July 2005, Arctic rookie to create underwear industry FCL marketing model, and put it to the forefront of the market, aroused peer-reviewed and Wenzhou apparel industry mixed.
In July 2006, more than 500 Arctic rookie stores were developed. Just a few days ago, agents who wanted to join the FCL model were pouring in. Two of them did not have the right to act as agents in the stores even if they were willing to spend 40,000 yuan.
Zheng Chen Ai, president of Wenzhou Garment Chamber of Commerce, said with emotion shortly before: Arctic rookie made me see the new hope of Wenzhou garment in market competition. The operation of FCL mode is trustworthy.
What is the FCL sacred? How does it happen? How to operate? Is it replicable? Recently, the reporter interviewed several major industrial inquiry questions.
Wenzhou underwear test water Monopoly
Arctic rookie Ni Niushan is a courageous aggressive people, and the Arctic rookie also seems to give full play to the unconstrained true temperament, as the city's underwear industry's biggest names, it is often the way to go a step earlier than others, to pay The price is more.
In 2001, the Arctic rookie could not help the desire to enhance the brand, changing the traditional "underwear supermarket" sales model, the underwear industry in Wenzhou revealed the first monopoly chain. However, after a few months of testing, it did not achieve the expected results. Ni Xueshan admitted that at the time did not end, when the water hit a unprepared war. He said that the blind operation of the apparel brand famous people's clothing brand is the direct cause of failure, coupled with a single product, management is not in place and other factors, Arctic rookie monopoly dream stranded. Ni Xuanshan unwilling to sink on the surface is silent, but his heart is still hot, he did not feel bad for the tuition fees, but hard to buy lessons learned what is it? Arctic rookie can monopoly chain comeback?
Nobody ever imagined that the Arctic rookie who had defeated the city of Mecklenburg offered rookie rookie, another rising company, rich nutrition that would make it two years after the sesame blossom bloomed. This is Cornell underwear now and the Arctic rookie. Chen Zhonghuai, underwear manager of Cornell Lingerie, said seeing Arctic rookie out of their way on the path of pioneering monopolies is not the case, so he wanted to explore new worlds from the exploration of arctic rookies in the light of reality.
To this end Cornell underwear monopoly project launched several extraordinary moves: continue to enrich the product, the price set in the popular class closer to the average consumer distance. Cornell underwear from the shadow of the Arctic rookie came out, and the first to eat the crabs of the Arctic rookie wall do nothing at all?
Arctic rookie terminal to win
When Kenneth Lin learned lessons of the North Pole rookie to achieve the future, Ni Xue-shan confident and not admit defeat has a bright future. Ni Xue-sheng and Chen Zhonghuai are business contenders, but they are good friends and are well-known in the industry. In and Chen Zhonghuai learn from each other and learn from, he realized that monopoly management core must be changed.
July 11, 2004, Arctic rookie "Heroes" held in the base camp in Wenzhou, where the so-called fall from where to leap.
Arctic rookie to create a new marketing model pilot in Wenzhou, the country's more than 400 agents to personally experience the arctic rookie new ideas, and signed 86 intentions cooperation agreement.
The long-awaited Ni Xue Shan to create a strong team, below him, only one vice president, then there are three responsible for finance, administration, marketing director. Marketing is the heavy head, the following divided into 6, 1 to 4 is the fragmented management, Ni Xueshan they metaphor for the military sub-district, is heavily invested; 5 is planning, plays a role of adviser for the monopoly network and brand promotion Enhance the role of fueling the flames; 6 more comprehensive, including logistics, customer service, coordination, etc., is to win the basis or guarantee.
Product is the essence of everything. Ni Xue-Shan to Guangdong, Jiangsu, Fujian and other provinces by collecting the necessary business models, sentinel manufacturers set up nearly 20, the rapid expansion of the meaning of underwear, including home, T-shirts, towels, shorts, socks and other series, a seasonal style Thousands of varieties, to meet the consumer choice.
This time, prepared Ni Xue-Shan success, the Zhejiang-based national network full profit since July 2004, a few individual stores in 6 months hit a sales of nearly 200 million. One of the small downtown stores earned a year's rent for three days, the town almost become the monopoly of the local underwear. However, Ni Xue-heng did not hesitate, but not victorious victory, but brewing a storm marketing underwear, he wanted to create a new marketing model.
FCL mode has a trick
July 18, 2005, Ni Xue-Shan to explore the status quo of China's underwear market, specializing in all local enterprises, markets, summed up to discuss and consult a number of domestic industry experts, the development of the field of underwear FCL mode of circulation, and first introduced in Hangzhou. More than 500 investors poured into the venue of more than 400 square meters and opened more than 200 FCL stores in Zhejiang Province after the meeting. Three months later, FCL flagged more than 400 North American rookies nationwide.
What is FCL? It refers to a terminal marketing profit model, its innovation lies in: the customer's 101% satisfaction (Flattercustomer) as the ultimate goal, convenience stores and stores (Convenientshopmarketing) as the main form of small profits, quick sales (Lowestearningmoreconsumption) for the operating philosophy, with six Cheats (brand charisma, model competitiveness, terminal winning power, planning attack power, policy support, product sales force) as the core business, the product directly to the retail terminal to complete the sale of goods maximize.
Ni Xue believes that the essence of FCL is a more adequate profit margins to seize the major cities and counties underwear retail resources, the formation of direct sales terminals direct management system. The core of this model is to maximize the benefit to the terminal, to help customers. Some people call it a dangerous mode, but Ni Xue-Shan insisted that in this era of meager profit, only to take the most profitable terminal policy, product sales in order to obtain maximum success.
The most confusing thing about FCL is that it bases its claim on 100% profitability. It is like the consumer "accommodation": not satisfied with the return. What is the balance between the two? 100% of the profit insider is that if there are individual stores in the FCL mode at a temporary loss of status, immediately take the blood transfusion therapy. That is to say, it will be fully assisted by the company. If it has not seen improvement, it will take the agent-stock cooperative approach and will not be able to take over or transfer the agency by the company. As a result, it will not be able to close it if it is willing to maintain its goodness and purity.
Their contract with the dealer, there is such a: During and after the expiration of the contract, all products to be 100% return, so dealers no worries. All goods in the shop can be returned to the company under the terms of the contract, and a full refund for the franchisee to take risks to exit; In addition, the Arctic rookie free franchise fee policy, and can have a set of shelves during the contract period . In fact, the clearest point of the FCL model or simply does not exist 100% return. In theory, 100% return, in fact, is actively through various activities and links to effectively digest the product in the terminal. Ni Xu introduced in the season can be the appropriate replacement of products, once the season is missed, the next year the company had to sell inventory products, transport costs do not say, but also requires a lot of manpower and resources, and ultimately had to push the product to the market, this The process is to waste money and become a burden on enterprises and franchisees. Therefore, the inventory can only effectively stay in the local, the second year the company will give subsidies. Slightly changed from the previous traditional marketing strategy is that the FCL model emphasizes and strengthens the "small profits but quick turnover" concept, according to the needs of marketing, set a 2 to 7 discount delivery discount system, the profit of each store Space is also different with the sale of goods, some 60% gross profit margin, at least 45%. If individual agents feel no confidence, they need to apply two months in advance, and then take the receiver or proxy transfer, inventory or remain in the market.
Without pressure there is no motivation, Ni Xue Shan FCL's charm lies in clever balance surgery. For example, they give prepayments to processing points and pay them in installments rather than in full in advance. The rationale is that if you pay in full, there is no strong guarantee that the other will have quality or delayed delivery. Only in this way, cooperation can stand the test, then it is to promote the normal flow of funds.
FCL model can not fire?
The FCL model was a passionate version of Ni Xue Shan and his staff, a happy carrier. The company wrote a song about FCL for this purpose. It sang before work and listened to it when it came to get off work. It seemed that even the air was full of FCL. However, whether FCL model can make the business stronger and eventually out of their desired piece of it?
One year's efforts have been exchanged for a certain amount of new atmosphere, opening store faster, product rich, give up the production of this one, research and development pay more attention. For the current stage of harvest is to see the FCL model of operability, in addition to substantive expansion, more is the harvest of hope and future, especially for future competition in the market decisively affected in three aspects: First, Consumer demand is the highest purpose; second is the profit of agents is fundamental; Third, the characteristics of business is the core competitiveness of enterprises.
Is there no risk and pressure on the FCL model? Ni Xue believes that the FCL model itself is no problem, if the team's combat effectiveness is not strong or agents do not want to be aggressive, lack of execution, then any model is in vain. In principle, the investment risk coefficient is small, the return is high and fast, and the terminal moves forward to reach the county town and community, the channel is dislocated and operated with low cost and high hope.
Huang Haiping, an expert in humanities marketing in our city, believes that the Arctic rookie has successfully combined marketing resources to form a new system. According to the popular saying, the Blue Ocean economy has been created; however, other colleagues may well have followed suit and are likely to degenerate into a common mode.
Planning experts Wang Aidao said: Wenzhou's footwear industry to a large extent has entered a relatively high-cost high-risk misunderstanding, from products to sales channels, the phenomenon of homogeneity, and profits before. Arctic rookie FCL mode is a positive exploration, but the Wenzhou shoe industry in the management, logistics is not satisfactory, the Arctic rookie have to overcome the existing common problems can really win the future.
Chen Zhonghuai, general manager of Cornell underwear, said that FCL is a brand new model that will have a profound impact on the industry. It will also learn from nutrition including Cornell underwear. However, the FCL is to some extent an Arctic rookie, and it has a degree of adaptation that can not be copied over and over again. It must be based on the characteristics of its own business.
FCL just opened a good board, Ni Xueshan claimed 100% of the sales point of profit In further practice, the Arctic rookie to open in three to five years, the store's vision of 35,000 is still some distance. Ni Xue Shan is also very clear that FCL needs constant improvement and innovation, given its new forms and content. Right now he continues to identify think tanks, trying to improve the model, while strengthening the corporate culture, so that FCL forever young charm. In this sense, the FCL model pioneered by Arctic rookies has made valuable attempts and contributions for the industry.
Thousands of underwear network recommended brand >>
In July 2006, more than 500 Arctic rookie stores were developed. Just a few days ago, agents who wanted to join the FCL model were pouring in. Two of them did not have the right to act as agents in the stores even if they were willing to spend 40,000 yuan.
Zheng Chen Ai, president of Wenzhou Garment Chamber of Commerce, said with emotion shortly before: Arctic rookie made me see the new hope of Wenzhou garment in market competition. The operation of FCL mode is trustworthy.
What is the FCL sacred? How does it happen? How to operate? Is it replicable? Recently, the reporter interviewed several major industrial inquiry questions.
Wenzhou underwear test water Monopoly
Arctic rookie Ni Niushan is a courageous aggressive people, and the Arctic rookie also seems to give full play to the unconstrained true temperament, as the city's underwear industry's biggest names, it is often the way to go a step earlier than others, to pay The price is more.
In 2001, the Arctic rookie could not help the desire to enhance the brand, changing the traditional "underwear supermarket" sales model, the underwear industry in Wenzhou revealed the first monopoly chain. However, after a few months of testing, it did not achieve the expected results. Ni Xueshan admitted that at the time did not end, when the water hit a unprepared war. He said that the blind operation of the apparel brand famous people's clothing brand is the direct cause of failure, coupled with a single product, management is not in place and other factors, Arctic rookie monopoly dream stranded. Ni Xuanshan unwilling to sink on the surface is silent, but his heart is still hot, he did not feel bad for the tuition fees, but hard to buy lessons learned what is it? Arctic rookie can monopoly chain comeback?
Nobody ever imagined that the Arctic rookie who had defeated the city of Mecklenburg offered rookie rookie, another rising company, rich nutrition that would make it two years after the sesame blossom bloomed. This is Cornell underwear now and the Arctic rookie. Chen Zhonghuai, underwear manager of Cornell Lingerie, said seeing Arctic rookie out of their way on the path of pioneering monopolies is not the case, so he wanted to explore new worlds from the exploration of arctic rookies in the light of reality.
To this end Cornell underwear monopoly project launched several extraordinary moves: continue to enrich the product, the price set in the popular class closer to the average consumer distance. Cornell underwear from the shadow of the Arctic rookie came out, and the first to eat the crabs of the Arctic rookie wall do nothing at all?
Arctic rookie terminal to win
When Kenneth Lin learned lessons of the North Pole rookie to achieve the future, Ni Xue-shan confident and not admit defeat has a bright future. Ni Xue-sheng and Chen Zhonghuai are business contenders, but they are good friends and are well-known in the industry. In and Chen Zhonghuai learn from each other and learn from, he realized that monopoly management core must be changed.
July 11, 2004, Arctic rookie "Heroes" held in the base camp in Wenzhou, where the so-called fall from where to leap.
Arctic rookie to create a new marketing model pilot in Wenzhou, the country's more than 400 agents to personally experience the arctic rookie new ideas, and signed 86 intentions cooperation agreement.
The long-awaited Ni Xue Shan to create a strong team, below him, only one vice president, then there are three responsible for finance, administration, marketing director. Marketing is the heavy head, the following divided into 6, 1 to 4 is the fragmented management, Ni Xueshan they metaphor for the military sub-district, is heavily invested; 5 is planning, plays a role of adviser for the monopoly network and brand promotion Enhance the role of fueling the flames; 6 more comprehensive, including logistics, customer service, coordination, etc., is to win the basis or guarantee.
Product is the essence of everything. Ni Xue-Shan to Guangdong, Jiangsu, Fujian and other provinces by collecting the necessary business models, sentinel manufacturers set up nearly 20, the rapid expansion of the meaning of underwear, including home, T-shirts, towels, shorts, socks and other series, a seasonal style Thousands of varieties, to meet the consumer choice.
This time, prepared Ni Xue-Shan success, the Zhejiang-based national network full profit since July 2004, a few individual stores in 6 months hit a sales of nearly 200 million. One of the small downtown stores earned a year's rent for three days, the town almost become the monopoly of the local underwear. However, Ni Xue-heng did not hesitate, but not victorious victory, but brewing a storm marketing underwear, he wanted to create a new marketing model.
FCL mode has a trick
July 18, 2005, Ni Xue-Shan to explore the status quo of China's underwear market, specializing in all local enterprises, markets, summed up to discuss and consult a number of domestic industry experts, the development of the field of underwear FCL mode of circulation, and first introduced in Hangzhou. More than 500 investors poured into the venue of more than 400 square meters and opened more than 200 FCL stores in Zhejiang Province after the meeting. Three months later, FCL flagged more than 400 North American rookies nationwide.
What is FCL? It refers to a terminal marketing profit model, its innovation lies in: the customer's 101% satisfaction (Flattercustomer) as the ultimate goal, convenience stores and stores (Convenientshopmarketing) as the main form of small profits, quick sales (Lowestearningmoreconsumption) for the operating philosophy, with six Cheats (brand charisma, model competitiveness, terminal winning power, planning attack power, policy support, product sales force) as the core business, the product directly to the retail terminal to complete the sale of goods maximize.
Ni Xue believes that the essence of FCL is a more adequate profit margins to seize the major cities and counties underwear retail resources, the formation of direct sales terminals direct management system. The core of this model is to maximize the benefit to the terminal, to help customers. Some people call it a dangerous mode, but Ni Xue-Shan insisted that in this era of meager profit, only to take the most profitable terminal policy, product sales in order to obtain maximum success.
The most confusing thing about FCL is that it bases its claim on 100% profitability. It is like the consumer "accommodation": not satisfied with the return. What is the balance between the two? 100% of the profit insider is that if there are individual stores in the FCL mode at a temporary loss of status, immediately take the blood transfusion therapy. That is to say, it will be fully assisted by the company. If it has not seen improvement, it will take the agent-stock cooperative approach and will not be able to take over or transfer the agency by the company. As a result, it will not be able to close it if it is willing to maintain its goodness and purity.
Their contract with the dealer, there is such a: During and after the expiration of the contract, all products to be 100% return, so dealers no worries. All goods in the shop can be returned to the company under the terms of the contract, and a full refund for the franchisee to take risks to exit; In addition, the Arctic rookie free franchise fee policy, and can have a set of shelves during the contract period . In fact, the clearest point of the FCL model or simply does not exist 100% return. In theory, 100% return, in fact, is actively through various activities and links to effectively digest the product in the terminal. Ni Xu introduced in the season can be the appropriate replacement of products, once the season is missed, the next year the company had to sell inventory products, transport costs do not say, but also requires a lot of manpower and resources, and ultimately had to push the product to the market, this The process is to waste money and become a burden on enterprises and franchisees. Therefore, the inventory can only effectively stay in the local, the second year the company will give subsidies. Slightly changed from the previous traditional marketing strategy is that the FCL model emphasizes and strengthens the "small profits but quick turnover" concept, according to the needs of marketing, set a 2 to 7 discount delivery discount system, the profit of each store Space is also different with the sale of goods, some 60% gross profit margin, at least 45%. If individual agents feel no confidence, they need to apply two months in advance, and then take the receiver or proxy transfer, inventory or remain in the market.
Without pressure there is no motivation, Ni Xue Shan FCL's charm lies in clever balance surgery. For example, they give prepayments to processing points and pay them in installments rather than in full in advance. The rationale is that if you pay in full, there is no strong guarantee that the other will have quality or delayed delivery. Only in this way, cooperation can stand the test, then it is to promote the normal flow of funds.
FCL model can not fire?
The FCL model was a passionate version of Ni Xue Shan and his staff, a happy carrier. The company wrote a song about FCL for this purpose. It sang before work and listened to it when it came to get off work. It seemed that even the air was full of FCL. However, whether FCL model can make the business stronger and eventually out of their desired piece of it?
One year's efforts have been exchanged for a certain amount of new atmosphere, opening store faster, product rich, give up the production of this one, research and development pay more attention. For the current stage of harvest is to see the FCL model of operability, in addition to substantive expansion, more is the harvest of hope and future, especially for future competition in the market decisively affected in three aspects: First, Consumer demand is the highest purpose; second is the profit of agents is fundamental; Third, the characteristics of business is the core competitiveness of enterprises.
Is there no risk and pressure on the FCL model? Ni Xue believes that the FCL model itself is no problem, if the team's combat effectiveness is not strong or agents do not want to be aggressive, lack of execution, then any model is in vain. In principle, the investment risk coefficient is small, the return is high and fast, and the terminal moves forward to reach the county town and community, the channel is dislocated and operated with low cost and high hope.
Huang Haiping, an expert in humanities marketing in our city, believes that the Arctic rookie has successfully combined marketing resources to form a new system. According to the popular saying, the Blue Ocean economy has been created; however, other colleagues may well have followed suit and are likely to degenerate into a common mode.
Planning experts Wang Aidao said: Wenzhou's footwear industry to a large extent has entered a relatively high-cost high-risk misunderstanding, from products to sales channels, the phenomenon of homogeneity, and profits before. Arctic rookie FCL mode is a positive exploration, but the Wenzhou shoe industry in the management, logistics is not satisfactory, the Arctic rookie have to overcome the existing common problems can really win the future.
Chen Zhonghuai, general manager of Cornell underwear, said that FCL is a brand new model that will have a profound impact on the industry. It will also learn from nutrition including Cornell underwear. However, the FCL is to some extent an Arctic rookie, and it has a degree of adaptation that can not be copied over and over again. It must be based on the characteristics of its own business.
FCL just opened a good board, Ni Xueshan claimed 100% of the sales point of profit In further practice, the Arctic rookie to open in three to five years, the store's vision of 35,000 is still some distance. Ni Xue Shan is also very clear that FCL needs constant improvement and innovation, given its new forms and content. Right now he continues to identify think tanks, trying to improve the model, while strengthening the corporate culture, so that FCL forever young charm. In this sense, the FCL model pioneered by Arctic rookies has made valuable attempts and contributions for the industry.
Thousands of underwear network recommended brand >>