Aldton Breaks Through Tradition And Meets Fast Fashion.

Today, ZARA,

And other fast fashion brands have gained a firm foothold in the international market, and have entered the Chinese market in recent years.

In such a fierce competition environment, whether the local fast fashion brand can go against the trend is a new proposition facing the domestic fast fashion brand clothing enterprises.

Not long ago, during the Sixteenth Annual Fashion Festival of Jiangsu textile and apparel held during the Jiangsu International Fashion Festival, the chairman of the government of Alton, Gong Zheng, was appraised as "the 2013 person in the Jiangsu textile and garment industry". This is the fifteenth China Jiangsu (Changshu) fashion dress exhibition and 2014 Jiangnan international fashion week in May 24th this year.

Gong Zhengzai, the chairman of Alton, was honored after the industry's annual personage.

SPA mode breaks through tradition

Since its founding in 2003, Alton has been developing continuously and has realized the large-scale brand benefit in a short time.

Its chairman Gong Zheng created the SPA mode (the innovative mode of trusteeship), taking the role of industry reformers and pioneers to assume the responsibility of industry pformation.

The SPA mode adopted by aldton has broken through the traditional franchisee mode and formulated unified operation rules for all stores.

Store image, operation management, commodity prices and promotional activities, all shops kept the same pace.

On the one hand, under the unified commodity plan, the group order production is adopted to get the advantage of cost leadership; on the other hand, the agent system is abolished, and the goods are distributed directly from headquarters to terminal through the information management and direct management. There is no intermediate link to ensure the absolute superiority of commodity prices.

In the view of Gong Zheng, at present, the development of SPA mode in China is not mature enough, and the market development space is very huge. Only by constantly innovating, maintaining the vitality and vitality of enterprises, and excavating the potential of SPA itself, can we become bigger and stronger in the fast fashion field and in the garment industry.

For Alston's SPA model, Wang Tiankai, President of the China Textile Industry Federation, said: "as a fast fashion brand, the focus of the enterprise must be turned to consumers, return to the product itself, and start from the aspects of technology, technology and design, so as to provide consumers with better and more fashionable products."

Meet fast fashion demand

In 2005, aldton launched the new concept of "urban leisure" to build China's cities.

The first brand, the financial crisis in 2008, did not stop its rapid expansion of stores.

It is understood that the adoption of vertical vertical management management mode, not only to ensure that the franchisee zero risk, zero inventory, and franchisees can grasp the daily operation of the store, every day will receive the headquarters issued the financial daily report, every month will receive detailed statements.

In the view of Gong Zheng, unlike the way of producing luxury goods, the quality control of the brand is very strong.

"We advocate innovative SPA mode (that is, full managed direct franchise mode).

The so-called fast fashion is mainly from the perspective of meeting the needs of consumers, and how to introduce fashionable products that are in line with the trend in the shortest time, and how to reduce production costs and logistics costs more effectively, and maximize the benefits to consumers.

In addition to upgrading the R & D process, Alton has a long way to go to improve customer experience, enhance staff quality and enhance brand competitiveness.

Gong Zheng said.