The Success Of Brand Store AZONA

Once upon a time, the clothing retail and chain of Hongkong brand were leading the domestic apparel market with its advanced management concepts and models, such as Giordano and G2OOO. However, as the domestic market matured and increasingly fierce competition in the industry, some well-known Hong Kong brand brands no longer passed or quietly quit.

(ah Sang Na) is in the opposite direction. There are more than 100 franchised stores in the form of direct camp and chain franchise, which are firmly rooted in the large fashion women's clothing brand market in China.

For its successful marketing operation, Chen Xiaobang, the retail operation manager of Southern China region, who has been the first batch of Hongkong to retail in the mainland since the reform and opening up, has a rich experience in clothing marketing, and it summarizes it as a perfect combination of people, goods and stores.

Store: lock-in target consumer group

People and goods can be adjusted continuously and changed in a timely manner, but once the site is fixed, the general trend is fixed.

"Lock-in target consumers often haunt."

In a word of the key to the location of the AZONA, "the investment of the site is very large, and it has a decisive effect on the impact of sales."

Therefore, we must do a lot of investigation before locating the site. First we should find out the consumption consciousness and habits of the target consumers, and study the places where they gather and haunt.

"For example, the consumption target of AZONA is a more mature white-collar family with good taste, so the location should be placed in the middle and high grade office buildings.

A ZONA's first specialized shop in Guangzhou settled in Tianhe City.

A02 is tailor-made for women who are avant-garde, young and have some economic strength, so Shanghai's boutique is selected in these young people's podian concentrates, such as Shanghai's new world, Beijing's Wangfujing.

The huge passenger flow and consumption power have a direct and powerful influence on the establishment and dissemination of its brand image.

Compared with department stores, Chen believes that they prefer to set their sights on modern large-scale shopping malls with advanced equipment and perfect matching, including shopping, eating, drinking, playing and enjoying.

People: train shop assistants as image consultants

For a sale

For the brand, the salesperson's task is no longer a simple promotion. The customer requests that besides the thoughtful service, the role of the shop assistant should be a popular intelligence provider and image consultant.

For this reason, the company has trained staff for a long time.

Recently, millions of dollars have been spent. The most famous companies in Hongkong retail management service training are first trained on front-line staff, including service attitude, marketing skills, standard terms, goods collection, placement and matching. Each step of the entire sales process is photographed, starting from two positive and negative cases, giving systematic and comprehensive guidance to employees, and at the same time carrying out training for staff to enhance their enthusiasm for work, so as to enhance the team spirit of cooperation and competitiveness.

Besides the training of the sales team, the management of the design group is equally important. They invited Hongkong's first class designers and photographers to join them, so that they could keep participating in the latest fashion show and study and learn from the forefront of the fashion world. They could catch the trend of the fashion and create new spirits at any time, and then combined with the consumption characteristics of different regions in the mainland, and the decoration style of the store would be adjusted accordingly with the prevailing mainstream of fashion in the season.

Goods: no amount of discount, no discount.

"We should accurately control the stock of goods according to the market sales situation and the trend of the trend, so that we do not want to attract customers with discounts."

Chen is very proud of this.

For the current low market three to eighty percent off, ninety percent off low price of clothing dumping, Chen said, for its brand name followers, it is a great shake of its loyalty and trust, for enterprises, it is a short-sighted behavior, the disadvantages are less.

AZONA's ordering strategy for specialized shops is more and less, minimizing inventory.

The design department of the company designs up to 500 to 600 items per quarter, and regularly launches a batch of new products every two weeks. It keeps the store having new products every day, and sends the news of new products to the VIP through the telecommunications department for the first time, so as to constantly surprise customers and promote their desire to buy.

In addition, AZONA is interactive with the famous brand mobile phones that are also fashionable consumer goods. Any AZONA clothing that consums a certain amount of money can get the latest mobile phone, and it is a new attempt.