Fashion Creates Brand Legend

Set off a popular storm

When Hongkong international management company decides to enter the domestic small adorn industry, all indications are that this field is still a barren land: the trinket in the market is backward in style and has no famous brand; most of the vendors are peddlers, and there are few marketing means; the market competition is chaotic.

"This is a market that implies unlimited development."

Ah Ya company has been concerned about the development of fashion accessories industry at home and abroad. At the first glance, we saw the opportunity and entered a revolution.

By the end of 2002, a fresh

AYAYA has opened in Beijing.

The store has a collection of exquisite products, from the top to the bottom, and the girls are fond of all the trinkets. It is simply a concentration camp for fashion accessories. The shop displays the past closed display cabinets, all of which are open shelves, so that customers can take the goods directly, try to wear them at pleasure, fully satisfy the shopping aspirations of women, and all products are clearly priced, just like a small supermarket. The most impacting force is to adopt a low price strategy that encourages people to "irrational consumption", and all products are priced below ten yuan.

On the day of its opening, it immediately caused a sensation in the market, and the crowd in the small shop was even crowded.

The girls were so happy that they could not help but pick up the whole thing, and bought it again.

They even marvelled at the jewelry while they were amazed: "ah, ah, how beautiful!"

The first store was rapidly successful, making the confidence of ah Ya company high and doubling the market of the Greater China region.

The exclamation from the market is like a clarion call. Dozens of Direct stores in Beijing and Shanghai have opened one after another, and the franchisees have been spreading all over the country.

In June 12, 2003, ah Ya company ushered in the first "Golden Week" after SARS, and signed 11 franchise contracts within one week.

This is an innovative business of jewelry sales: the integration of all kinds of small ornaments in the "ah Ya" brand, take the low-end terminal marketing.

The success of ah Ya company has undoubtedly injected stimulants into the industry.

Just like "a Ya Ya" large-scale enclosure expansion, it is also like a kindling, igniting the Chinese jewelry industry.

For most vendors, the management of trinkets is not as high as the threshold. Since "ah Ya" brings a completely new business model, the direct application is also effective.

After waking up one night, ah Ya suddenly found that the "brothers and sisters" with similar faces appeared before and after.

But counterfeiters often only know their fur and seldom go beyond it. The direct result is a market order that has just been disrupted.

As counterfeiters can not guarantee the quality of products, the jewelry market has encountered an unprecedented credibility crisis, and "ah Ya" is in danger.

Success is swift and fierce, and challenges are extremely dangerous.

The development of a new thing is bound to go through a disorder or even a chaotic process.

Creating a new era of jewelry industry is just the beginning. How can we lead the industry? Ah Ya company decides to launch a comprehensive attack.

A leader is one step faster than his opponent.

In the short term, ah Ya shop has changed its face, unified shop style, unified shop color, and all the materials of the licensing materials. Besides the exquisite aluminum plastic panels, it also printed the logo of ah ya.

The appearance of the new "ah Ya" image shows the style of "delicate, fashionable and exquisite" and jumped out of many fashion accessories shops immediately.

A special anti-counterfeiting team has also been dispatched at the same time, specializing in the market's "x Ya ah" counterfeiters.

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These adjustments are just the iceberg on the surface, and the decision making layer of ah Ya has a more core content innovation.

The basic reason why trinkets attract young girls' attention is that they are closely linked with the popular pulse, while selling small ornaments relies on small profits but quick turnover.

Therefore, the products sold must be new, and keep pace with market changes and fashionable rhythm. Otherwise, they will be easily eliminated.

This is why many small traders do not do well in this small business.

The only way out for this industry is to run faster than rivals.

Ah ya, the decision making level decides to win by speed, with one step quicker and winning a thousand li.

Paris, Seoul and Hongkong are the world.

The resort and ah Ya company extended their tentacles here in time.

A group of fashion buyers were sent to these places to collect fashion messages and send them back to ah Ya company headquarters. The product development staff of ah Ya company integrated all fashion information to develop fashionable products suitable for the domestic market.

At the same time, "ah Ya" has been working with Korea, Japan and other enterprises for a long time to develop new accessories. Now, the products developed each year have reached over 10000 kinds.

In the aspect of goods pportation, ah Ya has set up its own logistics channel to minimize the cycle and achieve the shortest time in the store.

For example, franchisees can look for goods they need through the company's website or information. They can ask for goods by telephone, e-mail or fax, and they can receive goods within 3 days, which is the fastest distribution speed in the same industry.

From product design, production to pportation, it is a process of interlocking, but it is also a process of fighting against time. All products must be scramble to catch up with competitors before imitating the market.

When the imitators followed the wind, "ah Ya" had already eliminated the old products, and quickly launched a new series of fashion products.

This decision is undoubtedly successful. Ah Ya shop always leaves such an impression to fashionable girls: "ah Ya" is the most fashionable and fresh thing.

It is precisely because "ah Ya" is always making innovations and constantly creating fashion trends. It gradually gets rid of similar shops and becomes the leader of fashion accessories.

Of course, the smooth and unimpeded operation process depends on the smooth and rigorous management mode of the whole enterprise system.

Ah Ya company has realized the e-business information network in management. The company has constructed the computer business network system, established the computer terminal network in all links of management, production and sales, and realized the internal resource sharing and network management.

The modern management mode reduces the management cost and realizes the high efficiency of operation.

After a series of innovative actions, "ah Ya" went far ahead of the industry.

From "master" to "expert"

Because new and changing products have vitality, the consumers who are destined to "fashion" are "disloyal".

How to firmly grasp the heart of consumer groups, from "free purchase" to "brand consumption" has become the top priority of ah ya.

After market analysis, ah Ya planning layer thinks: constantly pursue brand differentiation.

At that time, the "ah Ya" business has gone far beyond the category of jewelry. Apart from accessories, toys, cosmetics, cosmetic tools and other products account for a large proportion. "Jewelry shop" can not fully explain the scope of operation and brand connotation of the ah ya; in the face of all the jewellery shops everywhere, "ah Ya" needs to further highlight its brand personality, so that consumers can distinguish it from the ordinary jewelry store.

In early 2005, ah Ya company adjusted the "jewelry store" to "girls' personal products shop", and took the "girl's personal necessities expert" as the market position.

The adjustment of brand positioning is directly reflected in the corresponding adjustment of product categories, so that consumers can feel more directly that "ah Ya" is a retail service provider that provides personal personal necessities for girls.

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Since then, the "ah Ya" brand promotion method has also been upgraded from "single advertisement, promotion" to "integrated brand communication".

First of all, fashion stars are used as spokesmen for brand image.

Ah Ya company chose the popular star Jolin and held a grand press conference in Shanghai.

At the same time, ah Ya company takes the opportunity to carry out a massive promotional campaign in all major cities of the country: all the purchases of ah Ya products during the event will be accompanied by "ah Ya 2004 Jolin Shanghai concert" posters, skillfully integrating the ah Ya brand with Jolin.

When Jolin held a solo concert in Shanghai and Beijing, ah Ya grabbed the opportunity, named it exclusively, and carried out "carpet" media bombing on Sina and other Internet media.

Of course, posters, leaflets and other terminal propaganda tools on the concert are also posted in the store of all the big cities in the city.

Employing "big name" stars as spokesmen, "ah Ya" undoubtedly created a precedent for the jewelry industry. It has a heavy publicity effect, and with the help of the star status, it quickly raised its brand awareness.

This attempt has made ah ya a success. Therefore, in 2005, when Super Girls was popular all over the country, ah Ya was unwilling to fall off this wonderful fashion feast, and exclusively sponsored the "super girls" adorned with them.

Hundreds of thousands of millions of millions of "corn, box lunch, pen fans" are also the target customers of "ah Ya". You know, the power of idols is enormous.

In order to further consolidate and enhance brand awareness, ah Ya launched the "three golden flower" communication strategy in the whole country: the combination of print media, network promotion and terminal publicity.

In particular, ah Ya terminal publicity, through vivid product display, with the help of beautiful posters, triangular flag and other promotional tools, shop in the shop to create a kind of warm or bright, or interesting atmosphere, so that shoppers can be amiable, close, lovely feeling.

The big brand campaign is like a wave of whirlwind, which keeps attacking the eyes of fashion crowd, and the spread of "ah Ya" is more and more widespread.

At the beginning of 2005, the AI Ya global joined the chain plan started to start, "ah Ya" officially landed in the international market.

So far, "ah Ya" is China's most influential and most influential chain store for girls, and its operation and development are in line with international standards.

The rapid development of "ah Ya" is regarded as a legend.

In fact, any industry may have unexpected miracles, as long as we dare to innovate.