An Exclusive Interview Mode To Help Develop Independent Brand Tree Benchmarks

Already winter, with the approaching of cold current, woollen fabrics are coming back to people's sight again.

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And so on, it has become the favorite food and clothing market of the current clothing market, and has opened the curtain of fashion trend for this winter.

The reporter of the world clothing shoes and hat net has come to Taiyuan city to make an exclusive interview with Mrs. Niu Xuping, chairman of the Clothing Co., Ltd., in this chilly winter, what kind of story will the cattle share with us? Let's approach the costumes.

Taiyuan Ke Du Garments Co., Ltd. is a company specializing in the development of cashmere knitted apparel products, including wool and cashmere products. At present, 95% of cashmere products are cashmere products, and cashmere coats have been added since last year.

Skirt,

Accessories and other products, store category richer and more sophisticated.

The conversation with Niu Xuping began in the emotion of "cashmere knitted products in the large category of clothing."

Because the seasonal demand of cashmere knitted products is strong, this also contributed to the idea of introducing "silk products into the off-season" to make up for the shortage of store sales in the past two years.

After two years of operation of silk products, the sales profits of stores in the off-season have been improved, and remarkable achievements have been made. After the introduction of silk products, the sales volume of single stores in the off-season has doubled and doubled, which is enough to show the precise grasp of the market and keen insight into the needs of consumers.

Can be: adhere to the survival of the fittest, customer group positioning precise

At present, the choice of cashmere products is mainly concentrated in Shenzhen, Shanghai and Jiangsu and Zhejiang provinces. Silk products have more cooperation with Shenzhen and Hangzhou, including scarves, dresses, tops and so on.

In terms of style and style, you can set a more mature, quality oriented consumer group at the age of 35-55.

When the reporter asked the brand to choose the standard of the manufacturer, Niu Xuping said, first of all, we must ensure the quality of the product, followed by the brand style. Fabric and workmanship are the two most rigid standards that can be regarded as the most important. Over the years, we have been sticking to our original principles, choosing the raw materials and making good products.

In the selection of manufacturers, the initial reference to the relevant weaving magazine, and then take part in a series of orders, to investigate in person, for those who do not meet the requirements to eliminate, and always maintain quality as one.

When it comes to price, the difference between mass customization and mass production is that although the cost of mass production is low, the process of product from factory to consumer terminal is more complicated. Generally, there are four links, namely, brand, generation, distributor, and consumer terminal. The cost is increased by multiple links, and customization is not the case. Removing intermediate links and reaching consumption terminals directly become the biggest competitive advantage of customized direct battalion, and it is more personalized and better able to meet the needs of consumers.

Niu Xuping: coming out of the woods, rolling back

Along the way, there are more than 13 years of rain and wind.

Due to the family conditions and the love of the clothing industry, in order to make oneself have a skill base and learn the major of garment cutting, after working in a garment factory for nearly ten years, the process of garment making is very familiar with volume, design, plate making, cutting and sewing, accumulated rich experience in the industry, and then engaged in two years' tailoring for Western-style clothes, and gave up the garment industry for various reasons.

The operation of cashmere knitted goods is also an inevitable necessity. During the switch to the tea shop, the shop next door is a hand knitted custom shop. Because of the lack of professional knowledge of the clothing, the boss can not communicate well with the custom knitted products with the door-to-door customers, resulting in business difficulties, which has led Niu Xuping to take over the road of the clothing industry back to the garment industry.

After taking over the knitting shop, weaving gradually replaced the hand knitting into a trend. After visiting the customers, it was custom-made to the manufacturers in Shanghai. At that time, the factory was relatively diverse in style and rich in color, attracting many customers, making more than 1000 pieces a year, and establishing a stable customer base.

Advance steadily and seek breakthroughs

Steady progress, integration of stores, in determining the manufacturer custom mode, cattle always have the idea of integrating manual weaving shop.

Through the integration of some stores in the city, we set up a "seven colored knitting industry chain".

In the process of gradually strengthening the awareness of branding in the market, consumers seek to pform and become the general agent of a domestic brand in the Shanxi market, and develop 35 distributors for the brand.

During the period of agency, cattle always found that the pure knitwear had great limitations on store sales throughout the year, especially in the summer, it was the off-season of woolen fabrics, and because of its own storefront category was restrained by the manufacturers' factors, the idea of creating a brand was gradually separated from its own storefront.

At present, the company has 7 direct outlets, including 4 brand stores and 3 stores.

Niu Xuping told reporters that running a direct store needs a lot of comprehensive qualities: professional knowledge, group goods capacity, store display and operation capability, from the market (price, fashion trend), goods source (style, fabric, process), inventory and other aspects to control.

Since the inception of the company, the annual turnover has increased by 20%. In 2016, 7 shop statements were merged, and the target of turnover has been over 5 million this year.

Adapt to market and develop rapidly

"With the upgrading of market consumption and speed of change, we can adjust the train of thought and set up a volume customization + clothing sales mode.

Volume customization is a major feature that can be adapted to the needs of special bodies and other groups. With the rapid development of society, the demand for garments has increased and clothing consumption has become the mainstream.

Speaking of future development, Niu Xuping said he will focus on building his own brand image, and now open a flagship store in Pro Xian street to establish a brand image.

With the steady operation of its own storefront, the store will enter the community mode and develop its own APP combined with the community store mode to solve the problem of fast delivery of products.

In terms of talent cultivation and industry continuity, we can adopt weekly training and special guidance, and from the aspects of professional knowledge, marketing mode and service concept, we hope that young people will continue to upgrade in the industry and seek breakthroughs.

In short, in the current economic environment, we can go upstream, and the turnover has increased rapidly.

Niu Xuping said that the company will always provide a healthy and environmentally friendly product for consumers, and build a business platform for people with dreams to create value continuously.