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Achieved beautiful performance again recently with the beautiful baby house with childen\’s garments famous kingdom all along. The country that retail sales of another brand-new straight battalion of beautiful baby room is born on road of Shanghai Heng Shan by Fu baby hospital, at the same time this inn also is retail sales of the 100th straight battalion of whole nation of beautiful baby room, delimit on history of beautiful baby room on important brushstroke.

Enter chinese mainland to begin from 93 years, this professional production, management baby child the enterprise of things manages mode and brand characteristic develop a school of one\’s own peculiarly with its, as development of more than 10 years, it is the favour that gained increasing mom more, make the banner brand inside the industry.

Arrive from accurate mom 0-12 year old the child, arrive from childen\’s garments things, mix to baby carrier, child bed from the small nipple that the baby gives birth to first children car seat, the different brand that comes from each countries such as the United States, Australia, England, Switzerland, Japan gathers together in beautiful baby room. Different price, the outstanding product of different characteristic, satisfying all sorts of need of different crowd, what do one\’s best makes consumer experience one-stop is convenient shop, company child joy grows.

In the meantime, with other baby child what the industry differs is, beautiful baby room pays attention to access strategy very much, from be in at first each shop that large department store builds him, build a brand quickly famous degree, establish brand image through extending retail sales energetically to later. Beautiful baby room changes access strategy timelily according to actual condition. In the meantime, as dress representative brand increasingly grow in quantity, each dress brand builds his independent shop again in the department store, such diversity do not do the much brand of faze each other again, the access of full-scale development is politic, make the market environment that beautiful baby room is changing ceaselessly medium keep banner.

To establish brand image, begin from 4 years, li Ying room did store division image to transform to countrywide retail sales, make image of countrywide store division got unity. Still extend new retail sales energetically at the same time, in the inn in inn of community, busy streets, department store, if the retail sales of beautiful baby room of all sorts of types, different function is built in countrywide each district like emerge, the bottom made the amount of retail sales of countrywide straight battalion broke through 100 2005, shop amount exceeds 200, beautiful baby room besides access of development straight battalion, join in and approve those who sell route to extend also advance side by side- do two or more things at once. Beautiful baby room is had up to now join in check the number is close also 200. Of small elephant footmark ceaseless and outspread, make the site of beautiful baby room increasing, closer and closer, came true adequately \” the place that has the child has Li Ying house \” company goal.

Retail sales of Heng Shan road regards beautiful baby room as retail sales of the 100th straight battalion, its situation, also confirm Li Ying room extends the strategy that go up to think in access.

The product of beautiful baby room satisfies 0-12 year old the child\’s demand. Be worth what carry is, retail sales of Heng Shan road (Li Ying room retail sales of the 100th straight battalion) it is 0-3 in the light of the crowd year old Xiaotong. Accordingly, outside be being given priority to with Xiaotong dress except dress respect, things also took shop in important display the position. These things covered the product of numerous domestic and international outstanding brand: Those who have Japan is high grade baby child nurses product shellfish seat of car of the close, baby carrier that comes from the Japanese Kang Bei company that devotes oneself to infant safety to consider, children, still Germany is installed formerly, go up the professional manufacturer Bao Bishan that the century protects skin to taste with respect to birth baby the fifties, Xin Anyi that comes from England, beauty that comes from Switzerland happy happy etc.

Why retail sales of Heng Shan road with these products manage give priority to? Mr Xie Qixian explains assistant president of beautiful baby room, hospital of baby of Fu of neighbour of adjoin of retail sales of Heng Shan road, allow mom and new student to satisfy more need, the management of retail sales is tasted because this was done,adjust accordingly. Say to developing retail sales measure so while, making according to different geographical situation and environmental state the service has quality more is very important.

In festival of Chinese traditional the 10 or 20 days following Lunar New Year\’s Day during, retail sales of Heng Shan road held small-sized and lively opening Party, new old customer happilies gather under the same roof, with Li Ying the room celebrates the happy event of 100 inn jointly. Mr Xie Qixian shows assistant president of beautiful baby room, 100 inn are only the room to Li Ying begin, beautiful baby room returns tomorrow will go to the ground to take access seriously to manage like afterwards, there is the child\’s place in more, more needs the place of beautiful baby room, serve for the child better.

Beautiful in August 2008 Tesi Bangwei A appear on the market, zhou Chengjian by ground of coronal less than the title with dress rich head, social status 20 billion. He makes fun of a humour however: \”Beautiful Tesi Bangwei 13 years, to today it is the richest when, the someone says the man is rich with respect to addle, must have used each minutes of fund rationally calmly so! Must have used each minutes of fund rationally calmly so!!

Company of a lot of clothing is dispersive risk, take the way that diversity develops, beautiful Tesi Bangwei throws the 80 ï¼… of IPO collect capital channel build however, the heart is not had by look for. Zhou Chengjian realizes soberly, the characteristic of beautiful Tesi Bangwei insists to do not have the garment industry of characteristic namely, achieve its perfection. This comes from his at sartorial one\’s previous experience passion to dress above all, \”It is to drop into the love net simply, this kind of passion still can maintain 10 years at least \” .

　　 Financing dilate channel

Although look from financial data, cash shedding still considers beautiful Tesi Bangwei abundant all the time, began 2002 to supplying the integrated job of catenary, but appear on the market financing is more puissant undoubtedly drive.

Zhou Chengjian reserves definitely appear on the market collect capital begins B2C network construction and channel to extend, the business that purchases core city and a sector of an area possibly extends property property right. \”Everybody likes to say – of a concept hundred years old store, it is a long-term shopping arena actually, we now 100 percent shop is leased, although our average lease is in 7 years or so, but total meeting expires, meeting of this kind of not certain factor faces bigger challenge. \” it is a few main cities, important that he prepares to be in through capital force trade group buys business to spread and this plants extended hold rare lack resource, it is the financial interest respect from the static state not only, than hiring dealer the shop comes more valuably, the development that lasts for a long time to the brand at the same time has safeguard more.

\”15 ï¼… are used at investing IT platform, compose establishs B2C network channel, 85 ï¼… are used at shop to open. \” 68 store that this collect capital builds are flagship store and image store entirely, he expresses to will still continue to adopt \” concessionary join in with straight sale carry out develops simultaneously \” commercial pattern, after waiting for project building to throw operation, year sale predicts to will increase about 11.1 million, occupy last year the 20.83 ï¼… of sale.

Supply the conformity of catenary, the understanding of a lot of people is the speed that content sheds only, be from spinning weaving arrives actually in Zhou Chengjian eye cut out tailor, content shedding, shop is displayed, arrive finally in consumer hand, of whole segment join. The have enough to meet need of kinds or types of goods of Chinese garment industry is 180 days probably, beautiful Tesibangwei has accomplished 70 days, be among the best of candidates of it may be said.

　　 Found a brand new army

Beautiful Tesi Bangwei is in at present of home market have rate basically achieve 1 ï¼… , this is like in the strong opponent forest can think of scarcely in garment industry discuss. And new brand ME&CITY2008 year of summer appear on the market ceremoniously, make clear comment for brand-new double brand strategy again. ME&CITY fixed position is 20 ～ 35 years old, with the 18 ～ of beautiful country 25 years old have difference, enabled hot beautiful theatrical work \” escape from prison \” main actor Miller takes up the post of spokesman, got the accord of outback youth is chased after hold in both hands.

Double brand is run after all is quantitative change or qualitative change, zhou Chengjian also had not thought very well. But he is 3 years before the product structure series that made large store first, in attempt of a few shop, two brands cent is campus and city series, one divides into two lets a mission feel more clear.

At present both is to share shop resource, from 2009 the meeting since Chun Xia has alone shop, all shop will become independent store after 2010. \”Chinese enterprise suffers the effect with macroscopical adjusting control, constrictive money today, commercial real estate is stagnant, but beautiful Tesi Bangwei today is the richest when, go investing channel to be able to compare petty gain today, investment value also can lift. Investment value also can lift..

　　 Hopeful cost pressure

This year first half of the year, chinese inflation rate maintains perch, cost of raw material, labor shoots up, but major clothing company did not appear raise price, even the part depreciates sale, zhou Chengjian does not worry it seems that. \”Sportswear because the value is relatively inferior, the influence rate that gets economic cycle under high-grade extravagant perhaps dress, opposite at foreign brand, the company still has price advantage. The company still has price advantage..

His citing, american mouth is Chinese 1/4, but consumptive ability is China is decuple, because the product of in a popular style is a dozen a dozen buying. At present domestic sportswear retail trade still is in primary level, home still puts a large number of markets to was not developed, in the meantime, consumer is wider and wider to the definition of sportswear apparel circumstance extensive, demand is exuberant. From the point of cost pilot angle, the upriver production resource of garment industry is abundant, annual beautiful Tesi Bangwei plans according to the company strategy of new formulate, through producing quality, production cost of speed, production, level of management is mixed cooperate to spend wait for a respect to undertake assessment to potential supplier. Reference and supplier before cooperative circumstance, undertake to the supplier after every product season ends performance is evaluated, it is different grade according to evaluating a result to assign the vendor. The flow that passes strict science chooses a vendor in great quantities, effective avoid risk, the situation that because individual supplier appears to close down or control a person to change,prevents makes company production faces a risk.

From have a production factory the earliest, to dedicated at fictitious manage, beautiful Tesi Bangwei alleges the production center that will not won\’t build oneself, hold to the bag outside production however, \”Concessionary join in with straight sale carry out develops simultaneously \” management mode. Supply the promotion of chain government ability, very major depend on information management system is changed to internationalization, intelligence and specialization the design of directional development and backside business flow.

\”Jump over China to jump over vogue \” , beautiful Tesi Bangwei take root at China, strive from nation and international multivariate the perspective explains vogue. Retail to many sportswear brand Ceng Yi is spent brilliant and final become commonplace, zhou Chengjian thinks \” the annihilate of the brand is not the problem with market fatigued and weak demand, in basic necessities of life \’ the garment \’ be the first, cannot catch up with market demand changes to just can cause failure. \” \” we are narrowing stage by stage the difference that waits for international brand with ZARA, confidence exceeds it finally. confidence exceeds it finally..

Zhoucheng builds at crying greatly before the person. Shanghai beauty is special on August 28, 2008 Inc. of Si Bangwei dress (the 127th) (dress of next state weighing the United States) the platelet in landing, financing 1.4 billion yuan. That evening on congratulatory bender, at ordinary times Zhoucheng builds the president of discretion of very low-key, the way one speaks or what he says on the stage to cry greatly “ do decide complete China market, get the customer that decides complete China “ .

Look now, zhou Chengjian is already basic “ do calm “ .

Up to on May 13, 2009 closing quotation, price of closing quotation of beautiful country dress 28.14 yuan, total market prise amounts to 20 billion yuan. The basis can examine data, arrived 2005 2008 4 years, of beautiful country dress advocate battalion income growth is swift and violent. 2005 917 million yuan, 2006 1.984 billion yuan, break up compared to the same period time, this years the amplitude of net profit was achieved 824.25% , cannot call not breathtaking. 2007 3.16 billion yuan, grow 60% compared to the same period. Realized business income 2008 4.473 billion yuan, profit total 841 million yuan, compare respectively on year grew 41.73% , 94.48% .

On asset, 4 years, beautiful country dress also goes to 4.58 billion yuan from 820 million yuan of increase sharply, broke up of 6 times. As contrast, yageer 4 years the total assets between arrives from 11.7 billion yuan now 34.8 billion yuan, grew 2 only times.

What does beautiful country dress rely on to rise abruptly? Beautiful country field gives “ business of short for Zhejiang Province “ the reporter‘s view is: “Competition ability of our company core basically is centered in the respect such as network of the brand, government that supplies chain, sale.

The product is outspread brand become divided

From the point of the development course of the enterprise, beautiful country dress has founded from the brand earlier “ toddle “ development arrived at present “ independent innovation “ level. 2007, beautiful country dress begins to be product component “ campus “ and “ city “ two old series, at the same time accreditation completely different design group undertakes designing to the product.

Such act also makes beautiful country dress obtained good gains, the brand is in beautiful Tesi Bangwei 14-35 year old in consuming 157 sportswear with group of familiar place to hold a brand the first allude rate amount to 35.6% , outclass industry is other competitor. In famous degree, buy rate and brand loyalty to spend on, beautiful Tesi Bangwei also is in the foremost row of the industry.

In August 2008, the same day that beautiful country dress appears on the market, beautiful country dress decided to roll out brand of its high end again " ME&CITY " . Arrive by single brand the transition of much brand, beautiful country dress also resembles international sportswear shopkeeper people market of euqally ceaseless fractionize, the outside thinks this indicates dress of move beautiful country played high-end card.

The sea connects Pan He of negotiable securities analyst to say: “Also cannot say beautiful country dress is to developing high end completely, the establish of this brand can help beautiful country dress hold more target groups, say be a product is outspread exactly. Say be a product is outspread exactly..

Try water much brand, also be the first pace that moves toward internationalization. This one pace also makes effectively mining gave beautiful country dress to have the 23-25 that buys capacity more year old the age paragraph consume group of markets, spun product line, the difference that adds its product influences feature and product price ability.

　　 To beautiful country, what do this mean?

“Beautiful Tesibangwei accomplishs today‘s dimensions with more than 10 years, had accumulate, ME&CITY needs only 3 can accomplish today‘s beautiful country to 5 years. “ Zhou Chengjian expresses, two brands will be operated through two careers ministry, they share management platform, supply catenary platform, risk to control a system, but the shop system that owns independence and different brand strategy, business strategy.

　　 Another value catenary choice

Sale channel is the final origin of the most powerful weapon that dress brand popularizes and sales revenue. In last few years, the terminal sale channel of beautiful country is extended ceaselessly, straight battalion inn and join in inn amount all rises somewhat. Up to this year first quarter, beautiful country has straight camp in the whole nation inn and join in inn adds up to 2211, join in among them inn 1927, straight battalion inn has 284 only.

2009, to increase the growth of sales revenue quickly, beautiful country begins to increase right 2, the layout of 3 lines city and extend, and solve drop the Me&City that exists at present and beautiful Tesibangwei the phenomenon that two brands across sells.

Zhou Chengjian still sorts thing the bag outside having limit to shed a company to content, whole allocate data to be mastered by him company. Zhou Chengjian thinks, present core competition ability is not there is how many resource in the hand, however how many ability makes joint-stock source. But in poineering initial stage, this kind of management mode of beautiful country aroused intense controversy in Wen Zhou. A lot of people think the mode of beautiful country is company of a portfolio, but look in Zhou Chengjian, “The opportunity that this is me “ .

Standing vice-chairman Jiang Hengjie says Chinese clothing association: “He (Zhou Chengjian) clever the characteristic that used Chinese dress to make, avoid production and the risk that sell segment. Avoid production and the risk that sell segment..

Fact as expected such, build the business of dress of a few lukewarm cities that starts at the same time with Zhoucheng, nowadays body defect “ the Red Sea “ , but Zhou Chengjian already led to another however “ La Hai “ . 2008, the external environment of industry of Chinese spin garment produced a few change: Frequency of international trade attrition is sent, lag of many export order, go into operation of a few companies is insufficient, a few small-sized factories are moved toward even go bankrupt.

“With photograph of the corresponding period was compared last year, cost of production of spin clothing company rose 30% to arrive 35% , labor cost raised 25% to 35% . “ Jiang Hengjie thinks, the influence of global banking crisis, will form a time lag to clothing company, true “ cold winter “ will be after September 2009. “Without oneself brand, sale channel, control the clothing company of ability without proper control to the market, a likely and helpless bureau. A likely and helpless bureau..

　　 By arrive gently catenary of heavy tamp industry

　　Beautiful country support is fictitious the effective conformity that manages pair of resource, achieved high speed growth. But now, “Fictitious channel “ management mode front faces a challenge.

In home, beautiful country dress still should face class Buddhist nun not only road, Zhen Weisi, dark horse, with pure He Zundan the slave waits for domestic brand, try to be on guard to international competition brand even, the tycoon of international sportswear retail trade such as the ZARA that still includes to enter China stage by stage in recent years among them, H&M and UNIQLO.

Confront each other in this in, beautiful country returns nonexistent very preponderance, can say inferior position is clear even. Dress of state is in the beauty is in-house, “Small capital fund “ growth pattern also will get test.

Above all, the most storefront of beautiful country dress is rent and come, in recent years domestic business spreads the abidance of hire to grow to will affect it probably. Next, for brand promotion and advertisement conduct propaganda, many large store, flagship store or image store already became the mainstream, and large store decorates investment big, management time is long, rent management risk bigger.

Moxa abundant reminds well-known trademark expert this is planted “ small capital fund “ fictitious manage even if “ speculate “ . Ai Feng thinks, fictitious in manage and imagining without the ordinary person so simple, the enterprise should assume huge research and development and the risk that current link throws.

It is reported, beautiful country dress plans to use next buy property right way, in order to obtain stable shop resource. After the project is carried out, the fixed assets dimensions of beautiful country dress will rise considerably, “Small capital fund “ mode will be changed stage by stage. Change character, beautiful country dress will from main support brand and channel, transfer to rely on capital to throw the phase that promotes growth stage by stage, growth rate will be progressively rein in, the compound increase rate that did not come 3 years will fall to about 40% .

To buying store, zhou Chengjian‘s explanation is: “Want to make garment retail trade hundred years old store, fixed management place is indispensable, buy store more more advantageous than renting, this did not consider the possibility of rise in value of commercial shop future mainly among them. This did not consider the possibility of rise in value of commercial shop future mainly among them..

And build large straight battalion inn still conduces to promotion brand image, zhou Chengjian thinks, “Although large the investment return rate with straight battalion separate store is not high, investment pay back period is long, but to establishing brand image, provide the client‘s more perfect consumption experience, and enhance periphery to join in on business confidence very helpful. And enhance periphery to join in on business confidence very helpful..

The change of channel already was become inevitable. From 2009 Chun Xia begins, ME&CITY begins to own independent store, 2009 the end of the year, beautiful country will be opened 25 to 50 ME&CITY brand shop.

And it is OK that the investment cost of this kinds of brand shop is not average agent susceptive, considering the transmission result with first brand, at present beautiful country also can be self-supporting only the heavy investment that give priority to; and goes up in promotion brand, meet necessarily again progressively will “ small capital fund “ aggravating.

Install room Nai beautiful benefit to march message of Shanghai big scenic, became the get rich way of certain businessman unexpectedly. Recently, a Chinese is called “ bring room Nai beautiful benefit “ Jing of dress brand advertisement a few forum are medium now, caused the outcry that brings room song to confuse.

It is reported, “Bring room Nai beautiful benefit “ already was grabbed to note by firm of dress of a China for brand, its dress already also made public a sale on the network. Yesterday, how to after the broker company of the room hears the news, express, will undertake investigating instantly to this matter. Install room Nai beautiful him benefit to also be responded to say, although oneself fashionable style can get of the businessman approbate very glad, but the bounds that hopes the behavior of a few people does not surmount law.

　　 Downwind car is built after be being registered first

On July 11, 12 days, install room Nai beautiful benefit to be about to be in Shanghai large stage marchs for its Chinese inland leaves first degrees sing, but the person has not arrived, the businessman that uses its name number to solicit the business already go ahead of the rest one pace. According to installing room Nai beauty the song of benefit confuses report, was recently in forum of a few networks, appear again and again a Chinese is called “ bring room Nai beautiful benefit “ dress brand advertisement, clean out the link of treasure inn with this brand. The time starting shop that the reporter discovers this inn is to be in this year March, the clothing that its sell is given priority to with dress of Han edition fair maiden. Reporter immediately and seller get in touch, the other side says its just are in charge of the sale agent on the net of this brand, and a company that the owner of this brand is Beijing.

The reporter inquires through door of The Ministry of Commerce and Industry, “Bring room Nai beautiful benefit “ 5 words are in early was registered to make dress trade mark by a company of Beijing 2005, its suitable scope is from dress underwear, swimsuit arrives even more infantile dress. No matter the time starting shop from the net still is the near future,frequent advertisement offensive looks, conceal up to now the businessman rises to surface right now, it is the suitable windmill that wants to build the travel that installs inland of room Nai beautiful benefit apparently.

　　 Reaction of company, song confusing is strong

Land of the home in marching first is grabbed with respect to experience full name record event, install room Nai beautiful benefit and its broker company to feel open-eyed greatly, express to will undertake investigating obtaining evidence to this matter. And how him room expresses, although very glad somebody regarded her style as fashionable Bible, but also hope not to want somebody to do the business that surmounts law.

The reaction that the song confuses is more strong, the behavior that they are embezzled by the businessman to God full name expresses to protest, and appeal song confuses collective to boycott this brand. A few netizens also point out, allow without oneself, make free with its are true surname master brand has tort suspicion, be pair of actor at least do not respect. Also the analysis weighs somebody, behavior no more than of the businessman is namely attract public eyeball, and this kind “ originality “ not any technical content, the development to a brand does not have any benefit.

　　 Real full name is grabbed note more infrequent

The full name that the businessman uses public figure grabs the act that records brand not fresh, but it is to pass homophonic to wait mostly hit “ edge ball “ means, for instance: “Have diarrhoea stops “ (Xie Ting sharp edge) card antidiarrheal, “ flow slipperily “ (Liu Dehua) card handwriting correction fluid, “ Wang Xiao duck “ (Wang Xiaoya) card eider down is taken etc, but picture “ bring room Nai beautiful benefit “ so direct register the circumstance fact that is brand to be with the real full name of public character infrequent.

Legal expert expresses, our country active law registers celebrity full name to grabbing and do not have prohibit sexual regulation. The basis is active “ trademark law “ , brand of national brand total bureau evaluates committee to counterpoise not to undertake the checkup of materiality to the full name, any average per capita can have the full name brand is registered (include famous person) , should accord with only so “ trademark law “ , can pass first trial, if be in 3 month of first trial inside announcement period unmanned demur, this brand is registered smoothly namely. Accordingly, the full name that eye comes round to say public character wants to put an end to his is grabbed to note is impossible almost, unless celebrity will be all,brand category was registered. But the expert also points out, even if brand registers a success, as long as by the public character demur of tort, still also can apply for cancel brand, remove an effect.