Chinese Men'S Wear, Alex, Is Going To Be A Brand Trustee.

Arston men's clothing 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 fast and steady standardized replication of direct management stores. It has developed rapidly to hundreds of businesses in just a few years, becoming a vivid miniature of the transformation and upgrading of the independent brand of Jiangsu garment industry.

In 2005, aldun ton pioneered the new concept of "urban leisure" in the same industry in the whole country, and made 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 men's clothing, using the SPA mode to win quickly, that is, own. Brand clothing Professional retailers. On the one hand, under the unified commodity planning, we take group order production to get the advantage of cost leadership. On the other hand, we have abolished the agent system, which is directly distributed from headquarters to terminal sales through information management and direct 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. From traditional brand agent to fast win SPA mode, alxton is taking the role of industry innovator and forerunner to undertake the important task of industry transformation. The combination of joining and self operated channels is the marketing feature of aldun menswear.

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. And Alton has broken through the traditional franchisee mode, and has formulated a unified operation rule for all stores: the store image is planned by the headquarters of alsteton in accordance with the national chain standard, unified design and guidance construction; the management staff and business personnel of the store are unified recruitment, training, recruitment and management by the headquarter of Alton, and regular supervision and training personnel are followed up for management; commodity prices are implemented nationwide unified retail price, and all stores are kept at the same pace if they encounter promotional activities.

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, chairman 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 12 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 transformed from product competition to brand competition. Therefore, it is very important to work out a feasible brand strategy." The head of the brand center said.

It is understood that in terms of brand promotion, Alton constantly optimizes brand terminal image and strengthens soft cooperation with the media, so that the concept and advanced business mode of Alton enterprise can be truly communicated to consumers, franchisees and investors. At present, the market of Alston is mainly concentrated in the East China region. This year, we will continue to plough Jiangsu deeply, and base ourselves on East China, and gradually layout the national market.

Since its development, Alton has been developing steadily and has been supported by many partners.

As a pioneer of China's SPA business model, Chinese casual men's wear The leader of the chain industry, aldten, plans to develop into 2000 direct chain stores by 2015, breaking through 5000 stores in 2020 and becoming a modern and international large garment industry group.