After 4 Years Of Establishment, Sales Exceeded 2 Billion

Founded in 4 years, 2010

Old age may not dislike these seemingly unfair titles. Although all guests can only be fans, they can not be Chinese Oman Theo (founder of ZARA), Stephen of China (Chairman of H&M), Liu Chi Jing (founder of UNIQLO), but for him, these are no malicious gimmicks.

Especially for investors.

However, the old age can not avoid the blur of the appearance of the guest of honor.

He tried to express his desire to get close to classic fashion in his words.

In micro-blog, he wrote, "I hope to buy LV in the future, and then sell the same price as fan Kai Cheng pin".

I also want to buy CONVERSE, and canvas shoes will sell for 50 yuan. This is what I really want to see.

In the nearly 3000 posts and comments, "throwing eggs" is far more than "sending flowers". No one has ever talked about the old age, but regarded it as a marketing hype.

NTA founder Shen Yin, the founder of innovation and communication agency, expressed the opposite view.

He said that too many people misunderstood the past.

The concept of brand in the industrial age should have given way to the Internet brand view.

The so-called designer handmade boutique, in fact, is only a high price cover, luxury brands can be deconstructed.

There is a good price, good quality, sincere communication.

In the past 20 years, fast fashion enterprises like ZARA, UNIQLO and H&M have begun to implement the task of deconstructing luxury goods.

The so-called fast fashion, simply speaking, collects and designs fashion information through the latest international conferences and other channels, accurately identifies and rapidly launches the corresponding clothing styles, quickly collects the best ideas for its own use, and borrows the design power of luxury goods, sacrifices part of the quality, updates fashion quickly and frequently, so as to satisfy consumers' demand for following the trend.

Generally speaking, "fast fashion" from design to production and sales takes only 15 days, and the price is not as good as the international brand similar 1/10.. Because of the luxury goods located at parity, fast fashion brands attract a large number of white-collar consumer groups, which makes fast fashion brands rise rapidly in the past 20 years, which has a huge impact on the past luxury brands, especially after the financial crisis.

In October 2009, world fashion giant Versace announced that it closed its stores in Japan. Meanwhile, Prada and Chanel announced 10% layoffs. Gucci's Saint Laurent and AlexanderMcQueen have closed their stores in some important markets such as Japan and Russia.

Look at the list of century rich list announced by Forbes in April 14th this year, and you will know how fierce they are.

Statistics show that 15 fashion people have entered the top six hundred and sixty ranking of the world, and the top fourth are Bernard.

Arnott (BernardArnault) comes from LVMH, a luxury group, with assets of $41 billion.

The seventh place is Oman Theo.

Ortega (AmancioOrtega) and Stephen, ranked thirteenth.

Parson (SteffanPerson), the former comes from Zara, and the latter comes from H&M.

In recent years, efforts have been made in this direction.

In the past year and a half, whether the high-profile invitation of Han Han, Wang Luodan and Huang Xiaoming as brand endorsements, or in Beijing, Shanghai and other front-line cities Bus and subway to invest a lot of print ads, or the famous Korean clothing designer Jin Meiyuan as the chief designer and chief designer of the van guest art, or improve the entire operation system, including the late logistics management.

There is only one old purpose: to be a fast fashion brand on the Internet.

But after all, it is an e-commerce company. It has no "fast fashion gene".

For example, designer + buyer team.

In ZARA, each garment is designed by three designers, experts and experts.

Obviously, there are no such groups in the old team.

Old age is not unwilling to be China's Amazon.

Compared with Taobao and Jingdong mall, its brand effect is slightly inferior.

In other words, when it comes to China's Amazon, more people will not think it is fan Chi pin.

Therefore, some people say that it is more like the "IKEA" on the Internet.

It doesn't matter who you become.

But this is not easy.

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The problems we should face are:

First, whether the huge advertising mode can achieve strong brands such as ZARA, UNIQLO, H&M and other fast fashion brands is so successful because it has a strong brand.

The most important form of brand growth is advertising.

Liu Qi, the founder of UNIQLO, said in his autobiography, "one defeat, nine wins", that in order to show respect for audiovisual, UNIQLO never imposed its will on consumers, but let consumers judge their advertising contents according to their own minds. That is to say, it is not unilateral information pmission, but to make viewers feel self after watching advertisements.

This is considered to be one of the secrets of UNIQLO's success.

Although all object advertisements do bring "insights" to consumers, but when mainstream portals, forums, subway, bus stops, and even when you use hotmail to write mail, all kinds of advertisements will appear in front of your computer screen, or will be supplemented by spokesperson Han Han or Wang Luodan's "everything object", and it is a continuous three years of viral invasion. This really produces aesthetic fatigue and bombardment ads can create strong brands, which requires a question mark.

In addition, the industry's popularity of advertising input and output ratio of 1:3, fan has become a truly advertising driven enterprises.

This will create an embarrassment for the customers in the development mode: increasing advertising efforts is bound to stimulate performance, and feedback to the company level may cause pressure on the operation system; if we want to control advertising input to ease traffic pressure, the brand popularity of everyone may be reduced.

How to solve this contradiction, everyone has not found a good way.

Two, the integration of upstream resources is not good enough. The core of the "fast fashion" brand's product management is "fast, small, diversified", or even man-made shortages. This minute, you don't make a purchase decision, and the next minute will be sold out.

"Fast" is its most prominent feature: rapid design, rapid production, quick sale and quick update.

This puts forward high requirements for the upstream resources integration ability of fast fashion enterprises, especially for capturing the trend of design capability.

And there is a short board in this respect.

In August last year, netizens broke the news that it was suspected of "plagiarizing" the design idea of the famous designer FlyingMouse and the American T-shirt website Shirt.Woot.

Not only that, its own brand of canvas shoes on the line, including plagiarism, including CONVERSE, VANS, CROCS and so on.

Of course, everyone is trying to solve this problem. For example, in March 2009, Jin Meiyuan, a famous Korean fashion designer, served as art director and chief designer of van guest, but the cross-border cooperation between the two sides did not collide with sparks.

At present, we intend to abandon the traditional independent design route and turn to the design crowdsourcing, to stimulate the creative ability of the industrial chain through benefit sharing strategy, but it is not known how the effect is in the Chinese clothing industry lacking original culture.

Three, user experience has not yet been perfect compared with ZARA, UNIQLO, H&M and other fast fashion brands, as online fast fashion brands, more emphasis on experience and trust.

This is why the old people always try every means to "remove the various kinds of scruples that users have in online shopping".

For example, in addition to the delivery of goods on delivery, full 59 yuan free shipping, 30 days unconditional return, etc.

All of these make the user experience of Fan Cheng pin's e-commerce website popular.

But like last year, the problem of delay in distribution caused by mass storage and relocation was greatly outbursts. In the past, it was apologized to consumers by open letter, and the quality inspection of products made it easy to be destroyed.

How to achieve perfection in the sense of trust is a test for everyone.

Four, the time needed for rapid reaction system establishment is called fast fashion, because all these are behind the rapid reaction system of the entire product development, production, logistics, distribution and direct sale of stores. Taking ZARA as an example, it can accomplish 15 days to complete the product from design, purchase, production to the sales of stores in all parts of the world (the domestic garment enterprises generally need more than 30 days), 24 hours to the majority of shops in Europe, 48 hours to the United States, 48-72 hours to China and Japan.

This fast and powerful commercial chain system is the real support and guarantee for ZARA to make "quick" money.

How to build such a rapid response system is also a test for everyone.

Five, rapid expansion may lead to personnel management problems. This year's expansion plan for the customer logistics department is 1000 people. According to general logic, rapid expansion of personnel will inevitably lead to management difficulties and how to control the pace.