Jona Anda: Good at grasping the "popular pulse" of second- and third-tier cities

It was established in June 2011. In the first eight months of this year, it has achieved sales of 28 million yuan. The economic environment is not very good. It is also in the Pearl River Delta where famous enterprises stand, and Shenzhen Qiao Na Anda Garments Co., Ltd. (hereinafter referred to as Qiao Naanda). Can you quickly occupy the foot? It is one of its strengths to be good at the "popular pulse" of second- and third-tier cities.

“Ten years of terminal marketing experience has taught me that getting the best-selling products in first-tier cities to the second and third tiers of the season may not be easy to sell. It is often to do it again in the coming year.” Founder Jiang Tao said.

Jiang Tao, 31, has been working in the apparel channel field for 10 years. Talking about how Qiao Anda took root, his answer was simple - reduce costs.

There are only two ways to reduce costs in the apparel sector: first, fabrics and second, channels. In order to reduce the cost of fabrics without affecting the quality of clothing, Jiang Tao drew a circle on the map and positioned his brand in women's clothing in the second and third tier cities. Because the “fashion trend” in this region is slower than a beat, he will choose fabrics that have already been popular in the big cities, even over breath. “After adopting by large manufacturers, the characteristics of fabrics are gradually stable, and the feel and quality inspection are There is no problem, and mass production has begun."

Positioning second- and third-tier cities also allowed him to avoid the risk of the clothing planning stage. “What is popular this year? Is it red or green? This research and development cost is quite high.” Jiang Tao did not follow the feeling of finding the atmosphere of fashion, but focused on Big hand. Compared with a garment company in a second-tier and third-tier cities, Qiao Anda is now in Shenzhen. “We can get these first-hand information right away.”

"Copycat"? Jiang Tao emphasized that he was "taking in." Jona Anda has a "buy team" who will go to various stores to collect good styles and collect consumer demand. Before entering the Henan market, they found through research that the 30- to 40-year-old woman on the other side had a rougher upper arm than those in other places. Therefore, she deliberately added an inch to her position in the folder. "In this meticulous place, we cannot copy and others cannot learn it."

Another way to reduce costs is through channels. In terms of terminal sales, “escape” from the gold tier of first-tier cities can naturally save a lot of rental expenses. According to Jiang Tao’s introduction, the sales performance of second- and third-tier cities is not better than that of first-line shops. How much less, "the big brands in the downtown store are often not used to make money, just to do the image display."

"Resolutely not blindly producing" is another guideline for Jiang Tao's clothing. He will come up with his own design and hold an ordering meeting each year. "We are an order-making company. We give deposits to our production. We don't produce deposits. "In addition, Qiao Anda will try to make the product developed in the next season to have compatibility with the previous quarter, with new models to drive sales of the old models.

Jona Anda currently only has more than 50 dealers, mainly covering the northeast and Sichuan and Chongqing regions. “I'm not in a hurry to shop, spread by word of mouth.” Jiang Tao said that many shops seem to be massive and can also receive agency fees, but if the market does not form a true identity, it will be fundamentally unstable. "A rival's price reduction, or the entry of a well-known brand, can't hold it back, putting pressure on the previously mentioned capacity and inventory."

In addition, these distributors are directly responsible for Qiao Anda, and removing the intermediate links not only reduces the cost but also strengthens the control of the dealers. Jiang Tao upholds the concept of “strong channels”: regularly dispatches inspection and supervision personnel to visit stores, reports performance every day on the ERP system, and conducts spot checks and trainings on terminal sales headquarters. “For agents, they must first do a good job to ensure that they can confirm It's true that they get benefits and make them cheap, so they are obedient."

Jiang Tao is a Northeaster, and the reason why he came to Shenzhen to start a business is because of his wife Qin Qin. Qin had worked as a designer for seven years in Shenzhen's well-known winners' costumes. Jiang Tao was the agent of the winner at the time and the two met each other. Jiang Tao believes that design is the foundation of a garment company. For this reason, the chief designer must be a core executive or even a boss. “Talent is very important. We must love design. My wife sometimes wonders about something and I’m really going to hit the wall. "We have recruited a lot of students who first studied and designed with her. Many of them were designers in large companies."