Brand Store AZONA: Perfect Combination of People, Goods, and Stores

Once upon a time, Hong Kong-brand clothing retailers and franchise dominated the domestic apparel market with their advanced management concepts and models, such as Giordano, G2OOO, etc., but as the domestic market continues to mature and increasingly fierce industry competition, some well-known ports The brand is either no longer in sight, or quietly withdrawn. AZONA (Ashanna) is on the contrary, and stores established in the form of direct sales and franchising have a total of more than 100 stores in China and are firmly rooted in China's huge market for fashion women's clothing brands. For its successful marketing operations, Chen Xiaobang, retail operations manager of South China, has been the earliest retailer in Hong Kong since the reform and opening up to the Mainland. Professionals with rich experience in apparel marketing summed it up as people, goods, and stores. perfect combination.

Store: Targeting target consumer groups

People and goods can be constantly adjusted and changed in a timely manner, but once the location is determined, the general trend has been set.

“The target consumer groups are often spotted.” Chen Xiaobang made a point to the key of AZONA's site selection. “The investment in site selection is quite large, and it has a decisive effect on the impact of sales.”

Therefore, a lot of investigation work must be done before the site selection, firstly to understand the consumption consciousness and habits of the target consumer groups, and to study where they gather and haunt. "For example, AZONA's consumer target is a more sophisticated white-collar family, so when selecting a site, it should focus on high-end office buildings. A é„„ ZONA's first specialized store in Guangzhou settled in Tianhe. City A02 is tailor-made for the avant-garde, young, female with certain economic strength, so Shanghai's boutiques are selected in places where these young people's Pudu are concentrated, such as Shanghai's Xintiandi and Beijing's Wangfujing. "The huge customer traffic and spending power have had a direct and powerful impact on the establishment and dissemination of its brand image. Compared with department stores, Chen believes that they are more willing to focus on modern, large-scale shopping malls that are equipped with advanced equipment and complete facilities that integrate shopping, eating, drinking, play, and pleasure.

Ren: Training the clerk as an image consultant

For a brand selling fashion clothes, the clerk's task is no longer a simple promotion. In addition to the customer's request, the clerk's role should be a popular intelligence provider and image consultant. To this end, the company has long-term systematic training of employees. Recently, the company has spent more than one million dollars and invited the most well-known companies in the Hong Kong retail industry management service training to provide training to front-line employees. The contents include service attitude, marketing techniques, standard language, point-of-sale, placement and matching of goods, etc. Each step of the entire sales process was photographed, and systematic and comprehensive guidance was given to employees from both positive and negative cases. At the same time, training for employee promotion enthusiasm was conducted to strengthen the sales team's cooperation spirit and competitiveness. Apart from the training of the sales team, the management of the design groups is equally important. They invited Hong Kong's top designers and photography agencies to join in, allowing them to continue to participate in the latest fashion press conferences and to study and learn the frontiers of the world’s clothing trends, capturing trends and creations at any time. The new inspiration, combined with the consumption characteristics of different regions in the Mainland to create, the store's decorative style will be adjusted accordingly with the mainstream of the fashion of the season.

Goods: a lot of discounts

"We have accurately controlled the stock of goods according to market sales and trends, preferring not to abuse, and not attracting customers with discounts." Chen is very proud of this.

Regarding the current market down to three, two percent off, one off the low-cost apparel dumping, Chen Zhiyan said that for its brand-name consumer followers, it is a great vacillation of its loyalty and trust. For enterprises, it is a short-sighted behavior that has a lot of disadvantages.

AZONA's ordering strategy for specialty stores is more money and less, minimizing inventory. The company's design department designs up to 500-600 styles per season, regularly launches batches of new products every two weeks, maintains new goods from time to time in the store, and sends news of new products to the VIP through the telecommunications department at the first time. , so continue to surprise customers and promote their desire to buy. In addition, AZONA interacts with well-known brands of mobile phones that are also fashionable consumer products. Any AZENA clothing that consumes a certain amount of money will receive a new mobile phone, which is also a new attempt. The result is very positive.

For AZONA, seasonal discount is a strategy, but it is even more artistic. In February of this year, for example, they do not use the usual practice—instead of discounting the goods in autumn and winter seasons immediately in the spring, but taking them back, but selling up to 50% off in the end of last spring, then for customers. Words, price attraction is one of them. More importantly, they can come in handy immediately after buying it. Instead of discounting clothing as usual, selling seasonal goods for autumn and winter in spring, although it is cheap, it must wait for nearly a year before Can be worn. The effect of this move is very obvious. In February of this year, the discounted goods decreased by 1% over the same period of last year, while the business volume rose by 10%.