The First Shoe And Clothing Company Went Public In 2012.

How to control the high-end market?

In the high-end brand market, international famous brands occupy a higher market share.

Apart from making use of local advantages, card NDI road has also established brand sales agency relationship with international first-line brands.

International famous brands have complete brand management, supply chain management system and terminal control mechanism, through their cooperation, absorbing advanced international brand management experience, improving their brand operation ability, and by participating in the international brand terminal maintenance, get the latest information of international brand terminal retail, and enhance the internationalization level of the brand terminal image of the company.

Weng Wuqiang, general manager of Limited by Share Ltd clothing and accessories,

How to innovate terminal

In the advanced apparel industry, whether the international brand or the domestic brand, retailers' brand image construction relies more on the terminal resources of marketing network -- store resources.

The proportion of sales outlets in exclusive stores is increasing continuously in the domestic high-end apparel retailing industry.

Zegna (Zegna), Armani (ARMANI) and other international high-end apparel retail giants through the design of the store image and create a good consumer experience, effectively enhance the brand image, product image and sales performance.

The successful examples of international counterparts show that stores are the most important carriers for brand image promotion.

The marketing network construction project will focus on the construction of flagship stores and standard stores. After the implementation of the project, the company's marketing terminals will reach more than 450. The coverage area will include all the municipalities directly under the central government and the two or three tier cities in most provincial capitals and developed areas. The company's sales terminal regulation will have obvious advantages, and will effectively play the role of store in brand image building, product display and consumer experience building.

With the rapid growth of the company's business, the number of terminal stores will continue to grow, and the wider geographical distribution of stores, coupled with the continuous strengthening of design forces, the complex structure of finished products, the strong seasonality of product sales, and the future short cycle and small batch production requirements, the company's information data processing pressure is increasing.

Therefore, to enhance the information system construction, on the one hand, it can ensure the stability of the information system under the pressure of high load information system; on the other hand, it will increase the intelligent function modules such as historical data analysis and forecast, automatic replenishment reminders, and so on, so as to enhance the rapid response to the market.

Raymond Lam, chief financial officer of Limited by Share Ltd, Costa

How to resolve the stock stalemate?

Through the commodity planning, the company fully collects marketing environment, clothing market environment, consumer information, clothing information, terminal sales, competition companies, and so on, scientifically planning production and sales and goods allocation, as far as possible to reduce outdated and unsalable goods production.

With the production and marketing mode of the fixed production and good commodity planning, the order products of the ordering club can be well met with the market demand and control the source of the inventory goods.

For over season goods, the company will be able to digest it by opening outlets in Guangzhou, Beijing, Shanghai, Hangzhou and Chengdu.

At present, there are 13 outlets outlets outlets, the outlets operating costs are low, and the number of stores in the mall is less. This is the main digestive channel for over season goods, which speeds up the speed of capital withdrawal while reducing inventory levels.

More than 90.52% of the company's inventory is within one year, and the stock is short.

Because the company's product positioning is high-end, the marketable cycle is longer, and the gross profit margin of the product is high, the variable present value is relatively high.

Therefore, there is no risk of unsalable goods in the company's inventory.

The company's products belong to high-end products with a high gross profit margin. Even at a lower discount, net realizable value is still at a high level, and there is basically no sign of impairment.