A Korean Business Story Of Starting A Clothing Store In Beijing

In 2011, the small gold wardrobe had five Direct stores, its business income doubled that of last year, and the market of Kim s Closet also became more fractionize, focusing on white collar women.

Now, the small gold wardrobe is no longer worried about its positioning.

"If you are a female reader, when you buy clothes, you will see a lot of scarlet clothes or clothes that are covered with sequins and drills. After being tempted to buy them, they will not wear them for several times."

Jin Liangxiu, founder of "Xiao Jin Wardrobe", expounded her views directly to reporters.

And the small gold wardrobe advocates simple nature is the most beautiful. Kim Liang Su is more willing to provide classic Joker fashion for people.

South Korean girl Kim Liang Ho, who graduated from Peking University's accounting major, entered the SBS company of Beijing, South Korea. Because of the strict distinction between South Korean work and clothes worn by ordinary people, Koreans wore formal clothes to work, and Jin Liang Xia was dressed up with stockings and high heels in winter.

Especially in the Bank of China.

Jin Liangxiu basically flew back to Korea every Friday and went home to buy clothes.

Colleagues and friends brought her clothes back, and she had a favorable response to her choice.

Jin Liang, who loves fashion instinct, decides to start a business.

In 2007, her first store opened in the SOHO store, and she was named small gold wardrobe because of her love to call her little gold.

She was at work in SBS TV station Beijing company at that time. She went downstairs around the SOHO circle around the building at noon, and the two layers of ten square meters in the SOHO infirm. She saw the lease for less than 2 hours to sign the lease contract, from the Shili River building materials market to buy the decoration materials to the second-hand furniture decoration, and the first time from South Korea, less than 30 thousand dollars.

On the first day of operation, the water was more than two thousand yuan, when she was so happy that she went out to drink with the clerk immediately.

About ten square meters of small gold wardrobe, are all basic, white shirt, white cotton T-shirt, black suit pants, plain colored little suit.

Young girls buy clothes mainly for fashion and color, while the small gold wardrobe is more concerned with providing tailored clothing to customers, which can better highlight the customer's figure.

80% of the clothes in Xiaojin wardrobe are M or S, and more than half of them are M.

"Women tend to buy smaller clothes and get better shape."

This is Xiaojin's personal management skills.

The clothes of Xiaojin wardrobe can also be worn after washing, and a simple basic matching is a star equipment.

So the repeat customers are on the rise.

Soon the boss of the despot did not work.

This small ten square meter small gold closet almost diverted all the women's customers in the mall, and the small gold wardrobe moved out of business because of its hot business.

"Your clothes are too formal.

"Why don't you wear it?" "why don't you have any red or yellow clothes? Why do you have any lace in this season? Why are your clothes so dark?"

When someone later asked if there was a dress for the next size one, the little gold with a straight temper allowed her to lose weight first.

When this argument is more numerous, Xiao Jin has begun to waver. After all, the customers are almost all Chinese, while Chinese estimate that the formal dress is understood as a work clothes. In fact, formal dress can also be very simple and classic.

Different ways of collocation are different temperament.

China does not have such a habit of dressing, but the distinction is not very obvious.

Should we consider the actual situation in China?

So she began to enter some L, bright clothes, and stubborn little gold decided not to enter.

Since then, she has even listened to her own aesthetics. Clothes and goods will not be considered in light pink or lace dress. They are definitely not round head shoes and heel shoes. All shoes are fine heel shoes.

Clothes should not be overdone.

Refuse everything that is not good.

High waist shirts, slender black suits, chic hats and thin heels are the best selling products of the small gold wardrobe.

Before buying, the fussy customer was dressed in a small gold wardrobe and became a loyal customer of a small gold wardrobe.

Xiao Jin has studied the average age of customers, ranging from 25 to 40 years old. The core customers are women aged 29 to 35.

Most of them work in foreign companies, media and banks.

These consumers have gained some social status and have the ability to consume.

The little gold wardrobe understands the daily dressing habits of these white collar women.

Her customers gradually expanded from the white-collar of SOHO office to the host of the TV station, the PR of CBD business district and the staff of CBD foreign company.

Since 2007, there have been more customers in the past four or five years.

Why don't small gold wardrobes sell bags, because consumers of small gold closets are sure to carry designer bags.

Xiao Jin believes that the clothing market is different, clothes are constantly changing, and Chinese fashion trends and fashion are still the core keywords.

They can afford big clothes, but they are unlikely to buy too many big clothes.

2009 is a key turning point for the small gold wardrobe. Xiao Jin has registered the women's clothing brand Kim 's Closet, putting the weight of the business to Kim' s Closet women's wear brand.

She made a quick decision to end her interest in business and stop playing the business of gambling.

A year later, she resigned from the bank's work, telephoned her friend who worked in L'OREAL group, and began to pave the way for Kim 's Closet.

Kim s Closet is exploring such a way: it can complete the integration of professional wear and fashion with tailor cutting, simple style and classic color, and provide a high quality medium price choice for good quality white-collar women.

In terms of pricing, the basic dress is less than one hundred yuan, Masa Maso some thirty thousand or forty thousand fur, Kim 's Closet only 4 thousand yuan.

Kim 's Closet will always insist on providing classic clothes for the medium priced market.

Many old customers reacted to buy a simple lady's white shirt. Now most of the shirts on the market are studded with water drill. After shopping in the mall, they will basically return empty handed.

On the Kim s Closet's bestseller list, the basic funds always sit there, often.

UNIQLO (UNIQLO) is a relatively good business of Xiaojin. In Jin Liangxiu's view, UNIQLO is walking a simple and versatile route.

But the style is simple.

However, his ideas and Kim 's Closet have some similarities.

1 years later, when UNIQLO was a small gold wardrobe, he entered China.

UNIQLO's operation capability and supply chain front-end and background management.

This is a very good system.