Korean Clothes And Women'S Clothing Enter The Catering Industry. Can Chinese Clothing Enterprises Follow Suit?

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The key to the success of the < p > clothing and love mode is to rely on clothing and love as a solid foundation for the a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > brand.

Up to now, although clothing and love has developed into an integrated enterprise, many people talk about clothes and love, the first reaction is < a target= "_blank" href= "http://www.91se91.com/" > dress < /a >.

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< p > this fashion circulation enterprise from Korea originated in the 80s of last century.

According to Jin Wanshou, Secretary General of the catering Department of Shanghai garment Management Co., Ltd., who was formerly working in the clothing department, and Secretary General of the catering department, President of the Department of food and beverage, introduced that in 80s of last century, because Korean officials no longer provided school uniforms to students, they needed students to purchase, so the clothing manufacturing industry serving the school uniform was born.

Due to the fact that clothing and love had some experience in the production of school uniforms, and gained some recognition, the opportunity was preliminarily developed.

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< p > < strong > interpretation of clothing and love mode: differentiated operation < /strong > < /p >

< p > after more than 30 years of development, there are up to 40 clothing brands in China.

According to a shopping mall personage, because of the large number of brands, clothing and love also have absolute right to speak in the shopping mall.

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Under the diversification strategy of the market at that time, P had adopted a team division system.

In addition to the sharing of circulation channels, a team corresponds to a brand, independent in design and operation, and even an independent legal person.

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< p > localization of clothing and love has also guaranteed the success of clothing and love.

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< p > Jin Wanshou revealed that this is one of the keys to success in the same Korean brand.

In the early days of clothing and love, 30% of the fabrics were imported from Italy and other places. But up to now, nearly one hundred percent of the local fabrics have been purchased and garment manufacturers have been manufactured.

This saves the cost and improves the speed of delivery.

In clothing and love, a < a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > from the initial manufacturing to the final production cycle is only 30 days.

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Besides, P has also achieved localization in clothing design.

For example, according to the tendency of Chinese consumers to reveal their brand, Teenie Weenie brand often puts the iconic bear family story in the prominent position of clothes.

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< p > some women's clothes are actually facing the same consumer group in the market positioning. They will classify their brands according to the different needs in their daily lives, and provide different clothing types through the "dislocation" of the same consumer group in different environments.

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< p > < a target= "_blank" href= "http://www.91se91.com/" > shoes < /a > Service commentator Ma Gang told reporters that this mismatch collocation can provide customers with more product choices, bring experience similar to one-stop consumption, and bring certain synergy effect to the development of enterprises.

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< p >, can Chinese enterprises copy the pattern of love and clothing? Reporters interviewed many people in the industry, who have indicated that Chinese enterprises are still unable to achieve, because the development of the main industry has not yet reached a certain level.

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< p > Ma Gang said that the multi brand strategy has rarely been successful in the field of clothing.

The key of many Chinese apparel enterprises is to be too simplistic in thinking about multi brand strategy, lack of real understanding of customer experience, and do not think of multi brand strategy such as clothing and love enterprises in a multi-dimensional perspective.

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Li Kailuo, President of the fashion industry research institute, said that only from the clothing style and the design of the overall store, no Chinese enterprises could grasp the P like love and clothing thoroughly.

The multi brand operation of clothing and love is equivalent to establishing a model in the industry.

Compared to clothing, China's future fashion catering is definitely a blue ocean.

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Behind the words "P", there are also analysts who express concern. There are many fields of clothing and love, but not every field is very successful.

For example, the two supermarkets that they opened in China did not show great advantages.

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< p > according to Jin Wanshou, unlike China's short business, the clothing and brand building is a medium and long-term plan. Taking Ashley as an example, the target in China is to open 200 stores in five years and open 2000 stores in ten years.

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< p > however, not every enterprise consumptions for five or ten years to wait for the return of a brand. Especially in China's many competitors market, frequently imported ingredients and high rents are only a cost test for Ashley.

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< p > < strong > copy fashion mode, dress and love China create catering plate < /strong > /p >

< p > here are the movie posters of Hitchcock, the music envelopes of the vinyl album, the old truck tire steel rings, the state flags of various states, the license plates of cars, the plates with various state scenes, and the chairs used by the auctions of Sotheby's, the thirty-fifth President Kennedy of the United States and their husband Jay quelin.

The first thing I came here was that I came to a museum of history that showed the culture of the last century in the United States.

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< p > but in fact, it is not a museum of history, but an American style cafeteria. The operators of restaurants are not American businesses, but E-land, which is familiar to consumers.

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< p > this Ashley cafeteria is a new form of clothing and love created in China. In the first three months of Ashley's opening ceremony, Lugo was also landed in Shanghai, the first cafe in China.

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< p > < strong > pplant garment mode < /strong > < /p >.

At P, clothing and love as a clothing brand enter the catering industry is a surprising decision.

But for South Korea's clothing and love group, this is not new, the group's business spanning clothing, catering, tourism, real estate, supermarkets and other fields.

Catering is the second largest business of clothing and clothing besides clothing, accounting for nearly 10% of the group.

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Jin Wanshou, general manager and President of the catering Department of Shanghai clothing and Catering Management Co., Ltd., told reporters that "the reason why clothes and lovers are willing to diversify, especially catering business, is that the experience of the clothing industry has brought the possibility of crossing the border". P

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< p > currently in Korea, the catering industry of the clothing and love group has entered a relatively mature stage of development. Now there are different kinds of restaurants such as pizza mall, Ashley, Lugo coffee, and Ashley and Lugo coffee are the top restaurants in Korea.

Jin Wanshou said that when she first opened pizza mall in Korea in 1994, she was also the first garment company to try new formats in Korea.

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< p > as clothing brand, clothing and love have two characteristics, one is original design, two is family style shop decoration.

"We think of every shop as a guest's room. Every corner of the furnishings will be regarded as a wardrobe for the guests."

Jin Wanshou said.

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< p > Ashley almost copied the idea of running clothes.

"Middle and high-end prices, high-end feeling."

Jin Wanshou introduced that this is the final result of catering and clothing.

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< p > reporter found in the Ashley store, in the decoration and layout, every detail of Ashley has been differentiated and mismatched.

According to lifestyle and function, it can be divided into different areas, such as leisure, formal, family and so on. The layout of each pattern corresponds to the atmosphere in the pattern.

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< p > unlike other restaurants, the decorations around the Ashley indoor chandeliers are pots, wine utensils and knives and forks. In the rest area, special hangers are also set up for guests to place clothes.

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< p > the location of the food in the restaurant is also priced like that of clothing and clothing. The price is in the middle level and the style is almost pure American. The restaurant also has its own complete system of cutting, processing, logistics and distribution.

Jin Wanshou said that in order to maintain the original style, some foods are still imported from abroad, such as steak imported from Australia, flour is imported from Italy, in terms of localization improvement, also increased seafood and barbecue dishes, of course, the price is also higher than the same level in Korea Ashley nearly 30%.

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< p > "our development in China will go through three months of trial and development will be inevitable."

When Jin Wanshou talked about the future, he said that the most important thing for food and beverage is food safety. Therefore, it is very prudent to select and control food ingredients.

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< p > "it is no doubt that the performance of clothing and love in the catering field is a success in duplicating the clothing industry."

Li Kailuo, President of the fashion industry research institute, told reporters that this reproduction is all directional. From shop location to store decoration and food experience, there is no difference in taste, lifestyle and culture pmission.

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< p > from site selection, Ashley has been carefully considered.

Jin Wanshou said that China's first store opened in Shanghai Jinqiao because the American style of Ashley needs to choose a relatively large area of foreigners. Jinqiao is able to meet this requirement close to the Piyun international community. Lugo coffee is more popular, so it chooses to be a white collar in Shanghai.

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< p > Jin Wanshou introduced that at present, the Ashley store in Shanghai does not include rent, and the initial investment has reached more than 10 million yuan.

However, like clothing and love clothing, its catering brand can hardly see the advertising and promotion in the Chinese market.

It is worth noting that even in South Korea, the clothing and restaurant did not use the original brand of "E-land", but all of the innovative brand.

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< p > "maybe the early development of clothing brand will be faster, but in the long run, we have to cultivate other independent brands."

Jin Wanshou said with a smile, "no advertising is the tradition of love and clothing. Clothing and love believe that the cost of promotion will be more effective when it comes to production and customer experience.

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Less than P, the average daily turnover has reached 50 thousand yuan since the opening of Ashley in December 12, 2012.

"Customer satisfaction is the best advertisement."

Jin Wanshou said.

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< p > clothing and love will expand the market of Chinese catering industry with an annual scale of 300 trillion won, and plan to use the circulation network constructed in China through the fashion industry to expand the number of restaurants through direct operations in department stores or shopping centers.

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< p > clothing and love China plans to expand Ashley to 200 by 2016, achieving annual sales of 2 trillion won.

At present, in addition to Shanghai, Beijing, Chengdu, Wuhan and other places have entered into a residence plan with local shopping centers or department stores.

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< p > although Shanghai is currently only opened in Jinqiao International Commercial Plaza and the two hundred and eight friends, Jin Wanshou said that there are many shopping centers at present, including those who have signed long-term cooperation agreements such as fashion, clothing, food and beverage, and Wanda and Bailian.

"In view of the strong brand effect in the apparel industry, we have invited many shopping malls to reduce rents or even rent free invitations."

Jin Wanshou said.

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< p > in China, all stores of clothing and love use direct battalion mode. "If we use agency mode, we can easily expand stores in the early stage of entering the market, but it is very difficult to manage inventory and staff.

Otherwise, it was only popular in the early days of entering the market, but then it gradually declined.

Jin Wanshou said.

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< p > < strong > > fashionable brand "cross border". Chinese enterprises cross the border to earn "fast money" < /strong > /p >

< p > whether they are cafes, cafeterias or dessert shops, each has its own advantages, but without exception, they continue to design their own brands and continue to taste their genes, and fashion culture runs through the two areas of food and clothing that are the easiest to show modern people's style.

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< p > < strong > luxury brand loves coffee shop < /strong > /p >

Less than P, for example, luxury fashion brand Gucci (Gucci) opened two coffee shops in Florence, Italy and Tokyo, Japan.

The treasure of the town store in Gucci cafe in Ginza, Tokyo is not coffee, but Gucci chocolate for coffee. It also has delicious food such as Te Rami Sue, cube chocolate, organic baked vegetables, cappuccino and so on.

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The shop decoration of P Gucci cafe also extended the luxury style of Gucci's main brand.

The whole Gucci coffee shop can hold about 50 people.

The waiters here are also strictly selected. The uniform is a fitted black shirt and black trousers.

All the ingredients in Gucci coffee shop are imported from Italy.

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< p > Chanel also opened the Beige restaurant in Ginza, Japan.

The interior of the restaurant is dominated by Chanel classic apricot. The display sign of the external building is equipped with hundreds of Chanel's logo. At the same time, the Michelin chef is invited to cooperate on the menu. The food is presented in front of the customers according to the principles of fashion design, and the menu will adjust as the fashion changes.

In addition, the restaurant also offers a signature dessert inspired by "Chanel" Classic Silk Road, decorated with gold foil.

Chanel's Beige restaurant attracted a large number of followers of Chanel clothing, and the women who entered the Chanel restaurant usually dressed in Chanel suits.

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French fashion brand P AGN s B. has also opened a coffee shop in Hongkong and Taipei, and continues to emphasize French lifestyle orientation, providing French style desserts and coffee, with authentic French cuisine.

The cafe of jarnesby has increased to five, which is more famous in Hongkong fashion circles and restaurants.

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P Herm s also owns a coffee shop in Seoul, Korea. From building style to a paper towel, it maintains a brand sense of brand identity.

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< p > apart from pboundary catering, some fashion brands are also involved in the hotel industry and home furnishing industry.

The fashion brand Versace (Versace) owns the Palazzo Versace hotel. The design of the hotel reflects the European palaces and classical Rome architecture. Versace hotel is not large in size, but also very luxurious.

It is said that all the pebbles at the entrance of the hotel are imported from Italy and paved at the doorway to the road between the lobby.

The head of the main building is also carved with a Versace head, which is quite eye-catching. There are also many Versace portraits in the hotel.

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< p > Armani has also opened Armani global hotel chain since 2010.

Take Amani Residence Hotel in Dubai, for example, from furniture to other products, including Eramosa stone floor, zebra wood decorative screen and wall cloth, and bathroom and Spa accessories, all of which are supervised and designed by Armani personally.

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P > < strong > Chinese brand radical cross boundary < /strong > < /p >

Li Kailuo, the dean of the Research Institute of fashion industry, Li Kailuo, noted that the fields involved in these brands are related to the original brand, which makes the successful experience of the brand replicate, and can also create culture and the pmission of life attitude.

"Fashion is used to get different formats to get through, so that the brand experience gained by customers in their costumes and so on will continue in restaurants and hotels.

Such a different industry is the maximization of brand value.

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"P >" people's consumption is no longer satisfied with simple purchase behavior, but more eager to pursue consumption space and mentality.

"The one-stop experience brought about by similar multi-dimensional brand crossover is the future trend."

Shoes and clothing commentaries.

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< p > however, in China, the cross border of clothing brands is still in the test stage and has been more radical.

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Metersbonwe, a bold domestic company with brand strategy, opened a brand coffee shop Tag Cafe on the five floor of its flagship store in Nanjing East Road, Shanghai in March 2012. P

At the beginning of its opening, Mei Bang said that it would provide fresh and pure fancy coffee for the customers to provide customers with a new shopping experience and make shopping a kind of interaction between behavior and spirit.

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P also declared that coffee shops would gradually enter the flagship stores in China.

Unfortunately, with the closure of flagship store in Nanjing East Road, the Tag coffee shop is nowhere to be seen.

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< p > a researcher told reporters that many garment enterprises have chosen real estate, new energy, financial investment and other easy to earn fast money, and these areas are completely irrelevant to the original clothing field. When fortune is good, it may be easier to harvest profits return, but in the long run, the inheritance of enterprises and brands is not much help.

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< p > typical enterprises such as Mei Bang dress, Semir clothing, seven wolves, nine herdmen, meerya, and red bean stock have all been involved in the real estate sector; Shanshan stock, Jiangsu sunshine, Bosideng are optimistic and "test the water" over the photovoltaic industry; and there are more than 70% of the pharmaceutical industry accounts for more than 80% of Ordos.

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< p > but now it seems that the real successful pformation is very few, and it is fortunate that it is not dragged down by diversified industries.

Because of this, more and more clothing enterprises claim to return to the main industry.

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< p > > a target= "_blank" href= "http://www.91se91.com/" > textile < /a > industry expert Wang Qian's view is: "many problems of Chinese clothing enterprises can not be solved by diversification or return to the main business. Without ability or strength, we must concentrate our efforts on the industry and main industry first."

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