Recently, the local women's clothing brand in Hangzhou has launched the "fast fashion", the country's first 100% full return mode.

For fast fashion, it is a "best time" at the moment.

Internationally renowned "fast fashion" brands are holding a beautiful financial report, and have been roping around in Hangzhou. In the late August and early September, brands such as ZARA and Forever21 had big moves.

"Fast fashion" cake also makes many local

Brand is also salivating, eager to try.

It is easy to see that in the last 2 months, more than 10 "FIRST VIEW" women's clothing stores suddenly appeared in the streets and alleys in Hangzhou. This is the brand new brand of women's clothing of Zhejiang's impression industrial Limited by Share Ltd, which is the fast moving fashion of Europe and America.

Local women's clothing brand layout "fast fashion" looking for breakthroughs

The reporter understands, "FIRST VIEW" the whole shop design is simple and fashionable, from display to goods are very European and American fans, you can find many fashionable elements of T Taiwan.

The price is even cheaper than that of the women in the autumn, the unit price is about 200-300 yuan, and the product goes out with a manufacturer.

The whole macro-economy is not good, and the domestic garment industry is having a hard time.

"Last year, the autumn people were relatively stable and their performance was not down, but how to find a breakthrough?" said Yao Yujian, CEO of Zhejiang impression industrial Limited by Share Ltd. "Crisis is the opportunity for the industry to reshuffle, so long as the performance remains stable and no decline, there will be a chance to win."

Autumn people are very optimistic about the fast fashion in China.

Potential, at the same time, Yao Yu Jian uses soberly the strategy of "group multi brand development", through collectivization operation, to enlarge the market, reduce the cost and increase profits.

It has been revealed that since the beginning of this year, the three brands, including "FIRST VIEW", "C3" and "Fairy", have been launched, and the company has made some moves in the field of children's wear.

Competing with international fast fashion brands

It is understood that there are 2 kinds of fast fashion brands in China: one is the fast fashion of Japanese sweet lines, the other is purely ZARA mode, and "FIRST VIEW" has found an intermediate route.

The design is simple but not simple, with a sense of design and image internationalization. The positioning is based on the concept of "real wear, easy to ride, fashion, low price". Starting from the dress requirements of Asian women, it strives to provide simple, easy and fast fashion products for Oriental women aged 18 to 45 years old.

Yao Yujian said that when competing with international fast fashion brands, the best way to break through is to compete in differentiation.

Take sales channels as an example. ZARA and H&M are mainly shopping malls and shops, with an area of mostly 1000 square meters. "FIRST VIEW" is mainly dominated by commercial street shops in the first or two categories, with an area of 200-300 square meters, and it will sink to the shopping mall of three line cities.

Create a "full return" agent mode to solve inventory problems

It sounds a bit crazy: "you sell" FIRST VIEW "women's clothing, which can not be sold, can be returned to the company, zero inventory, zero risk.

This completely subverting the traditional agent mode of the industry has aroused the concern of the whole industry.

In addition, because of the traditional ordering mode, there will inevitably be large inventories, so Yao Yujian has come up with a completely new pattern -- using VMI mode to solve this problem.

The so-called VMI mode is managed by the company, controlled by the company, and managed by the company.

Yao Yujian disclosed that the VMI mode has been experimented for 3 years in the company's self operated system before the formal launch. The effect is very obvious.

It is understood that the entire VMI model needs to be implemented by software, which includes complex calculations, including many advanced supply chains.

The principle and practical adjustment are not ordinary enterprises can "learn" arbitrarily.

Autumn people dare to start the "full return" mode, because it has the bottom line.

Yao Yujian used the advanced supply chain management in the operation of the company for a long time, and began to develop VMI's supply chain mode 4 or 5 years ago.