As for the low-end brand, this is the number of customer orders, and the transaction rate is of course trying to increase, as long as you go in, the shopping guide will follow you closely, chattering and selling to you.

Don't stop until you leave impatiently, or buy something.

……

According to statistics, 20 stores opened on the first day, and 11 had daily sales of more than one million, and the other 9 also sold 8.9 million yuan.

Although it didn't explode, it basically met expectations.

These stores are expected to reach more than 10,000 monthly sales, and several flagship stores may reach more than 20 million.

Li Qinghuan also breathed a sigh of relief, it seems that THE TOP SHOP CAN SELL WELL IN THE MAINLAND.

When all 38 stores open, the sales volume will be four or five billion yuan per month, and five or six billion yuan in a year, which can be regarded as officially gaining a firm foothold in the mainland market.

For a clothing brand, if the annual sales can reach more than 5 billion, it can be regarded as a big brand. What's more, the number of stores in THE TOP SHOP IS SO SMALL!

When it comes to single-store sales, THE TOP SHOP CAN DEFINITELY BEAT ALL DOMESTIC BRANDS, AND NO BRAND CAN COMPARE WITH IT.

Of course, this only refers to domestic brands, and in 2012, the global fast fashion "troika" has entered the mainland market.

Regarding the development of THE TOP SHOP and its competitors, Li Qinghuan and Wang Ye had a long talk.

Now, with the development of THE TOP SHOP IN THE DOMESTIC MARKET, IT IS FACING MORE OPPONENTS. Of course, the competitors do not have domestic brands, all of them are foreign.

Li Qinghuan's brand positioning of THE TOP SHOP is a designer brand + fast fashion.

She didn't know much about this model at first, and always thought that the model of THE TOP SHOP WAS A "DESIGNER BRAND COLLECTION STORE" AS ADVERTISED. But as she took control of the company herself, she learned more about the market.

Li Qinghuan was surprised to find that THE TOP SHOP ACTUALLY HAS MORE INTERNAL FACTORS, WHICH ARE THE SAME AS FAST FASHION BRANDS.

The real DNA of this brand is fast fashion!

She asked Wang Ye in confusion: "WANG DONG, IS THE TOP SHOP A DESIGNER BRAND OR A FAST FASHION BRAND?"

Wang Ye smiled and asked her: "Is there a difference, why can't you have both? And, Qinghuan, which competitor do you think THE TOP SHOP has in the mainland market?"

Competitors? Li Qinghuan quickly came up with three fast fashion brands in his mind.

But the price of those three brands is too different from THE TOP SHOP, which can't be considered a competitor.

……

Faced with the problem of Wang Ye's competitor, she thought about it for a while, but she didn't come up with who the competitor of THE TOP SHOP WAS. Because it's so unique, there's no similar brand on the market, which makes her look for competitors.

"I can't find it, the positioning of THE TOP SHOP IS TOO UNIQUE AND TOO PRECISE, THERE ARE NO SIMILAR BRANDS ON THE MARKET. Li Qinghuan confessed that he didn't know the answer.

"Hehe, at the beginning of creating THE TOP SHOP, MY GOAL WAS ZARA!" WANG YE DIRECTLY REVEALED THE MYSTERY.

ZARA LI QINGHUAN COULDN'T UNDERSTAND WHY ZARA WAS REGARDED AS A COMPETITOR BECAUSE THIS WAS OBVIOUSLY NOT A HIGH-GRADE BRAND.

Wang Ye analyzed the current situation of the domestic fast fashion market and the positioning of THE TOP SHOP.

ZARA, UNIQLO, and HM are the three representatives of fast fashion, and they are also the best companies.

In 2012, in the mainland market, these three brands did not have many stores, and their popularity was not so high.

Among them, the number of stores of Uniqlo and HM is very small, and they have only opened stores in the four major first-tier cities.

There are a little more stores in ZARA, about sixty or seventy.

At this time, Uniqlo is still synonymous with cheapness, and the price is the lowest among the three major fast fashion brands. But the situation is also the worst one, the stores opened in the mainland market are losing money one after another, and this situation did not change until 2015, and then rose rapidly, suppressing the other two.

And ZARA is now a relatively popular fast fashion brand, and it is common for a single store to sell more than 10 million.

HM was popular for a while when it first entered the magic capital in 2009, but it quickly slumped, and it became popular again in 2013 and 2014, but after the rise of Uniqlo in 2015, it collapsed. And HM's clothes are notoriously cheap and of poor quality!

A few years later, when I visited HM's store again, the price of many clothes was simply the price of the stalls, "19 yuan, 29 yuan" crewneck shirts, "39 yuan" sweatshirts, abound.

At such a price, you can imagine how poor the quality of the clothes is.

Some consumers jokingly call HM's clothes disposable products, because after buying them back and wearing them once or twice, they basically can't be worn again.

Brands rise and fall alternately, and of course, the top luxury brands have stood for decades or even centuries.

Why doesn't Wang Ye do medium-priced fast fashion like ZARA, or low-price fast fashion like Uniqlo and HM, but engage in THE TOP SHOP, a designer brand + fast fashion brand.

This is because the rise of a brand must follow the general situation of the consumer market.

The current domestic consumer market is the stage of consumption upgrading!

That is to say, the common people have saved money for so many years, and now they have more money left in their hands, and they are willing to spend money, and bargains are generally not eye-catching! Everyone is pursuing big brands and brand goods! What is the price is a little more expensive!

In recent years, it has also been a period of rapid growth in luxury consumption. All the big luxury brands are rushing to open stores in the mainland.

So, at this time, if you go to a cheap brand, isn't it against the consumer trend? The reason why Uniqlo and HM have languished in the past two years is because they are too cheap.

And the price of ZARA is higher, so it has a lot of nourishment.

However, the emergence of THE TOP SHOP IMMEDIATELY REPLACED ZARA'S POSITION IN THE HEARTS OF PETTY BOURGEOIS WHITE-COLLAR WORKERS.

There are more styles and more fashionable, and ZARA is a copy of the model, while THE TOP SHOP IS A REAL DESIGNER ORIGINAL.

Comparing the quality of clothing, THE TOP SHOP IS EVEN MORE ZARA, AND THE TWO ARE NOT ON THE SAME LEVEL.

In terms of publicity and popularity, ZARA does not advertise, and its store opening model is basically similar to that of THE TOP SHOP, which is a high-end shopping mall to open a large store, and then relies on a rich variety of styles and relatively low prices to attract customers.

HOWEVER, AT THIS POINT, THE TOP SHOP GOES TO THE EXTREME THAN ZARA.

In terms of site selection, the shopping center selected by THE TOP SHOP is more high-end, and it is the best location store for high-end shopping centers!

ZARA has always had a reputation of "first-class design, second-rate fabrics, third-rate prices".

Then, THE TOP SHOP CAN BE CALLED "TOP DESIGN, HIGH-END FABRICS, AND FIRST-CLASS PRICE".

That is, in the three key elements, all of them are two grades higher than ZARA!

This is also Wang Ye's intention, from the day it was launched, the positioning of THE TOP SHOP is higher than ZARA, and it is much higher!

Most of ZARA's clothes cost about five or six hundred, while the clothes of THE TOP SHOP BASICALLY COST 2,000 YUAN. It's by no means something of the same grade.

Therefore, many people do not regard fast fashion brands such as THE TOP SHOP and ZARA as competitors, and Li Qinghuan is no exception.

……

"Do you understand why I have positioned THE TOP SHOP SO HIGH? BECAUSE THIS IS THE CURRENT CONSUMER TREND!

At no time should it contradict the needs of consumers. When consumers generally demand high-end brands, you give them high-end brands, and when consumers need high-quality and low-cost products, you go to produce cheap and beautiful products. Wang Ye said meaningfully.

Outsiders think that THE TOP SHOP AND ZARA are not competitive, but Wang Ye knows that the potential consumers of the two brands are amazingly compatible!

If this is not a competing brand, what else is a competing brand, isn't competition just competing for consumers?

And the goal of THE TOP SHOP IS TO GRAB ALL ZARA CONSUMERS!

It's not that ZARA consumers can't afford to afford the top shop's price point, but because there was no such brand before.

……

THE IMPACT OF THE TOP SHOP ON ZARA IS ALREADY VERY OBVIOUS.

DO YOU STILL REMEMBER THAT XIAOHU IN PENGCHENG, A LOYAL USER OF MEIGO.COM, SHE IS ALSO A FAN OF THE TOP SHOP.

When there was no THE TOP SHOP, Xiaohu bought more ZARA. Working in a big city like Pengcheng, the salary income is not low, and it is a young girl, of course, there are requirements for dress.

Of course, with her income, a big brand like Chanel can't afford it, but an ordinary brand can't afford it.

It's embarrassing to buy some big-name clearance goods, it's easy to hit the shirt when it goes out, and it's easy to be seen as a discounted product.

So ZARA is a good choice, there are many styles, and it is fashionable enough, and the price is also cheap.

But for ZARA, Xiaohu also has a lot of dissatisfaction, first of all, its design, it always feels like it is imitating those big brands, and the fabric is quite poor!

ZARA claims to be a second-rate fabric with a third-rate price, but Xiaohu feels that it should be a third-rate price and a fourth-rate fabric.

When she discusses ZARA with her young female colleagues in the company, everyone feels the same way. But there is no other way, there is no other better choice.

Later, the TOP SHOP was born, and Xiaohu and her colleagues were pleasantly surprised to find that the most suitable brand for themselves finally appeared!

The most high-end shopping mall, the most luxurious shopping environment, the halo blessing of big-name designers, the price is not low, at least it is very face-saving to say, and the price is high enough!

Even the spokesperson is a real princess, and the hottest new actress in the mainland.

This brand is definitely the best choice for white-collar workers in big cities!

SINCE THEN, XIAOHU HAS NEVER BOUGHT ZARA'S CLOTHES, AND ALL OF THEM GO TO THE TOP SHOP FOR CONSUMPTION.

Now in Pengcheng, among the white-collar workers of large companies, if anyone still wears ZARA's clothes, they will generally be ridiculed by female colleagues, too old-fashioned!

There are many female white-collar workers like Xiaohu, who used to be consumers of ZARA, but with the emergence of THE TOP SHOP, EVERYONE'S INTEREST HAS COMPLETELY SHIFTED.

In the mainland market, after all 38 stores opened, ZARA will feel the real pressure.