About Apparel Co., Ltd. was formerly a co-OEM, with the transfer of international and domestic apparel industry, reduced orders, lower profits ...... Like all foundries, the same can be actively transformed to find a new business development It is imperative for them to work. Garments Co., Ltd. is still about to Liang Yuan Yao, general manager of the sights on the line, from an online store model to the main online shop to take the transformation and take the brand line, created the "personality Korean style" zero rules. Once the online blast champion 2010 is still about apparel made in Taobao harem pants sales first results. Speaking of harem pants, we must all be familiar with, but talking about harem pants brand, but on the contrary, nothing concrete concept, "This is the characteristics of the explosion, there is no brand restrictions, the product's style is very popular in a short period of time , The price is biased to medium or lower, puerile is the root cause of profit. "Liang Yuan Yao said," From the type of Taobao shop is concerned, in fact, whether it is Crown stores, or diamond stores, Or the official website, does not affect the promotion of explosions.Generally, the degree of hot search keywords determines the degree of hot sale of such products, so whether the right time to choose the right product Ze choose to promote, it determines the product can No explosion, and can 'explode' to what extent. Leung Yuen Yiu continued: "At that time I was able to achieve the first result. Before that, I carefully analyzed the data that online users clicked and collected, and we all agreed that Harlan pants would be the next explosion, so we started to develop it immediately. "Of course, this is of course directly related to the sharp sense of fashion smell and the ability of data collection and analysis of explosives developers." However, after all, the explosion is a rare event. "Liang Yuan Yao said:" Of course, if the first explosion Merchants can achieve the level of monthly sales of 1,000 pieces, as follow-up followed by the development of explosions, generally can easily achieve the level of monthly sales of 100 pieces, and the proportion of advertising investment will not be too much. The focus is on how product descriptions make consumers more willing to buy, as well as gaining exposure through free events on the site, and winning if they compete with malicious, low prices. " To individual brand transformation This constantly looking for and developing explosions business model, Liang Yuanyao known as the selling model. From 2009 to the first half of 2011, Fashion Apparel Co., Ltd. mainly deals in the sales mode and does not belong to its own brand. "Customers in the selling mode have very low viscosity and therefore high demands on the products. Developed explosions, it is best, but without the development of popular products, the sales situation throughout the quarter are very dull. "Liang Yuan Yao said. Because of this, Liang Yuanyao more determined to establish the brand's determination. In the second half of 2011, zero-rule brands came into being. As an original designer brand, the rules of the zero-oriented style is located in the "Korean style", but it is the "personality Korean style" that is added to the simple elements of European and American style. "Maybe people have not heard of such a style, which is why we choose it.Fashion industry, focusing on sweet Korean style or atmospheric European and American style too much brand, if you continue to do the same style of product, brand Liang Yuan Yao said at the same time, he also explained in the zero rule brochures "to create a personality Hanfeng blue ocean area" meaning: "Blue Ocean is relative to the Red Sea, meaning the competition in this area is not Intense, "personality Korean style" is our original, we can say that in this style of the area we have no competitors, so the zero rules of the living space is also great. Similar to ZARA's delivery model Because of this "unique" style of positioning, design is a feature of the zero rule and a top priority. The design team develops different themes each year according to the fashion trends, for a total design of more than 300 styles. Then, the various divisions of the company, several partners in the e-commerce platform, and the wholesale and brokerage customers will vote on these models. By voting, there are over 200 kinds of styles that are truly produced in large quantities. The rest of the styles will be produced in small quantities on a quarterly and on-demand basis. Based on the initial judgment of data collection and analysis, the production quantity of the product is decided. And the famous brand ZARA is similar, they put into production each style is limited, so not only to avoid the bad inventory, but also to bring consumers "if you do not buy on the no" feeling. If you encounter a product is still popular during the period of being sold out of stock situation, zero rules can also immediately release pre-sale information for moderate price cuts, and according to consumer click favorites, in 7 to 21 days the goods Complement. Liang Yuan Yao very fancy brand online development costs low, the risk is small, spread fast, etc., but he still fancy terminal store this part. Zero-rule customers to wholesalers and franchisees, brand influence "to expand online, strengthen online" is its main mode of development. Although the wholesalers and franchisees get the purchase price must be lower than the average consumer price when online shopping, but there are too many online promotional reasons, especially in the "double 11", "double 12" such promotional section, if the shop's Price is often lower than the price of the store, consumers will not continue to buy in the store. "Therefore, the company's pricing strategy to protect the interests of the store-based, such as 'double 11' so that prices have greatly reduced the promotional section we seldom participate." Liang Yuan Yao said. As the apparel brands ONLY and Giordano chose WeChat and Alipay as the new micro-marketing and payment methods, more and more apparel companies are also "eye-catching" on this new marketing approach, and Liang Yuan-yao is the same. "Both of these measures have their own advantages. Which one is more suitable for themselves? I would like to take a look at the respective development of the two companies' micro-marketing before deciding." In fact, the zero rule of the chief designer is "80", as general manager of Liang Yuan Yao is also a "post-80s." And many people imagine the "80" lack of assertive, not enough independent image completely different, they are not only very hard working, and very good at learning. From the conversation, we can see that Liang Yuan-yao is very wise and knows how to improve himself and to receive new things promptly, though not as experienced as entrepreneurs in his 40s and 50s. Believe that for him and the zero rules, "young" and "progressive" must be the best weapons they can make better in the future.
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