Shop 1th launches "Bestluck" to replicate the success of Wal-Mart's own brand?

In the past few years, the days of clothing electric dealers are not very good. Even the first moment of the literary and artistic small fresh and stylish, the legend of only 1 million of the cash return to "every guest". Lian Masamaso's latest valuation has fallen to the same time as a round of financing. Even, even the flag-bearers of garment dealers will be transformed into "own brand retail channels" two legs walk.

However, on this node, the 1th shop is bucking the trend announced: the introduction of new clothing brand "Bestluck". News said that No. 1th store own brand "Bestluck" will start from T-shirts, underwear and other basic sections, the initial will launch at least 500 SKUs, clothing business will also be independent of the 1th store's consumer electronics, food and beverage, department store three major sections, directly to the 1th store CEO report. Recently, the 1th store chairman Gege in the media interview revealed that just launched its own clothing brand Bestluck "is entirely possible to enter the Wal-Mart physical store sales."

Bestluck, from the brand name point of view, there is no doubt that store 1th on the new product line to send high hopes that it can add a little good luck for shop 1th. Not only that, I think shop No. 1th also hope to use Bestluck to increase profit point. Because from the previous experience of Wal-Mart, if properly positioned, its own brand will of course give Wal-Mart and other circulation enterprises to bring manufacturing profits, which is generally more than the circulation industry. At the same time, the price is appropriate, the quality of its own brand will be welcomed by consumers-Wal-Mart's stencils basic private brand jeans is a good case in this regard, with simple and generous design, level price, excellent quality, has been a considerable number of fans. Wal-Mart hopes that in the next 5 years, Huiyi great Value, Mingting mainstays, Jiang Simplybasic and other private brands can contribute more than 20% of China's Wal-Mart sales.

There are rumors that, in order to build this new profit growth point, 1th shop under the heavily, from "imaginary" where the customer prudential products such as well-known opponents dug more than the person in charge. Bestluck in charge, 1th shop senior commodity director Dong Ming also born in every guest: from Etam left, Mang from 2009 to 2010 at the end of the early women's participation in the product development and supply chain links, it is not a shallow experience.

However, in every guest has sunk in the present, the number 1th shop Bestluck How to break through?

First of all, probably is the 1th store channel advantage accumulated large data. This will let Bestluck in the initial stage to know their target audience's preferences, targeted clothing product design, price, color or even size, so as to achieve more accurate stock.

In the past, the electric business "cross-border" often become a hot topic, but in the big data age, by the consumption record relatively accurate to depict a person is not unthinkable. In particular, when the person purchased mainly daily necessities, food and beverage, etc. most likely to reflect their income levels, hobbies, personal taste of products, "guess" will become a theoretical basis for things.

Second, it is from Wal-Mart to create its own brand experience. In particular, Wal-Mart clothing brand Simplybasic experience, will also be shared to shop No. 1th, this is the 1th shop Bestluck unique advantages. These experiences will also help store 1th's first own brand Bestluck better growth.

Wal-Mart has followed its own successful experience in the United States and has launched a number of proprietary brands in China that contain low midrange positioning and cover many categories. In the past few years, Wal-Mart has adjusted its own brand strategy according to the facts of China's market, concentrating its efforts on the four brands of Mingting, mainstays, Jiang Simplybasic and Sports source Athletic works. Wal-Mart in the U.S. market and the Chinese market has accumulated experience in its own brand operations, from design, production to promote, will let the number 1th store's own brand road to go more smoothly.

In addition, 1th stores supply chain closed-loop mode will also make Bestluck can effectively control the product inventory, can avoid the year Fank due to the inventory model caused by a large backlog of inventories. With the rapid response in the apparel supply chain, Bestluck T-shirt products in the first sale of the case, the replenishment cycle can be compressed to less than two weeks time.

At present, the field of clothing electric business happens to be "no King in the mountains". With the previous standard-bearer Fank, the past few years have gone quite a twist. From the basic shirt from the beginning of every customer, development to the mid-, its product line even expanded to mop, etc., until the old bitter experience, determined to "thin body" cut off redundant product line. And today, where the customer is still in how to avoid inventory backlog, to achieve benign development and profitability of the problem to try to wander.

He's sick, he wants his life! In this way, it is also the number 1th stores and other electrical business opportunities to open up the market. The 1th Shop has its own brand Bestluck from the T-shirt and other basic sections, directly to the Customer classic product line of 29 Yuan T, intended to take a piece in this market.

Can the Bestluck of store No. 1th be really the name of "Good luck"? Where customers and other traditional clothing electric dealers can turn over? Anyway, it's a show!