World Clothing Shoes And Hats Net Interview With Ding Hui, Chairman Of Limited By Share Ltd In Fujian

Ding Hui

On the face of it, the characteristics of the odd are summed up in fashion and parity.

Deep analysis, it will be found that all this stems from the unique mode of operation. It represents a new fashion SPA brand operation mode (SPA is the abbreviation of Speciality Retailer of Private Label Apparel, literally plated as "private brand clothing professional retailers").

As for whether we can break through the restrictions of geographical, consumption habits and the difference of fashion vision, so far, the development of SPA has proved the essence of the essence of the model.

This is mainly attributed to "four rapid responses", which is widely used by the media.

The "four quick reactions" are: Design - hundreds of designers will launch thousands of new products in one year; production - from production to production for the shortest time in a week; logistics - delivery of goods within 3 days to any store in the country; goods: after being sold out, there is little replenishment, all goods within the shop within 3 weeks are all updated.

To put it another way, inventory problem is indeed one of the most troublesome problems in the clothing industry. Nor will it avoid this problem. The SPA mode of the North's first brand positioning is closely related to the trend of fashion, and then is the continuous production of "over many styles, small quantities and small quantities".

Using the nationwide procurement and pportation system, the whole process of the regional chain stores' goods shelves is the shortest in 10 days, and the new products of all chain stores in the country are almost synchronized with each other, and the maximum difference will not exceed 48 hours.

This enables him to sell the popular products in bulk in the first time, keeping pace with fashion.

Using small batch and multi batch supply mode, two new products will be distributed to local stores every week for a period of two weeks.

This way of operation will not only satisfy consumers' fashionable and personalized fashion consumption demand, but also greatly reduce the risk of capital investment and inventory. Moreover, chain stores do not need to set up special stores to reduce the cost of marketing.

Ding Hui

Many people have asked similar questions, and we have not conceal the market risk of the business model, but it does not mean that they bear the risk of garment production and bear the risk of marketing.

The essence of the SPA mode is "always hold the factory in one hand, support the customers in one hand, help each other as much as possible, and keep your eyes on your product until it is sold."

First of all, "holding factory", even if it is SPA brand, its supply chain can withstand the intensity of operation.

The supply chain of the company is strong enough.

One of the reasons is, of course, that he owns a large industrial park with a scale of over 100 thousand square meters in Lichuan, Jiangxi and other places. In the park, various suppliers are integrated, and the control of these suppliers by means of holding and shareholding is made by the park, so that the quality of the products can be fully grasped, which greatly reduces the risk of capital and product quality.

At the same time, as mentioned before, the continuous production mode of "odd multiple, small batch", plus fast logistics, greatly reduces the risk of capital turnover and inventory.

The second is "holding customers".

To put it simply, it is to meet the needs of customers, and then design the operation mode, create brand and so on.

Through the remit of the best selling single product of the season, the director of brand marketing, through the revision and the way of group payment, we have been able to provide high quality and low price fashion fashions to the 25-45 year old customers who are sensitive and consumptive.

"What do consumers want?"

Become the most important reference target for company operation.

In order to understand the reference value and understand the consumption demand of the market, a group named marketing monitoring department was set up by the Commodities Center.

Using the most advanced information technology, any POS of any store is connected to the computer center of the headquarters. The marketing monitoring department can view the sales situation of each store in real time, analyze the demand of consumers, and from color, style to price, summarize it to the design department everyday, and make improvement immediately.

After two weeks, new products produced according to customer needs can be found in the store.

Rapid market response and reasonable brand operation mode? Script src=>