What Has Made Him Today?

Nochi (N&Q), a fashion retailer brand that has gradually made China's clothing industry crazily, has its own unique speed supply chain management.

So what has made the day of the knot?

Four strategic achievements

After carefully studying the way of working, we can sum up four main experiences of John.

First, create the concept of PFM marketing.

Collectivize order production, information management, strong logistics distribution system and cost leadership strategy implementation, and without any intermediate links will guarantee the realization of the "parity" business strategy.

Years of rich experience in fashion industry, strong development and design center, and cooperation with top designers at home and abroad make it possible for Nash's clothing to keep pace with fashion trends and to promote "diversification and freshness".

The business philosophy of PFM is the core of management and commodities.

Second, differentiated market positioning strategy.

The key to the success of the regional brand lies in its close proximity to the needs of consumers and the integration of regional resources advantages.

The brand positioning is the low price fashion in the middle and low end, so that consumers can pursue fashion without spending a lot of money.

The retail price of the T-shirt is about 50 to 200 yuan, and the coat is 150 to 600 yuan, and the highest price is 650 to 900 yuan.

Such a fashion can certainly be recognized by advertisers.

The third is the high efficiency of supply chain management.

The SPA mode of the park is to keep the brand positioning firmly in line with the trend of popularity, and then is the continuous production of "over many styles, small quantities and small quantities".

Under this mode of production, each new product will be sold to one or twenty stores at most, until it is sold out and not replenished. Instead, new and better styles will be launched immediately.

This way of operation not only meets the needs of fashion and personalized fashion consumption of consumers, but also greatly reduces the risk of capital investment and inventory.

Fourth, innovative marketing strategy.

There are hundreds of stores in the country, and every one of them is called a small shopping mall, because it has thousands of different styles of clothing in the shops, creating a one-stop shopping environment for consumers.

A small number of marketing methods, so that the same style, different sizes of fashion more than ten pieces, sell well, then replenish two times at most, on the one hand, reduce the production of homogeneous products, to meet the needs of fashion and personalized market; on the other hand, it also encourages customers to produce instant consumption and avoid shopping regret.

IT is the core of the model.

Behind the key to the success of John north is that he first applied a strong supply chain management system.

Information technology has become the core of the business model.

It is in the field of information technology that outstanding performance has led to a surprising business reaction.

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.

The rapid market reaction and reasonable brand operation mode make the brand grow more than 100% per year.

Tracking popular trends with information base

In the large office area of the regional Commodities Center, 50 workers are sitting at the edge of the computer, using the convenient Internet to collect the latest fashion information from all over the world.

Through their work, fashion intelligence information flows continuously into the database of the data center of the Commodities Center.

The collection of these fashion intelligence information contains three clues.

The first clue comes from the fashion designer in the design team.

They often appear in various fashion conferences held by major fashion centers, or enter various fashion events to observe and summarize the latest design concepts and fashion trends.

The second clue comes from the odd buyer of fashion buyer and intelligence collector.

They rely on their keen sense of smell to report the clothing characteristics of the fashion leaders or the young leaders they have observed to the commodity research and development centers in Guangzhou.

The third clue comes from his own direct store.

The daily data reported by the staff at the headquarters are not only hard data such as orders and sales trends, but also soft data such as customer response and fashion trends.

Of course, these soft data should be refined to style, color, material and possible price.

In order to facilitate the direct report of the latest sales information and fashion information to the head office by each store manager, he installed computers and installed Office Systems for each store.

Designers can also hold telephone conferences with store managers in all parts of the country in real time to keep abreast of sales situation and customer response in various areas, so as to appropriately adjust the direction of product design.

Information standardization optimization design

All kinds of information about fashion trends? Script src=>