Zhou Chengjian: Upgrading Shop To Make Shop Fitting Room

< p > < strong > brand upgrade is the first place, < /strong > /p >

Under the impact of the international fast fashion brand, P is facing challenges.

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< p > ZARA, H&M, GAP, UNIQLO and so on, these 10 years ago began to enter China's "a href=" http://www.91se91.com/pioneer/ "fast fashion brand" /a ", is being carved up the Chinese market.

According to relevant data, as of the first half of this year, the total number of seven international fast fashion apparel brands in China reached 768.

Take ZARA as an example, at present, it has become one of the highest retail outlets in China's retail industry, with an average sales volume of 4179 square meters per square meter, which is 4 times that of domestic apparel enterprises.

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The invasion of the international fast fashion brand has put pressure on P, which is considered by Zhou Chengjian to be the pressure of globalization.

"China is a passive globalized country, and the managers of enterprises have not yet grasped their competitive ability, so they suddenly have to adapt to the global competition.

It's as if we haven't participated in the Asian Games, so we must use the Olympic standard competition.

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< p > Zhou Chengjian said that in the past one or two years, the United States has made many pformations, of which a href= "http://www.91se91.com/pioneer/" > brand upgrade < /a > was put first.

"Over the past few years, we have been concerned about the inventory crisis in China's apparel industry.

I think inventory is important, but it is not a fatal problem. The biggest challenge is brand building. If brand power is not strong, even if there is not one stock, it will not be sustainable.

"Zhou Chengjian said.

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< p > "globalization" and "Internet" are the topics repeatedly mentioned by Zhou Chengjian in his speech at this summit.

According to Zhou Chengjian's understanding, globalization means making enterprises the world leader, and Internet means cultural innovation.

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< p > Zhou Chengjian believes that the innovation of Internet technology is far from the significance of its cultural innovation.

In his view, enterprises with internet culture should be open, equal, interconnected and interworking, which is the quintessence of Internet culture.

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< p > Zhou Chengjian has great confidence in China's < a href= "http://www.91se91.com/pioneer/ > > public dress < /a > brand." I firmly believe that in ten years, China's popular clothing brands will have the opportunity to dominate the world market.

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< p > thanks to the pformation of management mode, Smith Barney's gross profit margin reached 57% in the two quarter of this year, achieving a continuous four consecutive quarter of improvement.

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< p > < strong > 3 years, upgrade thousand shops < /strong > /p >

O2O became the hot topic of the third China listed company leaders summit on P.

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< p > Zhou Chengjian has his own understanding of O2O mode.

He once said in an interview with the media that the shop is not a discount store of its own brand, nor does the entity store become a fitting room for the shop.

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< p > "in the PC era, pure line and pure line can be realized, but today in the mobile Internet era, the O2O mode should be a close interaction between online and offline.

The carriers we used to use under the wire have not been able to develop with high density expansion mode. Instead, we should adopt an experience life style to upgrade the stores and let the experience store become the carrier of interaction between online and offline.

"Zhou Chengjian said.

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Under the influence of this concept, P started shop upgrading in the second half of 2012, and established stores with urban cultural characteristics in several major cities, such as Xiamen's southern Fujian customs, Chengdu Kuan Alley and Zhai Alley, Hangzhou central station, Guangzhou Nanyang style garden theme store, etc.

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< p > "we hope that within 3 years we will open our experience store with rich Chinese culture and Chinese lifestyle to London's Oxford street, Champs Elysees in France, Ginza in Tokyo, Fifth Avenue in the United States.

"Zhou Chengjian once said.

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< p > "we tried to carry out the < a href=" http://www.91se91.com/pioneer/ "O2O mode < /a > in Hangzhou. I think it has been a great success.

In the next two or three years, we will upgrade the store experience and create more experience and shopping patterns for the vast number of consumers.

"Zhou Chengjian said at the conference.

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< p > at the same time of upgrading experience, Smith Barney apparel has gradually contracted the way of raising gross margin by expanding the scale.

In the first half of this year, the United States closed more than 100 direct outlets, and the gross profit margin of the direct battalion increased by 4.2 percentage points over the same period last year.

"The era of high density shops has ended, the industry is entering a qualitative change stage, enterprises must intensive farming to win the market.

"Zhou Chengjian once said.

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< p > in addition to the store experience, Zhou Chengjian, a tailor, is not relaxed about < a href= "http://www.91se91.com/pioneer/" > product experience < /a >.

"Clothing is always selling products instead of selling concepts.

"Zhou Chengjian said.

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In his view, the fundamental principle should always be grasped, no matter how the tide of the world changes, and to concentrate on the industry of P.

"If you want to be lonely, concentrate on what you love, and better use the global perspective to better use the spirit of the Internet." this is the hope for the future.

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< p > Zhou Chengjian is determined to be a tailor, but it does not mean that he has no lofty aspirations. In his words, this ideal is "using small tailors to interpret Chinese culture and serving the world market with small tailors".

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< p > Zhou Chengjian's change of thinking is also reflected in the changes in the organizational structure of the apparel in the past two years.

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