The Successful Experience Of Fast Fashion

For ready to go Chinese men's wear Speaking, after years of development, China's men's wear industry has become the most mature sub industry in the clothing industry, and is becoming more and more perfect in all aspects of production, management and marketing.

at present Men's wear Product consumption market It is in a transitional period, and the consumption cycle is shrinking. At the same time, with the rise and prosperity of domestic brands and the influx of foreign brands, the competition of domestic men's wear market has risen from low price competition to the competition of brand comprehensive strength. China is expected in the next five years. Men's wear market The brand classification will become more and more clear, and will form part of the brand with leadership.

　　 Aldun Menswear The chain was founded in 2003. After years of careful management, with the development strategy of "focusing on the region, focusing on products, focusing on customers and focusing on breakthroughs", it has implemented the integrated operation mode from the brand operation, commodity planning to production and retail by the unified control of the company. It has quickly realized the fast and steady standardized replication of the chain scale, brand benefit and direct management stores. It has developed rapidly to several hundred in just a few years, and has become a vivid epitome of the transformation and upgrading of the independent brand of Jiangsu garment industry.

In 2005, Aldton In the same industry, we pioneered the new concept of "urban leisure" and made every effort to create the first brand of Chinese city casual menswear. In the process of brand building, Aldton We should focus on strengthening product quality and service level. Through quality products and satisfactory service, plus "high performance price ratio", we have successfully opened up the hearts of consumers, and have continuously promoted brand awareness and reputation.

It is reported that Aldun Menswear Adopt " fast The winning spa mode is private brand clothing professional retailer. 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, and Alton has realized the marketing concept of "fashion, value and money".

From the traditional brand agent to the spa mode of "quick" win, alxton is taking the role of industry innovator and forerunner to undertake the important task of industry transformation.

The marketing feature of Alex men is the combination of the alliance and the self-management channel.

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 Aldton It broke through the traditional franchise mode and formulated a unified operation rule for all stores: 1, the store image was planned by the headquarters of alsteton according to the national chain standard, unified design and guidance construction; 2, operation management, shop managers and business personnel were recruited, trained, recruited and managed by the General Department of Alton, and regular supervision and training personnel were followed up; 3, commodity prices were implemented nationwide unified retail price, and if all promotional activities were conducted, all shops kept the same pace.

In terms of management, alstedon adopts unified vertical management, from the shop location, decoration shop, recruitment training, new store opening, store operation, marketing planning, shop supervision, customer management to financial control and other comprehensive management and guidance, all the franchisees are from the general department. Verticality Direct management, investors only need to understand the business situation regularly, look at the operating statements, 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 talents and talents, talents, talents and talents", Alton was established. personnel Recruitment, personnel training, staff motivation, career planning and other systems, the establishment of the Arton School of business, its effectiveness is like the 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, Aldton The corporate culture is interpreted in terms of twelve 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 the pioneer of China's spa business model and the leader of China's casual men's wear chain industry, aleston 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.