[marketing case] #8203;#8203;ur- use category direct hedge even without the lock（(营销案例) # 8203; # 8203;ur -使用类别直接对冲即使没有锁）.docVIP

[Marketing Case] #8203;#8203;UR: use category Direct hedge even without the lock UR Brand founder Li Mingguang When ZARA, H amp; M and other international fast fashion brands have stepped up in the country, “conquering”, the domestic local fast fashion brands UR outdone: always dominated UR operating outlets this year to join the main steering mode, and to expand overseas channels. UR founder Li Mingguang told reporters the South, in the first six years of practicing internal strength UR expand more slowly this year, Rio Tinto select stores, because he believes that “the future form of the apparel industry in addition to luxury brands and designer labels outside Fast fashion is a big mainstream. “ Therefore, UR took Unlike traditional franchise model --- “class Direct.” The so-called class Direct, is always used as the protagonist of the entire operation, the management and decision-making in the hands grasping Specifically, the franchisee to open one thousand square meters large stores follow the concept of the image from the front, the standard set-to-back production, business operations are consistent with the outlets, and store location UR has a veto. Never advertise for UR, the window is their only advertising is the most important input, if the respective operation by the franchisee, I do not exclude individual may not be able to do in order to save the cost of unification and standardization requirements. “This naturally can not depend on other people. “ So “locked”, the franchisee only in the class is quite a direct role of investors, said Li Mingguang, the only place open only deposit, commission, post adjustment and other details., But also for the franchisee to solve the inventory concerns. Specifically, franchisees do not like the traditional model as self digestion sell products, UR bear all goods and inventory deployment, franchisees operating under the zero inventory closer relationship with the UR. Intensive fabric suppliers