The risk of the advertisers accumulates the advertising cost to reduce the quality

Open all kinds of Internet portal home page, you will find Vancl, http://www.aliyun.com/zixun/aggregation/31629.html "> Masha Masso, Macquarie and other fashion-class consumer web site of a variety of limited-limit gimmick ads cover the car, real estate category of traditional advertising gold owners. Ultra-low-priced goods, high-frequency advertising exposure to entice people to buy desire. However, it is well known that the portal Web site's home advertising price is very high, at every turn is tens of thousands of yuan or even a hundred thousand of yuan per day advertising costs, every hundred or so of the business how can afford to support such higher "consumption"? At the end of the 2009, the commercial Myth of "Dell in the apparel industry" and "the Model of Light Company", which had been advertised as "the clothing business", was finally broken like a soap bubble.

And as a foreign Zara, h&m, such as "fast fashion" brand successful operation mode, I believe that each of the brand's users or related industry practitioners can deeply feel the essence of its quality, international fashion brand success model for the domestic fashion industry has brought more opportunities and challenges. And around us, there are some local brands in quality to create a "fast fashion" model is worthy of our attention, which is to build China's domestic "fast fashion" a new force.

Take the quality as the core, make the fashion more stable

Mattel has always been the leader of its kind, with a strong supply chain behind it, and a cautious economic winter in the global textile industry has brought more opportunities to the US state of America. For example, in the past only for the world's top 500 enterprises processing supporting textile manufacturers began to serve them, Zara in the domestic cooperative processing plant has also begun to become its important partners, this series of turnaround has undoubtedly enhanced the supply chain of the United States, the rapid response capacity, to its new launch of the "Me&city" This high-end brand to create a Chinese version of the "High street fashion" This goal is a step forward.

It is reported that the plan to open 50 ~100 flagship stores in the United States "me&city" brand every year more than 3,000 clothing styles, clothing design, trial installation, finalization, sample clothing production, volume statistics, mass production, logistics and distribution of a full set of links to complete, a total of about 70 days of turnaround time, Although this domestic relatively fastest speed than Zara more than 10,000 pieces per year, 1-3 weeks of supply chain time, there is no small gap, but the United States are constantly working hard.

Companies that supply the fabric for the US are already feeling the change, and some suppliers are comparing Mattel to Zara. All kinds of casual men and women are mainly used in the United States Granville of the fabric for all types of woven dyeing, printing, yarn-dyed fabrics, all kinds of knitting dyeing, yarn-dyed, printing fabrics and all kinds of combed cotton and cotton blended yarn, worsted wool and wool blended yarns, woolen sheep wool yarn, special gauze materials. In the view of the US state of Westchester, Fabric is the focus of the apparel industry competition, grasp the fabric link, that is, control the supply chain 70%~80% key links, these links include quality, cost, access to order production and supply speed, and therefore must extend the value chain to the raw material supply field, enhance competitiveness.

The introduction of European and American design system, so that fashion and the world synchronization

The recent popular network of c&t Gulti luggage is another "fast fashion" model, in addition to doing bags, Gulti not like VANCL to take a diversified route, from the product positioning to ZARA, H&m, C&a and other foreign high street brand on par. Staring at the goal of "fast fashion", Gulti mainly from the design of innovation, through with the French professional luggage design Agency (La société Idoine), by the agency according to the latest trends in Europe and the United States to combine the aesthetic needs of Chinese oriental women, tailor-made for Gulti to provide the latest style. The designer must first understand the real-time information in the database, depending on the number of shipments and sales on the day of the Gulti, using the new information to produce new ideas and to improve the existing style of luggage, or to decide what kind of fabric to use for a specific style, how to tailor it or even how to price it. In accordance with the experience gained from this, Gulti has now begun to directly to the fabric manufacturers to order, in the upstream control of the industrial chain, and then adjusted according to sales. Through this process can grasp the sales status of each product in real time, and can change the production order at any time according to the change of the number.

In the product quality, Gulti appears more rigorous. At the source from the high-end start, it is understood that at present, to the Gulti manufacturers are to the overseas first-line luggage brand processing enterprises, in the domestic bag production industry are the forefront of large-scale factories, and Gulti from these foundry enterprises to select partners to consider: the plant's qualifications, scale, Production quality and so on, before the production has not appeared too large quality accidents, production management system is in line with the relevant national standards is also one of the important indicators of Gulti assessment, to share the first-line brand mature production processes and processes to ensure that Gulti quality can be effectively protected. For C&t Gulti, although the advantage is not in the product development, production and traditional sales, but through the design and production outsourcing, with the help of network marketing this fast-track, so that they can focus on a short period of three months of marketing and brand marketing has made more conducive to the core competitiveness of enterprises.

Whether it is Mattel or Gulti, or the followers of PPG, after we target "fast fashion", we should know that the user's requirements for quality have become higher. To get the recognition of the user's affirmation of the market, has been more than advertising, than the gimmick can be achieved, only in the product up and down the time to stay in the quality of your users, in order to speed up the pace to catch up with the international "fast fashion business" pace.