AOKANG Asked Muji And ABC Mart.

Yesterday, the "AOKANG learning group" came to the list of the shopping center and the Shibuya business district, which is the center of the Asian trend.

The commercial format of Japan basically revolves around the central subway station, forming such as Ginza business district, Shinjuku business circle, Akihabara business district, table Shen road business circle, Shibuya business circle, etc. among them, Shibuya business circle, especially young fashion brands and department stores, has become a very characteristic commercial district.

This is not only the center of Tokyo group company, but also the famous department store, fashion shop, catering shop, coffee shop, custom facilities and so on. It is also densely populated like the city of Japan, which is listed as the "24 hour sleepless Street" as well as the Japanese Shinjuku business circle. At the same time, it also has the reputation of "the streets of young people", making Shibuya become the birthplace of all kinds of popular home and abroad in Japan.

"We see the most fashionable side of Japan in the way of watch and road Shibuya, which reminds me of Wenzhou, which is building a fashion capital."

Wang Zhentao said, "Wenzhou has always been famous for its developed light industry, and the rise of fashion industry is rooted in the light industry with clothing and shoes as its core.

Therefore, through learning Japanese businesses and enterprises, we are also thinking about how to bring into play the advantages of clustering, brand and marketing of light industry in Wenzhou, so as to lay the foundation for Wenzhou's development of fashion industry.

Wang Zhentao told reporters that Wenzhou has been advocating the creation of fashion capital in recent years. It is a model of learning in Wenzhou.

He thinks: "creating fashion capital is not enough to meet the needs of fashion, but also needs to guide and cultivate the consumption of the market. This requires the joint efforts of enterprises, industry and government, so that the five Horse Street in Wenzhou can also be seen as a general fashion and a deep fashion."

During the inspection of Shang Shen road and Shibuya, Wang Zhentao also went to the ABC Mart and the Muji flagship store of the large footwear chain store, which was also named "AOKANG group".

And invites Matsui Chusan, the former director of Muji and the former sales champion of ABC Mart, a Japanese shoe giant, to enter the training class, and to explain the success of Muji and ABC Mart for AOKANG team.

MUJI is a Japanese grocery brand. In 1983, it opened its first franchised store, and its concept of simplicity, simplicity, environmental protection and people-oriented was rapidly developed. Then, because of the big business illness, the weakening of brand characteristics and strategic errors, Muji was once in a predicament, and even appeared in a state of zero profit and loss.

At this critical moment, Matsui Chusan was appointed chairman of Muji company, and saved MUJI products by remolding the brand, expanding the commodity line, selling the factory directly, and controlling inventory.

"Rather than Muji is a brand, it's better to advocate a way of life!" Matsui Chusan said in his lecture. The core connotation of Muji is the integration of traditional tea culture and Zen culture. One of its greatest characteristics is minimalism.

Its product takes away the trademark, eliminates unnecessary design, removes all unnecessary processing and color, and simply leaves only the material and function itself.

In the development of commodities,

Strict regulations on design, raw materials and prices have been made.

For example, clothing should strictly abide by the design principles of no pattern, grid and stripes, and only use black and white, brown, blue and so on. No matter how popular the fashion is, it will never exceed the design principle to develop products.

MUJI has many regulations for environmental protection and consumer health.

No use, such as PVC, Teflon, stevia, sorbic acid, etc.

On the packaging, the style is also pparent and plucent, as far as possible.

MUJI has also won the support of environmentalists because of the importance of environmentally friendly recycled materials and the simplification of packaging to the most basic state.

"Why do we need to focus on ABC Mart? Because, as footwear retailers, the net profit margin of ABC Mart is nearly 20%."

Learning Japanese shoe giant ABC Mart can be said to be one of the highlights of Wang Zhentao's trip.

In recent years, with the increasing willingness of "the world is so big, I want to see it", the number of visitors to Japan has reached a record high.

Benefit from this, with large footwear chain stores

The Japanese retail industry, represented by Japan, has also made a lot of money.

It is not hard to find that the surge of tourists visiting Japan is only the direct cause of ABC Mart's higher profits.

Fundamentally, this is closely related to ABC Mart's own business strategy and product development capabilities, as well as the grasp of the dynamics of consumption.

An important reason for the high profit of ABC Mart is its unique brand goods.

It is understood that in the international brand shoes sold in ABC Mart, nearly half of the sales are the products that ABC Mart has designed, manufactured and sold independently after the authorization of the trademark.

The other part is the products developed by ABC Mart and manufacturers, and the newly developed products are 6-7 of which are not sold by other stores.

In this way, ABC Mart owns more than 75% of its own brand goods, and avoids the competition with other shoe stores to the maximum extent. The influence of the international brand has increased the added value of the product, and its gross profit is almost 6 higher than that of its peers.