Explore The Development Mode Of Light Assets Of Girls In Quanzhou'S Women'S Clothing

After years of precipitation,

Gradually rising.

In the process, unlike Quanzhou sporting goods and men's clothing industry, which had been expanding through crazy advertising in the year, more local women's clothing enterprises realized their channel expansion through single shop profits.

Liao Wenwei, a general manager of the neighborhood girl, understands her unique asset development model.

"Light assets" is much less.

Reporter:

Why do we adopt the light asset model? And how do we achieve "small quantity"?

Liao Wenwei: the core value of the girl next door is "sharing and win-win". I want to give this part of the profits to others, because win win is the long way to do business. Only when everyone makes money, can the enterprise grow and grow.

The girl next door started from a single store and was initially a group cargo. But now, through light asset mode, we have more than 100 very deep cooperation suppliers, one supplier has at least 10.

We have achieved "many small quantities".

Reporter: the distribution system enterprises must bear greater inventory risk. Why do the neighbour girls use the distribution system?

Liao Wenwei: next door women's clothing is more willing to create a community of interests with dealers instead of blindly shifting inventory risk to distributors.

We must protect the interests of dealers.

Many sports brands this year.

We must turn to the shop next door to girls, but if we check it strictly, the girl next door will consider whether they have enough capital strength and common ideas.

There must be risks in doing business. It is not a shift to take risks entirely from one side. In other words, if franchisees are losing money, in fact, we can not get a good development.

At the very beginning, the girl from the neighbourhood set up a profitable shop as the bottom line for the development and expansion of the shop.

From 2003 to now, the profit of the neighbourhood girl can not be less than 500 of the company's requirements. That is to say, if we do not check it strictly, the number of girls in the neighbourhood has doubled.

Under such a premise, over the past decade, there are fewer than 30 shops in neighbourhood girls closing because of losses.

"Fast fashion" is not an extension.

Reporter: is the stock pressure big this year?

Liao Wenwei: now, do not want to handle inventory as easily as twenty or thirty years ago.

The needs of the whole society have changed a lot, and consumers are reluctant to buy the past products.

Women's clothing style change is particularly fast.

We have followed this rule all along: "hungry and eating again".

Many dealers will ask me when they want to join them. I will tell them how the girl next door is distributing. As we are making tea, you drink and the cup has room for pouring tea. I will pour the tea into your cup. If you do not drink, the cup is full, you will not pour tea into your cup again.

And rationing is the same thing. We do not blindly distribute goods.

We told the franchisee very clearly at the beginning, "how much to eat and how much to digest".

We will try our best to make the least waste, but we can not promise that we can not sell it.

It's like a child. If you make a mistake, a parent says he's responsible for him, so the child will always make a mistake.

This is a natural law. We do not take advantage of it.

Reporter: fast fashion has many successful cases in China. How can fast fashion be called shouting slogans? Where is the success of a girl next door?

Liao Wenwei: in fact, the girl next door is a private brand retailer. We do not want to label "fast fashion" labels on ourselves. Shouting is useless. It is useless to expand blindly. We must survive first.

It doesn't matter if you stick to your principles and beliefs.

Reporter: now many enterprises are talking about "wholesale" pformation "retail", but the neighborhood girls are private brand retailers from the beginning. What is the difference between you and them?

Liao Wenwei: the shop of the girl next door was opened by a family. It opened shop as the foundation of the development and production, and started from the channel brand rather than from the production.

These are two different modes, so there are different management concepts.

We are also developing to brand operators, but I don't care what labels we put on them.