Nochi (N & Q), the No. 1 Retailer Brand in China's Garment Industry and the Most Successful Apparel Business Model in the Post-IT Age. Not only is fashion designer Nogh not unreasonable, as Notch is not only a commercial brand, but its own brand, N & Q, has been very successful as an emerging fashion brand; however, Noci's success is not limited to the brand's operation. So more people began to explore hidden behind the brand, including even Economic Journal reporter and researcher of the State Council Development Research Center. About Notch's articles and research articles have been appearing in well-known commercial newspapers such as China Business, China Market since 2001. In July last year, the "China Business" also published an article entitled "Channel brand stores for the garment industry class" in-depth coverage. As it stands, Noci's most powerful weapon is its ability to control the retail terminal, in a sense, the sensational brand effect is nothing more than a by-product. Perhaps one of the most effective ways to be successful is to mimic the winner. Just as the "Li Ning" pioneered the concession sales of sports apparel brands in the country more than a decade ago, the sports apparel brands that adhere to this model of "well-known athlete endorsement + franchised monopoly" are still in full swing. So further, if the mode of operation to imitate Nuoci and to be rebuilt, is it possible in the field of fashion once again become a Nuoci? This is probably the concern of domestic apparel industry. Moreover, it is said that some companies have begun planning operations, a comprehensive analysis of Nuokeqi business model, and ready to follow. However, as the old saying goes, "workers must do their thing before they can be good." Before the action, some problems are still well-studied as well: First of all, what are hidden under the Nokia brand? Second, what kind of China's garment enterprises Nuoqi mode? Nochi fashion brand revolution, will bring to the Chinese garment industry? Fashion cheap new SPA brand operating mode On the surface, the characteristics of Noci sum up: fashion, but also parity. Deep analysis, you will find it all comes from its unique mode of operation, Nuoci represented a new type of clothing SPA brand operation mode (SPA is the acronym for Specialty Retailer of Private Label Apparel, literally translated as "own brand clothing Professional retailer "). Under the banner of "parity" of the number of clothing retailers, but the most influential brand, the strongest fashion appeal is noochi. Knock's amazing success, in just seven years to become the leader in China's garment retail industry. And the nine animal husbandry, Wang, Qipai, Rimula kind of traditional clothing brand is different, Nochi indeed really genuine fashion brand. Knoch's fashion chain, even in Beijing, Shanghai, Guangzhou, first-tier cities such as first-class business can be seen, the store decoration is also decent, looks no worse than those from Europe's high-end brands. The perfect combination of four rapid reaction and parity Although rapid response and low price is the SPA brand the most commonly used means of competition, but there is no doubt, Nuoqi above SPA than other brands go further and better. "Rapid response" can be seen in the so-called "Nooch four rapid response", which is widely known as the media Knock winning magic. The "Four Fast Responses" are: Design - Hundreds of designers team introduced thousands of new models a year; Production - Products from planning to production the shortest one week; Logistics - 3 days delivery of goods to all parts of the country Any one store; goods: sell finished do not replenishment, all the goods within 3 weeks of the shop all updated. As for "parity", of course, refers to relative to the international fashion brands and even domestic clothing brands. Noci's T-shirt retail price of about 150 to 400 yuan, 200 to 800 yuan jacket, the highest suit is only between 650 to 1300 yuan. Such a price of fashion on the first-tier cities of the commercial street, no wonder customers will one after another, linger. Fast and cheap greatly speed up sales growth and cash flow of Nuoci: Before 2007, Nuoci's fund for opening stores basically came from its sales profits. Only this point, enough to make those domestic clothing company CEOs endless heart? The pursuit of more suitable for fashion brand SPA Nuoqi is not the first company to use SPA mode. The world famous SPA brand (or business) there are many, including the more famous Spanish ZARA, the United States casual GAP, Japan's casual wear brand UNIQLO, as well as Japanese women's business HONEYS. The advantages of SPA mode come mainly from the high efficiency of its supply chain management. SPA companies tend to control everything from production to retail, in order to increase the speed of circulation and reduce operating costs. The past SPA model, UNIQLO can be said to be a representative: "less models, high-volume, non-stop goods," the traditional pipeline production methods, through a large number of single production and sale of limited varieties of good sales style to pursue economies of scale; brand positioning is not Emphasize fashion, is basically the middle and low basic leisure style. This SPA mode, more and more diverse consumer demand, personalized today, has gradually declining. Nuoqi SPA mode is the first position of the brand closely follow the trend, and then is the "super style, a small batch of small" continuous production. Under this mode of production, each of its new products spread to each retail store up to one or twenty until it is sold out without replenishment. Instead, new and better models are introduced immediately. This mode of operation, not only to meet the consumer's fashion, personalized fashion consumer demand, but also greatly reduce the financial input and inventory risks. So, Nuoci SPA mode, more suitable for the development of fashion brands. Where is the essence of SPA? Noci's boss said his success story is "always clutching the factory, holding customers with one hand, helping each other as much as possible, and keeping an eye on your product until it's sold." This is what's called a supply Chain management thinking. In Noci's view, supply chain management is not a concept of deep and useless, but an essential tool for maintaining its operating system under the high-speed operation of SPA mode. First of all, "clutching the factory." Even if all are SPA brands, their supply chain can withstand the intensity of the operation of the business. Japan's UNIQLO itself does not have a factory and its production can only be entrusted to apparel processing enterprises in China and other places. Although various measures such as stationing commissioners' guidance have been adopted to strengthen supply chain management, UNIQLO's products in 2002 and 2003 are still There have been several major quality problems. Nokia's supply chain is strong enough. One of the reasons, of course, is that Knoch itself owns a large-scale industrial park with a scale of over 100,000 square meters in Lichuan, Jiangxi. The park integrates various suppliers, and Knoch realizes the control over these suppliers through controlling and equity participation. Thus the quality of the goods can be fully grasp. Followed by "holding the customer." To put it simply is to meet the needs of customers as the goal, and then is the design mode of operation, creating brands and the like. This point, Nuoci's corporate mission embodied most vividly, "to provide customers with value for money fashion," behind this mission, contains the consensus - to attract customers to pay for the purchase of Nuoci's product itself , Not Nokia brand. Ye Hao brand, model worth mentioning, without customer support everything is sudden.
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