Rimula good shop to open big store opening strategy of focusing fast fashion
With the brand marketing needs, from wholesale to dealers mode transition Rimula has completed more than 3,000 stores in the channel layout. Now, in order to "open a good shop, opened a large shop" strategy for the first of Rimula, not only to better profits, but to Zara, H & M's business model as the same stage of the object.
Zero risk to join a large-scale model
Rimula Men Vice President, Trustee of even into the recall, in the nineties of last century, people wearing Jacket Department of the tie which will, in his view it was the success of people wish to be identity.
And today, known as dedicated 29 years Rimula jacket dress jacket still want to focus in the end, though now popular in the Department of the tie in his jacket, but "leisure business combination" trend, so that will still be Rimula choice of jacket as the core category. Cognitive elements to the successful implantation of the brand awareness among consumers, channels easily describe the role of hegemony is self-evident.
In the current men's business and leisure market, seven wolves, Rimula Qipai, 9 Mu Wang Min sending such high-end brands in the market share has been underestimated. But competitors such as forests, is still up in the brand and channels of these brands, rely on the continued expansion of channels to reach Extensive brand value Sell Growth was the main theme.
Rimula no exception. Rimula use Rimula 1992 first began to market a trademark of operation, to form a channel 1997 strategic plan, launched in 2000, the national retail price and the unity of "zero risk" to join.
Era with the brand, Proxy Wholesale business sales model become the school after the men's channel transformation in Fujian direction, "was the agent directly to agents, Rimula as the brand side, the production went to dealers to sell the product, no formation of single-store concept." Even Jin explained that in 2000, asked agents Rimula began setting up shop, introduction of zero-risk to join this slogan, "Your stock is mine, the national retail price maintenance, zero-risk to join", so all of a sudden Monopoly the pace of taking the store, creating Rimula current size of more than 3,000 brand stores. Control distributor with a strong brand
In the external environment, even into the once found a very interesting phenomenon??? The Chinese men's consumption of a significant change in the former worshiper of foreign things, will wear as representatives of foreign brands, consumers now Clothing Pay more attention to the fit, design is good. This is just for the local community rallied to bring the brand the opportunity to overtake. So, in the brand, design and quality of inputs under the premise of the Chinese men's store in the form of leisure and consumer engagement, more easily accepted and recognized by consumers.
Even into number of reasons given: to ensure price stability, to ensure product quality, ensure after-sales service to ensure consumer confidence and ensure feedback to ensure that popular and fashionable. Moreover, in the form of store can Rimula easier to adjust to market changes in brand strategy to achieve the purpose of leading fashion and trend.
Although the proportion of the total store sales channel Direct 30%, but even the Progressive told reporters Rimula distributor agents in the future is still the main sales model.
"Many resellers are small with the big, corporate brand from the factory to achieve, through this process, so dealers are partners with us grow." Talking with a number of distributors and stiffness into the strategic hegemony Cooperation Deep-rooted partnership.
However, dealers pay more attention to a certain extent, is the immediate interests of the brands put more emphasis on continuing operations, both the transformation of the conflict in addition to dealers, but also need to Rimula have formed strong brand control dealers with the ability to obtain, maintain and enhance the unity of the terminal market needs.
This, even into the hegemony of control easily describe seems quite confident. Last year, Rimula launch a "Return of the King" brand identity to upgrade measures. By the end of May last year, all the dealers meeting in Shanghai, Rimula arranged for standard upgrade program, advocacy through distributors in the store before the Olympics will be completed for all Rimula upgrade brand identity, "the implementation of both smooth, dealers implementation is in place, "even into the said Rimula in a very short time they realized the goal of thousands of shops like a store.
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