Brand New Channels For Men'S Wear: The Core Lies In Control And Operation.

Li Ru, chairman of Limited by Share Ltd group of YOUNGOR group, said: "the most important thing for clothing is brand and channel, and the core of the most valuable and vital enterprise lies in the channel."

In this period, we turn our attention to men's clothing industry.

Why is the scope of attention locked in men's clothing? This is because the strategy of walking on two legs in brand and channel in the past twenty years has been implemented in men's clothing industry.

Most of these men's clothing brands have had simple and extensive manufacturing history, and they have taken the lead in brand operation, and the thorns and temptations of channels have also been accompanied.

This change can be generalized if the pition from manufacturer brand to channel brand is too general.

But if we talk about the fast fashion represented by ZARA, H&M, or the new sales channel born in the field of e-commerce that is eager to be tried in the industry, there is an indispensable point in its successful mode.

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The rise of an industry brand group first benefits from a regional industrial agglomeration.

Jin Pu, a vice president of Limited by Share Ltd, has discovered such an interesting phenomenon. In the early days of reform and opening up, the return of overseas Chinese brought about the imitation of clothing styles. The Jinjiang people who had washed their feet on the field also launched a batch of licensing campaigns, which created strong brands, seven cards, seven wolves, nine herdmen, and love brands, all concentrated in this area.

Unlike the Jiangsu and Zhejiang provinces, most of them are dressed in western style suits, and the casual men's clothing industry is formed in this area.

Even in the same regional brand camp, there are subdivision and positioning of their products in the continuous brand building campaign. Take Jinjiang clothing as an example: the seven wolves' POLO shirts are colorful and Qipai Chinese standing collar is endorsed by Jet Li.

However, the development path of each brand in the channel is highly similar.

From the very beginning, we should make wholesale and turn to a faster circulation mode. We should set up a general agent system, introduce distributors and develop franchisees, so as to increase the proportion of direct business and optimize distributors' channels.

The logic behind this path is: compared with the international high-end brands that have entered the Chinese market, the domestic market positioning of the domestic brands determines that the price fluctuation is not large.

As a result, the price increases with the rise of brand positioning, and the possibility of achieving endogenous growth of brand is very slim.

Therefore, it is reasonable to achieve extensive growth through rapid expansion of channels.

It is not difficult to understand that domestic clothing brands are enthusiastic about franchised stores.

The top two brands in the above two thousand camps, the number of franchised stores (counters) has basically reached more than two thousand.

But after a rapid expansion, the arrival of the financial turmoil has made these brands more or less calm. On the other hand, ZARA, H&M and other overseas fast fashion representatives have also brought ideological shocks to domestic entrepreneurs.

It can be said that the control and operation of channels are far beyond the channels.

First, let's see how ZARA do it.

First of all, ZARA are very fond of big brands. They choose LV as neighbors. They also have large shops, but there are not many styles, but they are quite full.

Moreover, the proportion of these outlets is very high, so as to ensure their control, but this means that their profits also depend on these big stores.

Secondly, ZARA provides customers with affordable fashion. Its success is due to its full supply chain management and the application of IT system to support the rapid response of the supply chain.

The function of IT system is to ensure timely and smooth information pmission.

In ZARA's chain stores, the IT system has been deployed to every store, and each store has its own shipping list. For example, the shipping list of the French shop is different from the Italy store.

The store manager is responsible for checking the sales of goods in the store, and then ordering from the headquarters according to the needs of the next week.

Headquarters gathered the information through the Internet and sent them to Spanish factories for production and delivery.

If you call it an information system, you are only half right. The complete answer is the effective combination of information system and business.

In order to ensure the synchronization with fashion, continue to develop new models and launch new products quickly, ZARA controls the lead time (i.e. the time from product design to sales).

According to relevant information, the leading time of ZARA is 15 days, and the leading time of H&M is 20 days, while the leading time of domestic clothing enterprises is 90 days -120 days.

Don't forget them, these bunch of restless guys.

In this case, we can see that the two camps are in the same case.

YOUNGOR starts subtraction.

The "bad mix" of the terminal has caused great damage to the brand image of YOUNGOR, which is not consistent with the high-end line YOUNGOR has always wanted to go, so YOUNGOR decided to cut the retail terminal from 5000 to less than 2000.

The development of direct battalion and joint store is being done.

But there is still possibility of optimization.

The seven wolves began to try to copy the management concept and mode of direct battalion to the franchised stores of franchisers.

In terms of quick response, these brands will continue the mode of product exhibition + order meeting. However, it is believed that, as long as an efficient market reaction mechanism is established, this mode is not bad.

There are also birds of prey to buy bird Rio Tinto customized market, will also fashion two words set on the head of business men's clothing, open shop with the ground custom shop to try.

It is too early to cheer for these brands to change, but the brand of these pioneers is still very restless.