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"Brand" and "innovation", in the end how to do? In Shishi City recently held a "size, market, innovation," the General Assembly, Enterprise Representative Eden (China) Co., Ltd. "steering" Tian Qiming made a wonderful speech with the development of their own enterprises, talking about their " Size, listing, innovation "understanding and some specific practices. There is a saying that "Rome was not built in one day." According to Tian Qiming, it is impossible for the brand to make a success in a single day. In the thirty years since China's reform and opening up, many cases in the private-owned business circles are telling the truth: Brand, to be done slowly. From 1991 to today, Edenberg has been through the storm for 20 years. Like many representative enterprises of Minpai Garments, Aden Fort has gone through several stages, about four stages: the first stage is when the company just created, what to do, sell a single product, make an OEM Processing and wholesale market; the second stage is around 2000, the company began to ask the spokesman for advertising at CCTV, began franchising; the third stage is around 2003, the company began a strategic innovation, production and marketing to achieve the separation of construction, set design Research and development, planning in a commodity center; the fourth phase is 2009, to achieve refined management, development of new brands, the implementation of "franchise system" and "direct marketing system." In these years, Tian Qiming has always had a habit of writing or summarizing as far as possible shortcomings or shortcomings. The advantages are less mentioned. Only by constantly looking for shortcomings can enterprises develop soundly and the brand can maintain and sublimate. The four phases of the development of Edoubor mentioned above are in fact the process of finding gaps and constantly filling the gaps. Tian Qiming summed it up, Aidenberg find the gap and make up the following main points: Performance indicators turned to business indicators. In the early era of extensive development, the measure of employee contributions by business owners was performance-based, "Heroes of Dosage," but later found to have drawbacks, which could disrupt the sales market to a large extent. Next, we adopt the business index assessment method. After rational analysis and scientific investigation, we achieve the performance index through the business index setting of several or more than ten individuals. There are three advantages to doing so. The first is to save manpower Resources, and second, performance can be maximized. Thirdly, talents have been cultivated and personal transformation from "solitary struggle" to "team combat" has been achieved. Import information management system to achieve "paperless" office. At the end of 2009, Aden Fort invested tens of millions of yuan to join hands in Runtech to build a standardized management system, create a rapid response supply chain, realize the combination of products and sales upstream and downstream, and which store sold which clothes at a glance. More importantly, the system combines all elements of finance, personnel management, OA, membership management, shop management, information dissemination and other elements, like the previous open a franchise, the company had to send people to go under the guidance of construction in accordance with the uniform requirements, After the completion of this system, franchisees only need to copy from the system and save a lot of manpower, financial resources and material resources, to a certain extent, inhibit the emergence of the problem of "labor shortage". To achieve "single brand more style". Now that we have entered the era of consumer segmentation, we have to diversify our products. In 2009, we launched two new brands, "New England Classic" and "Upstart in England," which are not the same as other apparel brands that have different names Is that we are still called Aden Fort, but the two brands of different positioning, together with Aden Fort, the three brands basically cover the entire male consumer base. Independent research and development turned "independent" + "buyer." We used to train designers, cultivate top ten designers and develop new products ourselves. Now we take the road of "independent research and development" and "buyer", introduce the top ten designers in China to preside over research and development projects, China Shanghai, Hong Kong, Fujian set up research and development design center, search the world's most popular and cutting-edge fashion styles, to ensure that non-stop listing of new products. Change agents for the "Direct" + "join." In the early days of the development of Aden Fort, the agent model contributed, but with the changes in the market, the agency model can no longer meet the requirements of the development of Aden Fort, there are still many drawbacks. To this end, we started in 2009 pushing the "Direct" + "joining" mechanism, and strive to achieve 1,500 outlets across the country to "a game of chess," rather than the pure agency period, the headquarters of marketing policy, the guidelines to the following on the fight A discount, resulting in damage to the brand Aden Fort. Over the past 20 years, Edenbao has been awarded the honorary title of "China Well-Known Trademark" and "Leisure Mens Color R & D Base", and the only representative casual menswear brand has released the international casual men's fashion trend on "China International Fashion Week" for 10 consecutive years. 500 Most Valuable Brand, "but this is past tense, followed by the" 12th Five-Year Plan ". Edenburger has already set itself the target of going public. As Tian Qiming put it," Listing is to make the brand better. "