With a new model and philosophy, in one fell swoop as China's "fast fashion" leading brand Nuoqi, Ding Hui into the "top 100 list of Fujian," the tickets. Home from home every day can see, often take a leisure walk will go into the stroll, clothing changes or lack of appropriate clothing will immediately think of this store, we usually think it is not far from the district convenience supermarket? And many Nochi member customers will tell you that this is their downstairs Nochi stores, is their fashion consultant and dressed friends! Usually change a trouser waistline, sit in the shop after a meal to sit chatting, festivals and each other to send food gifts, customer and customer service relationship between Nochi in these similar neighborhoods continue to grow deep, and promise Odd scale also with the customer's love and trust gradually expanded. These two years, Nuochi fashion stores have covered more than 20 provinces and cities, both in Shanghai, Beijing, the first-tier cities to see, but also sought after in the third and fourth tier cities. As the scale continues to expand, Nochi members across the river north and south, it is learned that the current number of nearly one million. This is mainly in the footwear manufacturing, brand Quanzhou another way to develop its own retail apparel and the sudden emergence of the "fast fashion" brand, as if already in the Chinese apparel market to blaze sieges, flaunt a piece of their own world. Rely on the parity strategy to make the sudden emergence of retail parity, the general public, to provide customers with value for money fashion, this is the hands of Nochi Ding Hui brand in the early establishment of the business philosophy. Born in the early 70s of last century Ding Hui, 40, was born in the early but with the rapid development of Nochi and broad prospects for development, as well as outstanding contributions to charity, selected "2012 Fujian Top 100 list (list) With many merchants Gangster attend shoulder to shoulder, ranked 76th. This also contains seven wolves, nine animal husbandry Wang, Lee Lang, Rimula and other well-known min school men's brand. As a newcomer in the list, how does Knoc, the light-asset and resource-saving clothing retailer brand, rapidly emerge in the short span of ten years? Eighties and nineties of last century, is to catch up with the rise of Quanzhou economy. Ding Hui was also less than 20 years old at that time, saw many of the students and friends around the company opened a factory, he also made money with his family began to produce clothing. The Asian financial crisis of 1997 affected Dinghui's fashion factory to a certain extent. With years of rich experience in the market as well as in-depth understanding of the dynamics of the apparel retail industry, Ding Hui has started to transform itself into a retail business. In his hometown, Jin Jiang, Chen Huan has set up a modest clothing store that mainly deals in men's clothing of various brands. "At that time, apparel sales to everyone a feeling of huge profits, many people think that doing a good fashion make, sell one hundred two or three hundred." Ding Hui sensitive consumer awareness of this concept, he believes that this is a Opportunity, since consumers do not agree with the huge profits, then to enter the market as a parity, it may be in a favorable competitive situation. To control costs, Ding Hui's fashion house did not "get together" Jinjiang downtown prime locations, but in the Chen Xun's road side opened a shop of more than 70 square meters, and named "Noci Fashion line ", began the introduction of" cheap fashion "concept. "Although the point is small and apparel parity, but down a year can sell millions of sales." In 2001, Jinyang Qingyang store opened, Nuochi officially "Knoc Fashion Chain" into the market, began a promise Odd brand in the rapid development of the national market. Two perfect transition to lay a distinctive business model Each successful brand, are constantly evolving in the gradual transformation of the development and transformation. "There is no sunset industry, only those who do not understand the changes." Ding believes that "selecting and refining a set of business models that meet market and self-development and possess core competitive advantages is very important for the development of an enterprise." "For Knoch, this change is particularly prominent. The 1997 Asian financial turmoil caused Ding Hui's fashion factory to be affected at the same time. At the same time, he also deeply felt that the products produced are no different and the prices are more affordable. If there is not a sales channel, the enterprises are always relatively passive status. "In that crisis, we voluntarily were eliminated and a new way out was chosen," said Ding Hui. This is the way Knoch began a long road to retail apparel. Jinyang Qingyang Branch opened in 2001; in 2003, Fuzhou, Xiamen, Huian and other stores have been opened; in 2006, the regional market in Fujian Province gradually improved, Nokia store basically covered Fujian; then, Noci began substantial expansion of the province Outside the market, Anhui, Guangdong, Jiangxi, Zhejiang, Hunan, Shanghai, Henan, Shandong ... Nochi territory coverage in China is more and more widely. While steadily expanding, Nuoci continues to explore ways for its own development. Since 2007, Nuoqi has gradually established the SPA business model and become the forerunner and typical representative of the domestic SPA mode. "From the very beginning, our position was different from other domestic apparel brands. At that time, Nuoci was a multi-brand apparel retailer selling clothes from various wholesale markets or wholesale apparel brands. Since 2007 At the beginning of the year, Knoch began selling its own brand of clothing, and gradually formed from the planning of goods to design, production and sales of integrated control management model is SPA mode. "Ding Hui explained. As the forerunner of the domestic SPA mode, the success of Nuoci owes much to the timely improvement and innovation combined with the needs of the Chinese market and the national conditions. "Membership is the biggest breakthrough and highlights." Ding Hui said, "Today's era is a consumer-oriented era, rather than a purely marketing era.Nooch is through its unique direct management channels to control end-consumers , By way of membership management, fostering batch after batch of loyal customer base, and at the same time creating a group of brand advocates to enhance the visibility and reputation of their channel brand. "It is by virtue of this brand new model and Concept, Nuoqi began to lead the Chinese clothing retail industry, mainly in the garment manufacturing, clothing brand everywhere Quanzhou sudden emergence, to achieve customer demand-oriented supply of goods model, reducing the risk of commodity development and supply of Chinese clothing Industrial upgrading has played a leading and demonstration effect. In one fell swoop as the domestic "fast fashion" leading brand Noci, Ding Hui into the "Top 100 list of Fujian," the tickets. Strive to become China's leading brand of apparel retail In the fashion apparel industry, the implementation of "fast fashion" strategy ZARA is undoubtedly to meet the consumer demand-oriented success model. From the beginning of the first Noci store opened, we can see its unique business model, under the teacher from ZARA, UNIQLO and other international "fast fashion" brand process, Nuoci gradually realized the "fast and accurate , Low cost ", and striving to become China's leading brand of apparel retail to create its own characteristics. "We innovatively use the SPA model, on the basis of the implementation of information-based supply chain management, real-time sharing of terminal information through the system management, effectively improve the entire supply chain to respond quickly to the market.Noqi currently from the product design To shelves, the fastest only takes 3 weeks. "Ding Hui explained. We can see many brands are doing "membership", but only stay in the customer into the store discounts. Knoch is more in-depth use of membership information, membership database marketing, members of the basic information, each of the consumer data and consumer behavior conducted in-depth analysis and mining, accurate grasp of the members of the commodity needs and as a Based on the product planning, design, production and supply, to achieve customer demand-oriented supply of goods model, but also reduces the risk of product development. It is understood that this unique feature of "membership database marketing" has also been the case of Northwestern University into the EMBA textbooks, but also selected "Harvard case library." Noci "member database marketing" by the United States Northwest University as a case into the EMBA teaching materials (right to Ding Hui) and Noci on the channel strictly control, direct sales and joining more development model, the establishment of sub-positions in the national market, convenient Warehousing and logistics, thus reducing the operating costs in this area. On the other hand, with the membership information, Knock directly using all kinds of low-cost marketing tools such as Web site, e-mail, SMS, mobile newspaper for all members of the precise marketing, significantly reduce advertising costs and more effective, but also achieved Effective cost control. So while Nuoci's clothing is stylish, it offers consumers a relatively low price. Increasingly personalized in the consumer, the pursuit of fashion in today's era, relatively parity, rapid updates, keeping up with the fashion of goods, can make consumers rush? This model of consumer demand-oriented, no doubt able to respond well to the voice of members of customers, making it a loyal brand followers. Have to say, Ding Hui well versed in the retail apparel, and "fight as the leading Chinese apparel retail brand," but also be set as its goal. Although China is a big garment country, it is mainly a traditional garment manufacturer based on "OEM". We know that garment processing is the lowest profit part of the apparel industry chain. Therefore, the garment industry in China today is a period of transition from manufacturing to the market. It is dominated by the low value-added manufacturing in the past and has now grown toward the retail terminal Value-added changes, control of channel management, supply chain rapid response, goods and services, apparel retailers is undoubtedly the most powerful pioneer force, representing the garment industry's future trends. Apparel industry researchers said the clothing retailer represented by Knoch, the effective control of the direction of the apparel market, in line with market trends, will be able to become a new benchmark for the development of the apparel market.