Shimamura Why Do We Win By Surprise?

According to the world clothing shoes and hats net,

It not only subverts tradition, but also speeds up the waves.

The latest example is Japan's Shimamura breaking through the UNIQLO army of the fast selling group, and even the growth rate has outperformed the Japanese brother.

Japan's economy has been losing people for 20 years since the bubble burst last century.

Xun sells a large number of overseas stores with its brand name UNIQLO, and its annual profit growth can reach 50%.

But in the second quarter of last year, the profit growth of fast selling also dropped suddenly and even suffered losses.

However, as long as the brain is flexible, we can kill the tight encirclement in the dying economy.

And the main attack on Japan.

Shimamura shows another state:

In the first half of this year, net income of Shimamura rose by 46% to 16 billion 700 million yen, exceeding its expected target.

The annual operating profit is expected to reach 462 billion yen, an increase of 15.8% over the previous year.

This has also forced its main competitor to sell low prices.

GU.

Enriching brand lines to meet different consumer needs

Shimamura, a Japanese clothing retail chain company, was founded in 1953 in tokawa Prefecture, Saitama Prefecture, Japan. It was originally known as the "Island Village recognized clothing store". It was renamed and used in 1972 and was listed on the Tokyo stock exchange in 1988.

Shimamura's business philosophy is to contribute to improving the consumption life and life culture through business activities.

At the early stage of its establishment, the company opened a chain store in Japan based on the name "Fashion Center Shimamura", which sells women's fashion and practical clothing from 25 to 45 years of age.

Since then, Shimamura has developed 4 brands, including the 15 Avail to 35 year old women and young customers group, the "Avail" series (1997), which is dominated by casual wear and apparel, and the "Birthday" series (1999) featuring the sale of infant clothing and supplies; the "Chambre" series (1999), mainly female jewelry and miscellaneous goods; the "Divalo" series (women's shoes) and groceries and groceries (2006).

Why do we win by surprise?

"Dress is plain, cheap and happy", is Japan's second ranking, the world's ninth fast fashion brand Shimamura's "money making formula", selling clothes in the dying economy to sell, its winning way is not simple.

1, the location of stores is large, not necessarily located in high-end shopping areas.

Shimamura did not hire fashion designers or stars to make models. Most of the stores were located near public houses rather than high-end shopping centers.

At the beginning of its establishment, Shimamura demanded that the share of rental gross profit should be maintained at around 15%. This high requirement can ensure that the company can gain higher profit margins.

Therefore, Shimamura does not expect to open stores in high-end shopping areas. Instead, it is mainly located in the main areas of the countryside, with an average area of about 10000 square feet (about 929 square meters) as the starting point.

Shimamura can challenge UNIQLO, maybe that's one of the reasons.

2, goods are mainly produced from overseas low-cost factories.

The biggest difference with UNIQLO is that Shimamura is not "manufacturing retail". It does not produce goods in itself, and goods are mainly produced from overseas low-cost factories.

Moreover, the company is famous for its efficient logistics in Japan, and it aims to reduce costs and achieve low price sales.

The chairman of the 56 year old Shimamura said in an interview: "the reason why we survive is not gambling, but focusing on what we are sure to win and become familiar with. This is the most basic policy for enterprises."

3, product diversification, size is complete.

Shimamura stores usually have tens of thousands of goods for customers to choose from, and the quality and low price of their products are all better than those from UNIQLO.

Shimamura sells products based on fashionable casual wear, including men's wear, children's wear, men's and women's underwear, men's and women's shoes and socks, household goods, bags, belts, shoes, cosmetics, textiles, baby products and groceries.

The proportion of women's clothing is 31%, male clothing is 8%, underwear 27%, infant and children's clothing 7%, household goods and other 27%.

For overseas expansion, ambition is not big.

At present, there are more than 2000 Shimamura stores, most of which are located in Japan.

In Greater China, the Shimamura brand has 54 stores, among which there are 12 "dream music Shimala" stores in China, Zhejiang, Zhejiang and Shanghai, and 42 "Si Meng music fashion houses" in Taiwan.

Although the Chinese market is hard to see fast selling, the Shimamura in Japan seems to have little ambitions for overseas expansion and maintains a more conservative strategy.

In contrast to UNIQLO, as a pillar brand of fast selling, it has expanded to 958 stores overseas, including 472 stores in mainland China.

However, Shimamura also emphasizes that it is totally different from UNIQLO's goal: UNIQLO's overseas market accounts for a large proportion, while Shimamura is mainly for the domestic market.

President Shimamura said, "fast marketing is far ahead of us. We are just an ordinary company.

We can't copy them. We must operate in our own way.

We don't gamble. We only do things that we can understand. "

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