Aldton: &Nbsp, A Brand Custodian, Will Vigorously Develop Direct Stores.

Vertical management has greatly improved the ability of duplication of direct management standards, thus ensuring that all stores can integrate into the local market as quickly as possible and develop steadily.

For the Chinese men's clothing that is ready for development, after years of development, the Chinese men's wear industry has become the most mature sub industry in the garment industry, and is becoming more and more perfect in all aspects of production, management and marketing.

At present, the consumption market of men's clothing is in a pitional period, and the consumption cycle is shrinking.

At the same time, with the rise and prosperity of domestic brands and the influx of foreign brands, the competition of domestic men's wear market has risen from low price competition to the competition of brand comprehensive strength.

It is expected that in the next five years, the brand classification of China's men's wear market will become more and more clear, and some brands with leadership will be formed.

Arston chain was founded in 2003. After years of careful management, the strategy of "focusing on the region, focusing on products, focusing on customers and focusing on breakthroughs" has implemented the integrated operation mode from brand operation, commodity planning to production and retailing. It has rapidly realized the chain scale, brand benefit and standardized and fast replication of direct management stores. It has developed rapidly to several hundred in just a few years, and has become a vivid epitome of the pformation and upgrading of Jiangsu's garment industry's independent brand.

In 2005, Alton also launched the new concept of "urban leisure", making full efforts to create the first brand of Chinese city casual menswear.

In the process of brand building, altten focused on strengthening product quality and service level. Through quality products and satisfactory service, plus "high performance price ratio", we successfully opened the door to consumers and continuously enhanced the brand's popularity and reputation.

It is reported that Alton uses the SPA mode of "quick" to win, that is, private brand clothing professional retailers.

On the one hand, under the unified commodity plan, group orders are produced to get the lowest price. On the other hand, the agent system is abolished. The direct distribution from headquarters to terminal sales is done through information management. There is no intermediate link to ensure the absolute superiority of commodity prices.

Through brand operation, commodity planning, production and retail, the unified operation mode controlled by the company has reduced all kinds of intermediate links, and Alton has realized the marketing concept of "fashion, value and money".

From the traditional brand agent to the SPA mode of "quick" win, alxton plays the role of industry pformation in the role of industry innovator and forerunner.

The combination of joining and self operated channels is the marketing feature of Alston.

Traditional franchisee mode will be difficult to implement because of the relationship of interests, many promotional activities and image building. The market will easily fluctuate, and the market price system will be easily confused, which will not be conducive to the overall development of the brand.

Aldton broke through the traditional franchisee mode and formulated unified operation rules for all stores: 1, the store image was planned by the headquarters of alsteton in accordance with the national chain standard, unified design and guidance construction; 2, operation management, shop managers and business personnel were recruited, trained, hired and managed by alstedon headquarters, and regular supervision and training personnel were followed up. 3, commodity prices were implemented nationwide unified retail price.

In terms of management, alstedon adopts unified vertical management, from all aspects of shop location, decoration, shop training, recruitment training, new store opening, shop operation, marketing planning, shop supervision, customer management to financial control and other all-round management and guidance. All franchisees are vertically managed by the general department. Investors only need to understand the business situation regularly, look at the business reports, and the rest of the work is done by the company professionals.

Vertical management has greatly improved the ability of duplication of direct management standards, thus ensuring that all stores can integrate into the local market as quickly as possible and develop steadily.

For the current success, Gong Zheng, general manager of Alton, believes that "talent is the most critical factor in the rapid development of Alton."

In the spirit of "equal importance of talents and talents, talents, talents and talents", Alton set up a system of talent recruitment, personnel training, staff motivation, career planning and so on, and set up the Arton School of Commerce, which functions like an enterprise's own "Whampoa military academy".

All store managers, store managers and even higher management students often attend classes and training in business schools.

According to Gong Zheng, the corporate culture of armstone is interpreted in terms of twelve words: honor, execution, dream, growth, happiness and gratitude.

Through the training of militarization, we can cultivate the sense of honor and execution of the staff. With systematic training, we can meet the staff's self-development needs, help their employees grow up, and enhance their sense of belonging and responsibility with family warmth.

The corporate culture based on respect can maximize the effectiveness and fully display the advantages of culture, mechanism and mode.

"At present, the market competition is increasingly fierce, especially in the field of clothing and consumer goods, which has been pformed from product competition to brand competition. Therefore, it is very important to work out a feasible brand strategy."

Chen Tao, a brand center of Alton brand, said.

According to his introduction, in the aspect of brand promotion, Alton will introduce the latest brand terminal image and strengthen the soft cooperation with the media, so that the concept and advanced business mode of the enterprise can be truly communicated to consumers, franchisees and investors.

At present, the market of Alston is mainly concentrated in eastern China, and Alston will choose the relevant local TV stations to advertise. Next, Alston will also consider looking for an image spokesperson for the brand of Alston, and I believe it will soon show the whole new image of Alston.

Since joining the development, alsdun has not closed a store, and has been developing steadily.

As the pioneer of China's SPA business model and the leader of China's casual men's clothing chain industry, aleston plans to develop into 2000 direct chain stores by 2015.