Guge home service: unique "warm" and "rhyme" - Interview with Miss Huang, general manager of Shenzhen Yi Juhui Garment Co., Ltd
UW underwear as the top brands at home and abroad, the authority of the trend agencies, curatorial agencies access to unanimously approved China's underwear industry's top professional journals. Is China's most influential Chinese professional underwear magazine, adhering to the "concern the trend of the global underwear, underwear brand serving the world," the magazine aims to high-end resources to serve the high-end brand of service concept for the brand to create a full enough to swirling literary charm and high-end Image display platform. Her content through the field of first-line operation of the industry practice, mining professionals in the industry marketing, management, display, shopping guide, promotion, etc. the best practical experience, at the same time collecting the latest market information, brand intelligence and international lingerie network platform essence business information , To help dealers seize the industry hot spots, enhance operational capabilities, to promote the show, to achieve wealth dreams. By then, UW underwear clothing magazine, into the unique original design brand in Shenzhen - Gu Ge , visited Gu Ge underwear, more professional and systematic, comprehensive display to readers the unique, stylish warm rhyme life style.
Old grid: unique "warm" and "rhyme"
Flat and supple as a "warm", elegant chic is another round of "rhyme." In the bustle of the city, many memorable memories are just a glimpse of the skies. In the chaotic society, we are struggling to find another way of living that is tranquil and distant. Perhaps on the road, perhaps in books, perhaps in a fresh, stylish, romantic home service. We among them, but also to find traces of warm and rhyme.
Gu Ge, a brand specializing in home wear underwear products, interprets the beauty of "Wen Yun Life" with "unique style" design. Under the circumstance of anti-circumstance, it is unscrupulous but overwhelming and has repeatedly set a brilliant performance.
For the past 13 years, Gu Ge's performance has maintained steady growth. Counter sales in the forefront of the major shopping malls, direct sales outlets annual sales more easily break 5000000 yuan, some shops and even more than 5000000 yuan. Due to outstanding performance, many provinces of the mall have to Protagonist out of the "olive branch", inviting Gu Ge stationed. The future Ge Guge will also speed up in Shenzhen and even the national "Happy Valley" plan, steadily increase the direct sales stores. In the first half of this year, Gu Ge has added 4 outlets in Shenzhen City with satisfactory results.
The success of a brand is always inseparable from its leader, Gu Ge envy of the same performance with its helm, Huang Yi, general manager of Shenzhen Yi Ju Hui Clothing Co., Ltd. are closely related. Whether acting for people or managing internal and external affairs, the young helm has always carried "warmth" and "rhyme" throughout every step of the way.
"As a boss, I can do so little."
In the eyes of others, Miss Wong is a generous boss, and Gu Ge to the staff treatment enough to use "generous" to describe. All clerks above the basic salary, in addition to a commission, there are all kinds of bonuses, and a monthly bonus of not less than 400 yuan. For example, the clerk each sold a product, in addition to a commission, there will be a 5 dollar bonus. In addition, an average monthly shop selling 6 pajamas, shopkeepers have a basic salary of 3,000 yuan per 10 pajamas sold, the basic salary will be able to reach 5,000 yuan. If the monthly sales of 60,000 yuan, the clerk will also receive additional bonuses. Through layers of bonus incentives, staff enthusiasm for the work keeps rising, performance is also rising. Miss Huang said that the formulation of "multi-level incentive" is very simple and very simple. In her eyes, as long as others paid work, they should be rewarded and affirmed.
For pregnant employees, Gu Ge will have additional care. In addition to enjoy the state-owned enterprises to give employees the relevant benefits, pregnant women can still enjoy 1,000 yuan per month of nutritional subsidies. The subsidy starts three months after the employee is pregnant and ends on maternity leave of three months after the employee has finished his work and returns to work normally.
And Miss Wong's generous and more intuitively reflected in the office decoration, she never stingy flowers weekly budget, flowers and plant pots everywhere in the office. Every Monday flower shop to the budding flowers sent to the ancient grid, as long as Miss Huang free time, she and the staff will be floral arrangement, cordial like the big sister next door. Full of flowers filled with a thick sense of human touch, not only reflects the unique taste of Miss Huang, but also to express her for the staff to create a comfortable office environment of good intentions.
"If you do good deeds, I will choose to start from my side. If your colleagues are not good, I think it is pale to say that more good things are for human beings." This is Miss Huang's heartfelt words, with real and sincere. It is precisely because Miss Huang has such a feeling, so she often have to buy fruits for employees, buy drinks, give employees a small move such as the cost of herbal tea. "I often joke with them, if you are not satisfied with the boss like me, then you can not find a better boss than me." Here, Miss Huang laughed heartily.
For these, Miss Huang did not feel how good he was doing, "I can do so only so little." Her words because she failed to do more to reveal a trace of regret. But it is Miss Huang's mouth "insignificant" trifles, so that Gu Ge's team has always been loyal to unity, high morale, hehehe.
"For me, the designers have the final say."
Guge products fresh and elegant, with pink blue, pink, pink, purple and other pink-based colors, from the characteristics of the home service, pajamas, swimwear, underwear to towels, chopsticks sets, umbrella sets, and everything, everything . In addition, as Guogu practice "quick and fast fashion model, the shop will be added every week, new products to ensure that customers and even the freshness of the products and shops. Guge products rich beyond unimaginable, but the product is rich and difficult Avoid suffering from "plagiarism" the possibility of harm, not to mention homogenization of the underwear industry has long been an indisputable fact.
How to avoid homogenization, Miss Huang think from the beginning, to the designer more space. To fabric, for example, many companies because of cost control and other factors, the designer just put forward their own ideas and opinions, the final use of what fabric is not the designer's decision. In Gu Ge, the designer has the final decision. If the designer needs purple cotton fabrics, the procurement will provide at least 20 kinds of fabrics from seven or eight factories to the designer, the designer selected the purity, color, touch and so on the most suitable for the design of a product. In the process, there may be opposition from different departments such as top management, purchasing department and marketing department, but Guge's designers are still the highest speakers.
"We do not over-interfere with the designer, but give them enough space, and for me, the designer has the final say." Huang believes that only the designer has the full right to speak and decide to ensure Product design sense. In the design sense, Miss Huang also pay attention to the practicality of the product. To this end, she arranged for all designers and technicians to work in the factory, face-to-face with factory workers to communicate zero distance, so that the design and operation of a balanced, to prevent the designer's product design is beautiful but not practical situation.
"In fact, many Chinese designers are very capable, but was buried in the brand too much intervention and control, according to the brand's thinking go, eventually curbed their own thoughts, become numb and follow the trend, which deepen the market Homogeneity. "Miss Huang sharply discourse, but also includes the status quo on the Chinese local designers worry and helplessness.
"Success is not how many franchise stores you have, but your franchise stores do not collapse, or no loss."
From choosing a franchisee to cooperation and franchisee exchanges, just as Gu Ge's product design - unique. And do not look Guge select franchisee standards, from the ordering and franchisee management and follow-up situation, we can see.
In general, the brand will be half an year ahead of the opening of the fair, and asked the franchisee at the time of order will pay the next quarter, the new order amount. The implementation of Gu Ge is a one-hand delivery of the first hand delivery. "Let franchisee pay half a year in advance is very unrealistic, but also very unreasonable." Miss Huang believes that the risk should not be imposed on the franchisee body, so Guge has always advocated joining the site to get goods, pay the scene, To reduce the franchisee risk.
In the follow-up to the franchisee management, Gu Ge also has its own set of ways. In addition to dispatching site surveys like other brands, Gu Ge will require franchisees to upload photos of franchise stores back to WeChat Group headquarters every fortnight. From designers, display division, the manager to the company executives, we can see in the WeChat group, and make their own comments in a timely manner, put forward relevant opinions. Guge this through modern social tools and convenient and efficient management channels to facilitate the exchange of views in the form of easy chat modern management methods to follow up and help franchisees to adjust and improve the store's display and other details to reduce the customer to the store As well as the product's aesthetic fatigue, and promote the performance of franchise stores play a significant role in promoting. "Text, mail and other follow-up approach is too dull and lagging behind, far less than the follow-up pictures come more intuitive and more effective." Miss Huang said.
In the process of joining the investment, many brands have introduced a wide range of preferential policies, Miss Huang admits: "We do not have any preferential policies, but a lot of requests, not every customer I will agree to join him." Despite this, the ancient Georgia's franchise stores are still everywhere in the Grand River flowering, and she is different from ordinary people's behavior also guarantees the quality of Gu Ge franchisee.
During the interview, Miss Huang also talked about such a thing - two weeks ago, a customer came to talk about joining, was rejected by her. "I rejected her for two reasons: first, she chose the store site is difficult to ensure good performance; second, she does not seem to be suitable for business people." Other brands have stressed the opening of several joined Shop, Miss Huang but customers shut out, this move people puzzled. Miss Huang explained: "I do not want to cast all over the net to recapture the franchise fee to say, but to consider whether the customer has enough strength to open the franchise, and not losing money. If customers choose to join us, the last loss, which is responsible for my Can not afford, my conscience is also sorry. "
"Success is not how many franchise stores you have, but your franchise does not fail and earn money along with you." This is Miss Wong's business credo, and she not only hopes Guggenheim operates in a healthy mode, but also more Hope to fight side by side with Gu Ge franchisee, together with the ancient grid to be recognized and harvest. This is her ideal "warm rhyme" way of life.
Reporter's notes:
In her eyes, "Wen Yun life"
As a boss, Miss Huang affectionately calls her staff colleagues for partners; as a helm, she respects the achievements of every designer; as a member of the company, she focuses on the "home" culture of the office, A; as a brand, she empathy, taking into account the interests of franchisees. In her eyes, there are different "warm rhyme life" - "a family of 'rhyme' has the good manners of the good temper, but also the hostess's considerate family there is not much fierce quarrel, no matter how long after, You look back, or is that sweet and lovely, or when I first met each other, or the initial state of love, I want to convey is such a family atmosphere.
Born in a scholar's hometown, Ms. Huang has both the intellectual and intellectual wisdom of the cultural person, as well as the designer's sensitive touch of design and color, both the woman's unique romance and the leader's straightforwardness and perseverance. She is not in a hurry to make Guge bigger and stronger, but insisted on a steady pace of progress, focusing on product quality and research and development, to do fine again bigger. "I'm not doing products, but doing what I like." Calm calm state of mind, just like Gu Ge's products, as her eyes, "Wen Yun life."
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