1. Factory (goods) direct purchase (there are about 3,000 kinds of goods in a store, most of which are directly ordered from more than 800 factories in China, ensuring low prices).
It broke the traditional business model, that is, it no longer purchased goods through a third party, but directly found a factory to do OEM work, eliminating all intermediate links and saving a lot of channel expenses, thus ensuring the price advantage. In addition, in order to improve the taste and grade of the whole brand, we choose to purchase some goods abroad. In this way, on the one hand, it can improve the competitiveness of goods, on the other hand, the self-proclaimed "foreign import" is also slightly untenable.
The founder of a well-known micro department store once pointed out in an interview that the gross profit of its products is only 7%-8%, and the secret of ensuring high quality and low price lies in "three highs and three lows", that is, high quality, high efficiency, high technology, low cost, low gross profit and low price.
2. The circulation of commodities is fast (the circulation time of commodities in general department stores is 3-4 months, and Ye Guofu has invested heavily in developing a supply chain management system, and the circulation time can reach 2 1 day).
Like the "fast fashion" in department stores, products are updated frequently and circulated quickly. There are many kinds of goods, but the number of single items is small, which can improve the decision-making speed of customers and ensure the circulation speed of goods. "You only need 5 minutes to choose a pair of gloves in the micro department store, but in the supermarket, you may have to choose 15 minutes because there are too many styles.
In addition, the frequency of product updates is high, which can effectively drive consumers to spend many times.
3. Create an atmosphere to mobilize consumption
The space utilization rate is high and the aisle is narrow, so compared with many traditional retail pavements, famous shops are relatively lively and even hot. In such a scenario, consumers are easily in a state of excitement and impulsive consumption.
4. Network operation (fan operation, accumulating fans through WeChat activities, famous products currently have more than 8 million users with WeChat subscription number)
Although it is a physical store, famous products are very good at network management, so that all chain stores can realize the operation mode of "small front desk and big back desk". The front desk is responsible for store operation, and the back desk is responsible for market research, product design and development, commodity inventory control, brand marketing, logistics and distribution. To support the normal operation of the store.
5. Design control
Co-founder Miyake Junya is an internationally renowned fashion brand signing designer, who controls the design core of goods;
6. Joint with capital
Invest in joining, investors lease and decorate shops, carry out unified distribution and sales management of famous products, and investors participate in turnover sharing to improve the speed of opening stores;
7. Global thinking
The global export designed by Japan is seamlessly connected with the global procurement strategy. At present, 20% of the products sold in China market are purchased from abroad, and the layout of stores is gradually becoming international, starting from Tokyo, Hongkong, Singapore and Dubai.
25 secrets
MINISO's famous and excellent products have achieved the rapid penetration of the future consumption concept, enabled the brand to gain a firm foothold in the market quickly, won the love and pursuit of rational consumers, attracted more than 654.38 billion people to shop and spend every year, and led the new trend of global excellent products consumption.
First, the outlook on the future: learning from nature is unpretentious.
With the unprecedented prosperity of the world economy, the consumption of material life has ushered in extreme polarization. On the one hand, it is blind pursuit of luxury brands, on the other hand, counterfeit and shoddy goods flood the market; At both ends of M-type economy, huge operating profits and irrational consumption concepts are widely spread and accepted.
In Japan, irrational consumption concept was once very popular. Mr. MiyakeJyunya, a famous Japanese original ecological designer, felt the irrationality of this consumption concept, reflected and criticized this popular concept, and founded the brand of "MINISO Famous Product" and the concept of "Life Excellent Product Consumption" in life and leisure department stores. He pursues the life philosophy of "simplicity, naturalness and rich texture" and the brand proposition of "returning to nature and restoring the essence of products", which not only requires the rationality of the price. It also requires the environmental protection return of products and materials, adhering to a future development concept, learning from nature, and creating a rational and sustainable consumption concept belonging to the public.
With the growth of consumers after 80s and 90s, more and more people pay attention to the natural ecology and environmental protection, and personalized consumption demand has gradually formed, and gradually derived a simple and unpretentious rational consumption concept. They no longer blindly pursue luxury and waste, and they no longer blindly pursue low-cost convenience. They have a richer interpretation and more full decoration of their own lives, thus deriving a coordinated, unified and complete pursuit of all aspects of life.
MINISO's famous and excellent products are based on the orientation of "basic" and "plain" life, and do not deliberately emphasize the so-called fashionable luxury, nor do they agree with the predatory purchase and possession of low-priced products. On the contrary, MINISO's famous products develop goods from the perspective of future consumption, so that all designs can return to the original point-learning from nature and being unpretentious; Fade away the glitz and return to the truth. As consumers pursue the individualization of life and return to the rationality of consumption concept, this consumption concept will inevitably be more and more loved and favored by the public.
Second, global procurement: the design is based on this material.
Design is the soul, which can catch the eyes of consumers; Based on materials, we can firmly lock in consumers, change from new customers to old customers and become loyal old customers. MINISO famous and excellent products firmly grasp these two key points, focusing on design, raw material development and quality control, so that consumers have feelings, hobbies and attachment to the brand.
In order to realize the brand's future consumption concept, MINISO Famous Excellent Products established the world's first "Life Excellent Products Consumption" laboratory (SPLCL). MINISO famous products from design to procurement, think what consumers think and do what consumers need. Starting from simple design, we seek the most natural and essential product raw materials, form a strategic cooperation model with outstanding global manufacturers, and export design prototypes, technicians and quality supervision. Control the cost of products from the source, check the quality of products from the source, so that brand-new high-quality products are put on the shelves every week, and eliminate products quickly through database and field analysis and research, so that all products meet the actual needs of consumers.
As a pioneer and leading brand in the field of global quality goods consumption, MINISO has made great efforts to provide consumers with safer, more reliable and lower-priced daily necessities by selecting suitable materials on a global scale through large-scale global procurement. More than 80% of the products produced by MINISO come from Japan, South Korea, Singapore, Malaysia and other places. MINISO famous and excellent products have always been the vane of the global consumption trend of excellent products.
Third, series production: department stores cover life first.
In a world full of brands, due to the excessive promotion of a single product brand and the excessive consumption of channel links, the prices of most products contain too much added value, while the brand and promotion of a single product brand are bypassed by MINISO, thus ensuring the maximum price discount of each category of single products through large-scale procurement and direct sales channels on the basis of ensuring product quality and convenience.
Today's MINISO famous products are mainly life and leisure department stores, including creative home, health and beauty, fashion accessories, office supplies, cultural and sports gifts, seasonal products and other eight categories, with products exceeding 10000, covering all aspects of life; According to the flow structure and consumption demand around each store, different categories are matched for distribution to meet the consumption demand of each region.
MINISO famous products pursue simple and unpretentious design style, and also pursue simple and coordinated lifestyle. The research and development of each product focuses on the rationality and durability of the product from the user's point of view. At the same time, we also attach great importance to the development of product series, so as to ensure that all products can be freely matched and perfectly integrated, making the matching in all aspects of life simple and convenient.
Fourthly, exhibition aesthetics: the implementation of comprehensive experience standard.
In terms of display, MINISO's famous and excellent products continue to adhere to the simple aesthetic style and integrate into the principle of warehouse display, transforming the original loose supermarket display into an orderly display, taking into account the aesthetics and fullness of product display. At the same time, more importantly, MINISO's famous products integrate the concept of product experience into the exhibition, requiring terminal stores to build standardized display, product experience area and product experience platform, so that consumers can fully grasp the practicality and decoration of products on the spot, buy them with confidence and use them comfortably.
MINISO famous products have professional exhibition manuals, and each store has professional exhibition instructors. The lecturer's concept of store display is not only based on the professional specification of the display manual, but also comes from the familiarity and analysis of the surrounding situation of the store. Before distributing the goods, the exhibition instructor will investigate and analyze the store environment, including the surrounding environment of the shopping mall, the retail volume of the business circle, the distance from the store to the station, the number of customers, the number of property tenants, the age level and gender ratio of regional consumers, the passenger flow trend of the shopping mall, and whether the surrounding area is a business circle, residential area or school district. , so as to formulate the optimal distribution scheme and realize the ideal display mode.
Chain operation: brand effect of scale channel
Since 20 13 entered China, in a short period of time, MINISO famous products have blossomed everywhere in Guangzhou, Shenzhen, Shenyang, Weihai, Dongguan and other cities, successfully opening the door for MINISO famous products to enter the China market. At present, the opening speed of MINISO famous and excellent products in China is ahead of other similar brands in China, and it has more than 50 direct chain stores in China, and it has been developing continuously at the rate of 20-30 stores per month, which has become a large-scale trend.
According to the observation report of China Pedestrian Street format researcher on famous and excellent products, "10 yuan" and "import" are two key words of famous and excellent products. If you buy high-quality imported brand goods at cheap prices, customers will naturally be enthusiastic. In addition, the business model of MINISO's famous and excellent products and its advocacy and admiration for "excellent product life" make up for the vacancy of China market in consumption upgrading. In the process of chain operation of MINISO famous and excellent products, the concept of "fast fashion" rising in the clothing industry is integrated into the field of life department stores, and the brand chain effect is created through the chain scale, forming a brand effect chain at the fastest speed, so that more people can know, understand and be familiar with the brand of MINISO famous and excellent products, and more and more people can realize the interest and fashion of life.