The Clothing Brand'S Big Shop Pattern &Nbsp; Not The Big Brand Is Not Suitable.

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Zara store mode

The big shop is a form that caters to the psychological changes of consumers. People's consumption of clothing is not more embodied in physical needs, but in spirit.

Although the rate of return on investment may not be high and the payback period may be very long, many people are convinced that to increase the sales of single store, we should first increase the volume of single store.

It may be the most direct way to show the volume of a single store and display all its products.

For example, Scola's "visiting" Anta's first store is the largest flagship store in China except the headquarters image store.

The main purpose of Anta's efforts to build Anta's first store is to let consumers see a piece of sports art here, feel the concept of "Anta sports city", experience the joy brought by sports to life, understand the brand culture of Anta, hope to meet the needs of professional athletes, sports enthusiasts and different consumer groups that pursue fashion. Anta Sports Products Limited brand President Zheng Jie said, "the first flagship store has a very important significance for Anta product sales and brand connotation."

Actually, it is not only Anta that sees the significance of big stores. Earlier, more than five hundred square meters of flagship stores such as CABBEEN and Li Lang have been put into use. The United States and BELLE have opened five thousand and seven thousand square meters of stores respectively.

"From the past experience in direct shop network construction, although large scale outlets have low investment return rate and long investment recovery period, they are very helpful in setting up brand image, providing customers with a more perfect consumption experience and enhancing their affiliate business," said Zhou Chengjian, chairman of the US state board. "First of all, the store is very large, with large volume of goods, strong selection, and easy to form popularity.

At the same time, the integrated product line further widened, attracting consumers of all ages and widening the consumption audience.

Among them, as a big shop mode fans, the seven wolves started the network construction of big shop life hall as early as 2007.

"Life hall will mainly focus on big cities, on the one hand is the image of performance, on the one hand is the exploration of mode", Zhou Shaoxiong said, "living hall needs population density and consumer support."

In his view, the big shop is a form of pandering to the psychological changes of consumers. People's consumption of clothing is not more embodied in physical needs, but in spirit, to meet these spiritual needs, we must have some space and must have a certain style. "People often want to buy their products after understanding the strength, influence, aesthetics and art understanding of the company."

Seven wolves 2009 annual report has shown that 545 million of the company invested 545 million for the sale of network upgrade projects, the company in Shanghai, Beijing, Xiamen and other large and medium-sized cities living museum, the single shop area is more than eight hundred square meters, the traditional men's clothing, men's clothing, household clothing, household goods and so on as a whole, with terminal channel construction to foil the brand connotation.

Big stores should bring the expected return to the seven wolves.

In the fiscal year 2010, the company's annual report showed that revenue was 2 billion 200 million yuan, an increase of 10.6% over the same period last year, operating profit of 347 million yuan, an increase of 34.6% over the same period last year.

"In 2010, the company's strategic goal of wholesale pfer to retail increased the intensity of direct sales," according to analysts. "From the store structure, flagship stores account for 10% and living houses account for 1%."

More importantly, it may come from sales.

"First, real estate appreciation is more insurance than stock futures; secondly, it is effective to use flagship stores to invest in the three tier market, and the visible live advertisements are more vigorous than the TV ads." Fang Zhong, an marketing expert at angel's marketing organization, said, for example, in a Changsha life club, the company invited agents to come to witness the grand occasion personally, and at the same time, with some marketing methods, "two thousand square meters of flagship stores sell tens of millions of dollars a day."

This also confirms Zhou Shaoxiong's view that "big stores cater to consumer psychology".

However, "in the current domestic market, it is very simple for consumers to determine whether a brand has the strength, which is to evaluate the brand through visible terminal stores.

Few people will really go through other information channels to see what brand strength is. "

Brand business design chain expert duxia said, but he still believes that not all brands are suitable for big store mode.

Take the goods as an example, if the general stores do not have too high requirements on the quantity of the designs, the theme and the seriality of the products, the products must be rich and have a distinct style.

But if the store area has reached several thousand square meters and contains several floors, the theme and seriation of each floor will require a very distinct distinction. The product must also be abundant enough, which puts forward higher requirements for product development.

For example, in Beijing's famous commercial street palisade, the big store of domestic brand always looks a little empty, and is in sharp contrast to the rich ZARA in the next product.

Obviously, some enterprises have seen this point. "With the profitability of the products, the single shop area is the most suitable for 150 square meters. Five hundred thousand years rent will make money, and five hundred thousand to eight hundred thousand of the shop rent may be a guaranteed capital, and more than eight hundred thousand will definitely lose money."

Pan Rongbin, vice president of Li Lang said.

Wang Liangxing, chief executive of the company, also said that only three hundred to five hundred small and medium sized stores were opened every year, while two hundred poor stores were phased out to achieve incremental growth.

"As we all know, the management system of big stores is quite complicated."

Duxia said.

Huang Wenjie, chairman of Chu Rui Business Consulting Co., Ltd. agrees with this view. "Big stores are conducive to management standardization, and also conducive to brand display and sales, and better to gather brand loyalty, which is an international trend in the development of garment industry.

However, not all brands are suitable for big store strategy.