Wind Rises 2005

Chapter 71

It is normal for Yan Bing and others to be confused, after all, they have never been in contact with this field.

The model of the domestic garment industry is still in a state of very extensive development, and they all tend to be contracted by large factories.

Few people understand the SPA flexible supply chain model proposed by clothing giants such as ZARA, GAP and Uniqlo, and there is no supporting support from related real estate industries.

After all, the SPA flexible supply chain has only just been operated by the giants for a short time, and it has not yet reached its peak and mature stage.

The Internet in China has only started a few years ago, and there is a lot of gossip information on the Internet, but there is actually very little professional information.

In particular, it is impossible to easily search for the analysis and research related content of subdivided industries.

It's not like the mobile Internet era more than ten years later. Not only are there a lot of business case studies, but even the family history of some bigwigs has been stripped away.

Articles and short video content are flying all over the sky, and information is at your fingertips.

So for Yan Bing, starting the fast fashion model in China at this time is actually equivalent to the first person to eat crabs. The difficulty is not ordinary, and the key is not knowing how to operate it.

"Mr. Ma, how should fast fashion be played?" Meng Fei humbly asked for advice.

Yan Bing also looked at Ma Liang expectantly, hoping to hear surprises from his mouth.

At the beginning, she thought it was very simple, but when she started to operate it, she realized that fast fashion was not as easy as she thought.

Not only is it much more difficult than being an independent designer brand, it is even several times more difficult than traditional casual brands, and it is not something they can handle as a small company.

But Yan Bing is not reconciled, she must fight hard, and must not allow this time to fail again.

Ma Liang paused, and patiently explained: "In fact, the core of fast fashion lies in the model of testing and [quick return of small orders].

The so-called test model is to produce small batches first, and quickly launch the market to test whether consumers accept this product.If you do not accept it, it will not be released in the future; if you accept it as a popular product, you will immediately organize return order production, referred to as [Small Order Quick Return].

This is a systematic project, which requires the different departments of the company to communicate with each other and cooperate tacitly to complete it.

The buyer team, design team, supply chain team, product team, and marketing team must not only perform their duties, but also cooperate with each other and operate at high speed to create the ultimate fast fashion model. "

Ma Liang is also learning and selling now, these are what he saw from the official account articles in his previous life.

"Mr. Ma, the key is where to start. Our small company has only a small team, so we don't have the strength?" Meng Fei asked with a headache.

Yan Bing also hurriedly urged: "Don't let it go, there is only a flagship store right now, so why don't you just say how to start?"

"Send all the team out, everyone dispatched at the same time, taking advantage of the month of renovation, to go directly to the suppliers and cooperative factories.

Don't be too brainy, you have to place an order for all styles and produce them yourself. There are definitely some backlogs on the manufacturer's side that are also top-notch products.

Most of the styles are selected from their backlog, so that the cost can be kept extremely low.

Then talk to the factory about the development and production of new models, and they must be persuaded to accept the cooperation model of [small orders and quick returns], which must be adjusted in advance.

The more factories you tune, the more power you can mobilize back,

I suggest spreading out the orders for next spring and summer in advance, just to test the sincerity and strength of suppliers and factories.

Use the double temptation of helping them clear inventory and produce new orders to attract manufacturers to take the bait.

In this way, the first store can pass this autumn and winter, prepare for next spring and summer in advance, and [Small Order Quick Return] can also be matured.

The only difficulty is to expand the team immediately, and at the same time, all personnel must operate efficiently and communicate at any time.

Everyone can't take it lightly for a moment until this model runs through.

After one or two years of accumulation, we will finally achieve complete control over the product and supply chain.

Although this step is difficult, it must be achieved through hard work, otherwise there will be no talk of fast fashion. "Ma Liang explained it unhurriedly.

This method of operation is also seen in the official account article.

At that time, the author analyzed the development cases of two domestic fast fashion brands, one is the physical retail fast fashion brand UR, and the other is the Internet fast fashion platform SHEIN.

The platform has become bigger and resources have been fully utilized, and everyone knows how to do it.

The key is how to break the game at the beginning, which comes first, the chicken or the egg. Many people are generally at a loss when faced with this problem.

"Using other people's backlog of inventory, OEM? Is this possible? If it is exposed, wouldn't it smash the [MiMo] signboard?

And with this dark history, it will also affect the reputation of Mr. Yan's personal designer brand [YAN]. "Meng Fei said very worriedly.

Ma Liang scolded angrily: "Why not? How would consumers know if you didn't tell me?
Are there still few OEMs in the clothing industry these days?What we do is just a transitional means at the beginning, and it is not for you to do this for a long time.

By revitalizing the backlog of the manufacturer's inventory, the new store will not only have 1000 styles, but 5000 styles will be fine, and we can choose as we please.

It instantly meets the needs of more models, less quantity, and faster updates. Is there anything better than this?

If you don’t use this method to transition, how can you train a strong fast fashion brand executive team? Is it just relying on people in the conference room? "

If you want to ask which profession is best at exploiting loopholes, lawyers must be one of them.

There is no psychological burden to use all kinds of crooked methods and small means, so Ma Liang can't be as entangled with the fake OEM as they are.

Purchasing inventory and OEM is difficult for others to do, but Yan Bing's rich woman is rich and has no difficulty in operation.

As long as this method is used to overcome the difficult initial stage, as more and more stores are opened, it will gradually form a clamping effect on the supply chain, and those manufacturers have to obey her in order to make money.

As for whether consumers will find out, what if the news leaks have a black history? Is it important?

As long as the product is cheap enough, consumers don't care about that.

Even if you get exposed, it’s okay, as long as you get through the difficult period of the previous year or two, and when the brand grows, who will remember your dark history back then.

ZARA is also exposed to plagiarism all day long, does it prevent the boss from becoming the richest man in the world?

Obviously not!

Besides, there is a thin line between OEM and OEM.

If exclusive OEM can be achieved, it will be no different from independent design and production for consumers, let alone OEM.

So in Ma Liang's concept, it would be silly not to use this method with successful cases.

This method is not what he thought of, but it comes from the fortune legends of the bosses of two domestic fast fashion giants, UR and SHEIN.

The bosses succeeded, and this kind of black material must not be seen on the official website of other companies.

But the national gossip technology is too strong, how can the basic operations of the bigwigs when they start a brand be hidden.

In the case of a serious shortage of team, industry support and related resources, [MiMo], a fast fashion brand, has to learn from other big bosses if it wants to break through the initial difficulties.

The people in the conference room were all dumbfounded, and the employees who can follow Yan Bing as an independent designer brand are relatively innocent.

We are all people with dreams and pursuits. How have we ever seen a brand consultant like Ma Liang who plays cards out of common sense and teaches them to cheat in public.

Everyone had the same thought in their minds, the industry expert invited by Mr. Yan is not a liar, right?

At first glance, there is no hair on the mouth, and the work is not firm. How can anyone teach people to deceive consumers?
There was a lot of discussion in the conference room for a while. While discussing the feasibility, everyone secretly glanced at Ma Liang, the "big fool consultant" from the corner of his eye from time to time.

Yan Bing also fell into deep contemplation, her heart was constantly struggling.

After all, the method Ma Liang said completely challenged her previous cognition and values, making it difficult for her to accept it for a while.

　I was suddenly told that it was on the shelves, coded all night, and updated every day!
　　Let’s post so much first, let’s continue when I wake up!

　　thanks for your support!
　　
　
(End of this chapter)