The adjacent girl's dress breaks through the traditional mode to build China's fast fashion brand

Exploring innovative business models Breaking through the competitive landscape

     In recent years, due to the rise in production costs and the entry of international women's brands, the domestic women's apparel industry has entered a fierce competitive situation, and many women's companies have sought a development path that breaks through the competitive predicament. At present, domestic women's enterprises generally suffer from problems such as high inventory, slow turnover, and homogenization of products, which cause Chinese women's enterprises to fall into the whirlpool of price war and terminal sales promotion. The market competition pattern of China's women's apparel industry is being reduced by price competition in the past. Quickly transformed into a competition based on factors such as style, fashion and sales environment. The girl next door seeks the "new" and "quick" demand characteristics for the development trend of the industry and the female consumer, creating a fast fashion business model for the Shaoshu women's market, and continuously expanding the brand's influence and market with a quick and effective response model. Share.

The girl next door, since its creation in early 2003, has been operating under the unified control of the company from the brand operation, product planning to production and retail. It has not only successfully solved various constraints of the traditional clothing industry, but also has a unique development model. Develop a strong business platform and quickly realize the leading position of chain scale and brand efficiency. Combining the world's most advanced SPA business model with the domestic industry situation, with innovative business models, advanced business concepts, and forward-looking development strategies, the company has formed a unique “neighborhood girl model” that will continue to create attractive customers. the value of.

Create "Fast Fashion Supply Chain" to achieve leapfrog development

The girls next door are all year round and have new products on weekdays. A total of more than 2,000 new models are introduced each season. In the new sales cycle, based on market sales and the latest fashion information, we launched instant “fast fashion” new products to maintain the freshness and fashion of the entire package of goods, attracting a large number of loyal and honest Followers.

In order to ensure rapid and high-volume new product development, the adjacent girl has an excellent buyer-type designer team, timely collection of international fashion trends, to provide consumers with the latest fashion single product and collocation scheme. At the same time, the girl next door uses a combination of picking and replenishment to distribute the new products every day, and analyzes the daily sales and inventory data of the stores through tailor-made DRP distribution systems. The sales dynamics keep the goods always updated with safety stocks as the bottom. It not only controls the inventory risk of the goods to the greatest extent, but also guarantees the best-selling merchandise of the stores. It expresses "fast, little, fine, accurate" the perfect interpretation of "fast fashion", making the sales performance not to be off-season, and prosperous in the busy season. The sustainable development of the company provides a strong guarantee.

In this way, by quickly capturing the trend of the fashion information, rapid updating of design, rapid order production, rapid logistics transportation, and fast on-board sales of the industrial chain, the girl next door shortens the production time of the industrial chain and achieves the fastest speed for consumers. The latest fashion ladies.

At present, the girl next door has more than 500 chain stores throughout the country and it is estimated that the number of chain stores will exceed 1,500 by 2015. With the high degree of implementation of the brand strategy and rapid and strong learning and response skills, girls in the neighborhood have developed rapidly in recent years, and they have become more and more spacious in the development of fast fashion.