On September 21, the “International Forum for Business Models and the Founding Ceremony of the US Northwest University Business Model Research Center” sponsored by the HSBC Business School of Peking University was held at the St. Stephen's Hotel, Zhonghai, Longgang District, Shenzhen. At the inauguration ceremony of Northwestern University's Business Model Research Center, Frank Mulhern, Associate Dean of Northwestern University's School of Integrated Marketing and Communication, announced that: Nochi "China's SPA with Chinese characteristics" was selected as the first case of Northwestern University's Business Model Research Center. Chairman Ding Hui issued the certificate.

As the active explorer and practitioner of China's SPA model, Nuggi's chairman Ding Hui was invited by Peking University's HSBC School of Business, and Frank Mulhern, and Vice President of Peking University Hai Wen, Wei Wei, Vice President of Peking University HSBC, and Wei Qing. University of Economics and Management Professor Zhu Wuxiang and other authoritative experts conducted business model practice case dialogues. Noci's SPA with Chinese characteristics (SPA is an abbreviation of Speciality of Private Label Apparel, translated directly into a private brand clothing specialty retailer) is the focus of conversation.
It is understood that after the announcement of the first research case of the Noci Model as a research center, the research team of Peking University's HSBC School of Business and Northwestern University will conduct in-depth research on the innovative use of the SPA model and publish a case for publication. , and is expected to be included in the Harvard Case Library to share with the world. Prior to this, Noci's "Customer Relationship Management and Database Marketing" was incorporated into the EMBA textbook as a case by Northwestern University, and in 2011 he was incorporated into the "Harvard Case Library" of Harvard University.

Vice President Frank Mulhern of Northwestern University in the United States presented Mr. Ding Hui, Chairman of Nooch, with a selection certificate and a photo

Typical use of innovative SPA mode <br><br><br><br><br><br><br><br><br><br><br><br><br><br><br><br><br><br><br><br><br><br><br><br><br>Noki started the exploration of clothing retailer brand in 2001. After more than 10 years of exploration and development, as well as the integration of supply The model, which is a professional retailer with independent clothing brands, has become a pioneer in the domestic SPA model.
In the process of development, Noch combined the characteristics of the domestic market, subtly integrated "membership database marketing" into the SPA model, which further improved the precision supply of the SPA model, and initially formed a SPA model with Chinese characteristics. The "Noci Customer Relationship Management and Database Marketing" independently developed by Norwich was incorporated as a case study EMBA teaching material in 2010 by the United States, and in 2011 it was incorporated into the "Harvard Case Library" of Harvard University.
“Our model is different from the traditional clothing brand. Our model is the terminal retail first, through the control of the retail terminal, directly experience the market demand and changes, and then quickly respond to product development, production, supply and sales It is to grasp the product development and retail terminals at both ends of the 'smile curve' and outsource the production with lower added value, explains Ding Hui. At present, this kind of "market demand-oriented rapid product supply strategy" is the most advanced business model in the apparel industry in the world. This model is adopted by international successful brands such as Spanish ZARA, Swedish H&M, and Japanese Uniqlo.

Ding Hui, Chairman of Nochi, presents the keynote speech of Nochi Chinese characteristics SPA model

Innovation Drives the Development of Norwich Stable <br> Analysis of the industry, this is mainly caused by the clothing brand traditional provincial agency system and "order system" model caused. The traditional Chinese brands adopt a product supply model of first-level agents to agents and franchisees, which tends to lead to prolonged product lead-times. In addition, there is no direct control of terminal demand information, and they cannot respond to the market in a timely manner, which tends to result in a backlog of inventory. .
Nowadays, faced with the industry crisis, Quanzhou shoes and apparel industry brand companies who have been in the early stages of the attack will start the “second war”, shifting from an over-reliance on the wholesale business model to a consumer demand-oriented retail business model. . At the same time, in order to more effectively increase the customer's store entrance rate and purchase rate, they also continue to deepen supply chain management and optimize channel construction.
For many years, Nokio, who has been committed to channel construction, has controlled product R&D and design, and has managed the retail terminal directly. All production is outsourced and directly facing consumers. In order to further improve the supply chain response speed, Noci committed to the entire information management of the supply chain, and independent research and development of IEAP system to achieve real-time information sharing from the retail terminal to the headquarters of various production processes, and through the timely analysis of pin information feedback , Responsiveness, to prepare for the recovery of single production and new product development in advance. The extremely fast supply chain management model not only rapidly responds to market demands, but also reduces the cost of product circulation. Multi-batch and small-batch supply models effectively control product inventory risks. In addition, Nokia's "Membership Database Marketing" profoundly taps the needs of its members, realizes the accurate supply of products, and reduces the risk of blind development and supply of products.
Under the environment of the overall decline of China's shoe and clothing industry in recent years, with its advanced business model and innovative development, Norwich maintains a low level of inventory and a certain degree of growth every year, and has received extensive attention and recognition from the society. In May of this year, Fujian Provincial Party Committee Secretary You Quan and Governor Governor Su Shulin led the inspection team of the Provincial Party Committee and Provincial Government. Accompanied by the leaders of Quanzhou Municipal Party Committee Huang Shaoping and mayor Zheng Xincong, they visited Fujian Norwich Co., Ltd. and inspected it. Understand the innovative business model of Norwich and modern information management. In addition, with its innovative business model and application, the company won the “China Seventh China Apparel Brand Annual Award” innovation award and the “China Textile and Garment Industry Top Ten Competitiveness Award”.
SPA model leads the transformation of China's garment industry model According to the prediction of clothing consumer market by Harvard University's Textile and Apparel Research Center, the basic clothing for the general public will become the mainstream consumer, and the retail mode of the SPA model is aimed at mass consumption. group. At present, the great success of companies implementing the SPA model in the world shows that the shopping habits of the mass consumers are leading the development of the clothing retail industry.
The SPA model has only entered China for only a few short years. At present, no real SPA model system has been formed in China and all are still in the development stage. However, based on the current achievements, Nochi learned quite well from the reference of the SPA model, and he can combine the characteristics of the Chinese domestic market to innovate and develop the Chinese-style SPA model. A well-known domestic fashion industry expert said in an interview with the media that the SPA model will continue to develop and reform in China for a long time to come. Clearly, the SPA model has become a major force in leading the transformation of China's garment industry model.
“This time, the Noci's SPA model with Chinese characteristics was selected as the first case of the Business Model Research Center at Northwestern University in the United States. It is a recognition of the Norwich business development model by society and industry. Nowadays, in the clothing industry, the operation through the SPA model has been born. Many international apparel giants, such as ZARA, H&M, GAP, UNIQLO, etc., have a significant reference for the future development of the apparel industry in China.” Ding Hui said that the future core values ​​of SPA are not pre-sale competition, and It is the competition in sales, and it is exactly the competition of speed. Only with faster speed and lower inventory can we achieve longer-term development in the market.

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