“Non-mainstream” formats in clothing business
According to research, the term “non-mainstream” originated from the punk culture of the 1970s. It belongs to post-modern nihilism. It uses strange costumes with strong visual impact to express emotions such as anger, destruction, and death. It is popular among rock musicians and among enthusiasts. Post-culture generally refers to various cultural values outside the mainstream, which may be relatively advanced or lagging, rational or extreme. The characteristic is that relatively few people pursue such values.
In the clothing business format, there is a group of “non-mainstream” activists who are unconventional and brave in exploration. They are different from traditional formats such as department stores and chain franchises. Their target customers are accurate and narrow, and thus they are unique in geographical location and product quality. Categories, sales services and other aspects are “tailor-made” for target customers.
This issue of observation lists the best among them, perhaps they represent the “non-mainstream” differentiated alternative excitement.
“Beijing Strategy” a multicultural feast
For the apparel industry, which has always advocated channel innovation, the “Beijing Strategy” is a useful exploration.
“Beijing Strategy” is located on the 5th to 7th floors of Warwick Building in Xidan Business District, Beijing, and consists of a comprehensive hall, a taste hall, and a personality hall. It is mainly aimed at more mature consumers, mainly white-collar workers or more mature fashion groups, and provides more diversified choices for young people who pursue fashion.
“Beijing Guide” integrates cultures from many countries. There are Indian-style jewelry, Thai silk clothing from Thailand, Pakistani handicrafts, French fashion accessories, as well as embroidery and batik from my country’s Bai ethnic group. Tibetan crafts and accessories… It is under the impact of this multiple culture that “Beijing Strategy” seems like a kaleidoscope. No matter which angle you look at, you will find a fresh side and you will find what you want. Your own fashion.
Not only that, “Beijing Strategy” is also well versed in the purchasing criteria of young fashionistas in the Xidan business district, and strictly selects clothing brands, paying special attention to quality, and strictly reviews the workmanship, fabrics, and after-sales services of clothing.
In addition, there are also strict requirements for store decoration Beijing strategy. Good products are certainly an important factor in business success, but decoration with a strong style and personality can play a more important role. This is also the reason why the “Beijing Strategy” business philosophy is different from others. He will discuss with the operators based on the clothing style to achieve both elegance and practicality.
In order to avoid homogeneous competition, Beijing Raiders has also set its sights on Asian fashion designers. Its smooth design style, tailoring that fits the Asian figure, color matching and fabric selection all reflect the designer’s unique design philosophy. However, most design works cannot go to the international stage due to various reasons. Beijing Guide provides these outstanding designers with a ladder to the door of their dreams.
The unexplored virgin land of the “Tianlantian” industrial chain
If the success of “Beijing Strategy” lies in accurately grasping the needs of consumer groups, then the success of Tianlantian GoGo’s off-stock clothing professional market comes from the utilization of resources at the end of the clothing industry chain.
Tianlantian GoGo Tail-goods Clothing Professional Market officially opened on December 30, 2006 at Lize Bridge on the West Third Ring Road, becoming the first professional Tail-goods clothing market in Beijing.
Tail goods refer to the surplus products that appear in clothing companies’ order production, wholesale, retail, export, agency and other channels.
“Tail” goods are not “fake” goods, nor are they shoddy and defective goods, nor are they fake, counterfeit, counterfeit, inferior or other foreign goods or processed goods. They are cheap and genuine goods at a low price. good product. Therefore, tail goods have certain economic value.
Tian Lantian followed the laws of economics and played the role of a daredevil in Beijing. He brought together the scattered sources and operators of tail goods and became an instant hit. This can be proved by the phenomenon that the passenger flow of “Tianlantian” on weekends has not decreased but increased during the financial crisis.
It is understood that Tian Lantian’s sales in September and October of 2008 exceeded the total sales in the first eight months of 2007. The number of people at the market reached 100,000 on one weekend in November.
While the market, operators, and consumers interact with each other, policies also pay great attention to the tail goods market. At the end of last year, the first “Technical Specifications for the Operation and Management of the tail goods market” was announced by the Ministry of Commerce and was released on July 1 this year. It will be officially implemented from 2011 to 2021, which is of great significance to standardizing the development of the tail goods market.
This specification clarifies that tail goods are a time-delayed product and must enter the market after the genuine goods market can enter the professional tail goods market. It also requires all tailed goods entering the market to implement a quality review and access system for tailed goods. In particular, it is required that tailed goods exported to domestic sales must provide an inspection report and be marked with Chinese markings.
The introduction of the regulations has strengthened the determination of tail goods managers to create a tail goods market and also stimulated the enthusiasm of investors.
Through Tian Lantian’s two years of market operation, people’s concept of tail goods has deepened, and the tail goods market has also been cultivated and explored.We have created a consumer group suitable for consuming tail goods, making tail goods no longer a new thing.
How to continue to innovate and continue success lies in front of Tian Lantian. This mainly depends on his differentiated confrontation with rising stars and the improvement of software and hardware conditions.
Some experts said that the establishment of clothing channels mostly relies on innovation, thus forming a symbiotic and win-win market structure.
But even so, looking back at the history of apparel business development, we can clearly see that most of the truly successful business models adopt new approaches, such as e-commerce.
Using an eye of discovery to find unexplored virgin land in the clothing industry chain and innovating the clothing business model may be the best way for people in the clothing industry to get rich.
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