OEM Production: Shop No. 1 Intends To Push The Clothing Brand.

< p > electric business platform owners seem to be fighting for their own brand ideas.

Following Dangdang and van gesso products, shop No. 1, based on the image of online supermarket, will also launch "a href=" //www.sjfzxm.com/ "target=" _blank "clothing" /a "private brand" on the 20 th of this month.

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"P", a senior merchandise director of shop No. 1, who is responsible for the brand new clothing brand "BESTLUCK", told reporters: "in view of the existing about 30000000 customers' private clothing brand launched by shop No. 1, we will adopt the way of OEM to control the cost and quality. At the initial stage, we will involve 500 SKU units."

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< p > independent of the three major plates of consumer electronics, food and beverage, and department stores under shop No. 1, the new brand's own brand team will report directly to CEO 1.

Not only that, in order to build this own brand, the 1 shop has been heavily denounced, and many responsible persons who have been excavated from well-known rivals such as "fictitious enemy", such as fan Kai Cheng, have been put in place.

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< p > "it takes about 5-8 years for a garment brand to grow under the line, while online is shorter, but it takes more than 3 years."

Tong Jueming stressed, "in the early days of brand development, we hope that the brand will grow and develop in a completely healthy business model."

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< p > earlier than < a href= "//www.sjfzxm.com/news/index_c.asp" > 1 shop < /a >, Dangdang copy PPG clothing direct sales mode launched "B o n dStreet" own brand is short lived typical, high logistics costs and new brand promotion costs become "difficult to bear", then the brand disappeared quickly.

In the electricity field, clothing giant Ye Fan, a huge loss of 600 million in fiscal year 2011, has also been cited as one of the indicators of industrial upheaval.

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< p > the 1 shop after entering the WAL-MART system in the second half of last year, choosing this time to enter the endless field of clothing electricity supplier, where is the bottom line? < /p >

< p > Tong Jueming pointed out that the user resources accumulated by shop No. 1 over the past few years have not only provided enough user stickiness, but also enabled the company to rely on big data to accurately analyze the latest needs of users, thus reflecting on product design and production.

"The core customers of its 1 store are concentrated in the 19-40 years old enterprises and white-collar workers with a certain ability to consume. The private brands launched for these consumers are more attractive and converted into sales.

And the price is slightly higher than that of some competing products with low price strategy.

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< p > 1 shops emphasize that the pricing system established by the company for its own brand is a reference to similar products, the international fast wear clothing brand, and chooses to price around half of its competitors.

After the gross profit is deducted from the cost of logistics and brand promotion, it is hoped that the "red line" will be maintained for a long time.

"It can be clear that the launch of its own brand will be a supplement to the performance of shop No. 1, rather than a burden."

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< p > "the funds invested are not easy to disclose the specific data, but according to the sales of No. 1 store in 2011, 2 billion 720 million yuan and 6 billion 800 million yuan in 2012, this investment is not too big."

Tong Jueming said.

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< p > Tong Jueming said frankly that in the past two years, the clothing industry is facing high inventory and product quality disturbances. It is hard to say that the newly added "little brother" in shop No. 1 will not meet. But with the analysis of data backstage and the support of professional team, I believe that such a problem will not be so serious even if it happens.

"Shop No. 1 has its own" a href= "//www.sjfzxm.com/news/index_s.asp" brand "/a", which is produced in the form of OEM. The supplier chooses to give priority to those fast fashion clothing retail brands in China (such as UNIQLO, Martha, etc.) to ensure strict quality requirements.

In terms of inventory efficiency control, we should strive to achieve a rapid response period of two to less than the best seller.

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