Do Not Take The Unusual Road &Nbsp; Shoe Enterprise'S "Fast Fashion" Business Mode.

"Fast fashion" marketing mode

In the past two years, the fast fashion clothing brands such as ZARA and H&M have entered the Chinese market. The fast fashion consumption characteristics also spawned the application of the new generation of information management system.

Famous clothing brand

At the end of 5, H&M, Europe's largest fashion retailer, opened its first flagship store in Guangzhou, causing a queuing rush.

H&M conquered with 10 days' new speed.

The fast fashion mode advocated by international brands such as H&M and ZARA is actually a "less batch and multi variety" clothing production mode.

On the one hand, this model is in line with the demand for personalization, and on the other hand, it is also a product of the current saturated economic environment.

In the era of saturated economy, a product, many enterprises produce, often cause huge inventory risk.

Through the way of "less batch and multi variety", each style only produces dozens of pieces or even more than ten pieces. It seems that the cost of each garment seems to increase, but as long as these clothes can be sold quickly, it is an effective production.

"Fast fashion" mode is mainly for fashion, clothing and other fashion areas, but it advocates the idea of "shortening the product listing cycle as short as possible", which deserves our attention.

In particular, as a fast moving consumer goods enterprise, we should pay attention to how to shorten the links of R & D, production and logistics. Only when these links are more closely linked, can the product listing cycle be shortened.

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Shoe enterprise Hengda test water fast fashion channel mode

In October, 09 years ago, Hengda started the market development in all parts of the country, taking Qingdao as the core and Shandong Province as the main body. It plans to open 30 factory outlets in Shandong Province before the end of 09, and 300 factory outlets in the whole country before 2012.

Wang Jiwan, chairman of Hengda, said that this is a new format and new mode with subversive nature.

This mode requires all-round support from R & D, production and distribution.

The market of Hengda 70% is at home. Facing the increasingly fierce market competition in China, Hengda must go a different way from product, brand to channel mode, so that it will not be abandoned by the market and rapid demand.

"Shoe industry has changed the function of sole protection, and consumers' attention to fashion function is increasing day by day.

The future of shoe industry should be super technological innovation and fashion creativity.

It is not only a comfortable and healthy product, but also a fast fashion visual feast. "

Wang Jiwan said.

Nearly 1/2 products of domestic shoemaking enterprises are used for export.

The financial crisis has seriously affected the operation of China's export shoe enterprises.

30% or even half of the share back to the domestic market, exacerbated the domestic shoe market competition.

But for local clothing enterprises, with the entry of H&M and ZARA, the essence of new business models quickly absorbed in their close combat is not an opportunity for upgrading.

According to Lang Xianping, a famous economist, perhaps this model will bring a breakthrough to the huge low-end clothing manufacturing industry in Southern China.