Chinese fast fashion brands follow the fast sell-out model

He said that the so-called business is the meaning of life. Only talent can be bought and sold, and you need to understand the needs of people's spiritual and material fields and satisfy him so that you can achieve a sales and purchase relationship. He said that everything is possible, between people doing and not doing. He is (Guangzhou) Yi Guang Industrial Co., Ltd. Chairman Che Guangping.

As ZARA, H&M, and other "fast fashion" brands have become popular in China, Chinese businessmen can't help shouting "The wolf is coming." In the era of “wolf is coming”, businessmen not only have to face the international predators but also have to face many domestic competitors. It is true that there are tigers behind the wolf. Seizing one's seat in a finer market is the basic principle of survival.

In recent years, the “sense” brand, which absorbed the essence of the international “fast fashion” model and pioneered the fashion consumption pattern such as rapid sale, has grown even more rapidly. Nowadays, "Yi Miao" is facing ZARA directly and distributing the storefront next to it. "No, I have; people have, I'm excellent; Renyou, I'm fast" is the management philosophy of Che Guangping, chairman of Guangzhou Yimiao Industrial Co., Ltd., and is also an independent advantage of the "YiMiao" brand. Car Guangping is full of confidence. "'Yimiao' is a wolf that is chasing ZARA."

The Origin of "Yue Miao" ZARA

In 1999, when Che Guangping visited ZARA for the first time in Rome, he was deeply attracted by this “fast fashion” model. In the ZARA shop, he unknowingly bought clothes worth 26,000 yuan in an hour and a half. This can not help but let him begin to think, "Why this store can let me understand the clothing (cost) people in a short period of time consumed twenty-six thousand?" After burial is completed, Che Guangping stopped outside the ZARA store After thinking for more than an hour, he decided that ZARA must be the top ten global brands in the future, and this "fast fashion" model is a way to sell everything about dress up to consumers.

As a result, Che Guangping discovered that there are only two promising business models in the world: one is the “McDonald's” model, which means selling one product to all people; the other is “quickly” like ZRAR, H&M. "Fashion" mode, grab a person to sell him something about a certain field.

After returning home, Che Guangping began to do market research and analysis and wanted to represent ZARA into China. However, after some investigations, he found that the Chinese market was a “big fat” and worse than he did. So he decided to learn from the ZARA "for foreign use," and represented the French women's brand "Yi Miao," began the "improvement" of the "Rose Road."

After three years of brewing, perfecting and the market's running-in, "Yi Miao" was officially announced in 2003 to enter China. Even with the impact of SARS, the development momentum of “according to the subtlety” is still full, which is a relief for Car Guangping and the “Yuewei” team. “In that year, it was all over China, and it grew into 168 stores, and all of them were large stores. The profits of enterprises are also rising.”