Chain Stores Will Become The Mainstream Channel Of Clothing Industry

It can be said that whoever has the advantage of channel will win the market.

However, traditional marketing modes, such as franchising and self operation, have gradually lost their advantages in the former market competition.

That is to say, in the clothing industry, the chain store operation mode is also implemented, for example, the Metersbonwe of leisure brand reaches 5000 square meters flagship store in Hangzhou; the chain brand of the underwear industry "urban beauty", "new feeling" and so on.

All are striving to establish channel advantages through terminal supermarkets.

The company gives the partners the privilege to run their brands or commodities, so that the partners can obtain a franchise project in a certain area. Then, the company uses resource advantages and experience advantages to assist its organization, training and management, so that the franchisee's operational risk can be reduced.

In China, the "Gome" and "Suning" chains have broken the previous definition. They use terminal stores as brands, rely on resource advantages, gather various kinds of commodities, attract consumers with quality service and low price.

The biggest advantage of this mode is to integrate resources and reduce operating costs. Under the same commodity and the same quality, its terminal stores can attract consumers at a lower price than the market level, so that its chain operation mode has been successful.

However, each mode of construction has its advantages and problems. The key is to see how clothing enterprises choose.

According to some industry professionals, clothing chain operation will become a mainstream trend in the future.

So what are the advantages and disadvantages of chain operation clothing?

Mainly in the following aspects.

Such a single product line is sold in the form of exclusive stores or counters. When consumers choose, because the brand is single and the product line is single, there is little room for choice. Therefore, there are still drawbacks.

Using chain selling mode to compensate for multi brand and rich product lines can also increase the profitability of chain stores.

Instead of buying the same underwear as the old one, the family bought a suit.

In addition, this scale operation can reduce operator's cost input and expand profit space.

This is because in the terminal execution, the brand image will always be different because of various reasons, which is a fatal blow to brand building.

The image of the chain store is based on the brand of the store, and promotes the development of the brand image with the brand of the store.

On the basis of resource advantages, terminal stores have appeared in a unified store image across the country, and advertising campaigns are highly unified. These provide favorable conditions for the image building of chain stores.

Therefore, under the pull of store image, concentrating resources superiority can form scale effect and drive the development of enterprises and terminal channel providers.

If we operate in a chain mode, we will ensure that goods are delivered in time with centralized logistics and scientific logistics distribution.

Such a planned, unified and intensive way of operation can reduce the cost of operation on the one hand, so that the product price has a competitive advantage.

On the other hand, highly unified management can also maximize the brand image with the least resources.

As a chain, there are advantages and there are still some problems in specific operations.

At present, there are many difficulties in chain operation. It is difficult to manage. A large number of market managers are required to maintain and upgrade the business of chain stores, resulting in high operating costs. At present, some second tier brands are reluctant to put their brands into chain stores.

Especially some front-line clothing brands.

I talked about this kind of problem when I talked with people in the industry.

Because clothing is not like the electrical appliance industry, the cost of setting up a store is too high. If it is not too powerful, it will enter the super oligopoly terminal such as Gome, sunning and Yongle.

Therefore, in such a situation, clothing brands will choose to build their own exclusive stores instead of choosing large stores built by terminal channels.

Therefore, the absorption of many well-known brands is the biggest problem in the operation of large terminal stores.

If the strength is not strong enough, it is difficult to support the operation of the store.

Therefore, this is a difficult problem for terminal channel operators.