In 2010, Spanish Chinese Clothing Economy Was Eliminated.

SANNI's business experience

A few days ago, I interviewed. clothing Mr. Zhang, the owner of chain store SANNI. According to Mr. Zhang, his flagship store was built in 2007 and located in the suburb of Madrid. After three years of development, SANNI already has three chain stores, and the other two are located near VALLECAS and downtown GRANVIA street.

Mr. Zhang said that the advantage of chain operation mode is that it can provide unified supply and unified management. The selection and allocation of goods are more flexible and the inventory is more efficient. Chinese chain clothing The expansion of shops is fast, and some Chinese bosses expand to more than a dozen stores within two years. However, large-scale expansion needs more investment. Once liquidity, staffing and management are not keeping up, the profit situation is worrying. Partial linkage clothing The owner of the shop seems to be spreading out, but in fact, it is losing money.

Mr. Zhang's strategy is to be steady and steady. He is not eager to expand the number of chain stores. clothing The style, layout and decoration of the storefront, and the choice of the source of goods are further studied so as to explore the potential of the market.

The author found that SANNI's interior design, decoration and layout of VALLECAS are closer to European style and somewhat similar to that of SARA, a clothing giant. Mr. Zhang said that more and more Chinese people now open their clothing stores and choose European decorations. They even invite foreigners' interior decorators and window designers at all costs. On the one hand, to cater to the needs of consumers, on the other hand, it shows that the taste of the entire Chinese garment industry in Spain is constantly improving.

Mr. Zhang said that the choice of European style decoration also means that the cost of the initial investment has been raised. Like his shop, more than 100 square meters, the Chinese decoration company is invited. The design plan is jointly studied by both sides, and the decoration cost has been spent more than 40 thousand euros. If it is decorated according to the traditional Chinese clothing store style, as long as almost 20 thousand euros is enough; on the contrary, if the European style of clothing store is further emphasized, the cost of foreigners designers and decoration companies may be increased to 60 thousand to 80 thousand euros. If you run a clothing store according to the previous mode, the cost of putting into the decoration design is enough to open another chain store.

At present, SANNI stores adopt a consistent management mode. In terms of staffing, each shop arranges a shop chief, a CAJA worker, a salesman and a tally worker. In terms of sources of supply, Chinese clothing is still mainly concentrated in Spain. wholesale Company. Mr. Zhang said humbly that at present, the Chinese clothing chain stores are developing very fast, like many of them have two or three stores. If you buy goods directly from the domestic clothing manufacturers, one is not so large quantity of purchase. Two, there will be a lack of timing, and the styles of clothes will be updated very quickly. Maybe your goods have just come in from China, and this style has been ebb and flow. It is also important to know that the consumption demand of Europeans is very important. Sometimes the style is right, but the fabric is not right, which will also lead to unsalable and inventory backlog.

In handling the clothing store's inventory, Mr. Zhang advocates price reduction promotion, even if it does not make money, we must sell the stock to cash. Only in this way can the circulation of clothing shops be guaranteed, and the efficiency of cash flow can be increased. The new proportion of new garments will attract more consumers' desire to buy. Many Chinese run clothing stores and can't afford to sell them. Some of the overloaded clothing products are not sold at low prices, resulting in more and more stocks. clothes Fewer and fewer sales are getting narrower.

At present, influenced by the economic crisis, the price of some clothing brands in Spain has reached the lowest level in history. The price advantage of Chinese clothing stores is not as obvious as before.

Who are we competing with?

In the process of interview with SANNI, Mr. Zhang mentioned a phenomenon and concluded that "unity has strength". Mr. Zhang said, "I used to live in France and found that Jews there were very united. They did not engage in low price competition and help each other. The Jews who opened up shop in the market would help their fellow townsmen, teach them experience and even help them." Therefore, the Jewish peers are a state of alliance. In contrast, the Chinese in Spain are basically rivals.

Mr. Zhang believes that the consumption of Chinese in Spain is too large, and the state of self governance and competition has been going on for many years, and the force is too dispersed. Chinese bosses and storefronts seem to be numerous, but they are still scattered, lacking the overall view and paying close attention to their own interests. Jews are relatively United. They will not set up two similar stores on the same street. They regard the French and other countries' immigrants as competitors, and compete for others' market unanimously. It can be said that the Jewish community is basically a whole. Their attacking direction is the mainstream market, and the Chinese group encroach on their own market. Once a Chinese businessman enters a new field and produces a new cake, the only thing left is how to divide the cake instead of continuing to make this cake bigger and more valuable. In the short term, the cake may be divided into ten parts, and ten owners can earn some money. After a few years, the cake is divided into one hundred parts by the Chinese themselves, and no one will eat enough.

Now the Spanish government has issued various policies to investigate Chinese companies and shops. The development of the Chinese economy has been hampered and attacked. Many Chinese bosses have no team spirit and consciousness because they have been fighting alone for a long time, and the internal competition has long been white hot. Under such unfavorable conditions, the Chinese even have no strength to fight against the war. They can only support and even wait for bankruptcy. Chain operation is a mode worth trying and practicing. However, the implementation of the chain requires greater economic strength and management strength, higher personal quality, a broader business vision and a more united sense of collectives. Obviously, the Chinese business circle still needs a certain amount of time to accumulate the basic elements of successful chain store operation. If the Chinese can really unite and make the clothing store chain corporation bigger and stronger in the form of joint stock, at that time, our competitors will be the business giants in the mainstream market, such as SARA, MANGO and other famous brands. If the Chinese do not unite, they will still fight alone, engage in small shops, distribute businesses, and thousands of shops will be crushed by the big companies in Spain, and will eventually be eliminated by the market.

When do you own Chinese brands?

Lining's clothing has entered the Spanish market as an internationally famous brand. SARA and MANGO's Spanish clothing brand chain stores also blossom everywhere in China. This shows that the big trend and the environment allow Spanish Chinese businessmen to take their own brand line, but building a brand needs strength. As long as the Chinese people are united, they should gather the scattered funds from the small shops and make the costumes. wholesale Together, the warehouse can have the strength to build a clothing Brand Company. At that time, Chinese businessmen can have their own clothing design team, their own marketing team, their own logistics distribution Department, and their own management team. They really have a firm foothold in the mainstream market of Spain's clothing industry and have a place to launch a shock and challenge to SARA and other large companies. I believe that the interests of every minority shareholder will exceed the income of a small business run independently.

　　編者按：有句老話，凡事知易行難，中國人能否團結起來還是未知數，甚至可以說可能性很小。不過政府的打壓，內部競爭的消耗，整體經濟環境的低迷，已經把西班牙的華商逼到了一個前所未有的險境之中。或許在2010年這個洗牌的過程里，能夠涌現出一批向更高層次的商業領域進軍的中國人，整合資源、集中游資、建立團隊，打造旅西華人自己的明星企業，發揮連鎖經營的優勢，帶領中國人群體率先沖出經濟危機的陰霾。我們拭目以待。