Single Store Annual Sales Exceed 10 Million, How Many Things Have The Women's Clothing Brand Done?

In the summer of 2012, the brand of hangers was born in Shanghai, and in a short span of 6 years, with a lightweight strategy of riding a dust, it quickly grabbed the competitive market.

In 2017, the clothes hangers, Shanghai dragon dream shop and other shops handed over a single store annual sales of over 10 million transcripts, which was successfully set up as a benchmark store.

With a clear market positioning, hangers will focus on products, fabrics, channels, management and so on, from 1 stores to 2018 stores, and will continue to seize the market share, and strive to 2020, the clothes rack will be full of 300 stores nationwide, and strive to achieve sales of 1 billion yuan.

Despite the strength of the parent company, all the achievements made by the hangers are inseparable from the insight of the founding team to the market.

Precise positioning

The clothes rack is keenly aware of the change of consumption concept. The product is located in a 28-38 year old young woman who is mainly employed by white-collar workers, teachers and lawyers. This group has a more youthful mentality, love sports, love reading, and advocate a healthy lifestyle. They pursue the sense of quality and sophistication, feel the interest of contemporary life, and have strong economic strength, and become a fan of clothes hangers quickly.

Positioning of the clothes hanger in the 2018 autumn and Winter Show

Layout Shopping Center

At present, the clothes rack women's clothing store is located in a popular shopping center in the second tier cities, and the high popularity of shopping malls brings many visitors to the hangers.

The clothing industry's consumption upgrading has been irresistible. Shopping center will become the focus of clothing industry in 2018. It can be seen that the layout of hangers can be regarded as the lifeblood of the industry.

The products of clothes hangers focus on originality and quality, and have a professional original team. The team has more than 100 designs of original flower pattern each year, and has maintained a long-term cooperative relationship with British CIRCLELINE.

In terms of fabric selection, in response to the environmental protection concept of the international design community, the hanger also uses high-tech functional fabrics such as corn fiber, bamboo fiber and silk protein.

Upgrading single store quality

It is understood that the clothing brand in 2015 -2017 brand compound growth rate reached 90%. In 2017, when the number of new stores increased by 6, the market size of hangers increased by more than 70% over the same period through upgrading the quality of single stores.

In 2017, hangers successfully built a ten million scale shop: Dragon dream shop in Zhongshan Park, Shanghai, through various measures such as promotion of store team, standardization of store management and new store installation.

Hanger store image renderings

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Stores accelerated until 2020, and the number of shops nationwide was no less than 300.

Clothes hangers will usher in a wave of shops. In the very recent 2018 order meeting, the hangers announced their ambition of development.

The terminal sales target of hangers is: in 2018, sales reached 250 million to 300 million yuan, reaching 500 million yuan to 600 million yuan in 2019 and 1 billion yuan in 2020. 2018 of its sales grew nearly double the actual value in 2017.

Clothes hangers also put forward higher requirements for the growth of the number of stores: 120 stores opened in 2018, and 200 in 2019, and 300 stores in 2020.

Hangers are also planning to build benchmarking shops in various provinces and cities, such as tens of millions of shops, etc., to establish clusters of shops to form brand potential energy. At the same time, it also put forward the specific target of benchmarking shop: in 2018, the hanger brand plans to build 3-5 tens of millions of shops; in 2019, the hanger brand plans to build 10-15 tens of millions of shops; in 2020, the hanger brand plans to create not less than 30 tens of millions of shops. Its massive commitment is obvious.

02

Establishment of intensive expansion of branches and key layout of Yangtze River economic belt and coastal provinces and cities

In addition to speeding up the expansion of stores, the obvious changes in hangers over the next 3 years will also be reflected in the business model -- the establishment of a market expansion model with branches as the main concern.

In 2018, the hangers planned to open 2-5 branches. The key areas were concentrated in Jiangsu, Zhejiang, Hubei, Chongqing, Sichuan and other provinces.

In 2019, the number of branches will increase to 5-8, focusing on the layout of the Yangtze River economic belt and coastal provinces and cities.

By 2020, hangers will set up 8-12 branches, and further push forward the construction of branch offices according to the actual market development.

Business growth and scale expansion have put forward higher requirements for the management mode of hangers.

Hangers believe that the establishment of branch expansion is easy to concentrate resources, facilitate the operation and management standards and mode implementation of headquarters output, so as to facilitate more precise market layout and sustainable development, as well as timely adjustment of product structure in response to market reaction.

03

Explore diversified business models and develop multi brand strategy

The hangers not only use the electricity supplier as a channel to digest inventory or increase sales, but also hope to create a consumer experience centered on electronic business. In 2018, the hangers chose to cooperate with Tmall, glamour. In the first quarter, hangers opened up online and offline merchandise and some member resources, up 200% from last year's sales. Future hangers will pay more attention to content providers and social networking providers.

In addition, the clothes rack will also vigorously develop members and VIP members, and gradually build a base camp of official activities based on official mall and WeChat official mall, providing members with surprises, colorful activities, and members sharing interactive community culture.

In the developing market environment, some clothing brands have chosen the multi brand strategy. At the same time, they also plan to add more new elements at the end of the product, vigorously enrich the product SKU, and choose a new concept of lifestyle collection store to provide more scenes for clothing and daily necessities according to the customers' daily life and consumption habits.

At present, the pursuit of women's clothing is tending to pay attention to product quality and connotation. More and more brands have explored their own design styles to adapt to market changes, especially the lifestyle needs of consumers.