Hot Winds Focus On People, Fast Fashion Performance Strong Growth

Recently, reporters from HOTWIND

The 18th anniversary celebration was informed that the sales of hot air 2014 increased by about 35% compared with the same period last year, and the stores continued to expand. It is estimated that 170 new stores will be opened throughout the year.

In the traditional clothing retail industry generally encountered difficulties, dedicated to "fast fashion" hot wind still maintained strong growth.

When ZARA, H&M, UNIQLO and other international fast fashion brands rapidly entered China, forming a great competitive pressure on the local traditional clothing brands, the HOTWIND hot air which was founded in Shanghai in 1996 is thriving quietly. From a grass-roots footwear retail shop, it has developed into a selected fashion retail chain brand with multi brand and integrated products.

Up to now, the sales network of hot air has covered 101 large and medium-sized cities in Shanghai, Beijing, Shenzhen, Guangzhou, Nanjing, Chengdu, Chongqing and so on, with more than 500 outlets, and strategic alliances with many well-known commercial real estate brands, such as Hang Lung, Joy City, raffles, Wanda and Jusco.

In 2012 and 2013, more than 100 new stores were opened each year, and the number of employees reached thousands of people from the start of business. For this reason, HOTWIND hot air has won the top twenty of China's high growth chain enterprises.

According to industry analysis, HOTWIND hot air swept across the country.

Behind it is the buyer's model, which is called the "hot wind" foundation, to achieve rapid response from endemic to terminal consumers.

At the same time, hot wind has been cultivated locally for many years, and has gradually established the leading edge in industry -- good reputation, complete quality control system, continuous improvement of quality and service, and perfect channels.

Over the past two years, high inventory and online sales "eroded" physical store sales have become a problem for casual wear brands.

When foreign fast fashion brands enter the Chinese market, the electricity supplier brand is growing at a high speed, while the local clothing brands are slowing down. The hot air has maintained a healthy and rapid growth.

The general wisdom of the industry is that the successful wisdom of hot air is the direct mode of assembling Decathlon, the self selection mode of UNIQLO, the fast running of ZARA's industrial chain and the Nike's light asset operation mode, and the hot wind's foundation is its buyer's mode.

It is understood that there are nearly 100 buyers of the whole hot wind and work in different groups.

In addition to finding and suggesting styles, buyers undertake the task of changing money.

The hot wind subdivides his consumption crowd in the 18-35 year old urban middle class. Their grasp of fashion needs "speed".

Hot wind "suit the remedy to the case", try to shorten all the links from buyers to production shops.

Take the shoes produced by the hot air as an example. Every quarter of the 400-500 new footwear products come from thousands of alternative designs, from nearly 100 buyers to capture fashion elements all over the world, and then directly place orders to factories to achieve rapid response to the supply chain.

The core of the hot air buyer's mode is to cater for rather than to lead the trend, which makes hot air expand rapidly while meeting the needs of the market.

Take shoes as an example, the renewal period of shoes is quarterly, and it is listed in batches in spring, summer, autumn and winter.

Hot air is dominated by buyers, and it will be replenished at regular intervals according to popular commodities except regular four quarter orders.

This supplement often comes from the seller's best selling products, or after the buyer's market investigation, the rapid replacement of the popular products in the north and south market.

Hot air also meets the needs of young consumers through three packages of repair, willing to pfer goods, free courier goods, no reason to return goods, reservation and notification of goods.

Hot wind sources said that although the hot summer clothing this summer comes partly from designer's own design, the buyer system will still be the foundation of hot air and will continue to develop in the future.

At present, hot air buyers, apart from the "fashion" version, are also fully involved in material selection, sample testing, order production, quality inspection, and entering all aspects of the store, which have become an important part of the whole quality monitoring system of hot air.

In the face of online sales, the hot wind is half online and half way down the same way. At the same time, online shopping mall began selling clothing this year.

In fact, the hot wind is also working with Tmall, Jingdong, vip.com and Amazon online platform to set up its own flagship store.

But the hot wind still did not stop.

"Channel wins, end is king".

Hot air related people said that the current hot air is still open to 1-2 line cities, while keeping pace with the strategic partner Wanda Group's entry into the two or three line or even four line city.

In recent years, hot air has opened more than 1000 square meters of stores in the country. The industry believes that this is also an important measure for many well-known retail chain clothing brands to deal with Internet sales.

Despite the continuous expansion of storefronts, hot wind sources said that the hot wind will continue to perform the production of quarterly products in strict accordance with the professional implementation standards, constantly optimize the cooperative suppliers, establish a long-term and stable supply chain system, and constantly absorb professional talents. Through the company's training and scientific scheduling system, match the store staff, 400 customer service, micro-blog WeChat and other channels to monitor the service quality of the store's colleagues, keep pace with the expansion and development of the company.