The New Business Model Of Women'S Clothing In Quanzhou Has Sprouted.

Recently,

A fashion show at Beijing Hotel Jinyuan made the industry amazing.

As a representative of Quanzhou women's clothing, Jinyuan once again stood on the highest stage in China, showing its extraordinary beauty, writing a thick and colorful color for Quanzhou women's wear.

In fact, although Quanzhou's men's clothing is not as high as the top in the domestic market, but this year, Quanzhou women's wear is also sending her voice more and more frequently.

In these voices, what is most worth mentioning is the spirit of Quanzhou women's dress innovation. They have learned the successful experience of Quanzhou men's clothing, but they do not follow blindly. Instead, they are innovating business models on the root and exploring a way that is really suitable for the development of Quanzhou women's clothing.

Distribution of goods to make a subscription system

Quanzhou

The biggest difference between business men's clothing and Quanzhou is the different choice of ordering and distributing system.

Coincidentally, Hong Shaopei and Liao Wenwei, the two largest women's wear brands in Quanzhou and their neighbour girls, chose the distribution system at the beginning of their brand establishment.

In 2003, it was the age of Quanzhou men's clothing that dominated the order system. But Hong Shaopei and Liao Wenwei did not follow blindly. Instead, they chose a road that seemed to take greater risks.

In 2003, when Hong Shaopei's Jinyuan and Liao Wenwei's neighbourhood girls set foot on the brand road, they carefully studied the fashion brand's popular mode of "placing orders and distributing goods as auxiliary", and found that this mode of operation could expand the brand proposition and quickly expand and strengthen the brand business. However, due to the lack of consideration for the interests of dealers, there are various business problems arising from the difficult allocation of value chain and the precise implementation of brand service culture.

In view of the current situation of enterprise resources, Hong Shaopei and Liao Wenwei have chosen a distinctive distribution system mode.

Mao Jinhua, general manager, said that Jinyuan never opened orders, what products the market needed, what products Jinyuan would provide, and what products the dealers would sell.

The biggest difference between the marketing mode of "on-demand production, on-demand supply and on-demand sale" is that the dealers of Jinyuan do not need to take great risks.

Jinyuan distributors can also independently choose what products to enter and how many goods they enter into the company according to the company's basic distribution and market sales.

When nearly ten years later, when consumers become more fashionable and pursue the trend, the market has realized the foresight of this practice.

Liao Wenwei pointed out the way out: "the distribution system is adjusted according to different times and different consumer habits.

Female consumers are more innovative and innovative. If women's clothing is still in line with men's business practices, dealers will not be willing to order, or in other words, consumer demand is forcing businesses to make such changes.

This is the rules of the clothing industry. "

Focus on consumer demand

To implement the distribution system, the brand must have an accurate judgement of the market and have a precise grasp of the product style.

In order to make the goods distributed to the distributors marketable, Quanzhou women wear the scientific research on the desire of the market and the target group, putting the R & D and design of products in the first place of brand management.

It is reported that although headquarters remain in Quanzhou, Jinyuan, neighbourhood girls, proud brands, flower Trojans and other brands have set up R & D centers in Guangzhou, Xiamen and other places.

Lin Jinyong, the proud general manager and He Weiting, chairman of flower horse, said that in order to meet the consumer habits of Qiu Xin, a female consumer, they had more than 40 people in Guangdong.

Liao Wenwei introduced the commodity purchase and R & D center set up by the girl next door in Guangdong, and trained a group of excellent designers and fashion buyers. Every year there are 5000-6000 styles of the market, and every week they can update 2-3 stores' products, "to ensure adequate supply of goods, marketable products and quick updates of new products."

The chief designer is still in charge of the system, and Jinyuan still invites research institutes such as Peking University, Huaqiao University and other research institutes to carry out systematic research on potential consumers, store owners, franchisees and distributors, and carry out scientific analysis of similar commodities, business environment, marketing mode and commodity style. It also makes a detailed study of the composition, occupation, income, preferences and emotional orientation of target consumer groups, and analyzes and studies the influence of shop display, brand image and fashion culture. It is scientific, detailed and concrete, so as to understand and grasp the fashion demand trend of target consumer groups. And even with Hong Meixuan.

To sum up, in Quanzhou's "fast fashion" women's clothing, whether the product can be put into the market or not is not a design director, not a marketing director, nor a general manager or chairman. It is a merchandising evaluation system consisting of franchisees, store owners, and core personnel of R & D and marketing.

Building a fast response supply chain

On the one hand, women's clothes are seeking more money and faster reaction speed. On the other hand, Quanzhou women's clothing, apart from 50% of its own production, is mostly "light assets" without production.

How to make the information of the terminal timely feedback to the headquarters and to the outsourcing suppliers, how to let the suppliers of the foreign trade accept the "quantity less" and ensure the delivery period and quality of the products become a difficult problem before the Quanzhou women's clothing "distribution system".

In this regard, Mao Jinhua introduced, Jinyuan invested heavily in research and development Jinyuan brand mode of ERP information system, created a highly efficient automation technology operation information platform, the whole country Jinyuan brand store the first day of sales facts and detailed data analysis, the company management level can be in the office computer in time to grasp.

Management based on daily weekly sales data analysis to determine the sales volume of the best seller and the monthly production volume.

Jinyuan also set up a quick replenishment system.

It is reported that in order to ensure quick replenishment to more than 1000 stores in Jinyuan, Jinyuan has established a large supply chain system from commodity planning to commodity R & D, procurement response, production coordination, commodity control, channel marketing, information support and logistics distribution, etc., and six major management systems, including unified distribution, unified image, unified price, unified propaganda, unified service and unified management, so as to ensure efficient operation of the operation system.

Liao Wenwei also said that the number of neighbourhood girls planning stores in 2015 will exceed 1500.

Facing the market changes and the rapid growth of the number of stores, the girl next door has raised the supply chain and logistics management to a strategic height.

"In the future, the girl next door will advance the modern management and operation of the supply chain and logistics, and the application of new logistics technologies from the height, according to the company's strategic planning, and make use of advanced information technology and logistics technology to create an efficient supply chain for quick response of the next girl, improve the logistics level, reduce the logistics cost, and make the model of" fast, popular, small and diversified "for the girl next door be most vividly displayed.