Ding Hui: Making Big Costume In Three Or Four Line Cities

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When Ding Hui only owned a miscellaneous clothing store in the 90s of last century, it was a little less realistic to talk about large scale chains.

But Ding Hui had already had the heart of chain, and in order to enter the basic store of chain operation in the future, he would concentrate more on understanding the clothing retailing industry, accumulating terminal store management experience and training store manager.

Now, Ding Hui has helped forge a powerful channel.

Through deep channels, small profits and quick turnover, loyalty to members, strict cost control and other strategies.

Have the most loyal about 500000 members.

From Fujian to Guangdong, Jiangxi and other provinces, the development of stores has reached more than 60.

From the rivers and lakes into the temple.

Retail terminal

Ding Hui is very fastidious about his clothes, and his love for fashion can be traced back to 20 years ago. "When I was young, I saw the people in the picture were dressed very beautifully, and who had no love for beauty?" at that time, Ding Hui had a chance to go to Macao, and he made a hurry to make a man's trousers in the local area.

It was this beautiful pair of trousers that changed his life. With the reform and opening up, a small garment factory was set up by Ding Hui, who had not finished reading in senior high school. He began to manufacture men's clothing from the imitation of the Macao trousers.

3 years later, Ding Hui named this garment factory "the odd". At that time, he also began to realize that clothing or control the dominant link: retail terminal.

"To be a producer, you have to find other channels to wholesale and retail for you. There is no control at all." after experiencing debts and unaccounted for bad debts and bad debts, Ding Hui finally decided to dissolve the garment factories with more than 100 workers in 1997, and set up the first "parity and fashion parity" line on the road side of Jinjiang to ensure retail cash flow.

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Like the small clothing store everywhere in the street, it was a miscellaneous army at that time, and the clothes sold were sold by different manufacturers.

Insist on a profit of eight

At the earliest stage, he could not avoid the stage that entrepreneurs must start from channel agents.

But it has an advanced core: Ding Hui, who had just entered the retail channel, was also planning the future chain business.

However, when we only have a miscellaneous clothing store, it is rather impractical to talk about large scale chains, especially in 90s of last century.

Ding Hui is so weak that he can only concentrate more on understanding the clothing retailing industry, accumulating terminal store management experience and training store managers.

In the next 4 years, the "parity of profit eight" strategy was the key to the consumption of three or four cities.

It also does not choose the best commercial area to open a shop, so it controls the cost of rent, small profits but quick turnover.

In 2001, the level of information technology in China is also improving. Ding Hui, referring to the successful experience of international chain enterprises, has written a series of plans to promote standardization operation.

Careful maintenance member {page_break}

Before long, he started the process of chain.

But Ding Hui was more cautious. By 2003, only sixth stores had been opened.

Improving membership and teamwork is the main task of those 2 years.

Up to now, most stores still do not attach much importance to the information of customers, and since then, he has begun to pay attention to the data behind sales behavior, and has begun to provide value-added services such as ironing clothes and modifying trousers for members, in order to improve the user's stickiness and gradually develop their loyalty to the brand.

Through the short message group's targeted publicity to members, it also saved a lot of advertising fees, thereby ensuring the implementation of parity strategy.

So far, the number of members has exceeded 500 thousand, and the number and quality of membership is high.

According to statistics, members account for more than 80% of the total, and the average consumption per member is about 1000 yuan per year.

"Not as simple as selling clothes," Ding Hui said. "We are selling the database."

From then on 2004 to 2006, he increased the speed of expansion, developed more than 60 stores, and expanded from Fujian to Guangdong, Jiangxi and other provinces.

The "ant's ambition" of "second line of grass"

If you do not have any family background or returnees, even if you do not have a university degree, you will go to a "social university" for a long time; if you start working for others from the beginning, you will do a typical "B" agency business; if you do not want to sell others' brand, instead, you will seek to build your own brand, and turn your former partner (Party A) into your own enemy. Finally, if you are not satisfied with the regional market after you build your own brand, but you will go to the whole country, then you will be the same as Ding Hui. Although you are a "two or three line of grass", you will have the "ambition of the ant" in the same way as Ding Hui. "If you want to build a brand, you will be able to build your own brand." if you start to work for the whole country, you will have to build a brand by yourself. In the end, if you are not satisfied with the regional market, but you are not satisfied with the regional market, you will have to go all the way to the country. So you are like Ding Hui. If you weren't born in Beijing

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From the Sichuan Chengdu emblem of Lv Jingang to today's Fujian, Jinjiang, Chengdu, the former is a food agent, and now to build her own "roasted seeds" food, the latter as the first garment terminal channel, now determined to become China's fast fashion brand.

From any point of view, they are very similar to the roots of entrepreneurship in the mid 90s of last century, but they did not survive much.

They started their childhood, started with agents from the consumer industry, built brands and aimed at the national market, and recently got the support of capital and went to the starting line of IPO.

The special thing about emblem and noble is that they sell products from others to sell products for others, which is the biggest difference between them and other consumer brands from small places.

From selling products to selling brands, this is the difference between agents and private brands, as well as the key points of business and commerce.