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Chen Tao, Manager Of Alton Brand Center: Deep Reflection On SPA Business Mode

2011/4/1 13:29:00 200

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Brand Of China Clothing And Accessories Expo

In March 28, 2011, Aldton debut China International Clothing and Accessories Fair (CHIC), the city leisure men's wear in the city of Shanghai is very impressive with the new brand. Mr. Chen Tao, the manager of Alton brand center, who has a confident mind, accepted. World clothing shoes and hats net Reporter's interview.

The fashion booth on CHIC2011 by Alton

Reporter: what do you think is the most important thing for business operators to pay attention to?

Chen Tao: it's human, spirit and culture.

Alston's culture is diverse, just like a young mind. There are armed forces, schools and families. Corporate culture can be interpreted in 12 words: honor, execution, dream, growth, happiness, gratitude.

Alex has been adhering to the principle of "building culture and ensuring results". To make their employees identify with corporate culture, they should form consistent values.

Aldun has its own business school, and its effectiveness is similar to that of its own "Whampoa military academy". All reserve managers, shop owners and even higher management will often attend classes and training in business schools. Alton has established contacts with many excellent training institutions in China. The training content is quite rich. From execution capability to standardization, all enterprises have encountered and may encounter problems. With these training, aldton has gradually increased the level of employee's business while imperceptibly inculcate the values recognized by enterprises.

These 16 words serve as the spiritual guidance for the pulse of enterprises.

Chen Tao said: "culture based on respect can maximize efficiency."

Mr. Chen Tao, manager of Alton brand center, interviewed by reporters.

World clothing shoe and hat network reporter: in the fashion industry, many people are discussing the SPA business mode. What do you think of it?

Chen Tao: Alton men's wear has been exploring and learning this advanced operation mode since 2003. However, this kind of learning is not a mere imitation, which incorporates more features and pursuits of Alston.

The victory factor of Alston is based on the marketing concept of "fashion, value and money". The high value ratio is a sharp sword for Alton to create the market.

Because of the direct marketing mode of shops, the intermediate links of agents were omitted, which greatly reduced the profit margins and left real benefits to consumers. Therefore, the products of Alston had a great advantage in price.

On the other hand, the suppliers of Alston are mostly high-quality suppliers in various domestic categories. Alston uses group purchase and order production, so the quality of the products is quite guaranteed.

In December 2005, aldun ton pioneered the new concept of "urban leisure" in the whole country. In marketing, it proposed "a small amount of money, every day new style" to ensure the diversification and freshness of commodities. Affordable prices, high quality and fashionable popularity, Alton has rapidly accumulated good market reputation in the industry.

Although it is also a franchising system, as an agent of Alston, it is much easier. It is better to call it an investor rather than join. Azton men's clothing takes a completely vertical management and operation mode, from store to site selection, decoration shop, recruitment training, new store opening, store operation, marketing planning, shop supervision, customer management to financial control and other all-round management and guidance. All franchisees are vertically managed by the main store, and investors only need to understand the operation status regularly. Take a look at the business reports, and the rest of the work is done by company professionals. {page_break}

World clothing shoe and hat network reporter: what is the risk? Investors do not interfere in the operation, so who pays for the mistake?

Chen Tao: in the model of Alston, the most notable point is the commitment of franchisees to zero risks. This mode is too tempting, easy and secure for franchisees, but it is self-evident to Alton enterprises. We are not worried about the development of the franchisees at the moment. Some well-known domestic venture capitalists have come to ask for cooperation. We are considering whether we can cooperate with them. In addition to capital, we value the amount of help they can bring to our management, capital operation and other aspects.

At present, azton has rapidly built nearly 200 terminal chain stores in East China. At the same time, in line with the development guideline of "fast, steady and standardized replication", the Garment Retailing mode has been optimized continuously. It plans to exceed 1000 chain stores in 2015 and over 5000 chain stores in 2020.

World clothing shoe and hat network reporter: for this figure, it is incredible.

Chen Tao: some sports brands can do seven thousand or eight thousand stores, as a wider range of popular fashion casual men's clothing, absolutely capable of such a scale. At present, there are only more than 100 stores in South of Jiangsu, and the sales of each store are very good. This shows that the market can afford such a dense opening mode.

At present, the new spring and summer products of Alston have been listed, continuing the brand's consistent fashion and fashion features, and this season's products are bright. People can see many of the big international brands, and a fashion fan belonging to Alston is forming.

World clothing shoe and hat network reporter: what do you think is the difference between the results and expectations of the Expo?

Chen Tao: first of all, we participated in the Beijing Expo to enhance the popularity of our brand through this Expo. In addition, we want to find better resources for cooperation through this Expo. This time we got a lot of harvest. On the 28, we held a small investment fair. The signing of the site was very hot. It has exceeded our expected effect. In our exhibition area, there are many franchisees who come to consult. I think the Expo is really a good platform. Next we will pay more attention to this exhibition.