Shanghai Xugao Fashion Co., Ltd

Since its inception, Mogao has always been pursuing "to create a fashion clothing brand that everyone can afford" and has a sincere insight into the spiritual rhythm of youth to create a happy, natural, healthy and frank image for the young people.            In the next five years, Mogao people will firmly grasp the opportunity of rapid development, adhere to the spirit of "go all out, unite and struggle", consolidate the foundation, accelerate development, complete the strategic goal of "becoming a leading leisure clothing brand operation group in China", and stride forward to the famous brands in the world clothing industry. To "provide fashion products, spread happy culture" as the task, in order to become the "leader of China's clothing industry.".            When the economy fell into the mire of the financial crisis, some "Light Companies" in the clothing industry made use of the convenience of the mode, shortened the production cycle, increased the styles by a large margin, and made significant growth against the market, which also made the new production mode of "small batch, multi style" withstand the test of the market.            1500 new styles a year            Inspired by the international brands Zara and H & M, Mogao Clothing Co., Ltd. can survive the crisis and grow against the market. In addition to the major adjustment of the management system, its "three-level selection board" system has contributed a lot.            In 2007, China did not realize the outbreak of the world financial crisis, but the sales of Mogao showed a dilemma. The dilemma is that the "leisure entertainment" chosen by Mogao, the traditional clothing industry, has come to an end.            According to the traditional business model of the clothing industry, the period for enterprises to launch new clothing is very long, even six to eight months. In this mode, an enterprise can only design a few styles a year, but it can make money by mass production and reducing production costs. In the whole country, a style may produce hundreds of thousands or even millions of pieces.            In the face of fierce competition, this mode has fallen behind, resulting in a large backlog of products and a large amount of funds. On the other hand, foreign successful models are on the contrary. Zara from Spain, for example, has achieved great success through rapid response and rapid launch of small batch and multi style clothing.            "So we decided at that time to transform into" leisure fashion "clothing. The number of styles increased from several hundred a year to more than 1500, and the production cycle shortened accordingly. If necessary, the shortest production cycle shortened to 35 days." Dai Xiaodong, executive deputy general manager of Mogao, recalled the painful reform.            Since the end of 2008, Mogao has seen hope. Although the overall settlement of the enterprise still lost more than 30 million yuan in that year, the sales have increased significantly, and the performance growth in 2009 was more than 20%, and the profit also climbed from loss to profit of nearly 20 million yuan. As an enterprise with the earliest transformation in the industry, Mogao has tasted the benefits of "small batch, multi style" production.            "Three level selection" brings market            Generally speaking, clothing enterprises mainly rely on designers to choose the board type, and excellent designers naturally become the elites of the industry. Although designers are good at capturing fashion elements, they are not as good at grasping the market as the store manager who is in charge of the store. They may not be able to cater to the market.            The selection mode of Mogao is quite different from this, which is divided into three levels. The first is the R & D board selection. There are 60 designers in the R & D department, and the styles of each board selection range from 200 to 300. Secondly, the three departments of the company participate in the board selection, which is called "Trinity" board selection in Mogao. The production department, marketing department and brand communication department of the company participate in the review together with the chief designer, chief engineer and brand management director.            The last pass is the "market experts" selection board, that is, the selection board of agent representatives, in order to ensure the objectivity of the evaluation. Generally speaking, Mogao produces six batches of clothes a year. Therefore, large-scale selection meetings need to be held four to six times a year. Each time, 30 "market experts" should be selected from the local agents.            At the "market experts" board selection meeting, models should be asked to walk on the stage wearing real clothes, and then vote on whether each type is worth producing. If a model can get more than 30% approval, it can enter the order meeting. After this close, another 30% of the plate types will be eliminated, and finally about 50% of the plate types will enter the order meeting.