Five Effective Channels To Teach You To Control The Overall Situation.

This article mainly analyzes the channel composition of China's children's wear market, the current situation of China's children's wear network marketing, analyzes the sales channels of foreign children's clothing, and draws lessons from Chinese children's clothing enterprises, and finally analyzes the development trend of children's wear marketing channels.

First, department stores

Large department stores are generally located in the golden section of the city, with large business venues, well-equipped facilities, many customers, and wide and deep product lines.

Clothing is a very important product line in department stores. It has the largest area of operation, and is a key commodity in store marketing planning.

Sales of clothing and related products account for more than 60% of the total sales of department stores. Compared with other product lines (household appliances, food, etc.), clothing provides the biggest profit for stores.

There are many kinds of clothing in department stores, including casual wear, sportswear, professional wear, knitted fabrics, fur, leather and children's clothing, but not everything.

From the point of view of commodity structure, department stores mainly choose strong brand clothing, and take the middle and high price route, especially the middle priced clothing.

With the diversification of retail formats, department stores gradually give away cheap clothing to low-priced formats -- supermarkets and warehouses, and their own high-end clothing, which is the merchandise location of department stores.

The connotation of middle and high grade clothing includes: good quality, excellent service and high price.

From the perspective of the development of retail industry in the world, chain store operation in department stores is a major trend.

Chain operation requires unified purchase, separation of sales and sales, unified pricing and scale management.

And the business of inviting business is to disperse the purchase, enter and sell the whole, the price is chaotic, the multi management, plus the manufacturers and merchants in the shop form a complex mixture of interests, which hinders the development of department stores to intensive and large-scale.

At present, the reform of China's department store operation is imminent. If clothing business is to develop, it must promote the store's independent operation, buyout operation, guide chain operation, and create brand clothing for businessmen.

Two, brand stores

In retail business, there are two main forms of professional clothing stores. One is a franchise store that combines all kinds of brand clothing or no brand clothing. The other is a brand store that only operates a brand, mostly for production and marketing.

The rise of brand stores is the result of the development of the retail industry from "broad to shallow" to "narrow and deep", that is, the retail service object has changed from the extensive demand for most consumers to the special needs of a certain class of consumers, or to the consumers who are loyal to a certain brand.

The growth of brand stores is related to the division of the market, making the particular consumers more convenient in brand selection, and also related to the rise of large shopping centers. The establishment of large shopping centers requires many brand stores to form together.

Franchised stores are also known as concept stores. The so-called concept stores are complementary to their decorating design, logo, trademark and packaging. They are included in the "CI" design together, strengthening the brand image, forming a kind of on-site charisma with strong visual effects, attracting customers into an atmosphere, and letting the customers feel the charm of the brand wholeheartedly.

Famous sports brand shops like Adidas, Reebok and so on, fully cater for the target customers in the decoration, reflecting the characteristics of sports, such as enlarging the screen in the store, playing sports programs, making the floor into runway, and making people feel the excitement of sports.

In Nike store, you seem to be in the photo of a sports star family Jordan and the Autographed sweater is hanging on the wall, leaving a deep impression on the customers.

There are many customers in the store. The exclusive style, style and marketing mode of the store is aimed at a very clear consumption crowd. For example, Benetton and West Fa Hei have attracted people who love color with their strong Mediterranean style. The fabric and workmanship of the real silk dress are general, but the styles are new, youthful and reasonable, and are very popular with young people.

Generally speaking, the price of children's clothing in the exclusive shop is not bad, but it can guarantee the genuine brand of the brand children's clothing. Some world famous brand clothing monopoly system is very strict, no monopoly qualification is absolutely impossible to purchase. This is done to prevent counterfeiting, and the two is to do a good job in after-sale service.

The price composition of brand children's clothing includes brand added value, service promise, quality assurance, popular factors, advertising expenses and so on.

The operation mode of brand store is divided into pre store, post factory, direct chain and franchise chain.

In twenty-first Century, franchising will become a hot spot in the domestic economy and a good way to solve the bottleneck of children's clothing sales.

After solving the problems of production, capital and brand, children's clothing enterprises must face the test of marketing expansion.

Franchising as a large-scale, low-cost, intelligent marketing expansion mode, it uses the pfer of intellectual property rights, fully mobilizes all favorable capital, and optimizes its combination so as to achieve the goal of rapidly expanding the scale and expanding sales.

Franchising has some successful experience in the sales of brand clothing in China, and its prospects are broad.

Three. Franchised stores

A franchised store is a store that specializes in business.

Franchised stores do not operate as single brands as brand stores, nor are they as comprehensive as department stores. Franchised stores are more concentrated in clothing management than department stores, and are more abundant than those in exclusive stores. This avoids the large and unattractive styles of large shopping malls, and avoids the weakness of single brands and the difficulty of forming climate.

The market competitive advantage of children's wear exclusive shop is only the single line of children's clothing. Although the product line is narrow, but its color is complete, its specifications are various, its specialization is high, its selling price is low, and it is in line with consumers' requirements for commodity specialization and good quality and low price.

At present, there are two types of children's wear franchise stores, one is comfortable shopping environment on hardware, and the other is a perfect management system in software. There are many brands of children's clothing in the store, quality and after-sale services are guaranteed, stores focus on advertising, and there are different marketing activities every month.

This franchise store should be the direction of development.

Another kind of franchise store is not very standardized. There are no brand names in the store, the quality is uneven, consumers are difficult to return goods, and the service is not in place.

Such franchised stores need continuous improvement.

Now the consumer's concept of consumption is gradually maturing, and more and more attention is paid to quality and store reputation. From a rational point of view, there is no good prospect for the shop which is not trusted by consumers.

In recent years, the US franchise has summed up the new strategy of market success - "focus", that is, the more concentrated the product line, the more likely it will be the winner.

The extreme example is "FOOT-LOCKER", one of the most successful shoe stores in the United States. It only sells shoes, and sells only sports shoes with an annual turnover of 1 billion 600 million dollars.

Its killer is small and full, few and specialized, especially in the style, specification, color, texture, efforts to achieve rich and varied, distinctive.

The "focus" strategy has also been adopted by some exclusive stores in China.

In our country, the management mode of children's wear shops is divided into distribution and investment.

With the familiarity of buyers and familiarity with the market and the unique management vision, distributors choose children's clothing or children's clothing that are suitable for their store style and market orientation. They buy directly from the factory or purchase from the wholesale market, buyout business, and make independent pricing.

What to do with buyout and selling goods? Part of the sale is a normal phenomenon. Making children's clothing business is making no profit. The final inventory will be sold at the end of the season until the sale of Rand.

Distribution is a way to promote clothing sales.

The investment promotion method is similar to that of 100 stores, that is, the rental counters. The price of children's clothing is more competitive than that of large shopping malls because of the low operating cost of special stores and the low rent of special counters.

Four, boutique

In many marketing books, boutiques are not listed as a type of retail store, but are classified into "high priced professional stores" or "high-end exclusive stores".

But in fact, this kind of shop is far away from the general professional store at the price of ultra-high clothing, and it is different from the brand store without brand restriction. It has become the "noble princess" in the clothing retailing industry with the exquisite shopping environment, the unusual goods and the expensive clothing price.

Deluxe boutiques are usually located in the central business district or senior residential area, which is conducive to the expansion of popularity and the establishment of the highest store image.

The upholstery design of boutique has its own characteristics according to the different customers.

If the white collar and the successful people are the target customers, the Shop Decor should reflect elegance and nobility, and cater for the outstanding feeling of the class.

If the leisure women are the target customers, we must create an atmosphere of luxury and artistry, satisfying their desire to pursue fantasies, romance and perfection.

Boutique shops are made with exquisite, aesthetical and distinctive features. Each garment or ornament is unique or a handful. The key to its success is high sense and uniqueness.

Customers like this shop often want to wear only one or two pieces of clothing in the world, rather than having enough clothing with different specifications in department stores and professional shops.

Customers who often go to boutiques are those who want to get the best products and services and are willing to pay high fees for them.

The modern society is becoming richer and richer. The consumers with strong economic strength and high consumption intention have already formed.

People who live in affluence are fastidious about high quality, rare and beautiful, cheap but not good things.

It can be said that boutique shops take a high price route, which contains cultural value, brand value and scarcity value. Only those with high standard of living will buy it and think it is worth the money.

Five, supermarkets, warehouses and shopping malls

Supermarkets refer to shops with large scale, low cost, low gross profit and consumers' self service.

The warehouse store is a store that mainly stores data, stores and sells, sells at a low price, and provides limited services.

Strictly speaking, supermarkets and warehouses are different retail formats, but from the point of view of clothing sales, they have common characteristics.

Sam's member store, for example, sells goods at a price of only about 8% of its cost. Other stores simply can't compete with it.

As far as commodity category is concerned, supermarkets and warehouses are similar to 100 stores.

The most attractive customers in clothing Supermarkets and warehouses are low prices, because middle and low income customers always want to buy more things with less money.

To reduce prices, businesses must first reduce costs, so supermarkets, especially warehouses, are generally built in areas where rent is cheap. The decoration is simple, the service facilities are few, the sales way is self selected, only a small number of personnel services are provided, at the same time, the purchase links are reduced, and the producers and wholesalers are discounted. These efforts make the commodity prices cheaper.

Low prices will inevitably lead to large sales, while large sales and quick turnover will in turn guarantee low prices, resulting in a virtuous circle.

In all over the world, supermarkets used to operate only high standard, high purchase frequency, suitable for self selected varieties, such as shirts, knitted underwear, T-shirt, household clothes, etc.

As the market competition intensifies, supermarkets are not satisfied with this. In order to occupy the market, supermarkets have been assisting people to sell, and the product lines of clothing have been greatly broadened.

Clothing, sold at a slightly lower market price, attracts consumers' interest and increases market sentiment.

In a variety of retail channels, supermarkets, warehouses and shopping malls are children.