"Virtual Management" dissimilarities in the apparel industry MTS Bonwe

MTS Bonwe Group Co., Ltd. was founded in 1995 and currently has more than 1,500 stores in 535 cities nationwide. It has taken the lead in the “fake business” model in the domestic apparel industry, with sales at an average annual rate of over 80%. increase.

Virtual economy is a term that has arisen in the Internet era. Meters Bonwe began to explore the path of virtual economy in China early on.

In 1995, the Chinese casual wear market began to “explode” and expand. At that time, Meters Bonwe was at best a small Wenzhou brand. Limited capital became the biggest obstacle to the company's development. Meters Bonwe decided to desperately give up the traditional front-to-back factory model, outsource the most expensive production and sales links, and focus on higher value-added branding and product design. In the Chinese clothing industry at that time, the vast majority of people were still unheard of. Some people say that it is a leather bag company, some people say it is an innovation, controversial word of mouth to help MTS Bonville expand its popularity.

In 1995, MTS Bonwe had sales of more than 5 million yuan. In 1996, it increased tenfold. In 1997, it exceeded 100 million yuan. Eight years later, MTS Bonwe integrated more than 200 upstream OEMs. More than 1,000 agents and specialty stores.

MTS Bonwe successfully made many companies become part of his virtual chain, relying on maximizing the benefits of franchisees. On the one hand, profit is 40% for manufacturers and sellers, and they only take 20%. On the other hand, in the 1990s, when the integrity system in the domestic market was very incomplete, they took orders and paid 30% deposits and cash withdrawals. The way to get the best quality, quantity and price of goods.

According to Meters Bonwe, there is hardly any core technology in clothing. Its greatest added value is the brand. Brand management and costume design are all factors that make Meters Bonwe become a core part of the virtual chain. Management company. However, such companies need to walk on two legs. One of the most important is to maintain a strong control over the upstream and downstream collaborative groups.

In terms of sales channels, the unified national image and uniform service standards are the goals that the company’s chairman, Zhou Chengjian, has been striving to achieve. Zhou Chengjian did not hide his dependence on the computer ERP system. The owner of each store can use the Internet to understand the new apparel launched by MTS Bonville, place orders in time, and pay for the goods online. This information will be immediately transmitted to the headquarters and OEM manufacturers nationwide. With an average of 4 days, new products can be put on the shelves.

Outsourcing-based MTS Bonwe is a dissimilarity in the apparel industry. Doing business in China today is indeed full of possibilities for success. With outsourcing as the only business model and brand, you can sell your goods to more than 2 billion yuan. You only do what you are best at and think that you have the highest value added. Others outsource to others. The bosses of Meters Bonwe who have been gradually fighting out from the front line seem to be closer to the cutting-edge management of internationally renowned fashion brands.