Like Nike, Metersbonwe has adopted the virtual operation mode called dumbbell structure, which gives the products to the foreign countries with lower labor costs, lower cost, and more conducive to transportation and sales. enterprise Manufacture, sell products to all distributors who join Nike, and put all their energy into designing products and developing the market.

When industry experts and enterprise The bosses are still arguing about OEM's Chinese costume. enterprise When it comes to advantages and disadvantages, Zhou Chengjian, founder of Metersbonwe, has long been racing on the road of "virtual operation".
In 1995, Zhou Chengjian, a businessman in Zhejiang who earned the first barrel of gold from a garment factory, was beset by such a problem: the market was similar to his own product. After the famous trademark was put on, the price doubled. The dream of owning an independent clothing brand is rooted in his mind. Metersbonwe started the "virtual operation" road for 12 years.

Garment industry "Nike"

Zhou Chengjian is very happy to tell the story of Metersbonwe's "OEM" and "net fishing." "Metersbonwe is a brand developed gradually by virtual operation." Zhou Chengjian told the China Times: "choose manufacturers to outsource production, use franchise to build sales network, and focus on superior resources to create the core link of design and brand value chain."

"Virtual" enterprise In the context of limited resources, in order to achieve the greatest advantage in competition, enterprise To break through tangible boundaries in organization, only to retain enterprise The most critical functions, such as knowledge and technology, are to virtualization other functions to maximize efficiency. enterprise Limited resource advantages, and then create. enterprise Advantage. " Wu Changlun, Professor of management engineering, Northeastern University, pointed out.

Like Nike, Metersbonwe has adopted the virtual operation mode called dumbbell structure, which gives the products to the foreign countries with lower labor costs, lower cost, and more conducive to transportation and sales. enterprise Manufacture, sell products to all distributors who join Nike, and put all their energy into designing products and developing the market.

Today, there are more than 300 manufacturers working with Metersbonwe. enterprise With annual production capacity of nearly 50 million (sets), there are more than 1800 stores in the country, with a few exclusive outlets, and the rest are franchised chain stores. "These investments cost at least 1 billion 500 million yuan for themselves." Zhou Chengjian estimates.

Technology as core

Wu Changlun thinks that virtual enterprise The key to operation is mastery. enterprise The core function of enterprise Limited resources are concentrated in sectors with high added value.

"The company relies on virtual operation. enterprise The capital saved by expansion has been invested in core businesses such as management, clothing design, brand promotion and so on. enterprise Further development has laid the foundation. This has also become the core competitiveness of Metersbonwe. Zhou Chengjian said.

Give products to relevant enterprise After manufacturing, Zhou Chengjian was in product design and enterprise There is not much time in management. "In product design and development, the company has developed an international team of young dynamic designers. Through continuous understanding of target consumers, market competition and fashion trends, combined with long-term cooperation with design companies in France, Italy and other places, the design team launches more than 3000 new costumes annually to the market.

" enterprise In the choice of OEM manufacturers, we must be careful. If we choose the OEM manufacturers with low price and inferior quality, the quality of the products will be difficult to guarantee. There will be many problems of return or after-sales service. enterprise Creating too much profit has also seriously affected. enterprise The brand image is not worth the candle. In fact, the problem is not only from producers, but also by the unified and standardized operation of franchisees. enterprise Brand image. Well known brand expert Gu Jun thinks.

Today, Metersbonwe has integrated the more than 300 manufacturers in the Yangtze River Delta and the Pearl River Delta for licensed production. Through strict inspection of the production process and strict inspection of the final products, the products are guaranteed to be of high quality.

Marketing first

Ai Feng, a famous brand expert, refutes that virtual operation is "selling short." Ai Feng believes that virtual management is not as simple as ordinary people think. enterprise To bear the risk of huge investment in R & D and circulation, most OEM-->