When someone else closes the store, he accelerates the sprinting of Zheng Shi’s costumes in Zhimou’s game.

However, for Hangzhou Zhengshi Apparel, which is also in the traditional apparel industry, not only did it not slow down the pace of opening stores, but it was still accelerating the layout of the country, and the trend of expansion against the trend was fierce.

It’s no surprise that traditional clothing brands are closing stores or slowing down the pace of opening stores: In 2016, British veteran retailer Marks & Spencer announced that it would close all stores in the mainland China market; even the fast-growing giant ZARA, which has been singing all the way, has also closed its store. This month Zara is located. The Zara flagship store of the Lecheng Shopping Center in the core area of ​​Chengdu City was officially closed...

However, for Hangzhou Zhengshi Apparel, which is also in the traditional apparel industry, not only has it not slowed down the pace of opening stores, but it is also accelerating the layout of the country. The trend of counter-trending expansion is fierce. "At the moment, it is a good time to accelerate the layout of the market." Hangzhou Zheng Min, chairman of Zheng Shi Clothing, said in an interview with Wins.com that for the future, he is even aiming at “China's fast fashion and strong brand”.

Hangzhou Zheng Shi clothing: the industry has been deep farming for more than 14 years

In 1995, Zhou Chengjian withdrew from the competition of mainstream suits, attacked casual wear that few people were involved in, created his own brand “Metersbonwe”, and then won the richest man in Chinese clothing.

Although it started later than Smith Barney, in the current state of the transition to the predicament of the United States, the 1,500 stores in the past three years, the focus on the fast fashion life and service of the comprehensive company - Hangzhou Zheng Shi Clothing Co., Ltd., but the momentum is growing, despite Some traditional clothing brands are facing the painful period of the closure of the store, Zheng Shi apparel has maintained sales growth of more than 30% for five consecutive years.

According to Winner.com, Zhengshi apparel, which has several sub-brands such as FEICUI and A|K, has launched 600 brand stores since 2009, and FEICUI and Alexander Karl have opened more than 600 stores in many provinces and cities across the country.

“We are retail-oriented, relying on strong assets, advanced design concepts and development skills, active capital management strategies, a large market network and excellent operational management capabilities to continuously develop high-quality fashion new products and services,” why is it possible to achieve this? The results, Zheng Min concluded, "In addition, we have an excellent team."

It is reported that Zheng Shi apparel team members from the designer to fashion buyers, market experts, sales elites, etc. are all covered, and form a good partnership with each other.

Professional fashion designer: responsible for summarizing the latest design concepts, adding unique FEICUI style elements according to fashion big data, redesigning the styles and styles of clothing, and recombining into the latest product theme series;

Fashion buyers: shuttle between the various fashion shows held in the fashion centers of Milan and Paris, observe the latest design concepts and fashion trends, and collect popular information;

Market experts: It can reduce the risk of unsalable inventory. They refer to the products and inventory information of the direct stores and analyze the garment ore that can make full use of the existing raw materials and ship vertically, thus avoiding the backlog of inventory;

Sales elite: It can improve the conversion rate of the business well, and explore the possible fashion styles, colors, fabrics and clothing costs and retail prices in the future, and feedback the information to the designers.

From the product design, production to terminal sales, these advantages can be fully controlled, and Zheng Shi clothing is recognized by developers such as Wanda and Intime. Winner.com understands that Zheng Shi clothing has been with AEON, Intime, Longhu, Cologne, Huiju, Xincheng Wuyue and other well-known commercial shopping centers have cooperated and opened stores in these shopping centers.

Create a strong brand of fast fashion in China

Zheng Shi apparel, which is rapidly expanding across the country, aims not only to continue to open more stores, but Zheng Min, who is optimistic about this industry, seems to have more possibilities in the future. “As a traditional clothing brand, we hope to Contribute to building a strong brand in China's domestic fast fashion."

On this basis, Zheng Shi apparel implemented a gradient brand development strategy for its two brands, FEICUI and Alexander Karl.

FEICUI: It is our first high-cost and fast fashion fashion brand. My original intention is to let consumers intuitively feel the high cost performance of all the products of jade clothing, and the style is in line with the fashion trend of the masses, so it is very easy. Resonate in the hearts of consumers.

Alexander Karl: Advocating fast fashion, happy life, and becoming the new favorite of urban white-collar workers with high cost performance.

FEICUI focuses on leisure, Alexander Karl focuses on fashion, but their core positioning is the same, that is: cost-effective, fast fashion.

In the future, FEICUI, which is mainly based on men's wear brand, is determined to become the “China's fast fashion men's fashion pioneer brand”. Unlike FEICUI, in the target group, Alexander Karl is further enriched, in addition to men's wear, there are women's wear. , accessories and other series.

It is reported that the current fast fashion brand of Shishi has formed four major regions in the country, including East China, and has more than 600 specialty stores. In terms of store location, FEICUI and Alexander Karl are also considered in addition to shopping centers, commercial districts and other commercial entities, and are not afraid of competition. Priority is given to competing brands around the store. “This competition is fierce, but due to peers. Inhabiting, customers can have more opportunities to compare and choose, which may not be a bad thing for us."

In 2017, FEICUI and Alexander Karl will continue to work hard to “build a strong brand in China”. It is reported that FEICUI has opened 200 stores and Alexander Karl has opened 60 stores.