Alas: aggregation of Planning effects. mm a small jewelry most of the transaction amount is less than 10 yuan, and is dominated by many individuals who do business with, but the brand is also extremely missing. a company called this situation, it is through the channels, a large number of small advantages of polymer consumption, achieving annual sales of 8 billion yuan of performance, and is actively trying to become the Spokesman of urban fashion brand.
Alas, founder of the first by Ye Guofu ID project won the first pass of gold, after the completion of the accumulation of capital was originally,UGG boots clearance, he running the streets all over the country looking for new space for development. In a time when his wife purchased a birthday present, Ye Guofu surprised to find a small jewelry street vendors where sales opportunities, so a pedestrian street in Guangzhou, opened their first direct sales stores. Yeguo Fu consumer groups it locked in the Guangdong area of foreign migrant women, their monthly income below 2,000 yuan, from all relative remote urban or rural, but they urgently need to integrate into the local city life. into the city life is the easiest way to change in terms of dress, but because of limited income, they can not afford gold and silver jewelry brand to industry needs cheaper copies. In the initial stage of development Alas, low price becomes the primary means of competition in the first few mm in the Guide do not even have a single name, but inside almost all the small jewelry prices 10 yuan, and every day the name of will target customers in the As the number of models, new, and cheap, the first of several stores Alas business is very good, however, but only by a few store's operations, its profit growth is still very limited. It is clear that Ye Guofu not satisfied with the immediate success, he eagerly hopes to model innovation will be more scattered in small roadside stalls of aggregating consumption.
Ye Guofu well aware, small jewelry industry is no clear seasonal and regional differentiation, as long as the product line of rich, there will be vitality,UGG boots cheap, winning the field-scale competition into the channel for the king.
in this small consumer market, aggregate consumption, meaning scale, It also means to be healthy and high-speed distribution channels to expand. that guarantee the efficiency of single store operators based on store expansion.
order to achieve rapid expansion, Oops choose the form of franchising, trying to Construction of channel edge aggregation market, a large number of small consumers, and establish their own channel brand. to achieve the franchise, Oops the first problem to be solved is the protection of a unified single shop image and healthy development.
In order to develop a unified image of the store, but also to meet the target consumer group, Oops VI invited a professional design company, and will be a unified name for the bright pink tone is the main image in the store into a unified and enthusiastic and Naoteng Hari, a sense of Kazakhstan Korea, and the configuration of the music enough to dazzle.
selection in the stores, but also developed a set of Alas standardized evaluation system. In the first stage, most choose Alas stores in the urban fringe areas, university campus gathering area, commercial walking street, these women often appear in the customer area. With the deepening of market research, Oops found relative to the urban fringe area, University City, commercial pedestrian street address is more suitable for them, even though the former two are stable and able to maintain the shop with the operation of passenger flow, but to create a market brand advertising effectiveness, and under the demands of the former two are obviously inadequate. To this end, Oops has gradually formed a set of effective evaluation system store location. In three dimensions of this system are: store door must be within 3 meters wide; store available must be greater than 30 square meters floor area; must protect each store on average 60 people per minute traffic.
joined in the established form, the Oops rapid access to its channels, the apparent size advantage. In 2005, Alas the total number of its Direct and nearly 120 stores, more than 900 million back to the amount of tall; and three years later, these two figures have become more than 1,800 and 240 million yuan.
Oops subversion jewelry industry,bailey UGG boots, the traditional business model, crushed street vendors in the dirty, chaotic, and poor, the ten-dollar stores transformed into chain stores. But the other side of success, Oops many business models have become the object of capital to follow suit. form channels through the franchising mode of expansion has laid a successful first step Alas, in fact, this is a very easy business model to be imitated.
how the size of the existing channels based on the strengths and building up is not mimic the core competitiveness of competitors to become the face Alas top priority. Alas for the understanding of core competence, the channel size of the brand over the competition. At present, Oops opened stores still maintain high-speed , add two stores per day, and hope in the next 10 years, opened ten thousand stores in the country. In this regard, Ye Guofu understanding that the store is the brand, he still adhere to the channel construction is a small jewelry industry's core competitiveness power lies. of course different from the past, Oops has been the primary competitors to be considered no longer scattered throughout the small vendors in the market, but not backward imitators, but the clothing business.
Ye Guofu that jewelry industry is still not recognized by the mainstream market,Discount UGG boots, will create a real Alas fashion labels, fashion brands, have access to mainstream resources of commercial stores. In the present mall, commercial walking street, the clothing store business occupies the primary resources, choice for many entrepreneurs is the commercial project, Oops want to change the traditional view, hoping to compete with better clothing sales stores resources, and hopes to attract more entrepreneurs to sell jewelry Alas being.
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