We Can Visit The Collection Store Mode To Help Develop And Build Our Own Brand Tree Industry Benchmark.

Yesterday winter, with the drop of temperature, woollen fabrics came back to people's eyes again. sweater , Cashmere sweater Wool Overcoat And so on, for us to open this winter's clothing vision, the world clothing shoes and hat net reporter came to Taiyuan city can dress Co., Ltd., the chairman of the clothing of Niu Xuping, an exclusive interview, and this kind of chilly winter, and what kind of story? Let's walk closer to the costumes.

Taiyuan Ke Du Clothing Co., Ltd. is a retail companies developed by a physical store. Currently, it is mainly engaged in wool and cashmere products. Now 95% of the shops are cashmere products. Since last year, cashmere coats, scarves, skirts and women's shoes have been added.

Niu Xuping: more than 13 years in the industry

Along the way, there are more than 13 years of history. Niu Xuping told reporters that she started the clothing industry to start from the study of clothing and cutting. Because of her love for the clothing industry, she worked in the garment factory for ten years after finishing her studies. She was already very familiar with the control of the whole process, including designers playing board, designing and cutting, accumulated rich experience in the industry, and later engaged in 2 years of Western-style clothes tailoring. Now the wool industry has successfully made volume customization and opened 7 outlets. Because of the steady and steady learning from the beginning and the accumulation of rich experience, Niu Xuping has been sticking to the clothing industry so far.

When Niu Xuping first came into contact with the woolen weaving industry, he evolved from hand weaving to weaving and then to the manufacturers later. Niu Xuping said that at that time, the customization of the factory was very attractive. Because we were working with the manufacturers in Shanghai, we had design planner, craftsmen and so on, so the style was more foreign and started more successfully, attracting many customers. We could customize more than 1000 clothes in one year and establish 700-800 stable customers.

Niu Xuping told reporters that running a direct store needs a lot of qualities: to possess certain professional knowledge, to have certain ability to assemble goods, to display aesthetic ideas in shops, and to operate and operate the shops, and to control them from the market (price, fashion trend), supply sources (styles, fabrics, crafts, etc.).

Gathering store mode to develop independent brand + agent brand management

It was originally a single store, but it was not called "Ke Du". It started out as a self-employed person. It was called "seven colored velvet weaving chain". After several rounds of running around Niu Xuping, it expanded into 14 stores. Later, due to a series of reasons, registered "can" brand.

There are two modes of operation, including self brand and agent brand. Before that, the "impression Grassland" brand of Erdos was mainly made to tailor service. Niu Xuping told reporters that she started from the provincial generation, and spent 7 years doing 35 shops with one hand.

At present, there are 7 direct outlets, including 4 impression grasslands and 3 families, and the company sets up two brand products. Niu Xuping admitted to reporters that it is difficult for a single product brand to support the development of an enterprise all the year round, especially in summer. It is a weak link in the development of woollen fabrics. Therefore, we can choose the collection store mode to develop in order to better realize the operation and development of the company.

And since 2016, 7 stores have been officially merged, and this year's turnover is expected to be 5 million yuan. Niu Xuping said happily that this year it is expected to overfulfill the target of turnover.

Customer positioning accurately adhere to the survival of the fittest

At present, customers are mainly concentrated in Shenzhen, Shanghai and Jiangsu and Zhejiang provinces. They have good cooperation with many brands, such as Chinese spanlation and other designer brands. Among them, the summer silk products have more cooperation with Shenzhen and Hangzhou, including silk, dresses, tops and other products.

It is more mature in style and style, and the pursuit of quality is the age group. The consumer group is about 35-45 years old. Niu Xuping said that from the beginning of the handicraft period of the clothing industry to the present stage, the design and the quality of the products are very high. The fabric and workmanship are the two most rigid standards that can be valued at the moment. Over the years, they have been sticking to their original principles, good things and good products.

When the reporter asked the brand to choose the standard of the cooperative factory, Niu Xuping said that he had been constantly selecting high-quality factories, and would take part in a series of ordering meetings and refer to some knitting magazines to investigate himself. All the factories that did not meet the requirements should be eliminated and eliminated, so as to ensure the quality of the products.

For the advantages of sweater customization and mass production, Niu Xuping explained to reporters: Although the cost of the sweater production is low, the process from the initial production to the consumer terminal is more complicated. Generally, there are four links: the brand, the provincial distributor, the dealer, and the links lead to more expenses. The tailor made is not the case. To remove these intermediate links and reach the consumer terminals directly, the price has become the biggest competitive advantage of the customized battalion, and is more personalized, which can better meet the needs of the consumers.

Quickly adapt to market rhythm, volume customization + clothing sales combination

"With the pace of social development quickening, the speed of market spanformation and spanformation is faster and faster, basically changing year after year. At present, it can be measured as a whole volume customization + clothing sales mode. Tailored to become a major feature, can be adapted to the needs of special bodies and other groups; with the rapid development of society, consumer demand for clothing has also increased, clothing consumption has become the mainstream, "Niu Xuping said." for the rapidly developing electricity supplier field, Niu Xuping admitted to reporters that in the future, he will close to the electricity supplier channel, or will do his own APP, adhere to the steady and steady way, combine the advantages of his own physical store, and realize the operation and development mode of combining entity store with electronic business platform.

Niu Xuping said that at present, on the basis of this year's shareholding, we will focus on building our own brand image as the core task. We will expand again on the basis of the newly established two new shops, but we will never expand blindly. We will continue to spread some community stores in the future. In the current economic environment, we can go upstream. Our turnover has increased at an annual rate of 20%. It has never declined and is very optimistic about the current development prospects. The company will always provide a healthy and environmentally friendly product for consumers, and build a business platform for those who have dreams, and continue to create value for society.