With the needs of brand marketing, wholesale from the dealer model transformation Ba Jin has completed the channel layout of more than 3,000 stores. Now, Rimula, which is based on the strategy of "opening a good store and opening a big shop", not only aims to make profits better, but takes the business model of Zara and H & M as the target of the same stage. Zero-risk joining mode to do large-scale Rimula men's co., Ltd. Vice President Lian Jin still remember that in the nineties of last century, people wearing the jacket which will tie the tie, in his opinion that is the success of people want to get Identity recognition. But today, known as focus jacket 29 years Rimu clothing still have to focus on the jacket in the end, though now is not popular in the jacket tie, but the trend of "business and leisure combination," Rimula will still choose the future as the core jacket Category. The cognitive elements of this brand should be successfully implanted into the consumer awareness, the role of channels on Rimula self-evident. In the current men's business casual market, Septwolves, Rimula, Qiong licensing, Jiuhe Wang and other minibus brands in the high-end market share has been underestimated. However, rivals such as forest, brand and channel are still rising period of these brands, relying on the channel of continuous expansion of brand value epitaxial sales growth has become the main theme. Rimula is no exception. Rimula used the first trademark of Rimula in 1992 to start its market operation and formed a channel strategic plan in 1997. In 2000, it started to implement the unified national retail price and "zero risk" to join. With the advent of the brand era, agent sales model has become the direction of post-wholesale menswear channel to change the direction of Fujian, "At that time is to let the agents do direct agents, Rimula as a brand side, the production of the product agents to sell, has not formed a single The concept of the store. "Even into the introduction said that by the year 2000, Rimula began to require agents to set up stores, to launch this zero-risk join slogan," Your inventory is mine, the national retail price, zero risk to join " , So all of a sudden the pace of store away, creating Rimula now the size of more than 3,000 brand stores. With a strong brand in the external control of the dealer in the external environment, even into the past had found a very interesting phenomenon --- a significant change in the Chinese men's consumption, formerly fawning, wearing foreign brands will be able to represent the identity of consumer apparel now pay more attention Is fit, well designed. This just happens to bring the chance of overtaking local brands. Therefore, in the brand, design and quality investment under the premise of the Chinese men's casual store contact with consumers in the form, more easily accepted and recognized by consumers. There are several reasons for even entering: to ensure price stability, product quality assurance, to ensure after-sales service, ensure rest assured consumption, to ensure feedback, to ensure that fashion and fashion. Moreover, the store's form can make Rimula more easily adjusted according to market changes in brand strategy, to lead the trend of fashion and fashion purposes. Although the proportion of franchise stores directly accounted for 30% of the entire sales channels, but even told reporters that Rimula dealer dealers in the future is still the main sales model. "Many dealers are bigger and bigger, from the factory brand to do business, through this process, so dealers are partners and grow with us." Even talk about some distributors and Rimula's strategic partnership deep-rooted. However, dealers pay more attention to a certain extent, the immediate interests of the brand side pay more attention to sustainable management, the conflict between the two in addition to the dealer's transformation, but also need Rimula has a strong brand of control formed in order to obtain distribution Business with the maintenance of terminal marketing unified and enhance the need. In this regard, even into the control of Rimula seem quite confident. Last year, Rimula launched the "king's return" brand logo upgrade measures. At the end of May last year in Shanghai, the general assembly of distributors, Ringtones layout upgrade program for the promotion, through the declaration of the dealer, all the Rimula stores before the Olympic Games will complete the upgrading of brand identity, "the implementation is very smooth, Dealer implementation is in place, "even into the said, Rimula in a very short period of time to achieve the same shop as a thousand stores goal. "The implementation of a unified goal must be done, such as the uniform retail price, determined not to discount, promised dealers must do as required." Even into the introduction that, in addition to some hard indicators, then based on the actual local dealer Some flexibility measures to be adjusted space. Good shop to open big shop what is worse? And now, Rimula proposed a new channel strategy: a good shop, open big shop, open more shops. "In the original base of more than 3,000 stores under continuous consolidation of the implementation of this strategy." Even told reporters. "Channel expansion, to achieve single-store performance, good performance every month." "So now the store hard to find it hard to find." Last year, Rimula new store opened in Beijing Qianmen Street, in this H & M has settled fast fashion brand on the street, according to media reports Zara also plans to stationed. Fast fashion brand H & M, Zara is a direct sales store model to create sales miracle fashion business. Even into bluntly, Rimula open shop, open the big shop of the new strategy is to compete with the same stage. Through the new product release, order form to achieve product sales, even into the current model is still very suitable for their own development, but with the upgrading of fashion faster, it is bound to require Rimula in the process which must be done quickly according to the market Changes for "make up". "We found the best styles in the market and we quickly reassembled to react quickly and efficiently through the optimization of our production lines." Even into the introduction that only the rapid response mechanism to continue to adapt to market demand. Taking into account the quality at the same time how to function from the design faster and more efficient to meet consumer demand? "Rimula insists that every jacket has a unique design." The company's marketing and R & D center relocated to Shanghai to more directly address raw material suppliers for better information and information. "In addition, franchise-based channels Mode, to further enhance the degree of cooperation with the terminal is also placed in front of Rimula. In addition to seize the "head" in the business process, that is, the pace of follow-up of design and development, as the "tail" of the channels throughout the country's specialty stores can not let go. "The manager and clerk of the future terminal needs to be transformed into a dress consultant," said Lian Jin. From a broader point of view, accelerating the upgrade of the entire industry chain to realize the advantages of cost and efficiency are all planned steps to be taken as a step change to brand channel operators, including design, procurement, storage and transportation , Terminal management and so on, if all are done, Rimula may be more skillful than fast fashion.
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