What Efforts Will Be Made After The "Quick" Is Not Broken?

According to the world clothing shoes and hats net, "fast" has always been

,

Represented

Brand winning magic.

Under the support of efficient supply chain system, these fast fashion brands are responding to the demand of consumers for timeliness and freshness at a crazy pace of development.

Fast-paced market competition requires enterprises to constantly introduce new ideas, so speed has become an important competitive factor.

Who can perceive the market changes faster, and more accurately capture and grasp the needs of consumers, and more quickly launch marketable commodities, who will take the lead in competition.

By virtue of "high quality, creativity and low price", the world's fast fashion designer MINISO brand is the first to achieve a breakthrough in the 7 day, 21 day shop circulation, leading the fast fashion industry.

It is understood that MINISO global co founder and chief executive officer of new product, Mr. Ye Guofu, a new retail expert, has only one request for the brand from the beginning: "speed, speed and speed".

Then what efforts will the brand make after the MINISO brand is only "fast"?

First of all, MINISO products will focus on consumers and see the changes of consumers in a timely manner.

To this end, the brand employs more than 200 first-line professional buyers, scanning the global market at all times, and mastering the dynamics and preferences of consumers.

These buyers are mainly young women, and their other identities are consumers.

Such dual identities make it easier for them to explore new products from consumers' perspective and create more new products that consumers like.

Photo caption: MINISO products are quickly swept across the globe with products of high quality, creativity and low price.

Next, the problem of testing brand speed is product distribution.

How much to send and how to deliver will have an important impact on product sales.

In order to speed up, MINISO name creates good products to create an accelerator.

It is understood that this accelerator is a complete set of information system built by the brand at about 30000000 yuan.

It directly determines whether the system can be quickly organized, whether each department can run quickly, and whether the brand can quickly open shop.

Relying on the data analysis provided by this information system, the brand side can "suit the remedy to the case" and formulate a targeted business strategy.

For example, through the sales data of the store, the brand side can understand the consumption level of the business district and what goods the consumers favor, thereby distributing the products that are more suitable for the business circle to the store, thus generating more sales opportunities and increasing brand sales.

According to the information system, MINISO creates the best product to solve the problem of "how much to send". What is the best way to send it? Generally speaking, the traditional supply chain relationship is that the producers, distributors and retailers perform their duties. The products from the factory to the shop have to go through numerous passes.

There are too many pfer links, and the resulting impact is not only the lengthening of products to stores, but also the high cost of logistics, resulting in higher prices of products, and ultimately consumers can only act as "big heads" for paying the bill.

As Mr. Ye Guofu said, "the biggest brand competitiveness is the distance between the product and the store."

Therefore, in view of the problem of the high price to the ridiculous product caused by the traditional circulation of the retail sector, the MINISO brand is being invested in huge amounts of money.

The brand has built its own distribution center and warehousing and logistics system, so as to achieve factory direct shop.

At present, the brand has eight warehouses in the whole country.

The supplier will send the products to the designated warehouse as required, and then the brand will distribute the products to the stores through independent logistics companies.

This created a brand new myth of 7 days and 21 days of whole shop circulation.

Although many brands in the market are competing to imitate MINISO products, these brands only imitate their surface and can not imitate their connotation.

What the outside world may see is a MINISO product that has been expanding rapidly in the world, but it can not see its core capability of rapid growth, and even ignores its efforts to acquire this capability.

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