Hot air Hotwind: Beware of "cold wind" to attack!

From a grassroots shoe retail store, to multi-brand and integrated products mixed operation of the national chain. From the hot air two times to change the standard, to now rapidly expand to 535 stores nationwide. This one of the road of transformation, the clue out of the hot air ambition is not limited to the "fashion warehouse" so simple ... But in the hot air development warm momentum, we have to say, beware of "cold wind" to attack!

Hot air Hotwind: Beware of "cold wind" to attack!

Shi Zhang Strong lock Fangyuan

From a grassroots shoe retail store, to multi-brand and integrated products mixed operation of the national chain. From the hot air two times to change the standard, to now rapidly expand to 535 stores nationwide. This path of transformation, the clue out of the hot air of ambition is not limited to the "fashion warehouse" so simple ...

"Buy a hand system" of light assets operation

In the product aspect, the hot air like is a talented, the eye unique purchase housewife, to the product design slightly changes, stealthily into the hot air own product design.

Hot air from the start of 1996 to rely on the "Buy hands Mode" operation, do not have their own factories, not even a fixed generation of factories are not, the use of China's vast apparel and footwear production base resource advantages, through the purchase of the global collection of fashion styles and products, and then directly to the factory orders, to achieve rapid response, The shoes in the buyer's hand appear on the hot-air chain's shelves at the fastest time of 15 days. At the same time, the hot air is directly under the line channel, eliminating the dealers, agents and other intermediaries, the profit is not exploited, so the hot wind in the price achieved advantages, cost-effective, parity, fashion is also hot air to attract consumers
The greatest magic weapon. This seems to be similar to the fast fashion model that developers are now advocating. Each season, the hot air company's management and procurement department will have an important communication, determine the next quarter of the procurement plan, mainly on the trend and the overall quantity, the budget to reach a basic consensus. This is actually the hot air to buy the hand data.

Hot wind is not only reflected in his buying system, the hot air success, you will be pleased to find that he not only "large collection" of the global wind fashion famous, but also a large number of successful business model of the collection body. "Decathlon's direct business model, Uniqlo's optional model, Zara's industry chain runs fast, Nike's light asset operation model." These successful and advanced business models can be explored from the hot-air enterprises.

Visible, in the business model, the hot air is more like a survey of the overall situation, a reasonable distribution of the male owner, will be successful mode arrangement of the appropriate position, thus forming a unique hot air business model. Accurate positioning of the market and brand, low-cost fashion popular. Hot air undoubtedly in China to create a mainly footwear to run clothing, accessories of the optional clothing supermarket.

It is understood that the hot wind has four own brand--hotwind, Ned.nedy, Lando.rado, Offcos. At present, the hot air stores, private-label goods accounted for 95%, the proportion of the future will continue to increase.

In order to reduce the pressure on the inventory, the number of hot-air single store inventory, which will undoubtedly allow consumers to buy shoes often encountered in the store code number of incomplete, out of stock problems. How do I arrange inventory scheduling? How to improve the speed of consumers to buy products? In these two big problems, the hot air has fully exerted its ingenuity.

Hot air stores in each salesperson will be configured with a walkie-talkie, if the need for goods scheduling and search, a simple walkie-talkie will easily let the sales staff to save the time to run to the counter. For the product store scheduling, hot air will be in the vicinity of the query shop whether there are goods, basically half an hour can be served in Shanghai, the way to serve the main subway.

Hot air in the after-sales service of the details, in order to establish a good word-of-mouth marketing, improve consumer repeat consumption frequency, hot air adhere to 30 days no reason to return, life-long warranty after-sale system. This bold measure will undoubtedly bring some hysteresis power to the hot air, but it adds the brand additional value, has won the broader sales space.

The beautiful day is a woman's shoe brand which is specially built for young women. By the Hong Kong Beautiful Treasure Group was incorporated in Hong Kong in 1999, after special authorization to the hundred Li Group in the domestic production and sales. April 2003 hundred Li Group has officially acquired the day for the Belle Group's brand.

The day will be its own brand positioning as "urban fashion young casual shoes." The breakdown of the consumer population and the hot air is basically consistent, divided in the 16-28-year-old male and female sex. The price of the product is basically 300 yuan-1800 yuan between, because the price is high, the sale channel of good intention is basically set up in the first-line city and the provincial capital city's shopping mall, the regional distributor carries on the retail, now has 190 shops in the country.

and hot air product price in 200 yuan-600 yuan, because of direct marketing reasons, the price is slightly lower than the day. Store location in large shopping malls in the store, or near the subway, bus street stores. Because of the variety of hot Air products, large shopping malls in the sales counter can not meet the hot air on the large area of the shop requirements.

In the consumption of the width of the crowd in the hot air and the good, hot air because it is a direct sales model, eliminating the diversion of profits with agents, in the price occupies a great advantage, hot air is facing a wider consumer population.

In the product fashion, hot air is "fast fashion" mode, the replacement is faster, and the days of the product update is a quarter, slightly slower.

In product comfort and research and development, the good days rely on Belle has its own production plant and product design team, shoes, high comfort, and hot air is to find a factory for processing, low comfort.

Because they can't find their specific annual sales, so there is no way from the number of an objective analysis of them, but the hot air from the "direct channel" and "fast fashion" model to win a broader consumer, single from their number of stores than the hot air is above.

The rapid development of hot air, also fully proved the "channel winning, terminal for the King" View of the incomparable correctness, is the modern enterprise to establish channels of the greatest magic weapon.

At present, the income level of residents is improved, the continuous advancement of urbanization process, coupled with the rapid spread of information on the network, fashion products are the main growth of the future apparel industry, market space is still very large, competition is relatively moderate, but with the advent of the era of online shopping, people's consumption habits are changing, Online consumption data constantly refresh high record, while the traditional sales channels of sales continue to decline, commercial real estate prices continue to increase the channel terminal capital pressure, the brand channel sinking accelerate the increase in competition, offline stores continue to appear "closing tide."

At this time, although the hot air in Taobao, Beijing-east, and other large platforms with sales platform, but from the online sales and promotion of the degree of intensity is not high. Hot air selection continues to the two or three-line urban expansion line under the sales shop, hot air in September 2012 stores up to 350, as of October 2013 in the country the number of stores has expanded to 535. Such a channel expansion in recent years can still maintain consumption, but according to the changes in modern consumer trends, the Internet will eventually replace offline channels for the king of the era, whether the hot wind should be the establishment of channels to prevent the situation?

"Buy a hand system" is advantageous to play "the light asset" the operation mode very well, but it is a double-edged sword indeed.

The "buy-hand" system may lead to:

1 to grasp the trend of fashion trends, resulting in increased risk of inventory.

2 blindly imitate the first line of fashion products, will become a cottage brand.

3 Coarse to the international fashion single product design modification will reduce the quality.

4 can not be in the design of products have their own brand characteristics.

5 buying hands will be spent on purchasing and ordering, no time to take into account the quality of products. ]

6 can not follow up consumer feedback.

The establishment of "buy the hand system" let the hot air quickly won the support of the subdivision consumer group, but on the other side hindered the hot air to "the fashion storehouse" the development. Recommended hot air in product design:

1 can work with well-known fashion designers to launch a number of unique design products, these products can jump out of the concept of low price, quarterly launch of Star products.

2 can hold the public design competition, from the player's design to obtain more fashion elements.

3 can be bought in the hand link after the formation of a team in the design, so that the hot air products are not just simple and rough improvement products.

The hot air of the new product design in the dissemination of accurate promotional publicity. Can be with the major fashion magazines, fashion sites, fashion programs to cooperate, Low-cost soft transmission. The use of a variety of ways will be hot air from the imitators out of the wind to create a fashion to lead the brand.

Hot air put forward their products from buying hands to the store to sell this all links only need 15 days, the author is a hot wind of the old customers, in the same season to patronize the hot air, found that the product update speed is not fast. Hot air not only learn Zara's "fast fashion" mode, then it should be the most vividly. To attract consumers to the hot air in a specific period of time to repeat consumption.

For many of the product updates may lead to inventory squeeze, in the product shelves, it is not possible to be in the first tier of the city to transfer the products to the two or three-line city to sell, after all, two or three-line cities to obtain fashion information channels no more than a first-tier city. Regular inventory of discounted sales, hot air discounts can not be a big discount, this will lead to consumers cheat feeling, can be in the end of the sale in the original price directly minus 50 yuan to 100 yuan interval, in order to reduce the danger of inventory backlog.

A big part of the reason companies want to make a century of brands is whether their products have always been attractive, and Coca-Cola was born in the United States Georgia Atlanta in 1886, until today is so brilliant. In addition to Coca-Cola's business model, its products have always been his biggest selling point.

The hot air will be his consumer segmentation in 18-30 years old, 18-22 years old or a pursuit of style stage, 22-30 years old men and women are very concerned about the quality of products. The author made a simple small survey, found 20 hot air customers. Most of them respond to a low degree of comfort. Product quality defects, resulting in the breakdown of the consumer population in the continuous passing, hot air in the shoes of research and development, whether can establish a research and development center, Learning decathlon people-oriented design concept, enhance the technology advantages of shoes research and development? Hot air is mainly footwear, driving apparel products for the sale of the brand, but the quality of clothing is also the consumer to consider the important elements of hot air, whether the hot air can be optimized for cloth and tailoring, enhance the hot air product value?

Looking at the current situation of hot air, simple analysis of hot air in the future to face the problems and challenges, hot air in the expansion of the line under the channel, you can cool down and think about it. Whether the company is set as "management year", deepen internal management, product, research force, and actively adjust the extension speed, in exchange for the next 3-5 years of continuous growth of the performance of space? Hot air, in such a successful expansion of the channel at the same time, but also pay attention to the future development trend of the channel and consumer experience of the product, beware of cold wind attack!

(Shi Qiang is the founder of the Jin-kun culture Development Group, the Shanghai Modern Service Federation, the Special Committee of the Secretary general, the Shanghai municipal Government brand experts.) Lock Fangyuan Department of Kam-kun culture Development Group consultant. Public micro-letter: Kam-kun brand marketing; Weibo: @ Kam-kun stone strong, @ Kam-kun brand marketing; Email: shizhangqiang@sohu.com