How Can CHARLES&KEITH Swim Upstream In The Shoe And Clothing Industry As A Whole?

Nowadays, it is not easy to buy a pair of suitable shoes at the mall.

Too high a price tag is prohibitive. Long term low price promotion is boring, while H&M, ZARA and UNIQLO are like this.

The choice of brand on footwear is relatively limited.

When it comes to women's shoes, BELLE can't be turned around. The shoe king, who once occupied the department store, is closing 3 stores a day on average, and its net profit is falling at a high speed.

It is undeniable that the trend of the pfer of physical consumption from department stores to large integrated shopping centers makes it difficult for BELLE's brand enterprise ships to bet on the department stores.

At this time, a Singaporean

Brand CHARLES&KEITH has become a "clean flow" in the industry, with fast fashion brand positioning, and the price of 300 yuan per person per person in China has gained a foothold.

Although it has not been long in the Chinese market, it is now on the right track and is developing steadily.

Among them, part of the business is eye-catching, accounting for nearly 20% of the total annual sales in China.

How did CHARLES&KEITH go upstream in the shoe and clothing industry's overall slump? The reporter went to CHARLES&KEITH headquarters in Shanghai and interviewed AndyChen, head of the electricity supplier department.

The core of fast fashion is data.

According to the world clothing shoes and hats net, today's CHARLES&KEITH, online weekly will have about 20 new products on the shelves, of which the proportion of shoe bags accounted for 50%.

In addition to the same price in line with the same commodity, there are also some online exclusive products.

How can we grasp the things that are stable in the uncertain fashion trend? AndyChen says the answer is probably data.

Located in Jingan District, Shanghai, the internal environment is the same.

The most obvious thing is the big data wall in the office area that connects the company's online information.

"The company's data is completely pparent," AndyChen said. He currently leads a technology business team of 70 people.

In terms of the overall team structure of the company, e-commerce and retail are two parallel teams. Therefore, through the business intelligence solution, the team can quickly analyze the layout of users, commodities and retail areas.

Driven by data, the business intelligence software system of the company can provide data reference for ordering and other links.

"Many companies will spend time on business data analysis, but we can save time and manpower costs and do more important things because we have pparent data and can provide timely data to all departments."

He said that some enterprises repeatedly entangled in the color and size of shoes, which may take a week to make the plan, and the use of this business intelligence software system can be completed in 2 hours.

The electricity supplier team has another role -- the front line of measuring money.

For example, due to the difficulty in the selection of money due to the difference of temperature between the north and the south, data can be produced through online payment to be deposited into the system and shared for other departments.

At the same time, the electronic business team also took the lead in trying out the sale of children's shoes.

"The generation after 80 has entered the birth stage, including Gucci and other luxury brands have entered the market for children's shoes."

Of course, in addition to the high attention to data, user reviews are another focus of the e-commerce team's attention.

For example, the customer service will extract some useful customer reviews, discuss it at every Monday meeting, extract key words by observing the description of consumers' products, improve the search and conversion rate, "our customer service is not outsourcing, because this is the Department that I think should be placed in the most internal departments, and they can hear the feedback from users".

AndyChen says.

For the new listing style, the team will have a special colleague to try it on. By repeatedly measuring the elasticity and the code number of the last, some half size shoe pads will be matched for some shoe sizes with a large number of yards.

"If the goods are returned, it will take more than 4~5 days for the settlement, and the efficiency will be greatly affected."

The market driving force brought by the fast fashion in the front end market, and the quick return capability of the back end supply chain, is a very important part of the warehouse.

CHARLES&KEITH's warehouse in Jiading is managed by Itochu group.

This Japanese enterprise is not only small, but also relies on the cooperation with UNIQLO in China to know the industry by providing intelligent management services.

In addition to responsible for warehousing under the online and offline of UNIQLO, it also includes brands such as NewBalance and Eiger.

According to the world clothing and shoe net, because of the use of semi-automatic automation equipment, the company 4~5 people can produce about 3000 per day.

On the whole channel, AndyChen said that from 2017, it will try to open up all channels to promote cooperation under the online and offline businesses.

There is no industry that has been lost.

"Retail is not complicated and business mode is very simple.

Many companies do not do well, but the key is not to control commodities well.

AndyChen told reporters that the speed of CHARLES&KEITH's turn over was about 4 weeks.

People in the industry have said that compared to clothing, footwear is more difficult on the Fast Flip sheet, because the area of a single fabric is much smaller.

In AndyChen's view, the key to fast fashion's rapid operation is to respond quickly to the market, grasp the popular trend with the fastest speed, and quickly assemble the raw material suppliers and distribute the production.

The reason for the rapid assembly is that the upstream production can flow smoothly and reliably, just like the collaborative supply chain operation system with ZARA as the core.

"There is no industry that needs to be lost, but consumer demand still exists, but the whole retail market is now more hourglass, and the middle business is losing."

CHARLES&KEITH, head of the electricity supplier department, AndyChen

In 2010, CHARLES&KEITH, which entered China, set up its first store in Shanghai. At present, there are 165 real shops.

Based on the small and sophisticated cultural tradition of Singapore, the brand has chosen a robust strategy in China. Through the fast screening of high efficiency stores and the elimination of low efficiency stores in new shops, the average annual growth of 30 excellent stores can be guaranteed.

In the location of shops, AndyChen told reporters that they would prefer to enter large shopping centers that can be directly paid in stores, rather than requiring department stores to check out the checkout counter.

On the other hand, the shop form of the front store can also enhance the consumption experience. "The warehouse in the department store is usually far away from the store, and the shopping guide even needs to go to other floors to pick up the goods, and the consumers wait for a long time."

What is the future of this data driven, consumer centric fast fashion brand? We will continue to focus on it.

More interesting reports, please pay attention to the world clothing shoes and hats net.