This is what you have to do

It is normal for Yan Bing and others to be confused. After all, they have never been exposed to this field.

The model of the domestic garment industry is still in a very extensive state of development, with all tending to the large-factory contract model.

Few people understand the SPA flexible supply chain model proposed by clothing giants such as ZARA, GAP and UNIQLO, and there is no supporting industry support from related areas.

After all, the SPA flexible supply chain has just been operated by the giants for a short time and has not yet reached its peak maturity stage.

The Internet in China has only just started a few years ago. There is a lot of gossip information on the Internet, but professional information is actually very little.

In particular, content related to analysis and research on subdivided industries is even more impossible to find easily.

Unlike the mobile Internet era more than ten years later, not only are there a lot of analysis of various business cases, but even the fortune history of some big guys has been completely uncovered.

Articles and short videos are everywhere, and information is readily available, even if you want to read it.

Therefore, for Yan Bing, starting the fast fashion model in China at this time is actually equivalent to being the first person to eat crabs. The difficulty is not ordinary. The key is not knowing how to operate it.

"Teacher Ma, how should fast fashion be played?" Meng Fei humbly asked for advice after hearing this.

Yan Bing also looked at Ma Liang expectantly, hoping to hear a surprise from his mouth.

She thought it was quite simple at first, but when she actually started to operate, she found that fast fashion was not as easy as she thought.

Not only is it much more difficult than building an independent designer brand, it is even several times more difficult than traditional casual brands. It is simply not something they, a small company, can do successfully.

But Yan Bing was unwilling to give in. She had to fight hard and must not allow another failure this time.

Ma Liang paused and patiently explained: "Actually, the core of fast fashion lies in the model of product testing and [quick return for small orders].

The so-called test model is to produce a small batch first and quickly launch it on the market to test whether consumers accept the product. If it is not accepted, it will not be launched later; if it is accepted and it becomes a hot product, a return order production will be organized immediately, referred to as [small order]

Quick return].

This is a systematic project that requires different departments of the company to communicate with each other and cooperate with each other to complete it.

The buyer team, design team, supply chain team, product team, and marketing team must not only perform their respective duties, but also cooperate with each other and operate at high speed to create the final fast fashion model.”

Ma Liang is also learning and selling now. These are all things he learned from public account articles in his previous life.

"Teacher Ma, the key is where to start from the beginning. Our small company only has a small team and doesn't have the strength?" Meng Fei asked with a headache.

Yan Bing also urged: "Stop being too pretentious. It's just a flagship store now. How do you want to start it?"

"Send out all the teams. We will all go out at the same time. We will take advantage of the month of renovation to visit the suppliers and cooperative factories.

Don't be stubborn and have to order and produce all styles yourself. The manufacturer definitely has some backlogs of top-notch products.

Most styles are selected from their overstock, so the cost can be kept to an extremely low level.

Then talk to the factory about the development and production of new models, and you must convince them to accept the [quick return for small orders] cooperation model, and you must make adjustments in advance.

The more factories you train, the greater the power you can mobilize later.

I suggest that orders for next spring and summer be distributed in advance, just to test the sincerity and strength of suppliers and factories.

Use the dual temptation of helping them clear inventory and produce new orders to attract manufacturers to take the bait.

In this way, the first store can get through this autumn and winter, and preparations can be made in advance for next spring and summer, and [quick returns for small orders] can also be matured.

The only difficulty is to expand the team immediately, and at the same time, all personnel must operate efficiently and communicate at any time.

No one can take it lightly for a moment until this model is fully understood.

After one or two years of accumulation, I finally achieved complete control over the product and supply chain.

Although this step is difficult, we must work hard to achieve it, otherwise there will be no talk of fast fashion." Ma Liang explained it slowly.

This method of operation is also seen in the public account article.

At that time, the author analyzed the success cases of two domestic fast fashion brands, one was the physical retail fast fashion brand UR, and the other was the Internet fast fashion platform SHEIN.

As the platform grows bigger and resources are mobilized, everyone knows what to do.

The key is how to break the situation at the beginning, which comes first, the chicken or the egg. Many people are generally at a loss when faced with this problem.

"Using other people's overstocked inventory for OEM? Is this possible? If exposed, wouldn't it ruin [MiMo's] brand?

And with this kind of dark history, it will also affect the reputation of Mr. Yan’s personal designer brand [YAN].” Meng Fei said worriedly.

Ma Liang was so angry that he cursed: "Why not? How will consumers know if you don't tell me?

Are there not many OEMs in the clothing industry these days? What we do is just a transitional measure at the beginning, and we are not letting you do this all the time.

By revitalizing the manufacturers' backlog of inventory, the new store will not only carry 1,000 styles, but also 5,000 styles. You can choose as many as you like.

It instantly meets the needs of large styles, small quantities, and fast updates. Is there anything better than this?

If you don’t use this method to transition, how can you possibly build a strong fast fashion brand executive team? Do you just rely on the number of people in the conference room?"

If you want to ask which profession is best at exploiting loopholes, lawyers are definitely one of them.

All kinds of crooked ways and all kinds of small tricks can be used without any psychological burden, so Ma Liang cannot be as entangled in the matter of OEM and counterfeiting as they are.

Purchasing inventory and OEM is a difficult thing for others to do, but Yan Bing, a rich woman, has money, so there is no difficulty in doing it.

As long as you use this method to get through the difficult initial stage, as more and more stores open, it will gradually form a clamping effect on the supply chain, and those manufacturers will have to obey her orders in order to make money.

As for whether consumers will find out, what if the news is leaked and has a dark history? Is this important?

As long as the product is cheap enough, consumers don't care.

Even if you are exposed, it will be okay. As long as you get through the difficult period of the first one or two years, when the brand grows, who will remember your dark history back then.

ZARA is also exposed to plagiarism all day long. Will it prevent its boss from becoming the richest man in the world?

Apparently not!

Besides, there is a thin line between OEM and OEM.

If we can achieve exclusive OEM, it will be no different for consumers than independent design and production, let alone OEM.

So in Ma Liang's concept, it would be foolish not to use this method with successful cases.

This method was not something he thought of, but came from the fortune-telling legends of the bosses of two domestic fast fashion giants, UR and SHEIN.

The big guys succeeded, this kind of black material will definitely not be seen on the official website of other companies.

But the people’s gossip skills are too strong, so how could the big bosses hide the basic operations when starting a brand?

With a serious shortage of teams, industry support and related resources, [MiMo], a fast fashion brand, must do what other big names do if it wants to break through its initial difficulties.

Everyone in the conference room was dumbfounded. Employees who could follow Yan Bing to build an independent designer brand were relatively simple.

We are all people with dreams and pursuits. How have we ever seen a brand consultant like Ma Liang who does not follow common sense and teaches them to cheat in public?

The same thought came to everyone's mind. The industry expert invited by Mr. Yan is not a liar, right?

At first glance, you can tell that your mouth is empty and your work is not solid. How can you teach people to deceive consumers?

There was a lot of discussion in the conference room for a while. While everyone was discussing the feasibility, they secretly glanced at Ma Liang, the "big liar consultant", from the corner of their eyes.

Yan Bing also fell into deep meditation, and her heart was constantly struggling.

After all, the method Ma Liang said completely challenged her past perceptions and values, making it difficult for her to accept it for a while.

Suddenly I was informed that it would be released, so I coded all night long and updated it every day!

I’m going to post this much first, and then I’ll continue after I wake up!

Thank you all for your support!
Chapter completed!