Where the guest force fast fashion women. Or will change the business model

Once gifted Uniqlo as the enemy of the van, now aimed at the business model has become a "Uniqlo +zara."

In fact, every customer initially started with men's clothing, cost-effective men's and "I am a guest" advertising language, not only achieved the brand of van, but also gathered a large number of male users. 2010, where the customer began in the online shopping really the core crowd-female groups exerting force, high profile color stockings, then, where the ladies began to go online.

Now, where customers will be the original "European and American women" and "Japan and South Korea women" two product line into one, the establishment of "fashion women" business Department, in the Women's field to exert full force.

"In terms of fashion, every guest has gone ahead." Now, we want every guest to be really ' fast '. "Where the vice president of customer Prudential told reporters.

Fast fashion Ladies

At the end of 2012, where the guests did a big promotional activities, promotional data to the President of the aging touch.

"We found that female consumers are the main consumers, they will keep buying clothes, so as long as the demand, want to make money is not difficult." "said Tina. In fact, through the statistics of every guest data center, today, every guest's female users have accounted for 70% of all users. She said that every guest fashion woman wants to provide a more trendy outfit for younger groups in the first and second tier cities, "they are familiar with the Internet media, have certain consumption concept and economic ability , preferring the current street-beat craze and Japanese-Korean style. ”

In fact, compared to male consumers, female consumers are not an easy to meet the group. Male and female consumers have different perceptions of fashion, and shopping psychology is completely different. Male shopping is usually rigid demand-oriented, such as: to interview, need to buy a suit, to exercise, need to add a pair of sports shoes. And women's shopping behavior is more to meet the psychological needs, bad mood, women may shopping, kill time, shopping is a way. In addition, female users often have no purposeful consumption, may buy their own likes but not suitable for their products, such as "thin", in order to "match a certain clothes" and buy. In a word, the consumption behavior of female users is very uncertain.

User needs are uncertain, but also close to user needs, this is all women's business operation problems.

In the fall of 2012, after a concentrated visit to Anta, Sen Ma and nine of the traditional clothing brand manufacturers, aging is aware of the importance of optimizing the efficiency of the supply chain. Aging will be the number of suppliers from 200 to 100, high-quality suppliers concentrated in the Yangtze River Delta, Pearl River Delta, while increasing the production speed, low cost of small suppliers.

Aging that, for a fashion brand, inventory turnover is very important, "even if there is a good profit, inventory turnover This problem can not solve all is nonsense, this is the biggest problem in the garment industry." "Every guest's operation mentality also changes: effective control supply chain, set up data center to establish circular feedback mechanism, consumption-oriented, according to data quota quantitative, finally let inventory turnover reached the fastest."

Zara's success lies in both the popular and the control of inventory, and excellent Uniqlo is the supply of the wardrobe will never obsolete the basic section, to win by cost-effective. "Zara and Uniqlo two brands, is a fast fashion and cost-effective two types of brand representatives." The strengths of both are the supply chain, Uniqlo can optimize the cost of the supply chain, and Zara's new number and the latest speed no one can. NOP Menswear founder Liu Yan told reporters.

In the apparel industry, clothing in the supply chain more turnaround day, it means devaluation. Data show that the Chinese clothing industry's storage time is generally 6-9 months. As a global leader in fast fashion, "speed" has always been Zara's killer, from clothing design to the shelves of sales, the fastest 12 days of the supply chain, no one can go beyond. At home, a large number of garment enterprises to complete this process now takes 80 days.

All along, every guest is regarded as "the line of Uniqlo", since the vt,69 since the online 29 yuan of the Oxford textile shirts ... All with its high cost-effective for all customers to win a large number of users. In early 2013, Wang Chunqi, a senior vice president, said: "In 2013, every guest will be walking on both legs." "These two legs are aged two supply chain: one is the basic clothing production-oriented low-cost, large-scale supply chain, the other is a variety of small, fast fashion style apparel-oriented fast supply chain, that is," zara+ Uniqlo. " Now, where the turnover time of ladies, has reached the fastest 30 days.

First of all, in the supply chain system, where customers adhere to the "number of small" fast fashion strategy, to strive for the minimum quantity, so fast, in 20-30 days to complete from product development to product online sales of the entire process. "Our VT, a style of the starting order is 2000 pieces, and we fashion women, a set of up to 500 pieces." "said Tina.

In addition, the use of quality control before, where customers can make goods from production to warehousing time shortened 5 days. Moreover, every guest fashion women's suppliers from the domestic well-known women's foundry enterprises, for H&m, ZARA, Ling Group, Ai Lattice and other brands of foundry. "Where customers do a high cost performance, has mastered the best quality of the generation of industrial and commercial resources, now and fashion women's cooperation factory has 7." "said Tina.

In the 2012, visitors introduced a large number of young design talent, the talent in the second half of 2012 in the Flannel Shirt war in a show of skill. In the spring and summer of 2013, there are nearly 200 fashionable ladies and women, 90% from their own designers.

Nearly a year of data shows that in Beijing, Shanghai, Guangzhou, Shenzhen, Chengdu and other ten city users per capita in the annual shopper's shopping amount of 500 yuan, while the highest Beijing users, to 608 yuan. In addition, the top ten city users per year in every customer shopping 5~6 times, there are a considerable proportion of loyal users, the year in every customer under the single number reached dozens of times, two times the purchase rate of more than 80%.

Line up and down-qi exerting force

April 2013, in the creation of more than 5 years to the first held under the line press conference-to "Reward Spring" as the theme of the women's new product appreciation, in addition to the professional catwalk model, the event also invited the Ruili network of 30 Ruili star and 10 visitors to the people.

In fact, through this new appreciation, every customer tries to create "fan economy" through fashion talent.

Where the customer is the customer-prudential products under the community-wide marketing platform. On the platform, where customers free to open the shop, that is, to become a guest of talent (Vancl Star), the release of every customer product mix, such as a customer from the page under the single success, then this every guest can get the sales share, up to 10%. The platform was officially launched on the morning of March 18, 2011, Now has the star plan, original with the king, the national design and other official activities, as well as daily specials, visitors and other theme channels, Lookbook People magazine, as well as "clothing degree" mobile phone clients, according to the day of the weather recommended dress collocation strategy, but also through the people with pictures to carry out a single new way of shopping. At present, where the customer has covered more than 90% of China's cities, the line with the city activity City 35, in every guest's user ratio of 30% or so. At the same time, through the talent of the list of sales generated by 40 million yuan per month.

All along, the CPS by the transaction billing is regarded as the most direct way of social marketing, and where the guest of the community, through the CPS divided into and consumer-to-consumer open shop two functions of integration, so that these two low-cost promotion and sales methods to maximize the play. In fact, every customer-driven shop, are the first to buy customers goods, and then the identity of consumers to take photos again upload, such goods show more real, more convincing.

Where the owner said, relative to the beautiful, Mushroom street, a large number of Taobao link reprint, focus on sharing, where customers are more focused on not only sharing, but also the original collocation content. In addition, where the customer is also wired under the activities of users gathered, not only limited online. At present, every guest has a weekly in different areas of the offline activities, where customers will provide them with new clothing, music festival tickets, fashion gatherings, props, short travel costs.

For some time to come, every guest will further strengthen the social marketing of mobile clients. "For example, we are about to launch a weather forecast app, according to the weather temperature conditions will wear index matching with the user, automatically recommend a suitable dress for the user to match." "Where the customer-related person said, where the customer will also be based on the quality of people posted pictures and user evaluation, as well as the user's interest map, to carry out collaborative filtering and sorting, the user wants the information in front of the recommendation, in the field of social data mining depth.

In adhering to its own brand line of the van, in this spring also began to try to cooperate with the traditional brand. This month, 7th, Li Ning for the first time to carry out special sale, 18 hours of all merchandise sold out. Immediately on the April 22 night every guest site once again to carry out the brand special sales, including men and women style sports shoes, t-shirts, casual trousers, baseball caps and other products, the price is more in 39~79 yuan. In this two-day limited time promotional activities, where customers are in different periods of uniform product volume, so as to ensure a better user experience. The sale is scheduled to end after "51". In addition to Li Ning outside the related brand other brands are Kingcamp, Saturday, Sen Horse, and so on. Where the customer's own brand VT, canvas shoes, POLO, jeans and other products are also involved.