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Shishi: Clothing Brand Layout Two Or Three Line City Remarkable Effect

2010/10/11 15:32:00 86

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"In

Two or three line city

The shop is open for a period of two to three years, with a lot of rental and shop decoration fees, containers and doors and other valuable entities. The shopping mall is different, so long as goods and rents are provided, the water and electricity charges are saved.

A Wei, director of sales at Shishi clothing company, said that in mid September, they rented several counters in the shopping malls of Wuchang, Zhecheng, Jiujiang, Ganzhou, Zhuzhou and other cities, and gradually launched the two second tier sales network from the mass consumer groups.

"From the current situation, the access threshold of shopping mall in two second tier cities is relatively low, so long as the rents are paid, the quality of goods is guaranteed and some profits are extracted, it is easy to enter without signing the contract."

First, the chairman of the enterprise said that the shopping malls in the first tier cities are a cruel battleground. Generally, contracts are signed on a yearly basis. When a batch of goods is not ready to sell, it is necessary to get off the shelves in time and replace the new ones. If the sales are really bad, the shopping centres will ask for a brand change or a withdrawal.

At the same time, in the shopping malls of the first tier cities, brand clothing and shopping malls are basically co operation modes. There is a turnover period. This month, the sellers sell invoices to the shopping malls next month, and the shopping malls only return money.

In addition, 30% of the shopping malls will be deduct, plus taxes, costs, labor and utilities, which will account for more than 50%.

In addition, the crowd of many "foreign brands" squeezed, and the shopping malls in the first tier cities basically did not open the front for local or domestic small and medium clothing brands.

It is understood that from the analysis of consumer habits, in recent years, the public

Consumer

Shopping is more popular in shopping malls. As far as franchised stores are concerned, the prices of shopping malls will be relatively low, and they will not cause consumers' antagonistic psychology and embarrassment because they are too enthusiastic.

For small and medium-sized clothing brands, its consumption class and group are mainly populace, and the working class with age between 25 and 45 years old corresponds to the sales channel and mode of the shopping mall.

A Wei said that during the National Day Golden Week this year, the sales volume of all the shopping malls was very hot in their early planning and careful preparation. The total sales volume of the 6 shopping malls counters far exceeded the sales volume of 9 stores.

Awei disclosed that next, the company will continue to rent the counters in the two or three lines of shopping mall in Southern China, North China and central China.

There are many small and medium-sized clothing brands that have similar marketing vision with A Wei's company.

During the interview, the reporter learned that four Hailong also shut down the store in Zhenxing road some time ago, and turned its gaze and direction to the Dehui square, which is more popular in Shishi.

Insiders believe that the first line market is close to saturation.

Small and medium garment brands

It is too difficult to squeeze in, and the market prospect is not very broad. In the two or three line cities, it is necessary to open up battalion and have certain strength and high risk. Choosing the shopping mall route is the best marketing method at present. There are three main advantages: first, it does not need to "touch the car" with other brands, all win by quality, style and price; the two is to skip the link of agents or distributors, so as to keep clothing at the lowest price and contact with the public, easy to get consumers; three, it does not need a lot of cost investment, and reduces many business risks.