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News Birds Strive To Pform To Retail Integrators

2013/8/28 13:45:00 18

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Happy Bird Retail Integrator Marketing Strategy

since last year, wedding bird clothing has been focusing on strengthening marketing channels, building efficiency driven enterprises and improving customer service capabilities.

The company has set up a new brand of multi brand integrated terminal store "Phoenix Shang Shang". The company said that in the next 5 years, the company plans to continue to set up 30 Phoenix stores in the whole country.

since 2010, the Limited by Share Ltd, headquartered in Yongjia, north of Zhejiang, has launched the multi brand and multi series development strategy, and has now completed the multi brand layout of the four plates of "high, medium and high, young fashion and high-end professional wear" in 2010.

at present, the company is carrying out internal organizational change on the basis of many brands.

According to the principle of brand positioning consistency, the company carries out the 3+1 multi brand layout, establishes the East bonini business headquarters, the reporting bird business headquarters, the saint Angelo business headquarters and the treasure bird enterprise headquarters four big business divisions.

Wu Zhize, vice president of the clothing < /a > Association, and founder of the wedding bird brand, said P, China's a href= "http://www.91se91.com/news/index_c.asp". Because the company's current brands operate independently, different brands belong to their subsidiaries. Human resources, channel development and supply chain management are all operated on different platforms.

In order to change the pattern of self governance and inefficiency, the company carried out internal organizational reform this year.

and the bird is now pforming from a clothing brand to a retailer.

Since last year, the company has set up a new brand of multi brand integrated terminal store "Phoenix Shang Shang". The company said that in the next 5 years, the company plans to continue to set up 30 Phoenix stores in the whole country.

3+1 brand layout multi brand collaborative integration /p >

at present, the products of the company include business, leisure, sports and other styles, covering low, medium and high end consumer groups, basically meeting the needs of different consumers and occasions.

the company set up a management center in order to change the status quo of each brand's self governance and inefficiency. As a company's overall platform, the center has realized unified management of strategy, finance, law and human resources, and has become the service center, sharing center and control center of various enterprises.

for the specific integration, the company carries out the 3+1 multi brand layout according to the principle of brand positioning consistency, and establishes the East Boni business headquarters (including the Bada sari, Don Bollini brand), the reporting bird business headquarters (reporting birds, HAZZYS, the Sloan, the flangton brand), the San Jie Luo business division (including < a href= "http://www.91se91.com/news/index_c.asp" > San tre /a >, Root) and the treasure bird business headquarters (including Shanghai Bao bird, Beijing Bao bird and Anhui factory).

"many brands are available, but they operate independently". Different brands belong to their respective subsidiaries. The news birds brand is in Wenzhou. Most other offices are in Shanghai, and human resources, channel development, supply chain management and so on are all operated on different platforms.

Wu Zhize said.

at present, the internal integration of the company is putting the brand of the same consumer group in the same business unit and building a shared platform of the business unit to achieve synergy in the supply chain, quality control, finance, information, business management and so on. R & D, marketing and so on are all independently operated to achieve resource sharing, coordinated development and expand the scale effect of the brand.

Zhejiang Merchants Securities believes that the company set up the four largest brand division in 2013 to effectively save costs and enhance the replicability of the brand.

The characteristics of this department are: background coordination and coordination (supply chain, quality control, finance, information management, personnel), and front stage independent operation (R & D, marketing).

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> --EndFragment-- > "the main brand" a href= "http://www.91se91.com/news/index_c.asp" > "good bird > /a" is the main source of profits. With the establishment of multi brand collaboration platform and other brands gradually, the future brands such as HAZZYS, BONO, flangton and so on will contribute more and more to profits. Under the situation of total profit growth, the proportion of the profits of the main brands will fall down appropriately.

The official responsible for the wedding bird said.

in addition, the company says that through the development strategy of "multi brand and multi series", the company extends its brand positioning and brand categories, and successfully develops volume customization business, including personal customization, group customization and advanced customization.

in fact, at present, many brands have begun to attach importance to the development of volume customization business, resulting in intensified market competition. Therefore, when the company has ensured the absolute competitive advantages of Western-style clothes and shirts, it has also made great efforts to expand the volume customization of coats, jackets, cashmere sweaters, leather shoes and belts, so as to enhance the strength of the overall customization. Through the implementation of "terminal volume certification" activities, it has stimulated the terminal to enhance the capacity of carrying out volume business, and guided and promoted the development of terminal self rating business.

in order to further enhance the professional level of the volume business personnel and to create the brand positioning of the "dress master", the news bird is currently launching the volume customization technology training in Wenzhou headquarters in 2013, and is expected to end by November.

"P >" since the company launched the volume customization business, at present, there are more than 400 stores in the country to carry out volume customization business.

The proportion of customized business in daily sales business is increasing. In 2012, the volume of volume customization business increased by more than 20%. In 2013, the volume growth of volume customization business is expected to grow at around 10%~20%.

The director of volume customization Center said that with the increasing demand for consumption, the market demand for volume customization business will be increasing. It is expected that the growth rate of 20%~30% will be maintained every year.

meticulous management to promote direct management, /p >

because direct investment mode has high investment cost and difficult management, most Chinese brands choose franchise mode to expand the market at the beginning. However, the rapid expansion of the brand also reduces the efficiency of brand and product management, and is not conducive to the standardization and unified management of the brand.

And in recent years, the competition of these enterprises is increasingly fierce. In the fierce market competition, the loyalty of franchisees is not enough, and the long management chain leads to the profit dilution of garment enterprises.

Direct battalion mode helps to increase the standard management mode, unified brand image, gain higher profit space, and contribute to the development and promotion of brand.

Therefore, after the expansion and adjustment of franchisees, many enterprises have gradually established their own standardized management system. Under such circumstances, it has begun to shrink the franchise road and become a trend for garment enterprises to change.

but with the progress of global integration, the market is becoming more and more standardized and the competition is becoming more and more intense. Many enterprises are beginning to realize that they must adjust their internal management and pform from affiliate to direct operation.

This has led to the branding of brands and franchisees.

In the face of this situation, under the management concept of "birds in the middle and taking advantage of interests", the birds of welcome birds create a new mode of continuous effective cooperation between brands and franchisees - the direct management mode, that is, direct franchisees to manage franchisees according to the requirements and standards of Direct stores.

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< --EndFragment-- > --EndFragment-- reported that the company is based on a strong information system. The terminal can download and browse the latest product knowledge and display skills at any time through the company platform, and understand the headquarters trend. The company's backstage can grasp the sales data of the terminal stores, best-selling products and inventory situation, and easily realize the single store operation state of the franchise store "controllable and pparent".

In the 2013, how to further promote the construction of direct operation system in 2013, the company has the following 5 main measures: improving the direct management structure, reflecting the principles of efficiency and simplification, strengthening the duties of the store manager, highlighting the management function of goods, steadily improving the production and marketing rate, optimizing the terminal performance management, forming a salary mechanism with market competitiveness and improving the joint rate, highlighting the promotion and demotion management, improving the terminal fine management, actively promoting terminal training, strengthening brand promotion, P services, goods management and terminal volume customization service, strengthening the channel development and optimization, cultivating high performance shops, regulating sales promotion, strictly implementing the promotional standards issued by the company, and strengthening supervision.

pformation to retail integrator

since last year, the wedding bird clothing has focused on strengthening marketing channel construction, building an efficiency driven enterprise, improving customer service capabilities, and launching the "Phoenix Shang Shang" experiential shop.

Since the first store opened in August 2012, there are 5 stores in Phoenix.

"Phoenix Shang pin" is an important content of the "multi brand, multi series and internationalization" strategy of the company in response to the third commercial wave. It is also the core project of the group's billion billion plan.

Since its preparation in 2010, it has received the support and support from many famous brands at home and abroad, such as HAZZYS, Korea's LG group.

according to the company's introduction, "Phoenix Shang pin" is positioned as the two or three class market high-end fashion dress brand integrated store, the business area is 3000~5000 square meters, the product not only has the excellent original brand of the wedding bird clothing, but also introduces the world's top brands such as France, Italy, the United States and South Korea.

"because of the high access threshold and high operating cost of the brand merchants stationed in the large shopping malls, and the shops in the prosperous area are expensive and small, it is difficult to create a climate."

The company expresses its original intention of creating Phoenix Shang pin.

The target city of Phoenix Shang pin is strong regional brand of good bird, which has good local economic benefits and strong consumption ability. Local franchisees should have rich experience in brand clothing operation, advanced business philosophy and good management ability.

Phoenix Fengshang store has gathered 15 famous fashion brands including domestic birds and birds, including men's clothing, women's wear, leather shoes and leather goods. It also provides services such as Manuela's dressing, Germany's dry cleaning, high coffee bar and appreciation of the reception.

at present, the Phoenix bird has opened 5 Phoenix Shang Shang experience stores in Wenzhou, Shenmu, Datong, Liaozhong and Xiapu 5 places, completed the operation training and technical training for the management personnel, and accumulated rich experience in the management and operation of the retail integrated shop.

the company builds a multi brand direct selling platform, builds an integrated store, implements market resource sharing, and assists in developing multi brand stores with the help of agents resources, improves the brand integration ability, and initially forms a multi brand collaborative operation mode. Initially, it builds a multi brand e-commerce sales platform, starts the B&Z brand operation, completes the product brand packaging and goods organization, and sets up the B&Z official flagship store, and starts the whole network marketing.

the company believes that the opening of Fengshang Shang products is conducive to enhancing the brand image of the company's brand in the local and surrounding areas. As the project invested much earlier, it is still in the experimental stage, and the profit of the Phoenix Shang Shang experience shop has met the company's expectations. 5 years after its failure, the company plans to continue to offer 30 Phoenix stores in the whole country.

P > strong > performance inflection point or realization of in the three quarter

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< --EndFragment-- > 2012, the domestic consumer industry is obviously sluggish. The clothing industry is also affected by factors such as the continuous rising of domestic production factor costs and narrowing profits, and has experienced many difficulties that have not been encountered for many years.

In the face of complex macro-economic and industrial environment, the wedding bird clothing still maintained steady growth in performance. According to the earnings data, the 2012 annual operating income of the wedding bird was 2 billion 250 million yuan, an increase of 11.13% over the previous year, and operating profit of 486 million yuan, an increase of 15.16% over the previous year.

for the strategy of future development, good news birds said that the company will make full use of the good image of the second tier market in the future, actively carry out the pilot of the three line market in the strong region, and form the strategic layout of multi brands, and are making efforts, so the turning point of the company's terminal business situation may appear in the three or four quarter.

good news birds show that the company's compound mode of "direct run and join together, buyout goods + a certain proportion of return policy" has a faster response to the market, and inventory handling can be more timely. Moreover, after many years of hard work in the second tier market, the company has a large number of stores with more than 400 square meters, which has promoted the brand image and produced benefits.

for the current clothing enterprises are generally facing the problem of high inventory, the news birds said, in addition to the good news birds main brand, the company's other brands can be discounted, so there is no pressure on inventory.

"and the parent company can carry out the two centralized distribution of old goods in accordance with the prevalent trend, consumption preference, terminal inventory shortage and broken codes in the sales area, and at the same time cooperate with the development of special sales in Wenzhou area, and make full use of the outlets system in the periphery so as to effectively handle the main brand inventory."

in addition, in terms of channel, in 2013, the company made steady development of the channel, delineating regional directional development and expanding the market, concentrating the advantage resources, and strengthening the market integration and optimization work at the same time, and gradually sinking to the three level market.

good news bird thinks, because the company already has a large number of large scale image and good efficiency shop in the two level market, the company will rely on this advantage to enter the three line market actively in the strong area to carry out the pilot project, and gradually complete the channel to sink to the three level market.

up to the first quarter of this year, the total number of stores was 1443.

The company said its brands were in good operation. As of the first quarter of 2013, there were 155 outlets in HAZZYS, 40% in terminal retail, 18% in unchanged stores, 135 in flangsdon, 46% in fixed stores, 210 in San jack, and 21% in unchanged stores.

This year, the company will continue to promote the implementation of the "multi brand and multi series" business strategy. Relying on the brand advantage of the good bird, it will mainly rely on the good news bird brand, supplemented by other brands, cross covering the consumers, promote the overall sales of the company, and effectively improve the profitability of P.