Jiangsu's high-end women's St. John's explosive transformation road

Jiangsu high-end women's clothing brand St. Connaught Clothing Industry Co., Ltd. Chairman: Tan Zhenguo

Guest Profile: Tan Zhenguo, Chairman of Nanjing Shengkuni Garment Industry Co., Ltd., Chief Physician of Cardiothoracic Surgery at the Second Affiliated Hospital of Nanjing Medical University, and President of the Nanjing Department Store Association Clothing Branch.

Explosive development process

Reporter: First of all, please tell us about this brand of Jiangsu Women's St. Johnny, and what is the current operating situation?

Tan Zhenguo: Saint-Junie is a mid-to-high-end women's wear brand. First of all, it must be certain that its origin is Nanjing's real estate. It has been operating for nearly 15 years since its operation in 1997. From beginning to end, we have followed the most. The basic thing is the brand strategy. It pays great attention to the image, focuses on design, and also pays great attention to marketing. It has its own marketing network and service features rather than follow suit. The core age that we are positioning around the age of 30 has not changed, although the positioning has not changed, but people's mentality is changing, so we must comply with the development of society to follow the change. March 2009 was a qualitative change for the company. Because of the painful accumulation of the previous period, from the basement to the small area, the investment in 2009 was nearly one billion, and the entire plant area was expanded.

Reporter: Why did the company have developed its brand for 12 years and did it expand until 2009?

Tan Zhenguo: This is also an opportunity. Buying land, building houses, designing, and decorating will take a long time, and investing so much money is precisely because there is such an explosive development that the company has a lot of talents. In the past three years, our total output value has been growing at an annual rate of doubling. Of course, what I am more concerned about is not the growth of the total amount. It is not simply the increase in the number of stores. Our single store growth has reached more than 50%, and annual sales have exceeded 200 million. This growth is of very high quality.

Jiangsu's transformation of high-end women's St.

From the low-end transition in the high-end brand

Reporter: In other words, compared with the rapid growth in the past two years, the growth in the first ten years is very slow. What problems encountered at that time required a transition?

Tan Zhenguo: In the past period of time, the accumulation process of enterprises has changed from quantitative to qualitative. This is of course also related to our positioning change. In March 2010, we called all customers to a meeting and the topic was changed. We must tell everyone that St. Nepal has gone from the middle to the low-end to the mid-to-high-end brand. The unit price has risen and demand has increased. The factory has recognized the changes and the workers also need to improve. Some companies will die inadvertently in the midst of a change. We also know that if we do not change, we will definitely not work if we keep the middle and low ends. If we change, we may still not die. This also depends on the country’s policy orientation, stimulating domestic demand, and improving the people’s Quality of life, on this premise we decided to go to the high end.

Reporter: How should these workers in the production of low-end products rise?

Tan Zhenuo: To believe that the people have such ability, they can't do it. First of all, let him be assured that 30 yuan a piece of clothing would be able to do three pieces a day and get 2,700 yuan a month. This time you Tell him to do it slowly. Even if he does one thing a day, I'll give you 70 yuan. But it must be done according to my requirements. Don't be quick. Be good. Second, we invite some Japanese and South Korean technologists to give them training. In addition, we will also buy some good brands of clothing to learn what people have available. We will bring workers to Japanese-funded companies in Shanghai to study and see others. How to do it, through the impact of this kind of thinking, they will change, and at the same time, there is also protection in life. I am very satisfied with our work.

Reporter: What about channels? How to reopen brand channels?

Tan Zhenguo: First of all, it is still an internal upgrade. The cabinet has been expanded to enhance the image. Stores with less than 1.5 million sales have been switched off and concentrated on opening some high-end stores. This is a long process. We are now very cautious about opening stores. It takes a long time to demonstrate. The first-tier cities took the direct route, and other cities mainly to join.