Akimizu Ito Pioneered The "Full Return" Agency Mode, The Parent Company Pushing FIRST VIEW Women'S Clothing.

Internationally renowned

"The brand is holding a beautiful financial report, and has been racing in Hangzhou. First, at the end of August, ZARA opened a new store with more than 3700 square meters in Yanan Road, and immediately after that, the ZARA store in Li Xing also reopened and its business area expanded from 2 to 3 floors.

In the early September, Forever21, the fifth fastest fashion brand in the US, sold its first store in Hangzhou in a low-key way through its Yintai Investment Fair.

"Fast fashion" cake, so that many local women's clothing brand is also salivating, eager to try.

It is easy to see that in the last 2 months, Hangzhou's streets and alleys suddenly produced more than 10 "FIRST VIEW" women's clothing stores. This is the brand new brand of women's clothing of Zhejiang's impression industrial Limited by Share Ltd, which is a fashionable European and American fashion that is popular among young people nowadays.

The so-called "stone of its mountain can be used to attack jade", but this time, it is by no means a simple reproduction of plagiarism.

mainland

It is one of the "FIRST VIEW" women's clothing stores located on the Yanan road of Wulin commercial circle.

2 months ago, it was still a woman's clothing store in the autumn.

Reporters saw in the store, "FIRST VIEW" the entire shop design is simple and fashionable, from display to goods are very European and American fans, you can find many T fashion big fashion elements.

The price is even cheaper than that of women in the autumn, the unit price is around 200-300 yuan.

"You can rest assured of the quality of things," he said.

The salesperson introduced the guests.

It is understood that since the pformation of "FIRST VIEW", the store's business is pretty good.

The whole macro-economy is not good, and the domestic garment industry is having a hard time.

But compared with last year's growth of most garment enterprises in China, the sales and profits of ZARA, UNIQLO, H&M, GAP, Forever21 and other international fast fashion brands are rising all the time.

This also lets many local women's clothing brands see the direction.

"Last year, the autumn people were relatively stable and their performance was not down, but how to find a breakthrough?" said Yao Yujian, CEO of Zhejiang impression industrial Limited by Share Ltd. "Crisis is the opportunity for the industry to reshuffle, so long as the performance remains stable and no decline, there will be a chance to win."

In the meantime, Yao Yu Jian uses soberly the strategy of "group multi brand development" and collectivize the operation to enlarge the market and reduce the cost and increase profits.

It has been revealed that since the beginning of this year, the three brands, including "FIRST VIEW", "C3" and "Fairy", have been launched, and the company has made some moves in the field of children's wear.

Competing with international fast fashion brands

It is understood that there are currently 2 kinds of fast fashion brands in China: one is the fast fashion of Japanese sweet lines, the other is the pure ZARA mode, such as UR (urban revivo), which is cheap, the price of single products is between 200-300 yuan.

And "FIRST VIEW" found an intermediate route.

The design is simple but not simple, with a sense of design and image internationalization. The positioning is based on the concept of "real wear, easy to ride, fashion, low price". Starting from the dress requirements of Asian women, it strives to provide simple, easy and fast fashion products for Oriental women aged 18 to 45 years old.

Yao Yujian said that when competing with international fast fashion brands, the best way to break through is to compete in differentiation.

Take sales channels as an example. ZARA and H&M are mainly shopping malls and shops, with an area of mostly 1000 square meters. "FIRST VIEW" is mainly dominated by commercial street shops in the first or two categories, with an area of 200-300 square meters, and it will sink to the shopping mall of three line cities.

In the fast fashion, the core of the new speed, the local brand is slightly slower than ZARA and H&M. Each time it updates every half month, there are about 100 updates each time.

In terms of style design, it is composed of professional buyers and original teams. "Keep the European and American style, but it will also be appropriately designed, which is more suitable for Chinese people to wear."

In addition to the above, Yao Yu Jian still holds a "killer" - he wants to turn "FIRST VIEW" into China's first "100% full return" fast selling brand.

Create a "full return" agent mode to solve inventory problems

It sounds a bit crazy: "you sell" FIRST VIEW "women's clothing, which can not be sold, can be returned to the company, zero inventory, zero risk.

This completely subverting the traditional agent mode of the industry has aroused the concern of the whole industry.

"Why is there stock? In the final analysis, it is all because" guess is not allowed ", the order is uncertain, the stock is not ready, the customer will sell the code after the goods are loaded, and the stock may not be replenished due to the consideration of inventory, resulting in large inventory and poor performance.

Yao Yujian explained to reporters that the essence of inventory is the diversification of consumer demand, which leads to more and more intense competition in the market, which makes the delivery cycle lengthen, making orders and stocking more and more.

Because the traditional mode of ordering is bound to generate large inventories, Yao Yujian has come up with a completely new pattern -- to solve this problem with VMI mode.

The so-called VMI mode is managed by the company, controlled by the company, and managed by the company.

It is reported that because of this pattern, frequent and less hair is a matter of the company. If it can not be sold, it can be returned to the company, which will solve the worries of agents and franchisees.

They sell their goods wholeheartedly and create the greatest performance.

Is this mode really feasible? Yao Yu Jian disclosed that the VMI mode had been tried in the company's self operated system for 3 years before its formal launch, and the effect was very obvious.

"The end of 2014 Summer stock self employment inventory rate is 20%, far below the 30% industry standard, and performance 100% to achieve the established target, inventory control is completely within the plan."

It is understood that the whole VMI model needs to be implemented by software. There are complex calculations, including many advanced supply chain management principles and practical adjustment. It is not that ordinary enterprises can "learn" arbitrarily.

Autumn people dare to start the "full return" mode, because it has the bottom line.

Yao Yujian used the advanced supply chain management in the operation of the company for a long time, and began to develop VMI's supply chain mode 4 or 5 years ago.

According to the analysis of the industry, VMI mode to run normally involves 2 key factors: one is the offline shop must ensure the normal use of the information system, ensure the accuracy of the sales records and the accuracy of the inventory, otherwise, it can not buy one patch and establish the correct inventory plan; the other is to rely on the customer to cooperate with the logistics. The goods that the company requests to receive must be received, and the company must return the goods, otherwise, any side will not cooperate with each other, which will bring about the unsmooth circulation of the whole system.