Dora Isabella to open up the "Shu Shu" market

At present, the domestic women's market, such as Masfill such brands are known as Shu-Shu; like ONLY such as the brand known as less Shu-loaded. While Dora Isabella is located in "Shu Zhong Shu", 30-40-year-old woman is its main consumer group.

Dora Isabella is Wuhan Kangli Group brand new in late 2011, is currently focusing on creating the brand. 2013 CHIC, Dora Isabella brought 4 series more than 60 sets of clothing.

Prior to Cornell Group has been the two brands Isabella and Jones, Isabella has been running for 13 years, Jones has also been Isabella six or seven years. Located in middle-aged women's Isabella and focused on a single category of leather goods Jones Isabella, over the years with other Chinese women's clothing brand, take the wholesale running mode, with their agents at all levels to sell The national market, such as Jones Isabella Although seasonal sales, but it is in Suzhou, Hunan, Chengdu and other regions are selling well.

Dora Isabella, who insisted on branding, is the result of the transformation of the Coriolis brand management.

Yuan Chonghuan, chairman of Cornell, said that the wholesale model has lagged behind in the current market environment and that Dora Isabella is Isabella's "upgraded version." Yuan Chonghuan pointed out that brand segmentation is the trend of the times. At present, the brand positioning of the domestic women's market is either over-aged or over-young, and the middle-aged market in the middle age group is relatively blank.

In fact, choosing Zhongshuang as a field is also the Kangaroo Group's differentiated choice after analyzing the characteristics of other Hanpai women's dresses. Chinese women are currently mainly distributed in Dresses and middle-aged women's clothing area, mainly for women over the age of 35 service. The new Dora Isabella, hope and they are different.

Dora Isabella currently based on the Wuhan and Hubei markets, radiation surrounding provinces, Jiangxi Province and Anhui Province have opened shop.

Distinguished from most women's brands are stationed in various cities in the high-end, fashion shopping malls as the main goal, Dora Isabella in the channel selection on the main community shop.

Wuhan Sanxin district is a new real estate before and after 2009. In September 2012, Dora Isabella opened a 120-square-meter home-owned flagship store in the district. Currently in Wuhan, like Sanxin district flagship store this community shop, Dora Isabella opened a total of seven. Early, single-store annual sales of about 1.5 million yuan.
Outside the community store, Dora Isabella currently has two department store counters in Wuhan. One is located in the third floor of Wuhan World Trade Department Store and the other is a 21st Century Shopping Mall under the Han Merchants Group with an area of ​​60-80 square meters.

Hubei outside the province of all prefecture-level cities is also its key markets, Shiyan Wanyan shopping malls, Jingmen Oriental Plaza, and other cities of these mainstream shopping malls have Dora Isabella's counter.

According to the plan, community stores account for up to 70% of the total channel, while the remaining 30% go to shopping malls and shopping malls. At present, it has 36 stores in Hubei, Jiangxi and Anhui provinces.

In Yuan Chonghuan's view, Dora Isabella's counter in the mall is more to play the role of image promotion and brand promotion, community store is its "home."

His analysis pointed out that from the positioning point of view, the community stores the target consumer is relatively concentrated, spending more purposeful, and once cultivated, member customers will become the main consumer group. The mall's passenger flow is relatively decentralized.

From the perspective of cost inputs, the cost of initial investment in community stores is larger, but the actual monthly operating costs are much lower than those in the shopping mall. From the sales perspective, due to relatively stable passenger traffic, community store revenue is relatively stable. From the management point of view, do the terminal retail must have its own profit model, shopping malls of all types of marketing activities are in accordance with the pace of shopping malls, brands can only be with, but in the community shop shop floor shop, store management and Management can better implement the brand's own philosophy.

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