Sharing Business Philosophy and Wisdom in Life - Nochid's Helmman Ding Hui's Visiting "Boston Church"

Ding Hui Chairman shares business stories

June 15, 2014, Ding Hui invited guest CBN talk show "Boston Church", under the auspices of Dragon TV veteran anchor of Yuan Ming, Fudan University and Dr. Jiang Changjian, "First Financial Daily" deputy editor Yang Yanqing The three observers of China Fashion International Fashion Brand Management Consulting Group Zhu Wenxin actively engaged in the dialogue. He talked about a series of stories that Nochi from a clothing store to a Hong Kong-listed fast fashion brand met all the way through dialogue. Challenges and how to actively grasp opportunities and meet challenges in the transformation and transformation.

At the beginning of the program, the "Boston Church" was unveiled in a unique boxing match to explain to the audience what is called the "Rocky (Naughty)" spirit.

"Since I was young, I wanted to be Li Ka-shing's heart. I have always had a dream and through unremitting efforts, at the age of 42 years, his company became a case of a famous American business school and successfully listed on the Hong Kong main board." Moderator Yuan Ming At the beginning of the program, Ding Hui was introduced. Regardless of his family's opposition, he did not venture into high school until he graduated from the high school to work hard in his business and earn the gold in his life.

Smile to face challenges, timely development and change

In recent years, China's economy is undergoing transformation and upgrading, and consumer confidence in the market is still insufficient. The domestic shoe and clothing industry is in a critical period of adjustment, optimization and reform. Coupled with the impact of online channel sales, the traditional shoe and clothing industry is facing enormous challenges and tests. However, Knock can seize the opportunities in the period of transformation and transformation of the industry, and conversely, Ding Hui said, "The biggest challenge in life is to constantly deny self and continue to surpass the self, in the face of difficult times is not able to break through the self , timely transformation and change, meet the challenges, and actively move forward."

Resolve the dilemma of the apparel industry and explain the advantages of Nogichi development

The host asked why in recent years, the traditional apparel industry has been very sluggish. Many clothing brand dealers and agents faced the difficulties of closing the store. When Nochi could keep smiling, Ding Hui said: "This is based on the unique use of the Noci. The business model, the reason why Norwich responded quickly to fashion, lies in the SPA business model it insisted on . Nochi did not produce, through the integration of manufacturers, to order orders from manufacturers with its own brand, and then through the fast logistics system Direct delivery to all terminal stores across the country."

As the leading brand of fast fashion, Noci's business model has been compared to China's ZARA . What is the ZARA model? Ding Huidao pointed out the key points in it. “You don’t look at the garment industry. They all look the same. In fact, the inside lane is completely different. What others do is the brand. What Noci does is the retail industry, that is, using the supermarket. Make clothes."

In fact, since 2007 , Noch has gradually realized the integration of product planning, design, production and sales, and has established a SPA business model with domestic characteristics . Under the asset-light model, Noch, controlling both product development and sales, has drawn a perfect "smile curve". Today, at both ends of the “smile curve”, Noci comprehensively integrates market trends, controls the core links of R&D, design, and business planning, and delivers production work to nearly 100 core suppliers across the country.

At the same time , based on the SPA model, Nuochi launched a more innovative customer affiliate program and promoted targeted marketing more effectively through the establishment of a member database to meet the consumer preferences and needs of member customers. Nowch has more than 1.2 million registered members . Noch uses a large customer base to collect and analyze useful market and customer information, such as fashion trends, distribution of customer income levels, spending habits, size and preferences of the dress, and applies to product design and development, customer service, sales and Marketing activities.

By adopting a market-oriented fast fashion business model and member database marketing model, Nuochi accurately grasps the latest market trends and changing customer needs, so as to rapidly design, develop and launch products in the market that best meet consumer preferences. Targeted marketing strongly promotes sales growth.

The show site, Ding Hui also for the next three years to do Knoch development planning: the transition from traditional own clothing brand apparel retail companies to Internet-based sales-based clothing retailer to achieve the integration of online and offline sales . Opportunities and challenges coexist, and in the era of mobile internet, Nokia must take the lead in launching a big change.

Chairman Ding Hui elaborates on the development spirit of Norwich’s “Persistent + Practical” in the future

Ding Hui said on the program that Norwich will also vigorously implement the “ Cloud Wardrobe ” project, which is a new concept of clothing retail that is proposed by Nochi under the background of the rapid development of the mobile Internet to bring opportunities to the retail industry. New model. At present, many clothing brands are testing O2O , although there is no industry standard answer, but for apparel brands, the general direction of mobile O2O is to improve the competitiveness of stores, make full use of mobile interactive advantages, improve the frequency of users to store consumption, conversion rate. Mobile is a tool and retail is an essence. The combination of the two is the core of future clothing brand e-commerce.

It is worth mentioning that Ding Hui also demonstrated his skills in cooking. He said that the pleasure of cooking like this can also be shared with family and friends. Every week, as long as you have leisure, you must cook in person. At the end of the program, the host presented a cartoon to Ding Hui. He was dressed in a chef's uniform and he focused on product development and chasing international fashion. He grasped the needs of consumers with his terminal marketing and symbolized the clothing retailer represented by Nochi. Effectively controlling the direction of the apparel market and complying with the market development trend will surely become the new benchmark leading the development of the apparel market.

 

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