Luo Meng: Let Marketing Body Be As Light As Swallow

Luo Meng, in his brand upgrading of the "five year strategic development plan", clearly enlisted the innovation system: enterprise production management, channel development, terminal marketing, brand promotion, organization and management.

The starting point of this innovation and upgrading is undoubtedly the master key general marketing strategy.

"100% return, zero inventory operation", the original order system was changed to quick distribution system.

Luo Meng's unique "fast fashion" business mode has strengthened the circulation of goods, improved the sales power of goods, and secured the confidence of the agents.

"Zero inventory does not mean that there is no stock, but to minimize inventory, mainly to prevent franchisees from taking any inventory risk.

A small amount of stock will be reclaimed by the company and sold in a discount store for the two time.

In order to ensure that agents can easily open stores and shop at ease, he promises to reduce them to the maximum extent through effective means.

The inventory pressure will solve the worries of the terminal stores.

Sheng Jingsheng expressed great confidence in this important new deal which attracted countless agents' attention.

"Through &lsquo, zero inventory &rsquo, the franchising mode and the information management of franchisees, Luo Meng can understand the sales situation of franchisees in time, and take special measures to deal with the returned stock products, so as to solve problems for franchisees."

What can make the brand more comfortable than the agent's light load? "Everything is considered from the agent's mindset. Low cost, standardization and speed are all their first needs.

They need deep support for the brand.

Luo Meng now makes a further subdivision of the store standard. According to the different channels, it has been divided into flagship stores, standard shops, community shops, University stores, MINI stores and so on.

I think these are the most practical ones.

From the date of the birth of clothing enterprises, it is difficult to get rid of the hidden worries of the stock.

And for the clothing brand agents, franchisees, the stock is also a big stone in the heart.

It is not only a burden, a cost, a capital ineffective occupation, but also restricts the return of franchisees.

"Traditional franchise mode of cross season ordering system, multi-level agent system mode, so that most franchisees suffer enormous inventory pressure.

It not only leads to the increase of the cost of goods in circulation, but also makes the goods have no competitive advantage in the terminal price, lack of profit margins, and make the agents unstable.

Sheng Jingsheng's view is the heart of many agents.

"For apparel franchisees, laymen think they are just selling products, and in fact, their more important task is to operate capital.

Therefore, they are more concerned about the turnover speed of their own funds in clothing products.

For them, on the basis of ensuring the quality of products, it is more important to enable limited funds to run quickly.

The "quick distribution mode" launched by Luo Meng has opened up a new page in the business of garment agents in order to reduce costs and raise management level.

Whether inventory is zero or not, the execution power of new mode is still the key.

Speed: fast fashion decoder

In the eyes of Sheng Jing, Luo Meng's new deal also contains a key word: — — fast fashion.

"Break up the whole thing" quickly open shop, "quick distribution" quick goods, "cheap fashion" fast sales.

However, behind these important points is his silent support as an enterprise leader.

For a brand with more than 1500 stores and a popular image, how to achieve elephant dancing is the key to Rome's fashion turn.

"In the next 5 years, the number of terminal stores in the Roman plan will increase from more than 1500 to 4000.

Apart from the increase in quantity, the brand is more meticulous and rational in the division of the market, and the brand sales network is divided into two parts.

From dozens of square meters of MINI shops, community / University stores, to hundreds of square meters of flagship stores, according to the location and attributes of the store, Luo Meng will provide franchisees solutions to franchisees, including from store design, goods distribution to business planning and other aspects. Franchisees can find the most suitable taste like A and B meals.

"The domestic market environment is very complex. Many international fashion brands have strong momentum in the domestic primary market, but they are also faced with the problem of channel difficulty.

For example, in Lijiang, it is only suitable for opening small MINI shops and special stores, which are not accessible to international brands, and brands like Roman are fully equipped with this flexibility.

Sheng Jingsheng said.

Ordering 12 times a year is one of the important ways to achieve fast fashion in the new deal.

In addition to the 3 quarter regular orders, the 9 online order will be an effective complement to the traditional ordering method.

The franchisee can complete the monthly order of new products through the e-commerce platform, and the company will ensure that the goods are sent within 15 days after receiving the order and payment.

"Decades of good faith management, adherence to the local culture and loyalty to the garment industry further enhance the brand value of Roman.

In the process of building the first brand of popular fashion, I firmly believe that Luo Meng has an advantage that can not be duplicated.

Luo Meng is one of the early rising Chinese clothing brands. The sense of quality accumulated over the years has made Luo Meng a very good brand reputation in the minds of consumers.

Under the fast fashion concept, Luo Meng's new deal will highlight the characteristics of product parity, whether it is design development or production process, all on Luo Meng's own platform.

Good control of cost is an important support for the realization of the ideal of parity in the new deal.

"For many partners, Luo Meng is a trustworthy brand, and the harmonious development with partners has always been a commitment of Rome.

Low cost, zero risk, and guaranteed profits are a great temptation to all investors.

When more people want to open a Roman store, the brand is not far from our anticipated success. "

Transformation: the first brand of popular fashion

"Luo Meng is ‘ Hong Bang tailor inheritor ’ no matter from its own needs or from fulfilling its historical responsibilities, Luo Meng has the obligation to constantly innovate and practice in the field of clothing, and make a demonstration for the upgrading of China's garment industry.

The pformation from traditional classic brand to popular fashion brand should be interpreted as a deeper exploration of brand connotation.

2010 was the most pformative year for Rome.

This year, Luo Meng Weihai International Commercial Affairs Building was officially launched as a "design, business, fashion, energy saving and environmental protection". In this year, Luo Meng announced the creation of "the first brand of Chinese popular fashion". In this year, Jimmy Lin launched a new generation of celebrity spokesperson, the image is more young, fashionable … … all these indicate that the new deal of Luo Meng promoted the pformation.

"At present, the domestic garment industry has encountered the dual pressure of international brands including fast fashion brands to scrambling for the Chinese market, as well as the double pressures of foreign trade enterprises attacking the domestic market in succession, and the market competition is becoming increasingly fierce. All brands are looking for new growth points, trying to achieve self breakthrough.

Luo Meng after careful exploration, identified — — do ‘ Chinese popular fashion first brand ’ "

In fact, Luo Meng has long recognized the importance and necessity of brand innovation and enterprise pformation and upgrading. A profound change is being promoted from inside to outside.

Sheng Jingsheng said that Luo Meng should serve the largest range of consumer groups, open stores to all levels of the market and become the "China's first fashion brand".

The fashion of men's formal clothes is changing quietly, and is getting more and more attention from the younger generation of men.

One obvious phenomenon is that the younger generation shows strong interest in suits, and its choice is no longer confined to casual wear.

The change of interest stems mainly from the "75 after" and "80's" young men and women gradually entering the mainstream of the society. In addition, as China's urbanization process matures, urban life and business life become the primary factor of dress consideration.

At the same time, the extraordinary taste and elegance of fashionable suits is also a way of moving them.

The younger generation naturally disdains the traditional suit suits of the elders, and is no longer able to win their favor with big cards.

They have their own understanding and ideas about fashion and fashion. They have their favorite designs. What they need is their younger fashions.

"Collection of classic charm and cutting-edge fashion in one, Luo Meng's new trend is precisely driven by this group.

Luo Meng should not only make the brand more fashionable and younger, but also identify ‘ fast fashion ’ direction, and will put all efforts to build ‘ popular fashion brand ’ further expand the consumer groups, so that the city fashion people's clothing needs have more choices.

It is worth mentioning that Luo Meng has launched a new image spokesman — — Jimmy Lin, what does this mean?

The extension of Roman's image is expanding, including the representative of Pu Cunxin's classic men's clothing and the new generation of fashion represented by Jimmy Lin.

In the future, Luo Meng will also invite more representatives of different groups of consumers to join.