Buying a hand-made women's brand, the map is rapidly expanding and opening 20 stores in half a year.

In recent years, based on overcapacity in the apparel industry, the overall macroeconomic downturn and various cost increases, coupled with the strong impact of e-commerce on offline store sales, the apparel market is weak, and many big-name stores are constantly on the rise.

While many brands reduced their promotion budgets, restricted new stores, and slowed down the pace of expansion, in 2016, the brand-name clothing brand was officially established. The brand believes that the current major brands are not performing well, and the performance is declining. The brand side has not been keenly aware of changes in market trends, increased market competition, slower new product updates, and price increases.

The women's brand is convinced that the unique scene experience under the line makes the store an irreplaceable position. The "2016 China E-Commerce Consumer Behavior Report" shows that the e-commerce transaction volume exceeds 20 trillion yuan, accounting for about 10% of the total retail sales of consumer goods, which indicates that offline traffic and consumption still occupy the main body; now Jingdong United Yonghui, Ali shares Suning said that e-commerce began to empathize.

Opening a store is one of the important means to buy a hand-made brand to penetrate the market. After the establishment of the brand, the company first locked in the second and third-tier markets in China, starting from Shaanxi and Hubei, and then starting the siege in Greater China. With its precise positioning of the clothing consumer market, in just half a year, it has quietly opened more than 20 stores in the Shaanxi and Hubei markets, and the upward trend is fierce. In this low-lying market scene, a new brand with less well-known reputation can quickly capture the Chinese offline clothing market, and the reasons behind it are thought-provoking.

First, optimize supply chain management

In the traditional clothing supply chain, a piece of clothing from the needs of customization, design, processing, clothing, transportation, to counter sales is about 6 to 9 months, and the fashion trend is changing rapidly, consumer demand is not static. Originally it was a burst of money. After a few months, it has become a streetwear that can be seen everywhere. It has been abandoned by consumers, resulting in a backlog of products and high inventory. It is no longer a strange thing.

The buyer model is mainly aimed at analyzing the living conditions and purchasing habits of the core consumer groups, and obtaining their commodity demand through the analysis of large-volume and concentrated purchasing data in the consumption area. In the information acquisition channel, not only from its own commercial sales terminal, but also the big data analysis of the overall commercial store and the purchase crowd, and then the prediction of regional demand characteristics. Therefore, we can see that many international fast-selling brands spend huge sums of money every year to purchase a large amount of customer consumption information and commodity consumption information from survey institutions and commercial organizations in the society.

In the product development stage, the buyer model is divided into a number of small buyers to develop products. Different product types teams divide consumption for different customer groups and even the consumption season. Targeted development by different design teams makes the team more focused and professional in the category of goods and products. By configuring marketing, planning and sales personnel, the buyer team can form a full-process product sales cycle from the initial development of the product, which can not only make up for the multi-batch, small-lot style core sales strategy. Insufficient market forecasting, and better access to new commodity demand information.

The essence of the women's brand is to eat fast and fashion: the purchase of the system, the new speed, parity, keep up with the fashion trend.咔咔 Picture brand optimization supply chain management, the product shelf time is compressed to 7-15 days, the price is less than 10% of the first-line big-name similar style. When the competition is extremely fierce, the efficiency is the best in the world. The result of optimizing supply chain management is that the efficiency is greatly improved.

Second, keep up with international fashion trends

In addition to following the high-speed new principles, the franchise chain franchise chain is unique in keeping up with the fashion trend. On the one hand, there are professional fashion buyers to capture the latest market trends; on the other hand, real-time feedback from stores can provide a reference for the company to provide timely adjustment of market strategies, so that design can walk in fashion. The frontier is extremely grounded, so that the hipsters and ordinary customers are willing to pay for it.

Third, adhere to the mass consumption strategy

In addition, the brand has insisted on taking the mass consumption strategy. We strictly control the procurement of raw materials, design and production, and carry out the most optimized resource integration, thus giving the price that allows our customers to act. Similarly, the quality of the brand can also stand the test of customers. The fabrics are of high quality, fine craftsmanship and superior texture, so that customers can enjoy a simple and comfortable wearing experience, and can show different elegance and "high on the" to achieve true low prices.

Fourth, the first to introduce a fully managed franchise model

In order to cope with the current situation of large inventory of traditional brand franchisees, to solve the concerns of franchisees on inventory under the current situation, the brand has pioneered the introduction of a fully managed franchise model and proposed a zero inventory concept. In the "full-hosted" franchise model, franchisees do not need to invest time and effort in the daily operation management of the franchise stores. The brand will carry out the whole process of tracking and managing the goods, and at the same time, it is responsible for the site selection, image design, employee training, and the management of the invoicing of the goods of the store, so as to avoid the closure of the store caused by the uneven operating capacity of the franchisees. Can effectively control the turnover of goods and increase the success rate of sales.

In this mode, franchisees do not have to be self-financing like the traditional model, digesting the goods that cannot be sold. This is undoubtedly the most favorable decision made for the current market situation.

Another year, autumn and winter clothing is forgotten, and the headquarters will further strengthen the layout of the brand in the second and third tier cities, carry out intensive layout, and enhance the brand's competitiveness in the market. In the future, the brand will promote the “big store model” based on factors such as the future development trend of commercial real estate and its own management and management capabilities, and rapidly enhance the brand image, enrich the shopping experience and optimize the shopping environment through a large-scale experience store, and enhance the brand. Core competitiveness.

In the future, it is worth looking forward to the development trend of the brand.

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