Lead: As we all know, clothing is a lucrative industry profits superb, brand discount already low discount, high quality capture the hearts of consumers mainland, just a decade before the project developed into the main pillars of retail, where Love season women to brand operation gradually In the apparel industry to stand out and become China's premier brand discount experts, today we have the honor to visit the chief executive officer of Avre Corporation Yang Jun, for us to unlock the mystery of its successful business.
August 2012 We come to Ivery Fur Garments Co., Ltd., located in the Northwest Lake Business District, the financial center of Central China. Into the company was immediately attracted by refreshing decoration style, it broke through the inertia of ordinary people thinking: no real sector between departments and departments as a partition, but with a futuristic sense of the post-modern decoration style imaginative The living room, marketing department, research center, development department, investment department and other departments into one.
Sitting with us in the quarter-free parlors and the entrepreneurs who are discussing the cooperation projects, we listened to the soothing piano music, the panoramic view of the busy company, the company message, I was curious why This decoration office area, do not worry about the company's confidence is heard or not conducive to investment it?
Yang always smiled and answered us "not afraid! We just want everyone in a most free, comfortable, easy to communicate in the office space, regardless of the level of each manager or general manager can see the rise of each other, love no season, No class, and even more so for collaborators, all the company's stores are readily available and all are transparent. "
Reporter: "This is really a very creative and need more courage, we see only the quarter in Wuhan no season more than 20 outlets, the country more than 100 terminal stores, and have achieved good sales results, may I ask your How does the company do it?
Yang total: "love non-seasonal business channel construction, discount apparel wholesaler. Experienced know that channel construction is the most difficult and most necessary. At the same time love no season is China's earliest brand discount operations in the business, starting from 2007 We formally switched from behind the scenes to the stage, using the brand of operating modes and standards to open discount stores, the company operates the brand discount store in China is only the only one of us.
"You just asked how to do it, the four words: Win in the terminal. We are the success of their own shops to start the most extensive scale .09 first love without signature shops only officially opened, is now Yueyang Wal-Mart store. In the past two years we did not open a shop, why? We use 2 years to do a lot of market research, visit the country's terminal channel entity store to understand the business situation. The organization of the core team to collect and defeat valuable Experience, grinding sword ten years, eventually grinding into love without season. "
Reporter: "This is really great. I saw that in 2011, the annual sales of Class A shops in China reached over 2 million. In comparison, the worst sales reached 1 million. You think the biggest advantage of non-seasons What is it?
Yang: "First of all, it is an inappropriate metaphor for our products to be still commodities. But unlike the fake monograms, our products are all genuine brands. Brand licensing Sales, however, our selling price is equal to the asking price of the brand agent, do you say such goods are sold well in China?
"But we know that the success of a shop is more important to the business, you can not run in a low-cost shopping district to sell luxury goods.Therefore, love without season to do the end is" artificial "is the business. Love without season, a product analysis center, a professional analysis of market conditions, the country love season sales will be displayed here, the recent trends and market reactions are here in the form of accurate digital analysis. In addition the marketing department is the terminal store Private doctors, shop before we have accumulated too much experience, and now the terminal shop problems we have encountered, shop before the market survey, including the choice of shopping district market will visit the scene full supervision, whether it is Xinjiang or overseas, every A shop can not go. "
Reporter: So why do not love the season's goods to ensure maximum profit?
Yang total: love season without the proportion of goods is 30% of the image of 70% of the public section, many people do not know the price can produce a contrast, bulk or other brands will not tell you these, scientific matching can meet more Consumers, high-end products to enhance the entire shop grade, and cost-effective products to enlarge sales.
"Another is the 30% casual section, 70% feminine. Headquarters has full monitoring, store monitoring, must follow the template, from time to time 10. Shop no matter who is operating, in accordance with this walk will not go wrong. With mode control shop, professional people to do professional things, at every step, tailor-made copy success.
Reporter: The original case, then, Yang always have the last question, love no quarter is the first discount brand clothing store, and the brand in the competitiveness and operation of what is the difference?
Yang: The problem is very good. The advantage of the brand is the same style. The code color is the same. You can enter the market and have a systematic method. The veteran brand has a high reputation. The most important thing is that the manager has a good face.
However, 1, a single brand style, some people like people do not like to do niche market, like a brand of people only once a quarter consumption. 2, big investment, the risk is big. Not suitable for entrepreneurs, there is no venture too dangerous, the threshold expensive, harsh returned, the high price of the seller is also high. Simply put is a rich game. 3, high business district, are large investment returns small business model, the dealer received the purchase price is usually 4 fold, high cost, limited flow of people to make money to sell, sold a profit of a discount of two off has been good .
Reporter: So, compared to the current situation, love without the fame and fortune Museum of the pros and cons is what?
Yang total: "Love season without the brand discount style diversification of the quality requirements of clothing have purchasing power, like low-priced high-Amoy Amoy consumers can love Amoy season without Amoy, the brand up to 1000 models a year , Love every season produced one hundred thousand style, single store hung sample 300. Than brand investment, low purchase price, profits pulled up, the sales volume is 3-4 times the brand shop.
"In addition, our brand operations and brand operating system are also essentially different, if the operating system of Alidas get no love season will not work, love no season has a brand for the brand discount operating system is With the requirements of brand stores and signs to develop, suitable for brand discount merchandise marketing model, in China we are the first to develop standards. "
Afterword:
And Yang always chat really benefit people, can not think of shop so many doorways, entrepreneurs sitting next to us laments, before the start of business and today's love season is really sloppy plus reckless, go Many detours.
Short interview may not have understood enough, it does not matter, the afternoon trip is to love the end of the season without end-store experience, tomorrow we will continue to reveal the wealth of love without season password.
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