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Wen Zhijun: Shopping Center Incremental Help Fast Fashion Counter Attack

2014/6/24 13:07:00 43

Wen Zhijun Shopping Center Fast Fashion.

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The wave of fast fashion brands such as P, ZARA and H&M has swept across the country, which has led many fashion brands to follow suit.

Wen Zhijun said that although many enterprises claim to be fast fashion, they never grasp the essence.

ZARA set up this model in 1975. Li Mingguang, founder of UR, was inspired by ZARA mode. In 2006, he founded the brand and invited French team cooperation to start UR's fast fashion creation.

to talk about the quintessence of fast fashion, Wen Zhijun said that from the perspective of appearance, fast fashion is characterized by large shops, rich styles, beautifully decorated products and fashionable avant-garde products.

however, this appearance is very demanding for < a href= "//www.sjfzxm.com/news/index_c.asp" > supply chain < /a >.

Wen Zhijun said that at present, few brands in China can make such a feeling.

In fact, in the past eight years, UR has been working very hard.

Fast fashion pays more attention to the amount of money. But at the beginning, the number of UR shops is limited, and the number of clothes can not be done too much, up to dozens of pieces.

At a time when shops are scarce, the cost is very high, but it is difficult to balance the retail price competitiveness.

Less than seven or eight years ago, almost all clothing brands emphasized light assets, and all production was outsourced, only for design and brand operation, so p grew rapidly.

However, after the growth of the number of shops, Wen Zhijun said that UR began to consider self built small factories, on the one hand, to reduce costs, on the other hand, to ensure smooth and efficient organization of the entire supply chain.

now, < a href= "//www.sjfzxm.com/news/index_c.asp" > UR < /a > on the basis of self built factory, we also cooperate with dozens of small factories.

Wen Zhijun said that the two most important processes of cutting and edition are brand's own factories, and sewing is outsourced.

After the garment is finished, go back to do quality inspection and distribution.

In Wen Zhijun's view, although there is no light assets in general clothing brand on the road, but with its own factory, it can react quickly and update rapidly, but becomes brand competitiveness.

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for UR, this year will be a year of high speed expansion. The number of shops will be the total number of shops opened in the past eight years.

Wen Zhijun said that in the next 3-4 years, UR will double its store number by 10 times.

Wen Zhijun did not think that this was an irrational behavior for the expansion of counter trend.

In his view, as long as brands are guaranteed to store in the first three cities of each province, the number of stores will soon exceed 300.

Wen Zhijun said that from the perspective of the development rules of clothing chain brands, each brand will have several years of high-speed expansion period, during which the sales scale and number of stores will be doubled.

At present, UR is well prepared for the supply chain, design style, store image and personnel control, and has the ability of rapid expansion.

despite the generally rising cost of rents and human resources, Wen Zhijun said that for the upward developing enterprises, this is the least need to be considered, and the rental cost of UR has declined every year.

"Shopping centers are built more and more, but when the environment is slowing down, there are not many retail brands that dare to shop on a large scale.

This inversion of supply and demand has given us a good choice of shopping malls, good places and opportunities for low rent entry.

to talk about the uniqueness of UR, Wen Zhijun said that UR has four characteristics: first, the large and light luxury, giving consumers comfortable shopping environment.

Two, the product is rich in style.

The three is to update quickly, every Tuesday and Friday on the new model, about two months will be able to update all 1000 products.

Four, the price is substantial. UR is always cheaper than ZARA by about 30%.

More importantly, many industry people and consumers feedback our products quality is very good.

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In the eight years of the development of UR, Wen Zhijun recalled that from exploring the fast fashion to deciding the rapid expansion this year, every link in the process of brand development is not particularly difficult, but it has to rely on many failures to find out.

Apart from accelerating the sinking of the two or three tier market in China this year, the brand will also open new markets in the Asia Pacific region and open stores to the Middle East and Southeast Asia.

Wen Zhijun said that UR's eight year precipitation learning is not only learning fast fashion brands such as ZARA and UNIQLO, but also learning a lot of things outside the line.

"Learning Watsons from products to shop display, supply chain learning Procter & Gamble."

Although P has made a lot of efforts, UR also has some foreign investment background.

Wen Zhijun said that the brand entry into the new market needs to be localized but without losing the trend, quality and unique taste. Therefore, UR hired French design manager.

At present, the product design of the brand is jointly developed by a number of famous design consultants such as France and the global buyers team.

Wen Zhijun P hopes that the management team can quickly pform the traditional thinking mode into the fast and flattening mode of the Internet to promote and promote the brand.

Wen Zhijun said that e-commerce is a good channel supplement for offline stores, and can bring differentiated, interactive and convenient shopping experience, such as offline trial online purchase, such as pre-sale.

UR hopes to create a better sense of experience for consumers through e-commerce and O2O mode, and also help UR promote fashion, fast and cost-effective.