Wolf Family Shi Hairong: "Fashion" Can Be Sent To Three Or Four Line Cities.

< p > < strong > ignoring opposition to adhere to the brand line < /strong > < /p >

On the day of "P" 2008, Shi Hai Rong made an important decision to shift from wholesale to brand.

This decision immediately drew the incomprehension of peers and customers, and even a lot of people explicitly suggested that they were not optimistic, but Shi Hairong insisted on "stubbornly".

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< p > "many people were doing wholesale at that time. In the field of fashion men's clothing, we did wholesale work better, and profits always rank among the peers.

This time suddenly turned to make a brand, many people feel that I am too "Crazy".

Shi Hairong told reporters that the idea of moving from wholesale to brand was promoted by the successful experience of local sports brands at that time.

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< p > "wholesale pfer brand" may be new in the fashion menswear field at that time, but it has been very popular in the field of < a href= "http://www.91se91.com/pioneer/" > sports brand < /a >. After all, wholesale is not a permanent solution. If the enterprise wants to develop in a long-term way, it has to take the brand line.

Despite being questioned by many people, Shi Hairong is optimistic that this adjustment may be a good turning point for the wolf family.

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< p > 2008, when the financial crisis happened, it is not just courage but also strategy to make pformation and adjustment at this time.

Shi Hairong introduced that, at the beginning, he also encountered many difficulties and difficulties, making the wholesale simple and direct, and showing the benefits quickly.

In Shi Hairong's words, when it comes to wholesale, several shareholders' accounts will be divided by the end of the year.

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< p > brand needs a lot of investment, including the construction of team and channel, the pformation of marketing mode, and the perfection of product development. A series of new jobs also let Shi Hairong once "pressure mountain", but he never thought of giving up.

"Those years are the hardest years. Expanding the team to build market channels, almost every day is running for the same thing."

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< p > on the other hand, Shi Hai Rong's pressure also comes from the customer.

In the wholesale market is still relatively popular, the wolf family suddenly shifted from wholesale to brand, so that many customers a little "dizzy."

Some of these customers have reached the age of fifty or sixty and are unable to make their career bigger than a href= "http://www.91se91.com/pioneer/" > /a.

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< p > but Shi Hairong must have a pformation. He even paid for his own training and brainwashing for his clients. At the very beginning, he had to choose a wholesale and exclusive mode. "If those customers were cut down, there would be no development scale of the wolf family, and the construction of the channel would be limited."

So far, there are still a few customers who can not keep up with the development of the wolf family. But Shi Hairong always insists on giving them the opportunity.

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< p > fortunately, the effectiveness of the brand model began to emerge at the end of 2010.

At that time, wholesale began to be difficult to do, with many debts and serious inventory. Many wholesalers began to fall into a passive position.

At this time, the wolf family, because in 2008, experienced "labor pains" in advance, it was easier to spend a market "disaster" in 2011.

Many colleagues turned Shi Hairong's doubts from questioning to recognition and even learning.

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< p > < strong > another way to locate popular fashion < /strong > < /p >.

< p > the first restructuring has been rewarded. With the increasing number of terminals, the wolf family brand is becoming more and more popular among consumers, but this does not mean that the wolf family has been very successful.

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< p > for Fujian consumers, fashion men's clothing is not uncommon. From Bruno's acquisition of FUN to Lirun's brand L2, to CABBEEN, left bank and Wolf Road, brand enterprises are dominated by fashion men's clothing.

By contrast, the wolf family is not only positioned less than these a href= "http://www.91se91.com/pioneer/" brand /a, but also slightly inferior in sales price.

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< p > but Shi Hairong believes that this is the chance of a wolf family.

If CABBEEN is the first and second tier market, and Wolf Road is the two or three line market, then the wolf family will enter the three or four line market. This is a dynamic market yet to be developed and excavated.

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< p > apart from the competition of local fashion brands, many famous brands at home and abroad, such as Mark Ed Faye, JACK&JONES, CK, GXG and so on, are also competitors of the wolf family.

On the capital, the wolf family can not compare with these brands; when it comes to popularity, these brands are obviously higher than the first gear. How can the family of wolves break through? Shi Hai Rong has his own ideas.

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Shi Hairong chose the product positioning which is different from other fashion brands. He chose the wolf family as a popular fashion, and the overall price was low. The consumer group was mainly located in the 18 to 35 year old college students and the social tide who just worked soon.

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< p > "these people will dress themselves up, pursue fashion, and yearn for future life. They will continue to work hard and absorb fashion information faster."

Shi Hairong introduced, according to the positioning of this group of consumer groups, the wolf family was designed according to two living conditions.

One of the series is life and leisure, which expresses freedom and freedom. Another series is street fashion, which is suitable for younger and more fashionable young people.

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< p > Shi Hairong said that the biggest advantage of the wolf family is its low positioning, popular fashion < a href= "http://www.91se91.com/pioneer/" > mainstream market < /a > focusing on three or four line cities, such as towns in counties and developed cities, the space is still very large.

We are sending fashion to these places.

"Our products are also available in the first and second tier cities. There are markets in the three or four tier cities, with relatively wide radiating surface and large channel space."

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< p > but Shi Hairong also admitted that it is precisely because of the low positioning, compared to other fashion brands, the wolf family's gross profit margin is relatively low.

Therefore, Shi Hai Rong pays particular attention to cost control.

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"P >" our industry chain is complete, from research and development, production to sales and other major links are their own control.

Especially in production, we strictly control every process from raw materials to product output, and reduce unnecessary waste. "

Shi Hairong said.

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< p > < strong > new start to build O2O mode < /strong > /p >

< p > with the diversification of consumer's consumption mode, the offline clothing brands are generally affected by online brands.

In particular, fashion brands like wolf family are facing a group of young consumers who are following the trend and following the Internet.

How to capture this group of consumers through channel reform has become the focus of Shi Hairong's thinking.

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< p > "the volume of physical shops is divided online. The limited online store space is difficult to meet the consumers' demand for diversified styles. This is an important problem facing offline brands.

In the past, PC based e-commerce providers are also facing some bottlenecks, such as the lack of user experience for traditional electricity providers.

Shi Hairong believes that to break through the dual bottleneck of online and traditional electricity providers, make it complementary and linked, O2O (online business opportunities interaction) will be a good recipe.

So, since last year, after many investigations and discussions, this brand new project has sprouted quietly inside the wolf family.

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"P", the wolf World Men's men's clothing is a line brand with thousands of terminals, in Shi Hairong's view, using the line under the advantage of the store channel, the wolf family can through the sweep of drainage, WeChat platform maintenance and other ways to bring the line of users to the line to maintain.

From "offline to online" is an important process.

In Shi Hairong's understanding, the line below refers to the sales channel, which includes not only the channels of traditional offline stores, but also the emerging online channels.

According to him, at present, the layout of the wolf family layout has fully covered the entity store channel, the electronic business platform, the WeChat mall and the official website mall.

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< p > "we are now ordering a set of software. In the future, our store members, website members and micro member data will be opened to achieve effective integration of passenger flow, information flow, logistics and capital flow."

This is the real purpose of Shi Hairong's comprehensive layout < a href= "http://www.91se91.com/pioneer/" > O2O < /a >.

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< p > in Shi Hairong's view, to link offline sales system, e-commerce platform system, official website shopping system and WeChat mall system, we need to open up the ERP system and VIP system. This is exactly what the wolf family started to think and study before launching O2O mode.

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< p > "to achieve O2O, at least need to get through the five systems, such as commodity digitalization system, ERP Unicom system, sales channel system, logistics system, promotion system and so on, making it a whole package project, and it is possible to push O2O inside the company."

Shi Hairong said that the new O2O mode is a profound change for enterprises, but after such a drastic process, the wolf family will realize the multi-channel sales mode of traditional shops, PC terminals and mobile phone terminals.

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At the same time, while building P mode, Shi Hai Rong also considered that the provincial generation system should be changed and made into a small area agent. "O2O"

"The provincial generation system has appeared many disadvantages such as debts and returns.

If the small area agent is implemented directly, it helps to better implement the O2O mode and avoid conflict of interests between regions and regions.

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