Shishi Garment Enterprises Fast Fashion +O2O Simplify Links Accelerate Innovation New Starting Point

Ever since Z ARA Ortega and Liu Jing, the chairman of UNIQLO, became the richest in Europe and Japan. The development mode of the "fast fashion" brand of the two garment industries began to "worship" the domestic brand clothing enterprises, and with the fierce impact of the "Ali Department" leading electric business, "O2O" and "fast fashion" became the "two words" most commonly talked by clothing entrepreneurs in recent years. After years of exploration, Shishi enterprises, represented by Jinyuan, Backstreet district and Ji Jile, gradually began to find their own "fast fashion +O2O". "The most basic prerequisite for fast fashion and O2O is to avoid intermediate links and price differentials." Hong Shaopei, chairman of Jinyuan Fashion Co.

The world's martial arts are fast breaking.

"Recently, we have been preparing some information about the" fast fashion "mode. Backstreet area Clothes & Accessories Chairman Chen Rongcong has recently become the industry's " Sensation "Not only Quanzhou and Shishi City leaders visited and investigated their companies, but also some industry people visited the city, hoping to learn one or two. Why Backstreet area Seems to be a synonym for "fast fashion" overnight? "On the 8 day, from the purchase of raw materials to the listing of finished products, the Backstreet area can be so fast." Chen Rongcong said that the key word of "fast fashion" is "fast". Whoever can win faster will win a broader market and a larger consumer group.

In recent years, the textile and garment industry has encountered unprecedented challenges. The oversupply of clothing products and the phenomenon of homogenization are serious. The fierce impact of the electricity supplier on the offline market has resulted in the "price war" becoming more and more intense, and then a vicious circle pattern is formed. "The present clothing industry is roughly divided into four types." Chen Rongcong introduces, the first is a big brand, such as Seven wolves , Joeone Anta and other brands with high market share and influence in the market; two, the market brand, also can be said to be a brand supplier, not only to open the terminal image shop, but also to provide the original product brand for WAL-MART, Carrefour and other world-famous chain supermarkets and stores; the three is the processing enterprise, that is, the ODM enterprise, goes the pure processing OEM route; four is the trade type, also can be called the wholesaler, the rear Street location has second kinds, namely the market brand, does is "the beautiful clothing", also is everybody often said "fast fashion" men's clothing.

"We could do it 15 days ago one or two years ago." As a representative of Fujian women's wear, Jinyuan always takes the lead. When other women's wear goes on the "join" route, it has pioneered the "distribution system", and under the environment of O2O and the "fast fashion" era, the "goods distribution system" has accelerated the spanformation and flow of Jinyuan.

"At present, we have already exceeded 1000 stores." Zhang Zhize, general manager of Ji Ji children's wear, said that with the largest store covering more than 300 square meters in the northeast, the shop opening rate slowed down in the past two years. "Now we have to stabilize this figure. The quantity is not much, but we must make money." In 2013, there were only more than 300 stores in Ji Ji Le, which had developed into a "thousand store scale" in more than a year. In the final analysis, the reason is "fast", "we are now on the 15 day of the new model."

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Realizing O2O to simplify reproduction

Why? Tmall The reason is very simple, one is a variety of products, one is the price is cheap, "joining mode has highlighted its disadvantages now." Gao Pei Rong, Secretary General of the Shishi textile and Garment Association, believes that any mode can not be "one to eat fresh all over the world". Keeping pace with the times and constantly innovating is the "King's way". In the early days, the era of low price and high price has passed, and consumers are becoming more rational. "Before the mobile Internet and logistics are not so developed now, information failure has made consumers suffer losses, but now customers are goods three, and the era of making money is over." Hong Shaopei said that the key to O2O is to realize the next price on line. Over the years, Jinyuan always adheres to the idea of "unified price on line and line".

"Tmall and Jingdong, vip.com are only auxiliary for us. Our focus is still on the offline store." Hong Shaopei is not like other clothing brand "helmsman", ask Jinyuan electric business department growth every year, "as long as consumers recognize our brand, whether online or offline, our products will sell out." Therefore, Jin Yuan did not invest heavily in online stores, but constantly excavated the potential of offline shops and maximized the value. "Now we can do O2O completely." Consumers purchase through Tmall or Jingdong, offline stores can play the role and function of delivery and delivery, and in 15 days you can see the new model of Jinyuan.

"Our present mode is somewhat similar to that of Jinyuan." Zhang Zhize said that before Ji Ji Yue was doing overseas markets, turning back to China was a new start. "We may have some flaws in our position before." After turning back to the domestic market, Ji Jile, like many children's wear brands, took the overall franchise system, focusing mainly on shopping malls, and competing with balabara, Anta and 361 degree children's clothing brands. But since he contacted a "high person" in 2012, the development mode of Jiyue music has changed. Zhang Zhize said, the street shop may cost more than the shop in the mall, but the actual effect and influence are not comparable. "We have 80% shops in these 1000 stores and 90% are street shops." Jiji Yue today's franchisees can use "partners" to interpret, the head office and the partners are "lips and teeth cold" relationship, everyone "glory and glory, a loss", to maximize the mobilization of the enthusiasm of the partners, and constantly input new ideas and ideas for the shops they run, "former franchisees will only have policies and rebates with headquarters, and will rarely consider the future of the company." Zhang Zhize said, now is not the same, the season is better than a ship sailing in the sea, we can only embrace each other, their respective duties, their own strength, in order to successfully ashore.

Get through the fast chain

How to win in the future competition? "At present, ZARA, Uniqlo The trend in the Chinese market has given us inspiration. Chen Rongcong summed up three points: irreplaceable R & D capability, absolute fast response production capacity and flexible mode of ordering, "this is the development concept that the Backstreet area has always followed."

First is R & D innovation. In the future, enterprises must have an original R & D design capability. If products can be "people without me", with "exclusive customization" to challenge "collective ownership", which is higher than the market average level, then they will seize the commanding heights of the market and win the starting line. Secondly, the production will take 15 days from design to terminal sales, and most brands in the country need at least 2 to 3 months in ZARA. With the 90s and 00 becoming the main consumers of the market, it is necessary for enterprises to predict the trend of the market ahead of time and to put them into production accurately and accurately. In order to produce more popular products in the shortest time, products can be listed as early as possible, and enterprises can increase sales of one day, and profits will naturally increase. Finally, order. The Backstreet area has four orders every year. Unlike traditional enterprises, four times a year, the order club will be pushed to 3 batches of the street area after each order. It can further shorten the cycle of market change, reduce risks, effectively solve and prevent unmarketable sales and reduce inventory.

If the market reaction is good enough, the product can be quickly added to the production line. Once the market reaction is cold, it can immediately reduce production and reduce losses. The second batch is based on the first batch of market response feedback, with the help of new media such as WeChat, to maintain communication with customers, develop more styles, and get the voice of customers and consumers in the market, so that they can act as designers temporarily, and then design some new styles that conform to the market trend and trend according to the market demand, and finally achieve the interaction between the two sides, so as to ensure that the products can be listed on a targeted basis; third batches of push are second batches of continuation, and steadily push forward, basically ensuring that the products listed have "box office influence". The 3 batch push is the first batch in detail, advocating small.