The Success Of Clothing Chain "One Needle And One Thread"

From sales

To change clothes to chain stores, "one needle and one line", business sense of smell plus heart management, so that Pan Junmin's entrepreneurial path is plain sailing, but will he be able to borrow e-commerce in the future?

The sudden snowfall in Shanghai in early 2008 reminded Pan Junmin of 10 years ago.

The day when the sales manager sells leather clothing at the major department stores.

After that, winter seemed to have never been there. In 1998, Pan Junmin also sniffed the old leather jacket with warmth as the function to fade away, and he quickly changed his career.

At that time, a friend pointed out a way to him: go to the mall to change clothes.

Two or three sewing machines, a secluded corner, and then connected to the counter to plug in the work - "comfortable" (easy and stable).

"At that time, they told me that they could do whatever they like."

Pan Junmin smiled and said, "the result is 11 years."

11 years, of course, it can't be done as a tailor.

After investigation, Pan Junmin found that with the emergence of more and more new communities in Shanghai, there were fewer and fewer private small tailoring shops which were common before. More importantly, clothes were becoming more and more diverse. Many versions of clothes had to be modified to suit the shape of Asians. Many people did not know where to put their valuables to rest.

This is the original intention of Pan Junmin to set up "one needle and one line" professional dress modification chain.

Nowadays, apart from the 17 shops in Shanghai, "one needle and one thread" has gone to Shanghai, and shops in Wuxi and Suzhou.

These 19 stores all adopt the way of joint venture with shopping malls.

Apart from Yongan department store, Yongxin department store and sixth department stores, three are traditional department stores, the rest are foreign shopping centers or Shopping Mall.

Pan Junmin never thought of going out of the store: apart from the high rent, cooperation with shopping malls would often make customers feel that their reputation was guaranteed. In addition, the requirements for dress modification from different counters also constituted the "needle and thread" business.

After a long period of cooperation, Pan Junmin and all counters had a tacit understanding. Money usually takes a monthly way.

If there are non special customers, they will be settled on the spot.

When I first started my business,

He only deals with traditional department stores, but he soon finds that this is not a permanent solution.

Many traditional department stores have their own counters to modify their clothes.

Even if they are willing to cooperate with the "one needle and one line", the shopping mall has not taken Pan Junmin seriously.

So the pavement is arranged in the safety passage, and even if the fire inspection is going to be closed for a few days, the teacher who is responsible for changing clothes often dares not put the valuable clothes in the store, but can only carry them home.

Pan Junmin did not feel wronged. He decided to go and talk with the foreign department store.

The first company that he felt respected was Huaihailu Road Parkson.

"Parkson feels that once we have decided to cooperate, this place must be as good as an image counter."

Pan Junmin was greatly encouraged by this attitude.

He found an experienced master with 3 shops.

Shifu usually does not talk directly with customers, and the communication is handled by the front desk.

At the same time, the front desk also serves as the role of the store manager. He must be familiar with the various techniques of clothing modification and be patient.

Usually, the front desk of the "one needle and one line" should learn from six different clothes masters for half a year while training while working.

Every receptionist must have to finalize every detail, and sometimes make a simple proofing, so that customers can try to formally modify them after trying them on.

In 2005, "

"To 10," Pan Junmin has been invited to shop.

When entering a newly opened department store, when other partners ask for better locations in the shopping mall, Pan Junmin asks for some remote locations to be allocated to "one needle and one thread".

Past experience tells him that the location of the new shopping mall will be sold to other counters when the rental rate is not high enough, because "shopping centres should pay attention to the average benefit".

In the early years, "one needle and one thread" to promote their popularity, often went to the shopping malls to visit the head of the counters, sent leaflets and sent some small gifts.

Counters are also very helpful, and guests need to be modified to introduce "one needle and one line".

Gradually, Pan Junmin had many repeat customers.

Now it faces different customers every day. "Almost every case is a case".

The cashmere sweater was sent to a hole that was much more like a machine gun. There were also fur in a specially designed wooden box.

Although most customers send clothes to dress for better looks, there are many examples of heavy emotions.

The cashmere sweater, which was full of holes, once made Pan Junmin very puzzled: in accordance with the price of "one needle and one thread", the money of the hole was enough to buy another one.

However, the customer's reply is: if you repair it, I will not wear it, but I want it to be put away.

"One needle and one thread" divides all orders into two categories: "quick list" and "slow list".

It is often necessary to discuss the "slow list" which is more complicated and more complicated than before. It is often necessary to discuss with customers again and then it will be necessary for customers to try it on in the process of modification, and even accessories may become a problem.

A suit needs to be filled with a button after it is finished.

But this button pattern is special, and no substitute can be found on the market.

Pan Junmin can only go to the button factory to order, and finally pick out 8 grains from 8000 grains.

"One needle and one line" has never been advertise, almost spread by word of mouth, the main customers are concentrated in Shanghai or surrounding areas.

Pan Junmin, the 19 shop, was busy with his own business. He promoted Huang Hua, the outstanding young man in the company, to the marketing manager to deal with business outside Shanghai.

Huang Hua has a steady style of work. He told reporters that "one needle and one thread" is not yet a big development plan. There are business opportunities in Beijing and Guangzhou, but the area is too remote to manage, so it is not yet in the shop plan.

But Huang Hua also said that many domestic and high-end department stores and shopping centers have good brand and environment, but they are a little negligent in clothing modification as an important part of customer service, and there are a series of problems such as image and service concept. This is also the object of our future cooperation, which can enhance their original comprehensive level.

When asked about the threshold of the industry, Pan Junmin's answer was: "they are slowly accumulating word-of-mouth, not a business that can be smashed out with money at once."

Just like the name of "one needle and one thread", Pan Junmin's career belongs to "slow work and meticulous work".

But he hopes that e-commerce can add oil to his company: "we hope that we have better software to help us manage, maybe we can include clothes cleaning and nursing business in the future, or we can try tailoring garments."