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Clothing Store VS Shop: Shop Is The Best.

2008/9/15 10:11:00 61

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The most fundamental choice of sales mode is not to choose which business district to choose, but to see what route an enterprise should take in the medium and long term.

The correct way of thinking for an enterprise is to determine what kind of sales it wants and decide which type of sales mode to choose before choosing a suitable business district, because each business circle supports different sales models.

Shopping mall - love you hard to open at heart?

"Generally, people like to get together and make fun. The more people there are, the more attractive they are to come. Clothing management needs popularity.

It is difficult to guarantee the growth of sales volume without a certain volume of traffic. Compared with street stores, most of the people who come to the stores are prepared, and their consumption purpose is more clear.

Ms. Li Yiping, who has been engaged in clothing sales for many years, thinks, "however, sales of shopping malls depend on promotional activities. If there is no activity, sales will be very ordinary."

Buying habits also determine which sales mode the brand chooses.

After a market survey, the Consulting Consultant of Lian Zhi Da consulting agency found that in the northern regions of Shenyang, Dalian, Beijing and Tianjin, clothing sales channels are mostly shopping malls, and people have great trust in shopping malls.

In Wenzhou, Zhuzhou, Chengdu and other places, although there are shopping malls, but consumers trust in the stores beyond the shopping malls.

Therefore, when choosing the selling mode, the major brands should consider not only the location of the business circle, but also the regional factors and the purchasing habits of consumers.

Store stores generally adopt a common mode of operation between garment manufacturers and shopping malls.

Therefore, in all kinds of holiday activities, the two will usually take concerted action, discount or coupon promotion.

The way of store store operation makes it easier for manufacturers to enter the retail area, while selling products, it is also easy to promote product brand and shape the corporate image.

Store stores make the three parties of shopping malls, factories and customers benefit.

However, the store store brings many benefits to the brand at the same time, it also brings some pain to the garment enterprises.

According to divan analysis, brand stores or stores have different advantages and disadvantages, and brands need to weigh them.

Compared with the exclusive stores, there are many problems in the store: because the operation of the shopping mall is subject to the unified management of the shopping mall, such as unified sales promotion, shopping mall with the shopping guide, etc., the franchised store has strong independence; the operation of the shopping mall is unstable; if the brand is to be allocated every quarter, half a year or a year, the brand business should obey the unified allocation of the shopping malls, some of the allocation will be as high as 10% to 20%, while the franchised store only needs to be in accordance with the time limit signed by the contract, so it has strong stability.

Bu Fan believes that the brand operation of shopping malls is not conducive to the promotion of individual brands. It emphasizes the overall operation of the whole shopping mall, while the stores are not.

Therefore, the uniqueness of shopping malls determines the three elements of shopping malls: the location of specific counters, the area of special counters (special offices), and the points of deduction are all closely related to the customer relationship between the relevant persons in charge of shopping malls.

Sharing risks, shopping malls are undoubtedly the most popular channels to contact the public, but the profit margins of enterprises will be smaller. In addition to not controlling their own promotional activities, there is still a slow flow of funds. China's income is uneven, and the wholesale market is still a shopping channel for many people to choose. This is also a huge market. The stores have large investment and great risks, but the stores can establish a one to one service with customers, so that customers can deeply experience the company's products, brand culture and after-sales service. It is the best channel to cultivate customer loyalty and the fastest way for capital repatriation. Besides, it can also enter the supermarket. WAL-MART's annual sales volume in the world is astonishing. Now many department stores are doing their own brand. "Choosing a department store means that the risk of investing is small because the mall is with you.

How to enlarge the scale of enterprises, enlarge the market capacity and meet the needs of specific customers, brand diversification and channel diversification must be considered.

Clothing enterprises need to choose different channels according to brand positioning, price and customer groups, so that accuracy and diversification can be realized.

To enter different channels, we need to differentiate our products, and we can also achieve the circulation of commodities and reduce inventory. "

Yang Dai Yun, chief consultant of the joint era, analyzes the strengths and weaknesses of various channels.

Shop shop - no other choice?

The EXR brand is invested by South Korea, and the design team is also made up of Koreans. The operation in China is at an early stage.

"New brands enter a country. The first hurdle is to get recognition from department stores. Only department stores can give you a place to make consumers understand."

According to Zhang Kefeng, manager of the Sales Department of Beijing branch, Shanghai, the store is the inevitable choice.

"We divide the channel into twelve categories, and the most important ones are shopping centers and department stores.

Shop in shopping malls and department stores is a consistent pattern of white-collar development channels.

Dong Zhenyu, general manager of the white-collar dress limited company, said: "no street shop is a unique way according to the operation of the enterprise, so there are some targeted strategies, such as access to the airport or direct camp.

In stores, shops are also the most popular mode for international first and second tier brands to enter China, and this channel is very important to them.

"Now many brands have also made good progress in the development of franchised stores on the street. They have also made commercial real estate while making clothes, and can benefit from all two aspects.

Shop or shop?