Soma Launches Fast Fashion Brand I.D.V.E

The myth that Tmall double eleven has set a turnover of 35 billion has not gone far, and Taobao has been preparing for it. In the face of such changes, from brand dealers to distributors, the state and reaction mechanism are different. Of course, some people actively respond to embrace change. For example, Wenzhou soma Clothing Co., Ltd. is a classic case worth studying.

　　 Different " Fast fashion "

Soma dress has recently launched its new brand i.d.v.e (Eddie Way), positioning parity fast fashion. Women's wear It will be on sale in the summer of 2014. According to Yu Bin, director of i.d.v.e brand operation, i.d.v.e is actually the product of innovation and innovation in the context of the new business revolution. The launch of the brand is mainly based on the following considerations: first, the urbanization process in China will further increase, and the original non mainstream areas will be commercialized rapidly. This requires brands with both quality and practicality and cost-effective to fill the market. Two, the original soma brand positioning is relatively mature and high-end. The company needs a brand of different positioning to meet the needs of different age groups.

Although the choice of "fast fashion" positioning, but I.d.v.e Obviously, it will not walk the way of ZARA, H&M, GAP and other international fast fashion brands. For now, i.d.v.e's positioning in the three or four tier cities will also temporarily avoid the more mature business models. Physical stores implement small, sophisticated and numerous strategies to expand. The consumer group is located in young, fashionable, dynamic post-90s girls under 25 years old.

As the name suggests, fast fashion needs to solve two problems: "fast" and "fashionable". I.d.v.e's design team is part of a senior designer from the original soma team. They are well versed in the company's concept and brand connotation, and can steadily grasp the general direction. The other part is from buyers designers, who are sensitive to fashion induced nerves and can better control the trend of palm control. At the same time, the company will make rational resource integration in production and logistics, and put different products into their respective fabric producing areas, and adopt third party warehousing and logistics to maximize the turnover rate of goods.

　　 No fighting O2O

I.d.v.e will implement the strategy of simultaneous promotion of entity stores and online stores, and has formulated a series of solutions.

O2O, big data, all channels... The most popular commercial expressions nowadays make many traditional retailers love and hate because it's easier said than done. How to solve the price conflict between online and offline? How can we ensure that the brand value is not hurt? How can we get the support and support from distributors?

The answer given by i.d.v.e is this: in the same time, the company will open its official flagship store at Tmall at the same time. The orders generated on the shop will be shipped to the regional distributors nearest to the buyers according to their geographical location. There will be corresponding profit distribution between the company headquarters and distributors. This solves the problem of cross regional sales. For dealers, it is like having an invisible online shop, without having to spare time and energy to take care of them, as long as they are responsible for receiving orders and shipping.

In terms of pricing, i.d.v.e will pursue the principle of absolute unification under the online and offline conditions, both to ensure the interests of dealers and to ensure that brand value is not harmed. At the same time, dealers are allowed to open Taobao stores and micro stores by themselves. The company encourages the full range of network marketing and micro marketing, but the premise is that all contents must be audited by the company headquarters.

　　 Realistic partners

In the past few days, the film "Chinese partner" has spread all over the world, which opens a new way of thinking for Chinese entrepreneurs. Another feature of the i.d.v.e brand is the full implementation of the partnership system. The company will produce no more than 50% of the shares to the dealer to subscribe. This subscription form will be split from the regional agent to the franchisee, at the first level, to ensure that every brand operator can own a share of the stock and become a brand partner. Of course, if a dealer wants to give up the operation of the brand one day, the stock right will be recovered.

Partner system has two advantages at least: first, it ensures the interests of dealers. For example, some brand regional agents, after years of hard work, have managed to make the brand of the agent bigger and stronger in a certain area. Such things happen from time to time, as dealers are very passive. To be a partner is, in a sense, the initiative. Two is conducive to the rapid development of the brand. Just imagine that every dealer is the owner of the brand. He will surely manage it more diligently and really regard it as his own business.

"The way we choose partner management is to let dealers and companies work together to create brand value. Finally, achieve a win-win situation. Lin Shaodong, chairman of the soma Clothing Co., Ltd.