Belle Daphne’s downturn in this women’s shoe brand has made a lot of noise
Nowadays, it is not easy to buy a pair of suitable shoes at a mall. Excessively high prices are prohibitive, and long-term low-priced promotions are boring, while fast fashion brands such as H&M, ZARA, and Uniqlo have relatively limited choices in footwear.
Speaking of women's shoes, can't get around Belle, this once dominated the department store's shoe king, but is closing the store three times a day, the net profit fell rapidly. It is undeniable that the trend of physical consumption shifting from department stores to large-scale integrated shopping malls makes it difficult for Belle to bet on the branded enterprise ships.
At this time, a female shoe brand from Singapore, CHARLES & KEITH, has become a "clear stream" in the industry. With a fast fashion brand positioning, the unit price of 300 yuan is close to the foothold in China. Although it has not been a long time to come to the Chinese market, it is now on the right track and developing steadily. Among them, the performance of eye-catching part of the electricity supplier, accounting for nearly 20% of China's overall annual sales.
How does CHARLES&KEITH go upstream in the overall sluggish situation of the footwear industry? The reporter came to CHARLES&KEITH's China headquarters in Shanghai and interviewed Andy Chen, the head of the e-commerce department.
The core of fast fashion is data
It is understood that today's CHARLES & KEITH, there are about 20 new products on the line every week, of which 50% of the shoes and bags. In addition to the same-priced items in the same line, there are also some exclusive online products. So fast-paced new, uncertain how to seize the trend of stable things? Andy Chen said the answer is probably data.
The company located in Jing'an District of Shanghai, the internal environment is as simple as the brand tonality, the most obvious is the data wall of the company's online information in the office area. “The company’s data is completely transparent,†said Andy Chen, who currently leads the e-commerce team of 70 people. In the company's overall team structure, e-commerce and retail are two parallel teams, so through business intelligence solutions, the team can quickly analyze users, commodities, retail area layout and other aspects.
Driven by data, the company's business intelligence software system provides data reference for ordering and other aspects.
“Many companies spend time on business data analysis, but because our data is transparent, we can give each department a data reference in time, so we can save a lot of time and labor costs to do more important things.†He said that some companies are The color and size of the footwear are entangled and it may take a week to make a solution, and the business intelligence software system can be used in 2 hours.
The e-commerce team has another role - the forefront of measuring money. For example, due to the difficulty in selecting funds due to temperature differences between the North and the South, data can be generated by online measurement, deposited into the system and shared for reference by other departments. At the same time, the e-commerce team also took the lead in trying to sell the children's shoes. "After the 80s, this generation has entered the reproductive stage, and luxury brands such as Gucci have entered the children's shoes market."
Of course, in addition to the high attention to data, user reviews are another focus of the e-commerce team. For example, the customer service will extract some useful customer reviews, discuss them at the weekly meeting, and extract the keywords by observing the consumer's product descriptions to improve the search and conversion rate. “Our customer service is not outsourced, because this is what I think should be the most In the internal department, they can hear user feedback." Andy Chen said.
For the newly listed models, the team will also have a special colleague to try on, through the repeated measurement of the elasticity and yardage of the hoe, with a half yard yard insole for some shoes with a large number of yards. "If you return, the flow settlement needs 4 to 5 more days, and the efficiency will have a big impact."
The market driving force brought by the fast-moving fashion in the front-end market and the quick return-to-order capability of the back-end supply chain, which is a very important part, is the warehouse. CHARLES&KEITH is in the warehouse of Jiading and is managed by the ITOCHU Group. The Japanese companies have powerful backing, relying on cooperation with UNIQLO in China, and know the industry by providing intelligent management services. In addition to being responsible for UNIQLO's online and offline warehousing, it is also responsible for brands including New Balance and Iger. According to reports, due to the use of automated semi-automatic equipment, the company's 4 to 5 people can be around 3,000 a day.
In the omni-channel opening, Andy Chen said that starting in 2017, it will try to open up all channels to promote online and offline cooperation.
No industry that has been dumped
"Retail is not complicated, and the business model is very simple. Many companies are not doing well, the key is not to control the goods." Andy Chen told reporters that CHARLES & KEITH's ordering speed is about 4 weeks. According to industry insiders, footwear is more difficult to quickly turn over than apparel, because the size of a single fabric is much smaller.
In Andy Chen's view, fast fashion wants to operate really fast, the key is to quickly respond to the market, to grasp the trend of the fastest, and quickly assemble raw material suppliers and distribute production. The reason for the rapid assembly is that the “upstream production can be shipped smoothly downstreamâ€, just like ZARA's brand-based collaborative supply chain operation system. “Without a fallen industry, consumer demand still exists, but the entire retail market is now more hourglass, and businesses in the middle are more disadvantaged.â€
In 2010, CHARLES&KEITH, which entered China, established its first store in Shanghai and currently has 165 physical stores. Based on Singapore's small and refined cultural traditions, the brand has chosen a solid style of play in China. By quickly screening the high-efficiency stores in the newly opened stores, the low-efficiency stores are eliminated, so that an average of 30 excellent stores can be guaranteed every year.
On the site of the store, Andy Chen told reporters that he would prefer to choose a large-scale integrated shopping mall that can be paid directly in the store, rather than a department store that needs to check out at the checkout counter. “This is also to ensure consumers. Experience. On the other hand, the store form of the front and back warehouses can also enhance the consumption experience. “The warehouses of department stores are often far away from the stores. The guides even need to go to other floors to pick up the goods. The consumer waits for a long time. â€
What is the performance of this data-driven, consumer-centric fast fashion brand in the future? We will continue to pay attention.
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