Quanzhou Women's Wear Is Committed To Building A Dual Headquarters Mode.

Although store rents are becoming more and more expensive, Lin Jinyong, general manager of the lifestyle brand SPA, who is proud of her name, has recently decided to open a new store in Zhongshan Road, Quanzhou, which is the tenth exclusive store in the 2.5 kilometer commercial street.

There are 3 other shops in the street. Women's wear Brand also has strong extension desire. The smoke of Zhongshan Road is only a microcosm. There are signs that Quanzhou's fast fashion women's wear section, which has never been concerned by the outside world, is preparing for war recently, launching a nationwide expansion.

However, with the rapid expansion of channels, fast fashion is the purpose. Quanzhou Women's clothing sector is also facing many challenges such as the lag of supply chain management system and the shortage of talent team. Whether these problems can be solved well will determine the overall operation quality and profitability of enterprises after expansion.

　　 Collective expansion impulse

A few days ago, the 2012 annual meeting of the Trojan horse cooperation company was held in Quanzhou headquarters. At the meeting, the flower Trojan CEO He Weiting issued the horn of expansion, and proposed the expansion strategy of the regional rise. This means that the flower Trojan horse, which has been working in Fujian for many years, will stride forward for the first time in Fujian to start the national expansion plan.

"We will energetically expand the central and western regions and present a prairie trend in every single point, which will radiate the whole region and take towns and counties as a breakthrough." He Weiting said that the goal is to expand from the current more than 100 stores to 500 by the end of next year.

In the next 10 years, the goal of the flower Trojan horse is more than 2500, which will fully occupy the Chinese market. He denied that this is the great leap forward, and explained that "the shops that we have developed in recent years are all making money, and the expansion is relatively cautious. We will not rush ahead regardless of the consequences." I have been thinking about the gains and losses of the sports sector.

As the brand of Quanzhou women's clothing that first rushed to the whole country, the girl next door has over 600 chain stores in 14 provinces and autonomous regions. In the strategic layout of the Chinese market, the three markets of Fujian, Zhejiang and Guangdong are formed as the core. "Our goal is to break through 1500 in the next three years." Yan Caidong, the brand director of the neighborhood girl, revealed.

In the field of development, Jin Yuan Women's clothing continues its strategy of advancing at various levels: the Yangtze River and the Yellow River as the boundary, and constantly expand northward. At present, Jinyuan has more than 700 outlets in large and medium cities south of the Yellow River, and the next goal is to cross the Yellow River and continue northward. By the end of this year, there will be more than 1000 stores in Jinyuan.

This year, Fujian is also planning to expand its territory outside the market in Fujian, and plans to make intensive efforts in the regional markets such as Fujian, Zhejiang and Guangdong. "The climate in these provinces is close, relatively speaking, the trend is relatively close." Proud general manager Lin Jinyong explained.

　　 Rough supply chain

Most of the women's clothing brands in Quanzhou hold the banner of SPA and fast fashion, and raise them to a strategic height.

Although every women's clothing brand in Quanzhou claims to have established a fast fashion supply chain system, it is only possible for them to know clearly how the operation results. In the interview, Quanzhou women's clothing brand executives agreed that the domestic women's clothing brand marketing has not yet formed a real sense of supply chain. In the final analysis, the management mode can not be meticulous management.

Lin Jinyong, who is deeply experienced, concluded that the main problems of Quanzhou brand were: most of them started from a single store, and the color of family businesses was strong. Especially when they developed to one hundred or two hundred stores, they could not really guide sales with data science, which led to the pressure of inventory.

Secondly, supply chain management is weak, and the lack of sharing of information resources between buyers and terminal retailers and consumers restricts the upgrading of supply chain management. The third point is that most of them lack efficient IT platform support, and the information technology and business process of IT personnel are not comprehensive.

Among them, the collection and analysis of market information is the most important, which is also the weakest link of Chinese women's clothing enterprises. Zhang Fasong, a marketing expert familiar with the footwear industry in Quanzhou, said that successful enterprises should know how to put customers' needs on the shelves for the first time.

　　 Building a dual headquarters mode

Another unfavorable situation in Quanzhou women's clothing industry is that the local women's clothing industry has failed to form industrial clusters, and the front-end links such as design, order and so on often rely on Guangdong. This space-time gap has also become a bottleneck in the establishment of a fast supply chain system for Quanzhou women's clothing.

In order to overcome this shortcoming, most enterprises in Quanzhou have implemented a dual headquarters mode. The commodity research and development center will be placed in Guangzhou, with its headquarters in Quanzhou, among which the girl next door is the most successful. People in the industry generally believe that the core advantage of the girl next door can be seen in the rapid rise of China's women's clothing industry.

The neighbourhood girl has a large commodity sourcing and R & D center in Guangzhou, the most developed country of China's women's wear industry, and has trained a group of excellent designers and fashion buyers. Every year there are nearly ten thousand models of the market. Every week can update the shop's 2~3 times, ensuring the adequacy of the supply, the marketability of the products and the fast updating of the new products.

Pride is also aware that it is necessary to increase investment in the provincial product operation center. Lin Jinyong revealed that the next step will be to standardize and improve the construction of Guangdong product operation center, and to copy the product operation center directly to Jiangxi.

With the increasing layout of Quanzhou women's clothing in the whole country and the rapid expansion of the supply chain radius, the logistics distribution and management system is also facing many challenges.

　　 Welcome expansion opportunities

Such a large-scale expansion plan is worrying.

To understand this expansion impulse, we must look at the current market structure of the National Women's clothing industry. At present, the national fast fashion women's clothing market is basically the status of regional brand separatism, and the industry is concentrated in Zhejiang, Guangdong and Fujian three places.

In addition, most of the women are more rational now. Besides the high-end market, most of them are more concerned about the style, and the brand loyalty is not high. And because of different regional consumption habits, there has been no unified national brand, and no obvious echelon structure has been formed. This gives you opportunities, but how to adapt to consumption habits is also a big challenge.

In this big cake, the three or four line market represented by the county and prefecture level city is the biggest. Quanzhou enterprises are generally positioned as a "flat fast fashion" of two hundred or three hundred yuan a single piece. After years of accumulation and exploration, it is not difficult to understand that it is difficult to choose from the three or four line market.

In fact, Quanzhou women's wear plate is very small, the industry is also dozens of, slightly less than 10 well-known, but in the outsiders are not concerned about the situation, relying on the "popular, fast fashion" route, quietly collective rise. One reason for this expansion is that sports goods and men's clothing are slowing down, and less powerful store competitors.

It is worth mentioning that women's clothing brands pay special attention to the profitability of single stores. Most of them are very cautious about franchisees' choice, so as to ensure the success rate of opening stores. This is a high inventory hangover from the sporting goods industry, regardless of the consequences. Because they are all single store franchisee mode, opening shop is more rational, there are few kinds of galloping to expand.