In the brand-name merchants settled in Changshu Texhong Garment City, 18 Ladies Square in Zhejiang, Jiangsu, Huang Yuhua agent can not but be mentioned. Huang Yuhua agent Hangzhou ladies brand 18 Ladies Square has more than 10 years, as 18 ladies Square veteran agent, has gone from the brand casual bulk, single product wholesale to join the franchisee and the entire process. Ladies Square 18 Ladies Square was born in Guangzhou in 1998, the overall style to highlight the oriental women romantic gentle, pure and sweet lady-based. Before 2006, the business of the 18th Ladies' Square was smooth and profitable, but the profit ceiling was also unavoidably crosswise. Transformation is the decision made by Chairman Huang Naiji after deliberation. To overcome difficulties to brand transformation For the agent Huang Yuhua, from bulk to wholesale stores to operate, the positive is actually obvious: to do bulk profit limited and easy to run version; and monopoly not only protect the profits, and clothing styles will Protected. However, some puzzles and puzzles are also followed. Eighteen ladies Square before the transformation, has accumulated a large number of customers, but a considerable part of the customers are conservative concept, lack of strength and were forced to give up, hard-fought market so lost most. The rest of the agents from the wholesalers to change the operation of the brand is also almost unknown, the company is completely feeling the stones across the river, lack of confidence. In addition, to do the wholesale cash is sent to cash, and operating stores, the distribution of goods to customers have a lot of accounts receivable, agents are always worried that after the transfer of money can not be recovered, but the head office due to lack of experience, there The product development, production, etc., can not keep up with brand promotion needs. Recalling those days, with painful word to describe is not an exaggeration, in the brand, agents are a severe test. Fortunately, Huang Yuhua and other agents and brands together to weather the storm. Huang Yuhua and other agents first start from the old customer transition started. In the store image, and customers actively communicate, unified decoration style, enhance the level of store decoration, create a brand image. Huang Yuhua said that once the customer saw the return after investment, will understand the original intention of the transformation. To do the wholesale and single product quantity will not be too large, delivery time is more flexible maneuver, and the store to implement quarterly delivery system, inventory problems undoubtedly become a major challenge. In response, eighteen ladies Square on the implementation of the customer's sales data rapid follow-up system, the customer daily, weekly, monthly sales data collection, classification, comparison and analysis, and then with the logistics system for customers replenishment Transfer goods. At the same time, the customer marketing training to help customers design some promotional activities, supplemented by the digestion of inventory. Strengthen the brand itself stronger After a period of hard work, a number of stores finally getting on the right track and growing, the new mode of operation of 18 Ladies Square is gradually forming. As more stores open more, more open more, 18 ladies Square brand positioning, design standards, clothing quality is also rising. In the era of wholesale and sell a single product, eighteen Ladies Square consumer group positioning is 18 to 25-year-old girl, the brand gradually mature, the positioning adjustment for 18 to 35 years old. Huang Yuhua explained, as KFC teaching children singing, dance purpose is to train future consumer groups, the reason why the eighteen ladies Square will be the target consumer extension of the age group, is the hope that the age of 30-year-old mom consumer clothing grade to the next A generation of subtle influence. After the transformation, Eighteen ladies Square has developed into a large professional brand apparel company with an area of ​​about 20,000 square meters Industrial Park, the first in the country similar women's clothing brand, started the fame. Since the economic crisis last year so that the apparel industry has gone through the ups and downs, to create a brand has become known as the road to salvation. In this regard, this road has been explored for many years of Huang Yuhua indifferent smile, said the 18 Ladies Square, "not the top 500, rather do 500 years." Huang Yuhua said that now 18 Ladies Square is brand-name direction, but the brand is not One or two years of time can be achieved, and cultivate a good manager all need 1 to 2 years, let alone the accumulation of brand culture? The so-called brand name, is not relying on a temporary marketing strategy come, customer loyalty is the ultimate measure of the brand name, if a clothing brand has always been committed to focus on the target consumers to provide first-class products, first-class service, soul and Culture will be forged over time. Huang Yuhua believes that the search for the transformation of the brand, Texhong clothing city is a good platform. In Changshu, Rainbow Garment City based on the incubation of high-end women's brand, clear and accurate pattern and positioning. Huang Yuhua Hope Ladies Square can use the Rainbow Garment City this good platform in 2010 to expand the market in Jiangsu. In the face of new territories, as was the case when the transformation was transformed, Huang Yuhua started a new round of campaign.
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