In The Constant Exploration, The Regional Fashion Has Gradually Pformed.

When you come home from work every day, you can see that when you take frequent casual walks, you will go in and go shopping. If you want to change clothes or lack proper clothing, you will immediately think of this shop. You usually think that this is a convenient supermarket not far from the residential area. Many of you will tell you that this is their own fashion consultant and dress confidant.

At ordinary times, they change their trouser waistline, sit in the shop and chat after dinner, and send food and gifts to each other on holidays. The friendship between customers and the odd shop assistants is constantly growing up in these similar neighborhood trifles, and the size of the park is gradually expanding with the customers' love and trust.

In the past two years,

The store has covered more than 20 provinces and cities, which can be seen in the first tier cities of Shanghai and Beijing, and can also be sought after in the three or four tier cities.

As the scale continues to expand, the number of members has been around the whole country.

Quanzhou, which is mainly made of shoes and clothing, is famous for its brand name. It has developed a new fast fashion brand with its own clothing brand retailing and suddenly rising.

Retail sales are rising by parity strategy.

Parity, the public, to provide customers with value for money clothing, this is Ding Hui, the founder of the brand at the beginning of the establishment of the business philosophy.

Born in the early 70s of last century, Ding Hui, at the age of 40, was elected to the "2012 Fujian business 100 list (mainland list)" with the rapid development and broad prospects of development and outstanding charitable contributions not long ago, ranking the seventy-sixth among many businessmen from Fujian Province.

This includes seven famous wolves, nine herding kings, Li Lang, and powerful men.

As a new force in the list, how did the clothing retailer brand of light assets and resource conserving pattern develop rapidly in the short span of ten years?

In the 80s and 90s of last century, it was catching up with the rise of Quanzhou's economy.

At that time, Ding Hui was still under 20 years old. He saw many students and friends around him set up factories to run factories. He also made money with his family to start making clothes.

The Asian financial crisis in 1997 brought Ding Hui's fashion factory to a certain impact.

With years of accumulated market experience and in-depth understanding of and prospects for the clothing retailing industry, Ding Hui began to pform into retail, and opened a modest clothing store in Chen Tai, home town, Jinjiang, mainly engaged in all kinds of brand of men's clothing.

"At that time, clothing sales gave us a sense of profiteering. Many people think that making fashion is very profitable and selling one hundred yuan for two hundred or three hundred."

Ding Hui is sensitive to the idea of consumers. He believes that this is an opportunity. Since consumers do not agree with profiteering, the role of parity in entering the market is likely to be in a favorable competitive situation.

In order to control costs, Ding Hui's boutique didn't open up the golden section of downtown Jinjiang, but opened a more than 70 square meter shop on the side of Chen Dai's road, and named it "the odd price parity", and began to launch the idea of "parity fashion".

"Although small and clothing cheap, it can sell millions of sales in one year."

In 2001, the Qingyang store opened in Jinjiang, and entered the market with the "wonder fashion chain".

Two perfect pformation to establish a distinctive business model

Every successful brand is gradually changing and developing in continuous exploration.

"There is no sunset industry, only enterprises that do not know how to change."

Ding Hui firmly believes that "selecting and refining a business model that is consistent with market and self development and core competitive advantage is very important for the development of an enterprise."

Strive to become the leading brand of Chinese apparel retailers

In fashion apparel industry, the implementation of "fast fashion" strategy ZARA is undoubtedly a successful example to satisfy the needs of consumers.

From the beginning of the first ZARA store, we can see its unique business mode. In the process of learning from the international fast fashion brands such as UNIQLO and UNIQLO, we have gradually realized "fast, accurate and low cost", and have made our own characteristics on the way to win the leading brand of Chinese apparel retailers.

"We use the SPA mode innovatively, implement the information-based supply chain management on this basis, make the terminal information share in real time through the system management, and effectively improve the whole supply chain's quick response to the market.

At present, it takes only 3 weeks from the commodity design to the shelf.

Ding Hui explained.

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We can see many

All of them are "membership", but they only stop at customers' discounts.

Using the member's information more deeply, and through the member database marketing, he deeply analyzed and excavated the members' basic information, every consumption data and every consumption behavior, accurately grasped the demand of the members' commodities, and carried out commodity planning, design, production and supply as the basis for this, realized the customer demand oriented commodity supply mode, and also reduced the risk of commodity development.

It is understood that the characteristics of "odd database marketing" is also compiled by the Northwestern University as a EMBA textbook, and is also selected as the Harvard Case Library.

In addition, the company has set up separate warehouses in the national market to facilitate warehousing and logistics, thus reducing operating costs in this area.

On the other hand, with the mastery of members' information, we use direct marketing, such as website, email, SMS, mobile phone, and so on, to make precise marketing for all members, reduce advertising cost and be more effective, and achieve effective cost control.

Therefore, despite the fact that the clothes of VIC are very fashionable, they can provide consumers with a relatively low price.

In the era of increasingly individualized consumption and fashion, relatively inexpensive, fast updating, and fashionable products can not make consumers flock to the market. This demand oriented model can undoubtedly respond well to the aspirations of members of customers and make them a loyal brand followers.

We must say that Ding Hui is well versed in the way of clothing retailing, and "competing for the leading brand of China's clothing retailing" is also regarded as the development goal of the National Park.

Although China is a large garment country, it is mainly traditional clothing manufacturing enterprises dominated by "OEM".

We know that garment processing is the lowest profit link in the apparel industry chain. Therefore, the garment industry in China is changing from manufacturing to market. From the low value added production in the past to the high value added to retail terminals, garment retailers who control canal management, supply chain response, commodities and services are undoubtedly the most powerful pioneers, representing the future development trend of the garment industry.

The researchers in the clothing industry said that the group represented by North Chi.

Retailers, effectively controlling the direction of the clothing market, conform to the trend of market development, and will certainly become a new benchmark for the development of the clothing market.