In 2010, the elegant bird made a significant move that set it apart from others. It achieved impressive sales returns and saw its sales double, proving that its expansion strategy was not only correct but also well-executed. This success was driven by a strong focus on market expansion, which was likened to "nest building" — a metaphor for establishing a solid foundation in new regions.
The company's approach involved opening multiple stores in key markets, especially in third- and fourth-tier cities where competition was less intense and the potential for growth was high. This strategy mirrored that of other clothing brands, but what made the elegant bird stand out was its effective implementation and the support it provided to its agents and dealers.
One of the most notable examples of this success came from Zhejiang, where an agent opened 11 stores within just one week in August. This rapid expansion highlighted the enthusiasm among dealers, who were confident in the profitability of the brand.
To ensure smooth operations, the elegant bird offered comprehensive support, including subsidies for store openings, advertising campaigns, and financial assistance for dealers struggling with initial costs. For instance, in Luzhou, Jiangxi, the company took a proactive role by covering the rent for a flagship store, helping dealers overcome their hesitation and gain confidence.
This kind of strategic support not only accelerated market penetration but also ensured long-term sustainability. The Zhangzhou image store, which initially faced financial challenges, eventually recovered its costs in just a few months, validating the company’s market research and planning.
Looking ahead, the elegant bird continues to focus on third- and fourth-tier markets, where the cost of entry is lower and the potential for growth is greater. These areas are less saturated with major competitors, allowing the brand to thrive with minimal pressure.
According to Wang Zhidong, a brand manager at the elegant bird, while some dealers may not be profitable immediately, the overall performance remains strong. He emphasized that precise market selection and effective support policies have been key to maintaining a healthy profit margin across stores.
With a clear strategy, strong support systems, and a focus on sustainable growth, the elegant bird has positioned itself as a leader in the retail market, showing that smart expansion and consistent execution can lead to remarkable success.
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