The "Virtual Operation" Of Nike Is Comparable To That Of The United States.

In the field of internal and external troubles, the famous leisure clothing brand, founded in Wenzhou and now in Shanghai, has made remarkable achievements: its sales volume reached 4 billion in 2006, but the total accounts receivable accumulated in the whole year was only a few hundred thousand yuan. Without its own factory, without its own store (except for a large image shop in a few large cities), it has controlled more than 200 fabric factories, accessories factories, garment factories and more than 1800 franchised stores all over the country, which has overcome the "stubborn disease" of the overstock of clothing industry and the arrears of payments.

　　 Cat chase What on earth can make the chairman of the board? Zhou Chengjian Without leaving home, we can control and command the huge production, operation and distribution network of the whole country in real time and keep the accounts receivable level at such low level. Its successful experience can be summarized as: "one mode, three magic weapons". One mode refers to the virtual business mode. The three magic weapon refers to the "brand, design and e-commerce platform for enterprise alliance".

　 　 Virtual operation Comparable with Nike

It was founded in 1995. At the beginning of the establishment, only registered capital of 500 thousand yuan, more than a dozen individuals. Zhou Chengjian, the boss of the United States, has seen the market gap of casual clothes that young people need relatively cheaper in the middle of the twentieth Century with the unique commercial smell of Wenzhou people. He positioned himself in the casual wear market and launched T-shirts and jackets, which turned out to be a very good business and sales revenue reached about 5000000 in 1995.

The sales situation is very good, but there are more and more varieties of it, but their factories have no ability to produce so many varieties. What should be done? Max Chase has simply shut off his only factory and outsourced production to Guangdong's overcapacity garment factory.

At the same time, the United States began to go out of Wenzhou, to invest in Hangzhou and Shanghai. However, the expansion of the network is not enough, but on the other hand, management can not keep up. The United States has returned to Wenzhou, to reduce its size in Shanghai, to introduce agents and develop consignment shops.

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This is the prototype of the virtual operation mode of the United States. But at that time, the management of the United States did not know that this is a very popular virtual operation mode in the world. It was only when there was no factory building to find someone else's OEM, and no funds and management ability to open shop, so as to develop agents, encountered a difficult problem and solved a difficult problem.

　　 First taste of e-commerce benefits

In the virtual management mode, with the scale of the enterprise increasing, whether it can run healthily finally depends on the e-business platform facing the whole industry chain upstream and downstream.

The way of electronic commerce of mus Bon way began in 1996. From 1996 to 2000, the first generation of e-commerce system was developed independently by mus, which included warehouse information management system, exclusive store and distribution management system, financial management system, production purchase management system and office automation system.

With the gradual launch of the first generation e-commerce system of the max group, the order delivery period decreased from 15 days to 8 days from 1995 to 2000; the receivable turnover days decreased from 30 days to 2 days; the number of stores increased from 10 to more than 400; sales increased from about 5000000 to 510 million yuan. By 2001, sales of the US group grew to 870 million yuan.

The United States has transformed from a manufacturing company with hundreds of workers in 2 factories into a sewing machine without a sewing machine. Only the virtual enterprise of e-commerce system, brand operation and R & D design has created a virtual operation mode comparable to Nike.

　　 E-commerce platform to open up the industrial chain

The rise of Internet technology in the late 1990s has revolutionized the direction of e-commerce development. The first generation of E - commerce system, which has made great contributions in supporting the development of enterprises, has also encountered enormous problems. The first generation e-commerce system adopts structured software design ideas and C/S structure. All branches, agents and franchised stores all over the country have separate databases. They can not access and access each other instantly through the Internet. The disadvantages of C/S structure and isolated information platforms are increasingly apparent, and the cost of operation and maintenance is rising sharply.

After nearly a year of self thought and struggle, in 2001, Wang Quangeng, vice president of IT, logistics and production operation of the group, persuaded the group management to abandon the old generation of e-commerce platform and decided to redesign and develop a new e-business platform based on WEB structure.