Jinyuan Women'S Clothing Business Mode: Scientific Distribution, Quick Replenishment

Analysis of Jinyuan brand

The value proposition, service culture and information, logistics and capital flow system give us many enlightenments.

Hong Shaopei: loyalty is mutual.

1990 to join

Industries, from clothing processing to wholesale operations, always like Hongxiao Po, who "walks the unusual way". In 2003, leading Jinyuan company to embark on the road of brand, the business model of "placing orders and distributing goods as a supplement" was seriously studied by fashion brands. It was found that although this mode of operation could expand the brand proposition and quickly expand and strengthen the brand business, due to the lack of consideration for the interests of distributors, there were various business problems arising from the improper allocation of value chains and the inaccuracy of the implementation of brand service culture.

In view of the current situation of enterprise resources, Hong Shaopei has chosen a distinctive distribution system mode.

When a large number of brands are holding a large order of commodities, they will treasure the profits of enterprises in the two quarter of each year. When Jinyuan brand dealers tell reporters, Jinyuan never opens orders.

What products are required, what products will be provided by Jinyuan, and what products the dealers will 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 bear large futures 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.

In addition, Jinyuan company allows dealers to have a certain proportion of returns, dealers basically no inventory pressure.

The brand carries all the risks of the business, and the industry is puzzled by Hong Xiao Po's move.

"Financial pressure is not small," Hong Shaopei said. "Brand management is like brand business and love between distributors and suppliers. If you really treat each other, the other side will treat you with sincerity."

40% of the millions of garments sold on the market every year are processed by OEM enterprises, and 90% are sold by distributors.

To ensure the interests of business partners, Jinyuan company has formulated a law: whether it is paid to suppliers or distributors, the funds must be strictly executed according to the contract, and there is no reason for delinquency, otherwise, the relevant departments will be punished.

Jinyuan's trust in suppliers and distributors has become the loyalty of suppliers and distributors to Jinyuan brand over time.

In the past 10 years, Jinyuan did not bear a debt with its business partners.

In 10 years, more than 200 suppliers and Jinyuan company did not abandon, Jinyuan brand store increased to more than 700.

In recent years, Jinyuan

With the annual growth rate of about 30% increasing steadily, it has gradually become an attractive force in the domestic women's clothing brand.

 

Hong Meixuan: they decide that new products will kill and dominate.

In the sales mode of Jinyuan brand, all products are not discounted. In the current clothing market with discount as the sole sales promotion tool, how can Jinyuan make the products on the market be favored by consumers? Hong Meixuan, director of Jinyuan brand design, revealed that our distribution scheme for the store is based on the scientific analysis of consumer demand.

She said that the concept of "consumer centered" rather than "brand" is the standard. The commodity R & D system of Jinyuan company rationally aims at the real consumption desire of the target group, aiming at innovating the design and developing the differentiated value of commodities.

Every year, the design and development of nearly 1000 new clothes can be put into the market by the chief designer, not the director of marketing, nor the general manager or chairman of the board. It is the sales evaluation system composed of the best franchisee and store manager and the core personnel of R & D and marketing.

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

The "Golden Garden" brand, with a professional lady as its service object, is the first to make the scientific research on the market and the consumption desire of the target group to make the goods sold to the distributors.

They invested heavily in research and development of ERP information system of Jinyuan brand mode, and established an efficient automation technology operation information platform.

The sales facts and detailed data analysis on the first day of Jinyuan brand store all over the country can be timely understood in the office computer.

According to the analysis of daily and weekly sales data, management determines the return volume of the best seller and the monthly production volume.

They employ scientific research institutions such as Peking University, China University and Huaqiao University to carry out a systematic research on potential consumers, consumers, store owners, franchisees and distributors, together with the marketing department of the enterprises, and carry out a systematic analysis of similar commodities, business environment, marketing modes and commodity styles; a comprehensive analysis of the conformation of target consumer groups, occupations, incomes, preferences, emotional tendencies, and the matching of colors, fabrics, styles and consumption demands of commodities; and the investigation of the adaptability of price system, commodity structure, business way and professional ladies' personality needs; and the analysis and study of the influence of store display, brand image and fashion culture.

Through these, we can understand and grasp the fashion demand trend of target consumer groups in a timely manner, so that we can make decisions in orderly fashion, effective and valuable in the business of creative brand popular culture, developing product design and development, determining product price system, and making up the pace of replenishment and so on.

 

Mao Jinhua: the unique value of products

Successful business models offer unique values.

Mao Jinhua, general manager of Jinyuan dress and adornment company, believes that this unique value is new business ideas and ideas, and more importantly, the combination of products and services.

Mao Jinhua introduced that the goods sold to the terminal in Jinyuan were sold back to the company. If the goods were not replenish to the terminal within the shortest 10 days, the market opportunity would be instantaneous.

To ensure quick replenishment to 700 stores, Jinyuan company has established a large supply chain system from commodity planning to commodity R & D, procurement response, production co-ordination, commodity control, channel marketing, information support and logistics distribution, 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.

In Jinyuan, the brand operators actually operate every store, from the evaluation of shop opening, decoration guidance, matching (Supplement) goods operation, company management implementation of one-stop services.