Fashion Brands Build Retail Channels To Challenge The Main Channel Of Department Stores

With the rapid development of the main sales channels of clothing, such as department stores and so on, Zara, UNIQLO and other large brand clothing retailers in Beijing have challenged themselves to challenge the leading position of department stores.

It was learned yesterday that UNIQLO, located in Xidan's Joy City, opened last weekend. Zara's second stores in Beijing will be unveiled in May.

Japan's famous clothing retailer UNIQLO is stationed in Xidan's Joy City, with an area of 1000 square meters. This is the first time that UNIQLO has set up its own store in Beijing market. It is understood that UNIQLO has opened 10 stores in Shanghai and Hangzhou.

Zara, a Spanish clothing retailer based in Joy City, plans to open in May this year. Zara also plans to enter the blue harbor SOLANA, which is about to open. Last February, it opened its first Zara store on the world trade scale.

In addition, Sweden's H&M, Britain's Marsha general store and other clothing retailers also plan to open shop in Beijing.

From Xidan's Joy City, Zara and UNIQLO shops are operated independently in the form of store stores, and store decoration, image design and sales management are executed by themselves. They only need to pay sales discount points and rents to market management departments.

At present, Zara, H&M and other clothing retailers are basically independent stores all over the world. Self built channels have become an important market development form for some foreign brands.

It is understood that Zara, UNIQLO and other clothing retailers use the SPA (free brand apparel professional retailer) business mode, enterprises not only design and produce clothing products, but also undertake logistics sales management.

This mode can go beyond sales agents, retail stores, and so on, not only to save costs, but also to effectively grasp consumer demand.

The rapid reflection of market information, the shortened cycle of product renewal is considered to be the key to the success of Zara and other clothing brand retailers.

"Zara, UNIQLO and other clothing retailers are actually the form of" front shop and back factory ". Compared with the establishment of special counters in department stores, garment enterprises can build better channels to manage products that are suitable for market demand compared with the establishment of special counters in the department stores. Professor Chen and Beijing Technology and Business University said," the stability of the canal is conducive to the control of sales and not to be interfered with by the department stores. "

At present, most of China's department stores operate in the form of joint operation, and the rents and locations of counters are often subject to shopping malls.

Chen said that the clothing retailers' self built channels will partly divert the consumers of department stores. On the contrary, shopping malls can also promote sales by introducing these garment retailers.

At present, Zara, UNIQLO and other brands have a large number of consumers in Beijing, and some consumers even say, "to the world trade scale, they only go shopping for Zara".

At present, many domestic garment enterprises are also trying to build their own channels to get rid of the single department store sales, such as YOUNGOR, Lining, Ordos, etc.

"Brand clothing retailers are a diversified mode of business format. Most enterprises have good control and brand influence. They are mainly positioned in the middle and high-end consumer groups." Chen believes that at present, domestic garment enterprises should not blindly develop according to this mode. The form of selling goods should be considered comprehensively according to brand positioning and enterprise strength. At present, most brands in China should expand their market and enhance their brand in the form of agents and franchisees.