He said the so-called business is the meaning of life. Only people can do business, and you have to understand the needs of people in the spiritual and physical fields and satisfy them so that you can reach a buyer-seller relationship. He said that everything is possible, between doing and not doing. He is (Guangzhou) according to Mizuki Industry Co., Ltd. Chairman Cheung Kwong Ping.
With ZARA, H & M and other "fast fashion" brands popular in China, Chinese businessmen can not help but shout "the wolf is coming." In the era of "the wolf is coming," businessmen not only face the international predators but also face many domestic competitors. In the more subdued market to grab their place is the basic law of survival. Join Hotline:
In recent years, with the "fast fashion" model of the essence of the absorption and digestion and pioneered the fast sold out and other consumer fashion models, "according to Miao" brand has been growing rapidly. Today, "according to wonderful" is to face ZARA, the store is located next to it. "No one, I have; people have, I gifted; gifted people, I am fast" is in accordance with the Miao Industrial Co., Ltd., chairman of Guangzhou Guang-car business philosophy, but also "Miao" brand maverick advantage. Che Kwong Ping confident, "" according to Miao "is chasing a wolf ZARA.
"According to Miao" birth originated ZARA
In 1999, Che Guangang saw the ZARA for the first time when visiting Rome and was deeply attracted by this "fast fashion" model. In the ZARA shop, he bought the worth of 26,000 yuan in an hour and a half unconsciously clothes. This can not help but let him start to think, "Why this shop can let me understand that with a costume (cost) people in a short period of time consumed twenty-six?" After burying a single car Guangping stopped outside ZARA Thinking for more than an hour, when he judged ZARA in the future must be the world's top ten brands, and this "fast fashion" model is to sell everything about dress as a way to consumers.
As a result, Cheang Guangping found that there are only two promising business models in the world: one is "McDonald's" model, that is, a product sold to all; the other is like ZRAR, H & M such "fast Fashion "model, seize a person to sell things about a certain area to him.
After returning home, Che Guangping began to do market research and analysis, you want to agent ZARA into China. However, after some investigation, he found that the Chinese market is a "big fat", it is better to do it yourself. So he decided to ZARA who learned from the "Western-style", and acting on behalf of the French women's brand "in accordance with wonderful", started "by wonderful" "Rose Road." Join Hotline:
After three years of deliberation, perfection and market run-in, "according to wonderful" finally announced in 2003 into China. Even with the SARS effect, "according to wonderful" development momentum is still full, which makes Cheang Guang and "wonderful" team feel relieved. "That year, according to the wonderful flow of flowers in China, the development of 168 stores, and all are large stores, corporate profits are soared all the way."
Beyond ZARA
"Miao" first fast sold out model
2008, "according to wonderful" to find a more accurate direction, but also more cautious work. During this period, Cheong Kwong Ping started to introduce more new elements to "Miao" and began to think about the points of competition that differentiated itself from ZARA and H & M. ZARA, H & M's "fast", fast in the first part, that is fast to absorb market trends to develop products on the shelves this time. Car wide flat this is the current "in accordance with the wonderful" can not compete with them. Although unable to do, however, Guang Guangping car is not easily defeated. Quick in front of fast behind. Since "in accordance with the wonderful" can not catch up in front of ZARA, after handling the shelves to make a fuss about. Car Guangping introduction, "according to Miaosuan" each batch of new listings sold out of the product life strictly controlled within 45 days. This mode of exploration, so that the "wonderful" tasted the sweetness, but also let Che Kwong aware of the back-end cash flow than the design and development to obtain more substantial profits.
Guang Guang car over an account, "according to wonderful" a day's storage cost of clothing is 1.47 yuan, and ZARA is 1 yuan. "According to wonderful" shelves from clothing to sold out 45 days need 66 yuan cost, if the price of a dress is 100 yuan, you can earn nearly 400 yuan profit. However, if the sales cycle of 180 days, its storage costs will be far greater than the cost of production, so the monitoring of the life cycle of the product is the key to the cost control.
It is precisely because of "in the wonderful" rapid sales cycle, "according to Mia" brand can not do without discount bargaining. In general, the customer cycle of consumer spending in about 45 days, "according to wonderful" each batch of new listing time to do this law consistent. When customers come again to buy, "according to wonderful" another batch of new debut. Kwong Kwong Ping said that it is precisely because "in accordance with the wonderful" in the back, are eligible to do a year off a fight, always give customers a "fresh" feeling.
As the annual turnover of tens of thousands of major brands, "according to wonderful" warehouse less than 80 square meters. Che Kwong Ping proudly said, "According to wonderful goods always on the road to sales, not in storage." "By wonderful" in accordance with the cash flow model designed A, B, C three store sales terminal mode. A-class stores will always sell regular-priced goods, year-round discount, every day is a new stock. If there are 45 days remaining period of the goods are decentralized B-class stores; B-class 60% of the goods are regular-priced goods, 40% are specials and remain at 50% off; C-class shop is a special shop. (Join Hotline: Shao manager)
Stand on the shoulders of giants hit the giant
To give customers a fresh feeling, we must give it a steady stream of fresh feelings. "According to wonderful" hit the slogan is: new stock list every week. The year 2010 "according to wonderful" launched the new 1000 variety, basically every week about 20 new models. From this perspective, "according to wonderful" not only broke the traditional apparel market season concept of spring, summer, autumn and winter, but also eliminated the sale of the so-called "off-season season."
Behind the promise of a new listing every week is exactly how a team operation and assurance? Car Kwong Ping told reporters that "in accordance with the wonderful" behind the operation of the buyer team. To do "fast fashion", "fast" is not to be delayed. The designer with abstract personality is not "in accordance with the wonderful" needs. "According to Mia" brand needs based on the market to meet consumer demand and habits of consumers. According to car Kwong Ping introduced, "according to wonderful" there is a buyer team Perennial in the international epidemic front-line collection sampling.
In the field of fashion, a lot of leading foreign countries. Che Kwong-cheng that "in accordance with the wonderful" to develop the need to learn from the public, "standing on the shoulders of giants playing giants." "In the wonderful" design team mainly in Japan. Che Kwong-ping that Japanese clothing is the most prominent in detail, the plate is also relatively close to people, so to learn the details to Japan. The study design style should go to Britain to study, study quality to Germany, learn to handcraft to Italy, learn to design to France, learn color to Korea. Bocaizhongchangchang, return to improve and manufacture.
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