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Summary Of International Forum On Brand Distribution Mode

2008/4/23 15:12:00 76

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Summary Of The International Forum On Brand Distribution Mode.

On 16-17 April, the 2008 International Forum on fashion brand distribution mode innovation was held in Beijing.

In recent years, China's clothing, accessories, jewelry, cosmetics, sports and leisure fashion consumer goods market has seen a rapid upward trend, the retail market has seen some notable changes.

Business models, distribution channels and terminal construction have become a hot topic. The theme of the forum is mainly about chain operation and the rapid reaction system of fashion industry.

According to the forum's topic, we divide the main contents into three parts.

1. Management consultant, rocking Qian Shu to teach you to shake money.

CBRE CB Richard Ellis: an overview of global business markets.

1, the global real estate market: the world's most expensive business location is Fifth Avenue, New York, US $1408 / m2 / month; the top three commercial locations in Asia are: Japan, Hongkong central, and Guangzhou Tianhe.

2, the retailer has become more internationalized: the first three countries of the world business development index of Kearney are India, Russia and China. The richness of China has been rising. The Chinese commercial market has been valued at 832 billion US dollars for 05 years, and will expand to 35300 billion US dollars by 2010. China has already had important brand penetration, such as ZARA, H&M, MNG, VERO MODA and so on. The brands that the world continues to pay great attention to, such as GAP, HMV, BODY SHOP, and the international brand positioning strategy in China: Shanghai 54%, Guangzhou 18%, Guangzhou 15%, Shenzhen, Chengdu, Tianjin and Hangzhou all 2%.

UTA Fashion Management Group: how to pform the role of brand distributors to professional brand retailers.

Consumer goods can be divided into four broad categories: luxury, classic, fast fashion and hybrid.

First of all, consider what category you belong to before deciding on a suitable retail mode.

1, luxury: the process of birth under specific historical conditions and the baptism of industrial civilization. China has history and culture, but it lacks the process of commercializing them.

2, the classic category: suitable for Push Model, brand must be the initiator of market and fashion trend; from order to delivery need 10-11 months; seasonal supply: two seasons a year (spring, summer, autumn and winter); mainly wholesale.

3, fast fashion category: suitable for Pull Model, brand must follow the trend of fashion; delivery period is very short, only 2-3 months; weekly update, 25 series per season; mainly retail.

4, hybrid category: from order to production distribution takes about 6-7 months.

Two. Channel suppliers: department stores

Wangfujing department store: the development of chain store operation in China's department stores promotes the rise of fashion industry.

The modern department store industry is still an important force in promoting fashion industry, and the growth of consumer goods is strong and the fashion industry is upgrading.

1, the main characteristics of fashion consumption in China: fashion consumption is mainly reflected in jewelry and cosmetics; the main group is women, with an annual consumption of 20000 yuan; in 2007, China's high-end fashion products accounted for 18% of the world's total consumption, and this proportion is expected to reach 32% in 2010.

2, the analysis of fashion distribution models in China.

At present, the main problems of regional multipolar agent system are: lack of market information causes commodity circulation to be untimely and smooth, and inventory pressure is obvious. Diversification of commodity marketing mode is not conducive to the unification of the overall brand image; the channel management and control capability is not strong, which is not conducive to capital operation in long-term development.

Self operated distribution channels have the following advantages: timely mastery of market information, brand image building, and sustainable development of brand, providing the foundation for the development of capital market in the era of channel dominated.

The main problems lie in: the scarce resources of the superior location, the high rent cost of the outlets in the core business circle, the limited market influence of the single brand outlets, the excessive training period in the market and the high cost of training, and the high cost of personnel training and management, which is not conducive to the rapid expansion.

Dalian Wanda Group: what kind of retailers are shopping centers looking for?

1, Wanda's difficulties in choosing Retailers: single format, lack of chain brands, lack of understanding of shopping center planning, publicity and marketing.

2, Wanda's expectations for retailers: expect more independence from department stores or supermarkets; more than 1000-3000 square meters of main stores to cooperate with Wanda; more retail enterprises on the road to chain; more retail enterprises are willing and know how to operate in the shopping center.

3, the relationship between shopping centers and chain operations: chain stores are the main partners of shopping centers, with a survival rate of 70%, while the survival rate of non chain stores is only 30%. Shopping centers can create opportunities for chain enterprises to re chain; the development mode of Wanda can provide rapid development opportunities for chain enterprises.

4, Wanda advantage: "order real estate"; a complete commercial real estate industry chain.

Guangzhou department store: upgrading of department stores