users. Dell launched the enterprise platform just after Weibo came out.Soon, there were nearly a hundred Weibo groups on Dell's official website.Through Weibo product marketing, the sales revenue exceeded one million US dollars.During the Guangzhou Auto Show in 2009, Changan Ford also saw a new change in business thinking from "Weibo".Through the "fans" of the official Weibo and the news forwarded by these users, Changan Ford's official Weibo has 7,000 fans within two weeks, and the official Weibo has received nearly 5,000 comments from netizens. These revelations are of great significance to the clothing company Smith Barney. The "unconventional way" of Smith Barney, facing the low-cost, fast-spreading network marketing, what layout it will make will directly affect the position of Smith Barney in the future world. Smith Barney has a dream. Compared with Zhou Chengjian's personal dream, the corporate dream has a sense of vicissitudes of time.Any company that expects to have a clear face in the distant future is torn between being a captive of the times and a future master.And Smith Barney, its dream is so simple, yet so far-reaching. There are so many stories about corporate dreams in history. From the classic plots of clothing brands, it is easy to get the dream trajectory of this industry.The first detail of the new era is that the clothing fashion industry is undergoing an exit tide.Givenchy retired in 1995, Yves Saint Laurent retired in 2002, Emmanuel Ungaro retired in 2004, and Giovanni Valentino, the third-generation successor of Valentino, retired in 2008. The fading out of a batch of symbolic characters and their century-old dreams is destined to give birth to another batch of new century-old dreams. In the Western world, today's society is different after the financial crisis.In the past, customers who used to be the classic logo of custom clothing, they also worked hard.There are people who can spend months traveling Europe, going to the Riviera or the Alps, waiting patiently for their clothes, but now they want to be able to wear them right away. The opening of a fast era has made the century-old dream more rapid and short-lived.This is also the place where fast clothing companies like Smith Barney feel conflicted. On the one hand, it is the loss of the ancient tradition, and on the other hand, it is the conversion of the future target to this old tradition.In essence, no fashion company has a century-old history.This is of course another kind of reverie. Looking back on the long history of the century-old store, it presents generations of immortal masters and their works that are remembered by the world, and the clothing manufacturing that has been passed down from generation to generation is also constantly moving forward in the wheel of history.What does Smith Barney rely on to realize its century-old dream?How to forge this historical legend in the ever-flowing past? It now appears that the essence of the problem lies in the virtualized information chain.Because we are in the rapidly changing information age, and the common point of information and clothing manufacturing is to win quickly. Since its inception, Smith Barney has adopted the "virtual management" model of "dumbbell structure", which focuses on the coordination of the whole supply chain process such as brand operation, product design and production procurement, logistics, market expansion, sales service and information management. Management, effectively integrate the production and marketing channel resources of the entire textile industry.The company believes that a comprehensive information system will become one of the key points to enhance the competitiveness of apparel retail enterprises. Out of such considerations, Metersbonwe has formulated a long-term development strategy based on informatization construction: through the implementation of informatization first strategy, use informatization to drive the internationalization of the enterprise, promote the rapid and effective growth of the enterprise, and implement the "solidification-optimization The informatization promotion plan of "re-solidification" mode fully integrates the upstream and downstream supply chains to enhance the core competitiveness of the enterprise, and lays a solid foundation for Metersbonwe to become a leading apparel brand in China and eventually a well-known global apparel brand. In order to realize the above-mentioned strategic development plan, Metersbonwe launched the "Information System Upgrading and Improvement" project in 2008. It will gradually improve the existing information system in the next three years, realize the interconnection between systems, and make Metersbonwe The level of business automation has been raised from the advanced level in the domestic industry to the advanced level in the international industry, providing support for the expansion of the overall operating income of Meibang, improving the overall operating efficiency of Meibang, and paving the way for further development of domestic and foreign markets. With the development of the market, the "virtual management" model created by Metersbonwe is becoming more and more familiar and imitated by everyone. Metersbonwe also has a clear understanding of this: "When everyone uses virtual management When the model is established, it is necessary to seek changes and carry out industrial upgrading. In the future, the competition of the virtual business model will also be the competition of the entire supply chain." The development of Metersbonwe's business, which has entered a new round of rapid growth, also puts forward higher requirements for information construction, multi-brand strategy, in-depth market layout, development of network marketing and higher level of supply chain management integration , have determined that informatization construction needs to be closer to business development, from simply providing daily business operation support to gradually establishing business process support, business analysis support, governance and business management and control capabilities, and business decision support capabilities.After Metersbonwe went public, the requirements for all aspects of financial management, analysis and support capabilities are getting higher and higher. Metersbonwe must continue to build an information platform for financial business integration. With the expansion of the scale of the United States, the island effect of information and the disadvantages of the C/S structure are becoming more and more obvious, and the branches, agents and exclusive stores all over the country cannot realize real-time data exchange. In 2001, on the basis of the first-generation system, based on the idea of ​​integrating upstream and downstream industrial chains and constructing enterprise alliances, we independently developed the second-generation information management system for supply chain resource integration based on Web architecture, and implemented the application The large centralized mode integrates the business processes and data of all parties in the industrial chain at the bottom of the database and software, and realizes the purpose of real-time linkage.The system has opened up the entire supply chain of Metersbonwe, enabling all parties in the supply chain (suppliers, brand owners, franchisees and stores) to realize integrated management of the supply chain on a unified information platform.The development and promotion of the second-generation system was basically completed in 2003, and it has been in trial operation for 4 years. It was finally officially released in 2007 and obtained the national copyright. It has become one of the few clothing companies in China with software copyright. Using the advanced information system as a link, Meibang integrates various social resources, grasps high value-added links such as product design, branding and marketing, and brings huge social benefits to the entire apparel industry chain.Especially in 2008 when the financial crisis broke out, Smith Barney increased the order volume and expanded the scope of cooperative suppliers, which effectively helped those high-quality garment foreign trade processing enterprises that were in crisis due to the decline in foreign trade orders. In 2009, Smith Barney has launched a new round of information system upgrade planning, introducing internationally advanced software systems suitable for Smith Barney's business model to internationally renowned information solution providers such as SAP and Oracle, and building on the existing second-generation information system On the basis of the modernized management system, 12 key business systems and 9 internal management support systems have been improved to comprehensively improve the management capabilities of the upstream suppliers, the company itself and the downstream sales terminals, and increase the coordination and cooperation ability among all links. Reduce the inventory turnover days from 70 days to 30 days, and pave the way for further development of domestic and foreign markets. The ultimate goal of Meibang's information construction is to help Meibang improve enterprise resource management, increase production and sales ratio, reduce inventory and operating expenses, thereby increasing Meibang's net profit and return on investment, improving cash flow, and realizing "10 billion enterprises, century-old brands" "Strategic goal.