Transformers: China Fashion Retail Industry

N&Q is the abbreviation of Fujian's Limited by Share Ltd, and is also the brand logo of its products.

Such an enterprise, with its innovative mode, pioneered the concept of PFM, developing at a rate of 100% per year, and its more than 150 outlets in 10 provinces and cities nationwide.

"China's ZARA" and "China's clothing retail industry leader" have long been praised by the outside world for N&Q.

Today's N&Q is also known as the title of Transformers.

Obviously, the meaning is extraordinary. Let's explore it and see how it changes 72 times.

Deformation Series 1: innovative ideas, small shapes, scarce effects, many people are pursuing their own uniqueness in today's society.

At this time, personalized requirements for fashion become increasingly harsh.

In the face of mass production of other garment retailers, the production volume of each garment in N&Q is very small, which not only reduces the display of any single item, but also creates a scarcity artificially.

For almost all popular things, the more difficult it is to get, the more stimulates people's desires, the more desirable they are, and the more enthusiasm for customers to buy. This greatly enhances the desire to buy goods due to tight commodities.

Fashion is no exception.

Another advantage of a small quantity of clothing is that if a style is not sold well, it will not cause too much inventory and waste of resources, and will not invest too much promotion time at the end of the season.

Of course, if the commodity is very popular in the market, on the one hand, people will panic buying because of the scarcity of commodities, and goods can be sold out without any discount.

On the other hand, due to the N&Q's small batch purchase and information management, the market information can be supplied at the first time, and additional orders can be added.

Fast and fashionable, the most important thing in fashion is to keep up with fashion. The biggest feature of fashion is changeful. A movie, a series and an album may change people's view of fashion.

So to some extent, selling fashion is like selling vegetables and selling bread. When it first came into the market, it could attract consumers' attention. Not only did they buy more people, they also sold well.

But two or three days later, the color began to fade, and the customers began to be picky. At that time, the sellers probably gave most of the discount and price concessions to the customers.

If it takes a few days, maybe the best way is to throw them away to make the shelves.

Therefore, Ding Hui, the head of N&Q, said: "in the fashion world, inventory is like food, which has been rotted from fresh to rotten for a long time."

By concentrating on shorter reaction time, N&Q ensures that when fashion magazines are still reporting the latest fashion trends of the season, the new fashions that are fashionable to meet the fashion trend are displayed in the window.

Thus, when the customers who like to chase fashion just know their desires, N&Q has already interpreted this desire clearly in clothing.

Generally speaking, N&Q takes only a few days to complete the imitation of the prevailing fashion.

And through the modern monitoring equipment to analyze and summarize the market reaction data for the first time, put the goods in the store cabinets for the first time.

A variety of ways to maintain the freshness of the N&Q buyer model can not only collect the latest and latest fashions for the first time, but also respond promptly to which commodities are more popular in the market.

Using a buyer to build a double insurance system can ensure that small batch production is not only popular but also the most demanding product in the market.

N&Q's Direct stores all over the country, the target customers are also very different.

At this time, the diversity of products brings an omni-directional coverage. At the same time, we can see that it is beneficial for all stores to pfer goods.

Deformation series two: innovation mode direct channel mode, blowing up parity wind compared to the traditional clothing enterprise mode, N&Q adopted a pure straight channel mode.

Order directly from the headquarters.

N&Q does not have its own manufacturing plant. All the orders are completed by other companies.

Then the headquarters will be allocated to the main stores according to the market characteristics of various places.

By shortening the intermediate links, we can reach the terminal sales directly.

By controlling the cost of products and increasing the control over the capital operation cycle, we avoided the bad way of the traditional mode of capital delinquency and triangle debts.

It is conducive to the rationalization of product prices.

This creates a good platform for parity.

Through the price advantage, it will penetrate the market of competitors and form strong brand support points.

At the same time, we can see that giving customers is higher than the same industry can not match the customer delivered value and membership preferences system.

The digital monitoring department creates the most direct communication chain N&Q first launched the apparel retail industry data monitoring department.

Compared with other enterprises' bloated communication channels, N&Q can collect information on customer needs through the first time, and analyze and summarize them to respond to the fastest speed to cater for more customers.

So as to expand the influence of terminal customers.

In general clothing enterprises, the production of their goods is always unilaterally implemented, and the response to the terminal's consumer information is very few.

However, N&Q can use digital monitoring to achieve standardized management of clothing information.

In order to cater for the current trend of the industry, it helps to grasp products from the general direction.

We can see that many enterprises' terminal sales Computers are simple revenue accounts and single store inventory management.

In N&Q, you can see that the computer system of a store does not exist only in the preceding functions.

He is also one of the terminal outlets connected with headquarters, which can coordinate inventory and merchandise distribution in time through feedback from all stores.

Deformation series three: teamwork, modeling, strong design and development capabilities, clothing design and product development is a huge investment of human, financial and material resources. N&Q is also willing to spend money on it.

We have a design and development team of over 60 people, all of whom are members of the company's operating division in Guangzhou.

They design and complete more than 7000 new clothes every year, with an average of about 30 kinds of design and development each year, about 1-2 per week.

In order to make the design and development efficiently run, N&Q has done a lot of work in information collection, including sending special information about fashion from professional organizations, trade associations, fashion conferences and other professional media. It also stores its stores scattered around the world and its headquarters. The salesmen and store managers in the store send all kinds of information they observe to the headquarters at any time and anywhere through special laptops and Internet.

All kinds of information sent from headquarters to the headquarters are not just orders, but also ideas and suggestions for tailoring, cloth or some new styles, as well as their customers' opinions.