“Chinese-style SPA” adopts RFID electronic label technology to ensure efficient logistics
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In recent years, SPA (business model of professional retailer of private label clothing) represented by Spain’s ZARA and Sweden’s H&M have created miracles in the clothing industry by virtue of “parity” and “fast fashion”. Especially after these international brands entered China, in order to cope with competition and challenges, many domestic apparel companies have learned from their successful experience and tried to find a SPA model suitable for their own business development. So how can the SPA model be transformed into Chinese localized packaging? How should Chinese companies seek advantages and avoid disadvantages in the process of learning and borrowing?
“Fast” to build a complete industrial chain
SPA is a vertically integrated sales form that integrates product planning, manufacturing, and retail. It can effectively connect customers and enterprises. The success of ZARA and H&M lies in that they have become a shortcut for urban women to transform into fashionistas through the SPA model with the label of “fast fashion”, which also makes “cheap” no longer a fashion taboo. Among domestic enterprises, urban beauties who have successfully completed the upgrade and transformation of their enterprises have learned such successful experience to make the “luxury” endorsed by the big star Lin Chiling, which is versatile, colorful, fashionable, cost-effective, and within reach. Behind the rapid increase in the popularity of the “Fast Fashion” brand of Urban Beauty, a complete and rapid response SPA model industrial chain is indispensable.
As the “end” of the entire industry chain, the designers of Metro Beauty will conduct in-depth market research, and then combine the research results with fashion awareness, so that the design can not only meet the product positioning of the entire company, but also capture the most popular and popular products in the market. The most fashionable trend element. Even if you have a good design, Metro Beauty will not produce a large number of products at once, but first use the products to open the market, and then monitor the market response to replenish or adjust in time. This has very high requirements for the speed of production, logistics, and distribution plans. For this reason, City Beauty spent tens of millions of dollars to introduce the WMS system for automatic sorting of goods, using RFID radio frequency electronic tags, to realize the standardization and automation of the sorting process of goods out of the warehouse. And information tracking is real-time, which reduces the rate of manual errors and labor costs, while ensuring the smooth and efficient logistics.
It is particularly worth mentioning that in May this year, the modern logistics center of the northern warehouse in Tianjin was put into use. As the northern economic center, Tianjin has greatly eased the logistics pressure of Dongguan’s urban beauty in the northern market and ensured the availability of products in the northern region. Fast supply. It has laid a strong foundation for the urban beauty to quickly seize the market and realize the “Ten Thousand Stores Plan” in the next five years.
Achieve “Chinese-style SPA” in a unique way
“Chinese-style SPA” is a SPA model with Chinese characteristics that was brewed and grown in this special environment and huge market in China. Whether it is Me&City, a brand under Smith Barney, which is known for its super-large stores, or a successful transformation of urban beauty, the success of its “Chinese-style SPA” model lies in its balance between the beginning and the end. In addition to rapid design and development in response to the needs of consumers, Metro Beauty is also one of its core advantages as a unique terminal store at the “tail” of “fast fashion”.
From store location selection to window design, furniture placement, and store decoration, the headquarters’ professional team is planned to ensure a unified brand image. At the same time, it spends a lot of money to improve the global visual management system to achieve information on store operation data, weather conditions, and product display. The real-time monitoring and feedback also allows the store to focus on customers and sales. In the city beauty store, each shopping guide will go through professional knowledge training before taking up his post. With a youthful, enthusiastic, energetic image and an understanding of the latest style design concepts, each customer who enters the store will provide professional services.
Understanding, respecting and restoring customer needs throughout the operation of Metro Beauty is the essence of Metro Beauty SPA model. Quick response mechanism, excellent design team that grasps the soul of fashion, fast industrial chain integrating manufacturing, distribution and sales, high-tech management control system, effective price strategy, and perfect terminal construction have jointly created the label of obvious urban beauty. “Chinese-style SPA” model. It is precisely this unique “Chinese-style SPA” model that makes the urban beauty underwear brand rise rapidly and become the industry’s vane.
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