Luo Meng: Chinese Style Fast Fashion

The "fast fashion" wave sweeps the domestic garment industry. At present, the old men's clothing enterprises and the Chinese professional wear enterprises — — the Luo Meng group is also unwilling to "express" the "fast fashion" with "loneliness", and has officially launched its "fast fashion" business model to pform the "fast fashion brand".

In the future, Luo Meng is no longer the traditional men's wear brand, but men's formal dress, casual wear, business suit, female.

Fashion brands and fashion brands.

In 2010, Luo Meng officially launched the goal and concept of "the first Chinese fashion brand".

In ZARA and other international fast fashion brands for domestic

After the first wave of "fast fashion" impact, the rapid development, fast loading cycle and logistics system have been extended to the "traditional" old enterprises.

Luo Meng has become a representative of it, which officially announced "speed up" recently.

"The success of international brand fast fashion lies in its outstanding product R & D mode and fast logistics system."

Sheng Jingsheng, chairman of the Luo Meng group, said that the domestic traditional enterprises can do this in all respects. "For Luo Meng's pformation, building the first brand of China's popular fashion is essentially ‘ the Chinese style fast fashion &rsquo" means that from the front-end R & D system of the whole process, to the production, logistics system, and market development, marketing management and other systems, we need to upgrade and innovate, introduce management software, optimize the process, and strengthen control and control measures. All of them are standardized processes, standardized images, standardized goods proportioning, standardized retail management methods, and support for Luo Meng to open new stores every day, produce new products every week, and produce new products every month.

There is no precedent for the pformation of traditional enterprises in "fast fashion". At present, domestic garment enterprises are involved in fast fashion market. Most of them adopt the introduction of foreign related brands, or launch a new brand alone to get involved in the fast fashion market.

Therefore, the traditional leader like Luo Meng's overall pformation "fast fashion" appears "avant-garde", but also attracts people's attention.

A prominent problem is how to change the size of the huge annual sales volume of one billion yuan by how to change it to be light and fast.

How will the pformation of "fast fashion" be carried out?

There are two principles for Luo Meng's pformation, one is not against fashion, and the other two is against science.

This tells us that fast fashion is not a simple approach, it can not copy the international fast fashion brand model, but to extract its essence, combined with the needs of the Chinese market, create a Chinese style Luo Meng fast fashion.

Sheng Jingsheng said.

So what is Chinese characteristics? What is the needs of the Chinese market? What are the "fast fashion" pformation of traditional clothing enterprises?

"International fast fashion brands all use foundry production mode, so the cost is relatively high.

And the world-class garment production base such as ours, high quality workmanship and flexible service, combined with this advantage, makes the mainstream products produced by ourselves, which in some ways also reduces the cost.

Sheng Jingsheng said, "in the traditional clothing production process, the longest cycle is the fabric R & D and production. Luo Meng finished the design, research and development and production of the surface accessories in advance as the first premise of ‘ fast ’ the designer made a series of styles according to the existing accessories and seasonal style elements.

At the same time, we must vigorously integrate resources, and work closely with the international design room, the external special category design team and the brand designers to build the core of the fast running fashion of Luo Meng fast fashion.

Distribution and logistics are supported by Luo Meng's unique, loyal and highly efficient marketing system.

Luo Meng also launched &lsquo, 3+9&rsquo, the 12 quarter quick order mode, 25 new weekly rates, one month from the headquarters to the client's logistics speed, the last link of ‘ fast ’ achieve.

In Roman's view, manufacturing capability is one of China's greatest characteristics. Luo's "fast fashion" pformation needs to be closely linked to this advantage.

Zero inventory temptation

The pformation of "fast fashion" in Roman's Chinese style is not only reflected in the level of manufacturing research and development.

At the marketing level, its Chinese characteristics are also very obvious.

First of all, Luo Meng did not take the direct mode of most international fast fashion brands.

Secondly, for the Chinese market characteristics of the agent mode, Luo Meng boldly launched the "zero inventory management".

Usually, the direct camp mode is considered to be more suitable for "fast fashion", and the brand controls the channel and the loading cycle more quickly, which is conducive to the fast and fashionable brand's small batch and low inventory operation.

And Luo Meng continues to use the traditional agency alliance pattern, and launches "zero stock" on the basis of agent alliance mode, which makes it difficult for people to understand the logical relationship between them.

That is, how to achieve zero inventory.

"Zero inventory does not mean that there is no stock, but to minimize inventory, mainly to prevent franchisees from taking any inventory risk, and a small number of stock goods companies are uniformly reclaimed and sold in a discount store."

Sheng Jingsheng said.

Luo Meng first standardized the opening process, and on this basis, realized the unity of store image, that is, flagship stores, standard shops, community shops, MINI stores have a set of unified standards.

Luo Meng asked the franchisee to have a quick response consciousness and ability, and then needed the brand headquarters to analyze the market information of the franchisee feedback, and predict the future market trend, so as to improve the product mix.

In this process, the information linkage of supply chain is very critical.

Because enterprises need to strengthen internal control and reduce inventory, information construction will become a major trend of enterprise management.

This trend will promote meticulous management in enterprises and improve the allocation of internal and external resources.

To this end, Luo Meng group will rely on a strong, full process, multi module information system to closely track market information and understand the market sales situation, thereby strengthening the deployment of the national market.

In addition, "zero inventory" also requires the brand to continuously enhance its influence, speed up product renewal, flexibly control the production cost, shorten the production cycle and speed up the reaction to the market.

In this regard, Luo Meng group through systematic and scientific planning and strict and orderly management, to achieve the overall operation efficiency of the whole Luo Meng group upgrade.

In terms of product design, a new design team was set up, and the online "fitting room" software platform was built to strive to achieve "weekly new products, new products on a monthly basis".

In order to achieve "zero inventory", the key is to manage the channel efficiently, obtain the latest market information from the agent channel in a timely manner, and speed up the process through brand research and development, production and logistics, react quickly, unify the distribution, and put the most competitive and timeliness product mix into the market quickly.

This mode has also become an effective means of operation for the pformation of reality to "fast fashion".

As a large garment enterprise, it is unrealistic to completely abandon the past operation mode. The huge change in a short time is restrained by the huge scale, and changes will often bring great risks to enterprises.

Therefore, on the existing basis, such as "speed up" in the mode of proxy affiliate, it is expected to achieve a "perfect" turn, bringing the agent franchisee into the "fast fashion" pformation, enhancing the market competitiveness of the brand and agents, and also making the relationship between the two sides more closely integrated.