Fashion Brands Enter Business From Brand Dealers To Retailers.

Brands will be adjusted accordingly according to their own needs at different stages of development.

In 1993, international brand baozi began selling its high-end clothing and accessories products in mainland China.

After entering the twenty-first Century, with the increasingly fierce competition in brand management, the operation mode and concept of international brands have penetrated into domestic brand enterprises.

In its own early brand management model no longer become the core advantage of the situation, Baozi began to combine with the retail industry, in 2001, the acquisition of the shares of the Paris spring department store, originally owned by TOP FORM, and the Paris spring department store as a wholly owned subsidiary of baozi company.

In July 2007, Paris spring department store bought Beijing's traditional high - grade department store - Seth shopping center.

In recent years, China's clothing brand purchases department stores or commercial real estate cases are also common. From the end of 2004, in less than a year, Ningbo Bo Yang group spent hundreds of millions of yuan to buy and buy, and build three large scale department stores, which are tens of thousands of square meters. They are 20 thousand square meters of Ningbo new Jiangxia mall, 16 thousand square meters long Yuyao commercial building and 10 thousand square meters of Nanchang Bo Yang commercial building.

The famous domestic textile and garment production enterprises in the near ten major brands are flourishing, and they march into the department store industry.

Coincidentally, in January this year, in order to make up for the shortage of high-end consumer market in Quanzhou, the seven wolves group spent hundreds of millions of yuan to buy more than 200 stores in the two phase of Quanzhou New Gate Street.

In order to ensure the successful operation of the project, the seven wolf group also set up a project operation company specially.

More importantly, all the storefronts in the project are owned by the seven wolf group, which is "only rent not sold", unified planning, unified investment and unified management.

Clarifying the relationship between brand and retailing

The core point of view: the pformation of brand role is a normal reaction to China's development to a certain period. In the future, a group of product brands will slowly turn to the retail brand operation.

Host: what are the reasons for these textile and garment brands to enter the business?

Is this conversion from brand to retailer normal?

Li Kailuo: I think this is very normal.

Because how to turn our enterprises from a brand management perspective to a truly retail management perspective is the way for our brand to go global.

China can always say that it has been seeking the way of brand, and it is embodied in the category of textile and clothing. The most ideal stage is to enter brand management.

Now we are all talking about brand management, but brand management is, in professional terms, made up of two words in English.

In other words, brand management is more about gene, that is, we must first identify the brand's internal gene, location, and then achieve its outward dissemination.

Therefore, each brand has its own unique gene.

This is a way of brand management and management.

The retail management mode is just the opposite, it is to find its own inner world.

For example, I decided "Mercedes Benz is the back seat, and BMW is the front seat". This is an old topic. It means that the BMW car gives you the pleasure of driving, and the Mercedes Benz is the joy of riding, which is the different genes of the brand.

Each brand is looking for its own genes. The core competition of the brand is the difference, and the difference is to create your own genes.

Just like everyone is a unique individual.

This is a very important point that helps us sort out the relationship between brand and retailing.

Moderator: can you further illustrate the relationship between brand and retailing?

Li Kailuo: we divide the brand into two categories, one is the product brand, the other is the retail brand, that is, the commercial brand.

The early stage of baozi itself is a product brand, the product brand is "my name is baozi", while the latter retail brand is "baozi" into a brand name of retail, but may later be the "treasure" of the retail brand, and has already been bigger than the "gene" of the product brand itself in the product or category.

And what is retail management?

The retail brand, or the brand of the retail store, can appear in the name of a shop like Bo Yang. This store may run department stores, home textiles or other products.

Between the product brand and the retail brand, many enterprises do not know clearly about it, do not know whether they want to make product brand or retail brand.

Host: will this kind of role change become a trend?

Li Kailuo: let me give you another example: How did the "hot wind" come into being?

It originally opened a shop, did not want to be a brand, so starting from a shop, because it attaches great importance to independent retail operation, slowly through this way, it has become a retail shop, thus becoming a retail brand, and then continue to chain.

Because the market is constantly changing, it is also constantly combining its products.

Most of our brands have problems that they can't solve themselves, that is, to organize products across the year and across the seasons.

This is worth thinking about by Chinese enterprises.

I think there will be a group of foresight entrepreneurs who will go ahead and change their minds and slowly start using their original brand strength to control the retail resources.

Dialogue 2

Master retail resources

The core point of view is that retail resources are very important. Some brands that enter the business have completed the pformation from brand to retailer. The first thing is to incorporate those agents who are already experienced and mature in the market. They are "retail resources".

Compere: so, is there any risk for the brand to change the role and enter the business?

What is the most important thing after changing roles?

How can we avoid risks as far as possible?

Li Kailuo: let me give you an example.

There is a brand name of Taiwan Baocheng International Group, called YY SPORTS.

The parent of Baocheng International Group is the largest company in the world that provides processing for ADI and Nike, and a number of giants such as ADI and Nike can bring very high profits in a year.