Differentiated Department Store Products: Quality Control And Cost Control

In Japan, MINISO is the founder of the new fashion leisure lifestyle collection shop. It has become the main store of department stores and shopping centers with catering, fast fashion clothes and entertainment, and has begun to expand its business territory to Asia. At present, there are hundreds of stores in MINISO in Asia. In China, in less than a year, nearly 200 large lifestyle stores have opened, and other 20 to 30 stores have been leading other brands into China. Exploring the popularity of MINISO products in Asian retail market is the strong control of quality and cost, and ultimately the spanformation of brand value in the minds of consumers.

"High quality and low price" rewrites the boundary of fashion leisure department stores

As a pioneer in the field of fashion leisure department stores, MINISO has launched in-depth research on China's life department store market before entering China. The result is unexpected. Although the whole life department store market is showing a diversified format, but with the awakening of self-awareness of the new generation of consumers, the small scale and low grade mode has been rejected by consumers, and it is difficult to adapt to the requirements of the development of the market economy. "Name creation and superior products are brave enough to challenge the tradition, integrate all the innovative resources owned by them, and assemble the creative life department stores to form a collection of high quality, creative and low cost lifestyles." Miyake Jun, founder of MINISO, said.

In Japan, this form is known as the "lifestyle collection shop". It is one of the core formats of Japanese retail industry and is loved by consumers. Whether it is in the Japanese MALL store in Tokyo, the flagship store in the early rice field, the Kade store in Beijing, China, the global port store in Shanghai, or the Chinese Plaza store in Guangzhou, MINISO is creating a new fashion leisure lifestyle collection shop with the new retail format. It has become the main store of department stores and shopping centers with catering, fast fashion clothes and entertainment, forming a unique industry operation mode, attracting the industry's admirment. What is even more impressive is that in the face of fierce competition in the Chinese market, MINISO famous brand has always pursued the "simple, natural and rich sense" philosophy of life and the brand idea of "returning to nature and restoring the essence of products". With the core concept of "life" and "home", the design and development of products will combine nature with life, practicality and classics, and create products that will never be outdated. Moreover, the MINISO brand is the best combination of high quality and fast fashion of the brand. It is committed to building the brand of the fashion leisure department store chain with core competitiveness of the brand, providing consumers with genuine "quality, creativity and low price" products, and truly rewriting the boundaries of the fashionable leisure Department stores.

It is reported that in order to fully guarantee the quality, creativity and low price of the products, the MINISO name and quality products insist on selecting the right high-quality materials from all over the world. Over 80% of the products originated from Japan, China, Korea, Singapore and Malaysia, and 80% of the original design products of Japan greatly ensured the brand tonality of the MINISO brand. Few people know that behind the MINISO, the top quality products are hidden behind the secret weapon escort. The fashion buyer team of hundreds of people has been stationed in the United States, Denmark, Japan and other places, collecting the most fashionable IN information in the world, providing a solid backing for brand product design.

If product design is to ensure product quality from the most fundamental source, the regulatory system derived from the product is a comprehensive monitoring of MINISO quality products. In the process of establishing this regulatory system, the MINISO name creates excellent products to carry out the advanced and effective supervision method of "mysterious customers" into management, and observe and supervise the product quality and service personnel with the two eyes of customers and managers, aiming at providing consumers with comprehensive quality services, and truly implementing the concept of "respecting consumers" to put them into practice. Even in order to more closely control the safety and quality of products, MINISO has launched a series of "non labeling blind measurement" activities among consumers, so that consumers can make the most objective choice with the most direct experience, and constantly adjust the quality of products according to the real needs of consumers, carry out several checks and inspections of "quality", and finally let the products dominate the market direction. The product developers of famous and high quality products challenge the limits of quality and price all the time, and strive to provide consumers with real "quality, creativity and low price" products.

Cost control to build strong brands

With the continuous development of commodity economy, how to effectively control costs has increasingly become an important factor affecting brand development. Especially when the market economy is developing and improving continuously, enterprises must control costs better if they want to stand out in the competition of day to day, so as to realize the maximum profit of enterprises, so as to enhance the competitiveness of enterprises and eventually become invincible in the market competition.

For a long time, one of the most important factors in the success of the department store industry is whether the operation efficiency and level of the supply chain are up to standard, whether it can control the cost more effectively and optimize the whole operation. In this regard, the MINISO brand has been insisting on two aspects. On the one hand, the "MINISO" brand has adopted the "buyout system" advocated by the internationally famous large retailers, so that the supplier can not worry about the sale of goods, which basically simplifies the management of enterprises, reduces many unnecessary intermediate links, and greatly reduces the circulation cost and realizes the continuous growth of total volume. In this regard, Miyake Junya pointed out: "the implementation of the buyout system plays a vital role in controlling costs and enhancing brand value. Fast fashion In the field, like H&M and ZARA, they are buyout system, and the MINISO name is the best product, which shortens the account period to a month.

On the other hand, in order to reduce the circulation, MINISO products are directly linked to the external suppliers of the enterprises, strengthening the control of raw material prices and product quality, which not only achieves the cost savings of logistics, but also effectively controls the attrition rate of commodities. In view of the implementation of brand global strategy, MINISO The famous and excellent products extend the supply chain system to the whole world. Relying on advanced information network technology, the resources are effectively allocated, and the competitiveness and efficiency of the entire supply chain are improved in an all-round way. The brand strategy of new products in seven days is achieved to meet the individual needs of consumers.

Based on the two-way and deep ploughing of quality and cost, MINISO brand has achieved rapid penetration of the brand in the Chinese market, leading to other brands entering China with sustained high performance and brand attention, and has won high recognition from the industry and consumers. At the same time, adhering to the business concept of "leading fashion consumption and creating a high quality of life", we create the best brand of MINISO, providing consumers with "quality, creativity, low price" products and better quality terminal services as the core. We strive to create a leisure product brand with quality speech and close to the people's livelihood, which has been highly recognized by the market and consumers, and is leading the new trend of global consumer goods consumption trend.