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Domestic Fast Fashion Brands Turn To Main Attacking Mode

2013/7/30 20:29:00 23

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"P >" when ZARA, H&M and other international fast fashion brands have stepped up their efforts to "attack the city" in China, the domestic fast fashion brand U R is also not to be outdone: the U R, which has always been the main retail store, turns to the main attacking mode this year, and will expand overseas channels.

Li Mingguang, founder of U R, told Nandu reporters that in the first 6 years U R had been practicing their internal strength and developing slowly. This year, they chose Rio Tinto, because he thought that the future "a target=" _blank "href=" http://www.91se91.com/ "clothing" /a "industry form will be a major trend besides luxury brands and" a "," http://www.91se91.com/ "," designer "and" brand ".

, therefore, U R takes a different form from the traditional franchise mode -- "direct battalion".

the so-called "direct battalion" is always the protagonist of the whole operation, grasping management and decision-making in hand.

Specifically, franchisees follow the idea of opening a one thousand square meter store. The image and standard setting from the front end to the production and operation of the back-end are consistent with the operation of the direct store. The store location U R has one vote veto.

for the U R which never advertises, the window is their only advertisement and the most important input. If they are operated by the franchisee, they can not rule out the requirement of unification and standardization for the individual in order to save costs.

"This nature can not be ignored."

"P" so "lock", franchisees in the direct camp is also quite an investor role, Li Mingguang said, the only place to release only deposit, commission, job adjustments and other details.

At the same time, it also solves the inventory concerns for franchisees.

Specifically, the franchisee does not need the products that can not be lost and sold, like the traditional model, U R undertakes the allocation and inventory of all the goods, and the franchisee is more closely related to the U R under the zero inventory operation.

intensive fabric supplier

After the pformation of P mode, Li Mingguang believes that the optimization of supply chain is the core of fast fashion brand.

U R divides all goods into 4 grades: explosion, best-selling, unsalable and flat sales. Store teams do terminal analysis every day, and then make quick return, extension design and cargo pfer arrangement. The total amount of explosion is generally adjusted in 3 days, while the best selling adjustment period is 7 days. Two new updates are updated every week, the fastest leading time is only 10 days, and the longest is only 90 days.

in the inventory processing, U R has its own way: the new shop will usually introduce a new discount, in fact, it is equipped with the latest fashion design with the stock fabric, which means that the past stock can be digested in the new store.

Therefore, the surface accessories will be properly stored, and then the finished products will be sold immediately according to the prevailing wind direction. Sometimes even the discounted products are out of stock, and additional hot storage of fabric inventory is needed.

"However, in order to better control the cost and quality, our fabric suppliers have been reduced."

Li Mingguang told Nandu reporters that along with the improvement of brand awareness, U R is on the way of intensive development in the supply of fabrics. Suppliers have been reduced from the previous 50 to 5 now, and processing plants have been reduced from over 100 to 30-50.

according to the introduction, the inventory of U R is about 20%, and the discount is about 3%-5%.

Li Mingguang said that the new store digestion inventory can not be used as a long-term strategy, inventory control or through the downward direction of demand, the rapid collection of the preceding data, reasonable deployment of goods.

bite site selection standard

U R seems very inflexible for the location of the franchisee. Once a franchisee in Chongqing spent more than two years for the site selection, it turned out that five or six places were rejected by Li Mingguang.

He said frankly that a good location is half the success. If the location of the new store is not good, it would rather not.

In recent years, fast fashion brands have gradually moved the new store from the first floor to the negative layer or the subway level. He thinks that if a layer is not a luxury brand, it should insist on selecting the best location and floor in the franchisee to get the best development opportunities.

For example, the first franchisee of U R opened in Zhengzhou's best shopping center, China World Trade Center 360 square, and was selected on the first floor of the most popular stream. Its sales have been growing steadily for three years.

with the expansion of U R fashion layout, Li Mingguang also plans to develop the internationalization of platform testing for overseas franchisees.

At present, enterprises in Philippines and Dubai have a vision of fast fashion and offer to join.

Both companies have decades of experience in clothing agency, and Philippines's enterprises have also represented more than 100 clothing brands.

at the same time, U R is considering the business as a new channel to try the O 2O mode, but as the exhibition space of the shop is still its core -- in addition to the previous women's clothing, girls' clothing and men's wear three plates, in May this year, the 5 stores in the country began to launch children's clothing is an attempt of the whole category.

for the future goal, Li Mingguang said that it will continue to expand its scale moderately, and it is expected to reach 100 stores in 3 years. At the same time, it will strive to surpass U R's "ZA" R A in the Chinese market -- the product is more suitable for China, the price is more affordable, and the store service is better.

Write: Liang Guopeng .

"class direct battalion" to join .

2006, Li Mingguang opened the first store of U R in Guangzhou good Plaza, and has developed to 21 stores nationwide, most of which are direct battalions.

Li Mingguang said that from direct camp to join is a strategic choice to further expand the scale after the development of U R.

store must be large, product should be rich, update should be fast, and price should be substantial. Li Mingguang has no difference in setting up franchises with Direct stores.

He believes that the development of franchising must have a standardized mode, so that each store in goods, services, image consistency, which is to reduce the risk of joining the basic point.

However, traditional franchising is often a large wholesale mode consisting of brand dealers, wholesalers and retailers, which can easily weaken the ability of brands to control terminals, resulting in an awkward situation of "connecting but not locking".

traditional clothing franchising is a wholesale mode made up of brand dealers, wholesalers and retailers. It is easy to weaken brand operators' ability to control terminals, resulting in an awkward situation of "connecting but not locking".