摩高男装品牌怎么样 申请店铺

摩高公司自创办以来，始终以“打造人人买得起的时尚服装品牌”为追求，以真诚之心洞察青春的心灵律动，为青年一族塑造快乐、自然、健康、率真的形象。

未来5年，摩高人将紧紧抓快速发展的机遇，秉承“全力以赴，团结奋斗”的精神，稳固基础，加速发展，完成“成为中国领先的休闲服饰品牌运营集团”的战略目标，向世界服装行业的知名品牌大踏步迈进。以“提供时尚产品，传播快乐文化”为已任，以成为“中国服装行业的领。

在经济陷入金融危机泥沼的时候，服装行业中的一些“轻公司”，却借助模式的便利，依靠缩短生产周期，大幅增加款式，逆市取得了显著增长，也使“小批量、多款式”的新生产模式经受住了市场的检验。

一年新增1500个款式

在国际大品牌ZARA、H&M等的启发下，摩高服饰有限公司(简称摩高)能在危机中生存下来并逆市增长，除了管理体制大调整以外，其“三级选板”制度功不可没。

2007年，国内还体会不到世界金融危机的爆发，但是摩高的销售却显现出一片窘境。困境在于，摩高所选择的“休闲娱乐”——这条传统服装行业一直在走的道路已经走到了尽头。

按照传统服装行业经营的模式，企业推出新款服装的周期非常长，甚至是6到8个月。在这种模式下，一家企业一年只能设计很少的几种款式，但能通过大批量生产，压低生产成本来赚钱。在全国范围内，一个款式可能会生产几十万件甚至几百万件。

在激烈的竞争面前，这种模式已经大大落后，结果是产品大量积压，资金被大量占用。反观国外的成功模式则正相反，比如来自西班牙的ZARA则是通过快速反应，迅速推出小批量、多款式的服装而取得巨大成功。

“于是，我们当时决定，转型做‘休闲时尚’类的服装，款式从每年几百个大幅增加到1500个以上，生产周期也相应缩短，必要时最短的生产周期缩短到35天。”摩高常务副总经理戴晓东回忆起这场痛苦的改革时说。

从2008年年底开始，摩高算是看到了希望。虽然当年企业整体结算仍然亏损3000多万元，但是销售已经出现大幅增长，而2009年业绩增长更是超过20%，利润也从亏损攀升到盈利近2000万元。作为行业中转型最早的企业，摩高尝到了“小批量、多款式”生产带来的甜头。

“三级选板”带来市场

一般来说，服装企业选择板型主要靠设计师来进行，优秀的设计师自然就成了这个行业的精英分子。虽然设计师精于捕捉时尚元素，但是对于市场的把握到底不如负责门店的店长，不一定能迎合市场。

摩高的选板模式则与此迥异，共分为三级。首先是研发部选板。研发部有60名设计师，每次选板的款式从200款到300款不等。其次是公司三个部门一起参与选板，这在摩高被称作“三位一体”选板。由公司生产部门、营销部门和品牌传播部共同参与，总设计师、总工程师、品牌管理总监等一起审板。

最后一关是“市场专家”选板，也就是代理商代表选板，目的是为了保证评价的客观性。常规来说，摩高一年出6个批次的衣服，因此大型的选板会一年要开4到6次，每次要从各地的代理商中，选出30名“市场专家”。

在“市场专家”选板会上，要请模特穿着真实的服装板型走台，然后就每种款型是否值得生产投票。如果一种款型能获得30%以上的投赞同票，就可以进入订货会了。这一关下来，又有30%的板型会被淘汰，最终剩下约50%的板型进入订货会。

Since its establishment, the company has always been pursuing "to build a fashion clothing brand that everyone can afford", with a sincere heart and insight into the spiritual rhythm of youth, to create a happy, natural, healthy and frank image for the young people. In the next five years, Mogao people will seize the opportunity of rapid development, adhere to the spirit of "all out, unity and struggle", consolidate the foundation, accelerate the development, complete the strategic goal of "becoming China's leading leisure clothing brand operation group", and stride forward to the world's famous brand in the clothing industry. Take "providing fashion products and spreading happy culture" as our responsibility to become "the leader of China's clothing industry". When the economy fell into the mire of financial crisis, some "Light Companies" in the clothing industry relied on the convenience of the mode to shorten the production cycle, greatly increase the styles, and made remarkable growth against the market, which also made the new production mode of "small batch and multiple styles" stand the test of the market. Inspired by Zara, H & M and other international brands, Mogao Clothing Co., Ltd. (hereinafter referred to as Mogao) can survive the crisis and grow against the market. Apart from the major adjustment of the management system, its "three-level selection board" system plays an important role. In 2007, China did not realize the outbreak of the world financial crisis, but the sales of Mogao showed a dilemma. The dilemma is that the "leisure and entertainment" chosen by Mogao, a traditional clothing industry, has come to an end. According to the operation mode of traditional clothing industry, the period of launching new clothing is very long, even 6 to 8 months. In this mode, an enterprise can only design a few styles a year, but can make money by mass production and reducing production costs. In the whole country, a style may produce hundreds of thousands or even millions of pieces. In the face of fierce competition, this mode has been greatly backward, resulting in a large backlog of products and a large number of funds. On the contrary, Zara from Spain, for example, has achieved great success through rapid response and rapid launch of small batch and multi style clothing. "At that time, we decided to transform into" leisure fashion "clothing, with styles increasing from hundreds to more than 1500 per year, and the production cycle shortened accordingly, and the shortest production cycle reduced to 35 days when necessary." Dai Xiaodong, deputy general manager of Mogao, recalled the painful reform. From the end of 2008, Mogao saw hope. Although the overall settlement of the enterprise still lost more than 30 million yuan in that year, the sales have increased significantly, and the performance growth in 2009 is more than 20%, and the profit has also climbed from the loss to nearly 20 million yuan. As the earliest enterprise in the industry transformation, Mogao has tasted the sweetness of "small batch, multi style" production. "Three-level board selection" brings the market. Generally speaking, the choice of board type of clothing enterprises mainly depends on designers. Excellent designers naturally become the elites of this industry. Although designers are good at catching fashion elements, they are not necessarily able to cater to the market if they are not as good at grasping the market as the store manager in charge of the store. Mogao's board selection mode is quite different from this, which is divided into three levels. The first is the R & D board selection. There are 60 designers in the R & D department, and the styles of each board selection range from 200 to 300. Secondly, three departments of the company participate in the selection of boards, which is called "Trinity" selection of boards in Mogao. The production department, marketing department and brand communication department of the company participate in the review together with the chief designer, chief engineer and brand management director. The last stage is the selection of "market experts", that is, the selection of agents' representatives, in order to ensure the objectivity of the evaluation. Generally speaking, Mogao produces 6 batches of clothes a year, so large-scale selection boards will be held 4 to 6 times a year, and each time, 30 "marketing experts" will be selected from agents around the country. At the "marketing experts" board selection meeting, models should be invited to walk on the stage wearing real clothing boards, and then vote on whether each model is worthy of production. If a model can get more than 30% of the votes, it can enter the order meeting. At this stage, another 30% of the boards will be eliminated, and finally about 50% of the boards will enter the order meeting.

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