Hongkong Brand Clothing Store AZONA (Asana) Marketing Art

Once upon a time, the clothing retail and chain of Hongkong brand were leading the domestic apparel market with its advanced management concepts and models, such as Giordano and G2OOO. However, as the domestic market matured and increasingly fierce competition in the industry, some well-known Hong Kong brand brands no longer passed or quietly quit. AZONA (Asana) But against the trend, there are more than 100 franchised stores established in the form of direct camp and franchise chain, which are firmly rooted in the large domestic fashion brand clothing market. For its successful marketing operation, Chen Xiaobang, the retail operation manager of Southern China region, the first batch of Hongkong businessmen who went back to the mainland to engage in retail since the reform and opening up, has a rich experience in clothing marketing. It has been summed up as a perfect combination of people, goods and shops.

Store: lock-in target consumer group

People and goods can be adjusted continuously and changed in a timely manner, but once the site is fixed, the general trend is fixed.

"Lock-in target consumers often haunt." Chen Xiaobang's key to AZONA site selection is that "site selection is quite large and has a decisive effect on sales."

Therefore, we must do a lot of investigation before locating the site. First we should find out the consumption consciousness and habits of the target consumers, and study the places where they gather and haunt. "For example, the consumption target of AZONA is a more mature white-collar family with good taste, so the location should be placed in the middle and high grade office buildings. A ZONA's first specialized shop in Guangzhou settled in Tianhe City. A02 is tailor-made for women who are avant-garde, young and have some economic strength, so Shanghai's boutique is selected in these young people's podian concentrates, such as Shanghai's new world, Beijing's Wangfujing. The huge passenger flow and consumption power have a direct and powerful influence on the establishment and dissemination of its brand image. Compared with department stores, Chen believes that they prefer to set their sights on modern large-scale shopping malls with advanced equipment and perfect matching, including shopping, eating, drinking, playing and enjoying.

People: train shop assistants as image consultants

For a sale Fashion dress For the brand, the salesperson's task is no longer a simple promotion. The customer requests that besides the thoughtful service, the role of the shop assistant should be a popular intelligence provider and image consultant. For this reason, the company has trained staff for a long time. Recently, millions of dollars have been spent. The most famous companies in Hongkong retail management service training are first trained on front-line staff, including service attitude, marketing skills, standard terms, goods collection, placement and matching. Each step of the entire sales process is photographed, starting from two positive and negative cases, giving systematic and comprehensive guidance to employees, and at the same time carrying out training for staff to enhance their enthusiasm for work, so as to enhance the team spirit of cooperation and competitiveness. Besides the training of the sales team, the management of the design group is equally important. They invited Hongkong's first class designers and photographers to join them, so that they could keep participating in the latest fashion show and study and learn from the forefront of the fashion world. They could catch the trend of the fashion and create new spirits at any time, and then combined with the consumption characteristics of different regions in the mainland, and the decoration style of the store would be adjusted accordingly with the prevailing mainstream of fashion in the season.

Goods: no amount of discount, no discount.

"We should accurately control the stock of goods according to the market sales situation and the trend of the trend, so that we do not want to attract customers with discounts." Chen is very proud of this.

For the current low market three to eighty percent off, ninety percent off low price of clothing dumping, Chen said, for its brand name followers, it is a great shake of its loyalty and trust, for enterprises, it is a short-sighted behavior, the disadvantages are less.

AZONA's ordering strategy for specialized shops is more and less, minimizing inventory. The design department of the company will design up to 500 - 600 styles per quarter, regularly launch a batch of new goods every two weeks, keep new goods at the time of the store, and send the news to VIP by the telecom department for the first time, so as to surprise customers and promote their desire to buy. Besides A and ZONA, the same is true. Fashion consumption The famous brand mobile interaction of products, the AZONA clothing that can spend a certain amount of money can get the latest mobile phone, and it is a new attempt.

For AZONA, a season break is a strategy and an art. In February of this year, for example, they did not use the usual practice of selling the goods in the two seasons of the fall and winter in the spring, but took them back, but sold the last spring goods as low as half off. So for the customers, the price attraction was one of them, and more importantly, it could be used immediately after the purchase. Unlike the usual clothing discount, the spring season goods sold in autumn and winter, although the price is low, must wait for nearly a year. The effect of this move is very obvious. In February this year, the discount rate decreased by 1% compared with the same period last year, while the business volume increased by 10%.