Interpretation: The mystery of the “rapid growth” of fashion ladies

When more and more information is mixed together, the performance of the data is often the most real. The brands that have achieved outstanding performance in major national key shopping malls are undoubtedly the most expensive ones. What way did they win in the terminal? What kind of means do they use to make consumers eager? What methods do they have to become quality suppliers for major retail brands? It is one of our new jobs in Focus Channel. From the beginning of this issue, we will explore the unique features of the major brand terminals that have the market’s comprehensive market share ranking in the top ten of similar products in the country. This is the first time to unravel the mystery of the performance growth of a "grass".

The women's brand "VIGOUR GRASS" from Nanjing can be described as unknown. It has never been a big-name magazine, has never been a fashion show, has not received media interviews, but in recent years, its name often appears in The National Business Information Center's statistical report. Not only has the record of good performance in the East China headquarters of the base camp, but it has also ranked among the top ten in the overall market share of the country. "VIGOUR GRASS" is really like "grass" and grows silently. When the opponent is inattentive, it turns from a grass to a grassland.

Reading data: East China's good results push grass on the national list

If you do not look at sales data, few people will pay attention to the "VIGO OUR GRASS" women's brand. In recent years, with the ZARA trend rising in the Chinese market, everyone's attention has been focused on fast fashion women's wear. . Especially the record of VEROMODA, ONLY, with people feel, do fast consumer goods, fashion women only have a future. However, there is not much fashionable temperament “Strengthem”. The territory in East China has grown bigger. In the second half of 2008, sales in the East China region ranked fourth and fifth in consecutive months, even in the summer of last year. At the stage, it was slightly better than ESPRIT, only after VEROMODA, ONLY, and IGG, but the number of stores in the former was much higher than that of “Jincao”.

Since June of last year, the market share of “Jincao” in the East China region has fluctuate little, with the difference between the highest in October and the lowest in July of only 0.64%. That is to say, the "Jincao" market is extremely stable.

It can be said that the good performance of “Jincao” in East China directly affects her performance in the country. Judging from the statistical data, the “striving grass” in 2008 also rose month by month, rising from the 10th in June to the 6th in November, and it performed well in the second tier. Judging from the market share, the fourth to tenth brand competition is rather fierce except for the three leading brands of the first tier. In general, the market share of the integrated share is more than one point.

Everyone who wears clothes knows that in the women's wear market, the overall market share is a very delicate thing. Because of the large number of brands, they are often concentrated in a certain price segment and style segment, resulting in fierce market competition, discount promotions for women's clothing brands. It is commonplace that even with a discount for a certain month, sales will rise quickly. However, through the market visit, the reporter found that among the top ten women's brands, in addition to regular discounts such as VEROMODA, ONLY, Jeanswest, and Lianyi, On the other hand, it is difficult for other brands to see discounts. Even European Union forces and younger brothers do not have discounts unless they change seasons. What are the reasons for this? What makes the brand reputation not a household name? Wang Zhiqin, general manager of Nanjing Jincao Fashion Industry Co., Ltd., disclosed to reporters several key points that “Jincao” won at the terminal.

Exploring the inside story: The terminal has achieved remarkable results from multiple angles

90% of the direct-operated stores have obvious advantages. In January 2009, "VIGOUR GRASS" won the 2008 "Best Cooperation Award" after winning the "Outstanding Sales Award" of the Wushang Group in 2007. Without a strong promotion, Jincao can be recognized by retailers, mainly due to excellent sales ability. Wang Zhiqin thinks that the sales performance is outstanding and stems from several aspects. First, the positioning is relatively clear. From the beginning to the end, “Jincao” insists on the value proposition of “office fashion”, and uses the flexibility of the curve to highlight the concise experience. This style is The voices of professional women in second-tier and third-tier cities and even first-tier cities are relatively loud, but compared with some similar brands, the price-performance ratio of “Jincao” is more suitable, especially in medium-sized cities, and soon there are a large number of clusters.

Beyond products, the “straight grass” direct operation strategy is also a key point for winning the market. “Jincao” is an old brand in Jiangsu, and has experienced numerous market tests in the past eleven years. However, at present, there are more than 140 sales outlets in the country, of which more than 60 are more concentrated in East China, especially in Jiangsu Province. More than 90% of the more than 140 monopoly stores are self-operated stores. Although the number of shops is small, due to direct management and operation, sales performance can be described as a strong one.

Talking about self-employment advantages, Wang Zhiqin believes: “Women's fashion is strong, and the tide of women's apparel companies is also very serious. However, branding is a long-term process. Therefore, we want to make the terminal channels more solid and form a team-to-system relationship. The three-dimensional sample, and then consider the development of the franchise network, otherwise, once the network is rolled out, the foundation is not good and it is easy to collapse.From the current point of view, self-operated stores are more in place in terms of management and brand maintenance, and various marketing strategies are also implemented. More thorough, this makes the output value of each store very high."

Week and week push new, affordable, not discounted, but also to sell money. Unlike many brands, “Jincao” is also a one-off product each quarter, but it has adopted a series of strategies. In an interview, the reporter learned that basically the first few weeks of each season is the new launch of the week, and even at the end of the season, the new listing will be available in the VIGOUR GRASS store. This also attracts frequent customers. “In the second and third tier cities, the customer groups are fixed. Because the number of shopping centers is small, they will often visit the same shopping mall. If you come to the grass every week, you can see something fresh. She will have a sense of expectation. Will consider to wait for a discount to buy. This is also the advantage of direct stores, if you are a franchisee, generally have to order orders in advance, in the weeks of new management will not be too easy to control.” Wang Zhiqin Road Out of the doorway of the new sales-driven sales.

The reason why the nameless “Jincao” sells better than many well-known brands is not unrelated to its careful analysis of consumer psychology. The first is pricing, taking spring clothes as an example. The price ranges from RMB 300 to RMB 1200. Shirts and knitwear are mostly three or four hundred yuan. The most expensive windbreaker is less than RMB 1200. Fashionable and subtle styles use imported fabrics. To grasp the price, Wang Zhiqin has his own in-depth analysis: “Our consumers are mostly office groups such as teachers and civil servants. Their income is almost between 3,000 yuan and 6,000 yuan. Although the frequency of buying clothes is not high, they are loyal. Very high, this price positioning is basically acceptable even if it is not discounted, and in terms of style, our seasonal products are filtered every season, using only the elements that are suitable to them, and the elements that do not meet the positioning are popular again. Also resolutely abandoned, it can be said that the style has been relatively fixed, and the use of imported fabrics, so that consumers feel value for money, help to promote sales."

Wang Zhiqin told reporters that in fact, the cost of “striving grass” is very high, and the current pricing profit margin is not large. Therefore, they rarely participate in the mall's promotion activities. “I don’t claim that the price difference is too large. This has a great psychological impact on consumer purchases, especially in the second- and third-tier cities where inertia consumption is strong. The most effective promotional tool for “Jincao” is to give away some related accessories products instead of Low discounts: If customers who frequented 'Sweeps' found that each time they came in, the same clothes had different prices, then she would be hesitant, but now there are new ones every time, and the price does not fluctuate. She is more likely to directly consume, and our pricing is not high in terms of water itself, and for shopping malls, we can also see that our profit margin is limited, and because the performance has been very good, so the mall will not give too much discount pressure. Some promotions will be supported by us, but the discount rate will not be too big. I feel like I can win the sale without a discount, but the premise is genuine,” Wang Zhiqin added.

Diligent training, strict supervision, and creating a good atmosphere for the terminal. To create a good brand image, you may need the most outrageous marketing methods, but letting a brand sell money is actually a basic job. “Jincao” did not put too much experience into marketing strategy. Wang Zhiqin believes that the construction of the terminal sales team is more critical than strategy. “Sweet Grass” has not done enough in many aspects, especially branding, but the reason why it occupied some of the markets first is mainly the importance of terminal services. I understand that shopping guides are not simple salesmen, but also fashion consultants. In order to understand the needs of customers and help them achieve their needs within their own capabilities, all of our store managers must go to Nanjing to receive pre-job training, and the staff must also go through service specifications, product features, and brand styles before going to the store. Short-term training in corporate culture, etc. In addition, the company pays more attention to changes in their behavior after training, corrects some errors in a timely manner, and creates a good atmosphere in the terminal."

“Jincao” has not been vigorously explored in Shanghai so far, while the second and third line regions such as Jiangsu, Shandong, Hebei, and Hunan have better performance than Beijing and other primary markets. Its channel expansion routes are contrary to many brands. However, "Strengthwood" has no money-losing shop, which makes its overall performance more prominent. Avoiding a highly competitive market and investing more energy in areas that are relatively profitable are more likely to succeed.