Love without season - to create new opportunities in the apparel industry

In the initial stage of Huawei's development, there were three professors who asked whether they were positive or not: "What is Huawei's strategy?" Ren Zhengfei is overwhelmed and beats the case: "Huawei has no strategy. If it does, Huawei's strategy is to survive!" Coincidentally, in a recent forum event, when the moderator asked "Do not look for a business model in the early days," Twitter's two co-founders and LinkedIn co-founders similar opinion is: NO, it is not a start-up company And the corresponding stage entrepreneurs should consider things. As the newly rising chain of franchise companies love no season , recently issued the same voice. Follow the trend of making a hero Information provided by the China Business Federation shows that by the end of 2010, the Chinese people's clothing consumption has exceeded 800 billion yuan mark. In recent years, the clothing industry sales market has succeeded a group of wealthy businessmen and industry pride. Due to its huge market space, short payback period, high return rate and low operating risk, apparel sales are still favored and sought after by investors. The production and sales of China's garment industry have been developing rapidly in recent years and have become the backbone of the national production and consumption. With the proliferation of many brands too fast, many companies to meet the full range of products to meet the production, sales differences caused by the geographical differences between North and South China, so that more and more manufacturers have become more and more inventory, become a pressure. Taking the example of the retail giant Metersbonwe, the inventory at the end of the first year (2009) after listing was 900 million, but soared to 2.5 billion in 2011. The inventories of the spring and summer of 2011 and earlier accounted for 15% Billion, accounting for nearly half of the net assets (3.2 billion) of the United States. "Let all the factories shut down, their inventory in hand enough to sell in China for three years!" These few words for the classic joke, but it tells the difficulty of brand inventory. Under normal circumstances, the brand manufacturers will have 15% of all the inventory backlog, which we call the benign inventory. However, over the years the brand expansion, the crazy pursuit of huge profits, has so many brands facing a huge inventory of dilemma. Brand new discount show The inventory caused by the relative surplus of production is a problem that whenever the garment industry has to deal with. With the population of 1.4 billion people in China, the crazy expansion and extensive operation make the inventories of many brands accumulate and produce more, but the economic pressure nowadays The objective existence of the customer to buy habits more and more rational, however, the continuous growth of the stock has brought great resources for the brand discount and billowing profits. This model has been very mature in foreign countries, such as the United States TJX is the largest brand discount apparel retailers, is focused on apparel seasonal sales season businesses in the United States, Canada, Britain, Ireland, Germany and other European and American countries opened a total of more than 2,800 Home storefront. As of March 3, 2012, TJX Corporation has a market capitalization of $ 28 billion, with revenue of $ 22 billion and net income of $ 1.3 billion in the last 12 months. In China, brand discount is still in the developing stage, not known as Love Furui Garments Co., Ltd. (hereinafter referred to as Love Furui) has quietly turned these brand problems into business opportunities, the use of well-known brand of quality and influence , To help customers. Buy some of the manufacturers to buy distinctive style, designed for their own shop sales; to absorb the excess of planned goods business plans to enrich the customer demand for innovative and affordable. At the same time covering the community shop, street shops, large outlet Square brand integrated IFREE are also gradually moving to camp in Hubei, Hunan, Sichuan, Shandong, Henan and other places, the formation of more than 200 sales outlets in the form of brand discount sales These brand clothing, market feedback generally popular. Almost all customers buy clothes, they will ask whether there is discount discount, almost all shopping malls or street clothing shops in the upcoming season, will take discount or discount gifts and other models, and actively sell the goods, and is the model Very popular with consumers. At present, the fabrics and styles of the apparels have been developed to a very mature stage. There is a great space for consumers to choose. Pop elements will popularize for 1-2 years because of differences in East, West, South and North, and in fact, 2 years and not out of date, as long as the good choice of goods match, but also to benefit customers, both producers and customers are happy, both for producers to bring high-quality cash flow, but also for customers with real benefits . Clothing industry Gome, Suning In the development process of love without season, will often be asked: "The clothes sold in the store is not your product?" "How to determine different commodity groups according to different business district, how do you ensure product quality? Avery established the terminal sales channels formed a store brand: IFREE. And the United States, Suning, like the store, Epworth may also have Koen Tee Si, the EU force, Po Loi, Jiangbei commoner, Qiushui Iraq and many other brands of goods. Headquartered by large quantities of brand manufacturers to access inventory sources or with the brand manufacturers to finalize the cooperation in the form of access to the outside world unimaginable source of supply, then self-established channels to these brand products once again sold to the terminal market. At this point, the original brand thousands of apparel can be 2 fold or 4 fold sales, the original high-end shopping malls can become more pro-people. The biggest distance between the consumer and the brand comes from the price gap. The business philosophy advertised by Love is to relieve the generation gap so that stocks that are burdensome for the brand will be changed to become popular in the market commodity. To TJX par, do deep into the crowd Outlets As early as the 90s of last century, Avery CEO Yang Jun has insight, brand discount for China is not an industry can not go. Brand originated in the United States in the 60s discount (also known as Outlets) now account for nearly 20% of its market share, and stores, shopping malls, online stores keep pace with the retail economy for the four major economies. However, unlike the traditional Outlets, Avery does not focus on setting up an international discount center for brands such as Shanghai Grand Gateway. But will be locked in the field of vision for the general consumer areas. Men's section of the plate: Avery Swiss famous collection shop and women's section: love without season · Famous Products The products sold in the museum is not a luxury, but is widely sought after by domestic consumers shopping brand. Avery CEO Yang Jun believes that the discount mode of operation of foreign countries can not be a full copy, but to combine China's national conditions. We open up more than 50 square meters of street shops, thousands of square meters of Outlets Square, the consumer groups faced are still the general public, mining suitable for sale brand, while looking for partners with common ideals. Restructuring of resources to seize the market gap On the other hand, the reason why brand discount can rapidly develop in just a few years lies in its function of filling the market gap. Brand is usually top-down, by a second-tier cities to guide the third and fourth tier cities in the brand expansion. In many shopping malls in the smaller cities hard to find traces. Brand means personality, personality means brand has always had 20% of consumer bottlenecks. However, more consumers need or even desire branded goods. Brand discount to multi-brand, multi-style, multi-discount these advantages quickly occupy, infiltration into a broader area, block. Strategically speaking, if brand owners are good at encircling the countryside from their cities, then the strategic thinking held by them is that all levels of cities and business circles at all levels should develop together. Through the reorganization of branded products, the distribution channels of products will be simplified. Is "the right goods, on the right place," so as to achieve the reorganization of the advantages of the entire channel, rejuvenate the brand of goods, the second life, the inventory into gold. In Hunan, Hubei, Sichuan and other second and third tier cities, the love of non-seasonal shops opened up the wind and water, less than 5,000 yuan in store rent plus strong purchasing power of consumers, many franchise stores a month to earn twenty-three thousand simply playing with Like. Let some employees jealous, have resigned "sea", start a small boss. For many years the industry infiltration, love and no season people bent into the business area, devote themselves to study the law behind its success. The results of the whole company was taken aback: "a 30-square-meter shop with at least 3 individuals, 4 individuals can easily break the 100,000"; "store layout not only affect each other, but we must echo each other"; "Old customers You can make shop live very moist. " Love season without focus on the strength of partners, positive upward, with the trip to success.