This Is The Fashion Product: Chain Store &Nbsp; Grasp Five Points.

The key to the development of chain enterprises is to seize the right retail outlets. Especially now that chain enterprises are in the brink of brand competition, how to establish a strategic layout shop network in the short term and determine the chain layout is the key to the success of chain enterprises.

Positioning strategy

Different brand positioning will lead to different store opening strategies. For a new brand that is strong in NO.1 or strong in capital, there is no capital problem. Therefore, it is easy to set up a flagship store, a self run store or a franchised store, and to seize the best position in the shortest time is the main goal of its opening. Under this premise, double or multiple strategies can be adopted to establish the most intensive outlets in the shortest time and expand the contact with the target consumers. For most brands who follow the strategy of follow up, they usually choose different sales outlets according to their brand positioning, and the speed of opening stores depends on their sales.

The establishment of headquarters is crucial.

Chain enterprises play an organizational battle and resource war, so the establishment of the headquarters is quite important in the whole country's market. After more than twenty years of market development, the domestic clothing industry has gradually formed a new "Golden Triangle" and "Silver Triangle" pattern. Beijing, Shanghai and Guangzhou are still the three places of clothing industry "Golden Triangle", and Shenyang, Chengdu and Xi'an have formed the Silver Triangle layout with their strategic position in the domestic market. Although the rise of clothing in Hangzhou and Wenzhou has made the clothing industry famous in both places, their market influence is still slightly lower than the strategic position of the three banks in the "Silver Triangle". The establishment of the headquarters of chain enterprises must take into account the strategic objectives of enterprises and the direction of future brand development. Nowadays, the headquarters of many fashion brands are moving to Shanghai, Beijing and other places, which is a powerful example.