Professional Women'S Clothing Opens Up A New World Of Fashion.

This article introduces you to professional women's clothing, which has done three things in the supply chain.

Ai Shangchen did not firmly enter the fashionable women's clothing market, but cut into a vertical field -- professional women's wear.

In 2014, Ai Shangchen's turnover exceeded 100 million, the vertical category of professional women's clothing was the first, and sales volume was two times higher than that of second.

Except for precision.

Positioning, Ai Shangchen in the vertical field has gone out of a parallel development path, with Fuzhou 70% foundry, Tmall 25 distributors and 9 sub brands firmly hold the throat of the whole network sales.

Ai Shangchen is one of the first batch of brands to enter Taobao Mall (later renamed Tmall). The founder, Aihua, is keen to capture that the brand and credibility are the future trend if we want to survive on the big Taobao platform.

When she discovered that the 88 yuan and one professional blouses in the shop were after the explosion, AI began to think that since the market competition for fashion women's clothing was so fierce, why did Airsun Minister not turn into a vertical subdivision of the professional women's wear market?

In addition, Ai Hua believes that the choice of products should have both the ability to buy repeatedly and bulk purchase, so as to reduce operating costs.

And professional women's clothing is exactly the same.

Compared with women's wear, the product structure of professional women's wear is very simple: shirts, trousers, skirt and dress.

Compared with the traditional professional women's clothing with low price in Guangzhou, Ai Hua put forward the concept of making professional women fashionable.

This puts forward higher requirements for design, fabric, color and other design points.

Under the limited style, we should not only be too loud, but also follow the trend of fashion.

Specifically, style changes are concentrated in the skirts of collar, sleeves and skirts of half skirts.

In addition, we will make readjustment of the fabric and the shape of the Chinese people in the direction of the market.

On the other hand, in

Under the category of women's clothing, Airsun ministers seize the high-end market.

Usually, the combined price of a shirt + suit + skirt is four hundred yuan, and the consumer group is a white-collar worker who works for more than two years and whose income is stable.

In order to ensure the quality, Aihua decided to purchase the factory at the end of 2009, and hired a factory director who had more than ten years' experience in clothing production. He took 10 people's team and walked to the front shop and back factory mode.

After precise positioning and quality assurance, Ai Shangchen's turnover exceeded 20 million in 2012, and the original single shop mode and single store mode were not enough to match the rising sales volume.

Ai Shangchen decided to do three things in the supply chain.

1, covering 70% of Fuzhou's foundries.

The scale of the acquisition of factory expansion is not up to the turnover growth rate.

In 2012, a turnover of 20 million exceeded the factory's production capacity. On the left, it was a radical factory expansion, and on the right was a conservative continuation of the foundries.

Considering repeatedly, Ai Shangchen Bin Bin chose third ways: to produce the special products in his own factory, and the others to the foundry factories in Fuzhou, to send the clipped clothes to the factory directly, and to produce them efficiently, and then deliver them to Ai Shangchen's warehouse, concentrate on packaging and logistics.

Instead of spending a lot of time and energy in factory management, it is better to learn how to cooperate with all the foundries in Fuzhou. "Fuzhou 70%-80%'s factories are all produced for Ai Shangchen."

July is the off-season sales of professional women's wear. In Ai Shangchen's office, a group of factory owners drank tea while waiting for the order.

For many small workshops, Ai Shangchen's orders may be their main source of income.

Ready-made clothes can not be sold.

According to this way of thinking, Ai Shangchen usually sells the design to the processing plant after he sells it.

Under normal circumstances, according to the set of good version, from material to clothing delivery only takes two days, and can even do early and late.

With the synergy of distribution, distribution, processing and distribution, Ai Shangchen has the biggest advantage in the supply chain.

Compared with its own factories, Ai Shangchen pferred management fees and production royalties to the foundries to win the volume and reduce the cost of OEM.

2, let 25 dealers help sell together.

The traditional mode of operation is nothing more than that. When the online brand has grown to a certain scale, the channel will sink to the offline shopping center, and use the awareness of brand accumulation to get through the online and offline businesses.

After sales increased, Ai Shangchen tried to open his own store.

In the first half of 2012, they conducted a three month offline experiment at a store in Fuzhou about 100 square feet below a shopping mall.

"Sales are very bad."

He stressed.

A teacher is not ready.

He concluded several reasons afterwards: 1, the cost of opening a physical store is very high, and the sales volume is too high; 2, the demand for professional women's clothing in Fuzhou market is not as big as that in the first tier cities, and the clothing category also determines the purchasing power under the line is very small; 3, the brand awareness is not enough.

The cold sales under the line gave the inflated Airsun Chen a handbrake.

After the sale of Ai Bin, some of the founding members of the team started to quit and set up their own doors.

The way of pattern and business is almost duplicated in the original version, and there are 35 famous ones.

Traffic is diverted, more serious than imagined.

Seeing that the professional women's wear market is being constantly carved up, she can't sit still.

"Rather than let friends steal a teacher, it is better to train them to become distributors of Ai Shangchen."

The only thing distributors want to do is store operation. Apart from regular participation in the training of Ai Bin, the production, stock and brand are all controlled by him.

In 2014, Mr bin placed the distributor expansion plan on the table. Up to now, there are 25.

Subsequently, Mr. Ai Shangchen, an expert analyst at New Chi Hui, made recommendations to Mr. Ai Shangchen: from quantity to quality in distribution, the styles of shops can cover more and more customers from all walks of life through differentiation, and reasonably coordinate the investment and layout of Tmall and Taobao.

In terms of sales volume, the total sales volume was 65% in July and winter, and half in the peak season.

The guerrilla warfare of the distributors seems to have been successful.

Not only that, Xia Jiafeng, senior analyst at New Chi Hui, puts forward suggestions on how to optimize search keywords: first, use time weight to make use of the time weight to optimize the grading of the shelf time of the baby (key) + the double optimization of the window recommendation; the key varieties of high sales volume are evenly distributed in the key period of high flow and high pformation; secondly, the combination headings are followed by 500 keywords that have been downloaded for nearly 7 days; then, the integrity and accuracy of the attributes of the baby categories are optimized; finally, the baby titles are regularly optimized and the effect of the key words is tracked.

As a result, as long as the search keywords "professional women's wear", almost Ai Shangchen brand.

3, flat flow generates 6 sub brands.

As the flow becomes flat, Ai Hua has made more detailed subdivision under the vertical category of professional women's clothing, and created 6 small and beautiful sub brands, corresponding to different levels of needs.

In 2014, Airsun launched two sub brands to cover high-end and low-end markets.

For example, AD is a high-end brand in Europe and America, with an average daily turnover of around 60 thousand and a price of eight hundred or nine hundred yuan per passenger. Shu Yan is trying to test the low-priced women's clothing market occupied by Guangdong.

However, as far as the current situation is concerned, the low-end market is still not optimistic.

Low end consumer groups are newly recruited job novice. If they are rich, they will not buy them again. The old customers are not sticky enough, so they need to spend a lot of money to develop new customers.

During this period, Aihua has been asking a question: will the Group buy 65% of the sales volume and will the men wear the same market?

DKV men's wear flagship store is the first step to try, but now the product is not developed by itself, instead, it is looking for specialized OEM production.

Before participating in the event, Bin Bin found Fang Jianhua, asking about how to make the minority.

The problem of chemistry.

It seems that Ai Shangchen, who runs down the wall online, may have to work hard to improve brand awareness in the future.