Sheng Jingsheng: New Deal Starts From Zero &Nbsp; Chinese Style Fast Fashion.

"From now on, Luo Meng will take the opening of the international business building as an opportunity to implement the" 9010 project ", that is, put 90% of the energy on product R & D and marketing, and put 10% of the energy on production.

Sheng Jingsheng said.

Luo Meng, in his brand upgrading of the "five year strategic development plan", clearly enlisted the innovation system: enterprise production management, channel development, terminal marketing, brand promotion, organization and management.

The starting point of this innovation and upgrading is undoubtedly the master key general marketing strategy.

"100% return, zero inventory operation", the original order system was changed to quick distribution system.

Luo Meng's unique "

Weight reduction: making marketing light

"Zero inventory does not mean that there is no stock, but to minimize inventory, mainly to prevent franchisees from taking any inventory risk.

A small amount of stock will be reclaimed by the company and sold in a discount store for the two time.

In order to ensure that agents can easily open stores and shop at ease, Luo promised to reduce the inventory pressure of dealers by the most effective way, and solve their worries for the development of terminal stores.

Sheng Jingsheng expressed great confidence in this important new deal which attracted countless agents' attention.

Through the "zero inventory" franchise mode and the information management of the franchisees, Luo Meng can understand the sales situation of the franchisees in time, and take special measures to deal with the returned stock products, so as to solve problems for franchisees.

What can make the brand more comfortable than the agent's light load?

Since the birth of clothing enterprises, it is difficult to get rid of the hidden worries of inventory.

For clothing brand agents and franchisees, inventory is also a big stone that can not be placed in mind.

It is not only a burden, a cost, a capital ineffective occupation, but also restricts the return of franchisees.

"Traditional franchise mode of cross season ordering system, multi-level agent system mode, so that most franchisees suffer enormous inventory pressure.

It not only leads to the increase of the cost of goods in circulation, but also makes the goods have no competitive advantage in the terminal price, lack of profit margins, and make the agents unstable.

Sheng Jingsheng's view is the heart of many agents.

"For apparel franchisees, laymen think they are just selling products, and in fact, their more important task is to operate capital.

Therefore, they are more concerned about the turnover speed of their own funds in clothing products.

For them, on the basis of ensuring the quality of products, it is more important to enable limited funds to run quickly.

The "quick distribution mode" launched by Luo Meng has opened up a new page in the business of garment agents in order to reduce costs and raise management level.

Whether inventory is zero or not, the execution power of new mode is still the key.

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Speed: fast fashion decoder

In the eyes of Sheng Jing, Luo Meng's new deal also contains a key word - fast fashion.

"Break up the whole," quickly open shop, "quick distribution" quick goods.

For a brand with more than 1500 stores and a popular image, how to achieve elephant dancing is the key to Rome's fashion turn.

"In the next 5 years, the number of terminal stores in the Roman plan will increase from more than 1500 to 4000.

Apart from the increase in quantity, the brand is more meticulous and rational in the division of the market, and the brand sales network is divided into two parts.

From dozens of square meters of MINI shops, community / University stores, to hundreds of square meters of flagship stores, according to the location and attributes of the store, Luo Meng will provide franchisees solutions to franchisees, including from store design, goods distribution to business planning and other aspects. Franchisees can find the most suitable taste like A and B meals.

"The domestic market environment is very complex. Many international fashion brands have strong momentum in the domestic primary market, but they are also faced with the problem of channel difficulty.

For example, in Lijiang, it is only suitable for opening small MINI shops and special stores, which are not accessible to international brands, and brands like Roman are fully equipped with this flexibility.

Sheng Jingsheng said.

Ordering 12 times a year is one of the important ways to achieve fast fashion in the new deal.

In addition to the 3 quarter regular orders, the 9 online order will be an effective complement to the traditional ordering method.

The franchisee can complete the monthly order of new products through the e-commerce platform, and the company will ensure that the goods are sent within 15 days after receiving the order and payment.

"Decades of good faith management, adherence to the local culture and loyalty to the garment industry further enhanced Roman's"

Under the fast fashion concept, Luo Meng's new deal will highlight the characteristics of product parity, whether it is design development or production process, all on Luo Meng's own platform.

Good control of cost is an important support for the realization of the ideal of parity in the new deal.

"For many partners, Luo Meng is a trustworthy brand, and the harmonious development with partners has always been a commitment of Rome.

Low cost, zero risk, and guaranteed profits are a great temptation to all investors.

When more people want to open a Roman store, the brand is not far from our anticipated success. "

Transformation: the first brand of popular fashion

"Luo Meng is the" red belt tailor inheritor ", regardless of its own needs or from the historical responsibility, Luo Meng has the obligation to continue to innovate in the field of clothing practice, to demonstrate the upgrading of China's garment industry.

The pformation from traditional classic brand to popular fashion brand should be interpreted as a deeper exploration of brand connotation.

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2010 was the most pformative year for Rome.

This year, Luo Meng Weihai International Commercial Affairs Building was officially launched as "design, business, fashion, energy saving and environmental protection". This year, Luo Meng announced in a high-profile way to create "the first brand of Chinese popular fashion". This year, Luo Meng fully launched a new generation of celebrity spokesperson Jimmy Lin, whose image is more young and fashionable.

All of these foreshadowed the pformation of Roman's new deal.

"At present, the domestic garment industry has encountered the dual pressure of international brands including fast fashion brands to scrambling for the Chinese market, as well as the double pressures of foreign trade enterprises attacking the domestic market in succession, and the market competition is becoming increasingly fierce. All brands are looking for new growth points, trying to achieve self breakthrough.

After careful exploration, Luo Meng confirmed that he was "the first brand of Chinese popular fashion".

In fact, Luo Meng has long recognized the importance and necessity of brand innovation and enterprise pformation and upgrading. A profound change is being promoted from inside to outside.

Sheng Jingsheng said that Luo Meng should serve the largest range of consumer groups, open stores to all levels of the market and become the "China's first fashion brand".

"Men

The younger generation naturally disdains the traditional suit suits of the elders, and is no longer able to win their favor with big cards.

They have their own understanding and ideas about fashion and fashion. They have their favorite designs. What they need is their younger fashions.

"The collection of classic charm and the new sharp fashion in one, the new trend is inspired by this group.

It is not only to make the brand tend to be fashionable and young, but also to identify the direction of "fast fashion", and will make full use of the "popular fashion brand" to further broaden the consumer group, so that the demand for urban fashion personages will have more choices.

It is worth mentioning that Luo Meng has launched a new image spokesman, Jimmy Lin. What does this mean?

Reporter's postscript

Although ZARA and other international fast fashion brands have brought a "fast whirlwind" to Chinese and even the world's enterprises, fast fashion can not solve the dress demand with Chinese characteristics. "Culture" is the reason why these brands can not penetrate the domestic market all the time.

The two or three tier cities in China still need market support from domestic brands.

"The success of international brand fast fashion lies in its outstanding product R & D mode and fast logistics system."

Sheng Jingsheng analyzed this way.

"3+9" 12 season quick order mode, 25 weekly renovation speed, one month from the headquarters to the client's logistics speed, Luo Meng can also achieve the last link quickly.

There are two principles for Luo Meng to change, one is not against fashion, the other two is against science.

Sheng Jingsheng said that the first Chinese popular fashion brand created by Luo Meng is essentially "Chinese style fast fashion".

How much memory did Mr. Luo Meng, 25 years old, spend in Sheng Jing's life? This brand penetrated his efforts and dreams.

When asked when his wish of "the first brand of Chinese popular fashion" was realized, Sheng Jingsheng had only one word in his smile: "fast".