EMU Car Guangping: “Quick Sold Out” Leads to Fashion Consumption

Create a new model of "quick sale"

Reporter: In recent years, European fast fashion brands represented by ZARA and H&M have entered China with rapid development. EMU is also a brand that advocates fast fashion. What are the advantages compared to ZARA and H&M?

Car Guangping: ZARA, H&M, UNIQUO and other foreign brands. They have used their advanced management tools to achieve a high level of control over raw materials, production routes, sales channels, and management channels to achieve overall brand output in China, making use of the resources of the Chinese people to earn profits from the Chinese people. Since ZARA opened its first Chinese monopoly in Shanghai in 2006, the number of stores in China has exceeded 60 in just 4 years, gradually penetrating from one type of city to another.

I once went to the Spanish brand ZARA headquarters in 1999 to negotiate general agent matters in China. At that time, I understood and made plans for operating the fast fashion field. Since 2008, EMU has absorbed the essence of international fast fashion brands. Compared with their rapid development from product development to terminal listing, our pre-merchandise plans to establish sales terminals of type A and B through the LOOK-based end product retail combination model. Planning, the use of scientific statistics of the sales data system for the flexible deployment of goods, further proposed and realized from the shelf to eliminate the "quick sale", and more emphasis on the results of "fast." This “thinking I have, I have the best, I have the best people,” the way of thinking changes to EMU has made numerous achievements: the average sales of single stores in 2010 increased by more than 300% over the same period the previous year!

Do not concentrate on the development of regional advantages

Reporter: What are the plans for the next expansion?

Car Guangping: We are not enveloping now and we will focus on developing regional advantages. China is too big. The turnover of a Guangdong province is equivalent to Malaysia. Is Malaysia's most successful brand dare to develop in Guangzhou? Really not. Nowadays, Malaysia's climate is different from ours. There is no winter, no autumn, no spring, only one season a year. We have spring, summer, autumn and winter. Each season's products are different in thickness and color.

The second one is not the same. We don't think we will plan in our business chain. Unlike the European brands in the A-class market, they do not emphasize the digestion period and emphasize the rapid production period. So buy a price increase here and buy a price here. So he is everywhere, his merits can be seen, we will not. Because I emphasize fast sales instead of rapid production, I keep on producing new products. When the new models come out, they are eliminated in 4 or 5 days. I am making new appearances every day, but the European brands have new products and there is no such tail. We define the product's life span and the sales cycle is shortened. One cycle we are 45 days, not that production refers to sales. If there is more than one, we will use special prices to sell in other cities. There are some European brands. I just think of ways to get better and better. This is the inspiration from Japan. The electric light was invented by Einstein, but the energy-saving lamp was invented by Japan. The TV was invented by Germany and it took 20 years to invent the TV. He only needs to invent a remote controller. You will not buy a TV without a remote control and will only be eliminated.

Enable Japanese design team

Reporter: Some of your design teams are located in France, Japan, or are they in Guangzhou?

Car Guangping: No, our design team is mainly in Japan. Why in Japan? In fact, in the eyes of Asians, Japan has a relatively high level of design in apparel. In fact, China is now lacking in terms of design and details, and Japan is the best in terms of details. Learn design style to go to England to learn, learn quality to go to Germany to learn, learn to learn by hand to Italy, learn and design to go to France to learn, learn colors to Korea to learn, learn the details to go to Japan to learn, learn magic to try to come to China.

Reporter: Many corporate development strategies will choose to either be bigger first or stronger first. How will you develop?

Car Guangping: I do difficult things first, and then become stronger and bigger. The hardest thing I do is to do it first, then do it internally and then grow bigger. It's called a matter of course. The most important thing is to be able to do the difficult things and solve the problems that cannot be solved by the average person before they represent ability.

Success stems from love of clothes

Reporter: Business Fashion. We would like to tell you about your own business story and introduce it to our netizens.

Car Guangping: It has been reported many times. I was originally a sports student, and after graduation I became a teacher. Later, because of some opportunities to enter the apparel industry.

Reporter: Do you love clothing when you are young? Or is it particularly sensitive to the United States?

Car Guangping: I have been interested in clothing since I was a child, but real life can not meet my needs. When I was in college, I used two sets of clothes, summer clothes, winter clothes, and sports clothes every day. There were two colors. After graduating, the country gave me a color. It was an army green police uniform. It wore police uniforms every day. From morning to night, I would wear two kinds of clothes in the week after it was finished. One was police uniform and the other was pajamas. I was really tired on Sunday and I can only wear pajamas. Therefore, the clothing in the seven years of life is colorless and unmatched. So I was like a child who was locked up at home and lying on the windowsill. The outside world was wonderful. So I have been longing for a lot of good-looking clothes to wear.

Reporter: You specifically devoted yourself to the field of clothing, and you have been particularly successful. What is the biggest reason? Should you say that you are particularly persistent about this ideal?

Car Guangping: First of all, I love it, love it, and enjoy it. Therefore, it is inseparable from such a strong love to participate in this field.

Reporter: What do you think is to be a young entrepreneur? If you give them advice, if they want to start a business, it should be said that the love for this issue must be ranked first.

Car Guangping: Yes, Edison said that the success is equal to 99% of the hard work plus 1% of the talent, in fact, I want to change it, success equal to 99% of the desire to add 1% of the talent. Like a child, when you asked him to read, he couldn't read it. He only wanted to play the game. Only he really loved the things he liked and didn't need to force him to do it. The same is true of entrepreneurship. You must have a real love, and you will consciously take the initiative in your passion. What comes from success, when you don't need to work, you are willing to come to work, and when you have fun, you also come to work.

Reporter: Music is among them.

Car Guangping: Yes, you like this thing. When I was doing this industry, I found myself very like it.

Reporter: What is your usual style of dress?

Car Guangping: Look who, I have no reason to wear a suit to the playground. You say that you have a culture of dress, I want to see who I am going to do, see the occasion to wear clothes.

Reporter: Do you have a favorite brand?

Car Guangping: I prefer Armani. I think its style and its feel are more suitable for me.