The Secrets Behind The Resignation Of "Two Talents" Executives

China's clothing brand marketing planning master two professional "superstar", the original talent group executive general manager Zhou Jun and vice president of marketing, Fang Zhong "mysterious" departure......

A cell phone message has aroused suspicion and media attention from all walks of life.

The author has interviewed the two leading figures of the two leading brands to explore the secret behind their resignation.

From serving a single brand to serving multiple brands, two outstanding professional managers, one is a brand planning expert, the other is a marketing practical expert. With the power of converting talented people from a wholesale brand to a well-known national menswear brand, its performance has increased by more than ten times in three years. It has become a miracle in the clothing industry, but it has chosen to succeed at this time.

But when it comes to the resignation, the two parties confessed that "early planning" - this is their established plan for their career.

At the beginning of joining the gifted scholars, they had a gentleman's covenant with the gifted scholars. After helping the talented men succeed in their pformation, they had to contribute their wisdom to more brands and start another journey of their career.

From the talented group executives to the gifted group advisor, before joining the talent, Zhou Jun and Fang Zhong are top brands of domestic brands, mainly responsible for brand and channel construction, and that is the period when domestic clothing brands are developing at a high speed.

It is a happy thing for Zhou Jun to excavate every brand's own characteristics, and the sales miracle of creating a brand is the interest of Fang Zhong.

So, three years ago, they joined the gifted scholar.

At that time, the talented person was still a regional wholesale brand with only 60 million turnover, which is not the same as the 1 billion famous brands in China nowadays.

"Leader shirt" and "casual suit"...

With a series of original brand series sweeping the land of China with a brand-new way of life, as well as the marketing activities of Tony Leung's charm endorsement and talent interaction on campus, the gifted scholar, as the Chinese original brand image carrying 5000 years of civilization, has become increasingly prominent, and has become the image representative of the new generation of "leaders" of the Chinese talents.

At the same time, Zhou Jun and Fang Zhong also urged talented men to break the traditional form of agency joining and implement various forms of parallel operation. The 20% general agent, 70% regional agent and 10% single store franchise and direct distribution ratio were also pioneering at that time.

Now, leaving is not a "farewell song".

According to their two career planners, they will continue to participate in image design, brand upgrading, channel optimization, terminal performance improvement, and even overall operation of product development and internal management in the capacity of "brand chief consultant".

"I just changed my identity."

It is the consensus of the industry to help more brands to rapidly upgrade their clothing enterprises this year.

At this time, it is necessary not only for courage but also strength to choose to appear in the industry as a think tank.

Talking about many problems in the industry, Zhou Jun and Fang Zhong seem very introverted, and they like to speak with their achievements.

How can we make a network grow fast?

The great power of the East has naturally precipitated the spiritual pursuit of scale and quantity. The achievement of the enterprise kingdom is inseparable from the construction of the terminal network, especially for a garment making enterprise with large population.

In only three years, the talent group has changed from the original irregular army to thousands of elite troops. The construction speed of the brand outlets is usually 100 / year, and the talented person has achieved 150 growth in one month in the most popular season.

It is noteworthy that such rapid development did not affect the quality of the brand.

"The key to rapid growth of network is a complete replication system."

The system described by Zhou Jun includes differentiated product strategy, shop location skills, terminal image building and management system, etc. it provides a detailed operation standard for enterprises.

According to the plan, we can get twice the result with half the effort and complete the 3~5 years' network construction in 1~2 years.

How can we make a big shop profitable?

The expansion of dot is the scale of the expansion, while the construction of large stores is the process of network refinement.

After the US, the big store strategy was once popular among garment enterprises.

However, Zhou Jun and Fang Zhong are more concerned about the "fast profit model of big stores".

"The main point of a big store strategy should be that the channel is matched with the brand growth, and the product promotion is matched with the store image."

Fang Zhong uses the "brand slope theory" to look at the trend of the big shop in the clothing industry. The most important thing is that through the optimization matching of various resources, the pulling force of the brand can be rapidly generated, and the speed of the pulling force and the dynamics of pulling power should be the focus of this strategy.

How can we speed up a brand?

The promotion of scale and the promotion of quality all point to brand building.

Fang Zhong believes that the core of the brand is culture and character, so the key point of brand building is to locate the space: "for example, when it comes to Mercedes Benz, it will think of safety. When it comes to BMW, you will think of driving pleasure. When it comes to seven cards, you will think of standing collar.

Instead of positioning at the price, it is necessary to display the cultural characteristics of the brand in all aspects and form a symbol.

In the terminal shop of gifted scholars, the symbols of Chinese classical culture, such as Qin, chess, books and paintings, convey the essence of the splendid culture of genius and proclaim "men enter the beautiful age".

How can we improve a company?

The development of channel and brand is ultimately to achieve the spiral of the whole enterprise.

Zhou Jun and Fang Zhong positioned themselves as the helper of the spiral enterprise. From the basic view of the enterprise to the planning of brand vision, they knew well the way of integrating resources, and realized the improvement of the whole enterprise through the interaction between the development chain and brand culture.

After his resignation, Zhou Jun and Fang Zhong did not hurry to pick up the case, but built their own team in a solid way.

In this new smart team, Italy's partners will provide first-class fashion and creativity in product development, and the capital operation masters who are familiar with the local environment will provide "financial intelligence" for those listed on the planned financing.