New Batch Zero Era &Nbsp; Clothing Wholesale Market Subtle Spanformation

Trade and do not give up the huge retail potential of Beijing, and create the foundation of its own business; Hanzheng Street was robbed of the top priority of the Central Plains wholesale circulation by Zhengzhou; Harbin's Hongbo Group shared a cup of soup through the collectivization and unified operation and closer business service brokers, and separated from Shenyang's five love market. The thirteen lines of Guangzhou enhanced their management personality due to the positioning of fashion and close to the forefront of the popular market. The leather city of Haining relied on the concentrated operation of leather products, and pioneered the mode of combining wholesale markets with tourism, training and learning, and prospered the market. For example, Beijing Bai Rong World Trade Center takes wholesale and retail business as a mode of operation.

Among them, the most notable is the hundred glory in Beijing. WTO mall A group of diversified wholesale and retail markets represented by the group is spanforming into a clothing oriented specialized shopping center. The trend of "shopping center" in the wholesale clothing market shows two changes in the professional market: on the one hand, from the distribution function of a single garment specialized market to the comprehensive and high-end function of the "international garment sourcing center"; on the other hand, the wholesale market led by appropriately increasing the retail format indicates a new era of wholesale and retail. The new batch zero era, launched in this issue, aims to analyze the practical experience of China's apparel professional market in the combination of wholesale and retail.

Beijing Bai Rong World Trade mall: from zero to brand operation

During the worst financial crisis, many Wholesale market They are lowering their rents, and the rents of Beijing Bai Rong World Trade Center are rising. Every day, the high popularity of passenger flow makes Bai Rong become the focus of brand attention. In this regard, Xu Guozhu, general manager of Beijing Baron World Trade mall, is very calm. He thinks that the future must be the market-oriented mode of fashion brand operation. Now the consumers' aesthetic ability has improved, and the demand for shopping environment, service level and commodity grade of the market is also very high. What they value is a comfortable shopping environment and good quality and cheap quality products. Under the situation of "marketization of shopping malls and marketization of shopping malls", we must take the road of fashion brand development. Only brands can cultivate and attract loyal customers and consumers.

Geographical location determines the consumption of people. With the rapid development of urban spanportation network and the localization of metro, Bai Rong, located in the South Third Ring Road of Beijing, has attracted a large number of consumers in the "remote" area similar to Beijing's North Fifth Ring Road. They have taken the subway and bus rapid spanit to choose their favorite fashion brand products.

Business hours need to be close to department stores. Wholesale market The characteristics of department stores are early opening and early closing. The characteristics of department stores are relatively late. How to integrate the best plan in the two formats can not only take care of wholesale customers' routines, but also cooperate with the time and time of retail customers. This is a problem that needs to be solved first. {page_break}

Bai Rong took the first step. In May 1, 2009, he delayed his business hours by 1 hours, opened at 6:30 in the morning and closed at 7:00 pm. From nearly three months of business data, the 1 hours of turnover have accounted for 6%~7% of the day's turnover. As to whether business hours can be postponed, we need to see the market demand and cost control. If necessary, we will continue to adjust.

The commodity category in the market must be enriched to meet the needs of consumers at different levels. Bai Rong is planning to build a children's Park. The children have special care. Parents can rest assured that they are shopping. They are also preparing to set up a video game hall to meet the needs of young people. In addition, there are differences in the grade of products. The two level of the 100 phase is the middle and low class women's clothing, which is economical and practical. The three level is the boutique women's clothing, with high quality and high price, satisfying the needs of consumers at different levels.

Making businessmen earn money is the absolute principle. For example, kappa hundred glory store is the highest sales area in Beijing area, and Nike and Adidas hundred Rong stores are among the top ones in their respective brand stores. Bai Rong's high popularity and renting policies attract these brands to join. In 100 glory, brand stores only pay the rent and receive their own money, so they can freely control the cash flow and improve the utilization rate of funds.

Smarter choice of business, spanparent operation throughout. As long as the merchants paid money, they paid no attention to the qualification and strength of the merchants, causing many merchants to invest only, unwilling to accept the overall adjustment of the market, and unwilling to develop together with the market. Now, when merchants enter 100 Rong, they must first examine their qualifications, then invite tenders and bids, so as to realize the spanparency of investment and rentals and eliminate the black box operation. The threshold has been raised, which helps the market choose more powerful and consistent customers, and cooperate in depth and develop together. Since 2004, Bai Rong has nurtured many good quality merchants who have the same strength and market share. They spanform and develop together with Bai Rong. These customers are the wealth of Bai Rong.

We must walk on two legs and operate in a diversified way. Under the financial crisis, Yiwu and Ya Po Road, which are overly dependent on foreign markets, have been hit most, and the result of walking on one leg must be very passive. After the adjustment of the commodity structure, the two phase of Bai Rong has reached 96% occupancy rate as of April 30, 2009.

Bai Rong management team has worked hard to integrate the toy market in Beijing, introduced the toy wholesalers of the heaven and the front door, formed the first big toy distribution base in North China, introduced many southern wholesalers who made bags, and formed the largest luggage purchasing center in North China.

The ground floor is set to the middle and low shoe city, from head to toe, from inside to outside, to create the ultimate form of one-stop shopping.

In addition, Bai Rong introduced the fast food chain like "sipping, feeding," and "steaming". Recently, Watsons, the world's third largest retailer of health and beauty products, is also talking about cooperation with Bai Rong.

After these adjustments, the two stage and the first stage form a supporting point, which really achieves the purpose of complementary and dislocation operation.

International fashion brand operation will be a trend of future wholesale market and brand direct development. At present, many famous brands at home and abroad are talking about cooperation with Bai Rong.

At the same time, Bai Rong also went abroad. This year, we inspected the market of Han Guodong's gate. Bai Rong will strive to build a "Korean city" in the first phase. Korean clothing will account for 70% of the proportion. Accessories, shoes and hats will account for 30% of the proportion.

"At present, the percentage of wholesale and retail of Bai Rong is 40% and 60%, and I am adjusting this proportion." Xu Guozhu confidently said, "retail survival, wholesale development, as a wholesale market, the proportion of wholesale accounts for 60%, which is the ultimate goal of the wholesale market, 100 Rong will achieve this goal in 2011."

Haining Leather City: tourism shopping market

"For the layman, the market is messy and messy. But think hard, whether the market around you is changing quietly, and people will go to professional MALL shopping and leisure more." The chairman of Limited by Share Ltd, China Leather City Limited by Share Ltd, who always said that he had only primary school culture, had his own law. In fact, he kept a constant pioneering spirit. He always followed the forefront of development and pursued it tirelessly.

If the time pointer was back to 17 years ago, no one could imagine that today's Haining is known as the "leather capital of China". Because no one believes that in a place where there is no leather material, a professional tourist shopping market with the largest scale, the most influential and competitive advantages can be produced. {page_break}

But this miracle did happen in the small town of Haining in 1994. Since then, a market has promoted the development of a city.

No one could have foreseen the situation today when the leather city opened.

In 1993, the leather garment city of Haining, the predecessor of China Leather City, broke ground in Zhejiang. A year later, the leather city was completed, and the investment and opening work was put on the agenda. At that time, he served as deputy manager of the investment department, and he was responsible for the opening of the market. He made detailed plans, and even those who set off firecrackers in the materials to report to the leaders. At the same time, it also proposes to hold the Haining Leather Clothing Fair during the opening period, so as to make a brand of leather city.

In September 22, 1994, Zhejiang leather garment city officially opened. On the same day, the first National Leather Clothing Fair opened. There are no empty seats on the 246 stalls in the market. The exhibition will be open for 5 days. But no one expected that when the exhibition was over, customers would have to evacuated the premises, leaving no customers left in such a large market. As a result, there was a slip of the tongue in the streets of Haining at that time: "vigorous and vigorous opening, cold and clear management, and quietly closing the door."

He was in a hurry with his colleagues. He and his colleagues called the customers and called them to the door. But he knows that the market is going to flourishing, not just for people to sell, but also for people to buy. Ren has come up with a good idea. He specially invited reporters from Hangzhou to visit and interview Leather City, and then published the news in the newspaper. The beautiful and cheap name of Haining fur coat began to spread in the provincial capital.

Soon, a large number of Hangzhou people came. Before long, the market was already crowded.

After the brand of Haining's fur and cheap quality goes out, there are more and more customers. On one occasion, two customers snapped up the same leather coat and pulled off the sleeves of the leather jacket. After 3 months of opening, the turnover of the market is as high as 580 million yuan. Ren FA and his colleagues were all excited to tears. He knew that everything was difficult at the beginning and the first hurdle was over.

In the end, the golden signboard of "national 4A scenic spot" became Haining's unique capital in the leather industry.

For a long time, leather city has built up a modern tourist shopping center with its own commodity advantages and location and spanportation advantages. Through energetically reforming tourism reception measures, introducing management talents, improving management methods, enriching tourism marketing teams, constantly strengthening tourism marketing efforts, and promoting tourism in Shanghai, Jiangsu, Zhejiang, Jiangxi, Anhui and Shandong. Extensive contacts with representatives from other travel agencies and scenic spots have been made, and contacts have been established to complement each other and achieve brilliant results. "There are many elements of tourism. We do not want to be big and complete. Our goal is to enlarge and perfect the advantages of shopping tourism." There is no doubt that there is no way to speak confidently.

Shanghai new seven Pu clothing Market: mismatched boutique women's wear

Shanghai new seven Pu clothing market is located in Shanghai new seven Pu. It is a branded and specialized clothing market which is professionally managed. In the past 20 years, clothing merchants in Cheap Road have done wholesale clothing in a simple way, without any misconceptions. In 2001, several large wholesale markets of Shanghai new seven Pu opened successively. The humble Cheap Road business circle achieved the first vertical crossing in the management pattern. After 10 years of ups and downs, it became a very famous clothing trade circle in Shanghai and even in the whole country.

Among the dozen professional markets, Shanghai's new seven Pu clothing market, as one of the earlier garment markets, has unique competitiveness in the management of boutique women's clothing. The Cheap Road clothing market has distinct business characteristics and accurate positioning, and has a lot of characteristics in line with the quality of the floor. There are many women's clothing on the two floor, women's clothing on the third floor and the five floor on the four floor, which are integrated into the Cheap Road clothing market, playing the wrong position in the commercial market. In other markets of Cheap Road, some of them are fur and woolen sweaters. The subdivision of the products in every market, as well as the subdivision of functional positioning, also stems from the collision of business positioning in Cheap Road's clothing market over the past 7 years. Managers of every professional market profoundly realize that dislocation management is the basis for the survival and development of the professional market. Cheap Road's market and business circle combined with its own characteristics, although it is in Cheap Road business circle, has formed its own business characteristics to meet the consumption needs of different classes, and has won more and better development opportunities for Cheap Road's clothing trade circle. {page_break}

The Chinese like to rush into mass action and have been criticized for many times. An economist has said a profound and interesting story. If a Jew opened a garage in a place in the United States, the second Jews who came here would certainly try to open a restaurant there. The Chinese are quite the opposite. A Chinese opened a garage in a place. Second or third of them came to repair shops.

Managers of the clothing market in the same trade area should avoid the phenomenon of homogenization of the market. Because homogenization, competitors can not only get rid of it, but also grasp it tightly. As a result, the whole business circle is in bad operation. Only by avoiding the homogenization of location will the market be interdependent and grow together. Provide a new idea for the new market competitors. The idea of dislocation management comes from empathy thinking, changing to the position of peers, changing to the position of consumers, taking account of the positive interests of the three parties, such as themselves, peers and consumers, thus affecting and promoting the dislocation of products in the whole market in Cheap Road. If you change your position, you will have a completely new thinking and the goal of hope will become a reality.

The prosperity of Cheap Road clothing trade circle depends on dislocation operation. From simple product dislocation to service dislocation, cultural dislocation, image dislocation, marketing and other aspects of dislocation. Now, the professional clothing market in the country is aware of the importance of dislocation management, and it is undoubtedly a milestone in the development of the garment market. Dislocation operation comes from the needs of consumers, and the further promotion of market segmentation is an inevitable choice under the conditions of market competition. The dislocation of professional market in clothing business circle is still inseparable from the scientific planning of local government and management departments. It is inseparable from the effective coordination and mutual trust of professional market managers in business circles and mutual support.

In order to promote the professional market of Cheap Road business circle continuously to the new field, the Cheap Road garment market, through the communication between Cheap Road garment management committee and various markets, has created the Cheap Road garment professional market, so that the market can avoid the localization of homogenization competition. The investors in each market will carry out industry self-discipline, negotiate and implement the professional market positioning and avoid duplication of the professional market. Third, we need to strengthen the exchange of professional market managers and conduct in-depth discussions through the concept of market dislocation, and then implement them concretely. Under the promotion of Cheap Road Street Management Committee, professional market investors and professional market managers, we should give full play to market conditions and functions. We should give full play to the coordinating role of various professional markets and realize the idea of dislocation management, thus laying a solid foundation for the development of specialized markets.