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Wenzhou Children Wear Into The Core Business Circle To Open Flagship Store

2008/9/24 14:51:00 63

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Wenzhou children wear into the core business circle to open flagship store

This month, a new children's clothing brand "San Dian Shui" in Wenzhou will open 40 shops in Zhejiang, many of which are shops that last year left the market for casual wear brands.

At the same time, other mature children's clothing brands in Wenzhou are also quietly entering various core business circles, which will replace the two or three line casual wear brand shops that are increasingly out of favor.

This month, a new children's clothing brand "San Dian Shui" in Wenzhou will open 40 shops in Zhejiang, many of which are shops that last year left the market for casual wear brands.

Seize the core business circle

Recently, the Wenzhou flagship store, which is characterized by an outdoor sport, is about to expire in the Jiefang Road leisure wear brand. It is said that two children's wear brands are covetous.

2 years ago, when a brand casual wear shop on the urban Liberation Road pformed into a flagship store for children's clothes, the industry was shocked.

Now such stories can no longer arouse everyone's surprise, but the feeling of the rise of children's clothing.

The Wenzhou children's wear brand Barbara has made clear in the recently launched "ten thousand shops, ten billion brand" plan that the brand will focus on entering the core business circle and other innovative points.

According to Chen Zhonghuai, chairman of Zhejiang three point water children's wear Co., Ltd., "three point water" is a new brand, but when it comes to the market, it grasped the opportunity of the two or three line of casual wear, and focused on developing the gold shops that were previously scrambled for casual wear.

High speed growth needs flagship store upgrading

In the view of Zhou Zhihong, general manager of Keke tree, for example, Barbara, Kee tree, red, yellow and blue, etc., it is time to seize the core business circle and open flagship store.

Actually, Keke has been doing this job for two or three years.

Zhou Zhihong said: "generally speaking, if there is no big mistake, opening a children's clothing shop will basically have 25%-30% return."

This has also promoted the further development of children's wear. In recent years, children's clothing enterprises in Wenzhou can maintain at least 50% growth every year.

But the characteristics of children's clothing are very scattered. It's easier to earn tens of thousands of yuan a year in an ordinary shop under 50 square meters.

Barbara has proposed to open 10000 stores to achieve the target of ten billion brands, so we must open flagship stores in the core business circle to enhance the brand's local influence and expand the local market.

For Barbara, which claims to own 1200 stores, only 6 shops in the country have entered the core business circle.

Similarly, only 15 of the more than 500 shops entered the core business circle, and Zhou Zhihong thought it was not enough.

Chen Zhonghuai believes that "three point water" as a new brand must stand firmly in the market and achieve development. We must win in the terminal and occupy good shop resources to ensure that every store can have high quality.

Core businesses are not always pie.

Whether balbala, Keke or red, yellow and blue are high-profile or secret to enter the core business circle, it is not necessarily that the core business circle is a pie for every brand.

A well-known brand of children's clothing in Wenzhou, ready to imitate the peak period of casual wear, entered the core business circle and opened flagship store a few years ago.

So in Wuhan, Zhongshan Road opened a two storey flagship store, but closed half a year later.

Zhou Zhihong said that a brand has only been operating in a region for more than 5 years, and has accumulated a certain reputation, reputation and loyalty to support the flagship store of the core business circle. "In many core business circles of the city, a 100 square meter shop has annual rent plus a variety of expenses, which costs about 1 million 800 thousand yuan, so that at least 4 million yuan of sales can be supported. If there is no certain foundation, even the core business circle is difficult to complete. Just like many years ago, many casual wear brands follow the trend of" Big Bang "to open big stores and flagship stores, and the results can not reach the effect, instead of being overthrown by overinvestment.

In fact, though it has failed at the beginning, with the efforts made by several well-known children's clothing brands in Wenzhou for several years, it has begun to stand at its core business circle, some of which show good results, and some can certainly support it.

Market resource adjustment

For both brands and agents, joint development is the driving force for sustainable development.

Moreover, the development of agents is more powerful, which is also more advantageous to the development of local brands.

Many children's clothing brands adjust their market resources by entering the core business circle to cultivate stronger, more professional agents.

According to an industry insider, if a region can make 50 million yuan, the profit of 10% yuan is 5 million yuan, if it is 100 agents, the average person only has 50 thousand yuan profit, then, for many of them, the attraction is not big. You can not expect him to spend more energy and thought to make the brand bigger.

But if this has grown to 5000