Taiping Bird Makes Fast Fashion "Lok Ting" Optimistic About Chinese Girls' Clothing Market

The sixteenth Ningbo International

The fashionable women's wear Hall of the Expo, "a pink, blue, white fairy tale castle" brings the audience to a halt. The fresh, sweet, cute and witty style of women's clothing in the window makes the booth a focal point.

This is the booth of the rising women's clothing brand "Yue Ting" of Taiping bird. It is the first time to appear at the Ningbo fair in the form of a separate Pavilion.

As we all know, Taiping bird is famous for its virtual operation mode in China. In the orthodox menswear capital of Ningbo, it is hard to make the fashionable fashionable dress of women vulnerable.

Taiping bird has spent 16 years cultivating many brands.

Today, the Taiping bird clothing sector has formed a number of companies (Taiping bird fashion ladies, Pacific bird fashion men's clothing company, Lok Ting company, HOME PAGES company, magic fashion and the castle, etc.), multi brand (Pacific bird, Pagani, Lok Ting, pensbo, magic fashion, etc.), multi series (COLLECTION, TRENDY, JEANS, etc.) common development of good momentum.

The Taiping bird has a high coverage rate in the cities with more than more than 2000 cities nationwide. Once a week, the new rate of new products is launched every quarter, and the annual output value of new products can account for more than 80%.

Founded in 2008, the "Yue Ting" brand opened its first store in Wanda Wanda Plaza in Ningbo in May 1st of that year, and contributed 30 thousand of its single store performance on the opening day of 80 square meters.

Lok Cho fashion

General manager Yan Xiang told reporters that "Yue Ting" has been selling with other women's wear in a shop for two years after its establishment.

After the market investigation in 2010, Taiping bird found that the market of girls' clothing in China was growing very well. So we decided to separate the "Yue Ting", the theme of magic Tokyo, from the 4 series of Taiping bird dress, in order to attract younger consumers.

In May 2010, Lok Ting officially became independent from operation; in 2011, Lok Ting became financially independent.

According to Yan Xiang, Yue Ting entered a rapid development period in 2011. Its number of shops increased rapidly from around 80 in 2010 to more than 300 at the end of 2011.

This year, Lok Ting will maintain about 200 stores opening speed. It is expected that more than 600 will be sold by the end of the year, with sales expected to reach 1 billion 200 million yuan.

"Yue Ting" is under the banner of Taiping bird. It is also a fast fashion.

But for fast fashion, a little carelessness can easily lead to a lot of inventory.

Yan Xiang has different views on it. He thinks that fast fashion is a good solution to solve the inventory problem.

"Fast fashion can quickly respond to customers' needs. To do that, it will increase the selling rate of brands.

In this respect, Lok Ting has done a good job, and there is not much pressure on stock. "

According to Yan Xiang, there are two lines in the fast fashion mode of "Yue Ting", one is the futures line for the franchisee to order, that is, the traditional order system. "Yue Ting" will be developed 9 months ahead of time, and the franchisee will place the order. The other one is fast single line, with a 3 month reaction cycle. This requires that control production and inventory control become the key.

Yan said that "Yue Ting" also found it difficult to follow the fast fashion road because it considered the entire supply chain system.

"Fast fashion" requires us to quickly get the international popular information, and produce it in a short time to become a commodity in front of the customers. On the other hand, we should quickly feedback the response of customers to the backstage, and create new products and make up the bill.

We are still learning and improving the system of "quick response to customer purchase behavior, re design and re order".

Yan Xiang modesty told reporters.

Yan Xiang also introduced, "Yue Ting" production and sales rate in 2011 was 95%, only 5% of inventory.

There are three ways to digest the stock music store: one is to sell in a discounted way in a shop with considerable shipping capacity, the two is a big sale in season, and the three is selling online.

These three ways can solve more than 95% of their inventory.

For the future development, Lok Ting hopes to become the first Chinese Girl Costume.

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For Taiping bird group, the diversity of the brand has not weakened the strength of Taiping bird. Instead, it has received good results in various sub groups, and has increased the overall brand value of Taiping bird.