服装时尚公司的商业模式分析2.ppt

what value proposition do you offer, to which customer segments? Women Underwear Women (覆盖各年龄层) CUSTOMER OFFER Factory(OEM) 贸易商/定单客户 how do you reach your customers? Women Underwear 品牌店 CUSTOMER OFFER Women E-shop Factory(OEM) Group client Own subsidiaries Distrihution Channel Joint-venture 旗舰店,专卖店 Franchising E-shop Website women CUSTOMER how do you build your distribution channel? Own subsidiaries Distrihution Channel Joint-venture Franchising E-shop Market Entry Strategy 直接投资;投入高,直接管理;有利于公司获得市场信息和产品开发（fast fashion,disign-drive,fouse on consumer）;品牌发展初期; 合作战略;适用于主要的,竞争性强的,而且自营成本和风险较大的市场区域;品牌日益成熟,品牌管理和渠道管理能力成熟 加盟战略;适用于高风险,文化差异大,市场预期小的市场区域. 电子商务战略;新渠道的发展;公司自营 how do you manage distribution channel system? Women Underwear OFFER Factory(OEM) What’s your value proposition ? Global fashion trend Value Prosposition Fast fashion Fresh in season Low price Production management Global fashion trend Value Prosposition Fresh in season Low price Design-driven Copy Fashion; Core Capability Fast-fashion Supply chain management Vertical integration Market-based pricing What’s your core capability ? Design-driven Copy Fashion; Core Capability Fast fashion Supply chain management Vertical integration Market-based pricing 在世界时尚之都东京成立独立设计工作室，贴近国际流行趋势，copy fashion. 内部组建高效的设计团队，能够及时将国际流行趋势和时尚潮流实现在公司产品上； 加强与公司外部设计师资源联手合作，增加产品的竞争力 确定公司的产品周期及数量（2周？3周？）每个周期（？款产品）小批量（？） What’s your activity configuration? Design-driven Copy Fashion; Core Capability Fast fashion Supply chain management Vertical integration Market-based pricing 在品牌发展初期，利用自有工厂实现高效的设计、生产和销售的垂直化管理体系，及时根据市场和消费者的信息来进行产品开发和调整,在品牌发展成熟期，形成科学的生产外包和物流制度体系 What’s your activity configuration? Design-driven Copy Fashion; Core Capability Fast fashion Supply chain management Vertical integration Market-based pricing 目标消费群体为城市主流的工薪阶层， 选择合适的同类品牌作为对标参照进行定价 What’s your activity configuration? Underwear 品牌广告及营销活动 CUSTOMER OFFER Shop windows 店面形象 women E-