Happy Fruit Sales: New Mode Of Children'S Wear Terminal

Lin Weijian gave up wholesale business.

"Many colleagues laugh at us silly, including our own team do not understand why there is no business to do it", in their view, do not do OEM is equal to the door to business.

What Lin Weijian is facing is not only the lack of understanding of the team, but also the thorn on the road of brand building in the future.

In the overseas market, there was no other suitable mode except OEM, but Li didn't choose OEM. Instead, he tried to explore his own way of operation step by step.

When exporting business in 2001, it is difficult to imagine the brand of such an unknown brand.

"This is really very difficult.

Every customer has to negotiate in person and tell the guest: "the Chinese brand will have a great impact on you in the next ten years. You have to take a long view. Your agency today is to buy insurance for future development."

These are the original words.

Although difficult, but somehow the fruit insisted on going down.

Today, the children's wear has grown into an internationally renowned Chinese children's wear brand. It has a fast production capacity of more than 3000 years of development and production of children's wear.

Since 2003, Li Guo has established more than 500 stores and counters in major cities throughout the country with its own store and franchise mode.

Since 2001, Li Guo children's wear has been exported to 20 countries and regions, including Japan, South Korea, Russia, Saudi Arabia and Germany.

In the context of the 2009 financial crisis, the annual export sales increased by 80% and domestic sales increased by 15%.

Actually, we can see the shadow of the enterprises in the Pearl River Delta from the children's clothing.

They rely on foundry in the beginning of poverty, and at the same time, when the enterprise develops to a certain stage, they jump out of the past development mode and become the owners of the brand.

Of course, some enterprises have fallen to pieces in a breathtaking leap. Some enterprises have jumped to a new level, such as Li Guo, and finally can draw a blueprint for the market on the basis of brand premium.

In Lin Weijian's view, 2010 is an important ten year start for Li Guo.

The children's clothing industry, known as the last piece of cake in the clothing industry, has attracted more and more mainstream adult wear enterprises and foreign brands to participate in competition. Market competition and consumer demand change have prompted children's clothing industry to face a new round of industrial upgrading.

In the market segments of clothing industry, China's children's clothing industry has the most chance to produce international brands.

In May 21, 2010, Li Guo children's clothing held a signing conference with Ku Kui Kei on cross-border cooperation in Guangzhou. In the industry, the first star crossover design began in the industry, and at the same time officially launched the happy shopping strategy.

Li Guo hopes to lead the Chinese children's clothing industry into the "brand era" through a new business model.

Happy sale: new mode of children's wear terminal

The mode of mass purchase is common in department stores, but it is rare in the clothing industry.

Lin Weijian said that similar patterns appeared in the industry, such as "living hall", but it was not very successful.

"There are many conditions to make a lot of sales. If the product quality is guaranteed and the fashion is fashionable, the price must be popular. If it is a high price, who will go shopping?" and what is important is service.

The launch of happy sales volume based on market and consumer research is also based on Lin Weijian's personal experience.

Lin Weijian, a two-year-old daughter, found that when buying children's clothing for her daughter, the children's clothing with high price performance is the first choice rather than the high-end children's clothing.

Moreover, the demand for children's clothing is very large. Children grow fast and clothes change quickly.

Therefore, Lin Weijian believes that there is a good market for children's clothing sales.

"There are many varieties, many styles, and rich colors. The whole store is like a shopping mall, but it is not as dull as a warehouse store. With the elements of joy, consumers are happy, very free, relaxed, and no shopping pressure.

Children have their own places to play, no salesmen, shopping guides, parents can easily choose clothes.

However, the team achieved the same conclusion through market research and consumer research.

Children grow fast and grow with age. The frequency of clothes replacement is high. It is not realistic to spend too much money on children's clothing.

And in the new wave of "baby tide", the post-80 parents gradually become the protagonist of children's clothing consumption, they follow the fashion trend and have a strong brand awareness.

But they have to spend their lives, mortgage, children's education and health, which makes them more rational in the consumption of children's clothing.

As a result, the business model of Li Yue's "happy sales volume Theme Store" came into being under this background.

According to Lin Weijian's statement, happy sales volume is based on "joy" as the theme, pparent, self-help and parity children's clothing store store, with a variety of fashion design, high-end quality, low price to meet the needs of parents after 80.

Lin Weijian explained that the joy shop is a one-stop shopping experience marketing platform, which is a warm and interesting place for parents and children to stay.

"We will set up children's playground and multi-media equipment in the concept store of" Li Guo happy shopping ", so that children can play freely.

We introduce Ku Kui Kei's design to enable consumers to experience the fashion taste of stars happily and choose children's clothing from the fashion perspective of stars.

Our happy store concept store brings consumers a brand new shopping experience.

In terms of laying the channels for happy store concept stores, Li believes that the two or three line market has huge room for development through market analysis.

Therefore, Li Guo set up counters in the first and second tier cities into department stores and set up the theme store and flagship store in the commercial street, setting up the theme store in the two or three line cities, setting up a high-end and fashionable brand image.

However, under the mode of mass merchandising, shelves are warehouses, warehouses are stores, replenishment every day, clothing display, shipment, store arrangement and commodity structure have their own characteristics. Lin Weijian and his team are facing new market challenges.

Li Guo brand: design as the supporting point

Talking about the core competitiveness of Li Guo, Lin Weijian told the new marketing reporter that the core of supporting rapid development of brand is R & D and corporate culture.

Lin Weijian said that it was his confidence in designing his own business that he resolutely abandoned OEM and built up a brand.

"I have confidence in our design. From 2001 to 2005, Li Guo's children's clothing design can even lead the terminal trend."

The design team of Li Guo is very stable, and the design is always close to the market and has a good interaction with the sales department.

Guided by the needs of consumers, a culture is formed inside Li Guo, and staff in administrative, training and design departments must go to the terminal to do a thorough inspection of the market.

Because close to the market, Li can accurately grasp the minds of consumers.

"The core point is to consider ourselves as a child, with children's mindset and mindset, rather than from an adult perspective.

We emphasize that children's fashion is not too old, mature and cool. We don't like it.

In fashion, we must not lose innocence, but we are not naive. This is what we are looking for.

In fact, the strong R & D capability is the key to support the innovation mode.

In the course of 20 years of development, Li has trained "fast effort" - set up an international standard product research and development center, and the design team keeps abreast with the international trend, grasps the market trend at any time, rapidly and small batch production, and quickly distributes the counter.

It is precisely because of this ability that Li can respond quickly to market demand and quickly launch new products, so that the concept of parity can be truly landed.

As a mode of selling goods, Lin Wei Jian must adjust the channel terminal and replace the counter with the volume shop.

"It's impossible for a large shopping mall to give you 200 square meters of what to do."

He said, "in fact, children's clothing industry has not been developed. Although there is a huge consumer market, the total consumption of children's clothing is close to 100 billion yuan, but it is still not taken seriously."

The concrete expression of unimportance is that children's clothing can never be in good position in commercial channels, either on the highest floor, in the basement or on bedding.

"The location of children's clothing is only in the corner of commercial channels, which is a barrier that restricts the development of children's wear industry."

Lin Weijian hoped that Li Guo could go beyond such a "ridge".

However, changes in the front end also mean changes in the back end.

The launch of happy sales volume means that the fruit must be highly coordinated in such aspects as sub brand planning, product structure, R & D design, procurement, production, logistics and distribution.

Therefore, Li Guo has to go beyond the "barrier" that restricts the development of children's clothing industry, and there is still much work to do.

But for the future, Lin Wei Jian is full of confidence.

"We are striving to open 50~80 stores in the whole country before the third quarter of this year."

Lin Weijian said.

In the face of many "doubtful" brands on the market, wholesale brands have changed year by year, Lin Weijian said.

He believes that making a brand is not an easy task at all, and can not be achieved overnight.

"Many of our children's wear series are done for seven or eight years, so that we can find the core of a brand and form a brand style.

It is a very long process for a brand to have its own personality.

"There are 380 million children under 16 years of age in China, and the sales volume is about 100000000000 yuan based on the standard of 300 yuan per child's average annual clothing consumption."

Lin Weijian believes that the competition pattern of the domestic children's wear industry is fragmented, and is still in the "Warring States period" of the horse racing enclosure. The concentration of children's clothing is not high, and the emergence of the leader's brand is sooner or later.

He hopes that after 20 years of accumulation, he will be able to lead the brand trend of China's children's clothing industry.