Is Your Brand Suitable For Opening A Large Store?

In the long term terminal training service, it is found that many brands are imitated by operation, and most of them are superficial phenomena.

Few bosses are willing to look at problems from the root of the problem.

Take this platform to share with you about the latest products of the mature store brand and imitation new domestic brand.

Famous

The following is a comparison between ZARA and a women's clothing brand in China. Hereinafter referred to as ZARA and national women's brand!

Choice of business district:

ZARA: choose one of the more developed and fashionable A-type cities in China.

This kind of business circle is characterized by a strong acceptance of fashion by customers, and a preference of consumers to choose their own collocation.

It belongs to the ability to accept fashion innovation, loyalty to the design is higher than all, brand consumption demand is mainly based on quality and safety needs, rather than blind envelope brand.

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National brand: choose the B business circles of the more developed and fashionable cities in China, and the A-type business circles of the general capital cities in China, and the A-type business circles of the more developed B cities.

This kind of business circle is characterized by a high degree of acceptance of fashion consumption by customers, but the judgement lacks clear personality aesthetic consciousness and is easy to be influenced by popularity and evaluation.

Clothing matching requires salesmen to help and recommend when consuming.

Brand discrimination is somewhat vague and vulnerable to external factors. Moreover, the same shops on one street cause diversion of passenger flow.

Differences in commodity structure:

ZARA: the structure of goods is from women's clothing, including workplace, leisure occasions, fashion occasions, dinner occasions, and other types of clothing, as well as children's wear, men's wear, girls' clothes and so on.

The price with the basic price is very low, the long pin category, such as the rich pant price belt, and the fine fabric with a high level of classic fashion and recognition, can also be marked by 1000 to several thousand.

Maximize the use of the bustling business circle of people, to ensure the proportion of the volume and volume of business! From a single category, through the price to balance the brand's competitive edge!

National Women's brand: the product structure is only women's clothing, and only the age group from 25 to 45 years of age, some shops have men's clothing.

Women's clothing is mainly based on fashion and leisure. The price bands are often seasonal, and the prices are very high.

The structure and pricing of goods result in fewer customers and less turnover.

Some consumers are more concerned about the over season discount products, and the cashier is somewhat deserted, which is completely unlike the ZARA cashier queuing.

Sales mode difference:

ZARA: through the display and display to guide customers to choose the style and style they like, the quick fitting fitting room is the key to making decisions.

The fitting room fully considers the needs of customers for lighting and mirrors, so that customers can have more objective fitting experience.

National Women's brand: display style is very rich in appearance and style. It is very clear that the style design elements are very repetitive, and display style elements are not clear. Occasionally, there are salesmen in the fitting room to provide sales recommendation services for customers. There are no mirrors in the fitting room. Many people are outside looking at a mirror. The influence of customers' emotions often affects objective sales.

The key is that customers do not get a clear guide when choosing clothes, and when they try to wear clothes, they can easily give up their purchase when they encounter the collocation problem. {page_break}

The difference between product style update and sales information processing is:

ZARA: professional commodity analysis can reflect the sales trend of goods, express the logistics and design information quickly, maximize the information provided to the headquarters terminal sales, and timely replenish the better sales style.

(I will go to ZARA shops two times a month to observe the changes of goods. Many of the styles that I can't predict will not be seen in about two weeks, and the good selling styles will add a lot of similar items.

Note: I am very sensitive to the analysis of the acceptability of style consumption, and seldom judge errors.

Chinese women's brands: perhaps because of the needs of large area shopping malls, the store is made up of old, new and over season, and the style is updated very slowly. The proportion of style updating in a month is very small. Basically, no new models can be seen. Only two months or so can we see the new ones, mainly by updating and updating to make up for the slow updating of the style.

Well, the information I discovered through surface observation is limited and can only be shared.

There is not much to say about return on investment, resource utilization, and management system.

Many can not enter the enterprise, it is difficult to understand the difference between other brands.

Through these, it is easy to see the difference of brand profitability.

Maybe you can open a large store like others, and seize the channel resources ahead of time. But what we absolutely need is not the surface beauty of the big shop, but the real profit pattern. Without the support of the profitability of the product, the big shop will fall down before making money.