How to better serve Chinese female consumers, McCaw's key words are fast fashion and the female community. On the one hand, it provides a fashion product that is affordable on the one hand, and on the other hand, provides a community for exchanging and sharing experiences. Fashion, fast fashion design to meet the people to enjoy the fashion at a low price. In fact, fast fashion brand is not a creator, but a quick responder. Neither are keen to create trends, but rather react quickly to existing fashion trends. The same is true of Jimmy's product philosophy, giving customers unparalleled value by providing the best, best-of-breed, and up-to-date fashion products. In fact, capturing the emerging fashion trends, accurately identify and quickly introduce the appropriate clothing styles, not easy. Currently the domestic clothing brand, a clothing from design to sale the time required, usually takes about 6 months. This means that to achieve fast fashion, product design made six months ahead of schedule, must be constantly adjusted. Mecoxlane will send buyers to show all over the world, record the young fashion leaders dressed, but also from the street culture, art exhibitions, media events, major events in the search for inspiration, continuous analysis and integration, from a variety of factors, refining Out valuable information, and through continuous verification, the design of the final product. People visiting Mecoxlane's design department often amaze mouths. Hundreds of square meters of open office area, covered with a variety of trendy clothing, most of which are buyers Amoy from around the boutique, there are some unfinished clothes, designers lurking among them, Designed blueprint, immediately sent to the dressing room next door. Clothing room, in addition to sewing machines, the same is a variety of colors, materials, fabrics. Clothing master quickly turned blue into clothing. Mecoxlane signing model to try on immediately. At this point, Mecoxlane's design team, and even sales and marketing teams, often come together to discuss which clothing is most popular. From popular colors to mainstream style to style details, and strive to fit consumers from "hope to have" to "have to have" products. Fast, Cheap In the retail industry, the rapid reaction of light assets and supply chain is almost a paradox. To solve this problem, we must systematically integrate upstream and downstream resources, and on the one hand we need IT systems to integrate warehousing, logistics, purchasing and production All aspects of interoperability, on the other hand also depends on the team's high degree of collaboration. In McCaw Lin, the design passes the sample clothing shop will be passed to the Purchasing Department, the Purchasing Department is responsible for the design and production to be the number of production, the appropriate contract manufacturers. In order to ensure product quality and control costs, most of McCormolin's manufacturers are export-oriented enterprises. Under the cruel export market, they have time to deliver, quality control and cost control. This makes it easier for Mecoxlane to take control, including replenishment, quality control, tracking and more. In McCaulyn, there are more than a hundred quality control teams, which are several times the size of the purchasing team, who spend most of the time outlining the quality control of thousands of products each year. To reduce risk, McCawlin spreads orders across multiple suppliers, each of which accounts for only 10% to 20% of a single supplier's production. Because of the compression of the intermediate links, the price advantage of Mecoxlane is even more pronounced. In order to maintain a lower logistics costs, McCaw Lin logistics center only in Shanghai Songjiang, and distribution outsourcing. Mecoxlane's strategy is, in accordance with the different products, decide on different delivery deadline, for the urgent need to ensure that the morning set afternoon delivery products, apparel products 3 to 4 days, delivered to the hands of customers can also ensure satisfaction. Call center customer service staff, not only to record the details of the customer for the marketing department to provide support for the analysis, but also must understand the product price and payment system, the different needs of customers in a timely manner to make adjustments and responses. Multivariate, McCaw forest community started up direct mail, after 12 years of development, has accumulated a huge user database. Customers who have had a shopping experience in McCalllyn will be entered into McCaw's database, regardless of the channel, including the user's name, address, telephone number, occupation, family member, etc., as well as personal preferences, purchasing trends, purchased Product price, fashion preferences, etc., in the front-line design, sales, customer service, logistics on the basis of mining customer needs as a decision support. After analyzing numerous user needs, in 2006 McCallin partnered with Nissen, Japan's largest mail-order company, to introduce its seasonal designs. In 2009, McCaw joined hands with the well-known American fashion brand rampage to develop apparel accessories that are tailored to the characteristics of Chinese women . It is understood that the current McCaw's two brands are still constantly broken down, depending on customer age, occupation, produce a variety of optional style. Also based on a database analysis, Mecoxlane is also growing with its customers to continuously expand its product line. Just 20-year-old women, more preferences McCawkaring's clothing products, both style and price, are very much in line with psychological expectations, while the 26-year-old woman may have married, increased demand for household goods, may also Will buy something for her husband or boyfriend, so McCaw increased the home product line and some men, while older, may pay attention to skin care and health, McCaw developed the beauty care product line, and then a few years, may have My own child, McCaw Lin provides some maternal supplies. Among all the retail enterprises in China, only McCormill is the only one in order to serve the concept of female customers, both in terms of product line design and sales channels, and strive to provide all-rounded women's services within reach, and the formation of women Exchange community to share common experiences and experiences. Some people describe the clothing market as a battlefield where smoke everywhere, and McCaw forest view, it should be gentle and fresh wheat fields, McCaw forest look forward to providing this service.