N & G Fashion Takes Advantage Of SPA To Speed Up Development Of Outlets

In three years, 100 direct chain stores were opened, and a single store set a record of the highest daily sales volume of 160 thousand yuan. In March 28th, the 2010 China International Clothing and accessories fair, which was opened in March 28th, pushed the amazing growth of Fujian's Nash Limited by Share Ltd to the top of the business elite.

In 2010, China's clothing business ushered in the two major development opportunities of the global economic recovery after the international financial crisis and the "global market to see China".

Under the new situation

Where will the clothing business go?

How can enterprises innovate to sustain rapid growth?

To this end, the China clothing trade forum, organized by China Fashion Association and CHIC2010, focuses on the theme of "the pformation of China's clothing business mode", and arranges "ten big retailers' case sharing of future Chinese clothing" and "the operation of retailers from the point of view of Nash". The purpose is to explore innovative ways of thinking and explore the source of vitality of China's commercial development by analyzing the growth of new business stars such as Nash.

After experiencing the wind and rain at the beginning of the business, the regional brand began to expand rapidly in 2004, and then entered the high growth stage.

Take terminal stores as an example, in 2005, there were more than 30 stores in the chain, with 50 in 2006, and more than 100 in 2009. The number of terminals increased by more than 50% per year.

In the 3 years from 2006 to 2009, there were nearly 100 new shops.

The chain stores that invest directly in management require considerable capital and human resources to invest, far from ordinary franchises.

It is reported that the more than 100 odd cities in Fujian, Guangdong, Shanghai, Hunan, Zhejiang, Jiangsu, Jiangxi, Anhui, Henan, Gansu and Gansu will strive to break through 2000 in 2016 and realize 4000 fashionable life centers by 2021.

"The beginning of this year, there will be a large store plan, especially for shops with an area of more than 1000 square meters, which will gradually cover the first tier cities in all provinces," said Yuan Qi, deputy chief Tang of the brand.

According to the introduction, the SPA model was first founded by the famous clothing retail giant GAP clothing company, and was introduced into Japan and Europe, and gradually evolved into a major format of western apparel retailing.

So how big is the market space of the plate? No one has done any statistics yet.

However, it can be seen from the sales of individual retail giants: in the 2009, which was obviously affected by the global financial crisis, UNIQLO published its sales account for unified final accounts from 2008 to November, compared with the previous 1 years, compared with the previous 1 years, it increased by 17.5%, reaching 188 billion 500 million yen, and net profit also increased by 43.6% to 22 billion 100 million yen. The sales volume of GAP in the United States is now declining, but it broke through 20 billion dollars in 2000.

In the Chinese market, the SPA clothing format has just grown up in recent years, compared with the western market, there is still considerable potential space.

Expert analysis, with the call of the central government to pform the mode of economic development, it has become inevitable for Garment Retailing industry to carry out the channel revolution and increase the added value.

As consumers increasingly pursue personalized fashion, SPA clothing format will be an important innovation force leading the trend.

As a leader in leading domestic brands against foreign SPA giants such as ZARA, H&M, UNIQLO and so on, in the past few years, North Korea has launched a unique way of SPA mode operation. Its innovative "digital marketing system of digital membership" has proved to be quite successful, and has attracted much attention from industry and media.

At present, there are nearly 500 thousand members of the group. From the analysis of the membership management system, more than 95% of the sales volume comes from membership consumption, and more than 80% of the members have two records of consumption in the store. The annual consumption of members is more than 3 times.

Using the "digital membership marketing" innovation mode to run the outstanding achievements of the SPA mode, the company has been promoted to the hall of China's commercial high growth brand, and has become a research case in the economic field.

Moreover, the NOGE model has also become a case of exporting abroad, and its reputation spreads far and wide across the Atlantic.

In December 7, 2009, Professor Clark KENWOOD, a professor at Northwestern University in the United States, came to the company. After visiting and visiting the headquarters and boutique of the company, he decided to choose the innovative SPA mode of the park as a teaching case to select the integrated marketing textbook for the Northwestern University.

Professor Clark KENWOOD is now the director of integrated marketing department of Northwestern University. He was selected as the most influential public relations figure in twentieth Century and the ten most outstanding professors in 2000. He was awarded the best professor of the year 2002~2003 and the Chicago annual sales and Management Executive Education Award.

Lang Xianping, a famous economist who delivered a speech entitled "how to grasp the essence of the industry economy" in the "China clothing business forum", also analyzed the SPA mode and its application in Chinese clothing enterprises.

As early as in his book and published in 2006, "mode: strategic thinking and development mode of retail chain industry", it is analyzed that "a small amount of money" is a form presented by the advanced SPA mode. The operation mechanism behind it makes the mode profitable, and the operation mechanism is characterized by "fast" two characters.

He predicted that China's garment industry will develop towards a fast fashion "SPA mode" in the future.