Jinjiang Shoes And Clothing Terminal Predicament Is Expected To "Bright And Beautiful"

Sales network is an important part of sports shoes in Jinjiang obeying products to become commodities. Jinjiang shoes and clothing enterprises are well aware that high-quality sales channels are "scarce resources". Under the impetus of industry leader brand, many two or three line sports brands are willing or unwilling to join the general mobilization of "big shop".

In July 10, 2007, Anta successfully landed in the capital market of Hongkong. With strong capital strength, Anta opened a prelude to "opening a large store".

2 weeks after listing, Anta opened its first flagship store in Chuang Fu Lane, Quanzhou.

Compared with the past stores, the Anta flagship store has a larger area, reaching more than 300 square meters, and the interior decoration is also brand-new. All the fifth generation shelves are used. The whole shop is exquisite and tasteful, and is obviously in the leading position compared with the neighboring brand stores.

According to Anta's prospectus, Anta will invest 550 million yuan to open concessionary international sports brands and retail stores after listing, and set up sports city and Anta flagship store in major cities of China.

At the same time, it will invest 440 million yuan to further expand and upgrade Anta's sales network.

In 2007, Anta expanded Anta brand's retail network in China through 39 distributors, and opened 4716 Anta brand franchise retail outlets.

Among them, a net increase of 608 licensed retail outlets.

At the same time, there are four flagship stores in Shanghai, Shenyang and Wuhan.

It is understood that the area of Anta flagship store is far larger than the existing franchised stores, and the display rack in the store is also fully updated, which fully demonstrates the brand new image of Anta.

Anta flagship store is mainly used to display the latest product line, enhance the brand image of Anta in the local market, and serve as a platform to test the effectiveness of marketing activities and to directly collect consumers' opinions.

As another major sports brand in Jinjiang, XTEP has made no concession in terminal construction.

In the past 2007, XTEP has opened more than 1000 new stores in the country, with sales volume of 2 billion 300 million yuan, and has sales network in more than 300 provinces, municipalities and regions throughout the country.

It is understood that in the two or three tier market, XTEP has unique advantages in the construction of retail network.

According to XTEP President Ding Shuibo, XTEP has embarked on the implementation of a large-scale terminal store pformation plan to promote the "Olympic concept store": expand the original store area and pfer to the golden section.

There will be thousands of brand-new XTEP stores on the platform of Olympic events in 2008, including 20 Olympic giant stores and 80 Olympic flagship stores.

The star shops are mainly concentrated in the pedestrian streets of the provincial capital cities; flagship stores are concentrated in the main pedestrian streets and commercial streets of major cities in different provinces.

XTEP plans to enhance the brand at the same time, let consumers have more contacts and experience place, to achieve the best purchase.

In the past year, 361 degrees have also been exerting strength in channel upgrading.

Last year, during the national day, 361 degrees Yunnan Lijiang and Yuxi two star stores opened one after another.

Lijiang Star Store, which has been completely reformed, has expanded from the original area of 70 square meters to the existing 230 square meters. Its scale and display have been greatly improved. In addition, it is located at the gate of Dayan city in the urban area, and is the upper and lower neighbor with Dicos.

Sales network is an important part of sports shoes in Jinjiang obeying products to become commodities. Jinjiang shoes and clothing enterprises are well aware that high-quality sales channels are "scarce resources". Under the impetus of industry leader brand, many two or three line sports brands are willing or unwilling to join the general mobilization of "big shop".

Two or three line brand development is eager, eager for a big night, more support policies for agents, the repeated enlargement of goods and arrears, and increasingly serious channel inventory, shortage of cash flow......

Just as the brand of Jinjiang's sports shoes is advancing forward, a channel crisis has been hidden in Jinjiang shoe enterprises, and it can erupt anytime and anywhere, and bring fatal destruction.

The commercial streets across the country, driven by the opening of the Jinjiang sports brand, are already far too expensive to rent. The lease has also risen to three years from the previous year, and the rent has to be paid at once.

Now, the war has been burned to the door.

It is understood that the storefront of the Qingyang sunshine road in Jinjiang has been rising in turn. It is understood that the rent of the sunny road flagship store has reached 1 million 800 thousand yuan a year, and the average to 5000 yuan per day is the cost of the shop rent, and does not include decoration depreciation and personnel wages.

However, just as Jinjiang shoe enterprises are constantly investing in the channels, the return from the channel has not kept pace with the times. Instead, the cost of the channel has been rising steadily.

If the cost of the channel is rising, Jinjiang shoe enterprises can also bite and digest.