The Fashion Of Maternity Dress, The Rise Of October Mommy

< p > in many businessmen's view, maternity dress is not a market worthy of great investment. The proportion of pregnant women in the whole consumer group is very low, and pregnant women's clothing is not a product that can be repeated consumption. Most of the companies doing "a href=" http://www.91se91.com/news/index_f.asp > maternity dress < /a > do not work together with children's children's clothing. They are extremely cautious and dare not invest too much in them. < /p >
Zhao Pu has another view of the market. "There are quite a lot of people in maternity wear. If women wear ladies' clothing accounts for 20% of the total number of women, tens of thousands of brands will divide up the market," P said. The population of pregnant women is 1%, but there is no brand. In addition, maternity dress actually spanned 9 and a half months, 3 seasons, and then 6 months of lactation, usually in maternity wear. It's time to lose weight and go back and forth for about two years. < /p >
< p > this is the view that "a href=" http://www.91se91.com/pioneer/ "Zhao Pu /a" dares to invest more in the market of maternity dress, and October mommy has become the largest brand of maternity wear in China. According to the figures it provided, in 2007, after hiring small endorsements, the share of October mom rose from the industry fourth to the first, and annual sales increased from 40 million to 800 million in 2012. < /p >
< p > "October" was born in 1997 by Zhao Pu, a pregnant woman's shop in Qingchun Road, West Lake, Hangzhou. Initially, Zhao Pu's practice was no different from that of his colleagues. < /p >
In P, 2002, October mom spent 5 years of rapid expansion, stationed in various department stores, and temporarily owned 300 dealers and 300 franchisees, but these merchants were not monopolized and were not conducive to the identification of "brands". < /p >
At P, it was very easy to join and distribute October Mommy. The problem with dealers is that they take the goods first, then pay the money, and run several brands at the same time. When the homogenization of the products comes, they will be more inclined to sell those brands that are "nearly 200 yuan but almost cheap". At that time, the franchisee called it "joining", in essence, it was wholesale. When Zhao Pu visited the shop, she could not see that the visual image of every franchisee could not be unified. Some stores even used a pole to pick up the hanging a target= "_blank" href= "http://www.91se91.com/" > clothes < /a >. Although it seems that cash flows back faster at the beginning, it is not conducive to brand development. < /p >
< p > "prepayment and re delivery" mode of distribution < /p >
Zhao Pu, who was studying at CEIBS at P, felt that such a channel could not be changed. At the dealer conference in 2002, he implemented the distribution mode of "paying first and then getting goods", and the more than 300 dealers had only 12 left. < /p >
< p > 2003, Zhao Pu began to regulate franchisees, set up a sales standard, to the unqualified franchisee half year integration period, not up to standard will be forced out. Many people questioned Zhao Pu at the conference about how to sell the goods after they had offended the franchisee. Zhao Pu's logic is, "I own so many stores. If our products are not good enough, the worst part is myself. You can also change a brand. That's business, and we think about it in the longer term. < /p >
< p > after cutting down the distributors and franchisees, the a href= "http://www.91se91.com/news/index_f.asp" > October mummy < /a > began to develop direct stores, and set up 20 thousand entry fees, 50 thousand to 100 thousand deposit threshold for the franchisees, and the decoration level of the shops was about 200 thousand. < /p >
< p > in order to strengthen the strategy of brand and marketing, Zhao Pu pursued "light assets" in production. 90% of the company's products are outsourced, and a flexible production plant is responsible for 10% of the mobile supplement. The self owned factory is mainly "single worker", and a worker can complete all the steps of a garment, with no more than one hundred people. < /p >
The idea of "P" Zhao Pu is that small factories and one-piece production are more suitable for the development of fashion products, just like H&M and Zara. Because the maternity dress of October Mommy also needs to be "fashionable", so if the product is not ready in two weeks, the product will be unsalable because of fashion or weather problems. < /p >
< p > 2007, < a href= "http://www.91se91.com/pioneer/" > Zhao Pu < /a > signed the "a href=" http://www.91se91.com/news/index_f.asp "little" /a "image" for 3 million years with the right to use for two years. This cost accounted for nearly 10% of the annual sales of October Mommy, while the proportion of marketing expenses in the same industry was very high at that time. 40 million. < /p >