Understanding The Essence Of "Retail" In Clothing Market

The brand development of clothing has changed the operation mode of clothing. This change is determined by the development of the clothing market, and the development of the clothing market itself is influenced by the concept of consumer clothing consumption.

To improve business profits, we must first explore where the profit point is.

Branding is almost the only way to increase profits, because in addition to brands, other visible factors of commodities can be "legitimately" replicated quickly.

First, we must attach importance to the quality of clothing.

Today's clothing management can not just pursue an absolute price advantage at the expense of commodity quality.

Secondly, commodities should be serialized.

Compared with the serialization trend of the current clothing market, there is obvious deficiency and defect in the single product operation of the factory direct selling type, which results in the commodity combination function being completed by the buyer (wholesaler and operator).

The series commodity mix is decided by the idea of consumers' dressing and matching. Therefore, in the retail sector, clothing should be a commodity mix that can be built together rather than a single category.

Thirdly, products should be stylized.

Especially for women's wear, every season should have seasonal design themes and different design with the current trend.

Even if there is a stall in the professional market, the brand characteristics should be clearly reflected in style, rather than what goods are sold well.

The trend of clothing fluctuates rapidly. If there is no unique design style as the foundation, the risk will be higher and higher only by catching up with the trend of intuition.

The branding of ideas refers to the need to upgrade the concept of enterprises from wholesale mode to brand mode.

The most important thing in the wholesale business is the channel's economic strength and good faith management. Brand management is a specialized field. It needs not only the economic strength and good social relations, but also the brand professional ability and advanced and correct ideas. The latter part is called the soft power of the channel business.

Facts have proved that only a strong channel with strong soft power can help brands expand better in subsequent brand management.

At the same time, this also requires brand operators to upgrade the channel chain management.

Profit comes from the meticulous management of channels.

However, there are still some misconceptions about brand operation mode and method.

One phenomenon is that some brands that already have hundreds of stores have changed so much after 10 years of operation. They choose to withdraw from the agency to build their own system.

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In the process of building the whole channel, no matter which strategy is adopted, such as advertising endorsement, fair show strategy, famous teacher design strategy, etc., we still have to solve the basic, key and key problems of the channel.

The whole channel's overall consciousness and pace can be coordinated; the stability maintenance of the whole terminal management team, and the cost of the gold store rent are worth pondering, because the fine management of these channels can be turned into profits.

All these reasons have directly led to the serious problem of "high inventory" in clothing management, which in fact has greatly damaged the profit increment ability of enterprises.

Therefore, today's clothing operators need to re recognize the nature of the clothing market.

Understanding the essence of "retail" in clothing market

The clothing market is essentially a "retail" market, and a fashion retail market in retail.

Therefore, the solution should first be based on the retail basis.

At present, the problem of clothing retailing is the original, decentralized retail mode of spouses and shops, which belongs to the "individualized" mechanism.

Some single stores can make money in some special areas. Therefore, enterprises have always wanted to expand through single store replication, but the experiments over the past few years have ended in poor results or high costs.

In today's market clothing chain, the solution should be modern farm production. It belongs to the "integrated" mechanism. With the international retail terminal system operating in China in the past 10 years as a reference, the profit model of a number of stores (theoretically but 1000 stores) is pported to all shops, and the profit of all chain stores across the country can be achieved through management methods like McDonald's and KFC.

In this retail management solution, the three level management chain is designed according to the three main bodies of brand management, namely, headquarters, agents, branches, franchisees or branches. Headquarters, agents and branches belong to the brand retail control and supervision system; agents and sub divisions, stores or franchisees belong to the process management of regional marketing and branch stores; store consumers belong to the standardized management of stores. Brand chains realize the support, marketing and monitoring of the terminal market, agents and distributors through three major modules, such as service, promotion and monitoring, and then comprehensively solve the three core elements of the retail terminal: commodities, shops and personnel.

The problem of high inventory and low profit faced by the industry is that only by introducing the "integrated retail mechanism" and building an actuarial plan on the basis of retail science, will it be possible to eliminate inventory and increase profits at a minimum cost, and the garment industry can break through the bottleneck and continue to expand.