The Nine Clothing Companies Such As Nine Mu Wang And Li Lang Entered The Community &Nbsp, And The Right To Speak With The Shopping Malls.

Reporters recently found that some well-known clothing enterprises are entering.

Status quo: seven Direct stores in two years

"Llon initially ploughed the community, so consumers will see a lot of community stores."

It's not just Le Lang.

Chongqing's well-known brands such as nine shepherd, seven wolves, YOUNGOR and so on have begun to explore and try to "walk on two legs".

Previously, only nine shopping malls of shopping malls were set up. Two years ago, they began to shop directly in the community.

According to Lin Wenjin, general manager of Chongqing branch of nine Mu Wang (China), in the past two years, nine Mu Wang has opened 7 community outlets in Chongqing.

Zhang Yue, director of the media department of the seven wolves brand center, said that at present, there are more than 3500 wolves in the national terminal, and the shopping malls are relatively heavy.

The sales strategy announced by brands such as Jin Ba, Qipai and gifted shows that the store will focus on building stores in the next few years.

However, these outlets are far away from the business circle and the business is not satisfactory.

The South Lake shop is located at the front door of the South Bank city style district. Sales personnel say that customers are mainly restricted by the familiar faces of the District, and the business in the store has not been good enough.

Lin Wenjin admitted that compared with the terminal, popularity is the biggest problem in the community outlets. "But the customers in the community store are holding the mentality that you want to buy."

Li Lang Chongqing official said that at present, the store in Chongqing has been saturated, some community shops because of less traffic, profits need a very long time, it takes a year or so to develop stable customer base.

Reason: building multi-channel marketing network

Lin Wenjin, general manager of Chongqing branch of nine Mu Wang (China), said that as a listed clothing enterprise, the nine Mu Wang's shopping malls and distribution channels were already mature. With Chongqing, the sales terminals of the shopping malls reached more than 40, and the department stores in the main cities and districts and counties had already been involved. In order to maintain the growth of sales, other marketing channels had to be considered, and the retail outlets could be intimately contacted with consumers, and at the same time, it was also convenient for multi-channel marketing.

Jiang Hengjie, an adviser to China Fashion Association, said that in fact, the fastest two legs in recent years were 5 high-end brands of Fujian, including nine king of Zhejiang, seven wolves, Li Lang and Zhejiang, and good news birds. These companies are listed companies, and the funds they have to melt must fulfill their expansion plans in the prospectus, including the layout of Direct stores and specialty stores.

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News depth

Upgrading of discourse rights in shopping arcade

The "two legged" walking mode is actually a dispute between the enterprises and the market.

Huatai Securities textile researcher Cheng Yuan said that the dispute over the right to speak is reflected in the contradiction between supply and demand. At present, many shopping malls in China are charging entry fees and decoration fees to the entry enterprises, and 25%~35%'s rentals are returning to the spot, which makes it more difficult for the enterprises to accept various promotional activities, resulting in increased cost pressures.

On the contrary, the main cost of a store is about 20 points.

Hu Chengchu, vice president of Li Lang, said that in the current business environment, many shopping malls are located in the high end and the threshold is set high. Some clothes are more willing to choose franchised stores.

Mr. Chen, the head of a brand clothing in Chongqing, Zhejiang, admitted that the cost of shopping mall channels is higher than that of exclusive stores and 10%~15%.

Cheng Yuan believes that after the distribution of stores is mature, they have the right to seize the right to speak with the shopping malls.

In fact, some new clothes, such as the United States, Semir and YISHION, which are low-end routes, are not accepted by some big cities in the first tier cities, but the two or three tier cities themselves are unwilling to enter.

"With the qualification of the right to snatch words, the service companies will not be separated from the shopping malls. For clothing, shopping malls are a good exhibition hall."

Cheng Yuan said.

News analysis

Clothing enterprises should not enter into shopping malls

For apparel enterprises, the cost of shopping is too high. The manager of a local shopping mall, who is responsible for the down jacket, privately says, "for the sake of performance, shopping malls are also hard to handle."

But shopping malls also have their own advantages.

Jiang Hengjie, a consultant of China Fashion Association, reminds China that there are two major trends in China's department store industry, namely, fragmentation and linkage. After differentiation, the shopping malls will choose their brands according to their own positioning.

For chain shopping malls, potential clothing brands must strive to cooperate with them so that they can expand rapidly.

Jiang Hengjie said that there are three choices for branding Enterprises: first, to accept reality and not to be eliminated by shopping malls; secondly, to keep away from shopping malls and to build self owned shop channels; third, to create more brands and establish a more powerful position than shopping malls; at present, few clothing categories such as Baili international, daily chemicals, such as Procter & Gamble.

Jiang Hengjie also suggested that clothing companies as suppliers, shopping malls as distributors, is an integral part of the industry.

In his view, the two sides should have equal status, equal interests and risks.