Fast Fashion New Army SPAO'S Star Breakthrough

< p > when a brand is grabbed by its endorsement star, it is a blessing or a curse. Does the consumer remember the brand or remember the star derivatives? In the long run, it is a risky strategy, but under the control of E.Land, the biggest fashion circulation company in South Korea, it has become the edge of the new brand.

< /p >

< p > SPAO brand is located in China's first store of a href= "//www.sjfzxm.com/news/index_p.asp" > Shanghai < /a > People's Square. It has 3000 square meters of area. In the rare huge buildings, shelves and columns are full of star posters. Even behind the cash register, there are many star videos. Even the shopping bags with stars are in the vicinity of the nearby restaurants and subway stations. The SPAO brand is undoubtedly building an attractive star magnetic field. On the day of the opening ceremony, the total number of 12 thousand and 900 consumers is surrounded by three circles and three circles.

< /p >

< p > Yin Hongcan, general manager of the SPAO brand of Korea's clothing and love group, told the Global Entrepreneur: "all are packed and saturated - no more people can squeeze in."

Only 3 days after opening, sales reached 4 million yuan. The Korean media community exclaimed: "just 3 days, it has exceeded 1/3 of the target sales target for the first month".

< /p >

"P >" Fang Lei, deputy manager of China clothing and marketing department of China, said, "broke the internal record of the group, and did not have such a high sales performance on the day of brand opening."

Finally, the first month sales of a single store hit 16 million yuan.

Pu Shengxiu, President of the clothing and love group, has also made a high-profile announcement of the future plan: by 2015, 50 SPAO outlets will be planned in China, with sales reaching 500 billion won (about 2 billion 850 million yuan).

< /p >

< p > < strong > Star edge > /strong > /p >

< p > originally, this is a very difficult matter.

SPAO brand is the first time that Korean clothing and love group has adopted the SPA (private brand professional retailer) mode to attack the market.

< /p >

< p > SPA is a whole industry chain integration operation mode from commodity planning to manufacturing and terminal retail. In the 80s of last century, it was put forward by GAP, Japan UNIQLO, which promoted all business links in SPA mode, and there was no intermediate link. The advantage was characterized by "parity" of two words.

SPA's latest fans, ZARA and H&M, have brought the new product design update speed to the extreme, creating the novelty of the clothing industry with the two strategies of "parity" and "fast fashion".

< /p >

"P", but South Korea's love for China's strong enemy: Sweden H&M, Spanish ZARA, American GAP, Japanese uniqo, German C&A, French UR...

How did the latecomer of the fast and fast fashion brand let the Chinese guests go into the SPAO and then break the market pattern? < /p >

< p > "Korea's best resource is stars."

Fang Lei said categorically.

< /p >

< p > from 2010, when the SPAO brand was born in Korea, it actively joined the "Sky Group" with the popular star combination, and took the star Legion as the breakthrough weapon for cutting the market.

Yin Hongcan said to "Global Entrepreneur", "the start time is longer than UNIQLO and ZARA, and SPAO comes from Korea, which is popular in K- POP. It is a natural choice to enhance popularity with star help."

< /p >

< p > spokesperson strategy is not new, but SPAO's strategy is to create a high sense of integration between brands and stars, or even to achieve "seeing stars and thinking about SPAO". This depends on the deep cooperation between the group and SM, the largest entertainment broking company in Korea.

< /p >

At the beginning of the brand P, the two sides set a long-term plan of brand competitiveness which is highly integrated with the brand image of the stars.

Zhu Qinghua, a light industry researcher at CIC, said: "SPAO and SM are not a one-time cooperation, but a joint venture to set up a company to connect the brand with the star image and maintain the sustainability of equity."

In 2009, the two giants of Korean clothing and entertainment came together and vowed to jointly create a fast fashion brand belonging to Korea. The holding ratio of the clothing and love Group Holdings 51% and SM accounted for 49% of the shares. A company named ALEL was set up to promote the SPAO brand.

< /p >

< p > June 2013, clothes and love also pferred all the shares to SM entertainment with 1 million won yuan "friendship price".

Zhu Qinghua also said that "clothing and love used to introduce new brands to pay more attention to the star effect, but it is the first time for a clothing brand to cooperate with entertainment companies to set up a joint venture."

< /p >

< p > its strategy is to endorse one of the most popular men's and women's groups, and fans become the solid consumer base of the brand.

In the spring and summer of 2012, the endorsement group was adjusted from the girlhood to F (x), and the Super Junior of the men's group remained stable.

As Fang Lei said, "no other star in the region can get to the South Korean stars to get the craziness of fans." Korean brokers are good at mobilizing and controlling fans' enthusiasm. Their successful star making campaign also lays a unique resource for the SPAO brand.

Super Junior, who has been on the road for 8 years, still maintains the popularity of the Asian heavenly kings, and its fans have grown to be the main force with mature consumption power.

Even SPAO's original planned star meeting was not approved because of its high popularity.

< /p >

< p > "other brands feel that stars are far less than brand names and are just the mouthpiece of brand clothes. But for SPAO, stars are brands, which is a more extreme way."

Yin Hongcan explained.

< /p >

< p > its extreme degree is even reflected in the strategy of "all brands are coming with stars".

< /p >

< p > for example, SPAO men's clothing is divided into two lines of life, leisure and business entertainment. The personification of the brand makes the more than 10 members of Super Junior differentiate according to the star temperament and screen image. The stars who are closely integrated with the SPAO dress and windbreaker are only limited to three Lee Hyuk Jae, Choi Siwon and Cho Gyuhyun in the team.

< /p >

< p > Zhu Qinghua told Global Entrepreneur, "this is definitely a wise choice, with many members, different personality styles, and a wide range of influence on consumers."

< /p >

< p > it is even defined as "another star's derivative". SPAO brand shop experience is like a close contact with the favorite star.

"When you look up and turn around, you can see the photos of the stars. The 8 55 inch big screen shows the stars' performance video. The shop that feels like a castle feels the best time to catch the fans' heart."

Yin Hongcan described it.

< /p >

< p > SPAO magnify the marketing effect of star image at all levels as far as possible, "other brands will do it, but we are more extreme."

Under the same demonstration effect, the star assigned to find the green vest or Victoria Song wearing a baseball suit worn by Shirley and Amber.

There are also fans who come specially to take photos with stars or posters. Of course, photos are not forgotten in WeChat's circle of friends. This has become the best publicity for SPAO.

< /p >

< p > its portable shopping bag is also the representative of this "extreme".

The brand of clothing and love rarely has mass advertising in the media. Its strength lies in the terminal channel, and the Rome column and other elements carefully create the high-end image of the shop. As long as the guests can take away, the clothing and love products are very willing to spend money on product packaging, gifts and other materials, and shopping bags are naturally among them.

Fang Lei, who is willing to spend money on such an expensive bag, has received positive feedback from fans. He also met with fans who wanted to spend money directly on fans with star shopping bags.

< /p >

< p > {page_break} < /p >

< p > in fact, the super large handbag is 25 yuan and the medium-sized handbag is 15 yuan, and SPAO's shopping bag has been scrambled by fans on Taobao.

During the opening period, these shopping bags also became one of the best publicity materials. "Is this not Zheng Xiujing and Victoria Song?" passers-by saw the entire Tibet road and Nanjing east road carrying such handbags.

< /p >

< p > with the fans' preferences, SPAO's interactive activities gift has become the celebrity signature poster, photo, Super Junior official micro-blog can not see the exclusive greeting video, exclusive fans meeting opportunities, these have become fans loyal reasons.

The four floor of the Ming Dong store in Korea is known as "EverySing". This has become a rare space for exhibiting the surrounding products of SM's stars.

< /p >

< p > < strong > positioning war < /strong > < /p >.

< p > Star strategy can only break through. The cornerstone of brand success is differentiated positioning strategy. SPAO puts forward the concept of "All Generation", whose ambition is like "Made For All" like UNIQLO.

Yin Hongcan explained, "the style of UNIQLO is very simple, not good or bad, which is a strategy".

SPAO positioned the overall style as close to the traditional classics of UNIQLO rather than ZARA.

On the one hand, these classic models come from the American style campus genes of the clothing and love group. On the other hand, they come from the best sellers in the market, such as snow boots, Doudou shoes, canvas shoes and so on.

On the basis of classic style, SPAO has worked hard on buttons, zippers and other accessories, as well as for Chinese people, such as adjusting and optimizing the pockets and internal compartmentalization of "pig nose bag".

The price of SPAO is even lower than that of UNIQLO.

< /p >

< p > differentiation strategy is based on the classic and fashionable one.

< a href= "//www.sjfzxm.com/pioneer/" > Fang Lei < /a > said, "I use popular words to summarize SPAO's strategy is beautiful."

UNIQLO chooses clothes, even loyal fans, not because of its beauty, but because of its unfashionable style and warmth.

The environment of UNIQLO store is paved with a bright white light source, and guests can pick things quietly. Their characteristics are summarized as "quiet".

< /p >

< p > but SPAO stores are lit up by point light source, with high light, dark, rich vision, and a sense of amazing jumping. Background music creates a "lively atmosphere".

The goal is to make the product feel good at first sight, such as simple home clothes, and SPAO will add cartoon elements.

Compared with UNIQLO, SPAO's color is more vivid and bright, and the youth color of bright red and green is dripping out in the stars of Super Junior and F (x).

< /p >

The difference between "P" and "vision" also fits the characteristics of fans.

Fang Lei said, "UNIQLO emphasizes the functionality is that its guests are willing to learn and naturally strengthen this. Our customers eat stars, so we let the beautiful products and star image enlarge."

< /p >

The < p > SPA mode is a new attempt of the clothing and love group, but its accumulation in the past also conveys adequate nutrients for SPAO.

First of all, we have a clear understanding of Chinese consumers' aesthetic habits.

Li Hongyan, senior manager of commodities planning department, said, "20 years of research in the Chinese market have been well understood."

For example, the sales of Chinese outfits are better than those of South Korea and the sales of women's clothing are much higher than that of the Korean market.

With the accumulation of consumer insight, SPAO adjusts the structure of commodities in accordance with the preferences of Chinese customers. One or two of its stores are women's casual wear and men's wear is on the three floor.

< /p >

< p > < < a href= > //www.sjfzxm.com/news/index_h.asp > > Fashion > /a > low sensitivity Chinese men. SPAO also introduces business product lines outside casual wear to meet its needs.

< /p >

< p > the accumulation of love and love has accumulated 6700 counters in China over the past 20 years.

This means that it can quickly acquire first-hand consumer feedback and grasp market information.

Another important market signal for clothing and love is that the high-end luxury goods market is shrinking, and the mentality of Chinese consumers has been changing.

By the end of 2009, clothing and love also saw changes in the Korean consumer behavior, and finally paid a heavy bet on the SPA model.

Now the market opportunity appears again in China. Yin Hongcan said, "the best time to develop SPA mode is now."

< /p >