Fast Fashion Brands Enter The Quanzhou Market. Light Assets Women'S Clothing Is Facing Challenges.

In recent years, with the further sinks of multinational brand sales channels, the international fast fashion brand, represented by ZARA, UNIQLO and H&M, has been "killed" into the three tier cities.

The price is not too high, the popularity is high enough, the style is changeable and novel, is their common characteristic.

In this subdivision market, international brand names have been blocked by Quanzhou's light assets women's clothing, which is also redesigned, light production, updated styles and good momentum of development.

A brand power rising rapidly in the clothing industry.

Spend huge sums of money on new business circles

Although many brands claim that they are individualized and their respective consumer groups are different, sales channels also have different emphases. However, it is undeniable that competition still exists and the short-term diversion of customers can not be avoided.

As soon as Wanda's imminent arrival in Quanzhou came to the news, women's clothing enterprises had already predicted the competitive situation of "fighting new business circles".

Therefore, Jinyuan, neighbourhood girls and other Quanzhou light assets women's clothing brand layout in advance, since last year, the image of new store, sales new terminal expansion has not stopped.

Take Jinyuan as an example. This year they continued to upgrade their terminal stores on the market base of last year.

In the more than 10 provinces and municipalities, the number of stores has gradually increased in recent years. At present, there are 100 direct stores and 550 general stores.

After seeing the potential of Wanda new business circle this year, they invested heavily in buying two stores on the pedestrian street near Puxi Wanda to create the conditions for competing with multinational brands.

"It is estimated that the investment of two stores may be close to 10 million yuan."

The industry believes that from the analysis of the gradual increase of rent situation in recent years, the direct purchase of storefront can avoid future development in a passive situation.

The reporter understands, often with the next door girl near the store's proud name, has decided to enter Wanda opened a special counter.

"The brand operation of the enterprise has been 10 years old, and the storefront has reached nearly a thousand scale. From the perspective of developing the market in other provinces before, the prosperity of the business circle takes time to cultivate."

Mao Jinhua of Jinyuan believes that unlike these fast fashion brands, the Jinyuan has always insisted on the existence of exclusive stores, and people's traffic volume is guaranteed within 3 kilometers of the commercial circle.

Take "quick word" to participate in competition

Mao Jinhua originally served the men's clothing brand enterprise in the front line of Quanzhou, and joined in the dress of Jinyuan women's clothing.

Jinyuan completely abandoned the order system of traditional men's clothing, and developed a unique business model of "golden butterfly wings", which took the lead in changing the traditional weather forecast order mode and chose a distinctive distribution system.

What is the difference between the distribution system and the order system? It can fully meet the immediate needs of customers, keep pace with the latest fashion trend, what products the market needs, what products will be provided by Jinyuan, and what products the dealers will sell. This marketing mode of "on-demand production, on demand, supply and demand" makes dealers no need to assume great operational risks.

"In order to achieve the goal of win-win, we also allow dealers to have a certain proportion of the return mechanism, which also controls inventory from the source."

Mao Jinhua said that the factory today sent more than 10 thousand pieces of clothing products, and the company can distribute them to the terminal stores in two days by express, special line, shuttle bus and other logistics.

Dealers can get a batch of new products every 14 days, and window displays will be changed every 3 days.

Similar to Jinyuan, most brands of light assets women choose "fast fashion" development mode.

At present, the ratio of self production and external processing is 1: 1, while women's clothing brands like neighbouring girls and proud brands are more "light". They do not have their own production shops, and cooperate with outsourced production and processing factories on the premise of having brand marketing team to grasp the design trend.

In short, the light assets women's clothing brand emphasizes "fast word tactic", updates the data every day, analyzes and manages the sales situation of the stores.

In addition, they also adopted a strategy of "no price reduction", for example, direct commitments never discount.

In the global economic downturn, China's huge domestic demand market is faced with the competition of many foreign brands. What is the root of the market? It is the fundamental thing to sell things. The root is the stability and quality of the sales force and management team.

As a result, Quanzhou light assets women's wear brand has increased investment in training this year.

After winning the title of "the most fashionable and creative clothing brand" in the Chinese market, the Jinyuan brand invested about 1000000 yuan in the first half of this year, and invested 2011 yuan in training funds to invite famous domestic management trainers to carry out special training for employees in the enterprise.

The girl next door continued to strengthen cooperation with the Quanzhou teachers' College and set up a professional practice base. At the same time, it launched the first and two phase of the training camp for outstanding shop managers.

"Training camp aims to promote the steady implementation of the company's" thousand store talent reserve plan "and create an excellent terminal retail management team to meet the needs of terminal retail management personnel in the rapid development of the company.

Mr. Liao Wenwei, general manager of the next door girl, said that after the store manager trained, they followed the excellent shopping guide camp.

Whether it is school enterprise cooperation or staff training, the purpose is to store energy for the development of enterprises.

"After the expansion of stores in Fujian, Guangdong and Jiangxi in the first half of the year, we began to adjust the strategic layout from the second half of the year, slow down the pace of opening stores, adjust the expansion mode, reserve management talents, and set up our own business schools."

Lin Jinyong, proud and famous, said that in the first half of the year, when he vigorously expanded the store, he found that the construction of the talent team could not keep pace with the opening of the shop. With the slow pace of expansion, he would spend more time on building the management team.

In business schools, shop managers, shopping guides, regional managers and other positions have their own learning materials. Through senior lecturing group lectures and practical training, they can train a large number of terminal operators on a large scale.

Because enterprises believe that the market downturn will not continue, there will always be a recovery day, to catch up before this day, save good strength, accumulate thin.

It is understood that in addition to training terminal sales personnel, these enterprises are also in the design team to enhance their efforts.

"Good design can promote sales, especially women's clothing, pay more attention to the eyeball effect, and the team building of the buyer team and Chen Li is indispensable."

The industry believes that.

Remaining industry chain matching short board

Despite the good momentum of development of Quanzhou light assets women's clothing, enterprises are also determined to invest heavily in cultivating talents and participating in the competition of pnational brands.

Inadequate matching and other deficiencies, and future development is facing challenges.

"Compared with men's wear, women's clothing must be changeable in style, strong in popularity and complex in version. Thus, women's clothing has a short life cycle and is sensitive to price.

From the perspective of enterprises, women's wear needs a long design cycle, complex manufacturing processes, a wide range of accessories, high requirements for the technical level of the operators, and long work hours.

Zhong Minglang, a strategic marketing expert, believes that the core competencies of women's clothing are design capabilities and supporting manufacturing processes.

Quanzhou's shoe-making and garment industry, which has been developing rapidly from scratch in a short span of twenty or thirty years, has chosen a standardized production mode that can be replicated in large quantities. Sportswear and men's clothing have such characteristics. The production process is relatively easy to standardize, and the style and edition are easy to copy.

But because of this, the whole garment industry chain in Quanzhou is mainly for sporting goods, men's wear and leisure wear, and women's clothing is developing in such an environment.

In the training of design ability and the reserve of talents, Guangzhou and Shenzhen have many advantages of women's clothing and foreign trade enterprises, and the group of Jiangsu and Zhejiang women's clothing enterprises can absorb the strength of local clothing and design professional colleges and universities, such as The China Academy of Art and Zhejiang Sci-Tech University.

In terms of information resources, women's clothing enterprises in Guangzhou and Shenzhen rely on Hongkong's world fashion capital, and undoubtedly have a unique advantage. So far, this advantage has always been maintained. In the different market segments of Chinese women's wear brands, Shenzhen and Guangzhou brands are leading the trend, such as brother, Europe and so on.

Therefore, the three key elements of the development of women's clothing, that is, design ability, technology matching and tidal current information, are all obstacles to the development of Quanzhou women's clothing brand.

Enterprises are increasingly aware of the importance of cutting-edge information.

Take the neighbourhood girl brand as an example, it uses the commodity planning center in Guangdong, which is rich and mature in fashion information and process matching and commodity design capabilities. It sets up a buyer's designer team, combining OEM (external processing production) with ODM (external design and production) to combine goods, so as to avoid the short board of Quanzhou women's wear industry chain, and has achieved good results.

At present, domestic women's clothing enterprises generally suffer from stubborn diseases such as high inventory, slow turnover of goods and serious homogenization of products. Marketing management is in the vicious circle of terminal price promotion war. We can see that many international brands such as ZARA and H&M have developed well in China. Some people in the industry have put forward the market competition pattern of Chinese women's wear industry, which is changing rapidly from price competition in the past to competition among factors such as style, fashion and retail environment.

There is even a point of view that as long as women's customers seek new and fast demand characteristics, create a "fast fashion" business model of women's clothing and operate with a quick and effective response mechanism, they can continuously expand the brand's influence and market share.

Is this really true? In fact, this problem has been answered in the Chinese leisure leader brand Me&City and YISHION. The one-sided pursuit of "fast fashion" on the surface has already cost it nearly 2 billion yuan in inventory.

If the brand wants to be "fast", we must first solve the problem of homogenization, which requires a brand differentiated marketing drive strategy.

Zhong Minglang believes that the core competitiveness of the brand comes from the unique marketing drive strategy of the brand, and the marketing drive strategy is like a spindle with a strong foundation. It takes the axis as its axis, commodity planning, retail display, packaging pricing and advertising promotion, and so on, so as to build up the floors in the storey layer, and ultimately stand the wind and rain of competition in the market.

This includes three core strategic logics: who is the customer that we may win (that is, the differentiation of target customers)? Why do customers buy our brand?

Finding a marketing drive strategy that belongs to its own brand can focus on the strategic marketing operation around this core, guiding the R & D planning, channel layout, packaging pricing, retail display and advertising communication, and so on, to form a consistent operation force. Customers feel the distinctive value experience provided by the brand through Commodities, retail environment and services.

Concept

Light assets refer to the business mode of maximizing profits with the least amount of money. For example, some clothing brands are only responsible for design, brand management and marketing channels, outsourcing logistics and production to other companies, enterprises do not have factories or factories.