Aldton: Building A Fast Fashion Success Model In China

In the brand dynamic Jiangsu area, a name is called.

Value identification should not be duplicated.

Faced with such amazing performance, Aston Chairman

In Alton, they have their own business schools, which function like their own "

Like all successful businesses, human factors are always the key.

This group of young people in Alston, flaunting their youth and passion, whether they are eager to compete in the training class to show their talent and experience, or even complain about their work even if they are sick, are the most beautiful moments in the sales line.

Inspired by culture, human potential is always stimulated to the greatest extent.

No wonder some people say, "Alston can learn from the outside, but the mental state of their employees is hard to duplicate."

Behind the success of the local SPA mode

With its innovative business models, advanced business philosophy and forward-looking development strategy, Alton has rapidly developed a distinctive "aldun model" in the domestic market dominated by manufacturing.

From the traditional brand agent development to the "fast" win SPA mode, alxton takes the role of industry innovator and forerunner, and takes the responsibility of industry pformation.

Many years of rich industry experience and strong development and design assurance capabilities have also made Alston's costumes keep up with the pulse of fashion. In December 2005, the new concept of "urban leisure" was launched in the same industry throughout the country. In marketing, "a small amount of money, a new day" was put forward to ensure the diversification and freshness of commodities.

Aldton is making efforts to create the first brand of leisure men's clothing in Chinese cities.

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Although it is also a franchisee system, it is much easier for them to join as an entrepreneur. Rather than joining, it is better to call it an investor.

Azton men's clothing takes a completely vertical management and operation mode. From the shop location, decoration shop, recruitment training, new shop opening, store operation, marketing planning, shop supervision, customer management to financial control and other all-round management and guidance, all franchisees are vertically managed by the headquarters. Investors only need to understand the business situation regularly, take a look at the business reports, and the rest of the work is done by the company professionals.

What are the risks? Like many investors' concerns, investors do not interfere in business. Then who pays for the mistakes? The most notable thing in the model of Alston is the commitment of franchisees to zero risks.

For example, if the franchisee invest 500 thousand, in the 5 year contract period, because of the special situation, investors will only receive 400 thousand returns, so the 100 thousand yuan will be paid by Alton company.

Aldun guarantees that the franchisee will have the lowest total investment after the expiration of the contract.

Since joining the development, it has not yet closed a store, and has been developing steadily.

This model is too tempting for the franchisees to be relaxed and secure, but for Alton enterprises, the responsibility is self-evident.

Gong said: "we are not worried about the development of the franchisees at the moment. Some well-known domestic venture capitalists are actively seeking cooperation. We are considering whether to cooperate with them.

Apart from capital, we value more about how much assistance they can bring to us in management, capital operation and other aspects.

The implication is that Alston has already set his sights on the far reaching goal.

In terms of inventory management, aldton adopts the principle of seasonal merchandise ordering and sub wavelength shipment, and realizes real-time commodity monitoring and allocation through network technology, thus controlling the inventory risk of goods to the greatest degree.

In addition, aldun also implements a "membership" sales system to control the terminal, and stores spend more than 90% of its sales on membership consumption.

For Alton, a retailer, a small cup of hot water, a smile, a greeting of service, any minute details may affect the sales performance of the store. Therefore, in the process of "pre sale, sale, after sale", Alton also pays great attention to details, pursues perfection and the harmonious relationship with customers, so as to strive for the best service.

CHIC2011 accelerated expansion

In a piece of information from alscom, at present, Alston has rapidly built nearly 200 terminal stores in East China. At the same time, in line with the development policy of "fast, robust and standardized replication", it has continued to optimize the fashion retailing mode. It plans to exceed 1000 chain stores by 2015, and over 5000 chain stores in 2020.

This figure is indeed unbelievable.

In the face of doubt, Gong Zheng believes that some sports brands can make seven thousand or eight thousand stores, as a wider range of popular fashion casual men's clothing, absolutely capable of such a scale.

The problem is that enterprises should have a more rational mind and clear thinking in controlling the pace of development.

Gong Zheng said that at present, there are only more than 100 stores in South of Jiangsu, and the sales of each store are very good. This shows that the market can be sustained by such a dense way of opening stores.

The next step is to gradually expand sales channels across the country and occupy more market space.

Despite the confidence of the "thousand shop era" in the future, Gong Gong is very cautious at the moment. After finishing the layout of the more than 300 store's opening goals this year, he will pay attention to the rhythm of the shop opening, make a timely combing of all aspects of the company's work, avoid unnecessary mistakes, and lay a more solid foundation and support system for the next more rapid development.

Following the stunning appearance of the Jiangsu International Fashion Festival in 2010, this year is the first time that Alton went to the China International Clothing and Accessories Fair (CHIC). Is it going to be a big step for this appearance?