Exploring The Way Of Brand Shop Without Shoes And Clothing

No shop virtual sales channels or licensing can become a useful supplement for brand enterprises in the domestic market, but before the new model of water trial, there is a problem that enterprises must deal with well.

　　虛擬銷售模式成內銷有益補充 

Jinjiang and even Minnan shoes and clothing brands rely on franchising mode to grow rapidly, and thousands of stores are spread all over the country.

The physical stores of these traditional sales channels, while contributing sales to enterprises, are also under tremendous pressure of operation and management.

The annual rental and staff salaries are the biggest threat to the operation of the entity stores, and the increasing competition stores and increasingly fierce competition means also plaguing every entity store.

Every year, there are many stores that are constantly operating or even closing down.

How to attract potential customers, how to improve the loyalty of free customers, and how to retain loyal customers are the multiple problems facing each store.

Similarly, as the latecomers of the domestic market, many foreign trade clothing enterprises have found that the cost of creating exclusive stores' sales channels from the beginning has been several times higher than that of the industry pioneers, and the time is no longer waiting for us.

Therefore, how to open a new path to bypass the physical stores to invest in huge, competitive Red Sea has become the focus of foreign trade clothing enterprises trying to innovate.

Some marketing people believe that the virtual store sales represented by PPG are in the ascendant, while foreign trade pformation enterprises have no shop sales. Traditional brand shoes and clothing enterprises try to sell water without shops, which may be a beneficial attempt for the enterprises in the domestic market.

Bi Xiaojun, director of Shanghai to Hui Marketing Consultancy Co., holds this view.

Bi Xiaojun has served many clothing companies such as Qipai and noble bird, and has a better understanding of marketing mode and management system.

Non store sales include four major categories, such as telephone shopping, TV shopping, catalogue mail order and online shopping.

Compared with the sales of physical stores, the biggest feature of non store sales is that there is no face-to-face shopping place. The brand building, shopping experience and operation mode are totally different from the sales of physical stores.

At the same time, different stages of garment enterprises have different strategic positioning for non shop sales channels, which determines the essential difference between the degree of reliance on the non store sales channels.

Generally speaking, foreign trade companies have higher level of e-commerce because of their foreign trade business. Their processing of foreign trade clothing is often done by means of network sales.

After the pformation of the domestic market of foreign trade garment enterprises, the sales channels are blank. From the angle of reducing the cost of the construction of the channels and taking the opportunity to enter the market, we can consider all kinds of non store sales channels as the initial channels and even the main channels for the sale of products, and expand the network sales window which is mainly aimed at the zero foreign trade end seller, and expand it into the network sales platform for direct consumers.

In Bi Xiaojun's view, in reality, the PPG light assets operation mode may have gone through a road of no store sales.

Foreign trade enterprises can try this kind of non store sales mode and create online sales brand.

Of course, in the regional market where the target consumer groups are concentrated, it is also necessary to establish some own brand entity stores, which can support each other and complement each other.

　　品牌企業試水無店鋪須做好三方面 

At present, clothing brand enterprises need to deal with three key topics: no water shop sales.

First, the differentiated location of existing franchised store channels and non store sales channels.

When any company is formulating marketing strategy, it should be clear that the fundamental change of marketing lies in the change of consumption demand, and the change of consumption demand is directly reflected in the change of sales channels.

Different channels reflect different sales terminals, which represent different shopping places, corresponding to different consumption groups and different consumption habits.

There is a reason for any kind of sales channel - they can complement each other, absorb new consumer groups and meet new consumption needs.

When the traditional clothing brand enterprises enter the field of non store sales, the conflict of interests between traditional sales channels and shop sales channels must be solved.

From the point of view of the current brand clothing enterprises, it is necessary to identify the new consumer groups that are locked up by the non store sales channels, whether they are potential consumers or existing customers.

Taking Internet sales as an example, attracting new Internet users should be the starting point for brand clothing enterprises to test the sales channels without shops.

If every new addition to a non store selling consumer means a reduction in the actual consumer of an existing entity store, the direct consequence may be the loss of customer groups and the increase of operating pressure in the entity stores.

This kind of "left hand to fight the right hand" and the result of this change will not be the original intention of every brand clothing enterprise without shop sales.

　　二、現有專賣店渠道與無店鋪銷售渠道的貨品區隔 

If the non store sales channel is located in the existing entity stores supplementary channel, then from the sale goods structure combination must design in place.

It is worth considering carefully whether the new products are suitable for simultaneous sale in the non store sales channels in the same period.

If the same stores are sold at the same time, there will be a great difference in the price of brand stores and online shopping, which will have a certain impact on brand reputation.

After all, from the perspective of attracting consumers, the biggest advantage of non shop sales lies in the convenience of shopping and the preferential price.

But for different enterprises, the two advantages of no shop sales should be biased, that is, the location of no store sales channels, whether the consumers are inclined to be good at quality or low price, or tend to value for money.

Good quality and low price is the same quality of the same goods, and the price is substantially favorable. The value of goods is the same quality and the same price, and it provides value-added services in terms of goods uniqueness, shopping convenience, service personalization and so on.

It is worthwhile for the brand clothing enterprises to think deeply about the location of the non store sale in the sale place of the stock goods.

At present, many garment enterprises implement the futures order meeting mode, and the inventory pressure of the enterprises themselves is relatively small. However, as the regional agent level of the channel partners, the pressure of channel inventory is becoming increasingly heavy because of the various reasons such as the delay of the headquarters delivery, the deviation of its own orders and the cancellation of the subscription futures by the franchisee, which has seriously affected the return of the agent's funds, and has also threatened the safety of the credit funds of the enterprises to the agents.

At present, clothing enterprises generally require agents to handle their inventory on their own, and some enterprises try to solve them by way of consignment, including centralization of their own direct battalion outlets.

On the one hand, the effect of inventory digestion is not obvious. On the other hand, it will have a direct impact on the sales of new products.

Relying on network sales, the centralized backlog of inventory products of each regional agent is set up as an online special store, or it can satisfy the consumption characteristics of no store sales price concessions, while desalting the specific sales area, and the effective separation of online consumer groups from the consumer entities of the physical monopoly stores will not directly damage the brand reputation.

Three, no store sales channel operation mode

No store sales are not simply relying on various technical means such as telephone, television, Internet, mail and so on. After these technical means, it is the overall operation mode of non store sales, including brand operation - product mix - online promotion - customer service - Logistics and distribution, and other key links.

Among them, the trust level of brand, the richness of product variety, the effectiveness of promotion, the meticulous degree of service, and the quality approval degree of goods are the foundation of the existence of no store sales.

In particular, brand trust is the biggest obstacle to store sales compared to physical stores, and is also the lifeblood of the success of non store sales.

Taking Internet sales as an example, the power of Internet users' word of mouth is extremely strong. The so-called "word of mouth is also word-of-mouth", any operation link problems, the network will quickly and comprehensively enlarge the discontent of consumers, and the foundation of the most survival of network sales companies - brand reputation will vanish in an instant.

At the same time, no shop sales also impose strict requirements on the degree of enterprise informatization.

Compared with the real shop's "one hand payment, one hand delivery" on-site paction, the seller and purchaser of the shop without sales are partitions in space and separated in time, relying entirely on the information system to achieve communication.

Therefore, relying on information technology to achieve a strong plan and co-ordination management is a practical guarantee for developing a no store sales mode.

Enterprises with lack of information technology should be cautious about the sale of non shops.